PPC HERO Introduction to AdWords Scripts: Christi Olson & Steve Hammer

Christi Olson | @christijolson
Director of SEM | PointIt.com
A Non-Coders Guide to AdWords Scripts
It’s not as intimidating as you have thought!
Steve Hammer | @armondhammer
Founder | RankHammer.com

ABOUT CHRISTI
@armondhammer#HeroConf
FUR BABIESFAMILY!RUN &
CROSSFIT
POINT IT
Seattle Based
Digital Marketing
Agency

ABOUT STEVE
FAMILY
What it’s all about
FOOD AND
WINE
Eating as an art
form?
HOCKEY
Go Stars
RANKHAMMER
Dallas Based
Internet Marketing
Agency

@ChristiJOlson#HeroConf
IT’S LIKE LEARNING A NEW
LANGUAGE…
Structure
Terminology
Basic rules
practice makes perfect

SCRIPTS ENABLE YOU TO
AUTOMATE all the things
THAT CAN BE DONE MANULLY
IN ADWORDS

Scripts can
MAKE CHANGES TO or REPORT
ON
any element of an AdWords account.
Account or MCC LEVEL

Anything you can do
scripts can do too
“Annie Get
Your Gun”

So why are so many
marketers
intimidated
by scripts?

THE
UNKNOWN
IS JAVASCRIPT.
It’s not part of the average SEM skill set.

XLS VS JAVASCRIPT: CALCULATE CPA
JavaScript Formula:
var D2 = 14539;
var F2 = 254;
var calculate-cpa = (D2/F2);
return (calculate-cpa );
XLS Formula:
where cells:
D2 = $14,539
F2 = 254
=D2/F2

SELECT Data
FROM reference table
WHERE filter conditions
GROUP
BY
aggregation
LIMIT # of records
SIMILAR TO JAVA, JUST
A DIFFERENT
LANGUAGE ENTITIES
OBJECTS
SELECTORS
LIMIT

LET'S START WITH SOME
STRUCTURE

NOTEPAD++ bit.ly/Notepad-plusplus
• Outlines code
• Makes it easier to
see what you are
doing

I LIKE COOKING MY
FAMILY AND PETS
Use proper PUNCTUATION and STYLE
the lives it saves might be your family's
STYLE MATTERS WITH CODING

SCRIPTS ARE CASE SENSITIVE AND
NEED TO BE WRITTEN IN camelCase

/* SINGLE FORWARD SLASH + ASTRIX
*SIGNIFIES COMMENTS THAT SPAN MULTIPLE
LINES.
*MULTI LINE COMMENTS END WITH */
(SLASH)

// IS A SINGLE COMMENT LINE IN JAVASCRIPT
// comments can start anywhere in a line and javascript will skip to the end of the line
// add as many or as few comments to your code explaining what it does

Spaces are only
Important
Inside “”

Always
PREVIEW a
script before
you run it

LET'S START WITH SOME
Building Blocks

YOU CAN DO THIS

BREAK IT APART

AND MAKE SOMETHING AMAZING

STARTING SIMPLE, BUT COOL

WORST SCRIPT EVER

WORST SCRIPT EVER
The central program

WORST SCRIPT EVER
A defined method
Selector
Iterator
} End
Begin {

LOGGER
Bulk Operations >
Logs>
Details>
Logs>

SELECTOR
Makes an array of the type
Filtered by conditions
Finished with get();

SELECTOR
Conditions are AND
Connect with .
End with ;

VARIABLES
Discreet
•5.23
•‘Office’
• 5+3
• ‘Today’ + variable
Arrays
•[4, 5, 7, 9]
•[‘Home’,’Office’,’Hotel’]
Objects
•{name:’Steve’,zip:75204,car:’Subaru’}
•{1:Array1,2:Array2}

ODD SELECTOR LOGIC
Values have to become strings
@armondhammer

ODD SELECTOR LOGIC
To make it flexible it has to be:
“Column Operator” + Value
'Name = "' + var + '"'
@armondhammer

SELECTABLE?
https://developers.google.com/adwords/scripts/docs/reference/adwordsapp/adwordsapp_adselector

SELECTOR
Get all keywords
With a CTR greater than 0.01
For all time

WE NOW HAVE
Selected every keyword
That has ever
Gotten a click

ITERATOR
What does the work

WHILE NEXT
Sets up the repeating

PAYLOAD
Calls a method to make a change

AVAILABLE METHODS
https://developers.google.com/adwords/scripts/docs/reference/adwordsapp/adwordsapp_ad

ITERATOR
Find the maximum CPC
Add 1%
Set as new Max CPC

CHANGE IT

NEXT LEVEL
Prewritten Scripts
+
Code Snippets

TYPICAL CODE ARCHITECTURE
Global Variables – Used by all
Other Functions
Main Function
Local Variables

DEFINING A FUNCTION
Functions can return values to feed a
variable
Functions can also just be invoked, even
without parameters

