I’ve read a lot of blogs and articles about the Alpha Beta Campaign Structure and how it can improve the overall performance of your account. In fact, in a recent AMA with Optmyzr founder and ex-Googler Fredrick Vallaeys on Reddit, he had nothing but good things to say about this approach for campaign management. I’ve also read that many people believe that maintaining a structure like this is labor-intensive and prone to errors if you aren’t careful. That sounds like a perfect recipe for AdWords Scripts. When I did a few searches on the topic, I saw a few articles mention AdWords Scripts for solving those issues, but I couldn’t find any actual code to use. Maybe it’s out there somewhere, but in the meantime, I figured I’d write my own. Alpha Beta Campaign Structure This idea for Alpha Beta campaigns was originally proposed by David Rodnitzky of 3Q Digital. The basic idea is that you to have a set of “beta” campaigns leveraging broad … [Read more...] about Automate Alpha Beta Campaign Structure Using AdWords Scripts
Last month, we shared an AdWords Script to let you test anything and received countless examples of people using this creatively for PPC success. Based on your comments and feedback, we’re now sharing version 2, which is even better! The script has added statistics functionality, emailing you immediately when your test has significant results for click-through rate (CTR) or Conversion Rate (CR). It can also cope with Shopping campaigns — which the native AdWords Campaign Experiments can’t even touch. It still works in the same way: you make two copies of your campaign, and pause the original. (That means both tested campaigns have no history or built up quality score, which could skew the results.) One copy you label the “Control” and leave alone. The other you label as “Experiment” — this one gets changed with whatever it is you’re testing. New Shopping Campaign Capabilities If you want to test Shopping campaigns, it’s the … [Read more...] about V2 Of The Free AdWords Script
Many of you will have heard about Google’s decision to terminate exact match (at the same time as telling us that it’s for our own good). It’s a clear move to grab some more advertising dollars, and the news has been met with fury by SEM experts. Most two-year-old kids know that there is a semantic difference between singular and plural forms — and anyone with the slightest command of the English language will know that there is a difference between [photographer] and [photography]. While a professional photographer might want to spend money on [photographer], they probably wouldn’t want to appear for [photography] as this is more likely to be a search for photos that users can download. Instead of signing the petition on change.org asking Google to reverse this change, we’ve just written a script to automatically make exact match, well…exact. The AdWords script runs search term reports and adds “close variant” terms as exact … [Read more...] about An AdWords Script To Make Exact Match, Well…Exact
If you’ve kept count of how many of my posts during the past year have touched on AdWords Scripts (6 out of 16), you’ll know how useful I believe they can be to streamline repetitive tasks in AdWords. I use them all the time for accounts I manage; and without them, I simply couldn’t be as efficient as I am now. Because I’ve become so reliant on Scripts, I’ve secretly been worried that one day they might face the same fate as some other Google products that get cancelled during their annual spring cleaning. So imagine my excitement when I read the announcement from Google that AdWords Scripts are now in beta for My Client Center (MCC) accounts. It seems to have hit some critical mass to deserve this promotion to the big leagues of AdWords, the MCC interface. Below are my initial thoughts about MCC Scripts and some ways I think they can be of use. And as always, no post of mine about Scripts is complete without a juicy example, so read all the way to the end … [Read more...] about This AdWords MCC Script Will Save You An Hour Every Day!
Last month, I covered four ways to use AdWords Scripts to improve AdWords account management. I didn’t share any actual code for fear of geeking out too much, but people seemed interested enough in how to use Scripts to track historical Quality Score (QS), so this month, I’ll share step-by-step instructions and give you the code needed to track your own account-level Quality Score. But first, let me explain what account-level Quality Score is all about… Why You Should Track Account-Level Quality Score The Quality Score of your AdWords account is a useful gauge to monitor how good Google thinks your optimizations are. Rather than tracking the QS of every keyword in an account, which is not only tedious but also not very useful when an optimization includes new keywords and removes others, you can roll up the keyword-level data into an account-level number. Then, when you want to know if your account is headed in the right direction, the account-level QS number can … [Read more...] about How Account Quality Score Can Guide AdWords Optimization