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Mastering Ad Words Scripts - Part 2

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Mastering Adwords Scripts. PRESENTATION: Mastering Ad Words Scripts - Part 2 - Given by Steve Hammer, @armondhammer - RankHammer, President. #SMX #21B

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Mastering Ad Words Scripts - Part 2

  1. 1. March 4, 2015 Mastering AdWords Scripts, Part 2 Steve Hammer President, RankHammer @armondhammer
  2. 2. searchmarketingexpo.com @Armondhammer #SMX #21b A family restaurant with a huge sandbox
  3. 3. searchmarketingexpo.com @Armondhammer #SMX #21b A ghost town on a rainy day
  4. 4. searchmarketingexpo.com @Armondhammer #SMX #21b Ad changes via XML feed
  5. 5. searchmarketingexpo.com @Armondhammer #SMX #21b
  6. 6. searchmarketingexpo.com @Armondhammer #SMX #21b Change the data source Parlor trick -> New Strategy
  7. 7. searchmarketingexpo.com @Armondhammer #SMX #21b A marketers dream
  8. 8. searchmarketingexpo.com @Armondhammer #SMX #21b RANKHAMMER Dallas Based Internet Marketing and Analytics HOCKEY Go Stars FOOD AND WINE Far too serious about food FAMILY The most important thing About Me
  9. 9. searchmarketingexpo.com @Armondhammer #SMX #21b Getting Started
  10. 10. searchmarketingexpo.com @Armondhammer #SMX #21b Intimidating? Programming + Blank Space
  11. 11. searchmarketingexpo.com @Armondhammer #SMX #21b
  12. 12. searchmarketingexpo.com @Armondhammer #SMX #21b Cutting up JavaScript Pieces
  13. 13. searchmarketingexpo.com @Armondhammer #SMX #21b • Set with Var {Name} = • Can call functions or methods • Simplest entity • Typically String, Number, Array or Object Variables • Performs a logical task • Can have parameters • Main build for code snippets Functions • Perform an action • Many predefined • A function of an object Methods
  14. 14. searchmarketingexpo.com @Armondhammer #SMX #21b Arrays • Many values • Numbered • Square Brackets [] • A special object Objects • Many properties • Named • Curly Brackets {} • Can incorporate functions – AKA methods • (most everything’s really an object)
  15. 15. searchmarketingexpo.com @Armondhammer #SMX #21b Functions • Function functionName(param1, param2) { Code; } Using a Function • functionName() in var or object
  16. 16. searchmarketingexpo.com @Armondhammer #SMX #21b Objects Var objectName = {propertyName:Value} Var job = {company:”RankHammer”,title:”president”, salary:function(rate,hours) {return rate * hours;}} Using Objects objectName.propertyName objectName[propertyName] job.company = RankHammer job.salary(10,40) = 400
  17. 17. searchmarketingexpo.com @Armondhammer #SMX #21b Common AdWords Patterns Selector Iterator
  18. 18. searchmarketingexpo.com @Armondhammer #SMX #21b Putting it together
  19. 19. searchmarketingexpo.com @Armondhammer #SMX #21b Log “Hello World” • Had a CTR greater than 0.01 • For all dates Find Keywords that • While iterates one at a time Go through the keywords • Based on Maximum CPC * 1.01Set a new CPC Go broke A first script
  20. 20. searchmarketingexpo.com @Armondhammer #SMX #21b Log “Hello World” • Had a CTR greater than 0.01 • For all dates Find Keywords that • While iterates one at a time Go through the keywords • Based on Maximum CPC * 1.01 Set a new CPC Go broke Log “Raise on Conversion” •Had conversion rate > 10% •With more than 10 clicks •Over the last 30 days Find Keywords that •While iterates one at a time Go through the keywords •Based on Max CPC * 1.05Set a new CPC Go slightly less broke
  21. 21. searchmarketingexpo.com @Armondhammer #SMX #21b Modified Script
  22. 22. searchmarketingexpo.com @Armondhammer #SMX #21b Finding the Pieces
  23. 23. searchmarketingexpo.com @Armondhammer #SMX #21b Functions •Any published script •Freeadwordsscripts.com Google •https://developers.google.com/adwords/scripts/docs/examples/
  24. 24. searchmarketingexpo.com @Armondhammer #SMX #21b Sample Code Snippet
  25. 25. searchmarketingexpo.com @Armondhammer #SMX #21b https://developers.google.com/adwords/scripts/docs/reference/adwordsapp/adwordsapp Built in Adwords method reference
  26. 26. searchmarketingexpo.com @Armondhammer #SMX #21b https://developers.google.com/adwords/scripts/docs/reference/adwordsapp/adwordsapp_labelselector#with Condition_1
  27. 27. searchmarketingexpo.com @Armondhammer #SMX #21b Getting Comfortable with change
  28. 28. searchmarketingexpo.com @Armondhammer #SMX #21b https://developers.google.com/apps-script/reference/url-fetch/ https://developers.google.com/adwords/scripts/ docs/solutions/bid-by-weather Starting with a prebuilt script
  29. 29. searchmarketingexpo.com @Armondhammer #SMX #21b http://www.rankhammer.com/blog/1261/adwords-scripts- twitter-followers Modified to live twitter followers
  30. 30. searchmarketingexpo.com @Armondhammer #SMX #21b

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