Get videos from all our lectures - http://video.marketingfestival.cz Marketing Festival - World-Class Digital Marketing Event #mktfest Czech Republic

1. Russ
Savage
(@russellsavage)
FreeAdWordsScripts.com
November
2nd,
2014
AdWords
Scripts:
The
Next
Level
of
AdWords
OpImizaIon

2. What
data
drives
your
business?

7. hMp://www.wunderground.com/

8. 0
2
4
6
8
10
12
14
16
12
13
14
15
16
17
18
19
20
Return
on
Investment
(millions)
Hour
of
the
Day
AdWords
ROI
vs
Hour
of
Day
ROI

9. What
data
drives
your
business?

10. About
Me
• Russ
Savage
(@russellsavage)
• MarkeIng
Engineer
• Owner
FreeAdWordsScripts.com
• From
San
Francisco,
California

11. Agenda
What
data
drives
your
business?
But
we
already
have…
What
can
they
do?
What
are
AdWords
scripts?
1
2
3
4

12. What
are
AdWords
Scripts?

13. What
are
AdWords
Scripts?
• Simple
(or
complex)
JavaScript
code
that
runs
on
Google
infrastructure
• Can
be
used
for
reporIng,
automaIon,
and
opImizaIon

16. Java-­‐what?
• There
are
tons
of
resources
out
there
for
learning
JavaScript
• Start
with
codecademy:
hMp://www.codecademy.com/en/tracks/javascript

17. So
what
can
AdWords
Scripts
do?

18. Answer:
A
lot
• Shopping
Product
Groups
• Ad
Extensions
• Budgets
• Labels
• ReporIng
• Ad
Customizers
• Create
Ads
and
Keywords
• Bids
and
Bid
Modifiers
• Ad
Groups
• And
more!

19. Infinite
CustomizaIon
of
ReporIng
• AdWords
Scripts
can
pull
any
report
the
AdWords
API
can
pull
(40+)

20. Deliver
Search
Terms
Report
Right
To
Your
Inbox

21. Write
it
once
and
run
it
across
your
enDre
MCC

22. AutomoIve
MCC
Travel
MCC
Test
MCC
Master
MCC
Test
Accounts
Travel
Accounts
Auto
Accounts

23. Of
course,
it
would
probably
look
beMer
in
a
spreadsheet

24. Build
your
assembly
line
with
AdWords
Scripts

25. AutomaIon
can
save
you
hours
a
day
• Alert
for
low
performing
campaigns
or
keywords
• Automate
discovery
of
broken
URLs
and
404
errors
• Update
Ad
copy
with
pricing
or
inventory
• Pause
low
performing
creaIve
• Learn
where
to
focus
your
precious
Ime

26. “You
can
do
anything,
but
not
everything.”
-­‐David
Allen

27. But
we
already
have…

28. But
we
already
have
Automated
Rules
AdWords
Scripts
Automated
Rules
Scheduling
Scheduled
hourly
Scheduled
daily
FuncIonality
Highly
custom;
if
you
can
dream
it,
you
can
build
it
Predefined
set
of
acIons
Scripts
are
infinitely
more
flexible
than
Automated
Rules

29. But
we
already
have
the
AdWords
API
AdWords
Scripts
AdWords
API
HosIng
Hosted
by
Google
for
free
Hosted
by
you
at
a
cost
Coding
Skills
Required
Basic
coding
skills
required
but
can
start
with
copy
and
paste
PreMy
tough
without
a
computer
science
degree
Scheduling
Schedule
within
AdWords
Maintain
cron
jobs
or
event
triggers
FuncIonality
Enough
funcIonality
for
most
things
on
most
accounts
Large
accounts;
bleeding
edge
of
features

30. AdWords
Scripts
is
easier
and
cheaper
than
developing
with
the
AdWords
API

31. But
there
are
some
limitaIons
• Not
a
great
fit
for
large
accounts
• SIll
cannot
create
campaigns
• SIll
new,
sIll
changing,
someImes
old
code
breaks
• Hard
to
know
when
something
breaks
(alerIng)

32. OpDmize
even
further

33. What
data
drives
your
business?

34. AdWords
Scripts
TV
/
Sports
Schedules
Weather
Data
Pricing
and
Inventory
Data

35. Does
your
performance
change
during
the
big
game?

36. Does
your
conversion
rate
change
when
its
cold
out?

37. Are
you
showing
ads
for
out
of
stock
products?

38. How
do
the
prices
of
related
goods
impact
your
conversions?

39. AdWords
ScripDng
is
a
powerful
tool
to
take
your
opDmizaDons
to
the
next
level

40. Thank
you
for
listening!
• Follow
me
@russellsavage
• Check
out
my
blog:
FreeAdWordsScripts.com
• Google
DocumentaIon:
developers.google.com/adwords/scripts/
• Learn
JavaScript
with
codecademy:
hMp://www.codecademy.com/en/
tracks/javascript