This document provides an overview of Adwords tools and scripts. It discusses the differences between Adwords scripts and the API, and outlines various use cases for scripts. Examples of scripts are presented, including a campaign generator, anomaly detector, settings change detector, ad group duplicator, and call tracking tools. Additional sources for useful Adwords scripts are also listed.
Making Adwords Scripts SCALE - The norisk approachnorisk
Adwords Scripts implementations often come with the challenge of not being able to easily manage larger accounts and workloads. This presentation by Christopher Gutknecht and Alexander Gross of norisk shows different tactics to help Adwords Scripts scale and leverage its full potential, while bypassing most known restrictions. Read more about AdWords Scripts in norisk's blog:
https://www.noriskshop.de/blog/category/adwords-scripts/
Machine Learning in PPC: How to get started today | Chris Gutknecht | Friends...norisk
This talk shows first steps to use machine learning services for your own PPC data. It will cover the use pretrained ML APIs, Auto-ML and BigQuery ML for PPC automation challenges. The talk was presented at the Friends of Search conference 2019 in Amsterdam by Chris Gutknecht.
Choosing the Right Trading Desk for Your Display Programmatic BuyingAcquisio
This is the first year in the history of advertising where display has surpassed spending on search in the US, and for agencies leaving display out of their marketing mix, there’s no better time than now to find the right trading desk to help you run and manage your clients display advertising.
With so many display buying services and vendors out there, it can be overwhelming to find exactly what fits your needs. Whether your agency is just getting started in display or if you’re looking for a new more transparent display management solution, here are the questions you should ask in order to understand exactly what you’ll be getting from an agency trading desk.
Making Adwords Scripts SCALE - The norisk approachnorisk
Adwords Scripts implementations often come with the challenge of not being able to easily manage larger accounts and workloads. This presentation by Christopher Gutknecht and Alexander Gross of norisk shows different tactics to help Adwords Scripts scale and leverage its full potential, while bypassing most known restrictions. Read more about AdWords Scripts in norisk's blog:
https://www.noriskshop.de/blog/category/adwords-scripts/
Machine Learning in PPC: How to get started today | Chris Gutknecht | Friends...norisk
This talk shows first steps to use machine learning services for your own PPC data. It will cover the use pretrained ML APIs, Auto-ML and BigQuery ML for PPC automation challenges. The talk was presented at the Friends of Search conference 2019 in Amsterdam by Chris Gutknecht.
Choosing the Right Trading Desk for Your Display Programmatic BuyingAcquisio
This is the first year in the history of advertising where display has surpassed spending on search in the US, and for agencies leaving display out of their marketing mix, there’s no better time than now to find the right trading desk to help you run and manage your clients display advertising.
With so many display buying services and vendors out there, it can be overwhelming to find exactly what fits your needs. Whether your agency is just getting started in display or if you’re looking for a new more transparent display management solution, here are the questions you should ask in order to understand exactly what you’ll be getting from an agency trading desk.
The Gift of Scripts: Unwrap Their Potential For Google Ads + MoreHanapin Marketing
Scripts are, well…confusing. You might have an idea that they’re awesome and useful and will make your life easier but, where do you start? Let’s turn those overwhelming feelings into excitement, because scripts are cheap, profitable, AND easy! That’s why we have experts here to walk you through the idea behind them and how to implement.
In this presentation, Hanapin’s Jacob Fairclough and Optmyzr’s Fred Vallaeys will provide you the pro tips you need to get started with scripts, provide examples of scripts to use in Google Ads, and take it a step further with some advanced strategies as well. Don’t miss it!
You’ll learn:
- What scripts are, and why they are useful for automation in Google Ads
- Why they are better than the API solution
- Creative and unique ideas of how to use scripts
How to increase sales up to 90% and maximizing efficiency for the same marketing budget.
I also included 2 digital transformation trends that together with my associates we confirmed that are already happening and increasing their frequency.
Search is getting so complicated: multiple search engines, bidding algorithms and AI, forecasting, and budget management. In this world of machine automation how do I maximize my productivity without losing control? In this session we’ll have a look at the tools available to search marketers in Google Ads as well as some time-saving technologies that have been implemented by 3rd party platforms to help you save time, extend your reach, and be more competitive in your SEM program.
