Getting Started with Scripts #HeroConf London 2015

@hoffman8 @heroconf #IntroToScripts
PAGE 1
Amy Bishop | @hoffman8
Director: Audits, Outbound, Training | Clix
Introduction to Scripts

That One Slide
• PPC Manager 6+ years
• Dev Wannabe
• Travel Enthusiast
• Twitter: @Hoffman8

Agenda
PAGE 3
• Script Components
• Setting Up a Script
• Compatible Formats
• Practical Use
• Tips
• Common Errors
• (Free!) Resources

Practical
Strategies for
Selling Tickets in a
Social World
Breaking It Down

Script Components
Functions
Variables
Objects
Methods
Selectors
Iterators

PAGE 6

Comments
PAGE 7
Comments are notes that
are made within the
script that are not
executed. They are solely
for reference.
// This is a 1 line comment.
/* This is a multiple
line comment. */

Functions
PAGE 8
A function is a block of
code that is designed to
perform a particular task.
You’ll see the function
name followed by
parentheses. The code to
be executed is between
brackets.
function toCelsius(f) {
return (5/9) * (f-32);
}

Variables
PAGE 9
Variables are
containers for storing
data values.
Variables correspond
to objects and
entities.
Variables must be
identified with unique
names
var x = 5;
var y = 6;
var z = x + y;
x,y,z are variables

Objects
PAGE 10
Objects are variables but
can contain many values.
The contents of the
object are called
properties and each
property has a property
value.
Objects are sometimes
called elements.
var Shoes = {type:”Heels”,
color:”Red”, brand:”Prada”}
Property:
Type
Color
Brand
Property Value:
Heels
Red
Prada

Methods
PAGE 11
A method is a
property that contains
a function definition.
Can be used to call
information & make
commands.
http://www.w3schools.com/js/js_object_methods.asp
Object Properties

Selectors
PAGE 12
Selectors are used to
pull in the objects and
entitites that you have
identified in your
script.
Selectors can use
conditions, kind of like
filters.
var campaignSelector =
AdWordsApp.campaigns()
.withCondition("Clicks > 10")
.withCondition("Impressions > 100")
.orderBy("Impressions DESC")
.forDateRange("YESTERDAY");

Iterators
PAGE 13
Iterators are used to
pull in information in
phases, so as not to
overload the system.
An Iterator can be
used only after the
Selector has been
created.

Iterators
PAGE
18
Variables
Selectors
Iterators
Begin Function
End Function
http://www.freeadwordsscripts.com/2013/02/store-account-level-quality-score-in.html

Pop Quiz!
PAGE 19

You don’t have to be able to write scripts in order to use them.
There are Tons of Free scripts at your disposal!
Examples from: FreeAdWordsScripts.com, Optimizyr Blog, Search Engine Land (courtesy of BrainLabs), and Developers.google.com

In fact, there are free examples IN
the IDE!

Practical
Strategies for
Social World
Implementing Scripts

7 Simple Steps
1. Navigate to the Script IDE in AdWords
2. Write (or Paste!) Your Script
3. Authorize the Script
4. Preview the Script
5. Review & Correct Errors
6. Run the Script
7. Schedule the Script

Script IDE
PAGE
25

Slide 26

Script IDE
PAGE
27
IDE = Integrated
Development
Environment
Allows for editing,
debugging, and
launching scripts
within the AdWords
interface
Slide 27

Write (or Paste) the Script
PAGE 28
Script shared by Frederick Vallaeys, Optimyzr

(If Borrowed) Personalize The Script
PAGE 29
Often Free Scripts Include Instructions!

(If Borrowed) Personalize The Script
PAGE 30
Often Free Scripts Include Instructions!

Authorize
PAGE 31
Scripts may run on the user’s
behalf, when scheduled, even if
the user is not logged in.
Therefore, users must authorize
AdWords scripts to run and make
changes (as indicated in the
script).

Preview
PAGE 32
ALWAYS preview your scripts!

Check & Resolve Errors
PAGE 33
The log will show you where errors occur, so that you can
easily fix them. Be aware, though, that the line provided may
be code referencing a different line, where the actual issue
lies.

Preview Again!
PAGE 34
After you’ve corrected the errors, preview your script again.
More errors may arise in later parts of the script. Rinse &
repeat until no errors arise.

Run The Script
PAGE 35
Once errors have been
corrected, and the
preview is free of
errors, you’re ready to
run the script!
Just click the blue
button!

Schedule
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Schedule the script to run in future. Click “+
schedule” and choose the frequency at which
you’d like it to run.

