Adwords scripting is a powerful but seeming underutilized tool to make powerful changes to accounts in ways that can't be accomplished in the interface. This presentation covers this tool and provides many free resources to copy example scripts.

1. San Francisco • September 10–13, 2013 • #SESSF @SESConf
Adwords Scripts
Can make PPC sexy
Steve Hammer
RankHammer
President

2. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
Obligatory About Me

3. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
Hey Girl, what can I do for you?

4. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
Quick Aside

5. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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Scripts

6. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
Scripts
API
•Realtime
Scripts
• Parameters
• External Feeds,
spreadsheets
• Negatives, Labels
• Calculations
Rules
• Set CPC
• Pause Ads

7. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
Starting with scripts

8. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
Programming
Actually it’s JavaScript

9. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
Good news

10. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
Scripting Resources
http://www.optmyzr.com/scripts/
https://developers.google.com/adwords/scripts/

11. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
Framework
•A/F performers
•Test Winners
•Customer insights
Generate
Insight
•Think “if this
then that”
•Decide on
interface or
script
State the
rule •Estimate average
movement
•Check dashboards
for “excessive”
effects
Monitor
Execution

12. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
Talk your process
Pause
keywords
•Keyword
entity
Product
returns are
high
•Calculate by
limit
As shown in
this
spreadsheet
•External
spreadsheet
data
Updated
weekly
• Frequency

13. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
Some Sexy Examples

14. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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Don’t overspend a firm budget
http://www.freeadwordsscripts.com/2013/04/dynamically-adjust-campaign-budgets-
v20.html
https://developers.google.com/adwords/scripts/docs/solutions/flexible-budgets

15. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
Change ads hourly
Only {param1: a few} hours left for delivery by tomorrow
https://developers.google.com/adwords/scripts/docs/solutions/sale-countdown

16. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
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/

17. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
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

18. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
Example External Data Integrations
http://www.freeadwordsscripts.com/
2013/04/put-current-crime-statistics-
in-your.html
https://developers.google.com/adw
ords/scripts/docs/solutions/bid-by-
weather

19. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
Live Twitter Count
http://www.rankhammer.com/blog/1261/adwords-scripts-twitter-followers

20. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
Bonus: Automating Reporting

21. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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Script Method
https://developers.google.com/adwords/scripts/docs/solutions/account-summary

22. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
Excel + GA linked = Excellent Analytics
http://excellentanalytics.com/

23. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@armondhammer
Thank You
Steve Hammer
RankHammer
President
@armondhammer