Automating AdWords: The Tools Your Competitors Wish You Didn't Know About
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Transcript of Automating AdWords: The Tools Your Competitors Wish You Didn't Know About
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The Tools Your Competitors Wish You Weren’t Using In AdWordsFrederick Vallaeys
@SiliconVallaeys
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Frederick Vallaeys
• Google’s AdWords Evangelist
• Search Engine Land Contributor
• Founder of Optmyzr
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Optmyzr – PPC Tools and Reports
Enhanced Scripts™ for AdWords• Complete automation for accounts. No programming
skills required.
Advanced Reporting• Schedule and share performance reports with rich data
from AdWords and Google Analytics.
Data Insights• Beautiful visualizations help you identify opportunities
in your accounts.
One-Click Optimizations™• Optimization suggestions for your AdWords and Bing
accounts. Accept proposed changes with one click.
AdWords advertisers in 103 countries grow their business with Optmyzr
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Agenda
• Bid Management
• Automated Rules
• AdWords Scripts
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Automation To The Rescue
• People get distracted
• Some are bad at math
• Want to work on fun projects
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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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Real Time Bidding
• Only Google can set bids at the time of the query
• Enables them to consider more factors than advertisers can to determine the best bid
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An Example Of What Google Knows
• Google can set different bids based on search funnel data like this
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Google’s Automated Bid StrategiesBid Strategy Goal Level
Maximize Clicks More Site Visits Campaign, ad group, keyword
Target Search Page Location More Ad Visibility Campaign, ad group, keyword
Target CPAMore 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
Target Outranking Share NEW! Outrank another domain’s ads Campaign, ad group, keyword
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The SalesX.com Bucket Bid Method™
High Converters
In last 30 days…Conversions:- At least 5
Known Converters
In last 30 days…Conversions:- Less than 5- More than 1
Unknown
In last 30 days…Conversions:- NoneImpressions:- Less than 10
http://www.salesx.com
Top of page bid
First Page + 50%
First Page Bid
Filter Bid Strategy
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New: Testing Different Bids
• Bid Simulator support for Bid Strategies
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Incremental Cost Per Conversion
Source: RKG Blog
Goal Action
Maximum Profit Stop buying clicks when ICC > value of click
Growth with no profit Stop buying clicks when avg CPC > value of click
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New: Bid Strategy Dashboard
• Get more insights into how bid strategies are working
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Action Item: Tell Google How To Use Conversion Data• Go to the conversion
settings page
• Tell Google if they should count all conversions or only uniques
• Tell Google how to attribute conversions when managing your bids
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A Word Of Caution About Bid 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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Bid To Average Position
< 3
If Position
Then Bid +10%
> 2
If Position
Then Bid -10%
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Examples of Other Automated Rules
• Run a specific set of ads every weekend
• Pause keywords that have a quality score less than 3
• Email me when a keyword spends more than $50 with no conversion
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Automated Rules in MCC Accounts NEW!
• Apply the same rules you used in individual accounts across all the accounts in your My Client Center (MCC)
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Advanced AdWords Automation
AdWords Scripts
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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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Scripts Talk With Your Data• Scripts can talk to external data sources
– Google Sheets, Google Drive, Gmail, arbitrary URLs (APIs).
Weather Data Movie
Data
CompanyDataAPI
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Scripts For Bid Management
High Converters
In last 30 days…Conversions:- At least 5
Known Converters
In last 30 days…Conversions:- Less than 5- More than 1
Unknown
In last 30 days…Conversions:- NoneImpressions:- Less than 10
Top of page bid
First Page + 50%
First Page Bid
Filter Bid Strategy
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Scripts For A/B Testing
Source: Screenshot from FreeAdWordsScripts.com
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Scripts For Reporting Aggregation• Performance by
keyword match type
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Ad Template Performance• What is the best text for Description Line 1?
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Save Reports To Your Computer• Save reports to your computer automatically
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Setup: Step 1: Find Your First Scripthttps://developers.google.com/adwords/scripts/
http://www.FreeAdwordsScripts.com
http://www.Optmyzr.com
http://tptr.co/FreeAWScripts
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Step 2: Add The Script In AdWords
• Go to the account where you want to run the script
• Now you can add scripts to MCC accounts
• Campaigns > Bulk Operations > Scripts
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Step 1 – Find a Script You Like
• Sample script from Google
• Missing conversion metrics
Source: https://developers.google.com/adwords/scripts/docs/solutions/account-summary
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Step 3 – Find Sections That Deal With Metrics…
…
…
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Step 4 – Add Your Metrics
…
Append: , row[‘ConvertedClicks’]
Change to: ‘Select Cost, ConvertedClicks, Ctr’
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Enhanced Scripts From Optmyzr• An easier way to run AdWords Scripts
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Let’s Stay in Touch!
• Try Our Automations:
– www.Optmyzr.com
– Email me for a discount on OPTMYZR
@SiliconVallaeys