rusell savage - adwords scripts: the next level of adwords optimization mktfest 2014
TRANSCRIPT
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Russ Savage (@russellsavage) FreeAdWordsScripts.com November 2nd, 2014
AdWords Scripts: The Next Level of AdWords OpImizaIon
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What data drives your business?
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hMp://www.wunderground.com/
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Return on Investmen
t (millions)
Hour of the Day
AdWords ROI vs Hour of Day
ROI
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What data drives your business?
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About Me
• Russ Savage (@russellsavage)
• MarkeIng Engineer
• Owner FreeAdWordsScripts.com
• From San Francisco, California
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Agenda
What data drives your business?
But we already have…
What can they do?
What are AdWords scripts? 1
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What are AdWords Scripts?
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What are AdWords Scripts?
• Simple (or complex) JavaScript code that runs on Google infrastructure
• Can be used for reporIng, automaIon, and opImizaIon
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Java-‐what?
• There are tons of resources out there for learning JavaScript • Start with codecademy: hMp://www.codecademy.com/en/tracks/javascript
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So what can AdWords Scripts do?
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Answer: A lot • Shopping Product Groups • Ad Extensions • Budgets • Labels • ReporIng • Ad Customizers
• Create Ads and Keywords • Bids and Bid Modifiers
• Ad Groups • And more!
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Infinite CustomizaIon of ReporIng
• AdWords Scripts can pull any report the AdWords API can pull (40+)
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Deliver Search Terms Report Right To Your Inbox
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Write it once and run it across your enDre MCC
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AutomoIve MCC
Travel MCC
Test MCC
Master MCC
Test Accounts
Travel Accounts
Auto Accounts
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Of course, it would probably look beMer in a spreadsheet
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Build your assembly line with AdWords Scripts
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AutomaIon can save you hours a day
• Alert for low performing campaigns or keywords
• Automate discovery of broken URLs and 404 errors
• Update Ad copy with pricing or inventory • Pause low performing creaIve
• Learn where to focus your precious Ime
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“You can do anything, but not everything.” -‐David Allen
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But we already have…
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But we already have Automated Rules
AdWords Scripts Automated Rules
Scheduling Scheduled hourly Scheduled daily
FuncIonality Highly custom; if you can dream it, you can build it
Predefined set of acIons
Scripts are infinitely more flexible than Automated Rules
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But we already have the AdWords API
AdWords Scripts AdWords API
HosIng Hosted by Google for free
Hosted by you at a cost
Coding Skills Required
Basic coding skills required but can start with copy and paste
PreMy tough without a computer science degree
Scheduling Schedule within AdWords
Maintain cron jobs or event triggers
FuncIonality Enough funcIonality for most things on most accounts
Large accounts; bleeding edge of features
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AdWords Scripts is easier and cheaper than developing with
the AdWords API
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But there are some limitaIons
• Not a great fit for large accounts • SIll cannot create campaigns • SIll new, sIll changing, someImes old code breaks • Hard to know when something breaks (alerIng)
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OpDmize even further
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What data drives your business?
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AdWords Scripts
TV / Sports Schedules
Weather Data Pricing and
Inventory Data
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Does your performance change during the
big game?
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Does your conversion rate change when its cold out?
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Are you showing ads for out of stock products?
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How do the prices of related goods impact your conversions?
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AdWords ScripDng is a powerful tool to take your opDmizaDons to the next level
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Thank you for listening!
• Follow me @russellsavage
• Check out my blog: FreeAdWordsScripts.com
• Google DocumentaIon: developers.google.com/adwords/scripts/
• Learn JavaScript with codecademy: hMp://www.codecademy.com/en/tracks/javascript