Using Scripts in Adwords For Better Results

Using Scripts in Adwords

For Better Results

SMX Advanced

Steve Hammer

Your name company, you slogan gose here... 2

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RANKHAMMER Dallas Based Internet Marketing Agency

Warning: Scripts can’t fix bad

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3 Key Script Capabilities

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Math More than comparisons, calculations

Parameters

Change ad text without resubmitting

External

Data

Export for reporting Input for management

Basic Script Framework

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Its not enough to just automate

We are not the tool

Think in levels, don’t jump too far too fast

Monitor for Success

FIND FIX SCALE SUCCESS

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Talk your rules

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Met

ric

When bounce rate

Targ

et

Exceeds 50% A

ctio

n

Reduce bid 10%


Basic Script Architecture

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Starting Point

Defines what the script will do. Required.

Main

Function Selector Iterator

Choose Where

Determines the places the script will work. Much like a filter stated in JavaScript

Makes changes

Pulls data for the selected entity, and can make direct changes


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FAS.COM OPTIMZR

Free and Paid Library of Adwords tools www.optmyzr.com/scripts/

Evolving blog with some extensive and powerful scripts www.freeadwordsscripts.com

GOOGLE

Google Supports with sample code and complete scripts developers.google.com/adwords/scripts

Script Resources not named RankHammer


A first simple script – Bid changes

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Log “Hello World”

• Had a CTR greater than 0.01

• For all dates

Find Keywords that

• While iterates one at a time Go through

the keywords

• Based on Maximum CPC * 1.01 Set a new CPC

Go broke


Tweaking the script – to something almost useful

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Log “Hello World”

• Had a CTR greater than 0.01

• For all dates

Find Keywords

that

• While iterates one at a time

Go through the

keywords

• Based on Maximum CPC * 1.01

Set a new CPC

Go broke

Log “Raise on Conversion”

•Had conversion rate > 10%

•With more than 10 clicks

•Over the last 30 days

Find Keywords that

•While iterates one at a time Go through

the keywords

•Based on Max CPC * 1.05 Set a new CPC

Go slightly less broke


End Result

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Ad Parameters

Two Per Ad max

Ad {param1: default}

Script setAdParam (1, value)

Ads will not need re-

approval

Description: Doors open in {param1:a few} days {param2:and} hours !


Script two – Countdown (Google example)

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https://developers.google.com/adwords/scripts/docs/solutions/sale-countdown


Tweaking to simple inventory countdown

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Original

End Date

Time

2 parameters

New

Inventory

Conversions

1 parameter


Modified Script

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https://developers.google.com/adwords/scripts/docs/solutions/link-checker

http://www.freeadwordsscripts.com/2013/04/report-on-broken-urls-in-your-account.html

External Reports – Link checker





Bid By Weather – Weather feed input

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https://developers.google.com/adwords/scripts/docs/solutions/bid-by-weather







Crime Stats

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http://www.freeadwordsscripts.com/2013/04/put-current-crime-statistics-in-your.html













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