Using AdWords Scripts to Create Your Own Ad Tech Landscape By Mitch Larson
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The document discusses the use of AdWords scripts to automate marketing optimizations, highlighting the significant increase in workload capacity achieved with minimal costs. It emphasizes the benefits of integrating custom logic through tools like Supermetrics and BigQuery, enabling effective data management and analysis. Key takeaways include the potential for automating routine optimizations and enhancing ROI through streamlined processes.
Using AdWords Scripts to Create Your Own Ad Tech Landscape By Mitch Larson
- 1. #SMX #32B @mitchperclick Using AdWords Scripts to Create Your Own Ad Tech Landscape (So Easy a Marketer Can Do It)
- 2. #SMX #32B @mitchperclick About Me • Ad Operations Lead • Search, Display, Social • Bikes, Kites, Snowboards
- 3. #SMX #32B @mitchperclick AdWords scripts solutions have the ability to replace some paid tools to yield higher ROI.
- 4. #SMX #32B @mitchperclick Our Team’s Goal Same Team, Increased Performance, More Projects.
- 5. #SMX #32B @mitchperclick The Outcome? Over a span of 6 months, workload capacity increased 128% with less than $500 spent per month on tools.
- 6. #SMX #32B @mitchperclick 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
- 7. #SMX #32B @mitchperclick How Much Could You Actually Save? $37K = $444,000 $37K $37K $37K $37K $37K $37K $37K $37K $37K $37K $37K
- 8. #SMX #32B @mitchperclick • 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
- 9. #SMX #32B @mitchperclick Identifying What to Automate Create aWish List
- 10. #SMX #32B @mitchperclick What Should You Automate? Budgets • What are the paid tools automating and to what extent? Bids Bid Modifiers
- 11. #SMX #32B @mitchperclick 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?
- 12. #SMX #32B @mitchperclick • 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
- 13. #SMX #32B @mitchperclick Automating Optimizations Using Front-End Data
- 15. #SMX #32B @mitchperclick Powerful, Yet Simple – Editor Upload Script
- 16. #SMX #32B @mitchperclick Custom Logic is Formulated in Google Sheets
- 17. #SMX #32B @mitchperclick Supermetrics Feeds Data Into Logic
- 18. #SMX #32B @mitchperclick Select Any Source, Any Metric, Any Time
- 19. #SMX #32B @mitchperclick Automate The Flow With Triggers
- 20. #SMX #32B @mitchperclick View Progress in Bulk Uploads
- 21. #SMX #32B @mitchperclick Automating the Data Flow • Supermetrics automates data flow • Formulation happens in Sheets • Google sheets feeds upload scripts • Upload script makes optimizations AE Upload Script
- 22. #SMX #32B @mitchperclick • 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
- 23. #SMX #32B @mitchperclick Making It Work With Big Data Advanced APIs
- 24. #SMX #32B @mitchperclick When Datasets Become Too Large
- 25. #SMX #32B @mitchperclick Advanced Data Capabilities • Cloud-Based Analytical Database • For accounts with Big Data & Back-End Data • Upload, Export, Query, Join & Formulate
- 26. #SMX #32B @mitchperclick BigQuery User Interface
- 27. #SMX #32B @mitchperclick Tapping Into the Advanced APIs
- 28. #SMX #32B @mitchperclick Scripting Data into BigQuery
- 29. #SMX #32B @mitchperclick Linking BigQuery to Supermetrics
- 30. #SMX #32B @mitchperclick 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
- 31. #SMX #32B @mitchperclick Pushing Data Into the Databases AdWords Scripts
- 32. #SMX #32B @mitchperclick 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
- 33. #SMX #32B @mitchperclick • 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
- 34. #SMX #32B @mitchperclick Integrating Client Data Basic SQL
- 35. #SMX #32B @mitchperclick Optimizing on Blended Data Campaign or Keyword Spend Clicks Conversions Leads Opportunities Sales
- 36. #SMX #32B @mitchperclick SQL To Join Datasets
- 37. #SMX #32B @mitchperclick 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
- 38. #SMX #32B @mitchperclick 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
- 39. #SMX #32B @mitchperclick Enterprise-Level Case Study Exceeding PaidTool ROI
- 40. #SMX #32B @mitchperclick 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
- 41. #SMX #32B @mitchperclick 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%
- 42. #SMX #32B @mitchperclick 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
- 43. #SMX #32B @mitchperclick 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
- 44. #SMX #32B @mitchperclick The Conclusion AdWords scripts solutions have the ability to replace some paid tools to yield higher ROI.
- 45. #SMX #32B @mitchperclick Thank You!