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Advanced Tips for Working with AdWords Scripts By Frederick Vallaeys

From the SMX East Conference in New York City, September 27-29, 2016. SESSION: How To Find, Hack & Build Great AdWords Scripts. PRESENTATION: Advanced Tips for Working with AdWords Scripts - Given by Frederick Vallaeys, @siliconvallaeys - Optmyzer Inc., CEO. #SMX #24B

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Advanced Tips for Working with AdWords Scripts By Frederick Vallaeys

  1. 1. #SMX #24B @SiliconVallaeys @Optmyzr Scaling AdWords Scripts for the Real World Advanced Tips For Working With AdWords Scripts
  2. 2. #SMX #24B @SiliconVallaeys @Optmyzr “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 Scripts Help You Do Better PPC
  3. 3. #SMX #24B @SiliconVallaeys @Optmyzr “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 Automation Can Be Bad
  4. 4. #SMX #24B @SiliconVallaeys @Optmyzr •  Versions change •  You want to do slightly different variations of the same thing for different clients Scripts Solve Some Problems but Also Create New Ones
  5. 5. #SMX #24B @SiliconVallaeys @Optmyzr
  6. 6. #SMX #24B @SiliconVallaeys @Optmyzr MCC Scripts Let You Maintain 1 Copy of the Code Make code changes in 1 place rather than in every account
  7. 7. #SMX #24B @SiliconVallaeys @Optmyzr Read the settings for the account from a Google Sheet Pro Tip: Use spreadsheets to create workflows for your team Spreadsheets are a good way to maintain settings
  8. 8. #SMX #24B @SiliconVallaeys @Optmyzr 1.  Execution Time Limits 2.  Entity Limits 3.  Google Service Quota Limits 4.  Authorization Limits 5.  Campaign Type Limits Solutions for AdWords Scripts Limits
  9. 9. #SMX #24B @SiliconVallaeys @Optmyzr Execution Time Limits Solutions: 1.  Run tasks in parallel 2.  Maintain state of work done (e.g. with labels) 3.  Write better code Scripts can run up to Once per Hour for a up to 30 Minutes
  10. 10. #SMX #24B @SiliconVallaeys @Optmyzr •  Separate read and write operations •  Google will automatically batch the changes •  Use reports when fetching a lot of data •  Use bulk uploads when posting a lot of changes •  Use filters to get only what you need •  Use common sense 1.  E.g. if you’re using yesterday’s data, the script only needs to run once per day Write More Efficient AdWords Scripts Code
  11. 11. #SMX #24B @SiliconVallaeys @Optmyzr Scripts can touch at most 250,000 entities in an account… That’s a problem if your account has 1 million keywords Solution: 1.  Fetch data for an unlimited number of entities with reports 2.  Limit processing by filtering the entities you touch 3.  Push up to 50Mb of data or 1 million rows to bulk uploads Entity Limits 1. Fetch 2. Process 3. Post
  12. 12. #SMX #24B @SiliconVallaeys @Optmyzr Check broken landing pages: 20k-100k URL fetches Email Alerts: 100-1500 recipients Generate Report in Spreadsheets: 250-3200 sheets Google Services Have Quota Limits
  13. 13. #SMX #24B @SiliconVallaeys @Optmyzr Each user is allowed to have up to 250 authorized AdWords Scripts at a time Authorization Limits Solutions: •  Multiple users •  MCC scripts
  14. 14. #SMX #24B @SiliconVallaeys @Optmyzr Not all features are supported: keyword tool, bid simulator, change history, … Not all campaign types are supported: Feature Limits
  15. 15. #SMX #24B @SiliconVallaeys @Optmyzr Given these limitations, are Scripts really worth it?
  16. 16. #SMX #24B @SiliconVallaeys @Optmyzr AdWords Scripts vs API Scripts API Hosting Hosted by AdWords, just like Google Docs You need a server Skills needed Copy-and-Paste Install the code, some SDKs or libraries, … Scheduling Set your schedule inside AdWords Maintain cron jobs on your server Capabilities Can’t manage everything Almost everything in AW Strengths Quick to test something out Better for large accounts Bottom Line: With Scripts, you don’t need to be an engineer to automate AdWords
  17. 17. #SMX #24B @SiliconVallaeys @Optmyzr AdWords Scripts vs Automated Rules API Scripts Automated Rules Scheduling As often as hourly As often as daily Capabilities Highly customizable Limited predefined rules Bottom Line: Scripts are more flexible than Automated Rules