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Automating AdWords: The Tools Your Competitors Wish You Didn't Know About

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Fred Vallaeys was an early Google employee who helped create many of the AdWords features still in use today.In this webinar he'll discuss:
- Specific AdWords automation rules...and things NOT to do
- AdWords scripts...how to set them up and what they can do
- Precise bidding strategies that you can use to gain an advantage over your competition
- The 3 most powerful automations at use in AdWords today. Each takes only minutes to create, costs nothing to use, but will boost your PPC results

Bid Automation

Only Google can set the bids at the time. It is important to use them and try and find the best way to set your prices. Use the dashboard to figure out the best practices.

Set up an action item. This will make it easier to automate the process by telling Google what to do. Make sure to understand what you're automating, or it may get confusing.

AdWords Scripts

AdWords Scripts allow you to to schedule and automate through code. These scripts can talk to your external data sources to be most effective. Some examples are to use it through Google Tasks, Docs, and Calendar. They can be used for A/B testing, reports, and for creating campaigns. There are several steps to creating a script, but it is worth it.

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Automating AdWords: The Tools Your Competitors Wish You Didn't Know About

  1. 1. Google Confidential and Proprietary 11@SiliconVallaeys The Tools Your Competitors Wish You Weren’t Using In AdWords Frederick Vallaeys @SiliconVallaeys
  2. 2. Google Confidential and Proprietary 22@SiliconVallaeys Frederick Vallaeys • Google’s AdWords Evangelist • Search Engine Land Contributor • Founder of Optmyzr • frederick@optmyzr.com
  3. 3. Google Confidential and Proprietary 33@SiliconVallaeys Optmyzr – PPC Tools and Reports Enhanced Scripts™ for AdWords • Complete automation for accounts. No programming skills required. Advanced Reporting • Schedule and share performance reports with rich data from AdWords and Google Analytics. Data Insights • Beautiful visualizations help you identify opportunities in your accounts. One-Click Optimizations™ • Optimization suggestions for your AdWords and Bing accounts. Accept proposed changes with one click. AdWords advertisers in 103 countries grow their business with Optmyzr
  4. 4. Google Confidential and Proprietary 44@SiliconVallaeys Agenda • Bid Management • Automated Rules • AdWords Scripts
  5. 5. Google Confidential and Proprietary 55@SiliconVallaeys Automation To The Rescue • People get distracted • Some are bad at math • Want to work on fun projects
  6. 6. Google Confidential and Proprietary 66@SiliconVallaeys 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
  7. 7. Google Confidential and Proprietary 77@SiliconVallaeys Bid Automation
  8. 8. Google Confidential and Proprietary 88@SiliconVallaeys Real Time Bidding • Only Google can set bids at the time of the query • Enables them to consider more factors than advertisers can to determine the best bid
  9. 9. Google Confidential and Proprietary 99@SiliconVallaeys An Example Of What Google Knows • Google can set different bids based on search funnel data like this
  10. 10. Google Confidential and Proprietary 1010@SiliconVallaeys 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 Target Outranking Share NEW! Outrank another domain’s ads Campaign, ad group, keyword
  11. 11. Google Confidential and Proprietary 1111@SiliconVallaeys The SalesX.com Bucket Bid Method™ High Converters In last 30 days… Conversions: - At least 5 Known Converters In last 30 days… Conversions: - Less than 5 - More than 1 Unknown In last 30 days… Conversions: - None Impressions: - Less than 10 http://www.salesx.com Top of page bid First Page + 50% First Page Bid Filter Bid Strategy
  12. 12. Google Confidential and Proprietary 1212@SiliconVallaeys New: Testing Different Bids • Bid Simulator support for Bid Strategies
  13. 13. Google Confidential and Proprietary 1313@SiliconVallaeys Incremental Cost Per Conversion Source: RKG Blog Goal Action Maximum Profit Stop buying clicks when ICC > value of click Growth with no profit Stop buying clicks when avg CPC > value of click
  14. 14. Google Confidential and Proprietary 1414@SiliconVallaeys New: Bid Strategy Dashboard • Get more insights into how bid strategies are working
  15. 15. Google Confidential and Proprietary 1515@SiliconVallaeys Action Item: Tell Google How To Use Conversion Data • Go to the conversion settings page • Tell Google if they should count all conversions or only uniques • Tell Google how to attribute conversions when managing your bids
  16. 16. Google Confidential and Proprietary 1616@SiliconVallaeys A Word Of Caution About Bid 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
