From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: How To Find, Hack & Build Great AdWords Scripts. PRESENTATION: Using AdWords Scripts to Create Your Own Ad Tech Landscape - Given by Mitch Larson, @mitchperclick - AimClear, Ad Operations Lead. #SMX #32B

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Using AdWords Scripts to Create
Your Own Ad Tech Landscape
(So Easy a Marketer Can Do It)

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About Me
• Ad Operations Lead
• Search, Display, Social
• Bikes, Kites, Snowboards

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AdWords scripts solutions have the ability to
replace some paid tools to yield higher ROI.

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Our Team’s Goal
Same Team, Increased Performance, More Projects.

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The Outcome?
Over a span of 6 months, workload capacity increased
128% with less than $500 spent per month on tools.

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How Much Could You Actually Save?
Consider $1,000,000 paid search media spend per month…
3.5%To ManagementTools
($35,000 / Month)
$2,000 to ReportingTools

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How Much Could You Actually Save?
$37K
= $444,000
$37K $37K $37K
$37K $37K $37K $37K
$37K $37K $37K $37K

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• Which optimizations should we automate?
• How are we going to automate them?
• Can we make this work with big data?
• What about seamlessly integrating third party data?
Questions to Answer

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Identifying What to Automate
Create aWish List

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What Should You Automate?
Budgets
• What are the paid tools automating and to what extent?
Bids Bid Modifiers

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Ok, What Can You Automate?
Campaign Budgets
Keyword Bids
Ad Group Bids
Location Bid Modifiers
Day of Week Bid Modifiers
Hour of Day Bid Modifiers
Device Bid Modifiers
Demographic Bid Modifiers
Audience Bid Modifiers
Ad Flighting & Rules
GDN Bid-Only Modifiers
What’s Next?

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• Which optimizations should we automate?
• How are we going to automate them?
• Can we make this work with big data?
• What about seamlessly integrating third party data?
Questions to Answer

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Automating Optimizations
Using Front-End Data

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Powerful, Yet Simple – Editor Upload Script

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Custom Logic is Formulated in Google Sheets

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Supermetrics Feeds Data Into Logic

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Select Any Source, Any Metric, Any Time

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Automate The Flow With Triggers

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View Progress in Bulk Uploads

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Automating the Data Flow
• Supermetrics automates data flow
• Formulation happens in Sheets
• Google sheets feeds upload scripts
• Upload script makes optimizations
AE Upload Script

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• Which optimizations should we automate?
• How are we going to automate them?
• Can we make this work with big data?
• What about seamlessly integrating third party data?
Questions to Answer

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Making It Work With Big Data
Advanced APIs

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When Datasets Become Too Large

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Advanced Data Capabilities
• Cloud-Based Analytical Database
• For accounts with Big Data & Back-End Data
• Upload, Export, Query, Join & Formulate

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BigQuery User Interface

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Tapping Into the Advanced APIs

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Scripting Data into BigQuery

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Linking BigQuery to Supermetrics

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Advanced Data Capabilities
• Cloud-Based Analytical Database
• For accounts with Big Data & Back-End Data
• Upload, Export, Query, Join & Formulate
• Makeshift Database for Smaller Datasets
• Data Pulled by Supermetrics

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Pushing Data Into the Databases
AdWords Scripts

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Putting It All Together
1. Scripts Push Data to Databases
2. Supermetrics Extracts Data
§ Reporting
§ Logic
3. Reporting Informs Logic
§ Formulated in Sheets
4. Editor Upload Script Optimizes
5. Landscape Makes it Continuous

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• Which optimizations should we automate?
• How are we going to automate them?
• Can we make this work with big data?
• What about seamlessly integrating third party data?
Questions to Answer

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Integrating Client Data
Basic SQL

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Optimizing on Blended Data
Campaign or Keyword
Spend
Clicks
Conversions
Leads
Opportunities
Sales

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SQL To Join Datasets

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Optimizing on Blended Data
Campaign or Keyword
Spend
Clicks
Conversions
Leads
Opportunities
Sales
Campaign or Keyword
Spend
Clicks
Conversions
Cost / Conversion
Leads
Cost / Lead
Sales
ROI

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Putting It All Together
1. Scripts Push Data to Databases
2. Supermetrics Extracts Data
§ Reporting
§ Logic
3. SQL Joins Data
4. Reporting Informs Logic
§ Formulated in Sheets
5. Editor Upload Script Optimizes
6. Landscape Makes it Continuous

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Enterprise-Level Case Study
Exceeding PaidTool ROI

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Enterprise Software – By Quarter
$233.58
$298.44
$243.10
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
$300.00
$350.00
Enterprise Tool Manual Optimization Script Solutions
Enterprise Client | By Solution | 2016 & 2017
$250 Goal CPL

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Enterprise Software – By Quarter
$233.58
$298.44
$243.10
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
$300.00
$350.00
Enterprise Tool Manual Optimization Script Solutions
Enterprise Client | By Solution | 2016 & 2017
$250 Goal CPL
-2.76%-6.57% +19.38%

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Enterprise Software – By Quarter
$233.58
$298.44
$243.10
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
$300.00
$350.00
Enterprise Tool Manual Optimization Script Solutions
Enterprise Client | By Solution | 2016 & 2017
$250 Goal CPL
-2.76%-6.57% +19.38%
<$500 / Month3.5% Media Spend Fee

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Key Takeaways
1. Almost any routine optimization can be automated
2. AdWords Editor upload scripts and Supermetrics cover the basics
3. Your system can be compatible with Big Data
4. It can also be compatible with back-end data
5. If built correctly, your marketing team will be able to manage the logic of
a continuous system

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The Conclusion
AdWords scripts solutions have the ability to
replace some paid tools to yield higher ROI.

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Thank You!