[Webinar] A Non-Coders Guide to AdWords Scripts

@ChristiJOlson @SamuelDJames#PI_Scripts #AdWordsScripts

A Non-Coders Guide to Adwords ScriptsIt’s not as intimidating as you thought!

Point It Digital Marketingwww.Pointit.com 06.17.2015


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Toolbox Blog on the Point It Website


#PI_Scripts#AdWordsScripts

@ChristiJOlson @SamuelDJames


About Point It

Our Clients

Our Services


Today’s Presenters

5

Christi OlsonPoint It Digital MarketingDirector of SEM

Samuel D. JamesPoint It Digital MarketingDirector of Analytics


STRUCTURE BASIC CONCEPTSREADING SCRIPTSEDITING SCRIPTS

WHAT WE’LL BE TALKING ABOUT TODAY:


IS LIKE LEARNING A NEW LANGUAGE…

STRUCTURE TERMINOLOGY

BASIC RULES

PRACTICE MAKES PERFECT


SCRIPTS ENABLE YOU TO AUTOMATE ALL THE THINGS

THAT CAN BE DONE MANUALLY IN ADWORDS


SCRIPTS CANMAKE CHANGES TO OR REPORT ON

ANY ELEMENT OF AN ADWORDS ACCOUNT.

ACCOUNT OR MCC LEVEL


ANYTHING YOU CAN DO SCRIPTS CAN DO TOO

“Annie Get Your Gun”


SO WHY ARE SO MANY MARKETERS INTIMIDATED

BY SCRIPTS?


THEUNKNOWN

IS JAVASCRIPT.

IT’S NOT PART OF THE AVERAGE SEM SKILL SET.




LET'S START WITH

STRUCTURE


I LIKE COOKING MY FAMILY AND PETS


I LIKE COOKING, MY FAMILY, AND PETS.

USE PROPER STYLE [PUNCTUATION]THE LIVES IT SAVES MIGHT BE YOUR FAMILY'S

Google JavaScript Coding Style Guide:

bit.ly/GoogleJavaScript


NOTEPAD++ bit.ly/Notepad-plusplus

• OUTLINES CODE

• MAKES IT EASIER TO SEE WHAT YOU ARE DOING


SCRIPTS ARE CASE SENSITIVE AND

NEED TO BE WRITTEN IN camelCase


// IS A SINGLE COMMENT LINE

// comments can start anywhere in a line and javascript will skip to the end of the line// add as many or as few comments to your code explaining what it does

(DOUBLE SLASH)


/* SINGLE FORWARD SLASH + ASTERISK

(SLASH)

*Signifies comments that span multiple*lines. *Multiline comments end with */


ALWAYS PREVIEW

A SCRIPT BEFORE YOU RUN IT

@ChristiJOlson @SamuelDJames#PI_Scripts #AdWordsScripts@ChristiJOlson @SamuelDJames

LET'S MOVE TO THE

BASIC CONCEPTS


THE KEY ITEMS YOU NEED TO KNOW:

• FUNCTIONS• OBJECTS (ELEMENTS)• ENTITIES• VARIABLES• METHODS• SELECTORS• ITERATORS


function main() {var keywords = AdWordsApp.keywords().withCondition(“Status = ‘ENABLED’”)

.orderBy("Impressions DESC")

.forDateRange("YESTERDAY")

.withLimit(10)

.get();

Logger.log("10 keywords with most impressions yesterday");while (keywords.hasNext()) {var keyword = keywords.next();Logger.log(keyword.getText() + ": " +

keyword.getStatsFor("YESTERDAY").getImpressions());}

}

ANATOMY OF A BASIC SCRIPT

FUNCTION

SELECTORS

ITERATOR + next METHODS

VARIABLE, OBJECT, ENTITY

LOGGER

METHODS


FUNCTIONS PERFORM TASKS / PROCEDURES

{ } CURLY BRACKETS DEFINE THE BEGINNING & END OF A

FUNCTION


OBJECTS -- COLLECTION OF “ENTITIES”

AdWordsApp MccApp

SpreadsheetApp UrlFetchApp

ADWORDSACCOUNT

CONNECTS WITH SPREADSHEETS

(FOR REPORTING)

ACROSS YOUR MCC

COMMUNICATES WITH OTHER SERVICES &

APPLICATIONS


ENTITIES – ELEMENT OR PROPERTY

List of AdWords Entities:

bit.ly/1aeDxby


VARIABLES (VAR) ARE USED TO NAME & STORE DATA WITHIN YOUR SCRIPTS

variables are like a container to store “data”


ESTABLISH YOUR OBJECTAND SELECT AN ENTITY TO QUERY

var keywords = AdWordsApp.keywords()

