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What’s In My SEM
ToolboxFrederick Vallaeys
@SiliconVallaeys
#SMX
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Frederick Vallaeys
Ten years as Google AdWords Evangelist
Optmyzr.com
@SiliconVallaeys
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Our Toolbox
• One-Click Optimization™
• A/B Ad Testing
• Quality Score Tracker
• Geo Performance Report
• Report Builder
• AdWords Scripts Library
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Agenda
Automating AdWords
Bid Automation
Automated Rules
AdWords Scripts
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Why automate?
People managing PPC:
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Why automate?
Tools managing PPC:
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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
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Bid Management Tools
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Bid Management Challenge: Too Many Variables
Lots of factors impact
performance
Keeping track of what you’ve
tested is complicated
Bid Tested Date Results
$1.00 Sep 1, 13 +120%
$1.10 Sep 8, 13 +130%
$0.95 Sep 15, 13 -80%
… … …
Thousands of keywords
Real-time factors
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Google’s Automated Bid Strategies
Bid Strategy Goal Level
Maximize Clicks More Site VisitsCampaign, ad group,
keyword
Target Search Page
LocationMore Ad Visibility
Campaign, ad group,
keyword
Target CPAMore Conversions at
Target CPACampaign, ad group
Enhanced CPC More Conversions Campaign, ad group
Target ROAS More Return on Ad SpendCampaign, ad group,
keyword
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A Word Of Caution About 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
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Automated Rules
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Challenge: Repetitive Data Analysis
• Scenario: Look for poor Quality Score keywords
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Automated Rule Example: Enable Weekend Ads
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Advanced AdWords automation
AdWords Scripts
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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.
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What Can AdWords Scripts Do?
AW Scripts can read from and write to your
AdWords account and make changes to:
• Keywords
• Bids
• Ads
• Ad Groups
• Campaigns
• Targeting
• Bid modifiers
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Benefits of Scripts
• Your secret sauce can be automated
– Scripts can run automatically, as frequently as every hour.
• Scripts can talk to external data sources
– Google Sheets, email, arbitrary URLs (APIs).
Weather
DataMovie
Data
Company
DataAPI
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AdWords Script Ideas
• Get notified when an ad group’s CTR drops 3 days in a row.
• Add the same negative keywords to several AdWords accounts.
• Track Historical Quality Score.
• Calculate the right mobile bid modifier.
• Add new keywords based on the Search Terms Report.
• Detect anomalies in clicks and impressions in near real-time.
• Find ad groups with underperforming ad texts.
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AdWords Scripts Tip: Build Workflows
• Use spreadsheets to create worksheets that your team can process
• Upload via Editor or another Script
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Where to Start with Scripts
Prebuilt Scripts: From Google
https://developers.google.com/adwords/scripts/
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Let’s Stay in Touch!
• Try our scripts and tools:
– www.Optmyzr.com
• Contact Frederick Vallaeys:
– @SiliconVallaeys
– @Optmyzr
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Q&A
Thank you!