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Ad words automation

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Ad words automation

  1. 1. Google Confidential and Proprietary 11Confidential and Proprietarywww.Optmyzr.com@optmyzr Automating AdWords Frederick Vallaeys
  2. 2. Google Confidential and Proprietary 22Confidential and Proprietarywww.Optmyzr.com@optmyzr Frederick Vallaeys Ten years as Google AdWords Evangelist Optmyzr.com @SiliconVallaeys
  3. 3. Google Confidential and Proprietary 33Confidential and Proprietarywww.Optmyzr.com@optmyzr Our Toolbox • One-Click Optimization™ • A/B Ad Testing • Quality Score Tracker • Geo Performance Report • Report Builder • AdWords Scripts Library
  4. 4. Google Confidential and Proprietary 44Confidential and Proprietarywww.Optmyzr.com@optmyzr Agenda Automating AdWords Bid Automation Automated Rules AdWords Scripts
  5. 5. Google Confidential and Proprietary 55Confidential and Proprietarywww.Optmyzr.com@optmyzr Why automate? • Humans get distracted • Some humans are bad at math • Humans want new challenges
  6. 6. Google Confidential and Proprietary 66Confidential and Proprietarywww.Optmyzr.com@optmyzr Why not to automate? Tools treat your accounts with a cookie cutter mentality:
  7. 7. Google Confidential and Proprietary 77Confidential and Proprietarywww.Optmyzr.com@optmyzr Smart Automation Leverages Your Team’s Knowledge “Adding human judgment to statistical methods makes results roughly 15 percent more accurate. And it’s even true in chess: While the best computers can now easily beat the best humans, they can in turn be beaten by humans aided by computers.” – Wired Magazine, January 2014
  8. 8. Google Confidential and Proprietary 88Confidential and Proprietarywww.Optmyzr.com@optmyzr Bid Automation
  9. 9. Google Confidential and Proprietary 99Confidential and Proprietarywww.Optmyzr.com@optmyzr Challenge: Manage Many Goals Bid for some ads to be at the top of the page, and others to deliver the right ROI. Google Confidential and Proprietary 9
  10. 10. Google Confidential and Proprietary 1010Confidential and Proprietarywww.Optmyzr.com@optmyzr Challenge: Too Many Variables Lots of factors impact performance Keeping track of what you’ve tested is complicated Bid Tested Date Results $1.00 Sep 1, 13 +120% $1.10 Sep 8, 13 +130% $0.95 Sep 15, 13 -80% … … … Thousands of keywords Real-time factors
  11. 11. Google Confidential and Proprietary 1111Confidential and Proprietarywww.Optmyzr.com@optmyzr Google’s Automated Bid Strategies Bid Strategy Goal Level Maximize Clicks More Site Visits Campaign, ad group, keyword Target Search Page Location More Ad Visibility Campaign, ad group, keyword Target CPA More Conversions at Target CPA Campaign, ad group Enhanced CPC More Conversions Campaign, ad group Target ROAS More Return on Ad Spend Campaign, ad group, keyword
  12. 12. Google Confidential and Proprietary 1212Confidential and Proprietarywww.Optmyzr.com@optmyzr How to Implement Bid Strategies
  13. 13. Google Confidential and Proprietary 1313Confidential and Proprietarywww.Optmyzr.com@optmyzr Flexible Bid Strategies: They’re More Flexible!
  14. 14. Google Confidential and Proprietary 1414Confidential and Proprietarywww.Optmyzr.com@optmyzr A Word Of Caution About Automation “As long as the humans […] understand what it is they are controlling, we’re fine. It’s when they become slaves to the numbers that trouble breaks out.” – Wired Magazine, January 2014
  15. 15. Google Confidential and Proprietary 1515Confidential and Proprietarywww.Optmyzr.com@optmyzr Automated Rules
  16. 16. Google Confidential and Proprietary 1616Confidential and Proprietarywww.Optmyzr.com@optmyzr Challenge: Repetitive Data Analysis • Scenario: Look for poor Quality Score keywords
  17. 17. Google Confidential and Proprietary 1717Confidential and Proprietarywww.Optmyzr.com@optmyzr How to Enable Automated Rules
  18. 18. Google Confidential and Proprietary 1818Confidential and Proprietarywww.Optmyzr.com@optmyzr Rule 1: Pause Low Quality Score Keywords
  19. 19. Google Confidential and Proprietary 1919Confidential and Proprietarywww.Optmyzr.com@optmyzr Rule 2: Email Me When Position Drops
  20. 20. Google Confidential and Proprietary 2020Confidential and Proprietarywww.Optmyzr.com@optmyzr Rule 3: Enable Weekend Ads
  21. 21. Google Confidential and Proprietary 2121Confidential and Proprietarywww.Optmyzr.com@optmyzr Advanced AdWords automation AdWords Scripts
