Date post: | 05-Apr-2017 |
Category: |
Marketing |
Upload: | search-marketing-expo-smx |
View: | 92 times |
Download: | 1 times |
#SMX #32B @mitchperclick
Using AdWords Scripts to CreateYour Own Ad Tech Landscape
(So Easy a Marketer Can Do It)
#SMX #32B @mitchperclick
About Me
• Ad Operations Lead
• Search, Display, Social
• Bikes, Kites, Snowboards
#SMX #32B @mitchperclick
AdWords scripts solutions have the ability to replace some paid tools to yield higher ROI.
#SMX #32B @mitchperclick
The Outcome?
Over a span of 6 months, workload capacity increased 128% with less than $500 spent per month on tools.
#SMX #32B @mitchperclick
How Much Could You Actually Save?
Consider $1,000,000 paid search media spend per month…
3.5% To Management Tools($35,000 / Month)
$2,000 to Reporting Tools
#SMX #32B @mitchperclick
How Much Could You Actually Save?
$37K
= $444,000$37K $37K $37K
$37K $37K $37K $37K
$37K $37K $37K $37K
#SMX #32B @mitchperclick
• Which optimizations should we automate?
• How are we going to automate them?
• Can we make this work with big data?
• What about seamlessly integrating third party data?
Questions to Answer
#SMX #32B @mitchperclick
What Should You Automate?
Budgets
• What are the paid tools automating and to what extent?
Bids Bid Modifiers
#SMX #32B @mitchperclick
Ok, What Can You Automate?
Campaign Budgets
Keyword Bids
Ad Group Bids
Location Bid Modifiers
Day of Week Bid Modifiers
Hour of Day Bid Modifiers
Device Bid Modifiers
Demographic Bid Modifiers
Audience Bid Modifiers
Ad Flighting & Rules
GDN Bid-Only Modifiers
What’s Next?
#SMX #32B @mitchperclick
• Which optimizations should we automate?
• How are we going to automate them?
• Can we make this work with big data?
• What about seamlessly integrating third party data?
Questions to Answer
#SMX #32B @mitchperclick
Automating the Data Flow
• Supermetrics automates data flow
• Formulation happens in Sheets
• Google sheets feeds upload scripts
• Upload script makes optimizations
AE Upload Script
#SMX #32B @mitchperclick
• Which optimizations should we automate?
• How are we going to automate them?
• Can we make this work with big data?
• What about seamlessly integrating third party data?
Questions to Answer
#SMX #32B @mitchperclick
Advanced Data Capabilities
• Cloud-Based Analytical Database
• For accounts with Big Data & Back-End Data
• Upload, Export, Query, Join & Formulate
#SMX #32B @mitchperclick
Advanced Data Capabilities
• Cloud-Based Analytical Database
• For accounts with Big Data & Back-End Data
• Upload, Export, Query, Join & Formulate
• Makeshift Database for Smaller Datasets
• Data Pulled by Supermetrics
#SMX #32B @mitchperclick
Putting It All Together
1. Scripts Push Data to Databases2. Supermetrics Extracts Data§ Reporting§ Logic
3. Reporting Informs Logic§ Formulated in Sheets
4. Editor Upload Script Optimizes
5. Landscape Makes it Continuous
#SMX #32B @mitchperclick
• Which optimizations should we automate?
• How are we going to automate them?
• Can we make this work with big data?
• What about seamlessly integrating third party data?
Questions to Answer
#SMX #32B @mitchperclick
Optimizing on Blended Data
Campaign or Keyword
Spend
Clicks
Conversions
Leads
Opportunities
Sales
#SMX #32B @mitchperclick
Optimizing on Blended Data
Campaign or Keyword
Spend
Clicks
Conversions
Leads
Opportunities
Sales
Campaign or KeywordSpendClicksConversionsCost / ConversionLeadsCost / LeadSalesROI
#SMX #32B @mitchperclick
Putting It All Together1. Scripts Push Data to Databases2. Supermetrics Extracts Data§ Reporting§ Logic
3. SQL Joins Data
4. Reporting Informs Logic§ Formulated in Sheets
5. Editor Upload Script Optimizes
6. Landscape Makes it Continuous
#SMX #32B @mitchperclick
Enterprise Software – By Quarter
$233.58
$298.44
$243.10
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
$300.00
$350.00
Enterprise Tool Manual Optimization Script Solutions
Enterprise Client | By Solution | 2016 & 2017
$250 Goal CPL
#SMX #32B @mitchperclick
Enterprise Software – By Quarter
$233.58
$298.44
$243.10
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
$300.00
$350.00
Enterprise Tool Manual Optimization Script Solutions
Enterprise Client | By Solution | 2016 & 2017
$250 Goal CPL
-2.76%-6.57% +19.38%
#SMX #32B @mitchperclick
Enterprise Software – By Quarter
$233.58
$298.44
$243.10
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
$300.00
$350.00
Enterprise Tool Manual Optimization Script Solutions
Enterprise Client | By Solution | 2016 & 2017
$250 Goal CPL
-2.76%-6.57% +19.38%<$500 / Month3.5% Media Spend Fee
#SMX #32B @mitchperclick
Key Takeaways
1. Almost any routine optimization can be automated
2. AdWords Editor upload scripts and Supermetrics cover the basics
3. Your system can be compatible with Big Data
4. It can also be compatible with back-end data
5. If built correctly, your marketing team will be able to manage the logic of
a continuous system
#SMX #32B @mitchperclick
The Conclusion
AdWords scripts solutions have the ability to replace some paid tools to yield higher ROI.