Building Blocks of AdWords Scripts By Steve Hammer

#SMX #22B @armondhammer

Decoding Code

Building Blocks of AdWords Scripts

Steve Hammer

President, RankHammer

Although this is a template, these slides have been created as examples to show you what’s possible within the template. PLEASE DELETE ALL EXAMPLE SLIDES AND NOTES BEFORE CREATING OR IMPORTING YOUR OWN DECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! The template works best if you use it to create a presentation from scratch. However, this blank layout offers you flexibility to insert your own slides above the SMX footer. You must use this footer at on almost all of your slides. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately! Before you do anything else, replace “#XXa” in the footer with your session’s specific hashtag. In PowerPoint, Select VIEW>SLIDE MASTER to edit and include it on all slides of your presentation. Also add your @twitterhandle (or @companyhandle if you prefer). Ask your session coordinator for the session’s specific hashtag! This template is high-‐resolution 16:9. DO NOT change it to 4:3. Also note that if you import a 4:3 presentation into 16:9 you may encounter display issues. The template uses Century Gothic & Corbel as default fonts. Arial is a secondary font that may appear. Note that older versions of PowerPoint may not have these as an option; change to Arial or other standard sans-‐serif-‐font. When inserting text, you *MUST* use only standard fonts. We cannot guarantee event laptops will have specialty fonts installed, nor can we do so onsite. Powerpoints with animations may not translate well to pdf/slideshare format – you may also submit a 2nd version / scrubbed deck more appropriate for posting online by SMX production staff.

Example Title Slide:

Although this is a template, these slides have been created as examples to show you what’s possible within the template. PLEASE DELETE ALL EXAMPLE SLIDES AND NOTES BEFORE CREATING OR IMPORTING YOUR OWN DECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! The template works best if you use it to create a presentation from scratch. However, this blank layout offers you flexibility to insert your own slides above the SMX footer. You must use this footer at on almost all of your slides. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately! Before you do anything else, here’s how to replace “#XXa” in the footer with your session’s specific hashtag. In PowerPoint, Select VIEW>SLIDE MASTER to edit SLIDE #1 to include it on all slides of your presentation. Also add your @twitterhandle (or @companyhandle if you prefer). Ask your session coordinator for the session’s specific hashtag! This template is high-‐resolution 16:9. DO NOT change it to 4:3. Also note that if you import a 4:3 presentation into 16:9 you may encounter display issues. The template uses Century Gothic & Corbel as default fonts. Arial is a secondary font that may appear. Note that older versions of PowerPoint may not have these as an option; change to Arial or other standard sans-‐serif-‐font. When inserting text, you *MUST* use only standard fonts. We cannot guarantee event laptops will have specialty fonts installed, nor can we do so onsite. Powerpoints with animations may not translate well to pdf/slideshare format – you may also submit a 2nd version / scrubbed deck more appropriate for posting online by SMX production staff.


TITLE OPTION #2 – IMAGE Slide with SMX FOOTER:

This blank layout offers you flexibility to insert your own standard slides above the SMX footer-‐ either for a title slide or all others. YOU MUST USE THIS FOOTER AT MINIMUM ON YOUR TITLE SLIDE & ALMOST ALL OF YOUR SLIDES. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately. If using explicit fonts are important, you may provide a pdf to the event organizers to maintain look & feel during live presentation and in the version SMX will upload to slideshare. DELETE THIS SLIDE IF YOU DO NOT USE.

Let’s talk about the Weather




Cool Story Bro




Let’s make it our own




Break it, and rebuild


About Me

FAMILY What it’s all about

FOOD AND WINE

Eating as an art form?

HOCKEY Go Stars

RANKHAMMER

Dallas Based Digital Marketing Agency




Learning to code




Code.org/starwars




Blockly

https://developers.google.com/blockly/


Loops and Conditions


Make the blocks your own


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

http://www.learn-‐js.org/

Learning a little JavaScript

https://www.khanacademy.org/computing/computer-‐programming


Typical Code Architecture

Global Variables – Used by all

Other Functions

Main Function

Local Variables


Worst Script Ever


Logger

Bulk Operations > Logs> Details> Logs>


Selector

Makes an array of the type Filtered by conditions Finished with get();


Selector

Conditions are AND Connect with . End with ;


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}


Selectable?

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


Selector

Get all keywords With a CTR greater than 0.01

For all time


We Now Have

Selected every keyword

That has ever Gotten a click


While Next

Sets up the repeating


Payload

Calls a method to make a change


Iterator

Find the maximum CPC Add 1%

Set as new Max CPC


Worst Script Ever


Change it


Change {almost} anything


Next Level

Prewritten Scripts +

Code Snippets


Starting Scripts

http://www.rankhammer.com/blog/2541/i-‐heard-‐you-‐like-‐adwords-‐scripts

https://developers.google.com/adwords/scripts/docs/solution/

http://freeadwordsscripts.com


Defining a Function

Functions can return values to feed a variable

Functions can also just be invoked, even without

parameters


Snippets

https://developers.google.com/adwords/scripts/docs/examples/


Not exactly ready to use


Odd Selector Logic

Values have to become strings


ODD Selector LOGIC

To make it flexible it has to be:

“Column Operator” + Value 'Name = "' + var + '"'

Odd Selector Logic


Tweak The Selector

#SMX #31B @armondhammer 36

Organize

Protip: Make a Text Document Store modified function snippets Copy Paste next time


Multiple Functions


Look at real needs


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


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%


Franchises – Locations growing


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


The goal – another way

Marketing

+marketing +plano

“marketing plano”

“plano marketing”


Flesh out the basic idea – all comments


Find snippets and modify


Flesh out the details


Test and Preview


Be a Scripts Rockstar – You can do it


SEE YOU AT THE NEXT #SMX

THANK YOU!

Building Blocks of AdWords Scripts By Steve Hammer

Marketing

Transcript of Building Blocks of AdWords Scripts By Steve Hammer