1. The presentation will begin shortly!
www.HeroConf.com The presentation will begin shortly!

2. HOSTED BY:
Automated Insights:
How to work smarter and faster
with AdWords Scripts

3. Speaker Introductions
• Sam Owen
– Account Manager at Hanapin
– Been in the PPC industry for 3.5 yrs
• Eric Couch
– Account Manager at Hanapin
– Manages 500K + spend in client accounts
• Jacob Fairclough
– Account Manager at Hanapin
– Hanapin’s Scripts Wizard
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4. Automation Insights Agenda
• Live Poll Questions
• #scriptshanapin
– Benefits of Using Scripts
– Implementing Scripts
– Resources & Examples
– Script Management
– 4 Sample Scripts
– Setting up Alerts
• Live Poll: Final Question
• Q&A
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5. Take Part in Live Blogging on Twitter
• Include the hashtag #scriptshanapinin your Twitter tweets
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6. Live-Poll Question 1
How long have you been in PPC? #scriptshanapin
a) Just started
b) 1 Year or Less
c) 2-3 Years
d) 5 Years or more
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7. Live-Poll Question 2
Question: How much have you used scripts? #scriptshanapin
a) None at all
b) A little, I have used pre-made scripts
c) I’m a script pro, I create custom scripts
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8. Introduction to AdWords Scripts
• Aim:
– Give you an introduction to AdWords Scripts, what
they can be used for, and how you can learn more.
– For you to be able to take away 3-4 Scripts you can
implement on your account today.
– A very basic understanding of JavaScript and how
you can use it to make your own custom scripts.
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9. Benefits
• Reporting
– Export reports to Google docs
• Make Changes In Your Account
– Bids, budgets, keywords, pause/unpause& more.
• Notifications
– Alert you of specific conditions in your account
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10. Understanding Scripts
JavaScript
• https://developer.mozilla.org/en-US/docs/JavaScript
• Codeacademy.com
• Stackoverflow.com
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11. Script Implementation
• For a more detailed walkthrough, visit PPC
Hero for our AdWords Scripts series.
– http://www.ppchero.com/3-easy-adwords-scripts-to-analyze-your-
account-part-1/
• How to implement:
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12. Script Implementation
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13. Script Implementation
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14. Script Implementation
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15. Google Resources
https://developers.google.com/adwords/scripts/
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16. Pre-made Examples
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17. Script Examples
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19. Script Examples
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20. Managing Scripts: Schedules, etc.
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21. Script 1: Quality Score Tracker
• Where do you find it?
• What is it?
– A script designed to help monitor Quality Score
changes over time. Courtesy of Martin
Roettgerding (@bloomarty) from PPC Epiphany.
• How does it work?
– Utilizes labels on a selected stable of keywords to
track Quality Score progress.
• Why would you use it?
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22. Script 1: The Result
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23. Script 2: Bid by Weather Forecast
• Where do you find it?
• What is it?
– Bid modifier!
• How does it work?
– Draws weather forecast data via an API key from
Weather Underground and modifies your bids
based on that information.
• Why would you use it?
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24. Script 2: Bid by Weather Forecast
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25. Script 3: Ad Copy Countdown
• Where do you find it?
• What is it?
– Modifies your ad copy!
• How does it work?
– The script parameterizes your ads and allows you
to count down/change ad copy based on the
scripting used.
• Why would you use it?
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26. Script 3: Ad Copy Countdown
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27. Script 3: The Result
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28. Script 4: Keyword Performance Report
• Where do you find it?
• What is it?
– A script that provides both charts and graphs to track
Keyword Performance by Quality Score and Average
Position.
• How does it work?
– Automatically pulls your Keyword performance
statistics in to a Google Drive spreadsheet and gives
you Impressions, Clicks, CTR, and Cost data across
both Quality Score and Average Position.
• Why would you use it?
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29. Script 4: The Result
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30. Creating Your Own Alert System
• Next we will go over how you would build a
basic alert script.
• We will take a metric such as cost and create
the logic for pulling the data and sending an e-
mail if there is too much variance over a
period of time.
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31. Advantages of Scripts
• Currently Google allows email
notifications through the
‘Automate’ button.
• However this just looks at the
number of
clicks/impressions/conversions
etc. rather than the rate of
change.
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32. Initialize the Data
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33. Get the Data
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34. Creating the Alert
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35. Example Email
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36. Alert History
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37. Further Modifications
• Pulling other metrics is almost exactly the
same. For clicks change .getCost() to
.getClicks()
• Change the values to fit your needs.
• Look to Google’s Tutorials or outside sources
such as the Mozilla Developer Network.
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38. Final Poll: Exclusive Webinar Offers
a) Free solutions blueprint w/Hanapin Marketing (adspend 15k+)
http://www.hanapinmarketing.com/solutions-blueprint-sign-up
b) Free Market Reach Analysis w/Hanapin Marketing
(For those without a PPC Account but with at least $10K budget to start.)
Please direct further questions to sam.owen@hanapinmarketing.comor marketing@hanapinmarketing.com