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

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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

Publié dans : Marketing
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Using AdWords Scripts to Create Your Own Ad Tech Landscape By Mitch Larson

  1. 1. #SMX #32B @mitchperclick Using AdWords Scripts to Create Your Own Ad Tech Landscape (So Easy a Marketer Can Do It)
  2. 2. #SMX #32B @mitchperclick About Me • Ad Operations Lead • Search, Display, Social • Bikes, Kites, Snowboards
  3. 3. #SMX #32B @mitchperclick AdWords scripts solutions have the ability to replace some paid tools to yield higher ROI.
  4. 4. #SMX #32B @mitchperclick Our Team’s Goal Same Team, Increased Performance, More Projects.
  5. 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. 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. 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. 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. 9. #SMX #32B @mitchperclick Identifying What to Automate Create aWish List
  10. 10. #SMX #32B @mitchperclick What Should You Automate? Budgets • What are the paid tools automating and to what extent? Bids Bid Modifiers
  11. 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. 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. 13. #SMX #32B @mitchperclick Automating Optimizations Using Front-End Data
  14. 14. #SMX #32B @mitchperclick
  15. 15. #SMX #32B @mitchperclick Powerful, Yet Simple – Editor Upload Script
  16. 16. #SMX #32B @mitchperclick Custom Logic is Formulated in Google Sheets
  17. 17. #SMX #32B @mitchperclick Supermetrics Feeds Data Into Logic
  18. 18. #SMX #32B @mitchperclick Select Any Source, Any Metric, Any Time
  19. 19. #SMX #32B @mitchperclick Automate The Flow With Triggers
  20. 20. #SMX #32B @mitchperclick View Progress in Bulk Uploads
  21. 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. 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. 23. #SMX #32B @mitchperclick Making It Work With Big Data Advanced APIs
  24. 24. #SMX #32B @mitchperclick When Datasets Become Too Large
  25. 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. 26. #SMX #32B @mitchperclick BigQuery User Interface
  27. 27. #SMX #32B @mitchperclick Tapping Into the Advanced APIs
  28. 28. #SMX #32B @mitchperclick Scripting Data into BigQuery
  29. 29. #SMX #32B @mitchperclick Linking BigQuery to Supermetrics
  30. 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. 31. #SMX #32B @mitchperclick Pushing Data Into the Databases AdWords Scripts
  32. 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. 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. 34. #SMX #32B @mitchperclick Integrating Client Data Basic SQL
  35. 35. #SMX #32B @mitchperclick Optimizing on Blended Data Campaign or Keyword Spend Clicks Conversions Leads Opportunities Sales
  36. 36. #SMX #32B @mitchperclick SQL To Join Datasets
  37. 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. 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. 39. #SMX #32B @mitchperclick Enterprise-Level Case Study Exceeding PaidTool ROI
  40. 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. 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. 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. 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. 44. #SMX #32B @mitchperclick The Conclusion AdWords scripts solutions have the ability to replace some paid tools to yield higher ROI.
  45. 45. #SMX #32B @mitchperclick Thank You!

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