SMX Munich 2015 AdWords Scripts for Marketers

Russ Savage (@russellsavage) FreeAdWordsScripts.com March 17th, 2015

AdWords Scripts for Marketers

A quick survey.

Agenda

Advanced scripEng ideas

What can they do?

What are AdWords scripts? 1

2

3

Russ Savage • @russellsavage • FreeAdWordsScripts.com

4 The fine print

About Me

•  Russ Savage (@russellsavage)

•  Systems Architect @ ElasEc.co

•  Owner FreeAdWordsScripts.com

•  From San Francisco, California

What are AdWords Scripts?

What are AdWords Scripts? •  Simple (or complex) JavaScript code that runs on Google infrastructure

•  Can be used for reporEng, automaEon, and opEmizaEon


Run in an Individual Account or in an MCC


Retail MCC

Healthcare MCC

Test MCC

Master MCC

Test Accounts

Healthcare Accounts

Retail Accounts


Java-‐what? •  There are tons of resources out there for learning JavaScript •  Start with codecademy: hXp://www.codecademy.com/en/tracks/javascript


So what can AdWords Scripts do?

Answer: A lot •  Shopping Product Groups •  Ad Extensions •  Budgets •  Labels •  ReporEng •  Ad Customizers

•  Bulk OperaEons •  Bids and Bid Modifiers

•  And More…


Three Major Categories of Scripts

• ReporEng and alerEng • AutomaEon of recurring tasks • Advanced opEmizaEons


Repor>ng and Aler>ng

Infinite CustomizaEon of ReporEng

•  AdWords Scripts can pull any report the AdWords API can pull (40+)


Deliver Search Terms Report Right To Your Inbox


Call or Text When Something Happens

hXp://goo.gl/1hK2xM


Automa>on of Recurring Tasks

Automate Discovery of Broken URLs and 404 Errors


Automate Bulk Uploads Via Google Drive

hDp://goo.gl/i9yH3I


Advanced Op>miza>ons

AdWords Scripts

TV / Sports Schedules

Weather Data Pricing and

Inventory Data


Add Your Own Data, Build Your Own AnalyEcs Model


Training: What Should I Bid by Temp, Wind, and Hour?


And the answer is…

Average CPC: 1.51


More Data = BeDer Predic>ons

Connect Data from Everywhere!

•  Your own internal systems

•  Weather: hXp://www.wunderground.com/weather/api/

•  Air Quality: hXp://www.epa.gov/Xn/airs/airsaqs/detaildata/downloadaqsdata.htm

•  News Stories: hXps://www.google.com/alerts

•  Stock Market: hXp://dev.markitondemand.com/

•  More APIs: hXp://www.programmableweb.com/


The Fine Print

But there are some limitaEons

• Not a great fit for extremely large accounts •  SEll new, sEll changing, someEmes old code breaks • Hard to know when something breaks (alerEng) • Difficult to apply standard coding best pracEces


If you are not programma>cally working with AdWords, you are being leV behind.

Thank you for listening!

•  Follow me @russellsavage

•  Check out my blog: FreeAdWordsScripts.com

•  Google DocumentaEon: developers.google.com/adwords/scripts/

•  Learn JavaScript with codecademy: hXp://www.codecademy.com/en/tracks/javascript


SMX Munich 2015 AdWords Scripts for Marketers

Marketing

Transcript of SMX Munich 2015 AdWords Scripts for Marketers