Making PPC sexy with adwords scripts

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Adwords scripting is a powerful but seeming underutilized tool to make powerful changes to accounts in ways that can't be accomplished in the interface. This presentation covers this tool and provides many free resources to copy example scripts.

Making PPC sexy with adwords scripts

  1. 1. San Francisco • September 10–13, 2013 • #SESSF @SESConf Adwords Scripts Can make PPC sexy Steve Hammer RankHammer President
  2. 2. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @armondhammer Obligatory About Me
  3. 3. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @armondhammer Hey Girl, what can I do for you?
  4. 4. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @armondhammer Quick Aside
  5. 5. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @armondhammer Scripts
  6. 6. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @armondhammer Scripts API •Realtime Scripts • Parameters • External Feeds, spreadsheets • Negatives, Labels • Calculations Rules • Set CPC • Pause Ads
  7. 7. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @armondhammer Starting with scripts
  8. 8. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @armondhammer Programming Actually it’s JavaScript
  9. 9. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @armondhammer Good news
  10. 10. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @armondhammer Scripting Resources http://www.optmyzr.com/scripts/ https://developers.google.com/adwords/scripts/
  11. 11. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @armondhammer Framework •A/F performers •Test Winners •Customer insights Generate Insight •Think “if this then that” •Decide on interface or script State the rule •Estimate average movement •Check dashboards for “excessive” effects Monitor Execution
  12. 12. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @armondhammer Talk your process Pause keywords •Keyword entity Product returns are high •Calculate by limit As shown in this spreadsheet •External spreadsheet data Updated weekly • Frequency
  13. 13. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @armondhammer Some Sexy Examples
  14. 14. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @armondhammer Don’t overspend a firm budget http://www.freeadwordsscripts.com/2013/04/dynamically-adjust-campaign-budgets- v20.html https://developers.google.com/adwords/scripts/docs/solutions/flexible-budgets
  15. 15. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @armondhammer Change ads hourly Only {param1: a few} hours left for delivery by tomorrow https://developers.google.com/adwords/scripts/docs/solutions/sale-countdown
  16. 16. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @armondhammer Find broken links in ads https://developers.google.com/adwords/scripts/docs/solutions/link-checker http://www.optmyzr.com/scripts/index.php/landing-page-watch-dog/
  17. 17. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @armondhammer Change bids by external source Use UrlFetchApp to gather data Select Keywords via AdWordsApp.kewords.withconditon Apply rules as needed Change bids via keyword.setMaxCpc or Pause/enable keywords via keyword.pause
  18. 18. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @armondhammer Example External Data Integrations http://www.freeadwordsscripts.com/ 2013/04/put-current-crime-statistics- in-your.html https://developers.google.com/adw ords/scripts/docs/solutions/bid-by- weather
  19. 19. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @armondhammer Live Twitter Count http://www.rankhammer.com/blog/1261/adwords-scripts-twitter-followers
  20. 20. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @armondhammer Bonus: Automating Reporting
  21. 21. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @armondhammer Script Method https://developers.google.com/adwords/scripts/docs/solutions/account-summary
  22. 22. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @armondhammer Excel + GA linked = Excellent Analytics http://excellentanalytics.com/
  23. 23. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @armondhammer Thank You Steve Hammer RankHammer President @armondhammer
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