automating adwords: the tools your competitors wish you didn't know about

Google Confidential and Proprietary 11@SiliconVallaeys

The Tools Your Competitors Wish You Weren’t Using In AdWordsFrederick Vallaeys

@SiliconVallaeys


Frederick Vallaeys

• Google’s AdWords Evangelist

• Search Engine Land Contributor

• Founder of Optmyzr

• [email protected]


Optmyzr – PPC Tools and Reports

Enhanced Scripts™ for AdWords• Complete automation for accounts. No programming

skills required.

Advanced Reporting• Schedule and share performance reports with rich data

from AdWords and Google Analytics.

Data Insights• Beautiful visualizations help you identify opportunities

in your accounts.

One-Click Optimizations™• Optimization suggestions for your AdWords and Bing

accounts. Accept proposed changes with one click.

AdWords advertisers in 103 countries grow their business with Optmyzr


Agenda

• Bid Management

• Automated Rules

• AdWords Scripts


Automation To The Rescue

• People get distracted

• Some are bad at math

• Want to work on fun projects


Smart Automation Leverages Your Team’s Knowledge

“Adding human judgment to

statistical methods makes

results roughly 15 percent more

accurate. And it’s even true in

chess: While the best computers

can now easily beat the best

humans, they can in turn be

beaten by humans aided by

computers.” – Wired Magazine, January 2014


Bid Automation


Real Time Bidding

• Only Google can set bids at the time of the query

• Enables them to consider more factors than advertisers can to determine the best bid


An Example Of What Google Knows

• Google can set different bids based on search funnel data like this


Google’s Automated Bid StrategiesBid Strategy Goal Level

Maximize Clicks More Site Visits Campaign, ad group, keyword

Target Search Page Location More Ad Visibility Campaign, ad group, keyword

Target CPAMore Conversions at Target CPA

Campaign, ad group

Enhanced CPC More Conversions Campaign, ad group

Target ROAS More Return on Ad Spend Campaign, ad group, keyword

Target Outranking Share NEW! Outrank another domain’s ads Campaign, ad group, keyword


The SalesX.com Bucket Bid Method™

High Converters

In last 30 days…Conversions:- At least 5

Known Converters

In last 30 days…Conversions:- Less than 5- More than 1

Unknown

In last 30 days…Conversions:- NoneImpressions:- Less than 10

http://www.salesx.com

Top of page bid

First Page + 50%

First Page Bid

Filter Bid Strategy


New: Testing Different Bids

• Bid Simulator support for Bid Strategies


Incremental Cost Per Conversion

Source: RKG Blog

Goal Action

Maximum Profit Stop buying clicks when ICC > value of click

Growth with no profit Stop buying clicks when avg CPC > value of click


New: Bid Strategy Dashboard

• Get more insights into how bid strategies are working


Action Item: Tell Google How To Use Conversion Data• Go to the conversion

settings page

• Tell Google if they should count all conversions or only uniques

• Tell Google how to attribute conversions when managing your bids


A Word Of Caution About Bid Automation

“As long as the humans […]

understand what it is they are

controlling, we’re fine. It’s

when they become slaves to

the numbers that trouble

breaks out.”

– Wired Magazine, January 2014


A bid management example

Automated Rules


How to Enable Automated Rules


Bid To Average Position

< 3

If Position

Then Bid +10%

> 2

If Position

Then Bid -10%


A More Advanced Set Of Bid Rules


Examples of Other Automated Rules

• Run a specific set of ads every weekend

• Pause keywords that have a quality score less than 3

• Email me when a keyword spends more than $50 with no conversion


Automated Rules in MCC Accounts NEW!

• Apply the same rules you used in individual accounts across all the accounts in your My Client Center (MCC)


Advanced AdWords Automation

AdWords Scripts


What Are AdWords Scripts?

AW Scripts are pieces of JavaScript code that are put into an AdWords account where they can be scheduled to run automatically on a predefined schedule.


Example Script


Scripts Talk With Your Data• Scripts can talk to external data sources

– Google Sheets, Google Drive, Gmail, arbitrary URLs (APIs).

Weather Data Movie

Data

CompanyDataAPI


Scripting Ideas


Scripts + Google Calendar


Scripts + Google Tasks


Scripts For Bid Management

High Converters

In last 30 days…Conversions:- At least 5

Known Converters

In last 30 days…Conversions:- Less than 5- More than 1

Unknown

In last 30 days…Conversions:- NoneImpressions:- Less than 10

Top of page bid

First Page + 50%

First Page Bid

Filter Bid Strategy


Scripts For Creating Campaigns


Scripts For A/B Testing

Source: Screenshot from FreeAdWordsScripts.com


Scripts For Reporting Aggregation• Performance by

keyword match type


Ad Template Performance• What is the best text for Description Line 1?


Scripts Have Flexible Outputs


Save Reports To Your Computer• Save reports to your computer automatically


Send Results Via Email


Scripts Can Add Results to Google Sheets


How To Run A Script


Setup: Step 1: Find Your First Scripthttps://developers.google.com/adwords/scripts/

http://www.FreeAdwordsScripts.com

http://www.Optmyzr.com

http://tptr.co/FreeAWScripts

https://developers.google.com/adwords/scripts/



http://www.FreeAdwordsScripts.com/

http://www.FreeAdwordsScripts.com/

http://www.Optmyzr.com/





Step 2: Add The Script In AdWords

• Go to the account where you want to run the script

• Now you can add scripts to MCC accounts

• Campaigns > Bulk Operations > Scripts


Step 3: Copy-and-Paste the Code


Step 4: Preview the Script


Customizing Your First Script


Step 1 – Find a Script You Like

• Sample script from Google

• Missing conversion metrics

Source: https://developers.google.com/adwords/scripts/docs/solutions/account-summary


Step 2 – Copy Code to AdWords


Step 3 – Find Sections That Deal With Metrics…

…

…


Step 4 – Add Your Metrics

…

Append: , row[‘ConvertedClicks’]

Change to: ‘Select Cost, ConvertedClicks, Ctr’


Enhanced Scripts From Optmyzr• An easier way to run AdWords Scripts


Let’s Stay in Touch!

• Try Our Automations:

– www.Optmyzr.com

– Email me for a discount on OPTMYZR

[email protected]

@SiliconVallaeys


mailto:[email protected]

mailto:[email protected]

automating adwords: the tools your competitors wish you didn't know about

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