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SMX Munich 2015 AdWords Scripts for Marketers

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Use AdWords Scripts to automate your AdWords reporting, alert you when something is wrong, or for building your own predictive model. For more ideas, check out http://www.freeadwordsscripts.com

Publicada em: Marketing
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SMX Munich 2015 AdWords Scripts for Marketers

  1. 1. Russ  Savage  (@russellsavage)   FreeAdWordsScripts.com   March  17th,  2015   AdWords  Scripts  for   Marketers  
  2. 2. A  quick  survey.  
  3. 3. Agenda   Advanced  scripEng  ideas   What  can  they  do?   What  are  AdWords  scripts?  1   2   3   Russ  Savage  •  @russellsavage  •  FreeAdWordsScripts.com   4   The  fine  print  
  4. 4. About  Me   •  Russ  Savage  (@russellsavage)   •  Systems  Architect  @  ElasEc.co   •  Owner  FreeAdWordsScripts.com   •  From  San  Francisco,  California    
  5. 5. What  are  AdWords  Scripts?  
  6. 6. What  are  AdWords  Scripts?   •  Simple  (or  complex)  JavaScript  code  that  runs  on  Google  infrastructure   •  Can  be  used  for  reporEng,  automaEon,  and  opEmizaEon   Russ  Savage  •  @russellsavage  •  FreeAdWordsScripts.com  
  7. 7. Russ  Savage  •  @russellsavage  •  FreeAdWordsScripts.com  
  8. 8. Run  in  an  Individual  Account  or  in  an  MCC   Russ  Savage  •  @russellsavage  •  FreeAdWordsScripts.com  
  9. 9. Retail   MCC   Healthcare   MCC   Test   MCC   Master   MCC   Test  Accounts   Healthcare  Accounts   Retail  Accounts   Russ  Savage  •  @russellsavage  •  FreeAdWordsScripts.com  
  10. 10. Java-­‐what?   •  There  are  tons  of  resources  out  there  for  learning  JavaScript   •  Start  with  codecademy:  hXp://www.codecademy.com/en/tracks/javascript   Russ  Savage  •  @russellsavage  •  FreeAdWordsScripts.com  
  11. 11. So  what  can  AdWords  Scripts  do?  
  12. 12. Answer:  A  lot   •  Shopping  Product  Groups   •  Ad  Extensions   •  Budgets   •  Labels   •  ReporEng   •  Ad  Customizers   •  Bulk  OperaEons   •  Bids  and  Bid  Modifiers   •  And  More…    Russ  Savage  •  @russellsavage  •  FreeAdWordsScripts.com  
  13. 13. Three  Major  Categories  of  Scripts   • ReporEng  and  alerEng   • AutomaEon  of  recurring  tasks   • Advanced  opEmizaEons   Russ  Savage  •  @russellsavage  •  FreeAdWordsScripts.com  
  14. 14. Repor>ng  and  Aler>ng  
  15. 15. Infinite  CustomizaEon  of  ReporEng   •  AdWords  Scripts  can  pull  any  report  the  AdWords  API  can  pull  (40+)   Russ  Savage  •  @russellsavage  •  FreeAdWordsScripts.com  
  16. 16. Deliver  Search  Terms  Report  Right  To  Your  Inbox   Russ  Savage  •  @russellsavage  •  FreeAdWordsScripts.com  
  17. 17. Call  or  Text  When  Something  Happens   hXp://goo.gl/1hK2xM   Russ  Savage  •  @russellsavage  •  FreeAdWordsScripts.com  
  18. 18. Automa>on  of  Recurring  Tasks  
  19. 19. Automate  Discovery  of  Broken  URLs  and  404  Errors   Russ  Savage  •  @russellsavage  •  FreeAdWordsScripts.com  
  20. 20. Automate  Bulk  Uploads  Via  Google  Drive   hDp://goo.gl/i9yH3I   Russ  Savage  •  @russellsavage  •  FreeAdWordsScripts.com  
  21. 21. Advanced  Op>miza>ons  
  22. 22. AdWords   Scripts   TV  /  Sports   Schedules   Weather   Data   Pricing  and   Inventory   Data   Russ  Savage  •  @russellsavage  •  FreeAdWordsScripts.com  
  23. 23. Russ  Savage  •  @russellsavage  •  FreeAdWordsScripts.com  
  24. 24. Add  Your  Own  Data,  Build  Your  Own  AnalyEcs  Model   Russ  Savage  •  @russellsavage  •  FreeAdWordsScripts.com  
  25. 25. Training:  What  Should  I  Bid  by  Temp,  Wind,  and  Hour?   Russ  Savage  •  @russellsavage  •  FreeAdWordsScripts.com  
  26. 26. And  the  answer  is…   Average  CPC:  1.51   Russ  Savage  •  @russellsavage  •  FreeAdWordsScripts.com  
  27. 27. More  Data  =  BeDer  Predic>ons  
  28. 28. 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/   Russ  Savage  •  @russellsavage  •  FreeAdWordsScripts.com  
  29. 29. The  Fine  Print  
  30. 30. 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   Russ  Savage  •  @russellsavage  •  FreeAdWordsScripts.com  
  31. 31. If  you  are  not  programma>cally  working  with   AdWords,  you  are  being  leV  behind.    
  32. 32. 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     Russ  Savage  •  @russellsavage  •  FreeAdWordsScripts.com  

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