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  1. 1. Marcel Prothmann, Peak Ace AG For the PPC-NERDS 2017 ADWORDS TOOLS & SCRIPTS
  2. 2. I have no clue how to develop but I love to DISCLAIMER
  3. 3. 3 pa.ag But the most important thing about me… “I choose a lazy person to do a hard job. Because a lazy person will find an easy way to do it.” Bill Gates
  4. 4. 4 pa.ag Table of Contents 1. Adwords Scripts vs. Adwords API 2. Adwords Scripts Use Cases 3. Tool: Next level call tracking 4. My favourite Adwords Scripts
  5. 5. Adwords Scripts vs. API
  6. 6. 6 pa.ag API  Access almost all AW features  Almost in Realtime SCRIPTS  Parameters  External Feeds, Spreadsheets  Negatives, Labels  Calculations RULES  Set CPC  Pause Ads Scripts vs API vs Rules – available features Scripts API Hosting Hosted by Adwords Own Server needed Skills needed Copy and Paste and go for it! Install the code, some SDKs or libraries, … Example Code There is already a script for almost everything Not much is available from the community Scheduling You can schedule your script in the Interface Maintain cron jobs on your server Scale Limited but can scale to higher limits if you know how Scales like crazy if you know how Capabilities Can‘t manage everything Almost everything is manageable in Adwords Strenghts Quick to adapt existing scripts or test things Better for large accounts or „Big-Data“ vs
  7. 7. 7 pa.ag RULES  Set CPC  Pause Ads Scripts vs API – Easy Explanation AdwordsAPI(Java) Adwords Scripts:
  8. 8. Adwords Scripts Use Cases
  9. 9. 9 pa.ag Peak Ace Campaign Generator where the magic happens The big maschine to create everything Feed based account development with our campaign generator Input Generator Output Keywords Feed Data USPs & Prices Destinations AC Campaign Campaign Exact AdGroup BMM AdGroup  Keywords  ETAs with USPs & prices  Sitelinks with destinations  Landing pages with filters Onsite Filters AdGroup Namings Landing pages Scaling the accounts while maintaining the existing structure NOT TODAY!
  10. 10. 10 pa.ag How to tame this beast? Account structure of our biggest clients  Maintain consistent settings in all accounts  Realize mistakes right then when they happen  Scale accounts while maintaining existing structure  Work together with 17 managers on these accounts without losing the overview 35 accounts +10.000 campaigns +1M ad groups +10M keywords +10.000 landing pages Biggest Challenges:
  11. 11. 11 pa.ag How we automated our work to be even more efficient Fast but safe scaling through smart technology solutions Control Tools Avoid growth pain before and while growing  Peak Ace Anomaly detector  Peak Ace Setting change detector Optimization tools Focus on strategy & creativity vs. „PPC monkey work“  Automated duplication of AdGroups from exact to BMM AdGroups  Optimize and Set Geo-Modifier
  12. 12. PA Anomaly Detector
  13. 13. 13 pa.ag This enhanced script is flexible in relation to thresholds, avoids spam by showing only useful information and allows for late conversion forcast. Performance impacting issues are visible at a glance thanks to causality information and emailed to responsible manager. I. Control Tools – Peak Ace Anomaly Detector Why did we enhance Google’s anomaly script? Google Script Detect unexpected KPI changes Real time warnings E-Mail notifications 1 User Same notification shown once a day Allows for late conversions Adaptable thresholds for each KPI Dependencies with KPIs which caused the issue Selection which manager receives which emails No spreadsheet overload due to big data Notifications are easy to read Deviation in absolute numbers and percentages More than 2000 lines of code ;)
  14. 14. 14 pa.ag I. Control Tools – Peak Ace Anomaly Detector Checked values: Impressions, clicks, average CPC, … to impression shares Possible origin of performance discrepancies  Daily executive summary report for Seniors, Heads and client minimizes email traffic  Alerts the respective Account Manager whenever an anomaly is detected  Shows related data making it easier to determine root cause Account Manager Version: Executive Manager Version: Proof of concept: This anomaly alert allowed us to fix a problem with a clients website within one hour after it occured.
