pubcon 2014 - adwords automation hat trick adwords scripts
DESCRIPTION
A walk through of automation methods that can be used within adwords, including scripts and other simple automation methods. Also included are some basics about ad customizers. Scripts can pull in external data and automate reporting.TRANSCRIPT
ADWORDS AUTOMATION HATTRICKSteve HammerPresident, RankHammer
AUTOMATION – A HUGE SCORE
3
A BAR WITH A HUGE PATIO
Steve Hammer, @armondhammer Rankhammer.com
LOOKS LIKE THIS WHEN IT RAINS
ADS THAT ACTIVATE AUTOMATICALLY
THE ME SLIDE
FAMILYWhat it’s all about
FOOD AND WINEVegas is a playground to me.
HOCKEYGo Stars
RANKHAMMERDallas Based Internet Marketing Agency
PERIOD ONE – AUTOMATION RULES
RULES DO THREE BASIC THINGSPause Start
Timing
Poor Performance
Email Alerts
Budget
Warnings
Updates
Basic Bid
Changes
Low Position
Minimum First Page
SIMPLE TO USE
AUTOMATION FRAMEWORK
• Bounce Rate
Metric
• Exceeds 50%
Target• Reduce bid by 10%Action
PERIOD TWO – AD CUSTOMIZERS
A HELPER TO MORE DYNAMIC ADS
BUSINESS DATA
https://support.google.com/adwords/answer/6093368
SCRIPTS
SCRIPT CAPABILITIES
External DataReportingHourly UpdatesMath
Ad Parameters
GETTING STARTED
SCRIPTING COACHING AND RESOURCES
Google Developers
FreeAdwordsScripts.com
Optmyzr
RankHammer
FIRM BUDGETS
https://developers.google.com/adwords/scripts/docs/solutions/flexible-budgets
http://www.freeadwordsscripts.com/2013/04/dynamically-adjust-campaign-budgets-v20.html
CATCH BIG MISTAKES
https://developers.google.com/adwords/scripts/docs/solutions/link-checker
http://www.freeadwordsscripts.com/2013/04/report-on-broken-urls-in-your-account.html
BIDDING BY WEATHER
https://developers.google.com/adwords/scripts/docs/solutions/bid-by-weather
MERGE SOCIAL MEDIA AND ADWORDS
LIVE TWITTER FOLLOWERS
http://www.rankhammer.com/blog/1261/adwords-scripts-twitter-followers
MODIFYING SCRIPTS
Log “Hello World”
• Had a CTR greater than 0.01
• For all dates
Find Keywords
that
• While iterates one at a timeGo through the keywords
• Based on Maximum CPC * 1.01
Set a new CPC
Go broke
USE BETTER METRICS
Log “Hello World”
• Had a CTR greater than 0.01
• For all dates
Find Keywords
that
• While iterates one at a time
Go through
the keywords
• Based on Maximum CPC * 1.01
Set a new CPC
Go broke
Log “Raise on Conversion”
•Had conversion rate > 10%•With more than 10 clicks•Over the last 30 days
Find Keywords
that
•While iterates one at a timeGo through the keywords
•Based on Max CPC * 1.05Set a new CPC
Go slightly less broke
Steve Hammer, @armondhammer Rankhammer.com
BETTER RESULT
WE ARE HERE SOCIAL NETWORKS
Dallas TXLOCATED
!
WEBSITE
@armondhammer
www.rankhammer.com
www.linkedin.com/a/armondhammer
CONNECT WITH US
THANK YOU