Presented at State of Search in Dallas. Covering using Adwords scripts to make adwords sexy.

1. Adwords Scripts for Sexy PPC
Steve Hammer
RankHammer
President
State of Search
Nov 18, 2013

2. Obligatory About Me
@armondhammer

3. The work of many?
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4. Dynamic Ads
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5. Super Powers?
@armondhammer

6. Social Media – Sexy?
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7. Scripts are Sexy
@armondhammer

8. Where to use scripts
API
• Realtime
Scripts
• Parameters
• External Feeds,
spreadsheets
• Negatives, Labels
• Calculations
Rules
• Set CPC
• Pause Ads
@armondhammer

9. Starting with Scripts
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10. Programming
Actually it’s JavaScript
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11. @armondhammer

12. Resources for scripting
https://developers.google.com/adwords/scripts/
http://www.optmyzr.com/scripts/
@armondhammer

13. Framework
• A/F performers
• Test Winners
• Customer insights
Generate
Insight
State the
rule
• Think “if this then
that”
• Decide on
interface or script
• Estimate average
movement
• Check dashboards
for “excessive”
effects
Monitor
Execution
@armondhammer

14. Talk the Process
Pause
keywords
•Keyword
entity
Product
returns are
high
•Calculate by
limit
As shown in
this
spreadsheet
•External
spreadsheet
data
Updated
weekly
• Frequency
@armondhammer

15. Sexy Examples
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16. Don’t overspend a firm budget
http://www.freeadwordsscripts.com/2013/04/dynamically-adjust-campaign-budgetsv20.html
https://developers.google.com/adwords/scripts/docs/solutions/flexible-budgets
@armondhammer

17. Change ads hourly
Only {param1: a few} hours left for delivery by tomorrow
https://developers.google.com/adwords/scripts/docs/solutions/sale-countdown
@armondhammer

18. Find broken links in ads
https://developers.google.com/adwords/scripts/docs/solutions/link-checker
http://www.optmyzr.com/scripts/index.php/landing-page-watch-dog/
@armondhammer

19. Change bids by external source
Use UrlFetchApp to gather data
Select Keywords via
AdWordsApp.kewords.withconditon
Apply rules as needed
Change bids via keyword.setMaxCpc or
Pause/enable keywords via keyword.pause
@armondhammer

20. Example External Data Integrations
http://www.freeadwordsscripts.com/
2013/04/put-current-crime-statisticsin-your.html
https://developers.google.com/adw
ords/scripts/docs/solutions/bid-byweather
@armondhammer

21. Live Twitter Count
http://www.rankhammer.com/blog/1261/adwords-scripts-twitter-followers
@armondhammer

22. Bonus: Automating Reporting
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23. Script Method
https://developers.google.com/adwords/scripts/docs/solutions/account-summary
@armondhammer

24. From GA -> Excellent Analytics
http://excellentanalytics.com/
@armondhammer

25. Thank You
Steve Hammer
RankHammer
President
@armondhammer
@armondhammer