The first current Converter direct campaigns Adwords

the Question of transfer and conversion of advertising campaigns from Yandex direct Google Adwords before me was almost immediately, I began to engage in contextual advertising. And as practice shows — not I have one there is such a need. Why of direkta in Adwords, and not Vice versa? Yes, everything is simple — create a campaign in excel for direct much easier.

What we have at the moment from the tools such tasks:

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1. Table Converter in Google Docs from the community.
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2. Excel File with customized macros (similar in functionality to option)
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3. Free Converter the Agency was "Exactly"
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4. And our new service Synapse-transfer.ru
   

For the sake of simplicity, hereinafter I will call the first three tools according to their position in the list: "first", "second" and "third service" service, respectively.

recently, Adwords has introduced a new format for text ads — "Developed text ads". The main differences from the standard one: two fields "Title" (up to 30 characters each) and one long Description field (up to 80 characters). And on 31 January 2017 in AdWords will not be able to create and edit standard text ads. When creating advertisements, you will need to use the new format – deployed text ads. This is a big problem of the current version of "table" converters they do not support it. That is, from February 2017 you will not actually be able to use either the first or the second Converter from the list above.

But it is not the only problem. Even if they add support for the new format, there are a number of problems which stretches for them

the

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• Even with the old ad format converters do not work well titles more than 30 characters they are both not treated and offer to rewrite them by hand. And if you have unique titles generated based on the keys, will have to rewrite a lot.
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• match Types of keywords they work out or bad or both. In the best case, the keys will be removed all signs and left "+" of prepositions. At worst, we will leave things as they are. And match types in Yandex. Direct is not equal to that in Adwords, and will have to edit all by hand.
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• Lost the campaign structure. If you might have several ads in an ad group, again without manual intervention is necessary.
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• ad Extensions have to move the hands. Add quick links and updates can take much time even if you have 5-10 campaigns. But if you move the campaign on a regular basis — you probably already got it.
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• campaign Settings are not migrated. Each migrated campaign have to configure — place the strategy, the region of display rates, etc. Takes a little time, but this routine which is tiring.
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• negative keywords are not transferred and are not processed at any level. a Good campaign with a high CTR with no negative phrases as you know you will not get. But for some reason current converters (1-3 in the list) or are very poorly, or none at all as do not process negative words. There is a "minus" at the campaign level, ad group and cross-minus one. At least negative keywords at the campaign level you want to migrate pre-prosklene, as Adwords does not.

not to be unfounded, I took one of my recently created campaigns, and tried to move it using all the available tools. (The campaign has reduced, changed the url and replaced part of the text (preserving the original number of characters) to preserve confidentiality.). Download file campaign.

the

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• Announcements. Instead of 118 ads in the campaign, I got 84 and 116 when loaded into Adwords Editor for the first and second Converter, respectively. Which groups some ads got — go figure. The third process the number correctly, but the length of the headers problem. During conversion, I chose a new format of Adwords ads and handles finished second universal title to all the ads (which is not entirely correct, but more on that later). And for the first part of the headline in the Adwords were taken header ads direct without changes. Consequently part of the title will have to be rewritten — they got longer than 30 characters.
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• match Types of keywords. the First and third Converter worked like. The"!" character has not been deleted, and Adwords does not know the operator of the consolidation of word forms, therefore, the Editor generates an error. Exact match key in Direct turned into a phrase in Adwords — what's wrong, there is duplicates of keywords. The second Converter output was 209 keys of the 348 (which group lost even to understand you don't want), all keys are in broad accordance, prepositions saved "+".
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• negative. there are No negative keywords in the first and second Converter. Third, negative words campaign is not moved, but tried to maintain a semblance of cross-backing. But the words he not declined, and it shows all the options of cases, genera and numbers of negative keywords. Besides, he has a limit of two negative words in the group.
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• Extension is not moved, none of the Converter.
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• campaign Settings has not suffered none of the Converter.

Important note — all of the tools I've used "as is" without modifications and following the instructions, if attached. Know that if you make some changes in the table converters that you can win some of their sores. But such changes have to be done individually for each specific campaign.

