In the 'Keywords' tab you can:

• Import lists of keywords from simple text files, to build a combined keyword phrase list for your Google AdWords Ad Group.
• Load previously saved Ad Group data from a simple text file.
• Include or exclude keywords according to current popularity. For example, once Christmas is over, you'll exclude the keyword "Christmas". If Valentine's Day is approaching, you'll 'Include' the keyword "Valentine's Day".
• Set a "weight" for each keyword, either a Dollar amount or percentage, to be added to or subtracted from your base bid. The 'percentage' feature is ideal for ads shown as AdSense ads on Google's Content Network. Setting a low base bid of $0.05 or $0.10 and applying percentage weight to it for certain keywords guarantees that your cost per click can remain low for lower-quality traffic while still adjusting bids according to results or trends. Use the 'Dollar' weight feature to adjust bids for the higher-quality Google search traffic or AdSense "Placement" ads. For example, as Valentine's Day approaches, you'll want to increase gradually the weight of the keyword "Valentine's Day", so that your ads will beat your competitors'.
• Add or subtract an amount according to keyword length. (There is less competition for long-tail keywords.)
• Add or subtract an amount according to match type (broad match, phrase match, exact match).
• Add and delete keywords manually.

As examples, in the Keyword Weight datagrid below, you can see that the bid for:
"red roses New York" will be $2.25 (Base bid $0.50 + $0.25 for "red" + $1.00 for "roses" + $0.50 for "New York")
"red roses Massachusetts" will be $1.75 (Base bid $0.50 + $0.25 for "red" + $1.00 for "roses")
"yellow tulips Florida" will be $1.10 (Base bid $0.50 + $0.10 for "tulips" + $0.50 for "Florida")
"pink carnations Massachusetts" will be $0.50 (Base bid only)
"red carnations Rhode Island" will be $0.45 (Base bid $0.50 + $0.25 for "red" - $0.30 for "Rhode Island")

*Note: These figures are for easy illustration only.

The Keywords tab provides the raw data for the AdWords Campaign Manager engine to generate a long list of keywords, each with its individually calculated bid based on your criteria. (Later, in the Content tab, you'll be able to remove unwanted ones, such as "black sunflowers".)

Many time-saving and foolproof features have been built into the working area of all tabs by an Abacus interface expert.

Figure 1. Abacus - AdWords Campaign Manager: Keywords Tab

In the 'Content' tab you can:

• Specify combinations of keyword phrases in various orders for your keyword list.
• Specify Broad and/or Phrase and/or Exact Match type for your keyword list.
• Specify Broad and/or Phrase and/or Exact Match type for your negative keyword list.
• Generate a huge list of keyword phrases based on all permutations of these criteria. The cost per click of each one of these automatically generated keyword phrases will be calculated according to the criteria you specified in the Keywords tab: base bid amount + keyword weight + keyword phrase length + match type.
• Create, edit and save any number of Ad Variations for an Ad Group. Each Ad Variation can contain up to four keywords, producing hundreds, perhaps thousands, of laser-targeted ads. You should soon discover those that produce the most profit. Keep them 'Active', and delete or set those less profitable to 'Paused'.
• See at a glance whether any of the ad lines will exceed Google's maximum characters limit. Any that do will have their keywords automatically replaced by default text that you specify in the order of priority that you also specify. Thus, your ad lines should never exceed the limit, and should always read sensibly. In the example below, if Valentine's Day is approaching, you'll want to set the 'Default text priority' of 'Keyword 4' to the value 1.
• Choose a capitalization style for each Ad Variation: Exactly as written, the first word of each line, every keyword or all words.
• See the actual ad with the longest words, just as it should appear on a web page, so that you can check the results before uploading the campaign to Google AdWords.

Figure 2. Abacus - AdWords Campaign Manager: Content Tab

In the 'Output > Keywords > Plain text' sub-tab you can:

• Specify your AdWords Campaign URL (which will be remembered whenever you load the Campaign). Then you can click the hyperlink to go there directly.
• Generate your final keyword list in plain text format, ready for bulk upload to your AdWords Campaign page. The keyword list remains fully editable, in case you want to make any last-minute changes.
• Select rows containing specified text at the start or end or elsewhere in keyword phrases, and/or not containing specified text, ready for copying, saving or deleting. Find anything instantly among thousands of keyword phrases.
• Copy this list and paste it into other web page generation software, such as Abacus Niche Site Creator, to create web pages containing these keyword phrases.
• View competitors' live ads for the keywords actually in view in the list. Scroll the list and click 'Refresh' to change the ads. The less competition you see for those particular keywords, the lower your cost per click is likely to be. Alternatively, you can view the ads for the keywords selected in the list.

