Presented by:Steve Hammer

President, RankHammer

Automating your AdWords Insights

Full Service Search Agency

Adwords and SEO obsessed

Dallas, TX

Foodie

Hockey Fan

Who am IRankHammer

It all starts here

Management is looking for things out of place

Which one wins?

What about at enterprise scale?

Automate!

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” effectsMonitor

Execution

Automation Options

Rules Scripting

Add Keywords

Ad Parameters

External Sources

Campaign Wide

Hourly Execution

Examples

#1 - Insight

#1 – Email when high clicks

#2 - Insight

#2 – Position Targeting

#3 - Insight

[energy drink cases]

[energy drink case]

#3 – Label Bid Management

# 3 – External DataUse 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

#4 - Insight

Big drop in resultsaround deadline

#4 – “Easy” copy switch

At 3AMunpause

{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

#4 – Hourly copy updatesOnly {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