  17. 17. Google Confidential and Proprietary 1717@SiliconVallaeys A bid management example Automated Rules
  18. 18. Google Confidential and Proprietary 1818@SiliconVallaeys How to Enable Automated Rules
  19. 19. Google Confidential and Proprietary 1919@SiliconVallaeys Bid To Average Position < 3If Position Then Bid +10% > 2If Position Then Bid -10%
  20. 20. Google Confidential and Proprietary 2020@SiliconVallaeys A More Advanced Set Of Bid Rules
  21. 21. Google Confidential and Proprietary 2121@SiliconVallaeys Examples of Other Automated Rules • Run a specific set of ads every weekend • Pause keywords that have a quality score less than 3 • Email me when a keyword spends more than $50 with no conversion
  22. 22. Google Confidential and Proprietary 2222@SiliconVallaeys Automated Rules in MCC Accounts NEW! • Apply the same rules you used in individual accounts across all the accounts in your My Client Center (MCC)
  23. 23. Google Confidential and Proprietary 2323@SiliconVallaeys Advanced AdWords Automation AdWords Scripts
  24. 24. Google Confidential and Proprietary 2424@SiliconVallaeys 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.
  25. 25. Google Confidential and Proprietary 2525@SiliconVallaeys Example Script
  26. 26. Google Confidential and Proprietary 2626@SiliconVallaeys Scripts Talk With Your Data • Scripts can talk to external data sources – Google Sheets, Google Drive, Gmail, arbitrary URLs (APIs). Weather Data Movie Data Company DataAPI
  27. 27. Google Confidential and Proprietary 2727@SiliconVallaeys Scripting Ideas
  28. 28. Google Confidential and Proprietary 2828@SiliconVallaeys Scripts + Google Calendar
  29. 29. Google Confidential and Proprietary 2929@SiliconVallaeys Scripts + Google Tasks
  30. 30. Google Confidential and Proprietary 3030@SiliconVallaeys Scripts For Bid Management High Converters In last 30 days… Conversions: - At least 5 Known Converters In last 30 days… Conversions: - Less than 5 - More than 1 Unknown In last 30 days… Conversions: - None Impressions: - Less than 10 Top of page bid First Page + 50% First Page Bid Filter Bid Strategy
  31. 31. Google Confidential and Proprietary 3131@SiliconVallaeys Scripts For Creating Campaigns
  32. 32. Google Confidential and Proprietary 3232@SiliconVallaeys Scripts For A/B Testing Source: Screenshot from FreeAdWordsScripts.com
  33. 33. Google Confidential and Proprietary 3333@SiliconVallaeys Scripts For Reporting Aggregation • Performance by keyword match type
  34. 34. Google Confidential and Proprietary 3434@SiliconVallaeys Ad Template Performance • What is the best text for Description Line 1?
  35. 35. Google Confidential and Proprietary 3535@SiliconVallaeys Scripts Have Flexible Outputs
  36. 36. Google Confidential and Proprietary 3636@SiliconVallaeys Save Reports To Your Computer • Save reports to your computer automatically
  37. 37. Google Confidential and Proprietary 3737@SiliconVallaeys Send Results Via Email
  38. 38. Google Confidential and Proprietary 3838@SiliconVallaeys Scripts Can Add Results to Google Sheets
  39. 39. Google Confidential and Proprietary 3939@SiliconVallaeys How To Run A Script
  40. 40. Google Confidential and Proprietary 4040@SiliconVallaeys Setup: Step 1: Find Your First Script https://developers.google.com/adwords/scripts/ http://www.FreeAdwordsScripts.com http://www.Optmyzr.com http://tptr.co/FreeAWScripts
  41. 41. Google Confidential and Proprietary 4141@SiliconVallaeys Step 2: Add The Script In AdWords • Go to the account where you want to run the script • Now you can add scripts to MCC accounts • Campaigns > Bulk Operations > Scripts
  42. 42. Google Confidential and Proprietary 4242@SiliconVallaeys Step 3: Copy-and-Paste the Code
  43. 43. Google Confidential and Proprietary 4343@SiliconVallaeys Step 4: Preview the Script
  44. 44. Google Confidential and Proprietary 4444@SiliconVallaeys Customizing Your First Script
  45. 45. Google Confidential and Proprietary 4545@SiliconVallaeys Step 1 – Find a Script You Like • Sample script from Google • Missing conversion metrics Source: https://developers.google.com/adwords/scripts/docs/solutions/account-summary
  46. 46. Google Confidential and Proprietary 4646@SiliconVallaeys Step 2 – Copy Code to AdWords
  47. 47. Google Confidential and Proprietary 4747@SiliconVallaeys Step 3 – Find Sections That Deal With Metrics … … …
  48. 48. Google Confidential and Proprietary 4848@SiliconVallaeys Step 4 – Add Your Metrics … Append: , row[‘ConvertedClicks’] Change to: ‘Select Cost, ConvertedClicks, Ctr’
  49. 49. Google Confidential and Proprietary 4949@SiliconVallaeys Enhanced Scripts From Optmyzr • An easier way to run AdWords Scripts
  50. 50. Google Confidential and Proprietary 5050@SiliconVallaeys Let’s Stay in Touch! • Try Our Automations: – www.Optmyzr.com – Email me for a discount on OPTMYZR Frederick@optmyzr.com @SiliconVallaeys

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