#SMX #31B @armondhammer

The exotic of search marketing

AdWords Scripts

The Next Level

Steve Hammer

President, RankHammer

#SMX #31B @armondhammer

#SMX #31B @armondhammer

Weather Script

It shows the power

#SMX #31B @armondhammer

For some it’s a real help:

#SMX #31B @armondhammer

For most it’s just a game

#SMX #31B @armondhammer

About Me

FAMILYWhat it’s all about

FOOD AND

WINE

Eating as an art

form?

HOCKEYGo Stars

RANKHAMMER

Dallas Based

Digital Marketing

Agency

#SMX #31B @armondhammer

Central Concept: Be Inspired

#SMX #31B @armondhammer

Three Key Areas

Automation by Script

Scale Changes

External Feeds

Custom Reporting

#SMX #31B @armondhammer

Make the blocks your own

#SMX #31B @armondhammer

http://www.codecademy.com/tracks/javascripthttp://www.w3schools.com/js/default.asp

http://www.learn-js.org/

Learning a little JavaScript

#SMX #31B @armondhammer

Worst Script Ever

#SMX #31B @armondhammer

Logger

Bulk Operations >

Logs>

Details>

Logs>

#SMX #31B @armondhammer

Selector

Makes an array of the type

Filtered by conditions

Finished with get();

#SMX #31B @armondhammer

Selector

Conditions are AND

Connect with .

End with ;

#SMX #31B @armondhammer

Variables

Discreet

• 5.23

• ‘Office’

• 5+3

• ‘Today’ + variable

Arrays

• [4, 5, 7, 9]

• [‘Home’,’Office’,’Hotel’]

Objects

• {name:’Steve’,zip:75204,car:’Subaru’}

• {1:Array1,2:Array2}

#SMX #31B @armondhammer

Selectable?

https://developers.google.com/adwords/scripts/docs/reference/adwordsapp/adwordsapp_adselector

#SMX #31B @armondhammer

Selector

Get all keywords

With a CTR greater than 0.01

For all time

#SMX #31B @armondhammer

We Now Have

Selected every keyword

That has ever

Gotten a click

#SMX #31B @armondhammer

While Next

Sets up the repeating

#SMX #31B @armondhammer

Payload

Calls a method to make a change

#SMX #31B @armondhammer

Iterator

Find the maximum CPC

Add 1%

Set as new Max CPC

#SMX #31B @armondhammer

Worst Script Ever

#SMX #31B @armondhammer

Change it

#SMX #31B @armondhammer

Change {almost}

anything

#SMX #31B @armondhammer

A solution looking for a problem?

#SMX #31B @armondhammer

Start with your problems

#SMX #31B @armondhammer

Good Candidates

Daily Activities

• Scale Changes

• Profit bidding

Bulk Changes

• KW addition

Rapid Movement

• Limited Inventory

• Price Changes

Creative Models

• Correlated Bidding

Ad Copy Rotation

• Timely Changes

#SMX #31B @armondhammer

Specifying a Script

When

• Conditions

In

• Item Scope

Change

• Operation

Unless

• Limits

When

• CPA is higher than XXX

In

• Target Campaign

Change

• Bids by -10%

Unless

• Impression share is <50%

#SMX #31B @armondhammer

Franchises – Locations growing

#SMX #31B @armondhammer

Our problem

When

• Conditions

In

• Item Scope

Change

• Operation

Unless

• Limits

When

• A new location launches

In

• New adgroup

Change

• Add city name to base keywords

Unless

• N/A

#SMX #31B @armondhammer

The goal – another way

Marketing

+marketing +plano

“marketing plano”

“planomarketing”

#SMX #31B @armondhammer

Flesh out the basic idea – all comments

#SMX #31B @armondhammer

Find snippets and modify

#SMX #31B @armondhammer

Tweak The Selector

To make it flexible it has to be:

“Column Operator” + Value

'Name = "' + var + '"'

#SMX #31B @armondhammer

Flesh out the details

#SMX #31B @armondhammer

Test and Preview

#SMX #31B @armondhammer

Little Time Now, Big savings Later

#SMX #31B @armondhammer

THANK YOU!

SEE YOU @SMX WEST

SAN JOSE, CA

MARCH 1-3, 2016