Automating AdWords With Scripts By Frederick Vallaeys

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Take Back Your Day With Custom Automation

Automating AdWords With

Scripts

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Optmyzr – Affordable PPC Management Tools And Scripts

Try Optmyzr free for 2 weeks

Plans start at $129 / month www.optmyzr.com

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Does your ROI fluctuate with the weather?

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Or when there are events in your city?

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Do you wish you could easily automate your secret sauce?

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AdWords  Scripts  To  The  Rescue!  

AW  Scripts  are  pieces  of  JavaScript  code  that  can  automate  tasks  in  AdWords  on  a  predefined  schedule.    

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Anyone  Can  Use  AdWords  Scripts  –  Even  Non  Technical  Types!  

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What  Can  AdWords  Scripts  Do?  

Scripts  can  create  reports  and  make  account  changes.    Supported  entities:      

•  Shopping  Product  Groups  •  Ad  extensions    •  Budgets    •  Bid  Strategies    •  Advanced  APIs    •  Labels  •  Reporting  API  

•  Keywords  •  Bids  •  Ads  •  Ad  Groups  •  Campaigns  •  Targeting  •  Bid  modifiers  

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Scripts  Can  Talk  With  Your  Data  

Weather Data …

Data

Company Data API

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Scripts  Can  Generate  Spreadsheets  

And  these  can  be  automatically  saved  to  your  local  machine  

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Scripts Can Send Emails

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Scripts Can Create Graphs And Charts

#SMX #22B @SiliconVallaeys A few script ideas…

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Automate  Holiday  Themed  Ads  With  Calendar  

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Raise  Bids  When  Your  TV  Ads  Run  

Change  bids  for  a  short  duration  when  your  ads  run  on  tv  or  radio    

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Add  Tasks  When  An  Account  Requires  Actions  

Assign  a  task  to  the  account  manager  when  an  ad  group  doesn’t  have  enough  ad  tests  running  

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Automate  Your  Own  Bidding  Rules  

High Converters

In last 30 days… Conversions:

- At least 5

Known Converters

In last 30 days… Conversions:

- Less than 5 - More than 1

Unknown

In last 30 days…

Conversions:

- None

Impressions:

- Less than 10

Top  of  page  bid    First  Page  +  50%    First  Page  Bid    

Filter Bid Strategy

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Use  the  Prediction  API  to  Group  Keywords  

1.  Use  algorithms  to  find  similarities  and  build  portfolio  groups  2.  Use  AdWords  Scripts  to  calculate  and  set  the  bids  for  the  portfolios  

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Create  and  Maintain  Campaigns  From  a  Spreadsheet  

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Better  Than  Ad  Customizers!  

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Label  Ads  That  Are  Losing  A/B  Tests  

Source:  Screenshot  from  FreeAdWordsScripts.com  

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Aggregate  Reporting  Data  

•  Performance  by    keyword  match    type  

•  Performance  by  length  of  the  query  

•  Performance  of  common  ad  text  elements  

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AdWords  Scripts  vs  API  

Scripts   API  

Hosting   Hosted  by  AdWords,  just  like  Google  Docs  

You  need  a  server  

Skills  needed   Copy-­‐and-­‐Paste   Install  the  code,  some  SDKs  or  libraries,  …  

Scheduling   Set  your  schedule  inside  AdWords   Maintain  cron  jobs  on  your  server  

Capabilities   Can’t  manage  everything   Almost  everything  in  AW  

Strengths   Quick  to  test  something  out   Better  for  large  accounts  

Bottom  Line:  With  Scripts,  you  don’t  need  to  be  an  engineer  to  automate  AdWords  

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AdWords  Scripts  vs  Automated  Rules  

API  

Scripts   Automated  Rules  

Scheduling   As  often  as  hourly   As  often  as  daily  

Capabilities   Highly  customizable   Limited  predefined  rules  

Keeping  Your  Job   Can  be  hidden  from  clients   Can  be  taken  by  your  clients,  and  then  they  fire  you!  

Bottom  Line:  Scripts  are  more  flexible  than  Automated  Rules    

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Getting started with AdWords Scripts

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If you hire a programmer, find one who knows AdWords

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The language of the future is <code>

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Tips For Working With Developers

Write  a  PRD  (Product  Requirements  Document)    Provide  an  example  of  the  desired  output    Think  about  inputs  and  outputs  

Inputs i.e. things you provide to the

program

Outputs i.e. things you

want at the end

A  good  developer  will  handle  the  magic  that  happens  in  the  middle  

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Good Sources For Script Code

http://www.freeadwordsscripts.com/    https://developers.google.com/adwords/scripts    http://searchengineland.com/adwords-­‐scripts-­‐for-­‐every-­‐level-­‐part-­‐1-­‐how-­‐to-­‐read-­‐scripts-­‐211658    http://www.optmyzr.com/scripts/  

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Enhanced  Scripts  From  Optmyzr  

An  easier  way  to  run  AdWords  Scripts  

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Let’s  Stay  in  Touch!  

Try  Our  Automations:    

§  www.Optmyzr.com  

§  Email  me  for  a  discount  on  OPTMYZR  

Frederick@optmyzr.com    

@SiliconVallaeys      

#SMX #22B @SiliconVallaeys

SEE YOU AT THE NEXT #SMX!

THANK YOU!