This is the most basic of the bulk upload formats, and is suitable for AdWords Campaigns where each keyword has the same default maximum CPC bid, and there is only one landing page (the default Destination URL that you set for your Ad Group).

(The examples shown here are for British advertisers, because the computer on which this screenshot was taken is in England. This is the reason why American States are not among the ads. An AdWords Campaign Manager user in the USA would see ads more relevant to these keywords.)

Figure 3. Abacus - AdWords Campaign Manager: Output Tab > Keywords > Plain text

In the 'Output > Keywords > Ad Group' sub-tab you can:

• Generate your final keyword list in Ad Group format, with or without unique URLs, ready for bulk upload to your Campaign page. The keyword list remains fully editable, in case you want to make any last-minute changes.
• Select rows containing specified text at the start or end or elsewhere in keyword phrases, and/or not containing specified text, ready for copying, saving or deleting. Find anything instantly among thousands of keyword phrases.

These two bulk upload formats allow you to specify a unique bid for each keyword phrase, calculated automatically by the Abacus AdWords Campaign Manager.

The Ad Group format without URLs is suitable for Campaigns where each keyword has its own maximum cost-per-click bid in accordance with the "weight", length and match criteria that you set in the 'Keywords' tab, and there is only one landing page (the default Destination URL that you set for your Ad Group).

The Ad Group format with URLs is suitable for Campaigns where each keyword has its own maximum cost-per-click bid in accordance with the "weight", length and match criteria that you set in the 'Keywords' tab, and also has its own unique landing page (usually created automatically by web page generation software, such as Abacus AdWords Campaign Creator or Abacus Niche Site Creator).

Figure 4. Abacus - AdWords Campaign Manager: Output Tab > Keywords > Ad Group without URLs

Figure 5. Abacus - AdWords Campaign Manager: Output Tab > Keywords > Ad Group with URLs

The two previous screens were produced in a few seconds from the criteria in the screen below. (If you feel like an intensive brain exercise, you can relate these criteria to the results above.)

Yes, the mathematics are complex, but the user interface simplifies them so that even an AdWords novice can beat the experts, and a full-time AdWords expert can take 28 days' holiday every month!

As a simple example, suppose that Valentine's Day were approaching. You'd load your 'colour-flowers-state-day' keyword list, increase the "weight" of the keyword "Valentine's Day" as the competition for it increases, either in cash or as a percentage of the base bid amount, and click the 'Generate' button in the 'Output > Keywords > Ad Group' sub-tab. Hey, Presto! The maximum cost-per-click bids for hundreds of keyword phrases are recalculated instantly, ready for upload to Google.

Figure 6. Abacus - AdWords Campaign Manager: Keywords Tab

In the 'Output > Keywords > AdWords Editor' sub-tab you can:

• Generate your final keyword list in AdWords Editor format, ready for bulk upload to the AdWords Editor tool installed on your computer. The 'Keyword', '$ Bid' and 'Status' columns remain fully editable, in case you want to make any last-minute changes.
• Generate your final negative keyword list in AdWords Editor format, ready for bulk upload to the AdWords Editor tool installed on your computer. The 'Keyword' column remains fully editable, in case you want to make any last-minute changes. (There are no '$ Bid' and 'Status' columns in a negative keyword list.)
• Select rows containing a word(s) at the start or end or elsewhere in keyword phrases, and/or not containing specified text, and/or of Broad, Phrase or Exact match type and/or with Active or Paused status, ready for copying, saving or deleting. Find and select anything instantly among thousands of keyword phrases.
• Switch selected rows' status to 'Active' or 'Paused', or reverse their current status.
• Start the Google AdWords Editor tool by clicking a direct link. (If it is not installed on your computer, you're offered an option to go immediately to the Google AdWords Editor tool download web page.)

This bulk upload format allows you to specify a unique bid for each keyword phrase, calculated automatically by the Abacus AdWords Campaign Manager.

By now you can probably begin to see how much time can be saved by using the AdWords Campaign Manager instead of any other method of campaign management. The degree of control you have over vast numbers of keywords is the same as you have when you edit each keyword individually. The difference between using the AdWords Campaign Manager and not using it is one of scale. You'd certainly not want to edit 2,000 keywords by hand! The AdWords Campaign Manager allows you to do exactly that in the same time as it takes to edit one!

The AdWords Editor format is suitable for Campaigns where each keyword has its own maximum cost-per-click bid according to the "weight", length and match criteria that you set in the 'Keywords' tab.

With the AdWords Editor format the number of landing pages is irrelevant, because Google will display the advertisement most relevant to the keyword phrase being sought. Visitors are then directed to the landing page specified for the ad shown. This could be a single default URL for the Ad Group or a unique URL formed from the keywords used in the ad.

