1. Marcel Prothmann, Peak Ace AG
For the PPC-NERDS 2017
ADWORDS TOOLS & SCRIPTS

2. I have no clue how to develop but I love to
DISCLAIMER

3. 3 pa.ag
But the most important thing about me…
“I choose a lazy person to do a hard job. Because
a lazy person will find an easy way to do it.”
Bill Gates

4. 4 pa.ag
Table of Contents
1. Adwords Scripts vs. Adwords API
2. Adwords Scripts Use Cases
3. Tool: Next level call tracking
4. My favourite Adwords Scripts

5. Adwords Scripts vs. API

6. 6 pa.ag
API
 Access almost all
AW features
 Almost in Realtime
SCRIPTS
 Parameters
 External Feeds,
Spreadsheets
 Negatives, Labels
 Calculations
RULES
 Set CPC
 Pause Ads
Scripts vs API vs Rules – available features
Scripts API
Hosting Hosted by Adwords Own Server needed
Skills needed Copy and Paste and
go for it!
Install the code, some
SDKs or libraries, …
Example Code There is already a
script for almost
everything
Not much is available
from the community
Scheduling You can schedule your
script in the Interface
Maintain cron jobs on
your server
Scale Limited but can scale
to higher limits if you
know how
Scales like crazy if you
know how
Capabilities Can‘t manage
everything
Almost everything is
manageable in Adwords
Strenghts Quick to adapt
existing scripts or test
things
Better for large accounts
or „Big-Data“
vs

7. 7 pa.ag
RULES
 Set CPC
 Pause Ads
Scripts vs API – Easy Explanation
AdwordsAPI(Java)
Adwords Scripts:

8. Adwords Scripts Use Cases

9. 9 pa.ag
Peak Ace
Campaign Generator
where the magic happens
The big maschine to create everything
Feed based account development with our campaign generator
Input Generator Output
Keywords Feed Data USPs &
Prices
Destinations
AC
Campaign
Campaign
Exact
AdGroup
BMM
AdGroup
 Keywords
 ETAs with USPs &
prices
 Sitelinks with
destinations
 Landing pages
with filters
Onsite
Filters
AdGroup
Namings
Landing
pages
Scaling the accounts while maintaining
the existing structure
NOT TODAY!

10. 10 pa.ag
How to tame this beast?
Account structure of our biggest clients
 Maintain consistent
settings in all accounts
 Realize mistakes right then
when they happen
 Scale accounts while
maintaining existing
structure
 Work together with 17
managers on these
accounts without losing
the overview
35
accounts
+10.000
campaigns
+1M
ad groups
+10M
keywords
+10.000
landing pages
Biggest Challenges:

11. 11 pa.ag
How we automated our work to be even more efficient
Fast but safe scaling through smart technology solutions
Control Tools
Avoid growth pain before and while growing
 Peak Ace Anomaly detector
 Peak Ace Setting change detector
Optimization tools
Focus on strategy & creativity vs. „PPC monkey work“
 Automated duplication of AdGroups from exact
to BMM AdGroups
 Optimize and Set Geo-Modifier

12. PA Anomaly Detector

13. 13 pa.ag
This enhanced script is flexible in relation
to thresholds, avoids spam by showing
only useful information and allows for
late conversion forcast.
Performance impacting issues are visible
at a glance thanks to causality
information and emailed to responsible
manager.
I. Control Tools – Peak Ace Anomaly Detector
Why did we enhance Google’s anomaly script?
Google Script
Detect unexpected KPI changes
Real time warnings
E-Mail notifications 1 User
Same notification shown once a day
Allows for late conversions
Adaptable thresholds for each KPI
Dependencies with KPIs which caused the issue
Selection which manager receives which emails
No spreadsheet overload due to big data
Notifications are easy to read
Deviation in absolute numbers and percentages
More than 2000 lines of code ;)

14. 14 pa.ag
I. Control Tools – Peak Ace Anomaly Detector
Checked values: Impressions, clicks,
average CPC, … to impression shares
Possible origin of performance discrepancies
 Daily executive summary report for Seniors,
Heads and client minimizes email traffic
 Alerts the respective Account Manager
whenever an anomaly is detected
 Shows related data making it easier to
determine root cause
Account Manager
Version:
Executive Manager
Version:
Proof of concept: This anomaly alert
allowed us to fix a problem with a clients
website within one hour after it occured.

