how to automate sem accounts using adwords scripts by frederick vallaeys
DESCRIPTION
From SMX East 2013 - What's in my SEM Toolbox? - Account Automation Using Adwords Scripts by Frederick Vallaeys #SMX #31BTRANSCRIPT
@SiliconVallaeys @Optmyzr www.TopTierMarketing.com
What’s In Your Toolbox?
Account Automation with AdWords Scripts
SMX East– October 2013
@SiliconVallaeys @Optmyzr www.TopTierMarketing.com
Frederick Vallaeys
SEM Consulting: TopTierMarketing.com
SEM Tools: Optmyzr.com
• @SiliconVallaeys
• (650) 600-1021
10 Years as Google AdWords Evangelist
@SiliconVallaeys @Optmyzr www.TopTierMarketing.com
Clients / Partners / Media
@SiliconVallaeys @Optmyzr www.TopTierMarketing.com
Agenda
• AdWords Scripts
• Example: Quality Score Tracker
• Advanced Tips
@SiliconVallaeys @Optmyzr www.TopTierMarketing.com
Winning!
@SiliconVallaeys @Optmyzr www.TopTierMarketing.com
People Managing PPC
@SiliconVallaeys @Optmyzr www.TopTierMarketing.com
Tools Managing PPC
@SiliconVallaeys @Optmyzr www.TopTierMarketing.com
Your Custom
AdWords
Scripts
@SiliconVallaeys @Optmyzr www.TopTierMarketing.com
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.
@SiliconVallaeys @Optmyzr www.TopTierMarketing.com
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
@SiliconVallaeys @Optmyzr www.TopTierMarketing.com
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 Spreadsheets, email, arbitrary URLs (APIs).
API
Weather
Data
Movie
Data
Company
Data
@SiliconVallaeys @Optmyzr www.TopTierMarketing.com
Script Ideas
• Historical Quality Score Tracking
• Landing Page Monitoring
• Time comparisons by account segments
• Enhanced Campaign Bid Management
• Optimize based on Search Query Report
• Anomaly Detection
• Account Structure Checker
• …
@SiliconVallaeys @Optmyzr www.TopTierMarketing.com
SCRIPT: QUALITY SCORE TRACKER
Example Use Case for AdWords Scripts:
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Quality Score and Clickthrough Rate
15
By far, clickthrough rate is the most important factor contributing to
your quality score.
Account
Creative +
URLKeyword
CTR
@SiliconVallaeys @Optmyzr www.TopTierMarketing.com
Account Quality Score: The Excel Way
@SiliconVallaeys @Optmyzr www.TopTierMarketing.com
The Scripts Way
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Copy-And-Paste the Code
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Send Results Via Email
@SiliconVallaeys @Optmyzr www.TopTierMarketing.com
Add Results To Spreadsheets
@SiliconVallaeys @Optmyzr www.TopTierMarketing.com
Add Results to Dashboards
• Push data into dashboard widgets, e.g.
Cyfe.com
@SiliconVallaeys @Optmyzr www.TopTierMarketing.com
ADVANCED TIPS FOR SCRIPTS
Take AdWords Scripts to the Next Level
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AdWords Scripts Tips: Labels
• Use Labels as inputs
@SiliconVallaeys @Optmyzr www.TopTierMarketing.com
AdWords Scripts Tips: Workflows
Use spreadsheets to create work sheets that
your team can process
Upload via Editor or another Script
@SiliconVallaeys @Optmyzr www.TopTierMarketing.com
AdWords Scripts Tips: Data Storage
Connect a Spreadsheet to a Database and
create ads from your product database
Database
(e.g. MySQL)
Sheets
AdWords
Script
@SiliconVallaeys @Optmyzr www.TopTierMarketing.com
Confused Yet?
• text
@SiliconVallaeys @Optmyzr www.TopTierMarketing.com
Where to Start With Scripts
Prebuilt Scripts: From Google
https://developers.google.com/adwords/scripts/
@SiliconVallaeys @Optmyzr www.TopTierMarketing.com
Let’s Stay In Touch!
• Get the Quality Score script for free. • www.Optmyzr.com
• Promo code: SMXEAST13
• Try our hosted tools too!
• Fred Vallaeys• [email protected]
• (650) 600-1021
• @SiliconVallaeys
• @Optmyzr
Thanks!