Using AdWords Scripts to Create Your Own Ad Tech Landscape By Mitch Larson
Advanced Tips for Working with AdWords Scripts By Frederick Vallaeys
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Transcript of Advanced Tips for Working with AdWords Scripts By Frederick Vallaeys
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Scaling AdWords Scripts for the Real World
Advanced Tips For Working With AdWords Scripts
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“Addinghumanjudgmenttostatisticalmethodsmakesresultsroughly15percentmoreaccurate.Andit’seventrueinchess:Whilethebestcomputerscannoweasilybeatthebesthumans,theycaninturnbebeatenbyhumansaidedbycomputers.”
–WiredMagazine,January2014
Scripts Help You Do Better PPC
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“Aslongasthehumans[…]understandwhatitistheyarecontrolling,we’refine.It’swhentheybecomeslavestothenumbersthattroublebreaksout.”
–WiredMagazine,January2014
Automation Can Be Bad
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TITLE OPTION #2 – IMAGE Slide with SMX FOOTER:
ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooter-eitherforatitleslideorallothers.YOUMUSTUSETHISFOOTERATMINIMUMONYOURTITLESLIDE&ALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifusingexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionSMXwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.
• Versionschange• Youwanttodoslightly
differentvariationsofthesamethingfordifferentclients
Scripts Solve Some Problems but Also Create New Ones
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MCCScriptsLetYouMaintain1CopyoftheCode
Makecodechangesin1placeratherthanineveryaccount
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ReadthesettingsfortheaccountfromaGoogleSheetProTip:Usespreadsheetstocreateworkflowsforyourteam
Spreadsheets are a good way to maintain settings
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1. ExecutionTimeLimits2. EntityLimits3. GoogleServiceQuotaLimits4. AuthorizationLimits5. CampaignTypeLimits
Solutions for AdWords Scripts Limits
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Execution Time Limits
Solutions:1. Runtasksinparallel2. Maintainstateofwork
done(e.g.withlabels)3. Writebettercode
ScriptscanrunuptoOnceperHourforaupto30Minutes
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• Separatereadandwriteoperations• Googlewillautomaticallybatchthechanges
• Usereportswhenfetchingalotofdata• Usebulkuploadswhenpostingalotofchanges• Usefilterstogetonlywhatyouneed• Usecommonsense1. E.g.ifyou’reusingyesterday’sdata,thescriptonlyneedstorunonce
perday
Write More Efficient AdWords Scripts Code
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Scriptscantouchatmost250,000entitiesinanaccount…That’saproblemifyouraccounthas1millionkeywordsSolution:1. Fetchdataforanunlimitednumberofentitieswithreports2. Limitprocessingbyfilteringtheentitiesyoutouch3. Pushupto50Mbofdataor1millionrowstobulkuploads
Entity Limits
1.Fetch 2.Process 3.Post
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Checkbrokenlandingpages:
20k-100kURLfetches
EmailAlerts:
100-1500recipients
GenerateReportinSpreadsheets:
250-3200sheets
Google Services Have Quota Limits
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Eachuserisallowedtohaveupto250authorizedAdWordsScriptsatatime
Authorization Limits
Solutions:• Multipleusers• MCCscripts
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Notallfeaturesaresupported:keywordtool,bidsimulator,changehistory,…
Notallcampaigntypesaresupported:
Feature Limits
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Giventheselimitations,areScriptsreallyworthit?
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AdWordsScriptsvsAPI
Scripts API
Hosting HostedbyAdWords,justlikeGoogleDocs
Youneedaserver
Skillsneeded Copy-and-Paste Installthecode,someSDKsorlibraries,…
Scheduling SetyourscheduleinsideAdWords Maintaincronjobsonyourserver
Capabilities Can’tmanageeverything AlmosteverythinginAW
Strengths Quicktotestsomethingout Betterforlargeaccounts
BottomLine:WithScripts,youdon’tneedtobeanengineertoautomateAdWords
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AdWordsScriptsvsAutomatedRules
API
Scripts AutomatedRules
Scheduling Asoftenashourly Asoftenasdaily
Capabilities Highlycustomizable Limitedpredefinedrules
BottomLine:ScriptsaremoreflexiblethanAutomatedRules
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