The Business Case for ABM Part 2 with Kwanzoo and ObilityLiz Mallett
With all the recent buzz around account-based marketing, B2B companies today are actively deciding whether to continue to focus on traditional demand generation to generate leads and nurture primarily through emails, or to move budgets toward account-based marketing with a focus on engaging target accounts.
Apple Search Ads Workshop in Mobile Growth Summit San Francisco 2020 Fouad Saeidi
In Mobile Growth Summit San Francisco in Feb this year, Yekta and I went over the best practices for Apple Search Ads and the world-class optimization techniques on scaling national and global campaigns:
Full Presentation here: https://bit.ly/2UZZwwx
Scaling Search Campaigns With Bulk Uploads and Ad Customizers (SMX 2023)Christopher Gutknecht
Bulk uploads are a great choice for large-scale automation, as they can handle larger volumes than Ads scripts but without the complexity of the Google Ads API. In this session, Christopher will show what you can update via MCC-level bulk uploads and what not, including restrictions and workarounds.
Different to Ads scripts, the preparation of data has to happen elsewhere: Christopher will explain the Bergzeit approach of preparing all search campaign data in SQL and BigQuery, leveraging the Google Ads Transfer data and the dbt framework for transformations. The full github repository will be shared that you can build your own search automation platform for highly customisable account structure setups, including extensive use of ad customisers via structured data. The common campaign structure considerations arecovered step by step. This session will start with the basics of bulk uploads and finish off with advanced tactics.
Here is the link to the github repository: https://github.com/ChrisGutknecht/inventory_campaigns
New AdWords Features You Shouldn't Ignore: 3 Experts Share Their SecretsHanapin Marketing
In this presentation, Matt Umbro, Fred Vallaeys of Optmyzr and Jeff Baum share with you the new AdWords features that you should be implementing right now.
Shape.io offers a cross-channel PPC budget management software suite. Monitor your PPC spend and performance across 8 ad platforms, automate time-consuming, low-value tasks, and eliminate budget pacing issues and overspends for good. Shape also now offers an Advertising Data Infrastructure product. Shape's ADI combines a two-way API that normalizes data across all major PPC ad networks, a warehouse to house all your data, and public connectors to your favorite software tools.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
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The Gift of Scripts: Unwrap Their Potential For Google Ads + MoreHanapin Marketing
Scripts are, well…confusing. You might have an idea that they’re awesome and useful and will make your life easier but, where do you start? Let’s turn those overwhelming feelings into excitement, because scripts are cheap, profitable, AND easy! That’s why we have experts here to walk you through the idea behind them and how to implement.
In this presentation, Hanapin’s Jacob Fairclough and Optmyzr’s Fred Vallaeys will provide you the pro tips you need to get started with scripts, provide examples of scripts to use in Google Ads, and take it a step further with some advanced strategies as well. Don’t miss it!
You’ll learn:
- What scripts are, and why they are useful for automation in Google Ads
- Why they are better than the API solution
- Creative and unique ideas of how to use scripts
How to increase sales up to 90% and maximizing efficiency for the same marketing budget.
I also included 2 digital transformation trends that together with my associates we confirmed that are already happening and increasing their frequency.
Search is getting so complicated: multiple search engines, bidding algorithms and AI, forecasting, and budget management. In this world of machine automation how do I maximize my productivity without losing control? In this session we’ll have a look at the tools available to search marketers in Google Ads as well as some time-saving technologies that have been implemented by 3rd party platforms to help you save time, extend your reach, and be more competitive in your SEM program.
The Business Case for ABM Part 2 with Kwanzoo and ObilityLiz Mallett
With all the recent buzz around account-based marketing, B2B companies today are actively deciding whether to continue to focus on traditional demand generation to generate leads and nurture primarily through emails, or to move budgets toward account-based marketing with a focus on engaging target accounts.
Apple Search Ads Workshop in Mobile Growth Summit San Francisco 2020 Fouad Saeidi
In Mobile Growth Summit San Francisco in Feb this year, Yekta and I went over the best practices for Apple Search Ads and the world-class optimization techniques on scaling national and global campaigns:
Full Presentation here: https://bit.ly/2UZZwwx
Scaling Search Campaigns With Bulk Uploads and Ad Customizers (SMX 2023)Christopher Gutknecht
Bulk uploads are a great choice for large-scale automation, as they can handle larger volumes than Ads scripts but without the complexity of the Google Ads API. In this session, Christopher will show what you can update via MCC-level bulk uploads and what not, including restrictions and workarounds.
Different to Ads scripts, the preparation of data has to happen elsewhere: Christopher will explain the Bergzeit approach of preparing all search campaign data in SQL and BigQuery, leveraging the Google Ads Transfer data and the dbt framework for transformations. The full github repository will be shared that you can build your own search automation platform for highly customisable account structure setups, including extensive use of ad customisers via structured data. The common campaign structure considerations arecovered step by step. This session will start with the basics of bulk uploads and finish off with advanced tactics.
Here is the link to the github repository: https://github.com/ChrisGutknecht/inventory_campaigns
New AdWords Features You Shouldn't Ignore: 3 Experts Share Their SecretsHanapin Marketing
In this presentation, Matt Umbro, Fred Vallaeys of Optmyzr and Jeff Baum share with you the new AdWords features that you should be implementing right now.
Shape.io offers a cross-channel PPC budget management software suite. Monitor your PPC spend and performance across 8 ad platforms, automate time-consuming, low-value tasks, and eliminate budget pacing issues and overspends for good. Shape also now offers an Advertising Data Infrastructure product. Shape's ADI combines a two-way API that normalizes data across all major PPC ad networks, a warehouse to house all your data, and public connectors to your favorite software tools.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
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Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
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2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
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https://nidmindia.com/
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
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2. I have no clue how to develop but I love to
DISCLAIMER
3. 3 pa.ag
But the most important thing about me…
“I choose a lazy person to do a hard job. Because
a lazy person will find an easy way to do it.”
Bill Gates
4. 4 pa.ag
Table of Contents
1. Adwords Scripts vs. Adwords API
2. Adwords Scripts Use Cases
3. Tool: Next level call tracking
4. My favourite Adwords Scripts
6. 6 pa.ag
API
Access almost all
AW features
Almost in Realtime
SCRIPTS
Parameters
External Feeds,
Spreadsheets
Negatives, Labels
Calculations
RULES
Set CPC
Pause Ads
Scripts vs API vs Rules – available features
Scripts API
Hosting Hosted by Adwords Own Server needed
Skills needed Copy and Paste and
go for it!
Install the code, some
SDKs or libraries, …
Example Code There is already a
script for almost
everything
Not much is available
from the community
Scheduling You can schedule your
script in the Interface
Maintain cron jobs on
your server
Scale Limited but can scale
to higher limits if you
know how
Scales like crazy if you
know how
Capabilities Can‘t manage
everything
Almost everything is
manageable in Adwords
Strenghts Quick to adapt
existing scripts or test
things
Better for large accounts
or „Big-Data“
vs
7. 7 pa.ag
RULES
Set CPC
Pause Ads
Scripts vs API – Easy Explanation
AdwordsAPI(Java)
Adwords Scripts:
9. 9 pa.ag
Peak Ace
Campaign Generator
where the magic happens
The big maschine to create everything
Feed based account development with our campaign generator
Input Generator Output
Keywords Feed Data USPs &
Prices
Destinations
AC
Campaign
Campaign
Exact
AdGroup
BMM
AdGroup
Keywords
ETAs with USPs &
prices
Sitelinks with
destinations
Landing pages
with filters
Onsite
Filters
AdGroup
Namings
Landing
pages
Scaling the accounts while maintaining
the existing structure
NOT TODAY!
10. 10 pa.ag
How to tame this beast?
