Presented at Pubcon - HardCorePPC session. The general concept is that once an insight has been generated, automation is the key to using it at scale.

1. Presented by:
Steve Hammer
President, RankHammer
Automating your AdWords
Insights

2. Full Service Search Agency
Adwords and SEO obsessed
Dallas, TX
Foodie
Hockey Fan
Who am I
RankHammer

3. It all starts here

4. Management is looking for
things out of place

5. Which one wins?

6. What about at enterprise
scale?

7. Automate!

8. Three Steps
• 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

9. Automation Options
Rules Scripting
Add Keywords
Ad Parameters
External Sources
Campaign Wide
Hourly Execution

10. Examples

11. #1 - Insight

12. #1 – Email when high clicks

13. #2 - Insight

14. #2 – Position Targeting

15. #3 - Insight
[energy drink cases]
[energy drink case]

16. #3 – Label Bid Management

17. # 3 – External Data
Use UrlFetchApp to gather data
Select Keywords via
AdWordsApp.kewords.withconditon
Apply rules as needed
Change bids via keyword.setMaxCpc or
Pause keywords via keyword.pause

18. #4 - Insight
Big drop in
results
around deadline

19. #4 – “Easy” copy switch
At 3AM
unpause
{day}
At 3AM
pause
{night}
Rule 2
At 5PM
unpause
{night}
At 5PM
pause
{day}
Rule 1
Relevant
for time
Label
{day}{night}
Ad Copy

20. #4 – Hourly copy updates
Only {param1: a few} hours left for delivery tomorrow
Var END_TIME = 17
function main() {
var timeLeft = calculateTimeLeftUntil(END_TIME);
keyword.setAdParam(1, timeLeft[‘hours']);
}
function calculateTimeLeftUntil(end) {
var hour = now.getHours();
var timeLeft = {};
timeLeft['hours'] = end – hour;
Return timeLeft;
https://developers.google.com/adwords
/scripts/docs/tutorials/countdown-sale