create powerful custom automations with adwords scripts by frederick vallaeys
TRANSCRIPT
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#SMX #32B @SiliconVallaeys
How to Find, Hack & Build Great Scripts
Create Powerful Custom
Automations with AW Scripts
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#SMX #32B @SiliconVallaeys
HELLO!I am Frederick VallaeysI am the Cofounder of OPTMYZR and Google’s former AdWords Evangelist. You can find me at @SiliconVallaeys or read my blog on Search Engine Land.
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#SMX #32B @SiliconVallaeys
Humans Could Use Some Help
Hidden Figures - Image Courtesy of 20th Century FoxIBM 7090 at NASA - Courtesy of NASA
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#SMX #32B @SiliconVallaeys
But Automation Is No Walk In The Park Either
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#SMX #32B @SiliconVallaeys
Lee Sedong became a better Go player from learning the strategies that DeepMind used to beat him.
Humans and Machines Are Better Together
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#SMX #32B @SiliconVallaeys
What Should We Automate in PPC
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#SMX #32B @SiliconVallaeysWould your results improve if you could
bid by weather?
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#SMX #32B @SiliconVallaeysOr if you could change bids in real time based on
inventory?
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#SMX #32B @SiliconVallaeys
AW Scripts are pieces of JavaScript codethat can automate tasks in AdWords on a predefined schedule.
What Are AdWords Scripts?
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#SMX #32B @SiliconVallaeys
Before You Run For The Doors...
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#SMX #32B @SiliconVallaeys
Scripts can create reports and make account changes:
• Video Campaigns• Shopping Product
Groups• Ad extensions • Budgets • Bid Strategies • Advanced APIs • Labels• Reporting API
• Audiences• Keywords• Bids• Ads• Ad Groups• Campaigns• Targeting• Bid modifiers
What Can Scripts do in AdWords?
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#SMX #32B @SiliconVallaeys
Basic Services• Charts• Drive• JDBC
(Databases)• Gmail• Google Sheets• URLFetch
Scripts work with systems outside of AdWords
…Data
Weather Data
CompanyDataAP
I
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#SMX #32B @SiliconVallaeys
Advanced APIs (Beta)• Google Analytics• BigQuery• Calendar• Fusion Tables• Prediction• Shopping Content• Tasks• YouTube• YouTube Analytics
Scripts Connect With Lots of Big Data
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#SMX #32B @SiliconVallaeysA few script ideas…
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#SMX #32B @SiliconVallaeys
Improve Your Google Account Health Score
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#SMX #32B @SiliconVallaeys
Automate Bidding
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#SMX #32B @SiliconVallaeys
Automate Holiday Themed Ads With Calendar
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#SMX #32B @SiliconVallaeys
Maintain Stacked BidsStacked bidding keeps the bid for more specific match types higher:
http://selnd.com/2npfzVK
Exact $1.00
Phrase $0.80
Modified Broad $0.70
Broad $0.60
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#SMX #32B @SiliconVallaeys
Close variants are becoming less exact
http://selnd.com/2npnPVO
Keep Exact Match Exact
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#SMX #32B @SiliconVallaeys
Change bids for a short duration when your ads run on TV or radio
Raise Bids When Your TV Ads Run
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#SMX #32B @SiliconVallaeys
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
AdWords Scripts vs API
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#SMX #32B @SiliconVallaeys
API
Scripts Automated Rules
Scheduling As often as hourly As often as daily
Capabilities Highly customizable Limited predefined rules
Entities Can use data from different entities
Can only use data from the entity you are trying to act on
Bottom Line: Scripts are more flexible than Automated Rules
AdWords Scripts vs Automated Rules
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#SMX #32B @SiliconVallaeys
Copy a Prebuilt Script
https://developers.google.com/adwords/scripts/
http://www.FreeAdwordsScripts.com
http://www.Optmyzr.com
Setup: Step 1: Find Your First Script
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#SMX #32B @SiliconVallaeys
• Go to the account where you want to run the script
Now you can add scripts to MCC accounts
• Campaigns > Bulk Operations > Scripts
Step 2: Add The Script In AdWords
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#SMX #32B @SiliconVallaeys
Step 3: Copy-and-Paste the Code
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#SMX #32B @SiliconVallaeys
Step 4: Preview the Script
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#SMX #32B @SiliconVallaeys
• Maximum frequency is hourly
• Maximum execution time is 30 minutes
Step 5: Schedule It
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#SMX #32B @SiliconVallaeys
You need a programmer who knows AdWords
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#SMX #32B @SiliconVallaeys
Learn how to communicate with
programmers
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#SMX #32B @SiliconVallaeys
• Write a PRD (Product Requirements Document)
• Provide an example of the desired output
• Think about inputs and outputs
Inputsi.e. things you provide to the
program
Outputsi.e. things you
want at the end
A good developer will handle the magic that happens in the middle
Tips For Working With Developers
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#SMX #32B @SiliconVallaeys
Scripts don’t work with some parts of AdWords:
• Keyword Planner• Display Planner• Auction Insights• Experiments • Draft Campaigns• App Campaigns• Bid Simulator
• Change History• Campaign Creation• Billing• Opportunities• Reports Tab
What Can Scripts Not Do In AdWords?
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#SMX #32B @SiliconVallaeys
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