AdWords Scripts: The Next Level of AdWords Optimization

Customers know things that AdWords ads usually can't use, such as the fact that it's raining and nobody wants to leave the house. Russell Savage is a marketing engineer from San Francisco who worked at Amazon in 2009, when it started using weather data in its recommendations, and he runs a blog of free scripts. In this talk he explains why he sees AdWords scripts as the most underused feature of AdWords and the next level of optimization.

You'll learn what scripts are, how to start without a developer background, and how to use them to automate reporting across a whole MCC, catch broken URLs, update ads from pricing and inventory and evaluate A/B tests. Russell compares scripts with automated rules and the AdWords API, explains where they hit limits, and shows how to bring weather, sports schedules, competitor stock or petrol prices into your campaigns. In the Q&A he explains how to test scripts safely.