OBJECTNAMED

VARIABLE ENTITY

JOIN AN OBJECT AND ENTITY WITH A PERIOD


METHODS ARE HOW SCRIPTS INTERACT WITH OBJECTS

• RETRIEVE INFORMATION ABOUT AN OBJECT (WHAT IT IS)

• ASK AN OBJECT ABOUT ITSELF (WHAT CAMPAIGN A KWD IS IN)

• TELL THE OBJECT TO DO SOMETHING (CHANGE STATUS)


EXAMPLES OF METHODS

get()getQualityScore()

setDestinationURL()WHEN SETTING OR SPECIFYING A VALUES ENTER IT BETWEEN THE BRACKETS ()

SOME METHODS REQUIRE VALUES. MOST ARE LEFT BLANK ()


SELECTORS REFINE THE LIST OF ENTITIES

•withCondition()

•withIds()•forDateRange()•withLimit()•orderBy()


SELECTORS REFINE THE LIST OF ENTITIES AND CAN ORDER IT

• withCondition()(‘Entity > N’); Greater than(‘Entity <N’); Less than

•forDateRange()forDateRange(‘YESTERDAY’); forDateRange(‘LAST_14_DAYS’);

•orderBy()(‘Entity ASC’); Ascending Order (‘Entity DESC’); Descending Order


ITERATORS RETURN THE NEXT ITEM

• ITERATORS ARE LIKE AN ARRAY• PATTERN BASED SEARCH• COME AFTER SELECTORS

hasNext()objectNext()


LOGGER OUTPUTS THE DATA TO A PREVIEW PANEL

• HELP TROUBLESHOOT SCRIPTS

• SLOWS PROCESSING TIME• RECOMMEND REMOVING

AFTER DEBUGGING


LET'S TIE IT TOGETHER

READING SCRIPTS






.withLimit(10)

.get();



}





.withLimit(10)

.get();



}

FUNCTION starts the script






.withLimit(10)

.get();



}

VARIABLE named keywordsOBJECT ENTITY






.withLimit(10)

.get();



}

SELECTORS find keywords:• Enabled• Descending Order by Impression• Date = Yesterday• First 10 (by impression)






.withLimit(10)

.get();



}

METHODS gets keywords






.withLimit(10)

.get();



}







.withLimit(10)

.get();



}

LOGGER outputs the data for preview






.withLimit(10)

.get();



}

closes out the functioncloses out the iterator






.withLimit(10)

.get();



}


closes out the function

FUNCTION starts the script

closes out the iterator

SELECTORS find keywords:• Enabled• Descending Order by Impression• Date = Yesterday• First 10 (by impression)


VARIABLE ties ENTITY & OBJECT together

LOGGER

METHODS gets keywords


GET STARTED NOW WITH

PRE-WRITTEN SCRIPTS


Adwords Developer Script Solutions

bit.ly/ScriptSolutions


SCRIPTS YOU CAN USE NOW:

• Campaign & Keyword Performance Report, Written by Russ Savage

• Quality Score Tracker, Written by Martin Roettgerding

• Keyword Performance by QS & Position, Written by Google Developers

• Anomaly Detector, Written by Google Developers

• Broken URL Checker, Written by Google Developers & Russ Savage (FreeAdwordsScripts.com)

• Account Audit, Written by Russ Savage (FreeAdwordsScripts.com)

• Search Query Manager, Written by Marcela De Vivo (Gryffin.com)

Toolbox Blog on the Point It Website


RESOURCES AND PEOPLE TO FOLLOW:

Optmyzr.com FreeAdwordsScripts.com

@RussellSavage@SiliconVaelleys@ArmondHammer@BloomArty


LET'S GET COMFORTABLE WITH

EDITING SCRIPTS


STARTED W/ KEYWORD PERFORMANCE REPORT

Wanted to add 2 additional data points:• Converted Clicks (CVR, CPA)• Conversion Value (ROAS)


EXISTINGS SCRIPT: KWD PERFORMANCE REPORT

bit.ly/GG-QSkwdScript


DON’T FORGET TO UPDATE THE EMAIL/URL (VAR)

• RECIPIENT_EMAIL• your email address

• SPREADSHEET_URL• URL for the Google Spreadsheet

// Comma-separated list of recipients. Comment out to not send any emails.var RECIPIENT_EMAIL = '[email protected]';

// URL of the default spreadsheet template. This should be a copy of http://goo.gl/cULxUXvar SPREADSHEET_URL = 'https://docs.google.com/spreadsheet/ccc?key=abc123#gid=0';


GOAL: ADD ADDITIONAL DATA POINTS

Wanted to add 2 additional data points:Converted Clicks (CVR, CPA)• Conversion Value (ROAS)

stats.getConvertedClicks() workedstats.getConversionValue() kept giving me an error

getConversionValue() is not available with statsit has to be pulled via a separate type of report


THE OUTPUT WITH CONVERTED CLICKS

Wanted to add 2 additional data points:• Converted Clicks (CVR, CPA)• Conversion Value (ROAS)


