30
AUTOMATING ADWORDS WITH TIME-SAVING SCRIPTS FEBRUARY 28, 2018
AUTOMATING ADWORDSWITH TIME-SAVING SCRIPTS
FEBRUARY 28, 2018
AGENDA SPEAKERSWHY USE SCRIPTS4 SCRIPTS TO USE
LIVE DEMOWHERE TO FIND THEM
Q&A
STEVE MURPHYDIRECTOR OF MARKETING
MANISH MOHANHEAD OF PAID MEDIA
DECODING WHAT MAKES PEOPLE CLICK
PAID SEARCH | SEO | DISPLAY PAID SOCIAL | AMAZON | MARTECH
ABOUT NETELIXIR
OUR TEAM: 120+ fanatically analytical search marketers, operating in three countries.
OUR PARTNERSHIPS: Google Premier Partner, Bing Select Agency, & UPS Exclusive Partner.
OUR VALUE: We help you own the search bar with our high touch, high tech approach to online customer acquisition.
A N
EARL
Y EN
DLE
SS
CO
MBI
NA
TION
OF
FAC
TORS
TO
OPT
IMIZ
E
{ But what is a script? }
A snippet of JavaScript code designed to execute commands directly in AdWords.
Requirements: • A background in JavaScript • An active AdWords account• Larger account that doesn’t make sense to
update manually
THAT’S WHERE SCRIPTS COME IN
THE PERKS OF USING SCRIPTS
Pull in data from external sources like inventory, conversions, etc.
Push out data to external sources –like email alerts, reports, etc.
Extend the capabilities of AdWords
Make changes across your entire account, a subset of your account, or
multiple accounts.
POLL:
WHAT ADWORDS TASKS DO YOU WISH YOU COULD AUTOMATE?
4 SCRIPTS YOU SHOULD BE USING RIGHT NOW
SCRIPT #1: BROKEN LINK CHECKER
WHAT:Identifies broken destination URLs. Keyword-level URLs improve relevancy, quality score, & CVR.
HOW: The script flags any URL that doesn’t return a 200, 301, or 302 response.
FREQUENCY: Once a month or once a quarter.
TIME SAVINGS: Between 3-4 hours, depending on account size.
BROKEN LINK CHECKER
Are customers in Seattle…
…the same as customers in San Diego?
SCRIPT #2: LOCATION BID MODIFIER BY CPO
WHAT:Allows better customer targeting by region.
HOW: Optimizes campaigns for each region based on preset rules – invests more in regions with better traction.
FREQUENCY: Ongoing
TIME SAVINGS: 12+ hours per month.
LOCATION BID MODIFIER BY CPO
SCRIPT #3: PRODUCT-GROUP LEVEL BIDDING
FOR GOOGLE SHOPPING
WHAT:Makes your Shopping Campaigns more responsive to changes in demand.
HOW: Monitors and optimizes product groups based on current demand & ROI patterns. Contains rules that monitor traffic, CPO, and move bid modifiers to improve profits.
FREQUENCY: Ongoing
TIME SAVINGS: 16+ hours per month
PRODUCT-GROUP LEVEL BIDDING FOR GOOGLE
SHOPPING
SCRIPT #4: TARGETED AUDIENCE CHECK
WHAT:Makes sure you’re taking advantage of audiences in AdWords.
HOW: Finds orphaned campaigns that aren’t attached to audiences and outputs a list for you to check.
FREQUENCY: Monthly
TIME SAVINGS: 4 hours
TARGETED AUDIENCE CHECK
INSTALLING SCRIPTS
OUTPUT: THE SCRIPT RECOMMENDS CHANGES BY REGION
WWW.NETELIXIR.COM/SCRIPTS
QUESTIONS?
