The Secret Codes of AdWords Scripts By Steven Hammer

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Decoding Code

The Secret Code of

AdWords Scripts

Steve HammerPresident,

RankHammer

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Breaking the Code

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Is this how code feels

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From Fear to Confidence

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About Me

FAMILYWhat it’s all about

FOOD AND WINE

Eating as an art form?

HOCKEYGo Stars

RANKHAMMERDallas Based Digital Marketing Agency

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What do we do every day?

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Manage by rules

Exceeds GoalCPA Too HighBid Reduce

by 15%Actio

n

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Let’s Translate

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Basic Logic

When

• Conditions

In

• Item Scope

Change

• Operation

Unless

• Limits

Selector

Iterator logic

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Specifying a Script

When

• Conditions

In

• Item Scope

Change

• Operation

Unless

• Limits

When

• CPA is higher than XXX

In

• Target Campaign

Change

• Bids by -10%

Unless

• Impression share is <50%

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Code.org/starwars

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Blockly

https://developers.google.com/blockly/

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Loops and Conditions

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http://www.codecademy.com/tracks/javascripthttp://www.w3schools.com/js/

default.asp

http://www.learn-js.org/

Learning a little JavaScript

https://www.khanacademy.org/computing/computer-programming

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Make the blocks your own

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Worst Script Ever

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Function

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Comments

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Statements

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Logger – Line 2

Bulk Operations >Logs>

Details>Logs>

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Selector – Line 3 - 6

Makes an array of the typeFiltered by conditionsFinished with get();

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Selector

Conditions are ANDConnect with .

End with ;

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Selectable?

https://developers.google.com/adwords/scripts/docs/reference/adwordsapp/adwordsapp_adselector

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Variables

Discreet

• 5.23• ‘Office’• 5+3• ‘Today’ + variable

Arrays• [4, 5, 7, 9]• [‘Home’,’Office’,’Hotel’]

Objects

• {name:’Steve’,zip:75204,car:’Subaru’}• {1:Array1,2:Array2}

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Selector

Get all keywordsWith a CTR greater than

0.01For all time

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We Now Have

Selected every keywordThat has everGotten a click

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While Next

Sets up the repeating

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Payload

Calls a method to make a change

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Iterator

Find the maximum CPCAdd 1%

Set as new Max CPC

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Worst Script Ever

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First Change

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First Change

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End Product

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Change {almost}anything

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Next Level

Prewritten Scripts

+

Code Snippets

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Starting Scripts

http://www.rankhammer.com/blog/2541/i-heard-you-like-adwords-scripts

https://developers.google.com/adwords/scripts/docs/solution/

http://freeadwordsscripts.com

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Defining a Function

Functions can return values to feed a variable

Functions can also just be invoked, even without

parameters

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Snippets

https://developers.google.com/adwords/scripts/docs/examples/

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Not exactly ready to use

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Odd Selector Logic

Values have to become strings

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ODD Selector LOGIC

To make it flexible it has to be:

“Column Operator” + Value

'Name = "' + var + '"'

Odd Selector Logic

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Tweak The Selector

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Organize

Protip:Make a Text DocumentStore modified function snippetsCopy Paste next time

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Multiple Functions

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Look at real needs

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Good CandidatesDaily Activities• Scale Changes• Profit bidding

Bulk Changes• KW addition

Rapid Movement• Limited

Inventory• Price Changes

Creative Models• Correlated

Bidding

Ad Copy Rotation• Timely Changes

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Specifying a Script

When

• Conditions

In

• Item Scope

Change

• Operation

Unless

• Limits

When

• CPA is higher than XXX

In

• Target Campaign

Change

• Bids by -10%

Unless

• Impression share is <50%

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Franchises – Locations growing

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Our problem

When

• Conditions

In

• Item Scope

Change

• Operation

Unless

• Limits

When

• A new location launches

In

• New adgroup

Change

• Add city name to base keywords

Unless

• N/A

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The goal – another way

Marketing

+marketing

+plano

“marketing plano”

“plano marketin

g”

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Flesh out the basic idea – all comments

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Find snippets and modify

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Flesh out the details

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Test and Preview

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I expect you to die try

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Protip:Copy To EditorReview Changes as “proposed”Reject to undo

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