This presentation runs down not only how to use adwords scripts, but offers some practical advice on how to modify them to customize for individual usage. It takes some standard examples and extends them in interesting ways, such as a script that can incorporate a live number of twitter follower via ad parameter, without needing to resubmit the ad.

1. Adwords Scripts
SMX Advanced
Steve Hammer

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. Warning: Scripts can’t fix
bad
3

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. 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. Talk your rules
6
Metric
When
bounce
rate Target
Exceeds
50%
Action
Reduce
bid 10%
Steve Hammer - @armondhammer

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

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. 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. 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. End Result
12Steve Hammer - @armondhammer

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. Script two – Countdown (Google example)
14
https://developers.google.com/adwords/scripts/docs/solutions/sale-countdown
Steve Hammer - @armondhammer

15. Tweaking to simple inventory countdown
15
Original
End Date
Time
2 parameters
New
Inventory
Conversions
1 parameter
Steve Hammer - @armondhammer

16. Modified Script
16Steve Hammer - @armondhammer

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. Bid By Weather – Weather feed input
18
https://developers.google.com/adwords/scripts/docs/solutions/bid-by-weather
Steve Hammer - @armondhammer

19. Crime Stats
19
http://www.freeadwordsscripts.com/2013/04/put-current-crime-statistics-in-your.html
Steve Hammer - @armondhammer

20. http://www.rankhammer.com/blog/1261/adwords-scripts-twitter-followers
Live Twitter Followers
Steve Hammer - @armondhammer

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. Thank you