From the SMX East Conference in New York City, September 27-29, 2016. SESSION: How To Find, Hack & Build Great AdWords Scripts. PRESENTATION: Step Into The Future: Automate Your PPC With AdWords Scripts - Given by Marcela De Vivo, @gryffincom - Gryffin, CEO. #SMX #24B

2. MARCELA DE VIVO
Founder & CEO of Gryffin Media
Been in Digital Marketing since 1999
Worked with Adwords for over a decade
I’m a child at play when it comes to creating
tools

3. How I got started with
Adwords Scripts
Client wanted supervised automation
Needed a collaborative environment
None of the tools I tested did exactly what we
wanted to accomplish

5. The Good News?

6. The Good News?
It’s not rocket science!

7. Adwords Scripts are simple Javascript code
running on the Google infrastructure, which can be
used for reporting, automation and optimization

8. Write a script using
Javascript code
*** if you can’t write code, find someone
who can!
1.

9. Use Javascript code to
write a script for the task
you want to be performed.

10. Programmatically access
Google Adwords data.
2.

11. Upload your script to
the Google Adwords
interface.3.

12. Use Javascript code to
write a script for the task
you want to be performed.

13. Begin executing
programmatic tasks!
4.

14. Use Javascript code to
write a script for the task
you want to be performed.

15. Schedule and execute tasks periodically.
Fetch URLs and send emails.
Talk to external data sources such as Google Drive,
Spreadsheets.
Adwords Scripts can...

16. EXAMPLES: Modify Bids by Weather

17. EXAMPLES: Landing Page URL Link Checker
:

18. EXAMPLES: Pause Ads with Low CTR

20. Use Adwords Scripts with Google
Spreadsheets to focus on optimization
without full automation.
WHY?

21. That’s why my scripts focus on streamlining...
SCREENSHOT
Account Setup
QS Tracking
KW Manager
Labeling
Bidding
SQR Structuring
Reporting

22. That’s why my scripts focus on streamlining...
Account Setup
QS Tracking
KW Manager
Labeling
Bidding
SQR Structuring
Reporting

23. That’s why my scripts focus on streamlining...
Account Setup
QS Tracking
KW Manager
Labeling
Bidding
SQR Structuring
Reporting

24. That’s why my scripts focus on streamlining...
Account Setup
QS Tracking
KW Manager
Labeling
Bidding
SQR Structuring
Reporting

25. That’s why my scripts focus on streamlining...
Account Setup
QS Tracking
KW Manager
Labeling
Bidding
SQR Structuring
Reporting

26. That’s why my scripts focus on streamlining...
Account Setup
QS Tracking
KW Manager
Labeling
Bidding
SQR Structuring
Reporting

27. That’s why my scripts focus on streamlining...
Account Setup
QS Tracking
KW Manager
Labeling
Bidding
SQR Structuring
Reporting

28. That’s why my scripts focus on streamlining...
Account Setup
QS Tracking
KW Manager
Labeling
Bidding
SQR Structuring
Reporting

29. That’s why my scripts focus on streamlining...
Account Setup
QS Tracking
KW Manager
Labeling
Bidding
SQR Structuring
Reporting

30. That’s why my scripts focus on streamlining...
Account Setup
QS Tracking
KW Manager
Labeling
Bidding
SQR Structuring
Reporting

32. A SAMPLE WORKFLOW:

33. A SAMPLE WORKFLOW:
ONCE
Use Account Setup to create up new accounts
or campaigns.

34. A SAMPLE WORKFLOW:
HOURLY
Have Bid Manager update bids every hour.

35. A SAMPLE WORKFLOW:
DAILY
QS Tracker should be set up to download QS
daily.
Use SQR to look for search terms and negative
keywords.
Broken Link Checker should run daily to check
for broken links.

36. A SAMPLE WORKFLOW:
WEEKLY
Run Keyword Manager based on the account’s
high & low performance parameters to
determine what adjustments need to be
made.

37. A SAMPLE WORKFLOW:
WEEKLY
Run Label Manager and compare it with data
from Keyword Manager to make sure all
keywords are labeled properly. Add or
remove labels as needed.

38. A SAMPLE WORKFLOW:
WEEKLY
Run SQR Manager and move your best
performing search queries to keyword-
specific ad groups in your Alpha
campaigns.

39. A SAMPLE WORKFLOW:
MONTHLY
Run Report Manager to evaluate the overall
performance of the account, and gain a
high level overview of optimizations
required by the campaign.

40. A SAMPLE WORKFLOW:
MONTHLY
Run Ad Text Report to evaluate the
performance of your ads, headlines,
descriptions, then optimize your ads and
landing pages accordingly.

41. Use these scripts together to
automate your PPC, and watch
your CTR, Conversions, and ROI
increase dramatically!

42. THANK YOU!
Follow: @marceladevivo
Download eBooks: gryffin.com
marcela@gryffin.com
818.482.7562
Come find me if you have
questions!!