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The Secret Codes of AdWords Scripts By Steven Hammer

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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: The Secret Codes of AdWords Scripts - Given by Steven Hammer, @armondhammer - RankHammer, President. #SMX #24B

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The Secret Codes of AdWords Scripts By Steven Hammer

  1. 1. #SMX #24B @armondhammer Decoding Code The Secret Code of AdWords Scripts Steve Hammer President, RankHammer
  2. 2. #SMX #24B @armondhammer Breaking the Code
  3. 3. #SMX #24B @armondhammer Is this how code feels
  4. 4. #SMX #24B @armondhammer From Fear to Confidence
  5. 5. #SMX #24B @armondhammer
  6. 6. #SMX #24B @armondhammer About Me FAMILY What it’s all about FOOD AND WINE Eating as an art form? HOCKEY Go Stars RANKHAMMER Dallas Based Digital Marketing Agency
  7. 7. #SMX #24B @armondhammer What do we do every day?
  8. 8. #SMX #24B @armondhammer Manage by rules Exceeds Goal CPA Too High Bid Reduce by 15% Action
  9. 9. #SMX #24B @armondhammer Let’sTranslate
  10. 10. #SMX #24B @armondhammer
  11. 11. #SMX #24B @armondhammer11 Basic Logic When • Conditions In • Item Scope Change • Operation Unless • Limits Selector Iterator logic
  12. 12. #SMX #24B @armondhammer Specifying a Script When • Conditions In • Item Scope Change • Operation Unless • Limits When • CPA is higher than XXX In • Target Campaign Change • Bids by - 10% Unless • Impression share is <50%
  13. 13. #SMX #24B @armondhammer Code.org/starwars
  14. 14. #SMX #24B @armondhammer Blockly https://developers.google.com/blockly/
  15. 15. #SMX #24B @armondhammer Loops and Conditions
  16. 16. #SMX #24B @armondhammer http://www.codecademy.com/tracks/javasc ripthttp://www.w3schools.com/js/default. asp http://www.learn-js.org/ Learning a little JavaScript https://www.khanacademy.org/computing/computer- programming
  17. 17. #SMX #24B @armondhammer Make the blocks your own
  18. 18. #SMX #24B @armondhammer Worst Script Ever
  19. 19. #SMX #24B @armondhammer Function
  20. 20. #SMX #24B @armondhammer Comments
  21. 21. #SMX #24B @armondhammer Statements
  22. 22. #SMX #24B @armondhammer Logger – Line 2 Bulk Operations > Logs> Details> Logs>
  23. 23. #SMX #24B @armondhammer Selector – Line 3 - 6 Makes an array of the type Filtered by conditions Finished with get();
  24. 24. #SMX #24B @armondhammer Selector Conditions are AND Connect with . End with ;
  25. 25. #SMX #24B @armondhammer Selectable? https://developers.google.com/adwords/scripts/docs/reference/adwordsapp/adwordsapp_adselector
  26. 26. #SMX #24B @armondhammer Variables Discreet • 5.23 • ‘Office’ • 5+3 • ‘Today’ + variable Arrays • [4, 5, 7, 9] • [‘Home’,’Office’,’Hotel’] Objects • {name:’Steve’,zip:75204,car:’Subaru’} • {1:Array1,2:Array2}
  27. 27. #SMX #24B @armondhammer Selector Get all keywords With a CTR greater than 0.01 For all time
  28. 28. #SMX #24B @armondhammer We Now Have Selected every keyword That has ever Gotten a click
  29. 29. #SMX #24B @armondhammer While Next Sets up the repeating
  30. 30. #SMX #24B @armondhammer Payload Calls a method to make a change
  31. 31. #SMX #24B @armondhammer Iterator Find the maximum CPC Add 1% Set as new Max CPC
  32. 32. #SMX #24B @armondhammer Worst Script Ever
  33. 33. #SMX #24B @armondhammer First Change
  34. 34. #SMX #24B @armondhammer First Change
  35. 35. #SMX #24B @armondhammer End Product
  36. 36. #SMX #24B @armondhammer Change {almost} anything
  37. 37. #SMX #24B @armondhammer Next Level Prewritten Scripts + Code Snippets
  38. 38. #SMX #24B @armondhammer Starting Scripts http://www.rankhammer.com/blog/2541/i-heard-you-like-adwords-scripts https://developers.google.com/adwords/scripts/docs/solution/ http://freeadwordsscripts.com
  39. 39. #SMX #24B @armondhammer Defining a Function Functions can return values to feed a variable Functions can also just be invoked, even without parameters
  40. 40. #SMX #24B @armondhammer Snippets https://developers.google.com/adwords/scripts/docs/examples/
  41. 41. #SMX #24B @armondhammer Not exactly ready to use
  42. 42. #SMX #24B @armondhammer Odd Selector Logic Values have to become strings
  43. 43. #SMX #24B @armondhammer ODD Selector LOGIC To make it flexible it has to be: “Column Operator” +Value 'Name = "' + var + '"' Odd Selector Logic
  44. 44. #SMX #24B @armondhammer Tweak The Selector
  45. 45. #SMX #24B @armondhammer45 Organize Protip: Make aText Document Store modified function snippets Copy Paste next time
  46. 46. #SMX #24B @armondhammer Multiple Functions
  47. 47. #SMX #24B @armondhammer Look at real needs
  48. 48. #SMX #24B @armondhammer Good Candidates DailyActivities • Scale Changes • Profit bidding Bulk Changes • KW addition Rapid Movement • Limited Inventory • Price Changes Creative Models • Correlated Bidding Ad Copy Rotation • Timely Changes
  49. 49. #SMX #24B @armondhammer Specifying a Script When • Conditions In • Item Scope Change • Operation Unless • Limits When • CPA is higher than XXX In • Target Campaign Change • Bids by - 10% Unless • Impression share is <50%
  50. 50. #SMX #24B @armondhammer Franchises – Locations growing
  51. 51. #SMX #24B @armondhammer Our problem When • Conditions In • Item Scope Change • Operation Unless • Limits When • A new location launches In • New adgroup Change • Add city name to base keywords Unless • N/A
  52. 52. #SMX #24B @armondhammer The goal – another way Marketing +marketing +plano “marketing plano” “plano marketing”
  53. 53. #SMX #24B @armondhammer Flesh out the basic idea – all comments
  54. 54. #SMX #24B @armondhammer Find snippets and modify
  55. 55. #SMX #24B @armondhammer Flesh out the details
  56. 56. #SMX #24B @armondhammer Test and Preview
  57. 57. #SMX #24B @armondhammer I expect you to die try
  58. 58. #SMX #24B @armondhammer Protip: CopyTo Editor Review Changes as “proposed” Reject to undo
  59. 59. #SMX #24B @armondhammer LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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