SearchLeeds 2018 - Anu Adegbola - MindSwan - Adwords Script Automation and the pitfalls to avoid
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The document discusses the use of AdWords scripts, which allow users to manage and analyze their AdWords data programmatically using JavaScript. It outlines various problems faced in campaign management, competitive analysis, bidding, and ad copy management, along with corresponding script solutions that lead to improved performance metrics like conversion rates. The conclusion emphasizes the importance of leveraging these scripts for efficiency and insights in AdWords operations.
SearchLeeds 2018 - Anu Adegbola - MindSwan - Adwords Script Automation and the pitfalls to avoid
- 1. @mindswanppc
- 2. @mindswanppc Agenda Why You Need Scripts Problems & Solutions Getting Around The Limits
- 3. @mindswanppc
- 4. @mindswanppc AdWords Scripts ■ AdWords scripts provide a way to programmatically control your AdWords data using simple JavaScript in a browser- based IDE.
- 5. @mindswanppc What Solutions Can it Provide?
- 8. @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:
- 9. @mindswanppc • FREE AdWords Script that keeps track of an account’s QS Solution - QS Management script
- 10. @mindswanppc Creates a Spreadsheet – Stores it in your Google Drive. If file gets too big – it creates another file! QS Management Script
- 11. @mindswanppc QS Management Continuous Records – goes back to when you set it.
- 12. @mindswanppc QS Management – Error Avoidance
- 13. @mindswanppc • 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:
- 14. @mindswanppc Solution: Budget Monitor Script
- 15. @mindswanppc • Set the schedule Solution: Budget Monitor Script
- 17. @mindswanppc 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?
- 18. @mindswanppc Solution: Auction Insight Script
- 19. @mindswanppc Solution: Auction Insight Script Settings – see only what will be essential to analysis
- 20. @mindswanppc Auction Insight - Settings
- 21. @mindswanppc Auction Insight - Settings
- 22. @mindswanppc Auction Insight – Big Blue Button
- 23. @mindswanppc Auction Insight - Solution
- 24. @mindswanppc Auction Insight - Solution
- 26. @mindswanppc Problem 4: • A client has some good deals running in certain areas of the UK and wants bids automatically adjusted in those areas
- 27. @mindswanppc Solution: Geo-targeting bid modifier script
- 28. @mindswanppc Set up 1: • Label up your campaigns • Create Google Doc with • Position/Bid Adjustment Mapping (separate sheet) • Position Bid Adjustment (separate sheet)
- 29. @mindswanppc 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
- 32. @mindswanppc 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
- 33. @mindswanppc Solution: Appropriate the countdown ads (in built script)
- 34. @mindswanppc Solution: Does a dynamic countdown of your ads
- 35. @mindswanppc Results: 26% increase in CVR – compared to previous sales periods of the same products
- 36. @mindswanppc Don’t forget… To have the ad copy paused when the countdown is down to 0!
- 37. @mindswanppc AdWords Scripts - Conclusion Pros ■ Automations made easy ■ Additional insights ■ Custom Solutions
- 38. @mindswanppc Cons ■ Sometimes can be difficult to figure out errors ■ Very much a figure it out yourself tool ■ Time/process limit AdWords Scripts - Conclusion
- 39. @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
- 41. @mindswanppc@ansicles Not Good With Coding???
- 43. @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!
- 44. @mindswanppc