The Secret Codes of AdWords Scripts By Steven Hammer

#SMX #24B @armondhammer

Decoding Code

The Secret Code of

AdWords Scripts

Steve HammerPresident,

RankHammer


Breaking the Code


Is this how code feels


From Fear to Confidence



About Me

FAMILYWhat it’s all about

FOOD AND WINE

Eating as an art form?

HOCKEYGo Stars

RANKHAMMERDallas Based Digital Marketing Agency


What do we do every day?


Manage by rules

Exceeds GoalCPA Too HighBid Reduce

by 15%Actio

n


Let’s Translate


#SMX #24B @armondhammer12

Basic Logic

When

• Conditions

In

• Item Scope

Change

• Operation

Unless

• Limits

Selector

Iterator logic


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%


Code.org/starwars


Blockly

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


Loops and Conditions


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


Make the blocks your own


Worst Script Ever


Function


Comments


Statements


Logger – Line 2

Bulk Operations >Logs>

Details>Logs>


Selector – Line 3 - 6

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


Selector

Conditions are ANDConnect with .

End with ;


Selectable?

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


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}


Selector

Get all keywordsWith a CTR greater than

0.01For all time


We Now Have

Selected every keywordThat has everGotten a click


While Next

Sets up the repeating


Payload

Calls a method to make a change


Iterator

Find the maximum CPCAdd 1%

Set as new Max CPC


Worst Script Ever


First Change


First Change


End Product


Change {almost}anything


Next Level

Prewritten Scripts

+

Code Snippets


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


Defining a Function

Functions can return values to feed a variable

Functions can also just be invoked, even without

parameters


Snippets

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


Not exactly ready to use


Odd Selector Logic

Values have to become strings


ODD Selector LOGIC

To make it flexible it has to be:

“Column Operator” + Value

'Name = "' + var + '"'

Odd Selector Logic


Tweak The Selector

#SMX #24B @armondhammer46

Organize

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


Multiple Functions


Look at real needs


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


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%


Franchises – Locations growing


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


The goal – another way

Marketing

+marketing

+plano

“marketing plano”

“plano marketin

g”


Flesh out the basic idea – all comments


Find snippets and modify


Flesh out the details


Test and Preview


I expect you to die try


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


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