MULTIPLE FUNCTIONS

SNIPPETS
https://developers.google.com/adwords/scripts/docs/examples/

SCRIPT SOLUTIONS
bit.ly/ScriptSolutions

NOT EXACTLY READY TO USE

MORE JAVASCRIPT LESSONS
http://www.codecademy.com/tracks/javascripthttp://www.w3schools.com/js/default.asp
http://www.learn-js.org/

EDITOR = DEBUGGER
OR

LET’S GET STARTED NOW WITH
PRE-WRITTEN SCRIPTS

SCRIPTS YOU CAN USE NOW:
bit.ly/ScriptsToUse
•Campaign & Keyword Performance Report, Written by Russ Savage
• Quality Score Tracker, Written by Martin Roettgerding
• Keyword Performance by QS & Position, Written by Google Developers
• Anomaly Detector, Written by Google Developers
• Broken URL Checker, Written by Google Developers & Russ Savage (FreeAdwordsScripts.com)
• Account Audit, Written by Russ Savage (FreeAdwordsScripts.com)
• Search Query Manager, Written by Marcela De Vivo (Gryffin.com)

RANKHAMMERS LIST OF AVAILABLE
SCRIPTS:
bit.ly/1Ho3LFi
90+ Scripts in an XLS document

SCRIPTS RESOURCES:
Optmyzr.com
FreeAdwordsScripts.com
▪ @RussellSavage
▪ @SiliconVallaeys
▪ @ArmondHammer
▪ @MarcelaDeVivo
▪ @BloomArty
▪ @SamuelDJames

LET'S GET COMFORTABLE WITH
EDITING SCRIPTS

START W/ SOMETHING BASIC
KEYWORD PERFORMANCE REPORT

Wanted to add 2 additional data points:
Converted Clicks (CVR, CPA)
• Conversion Value (ROAS)
stats.getConvertedClicks() worked
stats.getConversionValue() kept giving me an error
getConversionValue() is not available with stats
it has to be pulled via a separate type of report


Updated to include Converted Clicks
• Converted Clicks (CVR, CPA)
• Conversion Value (ROAS)

• RECIPIENT_EMAIL
• your email address
• SPREADSHEET_URL
• URL for the Google Spreadsheet
// Comma-separated list of recipients. Comment out to not send any emails.
var RECIPIENT_EMAIL = 'christio@pointit.com';
// URL of the default spreadsheet template. This should be a copy of http://goo.gl/cULxUX
var SPREADSHEET_URL = 'https://docs.google.com/spreadsheet/ccc?key=abc123#gid=0';
DON’T FORGET: UPDATE EMAIL/ URL (VAR)

Added to the additional columns to Headers
function outputQualityScoreData(sheet) {
// Output header row
var header = [
'Quality Score',
'Num Keywords',
'Impressions',
'Clicks',
'CTR (%)',
'Cost',
'ConvertedClicks',
];
sheet.getRange(3, 2, 1, 7).setValues([header]);
This is an ARRAY
In this context it let you update specific data within a
spreadsheet. You’re telling it where!
getRange = (row to start on,
column to start on,
number of rows to include,
number of columns to include)

Added to the additional columns to Headers
function outputQualityScoreData(sheet) {
// Output header row
var header = [
'Quality Score',
'Num Keywords',
'Impressions',
'Clicks',
'CTR (%)',
'Cost',
'ConvertedClicks',
];
sheet.getRange(3, 2, 1, 7).setValues([header]);
I added 1 columns
Increase # of columns from
6 to 7
Check for multiple instances
of arrays within the script!

Added to the additional getStats()
// Compute data
var keywordIterator = AdWordsApp.keywords()
.forDateRange('LAST_WEEK')
.withCondition('Impressions > 0')
.get();
while (keywordIterator.hasNext()) {
var keyword = keywordIterator.next();
var stats = keyword.getStatsFor('LAST_WEEK');
var data = qualityScoreMap[keyword.getQualityScore()];
if (data) {
data.numKeywords++;
data.totalImpressions += stats.getImpressions();
data.totalClicks += stats.getClicks();
data.totalCost += stats.getCost();
data.totalConvertedClicks =+ stats.getConvertedClicks();
}
}
this pulls in the total
converted clicks into
the column

YAY, it worked!
Now I’ve got to figure out how to speed up our account audit processes!

GOAL: AUTOMATE AUDITING PROCESSES
• Account set-up & settings
• SE Linked accounts audit
 My Business / Local
 Merchant Center
 Google Analytics
 Webmaster Tools
• Conversion tracking audit
• Goals & Events review
• Remarketing Audiences
• Shopping set-up
• Dynamic Search set-up
• Campaign settings & targeting
• Network settings & targeting
• Display settings & targeting
• Day Parting analysis
• Geo Targeting analysis
• Bid-modifier analysis
• Device Targeting analysis
• Ad delivery & rotation settings
• Ad extension audit
• Landing Page audit/analysis
• Campaign architecture
• Quality Score analysis
• Impression share analysis
• Keyword audit
• Negative keyword audit
• Match type audit
• Ad copy audit
• Display / Destination URL audit
• Missed Opportunity audit
• Performance audit

