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Step Into The Future: Automate Your PPC With AdWords Scripts - Marcela De Vivo

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: How To Find, Hack & Build Great AdWords Scripts. PRESENTATION: Step Into The Future: Automate Your PPC With AdWords Scripts - Given by Marcela De Vivo, @gryffincom - Gryffin, CEO. #SMX #24B

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Step Into The Future: Automate Your PPC With AdWords Scripts - Marcela De Vivo

  1. 1. MARCELA DE VIVO Founder & CEO of Gryffin Media Been in Digital Marketing since 1999 Worked with Adwords for over a decade I’m a child at play when it comes to creating tools
  2. 2. How I got started with Adwords Scripts Client wanted supervised automation Needed a collaborative environment None of the tools I tested did exactly what we wanted to accomplish
  3. 3. The Good News?
  4. 4. The Good News? It’s not rocket science!
  5. 5. Adwords Scripts are simple Javascript code running on the Google infrastructure, which can be used for reporting, automation and optimization
  6. 6. Write a script using Javascript code *** if you can’t write code, find someone who can! 1.
  7. 7. Use Javascript code to write a script for the task you want to be performed.
  8. 8. Programmatically access Google Adwords data. 2.
  9. 9. Upload your script to the Google Adwords interface.3.
  10. 10. Use Javascript code to write a script for the task you want to be performed.
  11. 11. Begin executing programmatic tasks! 4.
  12. 12. Use Javascript code to write a script for the task you want to be performed.
  13. 13. Schedule and execute tasks periodically. Fetch URLs and send emails. Talk to external data sources such as Google Drive, Spreadsheets. Adwords Scripts can...
  14. 14. EXAMPLES: Modify Bids by Weather
  15. 15. EXAMPLES: Landing Page URL Link Checker :
  16. 16. EXAMPLES: Pause Ads with Low CTR
  17. 17. Use Adwords Scripts with Google Spreadsheets to focus on optimization without full automation. WHY?
  18. 18. That’s why my scripts focus on streamlining... SCREENSHOT Account Setup QS Tracking KW Manager Labeling Bidding SQR Structuring Reporting
  19. 19. That’s why my scripts focus on streamlining... Account Setup QS Tracking KW Manager Labeling Bidding SQR Structuring Reporting
  20. 20. That’s why my scripts focus on streamlining... Account Setup QS Tracking KW Manager Labeling Bidding SQR Structuring Reporting
  21. 21. That’s why my scripts focus on streamlining... Account Setup QS Tracking KW Manager Labeling Bidding SQR Structuring Reporting
  22. 22. That’s why my scripts focus on streamlining... Account Setup QS Tracking KW Manager Labeling Bidding SQR Structuring Reporting
  23. 23. That’s why my scripts focus on streamlining... Account Setup QS Tracking KW Manager Labeling Bidding SQR Structuring Reporting
  24. 24. That’s why my scripts focus on streamlining... Account Setup QS Tracking KW Manager Labeling Bidding SQR Structuring Reporting
  25. 25. That’s why my scripts focus on streamlining... Account Setup QS Tracking KW Manager Labeling Bidding SQR Structuring Reporting
  26. 26. That’s why my scripts focus on streamlining... Account Setup QS Tracking KW Manager Labeling Bidding SQR Structuring Reporting
  27. 27. That’s why my scripts focus on streamlining... Account Setup QS Tracking KW Manager Labeling Bidding SQR Structuring Reporting
  28. 28. A SAMPLE WORKFLOW:
  29. 29. A SAMPLE WORKFLOW: ONCE Use Account Setup to create up new accounts or campaigns.
  30. 30. A SAMPLE WORKFLOW: HOURLY Have Bid Manager update bids every hour.
  31. 31. A SAMPLE WORKFLOW: DAILY QS Tracker should be set up to download QS daily. Use SQR to look for search terms and negative keywords. Broken Link Checker should run daily to check for broken links.
  32. 32. A SAMPLE WORKFLOW: WEEKLY Run Keyword Manager based on the account’s high & low performance parameters to determine what adjustments need to be made.
  33. 33. A SAMPLE WORKFLOW: WEEKLY Run Label Manager and compare it with data from Keyword Manager to make sure all keywords are labeled properly. Add or remove labels as needed.
  34. 34. A SAMPLE WORKFLOW: WEEKLY Run SQR Manager and move your best performing search queries to keyword- specific ad groups in your Alpha campaigns.
  35. 35. A SAMPLE WORKFLOW: MONTHLY Run Report Manager to evaluate the overall performance of the account, and gain a high level overview of optimizations required by the campaign.
  36. 36. A SAMPLE WORKFLOW: MONTHLY Run Ad Text Report to evaluate the performance of your ads, headlines, descriptions, then optimize your ads and landing pages accordingly.
  37. 37. Use these scripts together to automate your PPC, and watch your CTR, Conversions, and ROI increase dramatically!
  38. 38. THANK YOU! Follow: @marceladevivo Download eBooks: gryffin.com marcela@gryffin.com 818.482.7562 Come find me if you have questions!!

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