How To Automate SEM Accounts Using Adwords Scripts by Frederick Vallaeys

@SiliconVallaeys @Optmyzr www.TopTierMarketing.com

What’s In Your Toolbox?

Account Automation with AdWords Scripts

SMX East– October 2013

@SiliconVallaeys @Optmyzr www.TopTierMarketing.com

Frederick Vallaeys

SEM Consulting: TopTierMarketing.com

SEM Tools: Optmyzr.com

• @SiliconVallaeys

• (650) 600-1021

10 Years as Google AdWords Evangelist

@SiliconVallaeys @Optmyzr www.TopTierMarketing.com

Clients / Partners / Media

@SiliconVallaeys @Optmyzr www.TopTierMarketing.com

Agenda

• AdWords Scripts

• Example: Quality Score Tracker

• Advanced Tips

@SiliconVallaeys @Optmyzr www.TopTierMarketing.com

Winning!

@SiliconVallaeys @Optmyzr www.TopTierMarketing.com

People Managing PPC

@SiliconVallaeys @Optmyzr www.TopTierMarketing.com

Tools Managing PPC

@SiliconVallaeys @Optmyzr www.TopTierMarketing.com

Your Custom

AdWords

Scripts

@SiliconVallaeys @Optmyzr www.TopTierMarketing.com

ADWORDS SCRIPTS

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What Are AdWords Scripts?

AW Scripts are pieces of JavaScript

code that are put into an AdWords

account where they can be scheduled

to run automatically on a predefined

schedule.

@SiliconVallaeys @Optmyzr www.TopTierMarketing.com

What Can AdWords Scripts Do?

AW Scripts can read from and write to

your AdWords account and make

changes to:

• Keywords

• Bids

• Ads

• Ad Groups

• Campaigns

• Targeting

• Bid modifiers

@SiliconVallaeys @Optmyzr www.TopTierMarketing.com

Benefits of Scripts

Your secret sauce can be automated• Scripts can run automatically, as frequently as every hour.

Scripts can talk to external data sources• Google Spreadsheets, email, arbitrary URLs (APIs).

API

Weather

Data

Movie

Data

Company

Data

@SiliconVallaeys @Optmyzr www.TopTierMarketing.com

Script Ideas

• Historical Quality Score Tracking

• Landing Page Monitoring

• Time comparisons by account segments

• Enhanced Campaign Bid Management

• Optimize based on Search Query Report

• Anomaly Detection

• Account Structure Checker

• …

@SiliconVallaeys @Optmyzr www.TopTierMarketing.com

SCRIPT: QUALITY SCORE TRACKER

Example Use Case for AdWords Scripts:

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Quality Score and Clickthrough Rate

15

By far, clickthrough rate is the most important factor contributing to

your quality score.

Account

Creative +

URLKeyword

CTR

@SiliconVallaeys @Optmyzr www.TopTierMarketing.com

Account Quality Score: The Excel Way

@SiliconVallaeys @Optmyzr www.TopTierMarketing.com

The Scripts Way

@SiliconVallaeys @Optmyzr www.TopTierMarketing.com

Copy-And-Paste the Code

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Send Results Via Email

@SiliconVallaeys @Optmyzr www.TopTierMarketing.com

Add Results To Spreadsheets

@SiliconVallaeys @Optmyzr www.TopTierMarketing.com

Add Results to Dashboards

• Push data into dashboard widgets, e.g.

Cyfe.com

@SiliconVallaeys @Optmyzr www.TopTierMarketing.com

ADVANCED TIPS FOR SCRIPTS

Take AdWords Scripts to the Next Level

@SiliconVallaeys @Optmyzr www.TopTierMarketing.com

AdWords Scripts Tips: Labels

• Use Labels as inputs

@SiliconVallaeys @Optmyzr www.TopTierMarketing.com

AdWords Scripts Tips: Workflows

Use spreadsheets to create work sheets that

your team can process

Upload via Editor or another Script

@SiliconVallaeys @Optmyzr www.TopTierMarketing.com

AdWords Scripts Tips: Data Storage

Connect a Spreadsheet to a Database and

create ads from your product database

Database

(e.g. MySQL)

Google

Sheets

AdWords

Script

@SiliconVallaeys @Optmyzr www.TopTierMarketing.com

Confused Yet?

• text

@SiliconVallaeys @Optmyzr www.TopTierMarketing.com

Where to Start With Scripts

Prebuilt Scripts: From Google

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

@SiliconVallaeys @Optmyzr www.TopTierMarketing.com

Let’s Stay In Touch!

• Get the Quality Score script for free. • www.Optmyzr.com

• Promo code: SMXEAST13

• Try our hosted tools too!

• Fred Vallaeys• frederick@toptier.us

• (650) 600-1021

• @SiliconVallaeys

• @Optmyzr

Thanks!