I LIKE THE ACCOUNT AUDIT SCRIPT
BUT… it wasn’t the format I wanted

I WANTED AN XLS SPREADSHEET
THAT WE COULD TRACK
(AND MONITOR PROGRESS)
FOR ALL CLIENT ACCOUNTS

But for now…
Use the account audit script as a
framework
to build out the more in-depth
audit

STEP 1: MAP THE SCRIPT
Why? To document what & where

STEP 2: ORGANIZE DATA

STEP 3: BREAK IT INTO BITE SIZED PIECES
1. Campaign & Ad Group Names
2. # of Keywords by Match Type & Negative
3. Location Targeting Audit
4. Extensions Audit
5. Budget Audit

STEP 4: CREATE REUSABLE CODE
Create Header Rows within Spreadsheet
Start with Campaigns
(because ad groups are within campaigns)
For Campaigns:
Get Campaign Names
Calculate total KWDs & Negative KWDs
For Ad Groups
Get Ad Group Names
Calculate total KWDs & Negative KWDs
Push everything to the Spreadsheet
Log 1 row per Campaign/Ad Group with Totals

STEP 4:WRITE REUSABLE CODE
CAMPAIGN & AD GROUP ITERATORS
http://bit.ly/PI-GetCMP http://bit.ly/PI-GetAG

STEP 4:WRITE REUSABLE CODE
CREATE & PUSH TO SPREADSHEET
bit.ly/PI-SpreadsheetScript

STEP 5: WRITE/EDIT CODE
CAMPAIGN & AD GROUP DATA

CREATE & WRITE TO GOOGLE DOC

COUNT KEYWORDS BY MATCH TYPE
This is the original code
from the audit doc

THE FINISHED PRODUCT – PART 1
bit.ly/PI-KWDauditSCRIPT

CONNECT WITH US
SOCIAL NETWORKS
Rank Hammer
Downtown Dallas TX
214-720-0044
POINT IT
Downtown Seattle WA
206-673-3064
LOCATED
support@rankhammer.com
info@pointit.com
QUESTIONS
TWITTER
WEBSITE
LINKEDIN
@armondhammer
@rankhammer
@ChristiJOlson
@point_it
rankhammer.com
pointit.com
linkedin.com/a/armondhammer
linkedin.com/in/ChristiJOlson

APPENDIX
AKA… WE HAD TOO MANY SLIDES TO SHOW YOU!

THE BASICS YOU NEED TO KNOW:
OBJECTS……..… reference table
ENTITIES………. what your looking for
FUNCTIONS….. what the script is doing / formula
VARIABLES……. elements/items
METHODS……. how
SELECTORS..…. filters / refine results
ITERATORS…... find the next item (until there are no more)
LOGGERS…….. print the results

OBJECTS COLLECTION OF “ENTITIES”
AdWordsApp MccApp
SpreadsheetApp UrlFetchApp
ADWORDS
ACCOUNT
CONNECTS WITH
SPREADSHEETS
(FOR REPORTING)
ACROSS
YOUR MCC
COMMUNICATES
WITH OTHER
SERVICES &
APPLICATIONS

ENTITIES – ELEMENT/PROPERTY
List of
AdWords Entities:
bit.ly/1aeDxby

FUNCTIONS PERFORM
TASKS / PROCEDURES
{ } Curly Brackets define
the beginning & End of a
Function

VARIABLES (VAR) NAME & STORE DATA
WITHIN SCRIPTS
Variable are like a container to store “data”

ESTABLISH AN OBJECT AND SELECT AN ENTITY
TO QUERY
var keywords = AdWordsApp.keywords()
Object
Named
Variable Entity
Join an object and
entity with a PERIOD

METHODS ARE HOW SCRIPTS
INTERACT WITH OBJECTS
• retrieve information about an object (what it is)
• ask an object about itself (what campaign a kwd is in)
• tell the object to do something (change status)

EXAMPLES OF METHODS
getMaxCpc()
getQualityScore()
setDestinationURL()
when setting or specifying a values
enter it between the brackets ()
some methods require values.
most are left blank ()

SELECTORS REFINE THE LIST OF ENTITIES
• withCondition()
•withIds()
•forDateRange()
•orderBy()
•withLimit()

SELECTORS REFINE THE LIST OF ENTITIES
AND CAN ORDER IT
•withCondition()
(‘Entity > N’); Greater than
(‘Entity <N’); Less than
•forDateRange()
forDateRange(‘YESTERDAY’);
forDateRange(‘LAST_14_DAYS’);
•orderBy()
(‘Entity ASC’); Ascending Order
(‘Entity DESC’); Descending Order

ITERATORS RETURN THE NEXT ITEM
•like an array
• pattern based search
• come after selectors
hasNext()
objectNext()

LOGGER OUTPUTS THE DATA TO A
PREVIEW PANEL
•great for troubleshooting
• slows processing time
• recommend removing after
debugging

PPC HERO Introduction to AdWords Scripts: Christi Olson & Steve Hammer

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