Kevin Adams Director  of  PPC  @  RankHammer  

AdWords Bidding Tools

AdWords Scripts

AdWords Scripts Examples

•  Pause  at  spend  limit  •  Broken  link  finder  •  Compare  ads  •  Dynamic  ad  variables  •  Change  Mobile  Bid  Modifier  at  ad  group  or  campaign  level  

AdWords Scripts Resources

http://www.RankHammer.com/blog http://Origin.Optmyzr.com/Scripts/ http://www.FreeAdwordsScripts.com/

Automated Rules

Automated Rules Pros & Cons

Pros  •  Change  bids  based  on  CPA  and/or  PosiBon  •  Increase  or  decrease  budgets  •  Pause  or  acBvate  terms,  ads,  or  campaigns  based  on  

Bme,  cost,  etc.  Cons  •  Cannot  compare  between  Bme  frames,  keywords,  ads  •  Cannot  group  items  like  mulBple  campaigns  at  once  

Bid Strategies

Bid Strategies

•  Enhanced  CPC  •  Target  search  page  locaBon  •  Target  Outranking  Share  •  Target  CPA  •  Maximize  clicks  •  Target  return  on  ad  spend  

Enhanced CPC

•  Campaign  default  •  Raises/Lowers  bids  as  much  as  30%  based  

on  likelihood  of  converBng  •  Depends  on  conversion  data  •  OpBon  with  manual  bidding  •  Search/Display  campaigns  +  ad  groups  

Target search page location

•  Campaign  default  •  Set  a  Max  or  Min  bid  •  Set  a  max  percentage  difference  based  on  

the  top  of  page  bid  •  OpBon  to  ignore  for  low  QS  keywords  •  Search  campaigns  +  ad  groups  +  kw’s  

Target CPA

•  Campaign  default  •  Uses  last  30  days  conversion  data  •  Set  Target  CPA  for  30  day  average  •  Target  CPA  •  Set  a  Max  and/or  Min  bid  •  Search/Display  campaigns  +  ad  groups  

Target Outranking Share

•  Compares  against  single  domain  •  %  of  impressions  to  beat  other  domain  •  Set  automaBc  or  manual  with  Max  •  OpBon  to  ignore  for  low  QS  keywords  •  Search/Display  campaigns  +  ad  groups  

Maximize Clicks

•  Campaign  default  •  Maximizes  traffic  within  a  daily  budget  •  Ignores  Day  ParBng  •  Set  a  Max  and/or  Min  bid  •  Search/Display  campaigns  +  ad  groups  +  

kw’s  

Target return on ad spend

•  Set  an  ROAS  %  •  Set  Min/Max  Bids  •  Requires  Revenue  Data  •  Works  on  Search  &  Display  Campaigns  •  Does  NOT  work  currently  on  Shopping  

Campaigns  

Display Campaign Optimizer

Conversions

Segment -> Conversions -> Conversion Action Name

Add the column ‘Conv. (many-per-click)

Google Analytics Conversions

+ Universal Event Tracking

Call Extensions + Call Tracking

www.RankHammer.com  Kevin@RankHammer.com    Facebook.com/DallasPPCGuru    @KevinAdamsPPC    www.reddit.com/r/PPC  

Questions? More Information?