making ppc sexy with adwords scripts
DESCRIPTION
Adwords scripting is a powerful but seeming underutilized tool to make powerful changes to accounts in ways that can't be accomplished in the interface. This presentation covers this tool and provides many free resources to copy example scripts.TRANSCRIPT
San Francisco • September 10–13, 2013 • #SESSF @SESConf
Adwords ScriptsCan make PPC sexySteve HammerRankHammerPresident
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
Obligatory About Me
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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Hey Girl, what can I do for you?
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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Quick Aside
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Scripts
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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ScriptsAPI• Realtime
Rules• Set CPC• Pause Ads
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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Starting with scripts
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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Programming
Actually it’s JavaScript
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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Good news
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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Scripting Resources
http://www.optmyzr.com/scripts/
https://developers.google.com/adwords/scripts/
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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Framework
• A/F performers• Test Winners• Customer insights
Generate Insight
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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Talk your process
Pause keywords
•Keyword entity
Product returns are
high
•Calculate by limit
As shown in this
spreadsheet
•External spreadsheet dataUpdated
weekly
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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Some Sexy Examples
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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Don’t overspend a firm budget
http://www.freeadwordsscripts.com/2013/04/dynamically-adjust-campaign-budgets-v20.html
https://developers.google.com/adwords/scripts/docs/solutions/flexible-budgets
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
Change ads hourlyOnly {param1: a few} hours left for delivery by tomorrow
https://developers.google.com/adwords/scripts/docs/solutions/sale-countdown
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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Find broken links in ads
https://developers.google.com/adwords/scripts/docs/solutions/link-checker
http://www.optmyzr.com/scripts/index.php/landing-page-watch-dog/
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
Change bids by external sourceUse UrlFetchApp to gather data
Select Keywords via AdWordsApp.kewords.withconditon
Change bids via keyword.setMaxCpc or
Pause/enable keywords via keyword.pause
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
Example External Data Integrations
http://www.freeadwordsscripts.com/2013/04/put-current-crime-statistics-in-your.html
https://developers.google.com/adwords/scripts/docs/solutions/bid-by-weather
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
Live Twitter Count
http://www.rankhammer.com/blog/1261/adwords-scripts-twitter-followers
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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Bonus: Automating Reporting
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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Script Method
https://developers.google.com/adwords/scripts/docs/solutions/account-summary
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
Excel + GA linked = Excellent Analytics
http://excellentanalytics.com/
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
Thank You
Steve HammerRankHammerPresident@armondhammer