Adwords Scripts for Sexy PPC

Steve HammerRankHammerPresident

State of SearchNov 18, 2013

@armondhammer

Obligatory About Me

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The work of many?

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Dynamic Ads

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Super Powers?

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Social Media – Sexy?

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Scripts are Sexy

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API• Realtime

Scripts• Parameters• External Feeds,

spreadsheets• Negatives, Labels• Calculations

Rules• Set CPC• Pause Ads

Where to use scripts

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Starting with Scripts

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Actually it’s JavaScript

Programming

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http://www.optmyzr.com/scripts/

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

Resources for scripting

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• A/F performers• Test Winners• Customer

insights

Generate Insight

• Think “if this then that”• Decide on

interface or script

State the rule • Estimate

average movement• Check

dashboards for “excessive” effectsMonitor

Execution

Framework

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Pause keywords

•Keyword entity

Product returns are

high

•Calculate by limit

As shown in this

spreadsheet

•External spreadsheet data

Updated weekly

• Frequency

Talk the Process

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Sexy Examples

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http://www.freeadwordsscripts.com/2013/04/dynamically-adjust-campaign-budgets-v20.html

https://developers.google.com/adwords/scripts/docs/solutions/flexible-budgets

Don’t overspend a firm budget

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Only {param1: a few} hours left for delivery by tomorrow

https://developers.google.com/adwords/scripts/docs/solutions/sale-countdown

Change ads hourly

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https://developers.google.com/adwords/scripts/docs/solutions/link-checker

http://www.optmyzr.com/scripts/index.php/landing-page-watch-dog/

Find broken links in ads

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Use UrlFetchApp to gather data

Select Keywords via AdWordsApp.kewords.withconditon

Apply rules as needed

Change bids via keyword.setMaxCpc or

Pause/enable keywords via keyword.pause

Change bids by external source

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http://www.freeadwordsscripts.com/2013/04/put-current-crime-statistics-in-your.html

https://developers.google.com/adwords/scripts/docs/solutions/bid-by-weather

Example External Data Integrations

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http://www.rankhammer.com/blog/1261/adwords-scripts-twitter-followers

Live Twitter Count

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Bonus: Automating Reporting

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

Script Method

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http://excellentanalytics.com/

From GA -> Excellent Analytics

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Steve HammerRankHammerPresident@armondhammer

Thank You