ppc hero introduction to adwords scripts: christi olson & steve hammer
TRANSCRIPT
Christi Olson | @christijolson
Director of SEM | PointIt.com
A Non-Coders Guide to AdWords ScriptsIt’s not as intimidating as you have thought!
Steve Hammer | @armondhammer
Founder | RankHammer.com
ABOUT CHRISTI
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FUR BABIESFAMILY!RUN & CROSSFIT
POINT IT
Seattle Based Digital Marketing Agency
ABOUT STEVE
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FAMILYWhat it’s all about
FOOD AND
WINE
Eating as an art form?
HOCKEYGo Stars
RANKHAMMER
Dallas Based Internet Marketing Agency
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IT’S LIKE LEARNING A NEW LANGUAGE…
Structure TerminologyBasic rules
practice makes perfect
SCRIPTS ENABLE YOU TO
AUTOMATE all the things
THAT CAN BE DONE MANULLY IN ADWORDS
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Scripts can
MAKE CHANGES TO or REPORT ON
any element of an AdWords account.
Account or MCC LEVEL
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Anything you can do scripts can do too
“Annie Get Your Gun”
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So why are so many marketers
intimidated by scripts?
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THE
UNKNOWNIS JAVASCRIPT.
It’s not part of the average SEM skill set.
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XLS VS JAVASCRIPT: CALCULATE CPA
JavaScript Formula:var D2 = 14539; var F2 = 254;
var calculate-cpa = (D2/F2);
return (calculate-cpa );
XLS Formula:where cells:D2 = $14,539F2 = 254
=D2/F2
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SELECT Data
FROM reference table
WHERE filter conditions
GROUP BY
aggregation
LIMIT # of records
SIMILAR TO JAVA, JUST A DIFFERENT LANGUAGE ENTITIES
OBJECTS
SELECTORS
LIMIT
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LET'S START WITH SOME
STRUCTURE
NOTEPAD++ bit.ly/Notepad-plusplus
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• Outlines code
• Makes it easier to see what you are doing
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I LIKE COOKING MY FAMILY AND PETS
Use proper PUNCTUATION and STYLEthe lives it saves might be your family's
STYLE MATTERS WITH CODING
SCRIPTS ARE CASE SENSITIVE AND NEED TO BE WRITTEN IN camelCase
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/* SINGLE FORWARD SLASH + ASTRIX*SIGNIFIES COMMENTS THAT SPAN MULTIPLE
LINES. *MULTI LINE COMMENTS END WITH */
(SLASH)
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// IS A SINGLE COMMENT LINE IN JAVASCRIPT
// 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
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Spaces are only
Important
Inside “”
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PREVIEW a script before
you run it
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LET'S START WITH SOME
Building Blocks
YOU CAN DO THIS
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BREAK IT APART
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AND MAKE SOMETHING AMAZING
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STARTING SIMPLE, BUT COOL
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WORST SCRIPT EVER
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WORST SCRIPT EVER
The central program
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WORST SCRIPT EVER
A defined method
Selector
Iterator
} End
Begin {
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LOGGER
Bulk Operations >Logs>
Details>Logs>
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SELECTOR
Makes an array of the typeFiltered by conditions
Finished with get();
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SELECTOR
Conditions are ANDConnect with .
End with ;
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VARIABLES
Discreet
•5.23
•‘Office’
• 5+3
• ‘Today’ + variable
Arrays
• [4, 5, 7, 9]
•[‘Home’,’Office’,’Hotel’]
Objects
•{name:’Steve’,zip:75204,car:’Subaru’}
• {1:Array1,2:Array2}
ODD SELECTOR LOGIC
Values have to become strings
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ODD SELECTOR LOGIC
To make it flexible it has to be:“Column Operator” + Value
'Name = "' + var + '"'
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SELECTABLE?
https://developers.google.com/adwords/scripts/docs/reference/adwordsapp/adwordsapp_adselector
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SELECTOR
Get all keywordsWith a CTR greater than 0.01
For all time
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WE NOW HAVE
Selected every keywordThat has everGotten a click
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ITERATOR
What does the work
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WHILE NEXT
Sets up the repeating
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PAYLOAD
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AVAILABLE METHODS
https://developers.google.com/adwords/scripts/docs/reference/adwordsapp/adwordsapp_ad
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ITERATOR
Find the maximum CPCAdd 1%
Set as new Max CPC
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WORST SCRIPT EVER
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CHANGE IT
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NEXT LEVEL
Prewritten Scripts
+
Code Snippets
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TYPICAL CODE ARCHITECTURE
Global Variables – Used by all
Other Functions
Main Function
Local Variables
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DEFINING A FUNCTION
Functions can return values to feed a variable
Functions can also just be invoked, even without parameters
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MULTIPLE FUNCTIONS
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SNIPPETS
https://developers.google.com/adwords/scripts/docs/examples/
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SCRIPT SOLUTIONS
bit.ly/ScriptSolutions
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NOT EXACTLY READY TO USE
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TWEAK THE SELECTOR
MORE JAVASCRIPT LESSONS
http://www.codecademy.com/tracks/javascripthttp://www.w3schools.com/js/default.asp
http://www.learn-js.org/
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EDITOR = DEBUGGER
OR
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REJOICE
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LET’S GET STARTED NOW WITH
PRE-WRITTEN SCRIPTS
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SCRIPTS YOU CAN USE NOW:
bit.ly/ScriptsToUse
•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)
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RANKHAMMERS LIST OF AVAILABLE SCRIPTS:
bit.ly/1Ho3LFi
90+ Scripts in an XLS document
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SCRIPTS RESOURCES:
Optmyzr.com
FreeAdwordsScripts.com
▪ @RussellSavage
▪ @SiliconVallaeys
▪ @ArmondHammer
▪ @MarcelaDeVivo
▪ @BloomArty
▪ @SamuelDJames
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LET'S GET COMFORTABLE WITH
EDITING SCRIPTS
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START W/ SOMETHING BASICKEYWORD PERFORMANCE REPORT
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KEYWORD PERFORMANCE REPORTWanted to add 2 additional data points:Converted Clicks (CVR, CPA)• Conversion Value (ROAS)
stats.getConvertedClicks() workedstats.getConversionValue() kept giving me an error
getConversionValue() is not available with statsit has to be pulled via a separate type of report
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KEYWORD PERFORMANCE REPORTUpdated to include Converted Clicks• Converted Clicks (CVR, CPA)• Conversion Value (ROAS)
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• 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 = '[email protected]';
// URL of the default spreadsheet template. This should be a copy of http://goo.gl/cULxUXvar SPREADSHEET_URL = 'https://docs.google.com/spreadsheet/ccc?key=abc123#gid=0';
DON’T FORGET: UPDATE EMAIL/ URL (VAR)
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KEYWORD PERFORMANCE REPORT
Added to the additional columns to Headers
function outputQualityScoreData(sheet) {// Output header rowvar 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)
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KEYWORD PERFORMANCE REPORT
Added to the additional columns to Headers
function outputQualityScoreData(sheet) {// Output header rowvar header = ['Quality Score','Num Keywords','Impressions','Clicks','CTR (%)','Cost','ConvertedClicks',
];sheet.getRange(3, 2, 1, 7).setValues([header]);
I added 1 columnsIncrease # of columns from 6 to 7
Check for multiple instances of arrays within the script!
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KEYWORD PERFORMANCE REPORT
Added to the additional getStats()
// Compute datavar 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
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KEYWORD PERFORMANCE REPORT
YAY, it worked!Now I’ve got to figure out how to speed up our account audit processes!
