A Non-Coders Guide to Adwords Scripts

It’s not as intimidating as you thought!

Point It Digital Marketing www.Pointit.com

#PI_Scripts #AdWordsScripts

06.17.2015

@ChristiJOlson

@SamuelDJames

Housekeeping Slide Raise your hand if you are having technical difficulties Hide the chat window Submit question via chat Additional Q&A addressed and at the end of session A link to view a recorded version of the webinar will be emailed within 48 hours Toolbox Blog on the Point It Website #PI_Scripts #AdWordsScripts

@ChristiJOlson

@SamuelDJames

#PI_Scripts #AdWordsScripts

@ChristiJOlson @SamuelDJames #PI_Scripts #AdWordsScripts

@ChristiJOlson

@SamuelDJames

About Point It Our Clients

Our Services

#PI_Scripts #AdWordsScripts

@ChristiJOlson

@SamuelDJames

Today’s Presenters

Christi Olson

Point It Digital Marketing Director of SEM

Samuel D. James Point It Digital Marketing Director of Analytics

#PI_Scripts #AdWordsScripts

5@ChristiJOlson

@SamuelDJames

WHAT WE’LL BE TALKING ABOUT TODAY:

STRUCTURE BASIC CONCEPTS READING SCRIPTS EDITING SCRIPTS

#PI_Scripts #AdWordsScripts

@ChristiJOlson

@SamuelDJames

IS LIKE LEARNING A NEW LANGUAGE… STRUCTURE TERMINOLOGY BASIC RULES

PRACTICE MAKES PERFECT #PI_Scripts #AdWordsScripts

@ChristiJOlson

@SamuelDJames

SCRIPTS ENABLE YOU TO

AUTOMATE ALL THE THINGS

THAT CAN BE DONE MANUALLY IN ADWORDS

#PI_Scripts #AdWordsScripts

@ChristiJOlson

@SamuelDJames

SCRIPTS CAN MAKE CHANGES TO OR REPORT ON ANY ELEMENT OF AN ADWORDS ACCOUNT. ACCOUNT OR MCC LEVEL

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@ChristiJOlson

@SamuelDJames

“Annie Get Your Gun”

ANYTHING YOU CAN DO SCRIPTS CAN DO TOO #PI_Scripts #AdWordsScripts

@ChristiJOlson

@SamuelDJames

SO WHY ARE SO MANY MARKETERS

INTIMIDATED BY SCRIPTS?

#PI_Scripts #AdWordsScripts

@ChristiJOlson

@SamuelDJames

THE

UNKNOWN IS JAVASCRIPT.

IT’S NOT PART OF THE AVERAGE SEM SKILL SET.

#PI_Scripts #AdWordsScripts

@ChristiJOlson

@SamuelDJames

#PI_Scripts #AdWordsScripts

@ChristiJOlson

@SamuelDJames

#PI_Scripts #AdWordsScripts

@ChristiJOlson

@SamuelDJames

LET'S START WITH

STRUCTURE #PI_Scripts #AdWordsScripts

@ChristiJOlson

@SamuelDJames

I LIKE COOKING MY FAMILY AND PETS

#PI_Scripts #AdWordsScripts

@ChristiJOlson

@SamuelDJames

I LIKE COOKING, MY FAMILY, AND PETS. USE PROPER STYLE [PUNCTUATION] THE LIVES IT SAVES MIGHT BE YOUR FAMILY'S

Google JavaScript Coding Style Guide:

bit.ly/GoogleJavaScript #PI_Scripts #AdWordsScripts

@ChristiJOlson

@SamuelDJames

NOTEPAD++ bit.ly/Notepad-plusplus

• OUTLINES CODE • MAKES IT EASIER TO SEE WHAT YOU ARE DOING

#PI_Scripts #AdWordsScripts

@ChristiJOlson

@SamuelDJames

SCRIPTS ARE CASE SENSITIVE AND NEED TO BE WRITTEN IN

#PI_Scripts #AdWordsScripts

camelCase

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@SamuelDJames

// IS A SINGLE COMMENT LINE // comments can start anywhere in a line and javascript will skip to the end of the line // add as many or as few comments to your code explaining what it does