15. Who was it?
PA Settings Change Detector

16. 16 pa.ag
Peak Ace Settings Change Detector
Detect changes when they happen Values we monitor:
Campaign type & status
Device bid adjustments
(AdGroup & campaign)
Daily budgets
Ad rotation
Ad schedule
Bid strategies
Delivery method
Search partners
Language & location targeting
Targeting & exclusion method
Devices
CPA bid (campaign & AdGroup)
Default max CPC (AdGroup)
Ad group status
Final URLs (keyword)
+20 more!
Reality ≠ standard settings
Example of what happened
 Thanks to real time updates we were able to adjust settings immediately.
 Mistakes or non optimal settings are detectable at a glance and can be
corrected straight away before any negative impact can occur.

17. Monkey Work – NOPE!!!
Keyword Optimization

18. 18 pa.ag
Ad Group Duplicator
Adwords Account
Campaign No. 1
Adgroup 1
Exact
Adgroup 1
BMM
Adgroup 2
Exact
Adgroup 2
BMM
+

19. Set your geo targets and modifiers based on performance
GEO Bidder

20. 20 pa.ag
PA GeoModifier
Sets your GeoTargets and Modifiers automatically based on performance
https://www.pa.ag/en/location-adder-geo-bidding-adwords-script/

21. 21 pa.ag
PA GeoModifier
Sets your GeoTargets and Modifiers automatically based on performance
https://www.pa.ag/en/location-adder-geo-bidding-adwords-script/

22. Call value push to Google Analytics and Adwords
CallTracking & CRM

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Calltracking
User clicks on our ad
Matelso generates a unique
phone number for this visitor

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Call Push to CRM
User calls his
unique number
Matelso sends
Caller data to CRM
CallerID
Call duration
cid (Analytics)
gclid (Adwords)
CRM

25. 25 pa.ag
CRM Push to GA & Adwords
CRM The magic sale
happens
CRM push to Google
via measurement
protocoll push(cid)
https://www.google-analytics.com/collect?v=1&tid=UA-xxxxxx-
xx&cid=GA1.2.1634492628.1495638571&t=transaction&tr=150&ti=Peak_Ace
https://www.google-analytics.com/collect?v=1&tid=UA-xxxxxx-
xx&cid=GA1.2.1634492628.1495638571&t=item&ti=Peak_Ace
(gclid)
Via API Push or
Spreadsheet

26. 26 pa.ag
Call conversions in Google Analytics

27. More Adwords Script Sources

28. 28 pa.ag
Daily Budget Check – Inbiz
Checks the status of your daily budget usage intraday
http://www.inbiz.de/adwords-scripts

29. 29 pa.ag
Linkchecker Deluxe – Holger Schulze
404, soft404, Gclid problems, Redirect chains, creates labels in Adwords
https://www.internet-marketing-inside.de/AdWords-Scripts/linkchecker.html

30. 30 pa.ag
Linkchecker Deluxe – Holger Schulze
E-Mail output
https://www.internet-marketing-inside.de/AdWords-Scripts/linkchecker.html

31. 31 pa.ag
Merchantcenter Monitoring – Christopher Gutknecht
Monitors your merchant center warnings & errors
https://github.com/norisk/AdWords-Scripts/blob/master/2017_GMC_MCC_MerchantCenterMonitoring_v1.1.1

32. 32 pa.ag
Brainlabs Scripts
24 hour bidding, SEO-ranking-labels in Adwords, CloseVariant reverse engineered
http://www.brainlabsdigital.com/blog/category/adwords-scripts/

33. Or?
Happy Testing!

34. 34 pa.ag
Stop! - Be careful if you don‘t want to crash your account…
These 3 lines of code delete all ads in your account!
Always test your scripts before you run them!

35. https://pa.ag/omlive2017
Always looking for talent! Check out jobs.pa.ag
Marcel Prothmann
mp@pa.ag
twitter.com/peakaceag
facebook.com/peakaceag
www.pa.ag
Link to this presentation: