Ad words automation

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Google Confidential and Proprietary 1 1 Confidential and Proprietary www.Optmyzr.com @optmyzr Automating AdWords Frederick Vallaeys

Transcript of Ad words automation

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Google Confidential and Proprietary 11Confidential and Proprietarywww.Optmyzr.com@optmyzr

Automating AdWords

Frederick Vallaeys

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Google Confidential and Proprietary 22Confidential and Proprietarywww.Optmyzr.com@optmyzr

Frederick VallaeysTen years as Google AdWords Evangelist

Optmyzr.com

@SiliconVallaeys

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Our Toolbox

• One-Click Optimization™

• A/B Ad Testing

• Quality Score Tracker

• Geo Performance Report

• Report Builder

• AdWords Scripts Library

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Agenda

Automating AdWords

Bid Automation

Automated Rules

AdWords Scripts

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Why automate?

• Humans get distracted• Some humans are bad at

math• Humans want new

challenges

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Why not to automate?

Tools treat your accounts with a cookie cutter mentality:

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Smart Automation Leverages Your Team’s Knowledge

“Adding human judgment to

statistical methods makes

results roughly 15 percent

more accurate. And it’s even

true in chess: While the best

computers can now easily

beat the best humans, they

can in turn be beaten by

humans aided by

computers.” – Wired Magazine, January 2014

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Bid Automation

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Challenge: Manage Many Goals

Bid for some ads to be at the top of the page, and others to deliver the right ROI.

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Challenge: Too Many Variables

Lots of factors impact performance

Keeping track of what you’ve tested is complicated

Bid Tested Date Results

$1.00 Sep 1, 13 +120%

$1.10 Sep 8, 13 +130%

$0.95 Sep 15, 13 -80%

… … …

Thousands of keywords

Real-time factors

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Google’s Automated Bid Strategies

Bid Strategy Goal Level

Maximize Clicks More Site Visits Campaign, ad group, keyword

Target Search Page Location More Ad Visibility Campaign, ad group,

keyword

Target CPA More Conversions at Target CPA Campaign, ad group

Enhanced CPC More Conversions Campaign, ad group

Target ROAS More Return on Ad Spend

Campaign, ad group, keyword

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How to Implement Bid Strategies

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Flexible Bid Strategies: They’re More Flexible!

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A Word Of Caution About Automation

“As long as the humans […]

understand what it is they are

controlling, we’re fine. It’s

when they become slaves to

the numbers that trouble

breaks out.”

– Wired Magazine, January 2014

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Automated Rules

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Challenge: Repetitive Data Analysis

• Scenario: Look for poor Quality Score keywords

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How to Enable Automated Rules

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Rule 1: Pause Low Quality Score Keywords

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Rule 2: Email Me When Position Drops

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Rule 3: Enable Weekend Ads

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Advanced AdWords automation

AdWords Scripts

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Challenge: Preserve Your Secret Sauce

AdWords Scripts Can Automate Complex Things:

– An ice cream shop wants to raise bids when it gets over 80 degrees outside.

– An online retailer wants to pause keywords for products that get bad user reviews.

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What Are AdWords Scripts?

AW Scripts are pieces of JavaScript code that are put into an AdWords account where they can be scheduled to run automatically on a predefined schedule.

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What Can AdWords Scripts Do?

AW Scripts can read from and write to your AdWords account and make changes to:

• Keywords

• Bids

• Ads

• Ad Groups

• Campaigns

• Targeting

• Bid modifiers

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Benefits of Scripts

• Your secret sauce can be automated

– Scripts can run automatically, as frequently as every hour.

• Scripts can talk to external data sources

– Google Sheets, email, arbitrary URLs (APIs).

Weather Data Movie

Data

CompanyDataAPI

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AdWords Script Ideas

• Get notified when an ad group’s CTR drops 3 days in a row.

• Add the same negative keywords to several AdWords accounts.

• Track Historical Quality Score.

• Calculate the right mobile bid modifier.

• Add new keywords based on the Search Terms Report.

• Detect anomalies in clicks and impressions in near real-time.

• Find ad groups with underperforming ad texts.

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Example Use Case for AdWords Scripts

Script: Quality Score Tracker

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Challenge: Tracking Detailed Quality Score

By far, click-through rate is the most important factor contributing to your quality score.

Account

Creative + URLKeyword

Quality Score

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Account Quality Score: The Excel Way

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The Scripts Way

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Copy-and-Paste the Code

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Preview the Script’s Changes

There is no “Undo” button!

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Send Results Via Email

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Add Results to Spreadsheets

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Add Results to Dashboards

• Push data into dashboard widgets, e.g. Cyfe.com

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Take AdWords Scripts to the Next Level

Advanced Tips for Scripts

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AdWords Scripts Tip 1: Use Labels

• Use Labels as inputs

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AdWords Scripts Tip 2: Build Workflows

• Use spreadsheets to create worksheets that your team can process

• Upload via Editor or another Script

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AdWords Scripts Tips: Data Storage

• Connect a Spreadsheet to a Database and create ads from your product database

Google Sheets

AdWordsScript

Database(e.g.

MySQL)

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Where to Start with Scripts

Prebuilt Scripts: From Google

https://developers.google.com/adwords/scripts/

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Let’s Stay in Touch!

www.Optmyzr.com

Frederick Vallaeys

[email protected]

– @SiliconVallaeys

– @Optmyzr

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Q&A

Thank you!