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.

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Automating your Adwords Insights

  1. 1. Presented by:Steve HammerPresident, RankHammerAutomating your AdWordsInsights
  2. 2. Full Service Search AgencyAdwords and SEO obsessedDallas, TXFoodieHockey FanWho am IRankHammer
  3. 3. It all starts here
  4. 4. Management is looking forthings out of place
  5. 5. Which one wins?
  6. 6. What about at enterprisescale?
  7. 7. Automate!
  8. 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. 9. Automation OptionsRules ScriptingAdd KeywordsAd ParametersExternal SourcesCampaign WideHourly Execution
  10. 10. Examples
  11. 11. #1 - Insight
  12. 12. #1 – Email when high clicks
  13. 13. #2 - Insight
  14. 14. #2 – Position Targeting
  15. 15. #3 - Insight[energy drink cases][energy drink case]
  16. 16. #3 – Label Bid Management
  17. 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. 18. #4 - InsightBig drop inresultsaround deadline
  19. 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. 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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