A new feature that allows marketers to undo changes in Google AdWords is welcome and probably long overdue, though it begs the question: is the AdWords Editor dead?
Right now, the AdWords “Undo” button seems to be a limited test, available only in select accounts. What it does, however, is gives advertisers the ability revert to the way their campaign was before changes, or to download a fresh version of account or campaign specifics. This should make testing much easier.
Back in the day, AdWords Editor had a ton of advantages, including:
We’ve seen a massive loss of feature parity over the past few years; there is generally lag between feature releases on the web version and the same coming to the desktop version. For example, we waited several months for certain enhanced campaigns support features to come to Google Adwords Editor. This is particularly a big issue given that Google releases so many features at an increasingly fast pace.
Personally, I no longer have any use for the Google AdWords Editor, though I’m interested in learning whether any of you still prefer it for one reason or another.
The desktop Adwords Editor was necessary early in the new millennium, when wi-fi coverage sucked and even with a good connection, you’d find the web interface clunky and almost painfully slow. Rich editing functions like copy/paste, undo and bulk edits weren’t even available in the online version.
Today, the offline version can cause synchronization issues, ie.: two people working on the account simultaneously and one overwriting the other, and can even crash resulting in lost work. It doesn’t have the benefits inherent to working and storage in the cloud, like all the other Google Apps. It’s not even a priority for Google, as far as adding new features. One thing is clear: when Google stops innovating and deprioritizes a product, it’s usually on its way out the door.
In 2014, I predict that we will see Google retire the Google AdWords Editor. After 9 years, it’s finally outlived its usefulness in my personal opinion. I expect it to join the Google Graveyard of discontinued products soon!
Do you use Google AdWords Editor? Why or why not? Let me know your thoughts in the comments below!
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