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
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AdWords ROI vs Hour of Day
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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