How To Automate SEM Accounts Using Adwords Scripts by Frederick Vallaeys

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From SMX East 2013 - What's in my SEM Toolbox? - Account Automation Using Adwords Scripts by Frederick Vallaeys

#SMX #31B

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How To Automate SEM Accounts Using Adwords Scripts by Frederick Vallaeys

  1. 1. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com What’s In Your Toolbox? Account Automation with AdWords Scripts SMX East– October 2013
  2. 2. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com Frederick Vallaeys SEM Consulting: TopTierMarketing.com SEM Tools: Optmyzr.com • @SiliconVallaeys • (650) 600-1021 10 Years as Google AdWords Evangelist
  3. 3. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com Clients / Partners / Media
  4. 4. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com Agenda • AdWords Scripts • Example: Quality Score Tracker • Advanced Tips
  5. 5. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com Winning!
  6. 6. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com People Managing PPC
  7. 7. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com Tools Managing PPC
  8. 8. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com Your Custom AdWords Scripts
  9. 9. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com ADWORDS SCRIPTS
  10. 10. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com 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.
  11. 11. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com 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
  12. 12. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com 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 Spreadsheets, email, arbitrary URLs (APIs). API Weather Data Movie Data Company Data
  13. 13. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com Script Ideas • Historical Quality Score Tracking • Landing Page Monitoring • Time comparisons by account segments • Enhanced Campaign Bid Management • Optimize based on Search Query Report • Anomaly Detection • Account Structure Checker • …
  14. 14. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com SCRIPT: QUALITY SCORE TRACKER Example Use Case for AdWords Scripts:
  15. 15. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com Quality Score and Clickthrough Rate 15 By far, clickthrough rate is the most important factor contributing to your quality score. Account Creative + URL Keyword CTR
  16. 16. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com Account Quality Score: The Excel Way
  17. 17. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com The Scripts Way
  18. 18. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com Copy-And-Paste the Code
  19. 19. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com Send Results Via Email
  20. 20. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com Add Results To Spreadsheets
  21. 21. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com Add Results to Dashboards • Push data into dashboard widgets, e.g. Cyfe.com
  22. 22. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com ADVANCED TIPS FOR SCRIPTS Take AdWords Scripts to the Next Level
  23. 23. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com AdWords Scripts Tips: Labels • Use Labels as inputs
  24. 24. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com AdWords Scripts Tips: Workflows Use spreadsheets to create work sheets that your team can process Upload via Editor or another Script
  25. 25. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com AdWords Scripts Tips: Data Storage Connect a Spreadsheet to a Database and create ads from your product database Database (e.g. MySQL) Google Sheets AdWords Script
  26. 26. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com Confused Yet? • text
  27. 27. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com Where to Start With Scripts Prebuilt Scripts: From Google https://developers.google.com/adwords/scripts/
  28. 28. @SiliconVallaeys @Optmyzr www.TopTierMarketing.com Let’s Stay In Touch! • Get the Quality Score script for free. • www.Optmyzr.com • Promo code: SMXEAST13 • Try our hosted tools too! • Fred Vallaeys • frederick@toptier.us • (650) 600-1021 • @SiliconVallaeys • @Optmyzr Thanks!

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