Practical
Strategies for
Social World
Compatible Integrations &
Opportunities

COMPATIBLE
FORMATS
• Google Sheets
• Google Drive
• Emailed Results
• URL Fetch
• JDBC
• Automatic Changes

GOOGLE SHEETS
& GOOGLE DRIVE
• Utilize Google Spreadsheets as a
data source. Ex:Add these keywords
• Export and Store Data
• Visualize Reports
• Create, Find, & Modify Files on
Google Drive

CHARTS
Visualize data through the ChartApp
interface, which will allow you to
create custom charts through Google
Chart Tools.

EMAIL
• Receive a notification that the script
has ran.
• Receive an email with the script’s
findings.
• Utilize customize HTML to format
professional reporting to be
automatically sent to clients &
colleagues

URL FETCHING
Make use of external data feeds:
• Pull in password-protected feeds
from your site (ex. Inventory
information)
• Pull information from alternate data
sources to inform script decisions

JDBC
• Can connect your script to external
JDBC-compliant databases such as:
• Google Cloud SQL
• MySQL
• Microsoft SQL Server
• Oracle Databases

AUTOMATIC
CHANGES
Authorize & automate the script to
make optimizations within the account
on your behalf.

Practical
Strategies for
Social World
Practical Use

Making the Most of Scripts
PAGE 46
• Recurring Tasks
• Reporting
• Analysis
• Monitoring
• Complex Tasks & Integrations

When to Automate
PAGE 47
“…if you do something 2-3 times by
hand, the next time should be
automated.”
-Brad Geddes
@bgtheory

Examples
PAGE 48
• Checking Ad Groups for the Number
of Keywords & Ads
• Checking for URL Errors
• Pulling Data for Frequent Reports
• Determining when Ad Tests Have
Reached Statistical Significance
• Bid & Budget Changes
• Ad Customizers

Practical
Strategies for
Social World
Tips For Getting Started

EMBRACE
JAVASCRIPT
There are several free Javascript
tutorials and courses online!
Learn at your own pace – for free!

PRACTICE WITH
FREE CODE
Use free scripts and practice making
tweaks to them until you get more
comfortable with Javascript.

BETTER SAFE THAN
SORRY
Diminish risk by starting with scripts
that create reports and alerts as
opposed to making changes.

Practical
Strategies for
Social World
Common Issues & Mistakes

Practical
Strategies for
Social World
Scripts Can be Finicky!

• Javascript is case sensitive
• Be sure to utilize consistent capitalization
within naming conventions.
• Generally you’ll see the error
“undeclared” variable” if capitalization is
an issue
• Most sources suggest camel case
(firstName, lastName, etc)
Capitalization

• If the error indicates the problem is in the last line,
there is probably one too many } brackets. Try
deleting it and previewing again.
• Semi-Colons should be used to end a line of
code, like a period to a sentence.
• A missing semi-colon will cause the script editor to
report an error but can cause the editor to identify the
wrong line
• Consistently use quotation marks. “ or ‘ can be
used but you must use the same to open and
close.
Grammar & Syntax

• Make sure that you clear out the IDE, if necessary.
• Common error message: “scripts must have one main
function”
• Be sure to update all the customized data to fit
your needs.
• Date, Email/Spreadsheet URL, Currency, etc.
Borrowed Scripts

• Scripts that have specific date ranges
should not be scheduled
• Never ‘set it and forget it’ with a script that
implements changes.
Logistics

Practical
Strategies for
Social World
Resources

Practical
Strategies for
Social World

Learning Javascript
• w3schools Training
• CodeAcademy.org
• Learn more about the components
• Udemy.com

Learning About AdWords Scripts
• Scripts Forum
• AdWords Developer Resources
• Google Style Guide
• Google Scripts Blog
• AdWords Code Lab Resources
• Compatible Formats & Integrations

Free Scripts
• FreeAdWordsScripts.com
• Google Developer Solutions
• Free Code Snippets
• RankHammer’s Script Compilation
• Google it!

Smart People.
• Russell Savage, FreeAdWordsScripts.com @russellsavage
• Steve Hammer, Rank Hammer @armondhammer
• Dan Gilbert, Brainlabs @brainlabs
• Frederick Vallaeys, Optimyzr @siliconvallaeys
• Jon Gritton, Cobnut Web Services google.com/+JonGritton
• Christi Olson, iSEM Consulting @ChristiJOlson
• Scripts Forum
Follow The Smart People.

Thank You!
CLIX Marketing
217 La Grange Rd
Pewee Valley, KY
40056
Tel :502.442.2776
Fax :502.805.0643
Web: clixmarketing.com
66
@clixmarketing
@hoffman8
Facebook.com/
clix-marketing
amy@clixmarketing.com

Getting Started with Scripts #HeroConf London 2015

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