PubCon Last Vegas 2015 - Editing AdWords Scripts

@ChristiJOlson #pubcon
Christi Olson
iSEM Consulting
Part 3:
A Non-Coders Guide to Editing
AdWords Scripts

Christi J. Olson
• Founder iSEM Consulting
• 10+ years marketing management
• Seasoned digital marketing leader
Professional Experience with:

HELPFUL TIPS
BEFORE YOU GET STARTED EDITING

 Don’t Use WORD for editing or saving
scripts. It can add invisible characters that
cause the code to fail
 NotePad++ Outlines and groups together
code
 NotePad++ Makes it easier to review the
code
EDIT SCRIPTS IN NOTEPAD OR NOTEPAD++

SCRIPTS ARE CASE SENSITIVE AND NEED TO BE WRITTEN
IN camelCase

COMMENTS CAN [and should] BE USED WITHIN SCRIPTS
Document what the code is supposed to do,
and options for choices within the code
// IS A SINGLE COMMENT LINE
/* SINGLE FORWARD SLASH + ASTERISK
/* COMMENT SPANNING MULTIPLE LINES */

BE PREPARED TO UPDATE SCRIPTS
CHANGES IN ADWORDS, CAUSE VARIABLES AND ENTITIES
WITHIN EXISTING SCRIPTS TO CHANGE

BE PREPARED TO UPDATE SCRIPTS
Upgraded URLs caused some scripts like Broken URL
tracker to break because the variables and entities
changed.
Find instances of : getDestinationUrl
and replace with: urls().getFinalUrl

WHAT YOU’LL MOST LIKELY NEED TO EDIT IN EVERY
SCRIPT:
 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 = 'christi@iSEMConsulting.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/abc1234/’

bit.ly/Pub-Scripts
 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)
 Search Queries by N-Grams, Written by Daniel Gilbert
 Search Query Manager, Written by Marcela De Vivo (Gryffin.com)
PRE-WRITTEN SCRIPTS YOU SHOULD USE NOW

SCRIPTING BASICS
THE ANATOMY OF WHAT’S IN A SCRIPT

 FUNCTIONS
 OBJECTS (ELEMENTS)
 ENTITIES
 VARIABLES
 METHODS
 SELECTORS
 ITERATORS
THE KEY ITEMS YOU NEED TO KNOW:

ANATOMY OF A BASIC SCRIPT
function main() {
var keywords = AdWordsApp.keywords()
.withCondition(“Status = ‘ENABLED’”)
.orderBy("Impressions DESC")
.forDateRange("YESTERDAY")
.withLimit(10)
.get();
Logger.log("10 keywords with most impressions yesterday");
while (keywords.hasNext()) {
var keyword = keywords.next();
Logger.log(keyword.getText() + ": " +
keyword.getStatsFor("YESTERDAY").getImpressions());
}
}
FUNCTION
SELECTORS
ITERATOR + next METHODS
VARIABLE, OBJECT, ENTITY
LOGGER
METHODS
closes out the function
closes out the iterator

HOW TO USE SCRIPTS
IN THE ADWORDS INTERFACE

WHERE TO FIND SCRIPTS IN THE ADWORDS UI

SCRIPTS UI – WHEN YOU HAVEN’T USED IT

SCRIPTS UI – ONCE YOU’VE ADDED/RUN A SCRIPT

STEP 1: ADD A SCRIPT

STEP 2: COPY PRE-WRITTEN SCRIPT INTO NOTEPAD++

STEP 3: UPDATE SPREADSHEET URL & OTHER FIELDS

STEP 4: NAME THE SCRIPT & PASTE INTO EDITOR

STEP 5: AUTHORIZE SCRIPT & PREVIEW

STEP 6: DEBUG VIA LOGS (IF NECESSARY)

PREVIEW THE DATA IN THE SHARED DOC

STEP 7: SCHEDULING

MAKING MORE EDITS TO SCRIPTS
WHEN YOU WANT TO ADD MORE DATA

“CHEATING” WITH CUSTOMIZED SCRIPTS
FIND A SIMILAR SCRIPT AND USE IT AS A
FRAMEWORK TO BUILD OUT THE
MORE IN-DEPTH OR ROBUST SCRIPT
THAT YOU WANT

GREAT AUDIT SCRIPT, BUT THE FORMAT WASN’T IDEAL
DATA WAS IN A LOG OUTPUT

I WANTED AN XLS SPREADSHEET INSTEAD OF LOG OUTPUT

MAP WHAT THE SCRIPT DOES, AND WHAT YOU WANT
IT TO DO

CREATE REUSABLE PIECES OF 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

CODE FOR: GET CAMPAIGN & AD GROUP DATA
http://bit.ly/PI-GetCMP http://bit.ly/PI-GetAG
CAMPAIGN ITERATOR AD GROUP ITERATORS

CODE TO GET CAMPAIGN & AD GROUP DATA

bit.ly/PI-SpreadsheetScript
CODE TO PREP THE SPREADSHEET

CODE TO CREATE & WRITE TO GOOGLE DOC

USED THE ORIGINAL CODE TO COUNT KEYWORDS BY
MATCH TYPE
This is the original code
from the audit doc

PULL IT TOGETHER & QA THE FINISHED PRODUCT
bit.ly/PI-KWDauditSCRIPT

PubCon Last Vegas 2015 - Editing AdWords Scripts

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