Upload
steve-hammer
View
3.739
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Presented at State of Search in Dallas. Covering using Adwords scripts to make adwords sexy.
Citation preview
Adwords Scripts for Sexy PPC
Steve HammerRankHammerPresident
State of SearchNov 18, 2013
@armondhammer
Obligatory About Me
@armondhammer
The work of many?
@armondhammer
Dynamic Ads
@armondhammer
Super Powers?
@armondhammer
Social Media – Sexy?
@armondhammer
Scripts are Sexy
@armondhammer
API• Realtime
Scripts• Parameters• External Feeds,
spreadsheets• Negatives, Labels• Calculations
Rules• Set CPC• Pause Ads
Where to use scripts
@armondhammer
Starting with Scripts
@armondhammer
Actually it’s JavaScript
Programming
@armondhammer
@armondhammer
http://www.optmyzr.com/scripts/
https://developers.google.com/adwords/scripts/
Resources for scripting
@armondhammer
• A/F performers• Test Winners• Customer
insights
Generate Insight
• Think “if this then that”• Decide on
interface or script
State the rule • Estimate
average movement• Check
dashboards for “excessive” effectsMonitor
Execution
Framework
@armondhammer
Pause keywords
•Keyword entity
Product returns are
high
•Calculate by limit
As shown in this
spreadsheet
•External spreadsheet data
Updated weekly
• Frequency
Talk the Process
@armondhammer
Sexy Examples
@armondhammer
http://www.freeadwordsscripts.com/2013/04/dynamically-adjust-campaign-budgets-v20.html
https://developers.google.com/adwords/scripts/docs/solutions/flexible-budgets
Don’t overspend a firm budget
@armondhammer
Only {param1: a few} hours left for delivery by tomorrow
https://developers.google.com/adwords/scripts/docs/solutions/sale-countdown
Change ads hourly
@armondhammer
https://developers.google.com/adwords/scripts/docs/solutions/link-checker
http://www.optmyzr.com/scripts/index.php/landing-page-watch-dog/
Find broken links in ads
@armondhammer
Use UrlFetchApp to gather data
Select Keywords via AdWordsApp.kewords.withconditon
Apply rules as needed
Change bids via keyword.setMaxCpc or
Pause/enable keywords via keyword.pause
Change bids by external source
@armondhammer
http://www.freeadwordsscripts.com/2013/04/put-current-crime-statistics-in-your.html
https://developers.google.com/adwords/scripts/docs/solutions/bid-by-weather
Example External Data Integrations
@armondhammer
http://www.rankhammer.com/blog/1261/adwords-scripts-twitter-followers
Live Twitter Count
@armondhammer
Bonus: Automating Reporting
@armondhammer
https://developers.google.com/adwords/scripts/docs/solutions/account-summary
Script Method
@armondhammer
http://excellentanalytics.com/
From GA -> Excellent Analytics
@armondhammer
Steve HammerRankHammerPresident@armondhammer
Thank You