Google recently announced that a new version of Google Ads Editor is now available for advertisers. What are the key features of this new version, and which ones are most relevant for advertisers?
What is Google Ads Editor?
Google Ads Editor is an application that lets you manage Google Ads campaigns offline. You can download data from a Google Ads account, make any changes you want to your campaigns without an internet connection, and then upload them to the platform. Beyond offline functionality, this application is especially useful because it allows you to make large numbers of changes in bulk, meaning updates can be made much more quickly.
What are the most important new features?
On May 21, Google announced the creation of Performance Max campaigns. These are automated campaigns that run across all Google network channels. Easy to launch, they are reported to significantly improve performance for advertisers who use them. Typically, these recently launched campaigns were not yet available in Google Ads Editor. With version 2.0, advertisers will be able to fully manage Performance Max campaigns directly in the tool.
Other changes are also worth noting, starting with the addition of custom actions, which will allow users to more easily repeat tasks they perform regularly. For example, replacing text or a word A with text/word B will be easier for advertisers to do.
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These custom actions can be triggered using custom action triggers. These are options that can be enabled on the account so that an action is performed when a specific event occurs, such as a rule violation or an account error. Custom action triggers are similar to automated rules in Facebook Ads.
This new version of Google Ads Editor also provides access to conversion goals. It is now possible to view the list of goals available at the account level directly within the platform, as well as choose whether each goal should be targeted as an account-level goal or not.
Finally, Google has introduced other updates, such as access to reports for certain ad types and advertising channels, as well as the ability to create and edit shared audiences.
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What features have been removed in this new version?
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While this new version of the application brings many new features, only one has been dropped: the "Add ad suggestions" recommendation.
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