Russ  Savage  (@russellsavage)  FreeAdWordsScripts.com  November  2nd,  2014  

AdWords  Scripts:    The  Next  Level  of  AdWords  OpImizaIon  

What  data  drives  your  business?  

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Return  on  Investmen

t  (millions)  

Hour  of  the  Day  

AdWords  ROI  vs  Hour  of  Day  

ROI  

What  data  drives  your  business?  

About  Me  

•  Russ  Savage  (@russellsavage)  

•  MarkeIng  Engineer  

•  Owner  FreeAdWordsScripts.com  

•  From  San  Francisco,  California  

 

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?  

What  are  AdWords  Scripts?  

•  Simple  (or  complex)  JavaScript  code  that  runs  on  Google  infrastructure  

•  Can  be  used  for  reporIng,  automaIon,  and  opImizaIon  

Java-­‐what?  

•  There  are  tons  of  resources  out  there  for  learning  JavaScript  •  Start  with  codecademy:  hMp://www.codecademy.com/en/tracks/javascript  

So  what  can  AdWords  Scripts  do?  

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!  

Infinite  CustomizaIon  of  ReporIng  

•  AdWords  Scripts  can  pull  any  report  the  AdWords  API  can  pull  (40+)  

Deliver  Search  Terms  Report  Right  To  Your  Inbox  

Write  it  once  and  run  it  across  your  enDre  MCC  

AutomoIve  MCC  

Travel  MCC  

Test  MCC  

Master  MCC  

Test  Accounts  

Travel  Accounts  

Auto  Accounts  

Of  course,  it  would  probably  look  beMer  in  a  spreadsheet  

Build  your  assembly  line  with  AdWords  Scripts  

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  

“You  can  do  anything,    but  not  everything.”  -­‐David  Allen  

But  we  already  have…  

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    

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  

AdWords  Scripts  is  easier  and  cheaper  than  developing  with  

the  AdWords  API  

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)  

OpDmize  even  further  

What  data  drives  your  business?  

AdWords  Scripts  

TV  /  Sports  Schedules  

Weather  Data   Pricing  and  

Inventory  Data  

Does  your  performance    change  during  the    

big  game?  

Does  your  conversion  rate  change  when  its  cold  out?  

Are  you  showing  ads  for  out  of  stock  products?  

How  do  the  prices  of  related  goods  impact  your  conversions?  

AdWords  ScripDng  is  a  powerful  tool  to  take  your  opDmizaDons  to  the  next  level  

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