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SearchLeeds 2018 - Anu Adegbola - MindSwan - Adwords Script Automation and the pitfalls to avoid

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Anu believes in working efficiently – and making use of tools that do the hard work for you – even when you’re on holiday! Anu's SearchLeeds talk takes you through AdWords Scripts that will do exactly that for you and tips to ensure that you don’t get a mystic error message where you actually have no idea how to fix the problem.

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SearchLeeds 2018 - Anu Adegbola - MindSwan - Adwords Script Automation and the pitfalls to avoid

  1. 1. @mindswanppc
  2. 2. @mindswanppc Agenda Why You Need Scripts Problems & Solutions Getting Around The Limits
  3. 3. @mindswanppc
  4. 4. @mindswanppc AdWords Scripts ■ AdWords scripts provide a way to programmatically control your AdWords data using simple JavaScript in a browser- based IDE.
  5. 5. @mindswanppc What Solutions Can it Provide?
  6. 6. @mindswanppc Reporting Campaign Management Competitive Analysis Bidding Ad Copy Management
  7. 7. @mindswanppc Campaign Management
  8. 8. @mindswanppc • We want to be able to consistently keep track of our Quality Score through a daily report, taking into consideration impression levels as well Problem 1:
  9. 9. @mindswanppc • FREE AdWords Script that keeps track of an account’s QS Solution - QS Management script
  10. 10. @mindswanppc Creates a Spreadsheet – Stores it in your Google Drive. If file gets too big – it creates another file! QS Management Script
  11. 11. @mindswanppc QS Management Continuous Records – goes back to when you set it.
  12. 12. @mindswanppc QS Management – Error Avoidance
  13. 13. @mindswanppc • A couple of day before Christmas holiday – we need the spend of Generic campaigns to reach “x” amount & all Generic campaigns to be paused as soon as that amount it reached… Problem 2:
  14. 14. @mindswanppc Solution: Budget Monitor Script
  15. 15. @mindswanppc • Set the schedule Solution: Budget Monitor Script
  16. 16. @mindswanppc Competitive Analysis
  17. 17. @mindswanppc Problem 3: • In preparation for a weekly call, you see that the CPC has been higher than usual. How can we see what caused it with a clear graph?
  18. 18. @mindswanppc Solution: Auction Insight Script
  19. 19. @mindswanppc Solution: Auction Insight Script Settings – see only what will be essential to analysis
  20. 20. @mindswanppc Auction Insight - Settings
  21. 21. @mindswanppc Auction Insight - Settings
  22. 22. @mindswanppc Auction Insight – Big Blue Button
  23. 23. @mindswanppc Auction Insight - Solution
  24. 24. @mindswanppc Auction Insight - Solution
  25. 25. @mindswanppc Bidding
  26. 26. @mindswanppc Problem 4: • A client has some good deals running in certain areas of the UK and wants bids automatically adjusted in those areas
  27. 27. @mindswanppc Solution: Geo-targeting bid modifier script
  28. 28. @mindswanppc Set up 1: • Label up your campaigns • Create Google Doc with • Position/Bid Adjustment Mapping (separate sheet) • Position Bid Adjustment (separate sheet)
  29. 29. @mindswanppc Set up 2: • Run account whenever there is an offer in the areas noted in the sheet. • The scripts will: • - Upweight bids in price competitive areas • - Down weight bids in less critical regions
  30. 30. @mindswanppc Results: 20% increase in CVR
  31. 31. @mindswanppc Ad Copy Management
  32. 32. @mindswanppc Problem 5: • We wanted to create a sense of urgency by letting searchers know how long they had before an offer was ending – without having to manually change it
  33. 33. @mindswanppc Solution: Appropriate the countdown ads (in built script)
  34. 34. @mindswanppc Solution: Does a dynamic countdown of your ads
  35. 35. @mindswanppc Results: 26% increase in CVR – compared to previous sales periods of the same products
  36. 36. @mindswanppc Don’t forget… To have the ad copy paused when the countdown is down to 0!
  37. 37. @mindswanppc AdWords Scripts - Conclusion Pros​ ■ Automations made easy​ ■ Additional insights ■ Custom Solutions​
  38. 38. @mindswanppc Cons​ ■ Sometimes can be difficult to figure out errors​ ■ Very much a figure it out yourself tool​ ■ Time/process limit AdWords Scripts - Conclusion
  39. 39. @mindswanppc AdWords 2.0 MCC level Scripts – manage settings to run several scripts in parallel • https://www.ppchero.com/tricks-for-running-adwords- scripts-in-multiple-accounts/?cn-reloaded=1
  40. 40. @mindswanppc • https://developers.google.com/adwords/api/docs/guides/start AdWords 2.0
  41. 41. @mindswanppc@ansicles Not Good With Coding???
  42. 42. @mindswanppc Resources
  43. 43. @mindswanppc Summary • It’s about quality not just quantity • If you are not using a script…you are missing out on efficiency/insight/profit • BE LAZY - Help is out there!
  44. 44. @mindswanppc

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