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Google Confidential and Proprietary 11Confidential and Proprietarywww.Optmyzr.com@optmyzr
Automating AdWords
Frederick Vallaeys
Google Confidential and Proprietary 22Confidential and Proprietarywww.Optmyzr.com@optmyzr
Frederick VallaeysTen years as Google AdWords Evangelist
Optmyzr.com
@SiliconVallaeys
Google Confidential and Proprietary 33Confidential and Proprietarywww.Optmyzr.com@optmyzr
Our Toolbox
• One-Click Optimization™
• A/B Ad Testing
• Quality Score Tracker
• Geo Performance Report
• Report Builder
• AdWords Scripts Library
Google Confidential and Proprietary 44Confidential and Proprietarywww.Optmyzr.com@optmyzr
Agenda
Automating AdWords
Bid Automation
Automated Rules
AdWords Scripts
Google Confidential and Proprietary 55Confidential and Proprietarywww.Optmyzr.com@optmyzr
Why automate?
• Humans get distracted• Some humans are bad at
math• Humans want new
challenges
Google Confidential and Proprietary 66Confidential and Proprietarywww.Optmyzr.com@optmyzr
Why not to automate?
Tools treat your accounts with a cookie cutter mentality:
Google Confidential and Proprietary 77Confidential and Proprietarywww.Optmyzr.com@optmyzr
Smart Automation Leverages Your Team’s Knowledge
“Adding human judgment to
statistical methods makes
results roughly 15 percent
more accurate. And it’s even
true in chess: While the best
computers can now easily
beat the best humans, they
can in turn be beaten by
humans aided by
computers.” – Wired Magazine, January 2014
Google Confidential and Proprietary 88Confidential and Proprietarywww.Optmyzr.com@optmyzr
Bid Automation
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Challenge: Manage Many Goals
Bid for some ads to be at the top of the page, and others to deliver the right ROI.
Google Confidential and Proprietary 9
Google Confidential and Proprietary 1010Confidential and Proprietarywww.Optmyzr.com@optmyzr
Challenge: Too Many Variables
Lots of factors impact performance
Keeping track of what you’ve tested is complicated
Bid Tested Date Results
$1.00 Sep 1, 13 +120%
$1.10 Sep 8, 13 +130%
$0.95 Sep 15, 13 -80%
… … …
Thousands of keywords
Real-time factors
Google Confidential and Proprietary 1111Confidential and Proprietarywww.Optmyzr.com@optmyzr
Google’s Automated Bid Strategies
Bid Strategy Goal Level
Maximize Clicks More Site Visits Campaign, ad group, keyword
Target Search Page Location More Ad Visibility Campaign, ad group,
keyword
Target CPA More Conversions at Target CPA Campaign, ad group
Enhanced CPC More Conversions Campaign, ad group
Target ROAS More Return on Ad Spend
Campaign, ad group, keyword
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How to Implement Bid Strategies
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Flexible Bid Strategies: They’re More Flexible!
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A Word Of Caution About Automation
“As long as the humans […]
understand what it is they are
controlling, we’re fine. It’s
when they become slaves to
the numbers that trouble
breaks out.”
– Wired Magazine, January 2014
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Automated Rules
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Challenge: Repetitive Data Analysis
• Scenario: Look for poor Quality Score keywords
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How to Enable Automated Rules
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Rule 1: Pause Low Quality Score Keywords
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Rule 2: Email Me When Position Drops
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Rule 3: Enable Weekend Ads
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Advanced AdWords automation
AdWords Scripts
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Challenge: Preserve Your Secret Sauce
AdWords Scripts Can Automate Complex Things:
– An ice cream shop wants to raise bids when it gets over 80 degrees outside.
– An online retailer wants to pause keywords for products that get bad user reviews.
Google Confidential and Proprietary 2323Confidential and Proprietarywww.Optmyzr.com@optmyzr
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.
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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
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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 Sheets, email, arbitrary URLs (APIs).
Weather Data Movie
Data
CompanyDataAPI
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AdWords Script Ideas
• Get notified when an ad group’s CTR drops 3 days in a row.
• Add the same negative keywords to several AdWords accounts.
• Track Historical Quality Score.
• Calculate the right mobile bid modifier.
• Add new keywords based on the Search Terms Report.
• Detect anomalies in clicks and impressions in near real-time.
• Find ad groups with underperforming ad texts.
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Example Use Case for AdWords Scripts
Script: Quality Score Tracker
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Challenge: Tracking Detailed Quality Score
By far, click-through rate is the most important factor contributing to your quality score.
Account
Creative + URLKeyword
Quality Score
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Account Quality Score: The Excel Way
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The Scripts Way
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Copy-and-Paste the Code
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Preview the Script’s Changes
There is no “Undo” button!
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Send Results Via Email
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Add Results to Spreadsheets
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Add Results to Dashboards
• Push data into dashboard widgets, e.g. Cyfe.com
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Take AdWords Scripts to the Next Level
Advanced Tips for Scripts
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AdWords Scripts Tip 1: Use Labels
• Use Labels as inputs
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AdWords Scripts Tip 2: Build Workflows
• Use spreadsheets to create worksheets that your team can process
• Upload via Editor or another Script
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AdWords Scripts Tips: Data Storage
• Connect a Spreadsheet to a Database and create ads from your product database
Google Sheets
AdWordsScript
Database(e.g.
MySQL)
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Where to Start with Scripts
Prebuilt Scripts: From Google
https://developers.google.com/adwords/scripts/
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Let’s Stay in Touch!
www.Optmyzr.com
Frederick Vallaeys
– @SiliconVallaeys
– @Optmyzr
Google Confidential and Proprietary 4242Confidential and Proprietarywww.Optmyzr.com@optmyzr
Q&A
Thank you!