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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:

– frederick@optmyzr.com

– @SiliconVallaeys

– @Optmyzr

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Q&A

Thank you!