From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: How To Find, Hack & Build Great AdWords Scripts. PRESENTATION: AdWords Scripts: Friendly Robots - Given by Kristoffer Belau, @goodstorykris - Firewood Marketing, Director, Digital Marketing. #SMX #32B

1. #SMX #32B @GoodStoryKris
AdWords Scripts :
Friendly Robots

2. #SMX #32B @GoodStoryKris
• Undergraduate degree in
Political Science and
Philosophy & Graduate
Degree in Business
• Zero Technical Background.
A little about me

3. #SMX #32B @GoodStoryKris
“I choose a lazy person to do
a hard job. Because a lazy
person will find an easy way
to do it.”
-Bill Gates
But the most important thing about me…

4. #SMX #32B @GoodStoryKris
§ Ad Testing
§ Ad Reporting
§ Negative Keyword Discovery
§ Keyword Mining
§ Match Type Sculpting
§ Bidding
§ Budgeting
§ Performance Alerts
So I called in the robots
§ Global Domain Blacklist
§ YouTube Brand Protection
§ GDN Domain Optimization
§ Landing Page Outage
Monitoring
§ Report Automation
§ Offline Conversion Import

5. #SMX #32B @GoodStoryKris
TIME
§ Wasted crawling through
spreadsheets.
§ Wasted doing repetitive
tasks
And they saved me:
MONEY
§ More regular optimization on
all accounts
§ Access to data and processes
not otherwise available.
10-15
Hours Saved Each Week
15-30%
Lower CPAs

6. #SMX #32B @GoodStoryKris
1. Does this task regularly take more than an hour?
2. Does this task require few decision making skills?
3. Does this task need to happen at odd hours?
4. Does this task deal with a large volume of data?
Should I use a script or do it manually?

7. #SMX #32B @GoodStoryKris
§ You are not the only
person that has had this
problem.
§ Someone smarter than
you has probably
already solved this
problem.
§ You don’t get points for
originality.
§ Find a script that does
something close to
what you want to do.
§ Modify it to fit your
needs.
§ This is the most effective
way to begin learning
how to write scripts
from scratch.
§ Start from scratch and
build what you need.
§ You won’t break anything
and you can preview
everything you do.
§ Use auto-complete,
documentation, and trial
and error to bash your way
to success.
Make the
Spaceship
Make
a Robot
Make
Whatever
Just like Legos

8. #SMX #32B @GoodStoryKris
Issue:
Ad testing process can be time
consuming and unorganized.
Solution:
Use script from FreeAdWordsScripts
to tighten, automate, and
streamline the process.
Hours Saved:
10 per Week
Build the Spaceship: Ad Testing

9. #SMX #32B @GoodStoryKris
Issue:
Want a tool to compare different
phrases used in ad copy.
Solution:
Tweak a basic reporting script
from the AdWords scripts
documentation and used Sheets
to create a dynamic report.
Hours Saved:
5-10 per Week
Build The Robot: Ad Reporting

10. #SMX #32B @GoodStoryKris
Issue:
Video ads on YouTube showing
before offensive videos.
Solution:
Use YouTube advanced API to
automatically exclude videos
with a “controversial” like to
dislike ratio.
Hours Saved:
Countless
Build Whatever: YouTube brand protection

11. #SMX #32B @GoodStoryKris
Resources
Steal from the Best Learn the Basics Look The Part
Optmyzr
FreeAdWordsScripts
GitHub
AdWords Solutions Page
Codecademy
Udacity
w3schools
AdWords Scripts
Documentation
Javascript Beautifier
AdScriptor

12. #SMX #32B @GoodStoryKris
Relax and Dive In

13. #SMX #32B @GoodStoryKris
www.firewoodmarketing.com@FirewoodMktlinkedin.com/company/firewood-marketing
Digital marketing
• Embedded strategists with
deep domain expertise
• Financial model with no
commission-based pricing
A different kind of agency
Integrated services
• Creative services team that
can scale efficiently for
each engagement
• Strategy and Planning
experts partner closely with
clients to develop
actionable programs

14. #SMX #32B @GoodStoryKris
SEE YOU AT THE NEXT #SMX!
THANK YOU!