#SMX #31B @SiliconVallaeys

AdWords Scripts

Get Ahead of Your Competitors With Scripts Based Automations

#SMX #31B @SiliconVallaeys

•  Google’s AdWords Evangelist

•  Search Engine Land Contributor

•  Founder of Optmyzr

•  frederick@optmyzr.com

Frederick Vallaeys

#SMX #31B @SiliconVallaeys

Scripts Can Talk With Your Data

Weather Data …

Data

Company Data API

#SMX #31B @SiliconVallaeys A few script ideas…

#SMX #31B @SiliconVallaeys

Scripts + Google Calendar

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Scripts + Google Tasks

#SMX #31B @SiliconVallaeys

Scripts For Bid Management

High Converters

In last 30 days… Conversions: - At least 5

Known Converters

In last 30 days… Conversions: - Less than 5 - More than 1

Unknown

In last 30 days… Conversions: - None Impressions: - Less than 10

Top of page bid First Page + 50% First Page Bid

Filter Bid Strategy

#SMX #31B @SiliconVallaeys

Scripts For Creating Campaigns

#SMX #31B @SiliconVallaeys

§  Source: Screenshot from FreeAdWordsScripts.com

Scripts For A/B Ad Testing

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§ Performance by keyword match type

Scripts For Reporting Aggregation

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§  What is the best text for Description Line 1?

Ad Template Performance

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§ Maintain one copy of the code in the MCC § Hide scripts from clients

Scripts Are Great For Agencies

Script for All accounts

Script for Auto accounts

#SMX #31B @SiliconVallaeys

Get all anomaly alerts in one place

MCC Example

VS

#SMX #31B @SiliconVallaeys

§  Save reports to your computer automatically

Save Reports To Your Computer

#SMX #31B @SiliconVallaeys

AdWords Scripts vs API Scripts API

Hosting Hosted by AdWords, just like Google Docs

You need a server

Skills needed Copy-and-Paste Install the code, some SDKs or libraries, …

Scheduling Set your schedule inside AdWords Maintain cron jobs on your server

Capabilities Can’t manage everything Almost everything in AW

Strengths Quick to test something out Better for large accounts

Bottom Line: With Scripts, you don’t need to be an engineer to automate AdWords

#SMX #31B @SiliconVallaeys

AdWords Scripts vs Automated Rules

API

Scripts Automated Rules

Scheduling As often as hourly As often as daily

Capabilities Highly customizable Limited predefined rules

Bottom Line: Scripts are more flexible than Automated Rules

#SMX #31B @SiliconVallaeys Getting started with AdWords Scripts

#SMX #31B @SiliconVallaeys

You need a programmer who knows AdWords

#SMX #31B @SiliconVallaeys

Learn how to communicate with

programmers

#SMX #31B @SiliconVallaeys

§  Write a PRD (Product Requirements Document)

§  Provide an example of the desired output

§  Think about inputs and outputs

Tips For Working With Developers

Inputs i.e. things you provide to the

program

Outputs i.e. things you

want at the end

A good developer will handle the magic that happens in the middle

#SMX #31B @SiliconVallaeys

§  http://www.freeadwordsscripts.com/

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

§  http://searchengineland.com/adwords-scripts-for-every-level-part-1-how-to-read-scripts-211658

§  http://www.optmyzr.com/scripts/

Good Sources For Script Code

#SMX #31B @SiliconVallaeys

§ An easier way to run AdWords Scripts

Enhanced Scripts From Optmyzr

#SMX #31B @SiliconVallaeys

Let’s Stay in Touch! • Try Our Automations:

www.Optmyzr.com

Email me for a discount on OPTMYZR

Frederick@optmyzr.com

@SiliconVallaeys

#SMX #31B @SiliconVallaeys

THANK YOU!

SEE YOU @SMX WEST SAN JOSE, CA

MARCH 1-3, 2016