KEYWORD PERFORMANCE REPORT

Added to the additional columns to Headers

function outputQualityScoreData(sheet) {// Output header rowvar header = ['Quality Score','Num Keywords','Impressions','Clicks','CTR (%)','Cost','ConvertedClicks',

];sheet.getRange(3, 2, 1, 7).setValues([header]);

This is an ARRAY In this context it let you update specific data within a spreadsheet. You’re telling it where!getRange = (row to start on,

column to start on, number of rows to include,number of columns to include)



Added to the additional columns to Headers

function outputQualityScoreData(sheet) {// Output header rowvar header = ['Quality Score','Num Keywords','Impressions','Clicks','CTR (%)','Cost','ConvertedClicks',

];sheet.getRange(3, 2, 1, 7).setValues([header]);

I added 1 columnsIncrease # of columns from 6 to 7

Check for multiple instances of arrays within the script!



Added to the additional getStats()

// Compute datavar keywordIterator = AdWordsApp.keywords()

.forDateRange('LAST_WEEK')

.withCondition('Impressions > 0')

.get();while (keywordIterator.hasNext()) {var keyword = keywordIterator.next();var stats = keyword.getStatsFor('LAST_WEEK');var data = qualityScoreMap[keyword.getQualityScore()];if (data) {data.numKeywords++;data.totalImpressions += stats.getImpressions();data.totalClicks += stats.getClicks();data.totalCost += stats.getCost();data.totalConvertedClicks =+ stats.getConvertedClicks();

}}

this pulls in the total converted clicks into the column



YAY, it worked!Now I’ve got to figure out how to speed up our account audit

processes!


EVENTUALLY I WANT TO AUTOMATE AUDITING

• Account set-up & settings

• SE Linked accounts audit My Business / Local Merchant Center Google Analytics Webmaster Tools

• Conversion tracking audit

• Goals & Events review

• Remarketing Audiences

• Shopping set-up

• Dynamic Search set-up

• Campaign settings & targeting

• Network settings & targeting

• Display settings & targeting

• Day Parting analysis

• Geo Targeting analysis

• Bid-modifier analysis

• Device Targeting analysis

• Ad delivery & rotation settings

• Ad extension audit

• Landing Page audit/analysis

• Campaign architecture

• Quality Score analysis

• Impression share analysis

• Keyword audit

• Negative keyword audit

• Match type audit

• Ad copy audit

• Display / Destination URL audit

• Missed Opportunity audit

• Performance audit


I LIKE THE ACCOUNT AUDIT SCRIPT BUT

IT WASN’T THE FORMAT I WANTED


I WANTED AN XLS SPREADSHEET

THAT COULD TRACK (AND MONITOR PROGRESS)

FOR ALL CLIENT ACCOUNTS


BUT FOR NOW… USE THE ACCOUNT AUDIT SCRIPT

AS A FRAMEWORKTO BUILD OUT THE MORE IN-DEPTH

AUDIT


STEP 1: MAPPING OUT WHAT THE SCRIPT DID


STEP 2: ORGANIZE WHAT DATA WE NEED


STEP 3: BREAK DOWN THE EXISTING SCRIPT INTO BITE SIZED PIECES

1. Campaign & Ad Group Names2. # of Keywords by Match Type & Negative3. Location Targeting Audit4. Extensions Audit5. Budget Audit


STEP 4: CREATE REUSABLE PIECES OF CODE

NESTING FUNCTIONS

DECIDE ON THE ORDER OF THE FUNCTIONS AND PULLING DATA


STEP 4: CREATE REUSABLE PIECES OF CODE

Create Header Rows within Spreadsheet

Start with Campaigns (because ad groups are within campaigns)

For Campaigns:Get Campaign NamesCalculate total KWDs & Negative KWDs

For Ad GroupsGet Ad Group NamesCalculate total KWDs & Negative KWDs

Push everything to the SpreadsheetLog 1 row per Campaign/Ad Group with Totals


STEP 5: WRITE THE REUSABLE PIECES OF CODE

http://bit.ly/PI-GetCMP http://bit.ly/PI-GetAG

CAMPAIGN ITERATOR AD GROUP ITERATORS


bit.ly/PI-SpreadsheetScript

STEP 5: WRITE THE REUSABLE PIECES OF CODE

PREP THE SPREADSHEET


STEP 5: WRITE/EDIT CODE

GET CAMPAIGN & AD GROUP DATA



CREATE & WRITE TO GOOGLE DOC



COUNT KEYWORDS BY MATCH TYPE

This is the original code from the audit doc


bit.ly/PI-KWDauditSCRIPT

STEP 6: PUT IT ALL TOGETHER

QA THE FINISHED PRODUCT


Questions?

Get in the Game: Social Advertising Video

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June 24th @ 11:00am

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