As we can see, the result is far from ideal. Of course there are successful campaigns to convert, for example those in which all the headers are longer than 30 characters. But I see no reason to put such restrictions, when you can simply use a more advanced tool Converter Synapse-transfer.

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What we offer.

Service Synapse-transfer.ru. the Goal of the service is automating the migration and conversion campaigns. And now this is the most advanced solution that you can find. He works directly with accounts direct and through Adwords API. That is, any tables, scripts, macros, and desktop applications you will not see at any stage of the transfer.

the same campaign that was used to test the converters from the list above, is transferred by the Synapse service-transfer in 40 seconds and without a single error. For comparison, the script only the "first" Converter in Google Docs was implemented more than two minutes.

Now we are beta testing the service. All participants receive a month of free and unlimited use.

the Functionality during the beta test:

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1. One campaign at a time is transferred.
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2. Correctly converted only search campaign.
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3. preserves the structure of the campaign ad groups, ads, and the keys are in the same places as in the Direct.
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4. Automatically convert the titles and text of ad format Adwords (Expanded text ads).
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5. Converted the match types of keywords according to the logic of maximum compliance of their work in Direct and Adwords.
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6. are Migrated and automatically are inclined negative keywords at the campaign and group-ads. Within each ad group in Adwords will be moved to the minus of the corresponding group Directives. The service will automatically decline all words which have not enshrined the word (the sign "!"). Of negative keywords at the campaign level create lists of negative keywords in Adwords and assign them to the campaigns.
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7. Transferred quick links with descriptions and clarifications. Now they are written on the ad group level. Even if you have to Direct each group in a campaign unique in the quick links, they will remain in the same form and in Adwords.
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8. Option changes the value part of UTM tags when you transfer: yandex, yan, y on google, goog, g respectively.
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9. Partially transferred to the campaign settings.

Thus, under current functionality you can save from 10-20 minutes to several hours to transfer just one campaign. Time depends on the complexity of the original campaign in Yandex. Direct, and on how many you have an arm on you. And such a thing as cross-minus in Adwords generally impractical to do manually — you will doom yourself to hours of monotonous Ctrl+C/Ctrl+V.

a Detailed description of the nuances of conversion headers, keywords, and other elements of the campaign service Synapse-transfer, you can read in the section "user manual" in the personal Cabinet of the service.

Not without drawbacks. But this is only the cost of bets:

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1. Now there is no possibility at once to select multiple campaigns for transfer.
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2. the Service does not shows errors when converting. But we have tried to reduce their number to a minimum, and at the moment we have campaigns where the Converter "drops" or work out is not correct.
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3. Needs to speed up download in Adwords. Due to the large number of negative keywords is recorded in the group's ads when simulating cross-backing tracks direct download time one campaign may be 3-5 minutes. Now we are working on speeding up the process and over time we will add background downloading campaigns. This would negate the problem of mass transfer campaigns with multiple simultaneous logins.

the Functionality we also plan to increase: add transfer and conversion Yan campaigns to switch your campaign settings, there is a request to add a sync feature and direct campaigns Adwords and a lot of what to say yet.

to Answer one of the first and the main issues before using the service:
"And how much it is safe to use it? After all, to give access to accounts via the API it is quite intimate"
The question I asked in the Google Adwords Russia and I in detail otvetil. Lead a brief version of the answer here:
Data passing through the service campaigns we do not store. And not loaded into the accounts nothing but those campaigns that you choose from your direct login. Also all items with a status of "Stopped" and without your knowledge the new campaign won't be shown.
Besides, Adwords does not just give access to their API. We completed multi-level testing and checking Google before it.
And if at least one user have a problem in the form of leaks or publicity campaigns, download in accounts what should not be there, know about it, and the reputation of the service will be lost forever. And in any case not necessary.

We are open to suggestions, and if you have ideas or suggestions about the service feel free to Express them in the comments or on our group in VK.

Landing for a more detailed description of the functionality.
Beta test expected to last until mid-February 2017.

Article based on information from habrahabr.ru