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Automating your Adwords Insights

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Presented at Pubcon - HardCorePPC session. The general concept is that once an insight has been generated, automation is the key to using it at scale.

Presented at Pubcon - HardCorePPC session. The general concept is that once an insight has been generated, automation is the key to using it at scale.

Published in: Business

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  • 1. Presented by:Steve HammerPresident, RankHammerAutomating your AdWordsInsights
  • 2. Full Service Search AgencyAdwords and SEO obsessedDallas, TXFoodieHockey FanWho am IRankHammer
  • 3. It all starts here
  • 4. Management is looking forthings out of place
  • 5. Which one wins?
  • 6. What about at enterprisescale?
  • 7. Automate!
  • 8. Three Steps• A/F performers• Test Winners• Customer insightsGenerateInsight• Think “if this thenthat”• Decide oninterface or scriptState therule • Estimate averagemovement• Check dashboardsfor “excessive”effectsMonitorExecution
  • 9. Automation OptionsRules ScriptingAdd KeywordsAd ParametersExternal SourcesCampaign WideHourly Execution
  • 10. Examples
  • 11. #1 - Insight
  • 12. #1 – Email when high clicks
  • 13. #2 - Insight
  • 14. #2 – Position Targeting
  • 15. #3 - Insight[energy drink cases][energy drink case]
  • 16. #3 – Label Bid Management
  • 17. # 3 – External DataUse UrlFetchApp to gather dataSelect Keywords viaAdWordsApp.kewords.withconditonApply rules as neededChange bids via keyword.setMaxCpc orPause keywords via keyword.pause
  • 18. #4 - InsightBig drop inresultsaround deadline
  • 19. #4 – “Easy” copy switchAt 3AMunpause{day}At 3AMpause{night}Rule 2At 5PMunpause{night}At 5PMpause{day}Rule 1Relevantfor timeLabel{day}{night}Ad Copy
  • 20. #4 – Hourly copy updatesOnly {param1: a few} hours left for delivery tomorrowVar END_TIME = 17function main() {var timeLeft = calculateTimeLeftUntil(END_TIME);keyword.setAdParam(1, timeLeft[‘hours]);}function calculateTimeLeftUntil(end) {var hour = now.getHours();var timeLeft = {};timeLeft[hours] = end – hour;Return timeLeft;https://developers.google.com/adwords/scripts/docs/tutorials/countdown-sale

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