  22. 22. Google Confidential and Proprietary 2222Confidential and Proprietarywww.Optmyzr.com@optmyzr Challenge: Preserve Your Secret Sauce AdWords Scripts Can Automate Complex Things: – An ice cream shop wants to raise bids when it gets over 80 degrees outside. – An online retailer wants to pause keywords for products that get bad user reviews.
  23. 23. Google Confidential and Proprietary 2323Confidential and Proprietarywww.Optmyzr.com@optmyzr What Are AdWords Scripts? AW Scripts are pieces of JavaScript code that are put into an AdWords account where they can be scheduled to run automatically on a predefined schedule.
  24. 24. Google Confidential and Proprietary 2424Confidential and Proprietarywww.Optmyzr.com@optmyzr What Can AdWords Scripts Do? AW Scripts can read from and write to your AdWords account and make changes to: • Keywords • Bids • Ads • Ad Groups • Campaigns • Targeting • Bid modifiers
  25. 25. Google Confidential and Proprietary 2525Confidential and Proprietarywww.Optmyzr.com@optmyzr Benefits of Scripts • Your secret sauce can be automated – Scripts can run automatically, as frequently as every hour. • Scripts can talk to external data sources – Google Sheets, email, arbitrary URLs (APIs). Weather Data Movie Data Company DataAPI
  26. 26. Google Confidential and Proprietary 2626Confidential and Proprietarywww.Optmyzr.com@optmyzr AdWords Script Ideas • Get notified when an ad group’s CTR drops 3 days in a row. • Add the same negative keywords to several AdWords accounts. • Track Historical Quality Score. • Calculate the right mobile bid modifier. • Add new keywords based on the Search Terms Report. • Detect anomalies in clicks and impressions in near real-time. • Find ad groups with underperforming ad texts.
  27. 27. Google Confidential and Proprietary 2727Confidential and Proprietarywww.Optmyzr.com@optmyzr Example Use Case for AdWords Scripts Script: Quality Score Tracker
  28. 28. Google Confidential and Proprietary 2828Confidential and Proprietarywww.Optmyzr.com@optmyzr Challenge: Tracking Detailed Quality Score By far, click-through rate is the most important factor contributing to your quality score. Account Creative + URLKeyword Quality Score
  29. 29. Google Confidential and Proprietary 2929Confidential and Proprietarywww.Optmyzr.com@optmyzr Account Quality Score: The Excel Way
  30. 30. Google Confidential and Proprietary 3030Confidential and Proprietarywww.Optmyzr.com@optmyzr The Scripts Way
  31. 31. Google Confidential and Proprietary 3131Confidential and Proprietarywww.Optmyzr.com@optmyzr Copy-and-Paste the Code
  32. 32. Google Confidential and Proprietary 3232Confidential and Proprietarywww.Optmyzr.com@optmyzr Preview the Script’s Changes There is no “Undo” button!
  33. 33. Google Confidential and Proprietary 3333Confidential and Proprietarywww.Optmyzr.com@optmyzr Send Results Via Email
  34. 34. Google Confidential and Proprietary 3434Confidential and Proprietarywww.Optmyzr.com@optmyzr Add Results to Spreadsheets
  35. 35. Google Confidential and Proprietary 3535Confidential and Proprietarywww.Optmyzr.com@optmyzr Add Results to Dashboards • Push data into dashboard widgets, e.g. Cyfe.com
  36. 36. Google Confidential and Proprietary 3636Confidential and Proprietarywww.Optmyzr.com@optmyzr Take AdWords Scripts to the Next Level Advanced Tips for Scripts
  37. 37. Google Confidential and Proprietary 3737Confidential and Proprietarywww.Optmyzr.com@optmyzr AdWords Scripts Tip 1: Use Labels • Use Labels as inputs
  38. 38. Google Confidential and Proprietary 3838Confidential and Proprietarywww.Optmyzr.com@optmyzr AdWords Scripts Tip 2: Build Workflows • Use spreadsheets to create worksheets that your team can process • Upload via Editor or another Script
  39. 39. Google Confidential and Proprietary 3939Confidential and Proprietarywww.Optmyzr.com@optmyzr AdWords Scripts Tips: Data Storage • Connect a Spreadsheet to a Database and create ads from your product database Google Sheets AdWords Script Database (e.g. MySQL)
  40. 40. Google Confidential and Proprietary 4040Confidential and Proprietarywww.Optmyzr.com@optmyzr Where to Start with Scripts Prebuilt Scripts: From Google https://developers.google.com/adwords/scripts/
  41. 41. Google Confidential and Proprietary 4141Confidential and Proprietarywww.Optmyzr.com@optmyzr Let’s Stay in Touch! www.Optmyzr.com Frederick Vallaeys – frederick@toptier.us – @SiliconVallaeys – @Optmyzr
  42. 42. Google Confidential and Proprietary 4242Confidential and Proprietarywww.Optmyzr.com@optmyzr Q&A Thank you!

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