(DOUBLE SLASH)

#PI_Scripts #AdWordsScripts

@ChristiJOlson

@SamuelDJames

/* SINGLE FORWARD SLASH + ASTERISK *Signifies comments that span multiple *lines. *Multiline comments end with */

(SLASH) #PI_Scripts #AdWordsScripts

@ChristiJOlson

@SamuelDJames

ALWAYS PREVIEW A SCRIPT BEFORE YOU RUN IT

#PI_Scripts #AdWordsScripts

@ChristiJOlson

@SamuelDJames

LET'S MOVE TO THE

BASIC CONCEPTS

@ChristiJOlson #PI_Scripts #AdWordsScripts

@ChristiJOlson

@SamuelDJames

THE KEY ITEMS YOU NEED TO KNOW: • • • • • • •

FUNCTIONS OBJECTS (ELEMENTS) ENTITIES VARIABLES METHODS SELECTORS ITERATORS

#PI_Scripts #AdWordsScripts

@ChristiJOlson

@SamuelDJames

ANATOMY OF A BASIC SCRIPT FUNCTION

VARIABLE, OBJECT, ENTITY

function main() { var keywords = AdWordsApp.keywords() .withCondition(“Status = ‘ENABLED’”) .orderBy("Impressions DESC") .forDateRange("YESTERDAY") .withLimit(10) .get();

SELECTORS METHODS

Logger.log("10 keywords with most impressions yesterday"); while (keywords.hasNext()) { ITERATOR + next METHODS var keyword = keywords.next(); Logger.log(keyword.getText() + ": " + keyword.getStatsFor("YESTERDAY").getImpressions()); }

LOGGER

}

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@SamuelDJames

FUNCTIONS PERFORM TASKS / PROCEDURES

{ } CURLY BRACKETS DEFINE THE BEGINNING & END OF A FUNCTION

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OBJECTS -- COLLECTION OF “ENTITIES”

ADWORDS ACCOUNT

CONNECTS WITH SPREADSHEETS (FOR REPORTING)

AdWordsApp

SpreadsheetApp

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ACROSS YOUR MCC

MccApp

UrlFetchApp

@ChristiJOlson

COMMUNICATES WITH OTHER SERVICES & APPLICATIONS

@SamuelDJames

ENTITIES – ELEMENT OR PROPERTY

List of AdWords Entities:

bit.ly/1aeDxby

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@ChristiJOlson

@SamuelDJames

VARIABLES (VAR) ARE USED TO NAME & STORE DATA WITHIN YOUR SCRIPTS variables are like a container to store “data”

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@ChristiJOlson

@SamuelDJames

ESTABLISH YOUR OBJECT AND SELECT AN ENTITY TO QUERY NAMED VARIABLE

OBJECT

ENTITY

var keywords = AdWordsApp.keywords() JOIN AN OBJECT AND ENTITY WITH A PERIOD #PI_Scripts #AdWordsScripts

@ChristiJOlson

@SamuelDJames

METHODS ARE HOW SCRIPTS INTERACT WITH OBJECTS

• RETRIEVE INFORMATION ABOUT AN OBJECT • ASK AN OBJECT ABOUT ITSELF

(WHAT IT IS)

(WHAT CAMPAIGN A KWD IS IN)

• TELL THE OBJECT TO DO SOMETHING (CHANGE STATUS)

#PI_Scripts #AdWordsScripts

@ChristiJOlson

@SamuelDJames

EXAMPLES OF METHODS SOME METHODS REQUIRE VALUES. MOST ARE LEFT BLANK ()

get() getQualityScore() setDestinationURL() WHEN SETTING OR SPECIFYING A VALUES ENTER IT BETWEEN THE BRACKETS ()

#PI_Scripts #AdWordsScripts

@ChristiJOlson

@SamuelDJames

SELECTORS REFINE THE LIST OF ENTITIES

•withCondition() •withIds() •forDateRange() •withLimit() •orderBy()

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@ChristiJOlson

@SamuelDJames

SELECTORS REFINE THE LIST OF ENTITIES AND CAN ORDER IT • withCondition()

(‘Entity > N’); Greater than (‘Entity