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State of Search - Adwords Scripting

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Presented at State of Search in Dallas. Covering using Adwords scripts to make adwords sexy.

Published in: Marketing, Technology, Design
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State of Search - Adwords Scripting

  1. 1. Adwords Scripts for Sexy PPC Steve Hammer RankHammer President State of Search Nov 18, 2013
  2. 2. Obligatory About Me @armondhammer
  3. 3. The work of many? @armondhammer
  4. 4. Dynamic Ads @armondhammer
  5. 5. Super Powers? @armondhammer
  6. 6. Social Media – Sexy? @armondhammer
  7. 7. Scripts are Sexy @armondhammer
  8. 8. Where to use scripts API • Realtime Scripts • Parameters • External Feeds, spreadsheets • Negatives, Labels • Calculations Rules • Set CPC • Pause Ads @armondhammer
  9. 9. Starting with Scripts @armondhammer
  10. 10. Programming Actually it’s JavaScript @armondhammer
  11. 11. @armondhammer
  12. 12. Resources for scripting https://developers.google.com/adwords/scripts/ http://www.optmyzr.com/scripts/ @armondhammer
  13. 13. Framework • A/F performers • Test Winners • Customer insights Generate Insight State the rule • Think “if this then that” • Decide on interface or script • Estimate average movement • Check dashboards for “excessive” effects Monitor Execution @armondhammer
  14. 14. Talk the Process Pause keywords •Keyword entity Product returns are high •Calculate by limit As shown in this spreadsheet •External spreadsheet data Updated weekly • Frequency @armondhammer
  15. 15. Sexy Examples @armondhammer
  16. 16. Don’t overspend a firm budget http://www.freeadwordsscripts.com/2013/04/dynamically-adjust-campaign-budgetsv20.html https://developers.google.com/adwords/scripts/docs/solutions/flexible-budgets @armondhammer
  17. 17. Change ads hourly Only {param1: a few} hours left for delivery by tomorrow https://developers.google.com/adwords/scripts/docs/solutions/sale-countdown @armondhammer
  18. 18. Find broken links in ads https://developers.google.com/adwords/scripts/docs/solutions/link-checker http://www.optmyzr.com/scripts/index.php/landing-page-watch-dog/ @armondhammer
  19. 19. Change bids by external source Use UrlFetchApp to gather data Select Keywords via AdWordsApp.kewords.withconditon Apply rules as needed Change bids via keyword.setMaxCpc or Pause/enable keywords via keyword.pause @armondhammer
  20. 20. Example External Data Integrations http://www.freeadwordsscripts.com/ 2013/04/put-current-crime-statisticsin-your.html https://developers.google.com/adw ords/scripts/docs/solutions/bid-byweather @armondhammer
  21. 21. Live Twitter Count http://www.rankhammer.com/blog/1261/adwords-scripts-twitter-followers @armondhammer
  22. 22. Bonus: Automating Reporting @armondhammer
  23. 23. Script Method https://developers.google.com/adwords/scripts/docs/solutions/account-summary @armondhammer
  24. 24. From GA -> Excellent Analytics http://excellentanalytics.com/ @armondhammer
  25. 25. Thank You Steve Hammer RankHammer President @armondhammer @armondhammer

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