  15. 15. Who was it? PA Settings Change Detector
  16. 16. 16 pa.ag Peak Ace Settings Change Detector Detect changes when they happen Values we monitor: Campaign type & status Device bid adjustments (AdGroup & campaign) Daily budgets Ad rotation Ad schedule Bid strategies Delivery method Search partners Language & location targeting Targeting & exclusion method Devices CPA bid (campaign & AdGroup) Default max CPC (AdGroup) Ad group status Final URLs (keyword) +20 more! Reality ≠ standard settings Example of what happened  Thanks to real time updates we were able to adjust settings immediately.  Mistakes or non optimal settings are detectable at a glance and can be corrected straight away before any negative impact can occur.
  17. 17. Monkey Work – NOPE!!! Keyword Optimization
  18. 18. 18 pa.ag Ad Group Duplicator Adwords Account Campaign No. 1 Adgroup 1 Exact Adgroup 1 BMM Adgroup 2 Exact Adgroup 2 BMM +
  19. 19. Set your geo targets and modifiers based on performance GEO Bidder
  20. 20. 20 pa.ag PA GeoModifier Sets your GeoTargets and Modifiers automatically based on performance https://www.pa.ag/en/location-adder-geo-bidding-adwords-script/
  21. 21. 21 pa.ag PA GeoModifier Sets your GeoTargets and Modifiers automatically based on performance https://www.pa.ag/en/location-adder-geo-bidding-adwords-script/
  22. 22. Call value push to Google Analytics and Adwords CallTracking & CRM
  23. 23. 23 pa.ag Calltracking User clicks on our ad Matelso generates a unique phone number for this visitor
  24. 24. 24 pa.ag Call Push to CRM User calls his unique number Matelso sends Caller data to CRM CallerID Call duration cid (Analytics) gclid (Adwords) CRM
  25. 25. 25 pa.ag CRM Push to GA & Adwords CRM The magic sale happens CRM push to Google via measurement protocoll push(cid) https://www.google-analytics.com/collect?v=1&tid=UA-xxxxxx- xx&cid=GA1.2.1634492628.1495638571&t=transaction&tr=150&ti=Peak_Ace https://www.google-analytics.com/collect?v=1&tid=UA-xxxxxx- xx&cid=GA1.2.1634492628.1495638571&t=item&ti=Peak_Ace (gclid) Via API Push or Spreadsheet
  26. 26. 26 pa.ag Call conversions in Google Analytics
  27. 27. More Adwords Script Sources
  28. 28. 28 pa.ag Daily Budget Check – Inbiz Checks the status of your daily budget usage intraday http://www.inbiz.de/adwords-scripts
  29. 29. 29 pa.ag Linkchecker Deluxe – Holger Schulze 404, soft404, Gclid problems, Redirect chains, creates labels in Adwords https://www.internet-marketing-inside.de/AdWords-Scripts/linkchecker.html
  30. 30. 30 pa.ag Linkchecker Deluxe – Holger Schulze E-Mail output https://www.internet-marketing-inside.de/AdWords-Scripts/linkchecker.html
  31. 31. 31 pa.ag Merchantcenter Monitoring – Christopher Gutknecht Monitors your merchant center warnings & errors https://github.com/norisk/AdWords-Scripts/blob/master/2017_GMC_MCC_MerchantCenterMonitoring_v1.1.1
  32. 32. 32 pa.ag Brainlabs Scripts 24 hour bidding, SEO-ranking-labels in Adwords, CloseVariant reverse engineered http://www.brainlabsdigital.com/blog/category/adwords-scripts/
  33. 33. Or? Happy Testing!
  34. 34. 34 pa.ag Stop! - Be careful if you don‘t want to crash your account… These 3 lines of code delete all ads in your account! Always test your scripts before you run them!
  35. 35. https://pa.ag/omlive2017 Always looking for talent! Check out jobs.pa.ag Marcel Prothmann mp@pa.ag twitter.com/peakaceag facebook.com/peakaceag www.pa.ag Link to this presentation: