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Using Scripts in Adwords For Better Results

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SMX Advanced 2014 Session #SMX #23B - Amazing Paid Search Tactics & Tools - Using Scripts In Adwords For Better Results
By Steve Hammer @Armondhammer Of Rankhammer

For more on marketing strategy check out http://marketingland.com

Using Scripts in Adwords For Better Results

  1. 1. Using Scripts in Adwords For Better Results SMX Advanced Steve Hammer
  2. 2. Your name company, you slogan gose here... 2 About Us FAMILY What it’s all about FOOD AND WINE Eating as an art form? HOCKEY Go Stars RANKHAMMER Dallas Based Internet Marketing Agency
  3. 3. Warning: Scripts can’t fix bad 3
  4. 4. 3 Key Script Capabilities Steve Hammer - @armondhammer 4 Math More than comparisons, calculations Parameters Change ad text without resubmitting External Data Export for reporting Input for management
  5. 5. Basic Script Framework 5 Its not enough to just automate We are not the tool Think in levels, don’t jump too far too fast Monitor for Success FIND FIX SCALE SUCCESS Steve Hammer - @armondhammer
  6. 6. Talk your rules 6 Metric When bounce rate Target Exceeds 50% Action Reduce bid 10% Steve Hammer - @armondhammer
  7. 7. Basic Script Architecture Starting Point Defines what the script will do. Required. Main Function Selector Iterator Choose Where Determines the places the script will work. Much like a filter stated in JavaScript Makes changes Pulls data for the selected entity, and can make direct changes Steve Hammer - @armondhammer
  8. 8. 8
  9. 9. FAS.COM OPTIMZR Free and Paid Library of Adwords tools www.optmyzr.com/scripts/ Evolving blog with some extensive and powerful scripts www.freeadwordsscripts.com GOOGLE Google Supports with sample code and complete scripts developers.google.com/adwords/scripts Script Resources not named RankHammer Steve Hammer - @armondhammer
  10. 10. A first simple script – Bid changes 10 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 Steve Hammer - @armondhammer
  11. 11. Tweaking the script – to something almost useful 11 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 Steve Hammer - @armondhammer
  12. 12. End Result 12Steve Hammer - @armondhammer
  13. 13. 13 Ad Parameters Two Per Ad max Ad {param1: default} Script setAdParam (1, value) Ads will not need re- approval Description: Doors open in {param1:a few} days {param2:and} hours ! Steve Hammer - @armondhammer
  14. 14. Script two – Countdown (Google example) 14 https://developers.google.com/adwords/scripts/docs/solutions/sale-countdown Steve Hammer - @armondhammer
  15. 15. Tweaking to simple inventory countdown 15 Original End Date Time 2 parameters New Inventory Conversions 1 parameter Steve Hammer - @armondhammer
  16. 16. Modified Script 16Steve Hammer - @armondhammer
  17. 17. https://developers.google.com/adwords/scripts/docs/solutions/link-checker http://www.freeadwordsscripts.com/2013/04/report-on-broken-urls-in-your-account.html External Reports – Link checker Steve Hammer - @armondhammer
  18. 18. Bid By Weather – Weather feed input 18 https://developers.google.com/adwords/scripts/docs/solutions/bid-by-weather Steve Hammer - @armondhammer
  19. 19. Crime Stats 19 http://www.freeadwordsscripts.com/2013/04/put-current-crime-statistics-in-your.html Steve Hammer - @armondhammer
  20. 20. http://www.rankhammer.com/blog/1261/adwords-scripts-twitter-followers Live Twitter Followers Steve Hammer - @armondhammer
  21. 21. WE ARE HERE SOCIAL NETWORKS Dallas TX LOCATED support@rankhammer.com QUESTIONS TWITTER WEBSITE LINKEDIN @armondhammer www.rankhammer.com www.linkedin.com/a/armondhammer Connect with us Steve Hammer - @armondhammer
  22. 22. Thank you

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