GOAL: AUTOMATE AUDITING PROCESSES
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• 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
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I LIKE THE ACCOUNT AUDIT SCRIPT
BUT… it wasn’t the format I wanted
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I WANTED AN XLS SPREADSHEET
THAT WE COULD TRACK (AND MONITOR PROGRESS)
FOR ALL CLIENT ACCOUNTS
But for now…
Use the account audit script as a
frameworkto build out the more in-depth
audit
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STEP 1: MAP THE SCRIPT
Why? To document what & where
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STEP 2: ORGANIZE DATA
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STEP 3: BREAK IT 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
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STEP 4: CREATE REUSABLE CODE
Create Header Rows within Spreadsheet
Start with Campaigns (because ad groups are within campaigns)
For Campaigns:Get Campaign NamesCalculate total KWDs & Negative KWDs
For Ad GroupsGet Ad Group NamesCalculate total KWDs & Negative KWDs
Push everything to the SpreadsheetLog 1 row per Campaign/Ad Group with Totals
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STEP 4:WRITE REUSABLE CODECAMPAIGN & AD GROUP ITERATORS
http://bit.ly/PI-GetCMP http://bit.ly/PI-GetAG
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STEP 4:WRITE REUSABLE CODECREATE & PUSH TO SPREADSHEET
bit.ly/PI-SpreadsheetScript
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STEP 5: WRITE/EDIT CODE CAMPAIGN & AD GROUP DATA
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STEP 5: WRITE/EDIT CODE CREATE & WRITE TO GOOGLE DOC
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STEP 5: WRITE/EDIT CODE COUNT KEYWORDS BY MATCH TYPE
This is the original code from the audit doc
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THE FINISHED PRODUCT – PART 1
bit.ly/PI-KWDauditSCRIPT
CONNECT WITH US
SOCIAL NETWORKS
Rank Hammer
Downtown Dallas TX
214-720-0044
POINT IT
Downtown Seattle WA
206-673-3064
LOCATED
QUESTIONS
WEBSITE
@armondhammer@rankhammer@ChristiJOlson@point_it
rankhammer.compointit.com
linkedin.com/a/armondhammerlinkedin.com/in/ChristiJOlson
THANK YOU
APPENDIXAKA… WE HAD TOO MANY SLIDES TO SHOW YOU!
THE BASICS YOU NEED TO KNOW:
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OBJECTS……..… reference table
ENTITIES………. what your looking for
FUNCTIONS….. what the script is doing / formula
VARIABLES……. elements/items
METHODS……. how
SELECTORS..…. filters / refine results
ITERATORS…... find the next item (until there are no more)
LOGGERS…….. print the results
OBJECTS COLLECTION OF “ENTITIES”
AdWordsApp MccApp
SpreadsheetApp UrlFetchApp
ADWORDSACCOUNT
CONNECTS WITH SPREADSHEETS
(FOR REPORTING)
ACROSS YOUR MCC
COMMUNICATES WITH OTHER SERVICES &
APPLICATIONS
ENTITIES – ELEMENT/PROPERTY
List of
AdWords Entities:
bit.ly/1aeDxby
FUNCTIONS PERFORM TASKS / PROCEDURES
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{ } Curly Brackets define
the beginning & End of a Function
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VARIABLES (VAR) NAME & STORE DATA WITHIN SCRIPTS
Variable are like a container to store “data”
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ESTABLISH AN OBJECT AND SELECT AN ENTITY TO QUERY
var keywords = AdWordsApp.keywords()
ObjectNamed Variable Entity
Join an object and entity with a PERIOD
METHODS ARE HOW SCRIPTS INTERACT WITH OBJECTS
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• 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
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getMaxCpc()
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
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• withCondition()
•withIds()
•forDateRange()
•orderBy()
•withLimit()
SELECTORS REFINE THE LIST OF ENTITIESAND CAN ORDER IT
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•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
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• like an array
• pattern based search
• come after selectors
hasNext()
objectNext()
LOGGER OUTPUTS THE DATA TO A PREVIEW PANEL
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•great for troubleshooting
• slows processing time
• recommend removing after debugging