Account structure of our biggest clients
Maintain consistent
settings in all accounts
Realize mistakes right then
when they happen
Scale accounts while
maintaining existing
structure
Work together with 17
managers on these
accounts without losing
the overview
35
accounts
+10.000
campaigns
+1M
ad groups
+10M
keywords
+10.000
landing pages
Biggest Challenges:
11. 11 pa.ag
How we automated our work to be even more efficient
Fast but safe scaling through smart technology solutions
Control Tools
Avoid growth pain before and while growing
Peak Ace Anomaly detector
Peak Ace Setting change detector
Optimization tools
Focus on strategy & creativity vs. „PPC monkey work“
Automated duplication of AdGroups from exact
to BMM AdGroups
Optimize and Set Geo-Modifier
13. 13 pa.ag
This enhanced script is flexible in relation
to thresholds, avoids spam by showing
only useful information and allows for
late conversion forcast.
Performance impacting issues are visible
at a glance thanks to causality
information and emailed to responsible
manager.
I. Control Tools – Peak Ace Anomaly Detector
Why did we enhance Google’s anomaly script?
Google Script
Detect unexpected KPI changes
Real time warnings
E-Mail notifications 1 User
Same notification shown once a day
Allows for late conversions
Adaptable thresholds for each KPI
Dependencies with KPIs which caused the issue
Selection which manager receives which emails
No spreadsheet overload due to big data
Notifications are easy to read
Deviation in absolute numbers and percentages
More than 2000 lines of code ;)
14. 14 pa.ag
I. Control Tools – Peak Ace Anomaly Detector
Checked values: Impressions, clicks,
average CPC, … to impression shares
Possible origin of performance discrepancies
Daily executive summary report for Seniors,
Heads and client minimizes email traffic
Alerts the respective Account Manager
whenever an anomaly is detected
Shows related data making it easier to
determine root cause
Account Manager
Version:
Executive Manager
Version:
Proof of concept: This anomaly alert
allowed us to fix a problem with a clients
website within one hour after it occured.
16. 16 pa.ag
Peak Ace Settings Change Detector
Detect changes when they happen Values we monitor:
Campaign type & status
Device bid adjustments
(AdGroup & campaign)
Daily budgets
Ad rotation
Ad schedule
Bid strategies
Delivery method
Search partners
Language & location targeting
Targeting & exclusion method
Devices
CPA bid (campaign & AdGroup)
Default max CPC (AdGroup)
Ad group status
Final URLs (keyword)
+20 more!
Reality ≠ standard settings
Example of what happened
Thanks to real time updates we were able to adjust settings immediately.
Mistakes or non optimal settings are detectable at a glance and can be
corrected straight away before any negative impact can occur.
19. Set your geo targets and modifiers based on performance
GEO Bidder
20. 20 pa.ag
PA GeoModifier
Sets your GeoTargets and Modifiers automatically based on performance
https://www.pa.ag/en/location-adder-geo-bidding-adwords-script/
21. 21 pa.ag
PA GeoModifier
Sets your GeoTargets and Modifiers automatically based on performance
https://www.pa.ag/en/location-adder-geo-bidding-adwords-script/
22. Call value push to Google Analytics and Adwords
CallTracking & CRM
24. 24 pa.ag
Call Push to CRM
User calls his
unique number
Matelso sends
Caller data to CRM
CallerID
Call duration
cid (Analytics)
gclid (Adwords)
CRM
25. 25 pa.ag
CRM Push to GA & Adwords
CRM The magic sale
happens
CRM push to Google
via measurement
protocoll push(cid)
https://www.google-analytics.com/collect?v=1&tid=UA-xxxxxx-
xx&cid=GA1.2.1634492628.1495638571&t=transaction&tr=150&ti=Peak_Ace
https://www.google-analytics.com/collect?v=1&tid=UA-xxxxxx-
xx&cid=GA1.2.1634492628.1495638571&t=item&ti=Peak_Ace
(gclid)
Via API Push or
Spreadsheet
34. 34 pa.ag
Stop! - Be careful if you don‘t want to crash your account…
These 3 lines of code delete all ads in your account!
Always test your scripts before you run them!
35. https://pa.ag/omlive2017
Always looking for talent! Check out jobs.pa.ag
Marcel Prothmann
mp@pa.ag
twitter.com/peakaceag
facebook.com/peakaceag
www.pa.ag
Link to this presentation:
Editor's Notes
Text überprüfen
Info zu executive email könnte man wie ein Newspaper/Zeitung gestalten