Using AdWords Scripts to Create Your Own Ad Tech Landscape By Mitch Larson

#SMX #32B @mitchperclick

Using AdWords Scripts to CreateYour Own Ad Tech Landscape

(So Easy a Marketer Can Do It)


About Me

• Ad Operations Lead

• Search, Display, Social

• Bikes, Kites, Snowboards


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


Our Team’s Goal

Same Team, Increased Performance, More Projects.


The Outcome?

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


How Much Could You Actually Save?

Consider $1,000,000 paid search media spend per month…

3.5% To Management Tools($35,000 / Month)

$2,000 to Reporting Tools


How Much Could You Actually Save?

$37K

= $444,000$37K $37K $37K

$37K $37K $37K $37K

$37K $37K $37K $37K


• 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


Identifying What to AutomateCreate a Wish List


What Should You Automate?

Budgets

• What are the paid tools automating and to what extent?

Bids Bid Modifiers


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?






Questions to Answer


Automating OptimizationsUsing Front-End Data



Powerful, Yet Simple – Editor Upload Script


Custom Logic is Formulated in Google Sheets


Supermetrics Feeds Data Into Logic


Select Any Source, Any Metric, Any Time


Automate The Flow With Triggers


View Progress in Bulk Uploads


Automating the Data Flow

• Supermetrics automates data flow

• Formulation happens in Sheets

• Google sheets feeds upload scripts

• Upload script makes optimizations

AE Upload Script






Questions to Answer


Making It Work With Big DataAdvanced APIs


When Datasets Become Too Large


Advanced Data Capabilities

• Cloud-Based Analytical Database

• For accounts with Big Data & Back-End Data

• Upload, Export, Query, Join & Formulate


BigQuery User Interface


Tapping Into the Advanced APIs


Scripting Data into BigQuery


Linking BigQuery to Supermetrics


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


Pushing Data Into the Databases

AdWords Scripts


Putting It All Together

1. Scripts Push Data to Databases2. Supermetrics Extracts Data§ Reporting§ Logic

3. Reporting Informs Logic§ Formulated in Sheets

4. Editor Upload Script Optimizes

5. Landscape Makes it Continuous






Questions to Answer


Integrating Client DataBasic SQL


Optimizing on Blended Data

Campaign or Keyword

Spend

Clicks

Conversions

Leads

Opportunities

Sales


SQL To Join Datasets


Optimizing on Blended Data

Campaign or Keyword

Spend

Clicks

Conversions

Leads

Opportunities

Sales

Campaign or KeywordSpendClicksConversionsCost / ConversionLeadsCost / LeadSalesROI


Putting It All Together1. Scripts Push Data to Databases2. 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


Enterprise-Level Case StudyExceeding Paid Tool ROI


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



$233.58

$298.44

$243.10

$0.00

$50.00

$100.00

$150.00

$200.00

$250.00

$300.00

$350.00



$250 Goal CPL

-2.76%-6.57% +19.38%



$233.58

$298.44

$243.10

$0.00

$50.00

$100.00

$150.00

$200.00

$250.00

$300.00

$350.00



$250 Goal CPL

-2.76%-6.57% +19.38%<$500 / Month3.5% Media Spend Fee


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


The Conclusion

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


Thank You!

Using AdWords Scripts to Create Your Own Ad Tech Landscape By Mitch Larson

Marketing