using scripts in adwords for better results
DESCRIPTION
SMX Advanced 2014 Session #SMX #23B - Amazing Paid Search Tactics & Tools - Using Scripts In Adwords For Better Results By Steve Hammer @Armondhammer Of Rankhammer For more on marketing strategy check out http://marketingland.comTRANSCRIPT
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Using Scripts in Adwords
For Better Results
SMX Advanced
Steve Hammer
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Your name company, you slogan gose here... 2
About Us
FAMILY What it’s all about
FOOD AND WINE
Eating as an art form?
HOCKEY Go Stars
RANKHAMMER Dallas Based Internet Marketing Agency
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Warning: Scripts can’t fix bad
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3 Key Script Capabilities
Steve Hammer - @armondhammer 4
Math More than comparisons, calculations
Parameters
Change ad text without resubmitting
External
Data
Export for reporting Input for management
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Basic Script Framework
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Its not enough to just automate
We are not the tool
Think in levels, don’t jump too far too fast
Monitor for Success
FIND FIX SCALE SUCCESS
Steve Hammer - @armondhammer
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Talk your rules
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Met
ric
When bounce rate
Targ
et
Exceeds 50% A
ctio
n
Reduce bid 10%
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Basic Script Architecture
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Starting Point
Defines what the script will do. Required.
Main
Function Selector Iterator
Choose Where
Determines the places the script will work. Much like a filter stated in JavaScript
Makes changes
Pulls data for the selected entity, and can make direct changes
Steve Hammer - @armondhammer
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FAS.COM OPTIMZR
Free and Paid Library of Adwords tools www.optmyzr.com/scripts/
Evolving blog with some extensive and powerful scripts www.freeadwordsscripts.com
Google Supports with sample code and complete scripts developers.google.com/adwords/scripts
Script Resources not named RankHammer
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A first simple script – Bid changes
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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
Steve Hammer - @armondhammer
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Tweaking the script – to something almost useful
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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 time Go through
the keywords
•Based on Max CPC * 1.05 Set a new CPC
Go slightly less broke
Steve Hammer - @armondhammer
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End Result
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Ad Parameters
Two Per Ad max
Ad {param1: default}
Script setAdParam (1, value)
Ads will not need re-
approval
Description: Doors open in {param1:a few} days {param2:and} hours !
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Script two – Countdown (Google example)
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https://developers.google.com/adwords/scripts/docs/solutions/sale-countdown
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Tweaking to simple inventory countdown
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Original
End Date
Time
2 parameters
New
Inventory
Conversions
1 parameter
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Modified Script
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https://developers.google.com/adwords/scripts/docs/solutions/link-checker
http://www.freeadwordsscripts.com/2013/04/report-on-broken-urls-in-your-account.html
External Reports – Link checker
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Bid By Weather – Weather feed input
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https://developers.google.com/adwords/scripts/docs/solutions/bid-by-weather
Steve Hammer - @armondhammer
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Crime Stats
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http://www.freeadwordsscripts.com/2013/04/put-current-crime-statistics-in-your.html
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http://www.rankhammer.com/blog/1261/adwords-scripts-twitter-followers
Live Twitter Followers
Steve Hammer - @armondhammer
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WE ARE HERE SOCIAL NETWORKS
Dallas TX
LOCATED
QUESTIONS
WEBSITE
@armondhammer
www.rankhammer.com
www.linkedin.com/a/armondhammer
Connect with us
Steve Hammer - @armondhammer
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Thank you