This interview with Fred Vallaeys of Optmyzr is part of our Convirza Webinar Series, where we interview marketing experts from across North America. To view the transcript of Fred’s entire presentation visit our webinar library. A transcript of the Q&A portion is available below.
McKay: Awesome, Fred. Thank you for the webinar. That was great, very good. We’ve got a ton of questions here. So let’s get through as many as we can in the next ten minutes or so. We have someone who is asking: “I’ve got an AdWords account. I’ve had it for a long time, about 10 years. I would like to basically start over all my campaigns. Will this hurt my scores?” I assume she means quality scores. What’s the thought on that if you delete a bunch of stuff within your current campaign? Is it going to hurt you?
Fred: It’s a pretty complex question, Susan, but it’s a good one. Google saves basically all the information. So if you’re going to be rebuilding your whole accounts but you’re still going to be using the same visible URL, Google knows a lot about the performance of that visible URL. Google obviously outsources a lot of account history from how the account has historical done. Typically, when people comment, they say, “I want to rebuild my account from scratch,” it’s because they either understand they have bad account level quality score and they want to get away from that. So in that case, go ahead and start up a new account as opposed to using the same account, and build it up slowly, build it up methodically. So figure out what would the components of my old account that had a good quality score, and maybe start off by putting those into the new account. So that Google starts up, it still is going to have some historical reference to how that domain was doing in the other account. So that’s going to set you a base level that may be a little bit lower than what you were expecting.
But at very least, now you’re showing to Google all the stuff that you forwarded over actually does work quite well from a quality score perspective. And so Google’s notion of your quality score will be better and then you can start going into some of the key words that maybe were problematic in the past. Obviously, don’t just copy them over with the same ad task, because Google is going to know… Fundamentally, Google looks at the combination of the keywords to the ad task. If that same combination appears somewhere else, they already know what the quality score is going to be. It’s not going to reset it. But if you’re actually changing the ad task, retaining some of the key words, then go ahead and add those potentially lower preforming ones in a little bit later after that new account or that new structure has had some time to build up credibility with Google. So that’s kind of the short answer to a pretty complex question.
McKay: Okay. Brandon asked a question. He says, “First of all, compliments to Fred. Excellent info, as always.” So that’s good. Then he says, “Say I manage dozens of AdWords accounts for dozens of business owners who are professional dog trainers. Is it possible to use a single negative keyword list, perhaps a spreadsheet, spread across all these accounts? For example, if I want add “dog training collars” as a negative keyword, is there any way to do it without manually updating my dozens of accounts? Thanks.”
Fred: Yes. Actually, I love that script, and I’ve been wanting to build it for a really long time. It’s not that complicated, actually. And so what you would do, like you suggest, Brandon, is maintain that one Google spreadsheet with the list of negative key word terms. And then the script would look at that list on a daily basis, and simply add each of the words it finds to the shared negative keyword list. I mean, actually, shared negative lists don’t quite work yet, so you’d have to put it into the negative list for each campaign. But yeah, totally doable, and great time saver.
McKay: Yeah, absolutely. That’s a massive time saver, if it’s done well, if it’s done right. Thomas asks, he says, “Can broad searches be reduced from more relevant results through scripting?” So can it actually [inaudible 00:51:04] down your broad matches directly with script?
Fred: Yes. And so there’s many approaches that you can take to doing that. Marcela Devivo has written a really popular search query management script – her name is Marcela Devivo, D-E-V-I-V-O – for companies Gryffin, G-R-Y-F-F-I-N. So look up that script. Basically, it has a script that pulls out all the search queries that you have run on, and then makes it really easy to make changes to those and have it automatically go back into AdWords. So depending on the methodology you want to employ, you could fully automate this yourself as well. So you could say if you find a search query with more than, say, 20 clicks, more than $30 in cost and zero conversions, automatically put that in as a negative key word. Completely doable in scripts. So that’s one basic way of looking at it. Or you can do something really sophisticated. So one thing we do at SalesX, or that Salesx does, is they use the alpha beta methodology for key word managements.
So they look at the search query report automatically, and if it finds a query with a conversion, it automatically adds it as a keyword to the account in a different campaign, and then automatically copies over the ad task from the originating add group. So something that would have taken you dozens of steps to do manually through editor or through the interface, you can now literally just write it up in a script, have that script run once a week, and then you just review the changes that were made and you make sure you’re happy with it. And that’s it. So it goes from taking hours to taking minutes.
McKay: Awesome. Let’s do one more question here. Carlos says, “Could you tell us how you resolve the limit of 30 minutes run script for long, time-consuming scripts?” Does that question make sense to you, Fred?
Fred: Yeah, definitely. So Carlos is referring to the fact that script have a number of limitations. So one of them is they can only execute for up to 30 minutes. After that, Google will shut it down. There’s also a limit on the number of entities that a script can search. I think it’s around 250,000. They may have increased it. But basically that’s saying if you have an account with a million keywords, you can only operate on 250,000 key words in any single iteration of that script. So that’s where the beauty comes in, that the scripts can be run once per hour. So if you have those types of situations, the easy way to break it up, is to chunk it out by different campaigns. So the first hour, I might run for my campaigns starting with the letter A, the next hour of campaign starting with the letter B, or you actually specify which campaign runs in which hour. If you only need to do things once a day, that’s a great way to get around it. There are many other optimizations that you can do, and this gets a little bit deep into the weeds, but basically don’t read and write intermittently. Use bulk operations as much as possible. And I’ve had scripts that I’ve written go from taking an excess of up to 30 minutes to two minutes, just by doing some of these optimizations. So there are ways to get around it.
McKay: Great. Well, Fred, thank you, sir. That was awesome, as usual. Any final thoughts for the crew on the call here?
McKay: Great. Fred, thanks again. We really appreciate it. One final thought today. The other thing I would mention with AdWords specifically, is most of our clients, at this stage, are using our tool to track the calls that are specifically generated from AdWords, whether they’re on a mobile environment or on a desktop environment. Most of our clients are marrying phone calls to AdWords. And so I strongly recommend that if you’re doing any level of AdWords whatsoever. Thanks again, Fred. Everybody have a wonderful day. Watch for an email from us tomorrow that has the recording, as well as Fred’s slides. And then tomorrow, we’re also hosting a webinar with the guys at Main Street ROI. They’re an agency in Mid-town Manhattan called Google Analytics Made Simple. So if you aren’t an absolute expert in Google Analytics, specifically universal analytics, you should be on that webinar. Thanks again, everybody. Have a wonderful day. Fred, have a great day and thanks again.
Fred: Thank you. Bye bye, everyone.