SearchLeeds 2018 - Anu Adegbola - MindSwan - Adwords Script Automation and the pitfalls to avoid

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Anu believes in working efficiently – and making use of tools that do the hard work for you – even when you’re on holiday! Anu's SearchLeeds talk takes you through AdWords Scripts that will do exactly that for you and tips to ensure that you don’t get a mystic error message where you actually have no idea how to fix the problem.

Marketing

@mindswanppc
Agenda
Why You Need Scripts
Problems & Solutions
Getting Around The Limits

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AdWords Scripts
■ AdWords scripts provide a way
to programmatically control
your AdWords data using
simple JavaScript in a browser-
based IDE.

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What Solutions Can it
Provide?

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Reporting
Campaign
Management
Competitive
Analysis
Bidding
Ad Copy
Management

@mindswanppc
• We want to be able to consistently
keep track of our Quality Score
through a daily report, taking into
consideration impression levels as well
Problem 1:

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• FREE AdWords Script that keeps track of an account’s QS
Solution - QS Management script

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Creates a Spreadsheet – Stores it in your Google Drive. If file gets too big – it
creates another file!
QS Management Script

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QS Management
Continuous Records – goes back to when you set it.

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QS Management – Error Avoidance

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• A couple of day before Christmas
holiday – we need the spend of
Generic campaigns to reach “x”
amount & all Generic campaigns to be
paused as soon as that amount it
reached…
Problem 2:

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Solution: Budget Monitor Script

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• Set the schedule
Solution: Budget Monitor Script

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Problem 3:
• In preparation for a weekly call, you
see that the CPC has been higher than
usual. How can we see what caused it
with a clear graph?

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Solution: Auction Insight Script

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Solution: Auction Insight Script
Settings – see only what will be essential to analysis

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Auction Insight – Big Blue Button

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Problem 4:
• A client has some good deals running
in certain areas of the UK and wants
bids automatically adjusted in those
areas

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Solution: Geo-targeting bid modifier script

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Set up 1:
• Label up your campaigns
• Create Google Doc with
• Position/Bid Adjustment Mapping
(separate sheet)
• Position Bid Adjustment (separate
sheet)

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Set up 2:
• Run account whenever there is an offer in
the areas noted in the sheet.
• The scripts will:
• - Upweight bids in price competitive
areas
• - Down weight bids in less critical regions

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Results:
20% increase in CVR

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Problem 5:
• We wanted to create a sense of
urgency by letting searchers know how
long they had before an offer was
ending – without having to manually
change it

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Solution: Appropriate the countdown ads (in built script)

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Solution: Does a dynamic countdown of your ads

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Results:
26% increase in CVR – compared to
previous sales periods of the same
products

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Don’t forget…
To have the ad copy paused when the
countdown is down to 0!

@mindswanppc
AdWords Scripts - Conclusion
Pros
■ Automations made easy
■ Additional insights
■ Custom Solutions

@mindswanppc
Cons
■ Sometimes can be difficult to figure out errors
■ Very much a figure it out yourself tool
■ Time/process limit
AdWords Scripts - Conclusion

@mindswanppc
AdWords 2.0
MCC level Scripts – manage settings to run several scripts in
parallel
• https://www.ppchero.com/tricks-for-running-adwords-
scripts-in-multiple-accounts/?cn-reloaded=1

@mindswanppc
• https://developers.google.com/adwords/api/docs/guides/start
AdWords 2.0

@mindswanppc@ansicles
Not Good With Coding???

@mindswanppc
Summary
• It’s about quality not just quantity
• If you are not using a script…you are missing out on
efficiency/insight/profit
• BE LAZY - Help is out there!

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