Because the AdWords Campaign Manager integrates each keyword phrase, advertisement and URL so tightly together, your visitors are laser-targeted. Provided that your actual landing page reflects accurately what your ad states*, your Google AdWords Quality Score will be very high and your cost per click very low. PRECISION = PROFIT!

* High Quality Score and low cost per click depend on the mutual relevance of four things: the keyword phrase being sought, the text of the advertisement, the destination (landing page) URL and the text on the landing page. Always ensure that the landing page linked directly from the ad is very relevant. Either hand-build your landing pages, or use software that generates their content (not just the filename) accurately from a keyword list, such as AdWords Campaign Creator or Niche Site Creator.

For a more detailed explanation of the Google Qualtiy Score, see the Support page section "How AdWords Campaigns work".

Figure 7. Abacus - AdWords Campaign Manager: Output Tab > Keywords > AdWords Editor

In the 'Output > Advertisements' sub-tab you can:

• Generate your advertisements list in AdWords Editor format, with or without unique URLs/dynamic parameters, ready for bulk upload to the AdWords Editor tool installed on your computer. All columns except 'Campaign' and 'Ad Group' remain fully editable, in case you want to make any last-minute changes.
• Select rows containing a word(s) in the Headline, Description 1 or Description 2 columns, and/or not containing specified text, and/or with Active or Paused status, ready for switching status, copying, saving or deleting. Find anything instantly among thousands of keyword phrases.
• Switch selected rows' status to 'Active' or 'Paused', or reverse their current status.
• Start the Google AdWords Editor tool by clicking a direct link. (If it is not installed on your computer, you're offered an option to go immediately to the Google AdWords Editor tool download web page.)

The 256 ads in Figure 8 below were created in a few minutes from the list of 19 'Included' keywords shown in Figure 6 above and the Ad Variation shown in Figure 9. You can relate the keywords in Figure 8 with the keyword placeholders ([K1], [K2], [K3] and [K4]) in Figure 9.

Note 1: In Figure 9 the 'Headline' 'Max.' label shows "-1". This means that the headline containing the combination of the longest Keyword 4 ([K4]) and longest Keyword 2 ([K2]) exceeds the Google limit by 1 character. We can see in the 'Keyword fields' section that those keywords are "Valentine's Day" and "carnations". One of these keywords will be replaced in the ads by its corresponding default text "same day" or "flowers", but which one? Note that the 'Default text priority' of Keyword 4 is set to "1" and that of Keyword 2 is set to "3", because we think that the name of the special day is more important than the name of the flowers in this Ad Variation. Therefore the keyword "carnations" is replaced by "flowers" rather than "Valentine's Day" being replaced by "same day". The result can be seen in Figure 8. (Programmer's note: Although this may sound simple from a user's standpoint, the algorithm to make this work was mind-numbingly difficult!)

Note 2: This Ad Variation contains ads for Valentine's Day (Active) and for Easter (Paused). Once Valentine's Day has passed we can 'Switch' its status to 'Paused', and 'Switch' "Easter" to 'Active' in a matter of seconds.

The ads list in Figure 8 was created without URLs. Therefore the 'Destination URL' for every advertisement will be the default 'Destination URL' shown in Figure 9. Figure 10 shows another list with URLs, for which an individual landing page will need to be created from a keyword list by web page generating software, such as AdWords Campaign Creator or Niche Site Creator.

Figures 11 and 12 show something very special indeed: a unique URL generated for each advertisement, leading the visitor to a solitary dynamic landing page whose content will be populated with all the relevant keywords as soon as the visitor arrives. This means that only a single web page's 'Destination URL' can be specified, but it will behave as if there were an individual landing page dedicated to each advertisement. You can program the dynamic landing page yourself, or use another Abacus product, Web Page Generator, when it becomes available in 2010. If you cannot do it yourself and cannot wait for the Web Page Generator, an Abacus software engineer can program it for you for a nominal fee (mailbox@AbacusData.com).

So, as you can see, at Abacus we try to think of every need of every customer. Flexibility is the cornerstone of our products. We're confident that, whatever your AdWords campaign strategy may be, the AdWords Campaign Manager can handle it.

Figure 8. Abacus - AdWords Campaign Manager: Output Tab > Advertisements (without URLs)

Figure 9. Abacus - AdWords Campaign Manager: Content Tab

Figure 10. Abacus - AdWords Campaign Manager: Output Tab > Advertisements (with URLs)

Figure 11. Abacus - AdWords Campaign Manager: Content Tab (with dynamic Destination URL)

Figure 12. Abacus - AdWords Campaign Manager: Output Tab > Advertisements (with dynamic URLs)