Fred Vallaeys was an early Google employee who helped create many of the AdWords features still in use today.In this webinar he'll discuss: - Specific AdWords automation rules...and things NOT to do - AdWords scripts...how to set them up and what they can do - Precise bidding strategies that you can use to gain an advantage over your competition - The 3 most powerful automations at use in AdWords today. Each takes only minutes to create, costs nothing to use, but will boost your PPC results Bid Automation Only Google can set the bids at the time. It is important to use them and try and find the best way to set your prices. Use the dashboard to figure out the best practices. Set up an action item. This will make it easier to automate the process by telling Google what to do. Make sure to understand what you're automating, or it may get confusing. AdWords Scripts AdWords Scripts allow you to to schedule and automate through code. These scripts can talk to your external data sources to be most effective. Some examples are to use it through Google Tasks, Docs, and Calendar. They can be used for A/B testing, reports, and for creating campaigns. There are several steps to creating a script, but it is worth it.

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The Tools Your
Competitors Wish You
Weren’t Using In
AdWords
Frederick Vallaeys
@SiliconVallaeys

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Frederick Vallaeys
• Google’s AdWords Evangelist
• Search Engine Land Contributor
• Founder of Optmyzr
• frederick@optmyzr.com

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Optmyzr – PPC Tools and Reports
Enhanced Scripts™ for AdWords
• Complete automation for accounts. No programming
skills required.
Advanced Reporting
• Schedule and share performance reports with rich data
from AdWords and Google Analytics.
Data Insights
• Beautiful visualizations help you identify opportunities in
your accounts.
One-Click Optimizations™
• Optimization suggestions for your AdWords and Bing
accounts. Accept proposed changes with one click.
AdWords advertisers in
103 countries grow their
business with Optmyzr

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Agenda
• Bid Management
• Automated Rules
• AdWords Scripts

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Automation To The Rescue
• People get distracted
• Some are bad at math
• Want to work on fun projects

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Smart Automation Leverages Your Team’s Knowledge
“Adding human judgment to
statistical methods makes results
roughly 15 percent more accurate.
And it’s even true in chess: While the
best computers can now easily beat
the best humans, they can in turn be
beaten by humans aided by
computers.”
– Wired Magazine, January 2014

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Bid Automation

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Real Time Bidding
• Only Google can set bids at the
time of the query
• Enables them to consider more
factors than advertisers can to
determine the best bid

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An Example Of What Google Knows
• Google can set different bids based on search funnel data like this

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Google’s Automated Bid Strategies
Bid Strategy Goal Level
Maximize Clicks More Site Visits Campaign, ad group, keyword
Target Search Page Location More Ad Visibility Campaign, ad group, keyword
Target CPA More Conversions at Target CPA Campaign, ad group
Enhanced CPC More Conversions Campaign, ad group
Target ROAS More Return on Ad Spend Campaign, ad group, keyword
Target Outranking Share NEW! Outrank another domain’s ads Campaign, ad group, keyword

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The SalesX.com Bucket Bid Method™
High Converters
In last 30 days…
Conversions:
- At least 5
Known Converters
In last 30 days…
Conversions:
- Less than 5
- More than 1
Unknown
In last 30 days…
Conversions:
- None
Impressions:
- Less than 10
http://www.salesx.com
Top of page bid
First Page + 50%
First Page Bid
Filter Bid Strategy

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New: Testing Different Bids
• Bid Simulator support
for Bid Strategies

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Incremental Cost Per Conversion
Source: RKG Blog
Goal Action
Maximum Profit Stop buying clicks when
ICC > value of click
Growth with no profit Stop buying clicks when
avg CPC > value of click

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New: Bid Strategy Dashboard
• Get more
insights into
how bid
strategies are
working

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Action Item: Tell Google How To Use Conversion Data
• Go to the conversion
settings page
• Tell Google if they
should count all
conversions or only
uniques
• Tell Google how to
attribute conversions
when managing your
bids

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A Word Of Caution About Bid Automation
“As long as the humans […]
understand what it is they are
controlling, we’re fine. It’s when
they become slaves to the
numbers that trouble breaks out.”
– Wired Magazine, January 2014

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A bid management example
Automated Rules

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How to Enable Automated Rules

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Bid To Average Position
< 3If Position
Then Bid +10%
> 2If Position
Then Bid -10%

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A More Advanced Set Of Bid Rules

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Examples of Other Automated Rules
• Run a specific set of ads every weekend
• Pause keywords that have a quality score less than 3
• Email me when a keyword spends more than $50 with no conversion

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Automated Rules in MCC Accounts NEW!
• Apply the same rules you used in
individual accounts across all the
accounts in your My Client Center
(MCC)

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Advanced AdWords Automation
AdWords Scripts

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What Are AdWords Scripts?
AW Scripts are pieces of JavaScript
code that are put into an AdWords
account where they can be scheduled
to run automatically on a predefined
schedule.

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Example Script

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Scripts Talk With Your Data
• Scripts can talk to external data sources
– Google Sheets, Google Drive, Gmail, arbitrary URLs (APIs).
Weather
Data Movie
Data
Company
DataAPI

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Scripting Ideas

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Scripts + Google Calendar

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Scripts + Google Tasks

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Scripts For Bid Management
High Converters
In last 30 days…
Conversions:
- At least 5
Known Converters
In last 30 days…
Conversions:
- Less than 5
- More than 1
Unknown
In last 30 days…
Conversions:
- None
Impressions:
- Less than 10
Top of page bid
First Page + 50%
First Page Bid
Filter Bid Strategy

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Scripts For Creating Campaigns

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Scripts For A/B Testing
Source: Screenshot from FreeAdWordsScripts.com

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Scripts For Reporting Aggregation
• Performance by
keyword match
type

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Ad Template Performance
• What is the best text for Description Line 1?

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Scripts Have Flexible Outputs

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Save Reports To Your Computer
• Save reports to your computer automatically

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Send Results Via Email

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Scripts Can Add Results to Google Sheets

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How To Run A Script

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Setup: Step 1: Find Your First Script
https://developers.google.com/adwords/scripts/
http://www.FreeAdwordsScripts.com
http://www.Optmyzr.com
http://tptr.co/FreeAWScripts

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Step 2: Add The Script In AdWords
• Go to the account where
you want to run the script
• Now you can add scripts to
MCC accounts
• Campaigns > Bulk
Operations > Scripts

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Step 3: Copy-and-Paste the Code

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Step 4: Preview the Script

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Customizing Your First Script

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Step 1 – Find a Script You Like
• Sample script from Google
• Missing conversion metrics
Source: https://developers.google.com/adwords/scripts/docs/solutions/account-summary

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Step 2 – Copy Code to AdWords

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Step 3 – Find Sections That Deal With Metrics
…
…
…

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Step 4 – Add Your Metrics
…
Append: , row[‘ConvertedClicks’]
Change to: ‘Select Cost, ConvertedClicks, Ctr’

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Enhanced Scripts From Optmyzr
• An easier way to run AdWords Scripts

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Let’s Stay in Touch!
• Try Our Automations:
– www.Optmyzr.com
– Email me for a discount on
OPTMYZR
Frederick@optmyzr.com
@SiliconVallaeys