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Google Confidential and Proprietary 11Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
What’s In My SEM
Toolbox
Fr...
Google Confidential and Proprietary 22Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Frederick Vallaeys
Ten year...
Google Confidential and Proprietary 33Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Our Toolbox
• One-Click Opt...
Google Confidential and Proprietary 44Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Agenda
Automating AdWords
B...
Google Confidential and Proprietary 55Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Why automate?
People managi...
Google Confidential and Proprietary 66Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Why automate?
Tools managin...
Google Confidential and Proprietary 77Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Smart Automation Leverages ...
Google Confidential and Proprietary 88Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Bid Management Tools
Google Confidential and Proprietary 99Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Bid Management Challenge: T...
Google Confidential and Proprietary 1010Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Google’s Automated Bid St...
Google Confidential and Proprietary 1111Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
A Word Of Caution About A...
Google Confidential and Proprietary 1212Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Automated Rules
Google Confidential and Proprietary 1313Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Challenge: Repetitive Dat...
Google Confidential and Proprietary 1414Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Automated Rule Example: E...
Google Confidential and Proprietary 1515Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Advanced AdWords automati...
Google Confidential and Proprietary 1616Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
What Are AdWords Scripts?...
Google Confidential and Proprietary 1717Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
What Can AdWords Scripts ...
Google Confidential and Proprietary 1818Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Benefits of Scripts
• You...
Google Confidential and Proprietary 1919Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
AdWords Script Ideas
• Ge...
Google Confidential and Proprietary 2020Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
AdWords Scripts Tip: Buil...
Google Confidential and Proprietary 2121Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Where to Start with Scrip...
Google Confidential and Proprietary 2222Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Let’s Stay in Touch!
• Tr...
Google Confidential and Proprietary 2323Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Q&A
Thank you!
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Tips and Tools For Automating Google AdWords SEM Campaigns

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Smx West 2014 Session #Smx #33C - What’S In My Sem Toolbox?Presentation Tips And Tools For Automating Google Adwords Sem Campaigns By Frederick Vallaeys @Siliconvallaeys Of Optymzr

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Transcript of "Tips and Tools For Automating Google AdWords SEM Campaigns"

  1. 1. Google Confidential and Proprietary 11Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX What’s In My SEM Toolbox Frederick Vallaeys @SiliconVallaeys #SMX
  2. 2. Google Confidential and Proprietary 22Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Frederick Vallaeys Ten years as Google AdWords Evangelist Optmyzr.com @SiliconVallaeys
  3. 3. Google Confidential and Proprietary 33Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Our Toolbox • One-Click Optimization™ • A/B Ad Testing • Quality Score Tracker • Geo Performance Report • Report Builder • AdWords Scripts Library
  4. 4. Google Confidential and Proprietary 44Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Agenda Automating AdWords Bid Automation Automated Rules AdWords Scripts
  5. 5. Google Confidential and Proprietary 55Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Why automate? People managing PPC:
  6. 6. Google Confidential and Proprietary 66Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Why automate? Tools managing PPC:
  7. 7. Google Confidential and Proprietary 77Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX 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
  8. 8. Google Confidential and Proprietary 88Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Bid Management Tools
  9. 9. Google Confidential and Proprietary 99Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Bid Management 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
  10. 10. Google Confidential and Proprietary 1010Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX 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
  11. 11. Google Confidential and Proprietary 1111Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX 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
  12. 12. Google Confidential and Proprietary 1212Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Automated Rules
  13. 13. Google Confidential and Proprietary 1313Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Challenge: Repetitive Data Analysis • Scenario: Look for poor Quality Score keywords
  14. 14. Google Confidential and Proprietary 1414Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Automated Rule Example: Enable Weekend Ads
  15. 15. Google Confidential and Proprietary 1515Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Advanced AdWords automation AdWords Scripts
  16. 16. Google Confidential and Proprietary 1616Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX 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.
  17. 17. Google Confidential and Proprietary 1717Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX 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
  18. 18. Google Confidential and Proprietary 1818Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX 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 Company DataAPI
  19. 19. Google Confidential and Proprietary 1919Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX 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.
  20. 20. Google Confidential and Proprietary 2020Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX AdWords Scripts Tip: Build Workflows • Use spreadsheets to create worksheets that your team can process • Upload via Editor or another Script
  21. 21. Google Confidential and Proprietary 2121Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Where to Start with Scripts Prebuilt Scripts: From Google https://developers.google.com/adwords/scripts/
  22. 22. Google Confidential and Proprietary 2222Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Let’s Stay in Touch! • Try our scripts and tools: – www.Optmyzr.com • Contact Frederick Vallaeys: – frederick@optmyzr.com – @SiliconVallaeys – @Optmyzr
  23. 23. Google Confidential and Proprietary 2323Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Q&A Thank you!
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