I thought I’d give a pitch for one of my all-time most used AdWords tools: the AdWords Wrapper. If you have a list of keywords that you want “wrapped” with phrase and exact match denotations – plain quotes for phrase match, brackets for exact match, its the fastest, easiest way to get it done. You can also add the leading dash that creates negative keywords.
I use it less now than I used to because I’m a heavy AdWords Editor user, so when I’m setting up new keywords or adgroups I use the Editor to specify match types, but I inevitably end up making tweaks while I’m browsing the AdWords interface online.
You can, of course, add all the quotes and brackets yourself – just be sure to do it in a plain text editor. If you add them to a keyword list in a word doc, or any other fancy text program, the software may automatically insert fancy quotes where you want only plain quotes. That can really mess up results, to say the least.
Adding the quotes and brackets on your own is easier in some ways, but for real efficiency, I push myself to use short cuts and tools like this. It sounds crazy, but if you can shave 30 seconds off an action, over time, it saves a lot of time. And if you’re the one person managing a huge AdWords account, the only way to stay on top of things is to get ruthlessly efficient.
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