[Webinar] A Non-Coders Guide to AdWords Scripts

@ChristiJOlson @SamuelDJames#PI_Scripts #AdWordsScripts
A Non-Coders Guide to
Adwords Scripts
It’s not as intimidating as you thought!
Point It Digital Marketing
www.Pointit.com 06.17.2015

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Toolbox Blog on the
Point It Website

#PI_Scripts
#AdWordsScripts
@ChristiJOlson @SamuelDJames

About Point It
Our Clients
Our Services

Today’s Presenters
5
Christi Olson
Director of SEM
Samuel D. James
Director of Analytics

STRUCTURE
BASIC CONCEPTS
READING SCRIPTS
EDITING SCRIPTS
WHAT WE’LL BE TALKING ABOUT TODAY:

IS LIKE LEARNING A NEW LANGUAGE…
STRUCTURE
TERMINOLOGY
BASIC RULES
PRACTICE MAKES PERFECT

SCRIPTS ENABLE YOU TO
AUTOMATE ALL THE THINGS
THAT CAN BE DONE MANUALLY 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.

LET'S START WITH
STRUCTURE

I LIKE COOKING
MY FAMILY AND PETS

I LIKE COOKING,
MY FAMILY, AND PETS.
USE PROPER STYLE [PUNCTUATION]
THE LIVES IT SAVES MIGHT BE YOUR FAMILY'S
Google JavaScript Coding Style Guide:
bit.ly/GoogleJavaScript

NOTEPAD++ bit.ly/Notepad-plusplus
• OUTLINES CODE
• MAKES IT EASIER
TO SEE WHAT YOU
ARE DOING

SCRIPTS ARE CASE SENSITIVE AND
NEED TO BE WRITTEN IN camelCase

// IS A SINGLE COMMENT LINE
// 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
(DOUBLE SLASH)

/* SINGLE FORWARD SLASH + ASTERISK
(SLASH)
*Signifies comments that span multiple
*lines.
*Multiline comments end with */

ALWAYS
PREVIEW
A SCRIPT BEFORE YOU
RUN IT

@ChristiJOlson @SamuelDJames#PI_Scripts #AdWordsScripts@ChristiJOlson
LET'S MOVE TO THE
BASIC CONCEPTS

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

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());
}
}
ANATOMY OF A BASIC SCRIPT
FUNCTION
SELECTORS
ITERATOR + next METHODS
VARIABLE, OBJECT, ENTITY
LOGGER
METHODS

FUNCTIONS PERFORM TASKS / PROCEDURES
{ } CURLY BRACKETS DEFINE
THE BEGINNING & END OF A
FUNCTION

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 OR PROPERTY
List of
AdWords Entities:
bit.ly/1aeDxby

VARIABLES (VAR) ARE USED TO NAME &
STORE DATA WITHIN YOUR SCRIPTS
variables are like a container to store “data”

ESTABLISH YOUR OBJECT
AND SELECT AN ENTITY TO QUERY
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
get()
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()
•withLimit()
•orderBy()

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
• ITERATORS ARE LIKE AN ARRAY
• PATTERN BASED SEARCH
• COME AFTER SELECTORS
hasNext()
objectNext()

LOGGER OUTPUTS THE DATA TO A
PREVIEW PANEL
• HELP TROUBLESHOOT
SCRIPTS
• SLOWS PROCESSING TIME
• RECOMMEND REMOVING
AFTER DEBUGGING

LET'S TIE IT TOGETHER
READING SCRIPTS

function main() {
.withLimit(10)
.get();
}
}

function main() {
.withLimit(10)
.get();
}
}
FUNCTION starts the script

function main() {
.withLimit(10)
.get();
Logger.log("10 keywords with most
impressions yesterday");
keyword.getStatsFor("YESTERDAY").getI
mpressions());
}
}
VARIABLE named keywords
OBJECT ENTITY

function main() {
.withLimit(10)
.get();
Logger.log("10 keywords with most
impressions yesterday");
keyword.getStatsFor("YESTERDAY").getIm
pressions());
}
}
SELECTORS find keywords:
• Enabled
• Descending Order by Impression
• Date = Yesterday
• First 10 (by impression)

function main() {
.withLimit(10)
.get();
}
}
METHODS gets keywords

function main() {
.withLimit(10)
.get();
}
}

function main() {
.withLimit(10)
.get();
}
}
LOGGER
outputs the data
for preview

function main() {
.withLimit(10)
.get();
}
}
closes out the function
closes out the iterator

function main() {
.withLimit(10)
.get();
}
}
closes out the function
FUNCTION starts the script
closes out the iterator
SELECTORS find keywords:
• Enabled
• Descending Order by Impression
• Date = Yesterday
• First 10 (by impression)
VARIABLE ties ENTITY & OBJECT together
LOGGER
METHODS gets keywords

GET STARTED NOW WITH
PRE-WRITTEN
SCRIPTS

Adwords Developer Script Solutions
bit.ly/ScriptSolutions

SCRIPTS YOU CAN USE NOW:
• 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)
Toolbox Blog on the
Point It Website

RESOURCES AND PEOPLE TO FOLLOW:
Optmyzr.com
FreeAdwordsScripts.com
@RussellSavage
@SiliconVaelleys
@ArmondHammer
@BloomArty

LET'S GET COMFORTABLE WITH
EDITING SCRIPTS

STARTED W/ KEYWORD PERFORMANCE REPORT
Wanted to add 2 additional data points:
• Converted Clicks (CVR, CPA)
• Conversion Value (ROAS)

EXISTINGS SCRIPT:
KWD PERFORMANCE
REPORT
bit.ly/GG-QSkwdScript

DON’T FORGET TO UPDATE THE
EMAIL/URL (VAR)
• 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';

GOAL: ADD ADDITIONAL DATA POINTS
Converted Clicks (CVR, CPA)
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


THE OUTPUT WITH CONVERTED CLICKS
• Converted Clicks (CVR, CPA)

KEYWORD PERFORMANCE REPORT
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!

EVENTUALLY I WANT TO AUTOMATE AUDITING
• 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 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: MAPPING OUT WHAT THE SCRIPT DID

STEP 2: ORGANIZE WHAT DATA WE NEED

STEP 3: BREAK DOWN THE EXISTING SCRIPT
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 PIECES OF CODE
NESTING FUNCTIONS
DECIDE ON THE ORDER OF THE
FUNCTIONS AND PULLING DATA

STEP 4: 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

STEP 5: WRITE THE REUSABLE PIECES OF CODE
http://bit.ly/PI-GetCMP http://bit.ly/PI-GetAG
CAMPAIGN ITERATOR AD GROUP ITERATORS

bit.ly/PI-SpreadsheetScript
STEP 5: WRITE THE REUSABLE PIECES OF CODE
PREP THE SPREADSHEET

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

CREATE & WRITE TO GOOGLE DOC

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

bit.ly/PI-KWDauditSCRIPT
STEP 6: PUT IT ALL TOGETHER
QA THE FINISHED PRODUCT

Questions?
Get in the Game: Social
Advertising Video
Platforms
June 24th @ 11:00am
Register at
pointit.co/1HjrmrH
A link to view a recorded version
of the webinar will be emailed
within 48 hours!
NEXT WEBINAR:
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[Webinar] A Non-Coders Guide to AdWords Scripts

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