Google Ads Script for Dummies: An Introduction

Adsbot Growth Team
Author
hundreds of open-source scripts

Imagine you have an e-commerce website that sells licensed superhero products, and a box office superhero movie is coming to town in a couple of weeks. You might want to manage your Google Ads settings according to increased keyword search about that particular movie to sell products related to that superhero and its film. Now, imagine you can automatize this. Google Ads Scripts do precisely that, among tons of other things to automate and optimize your PPC performance.

What Is Google Ads Script?

Simply put, Google Ads Scripts are pieces of JavaScript code that help you control, automate, and optimize your campaigns. 

Why Should You Use Google Ads Scripts?

Google Ads may require incredible amounts of micromanagement, thus becoming quite annoying and time-consuming. You can automate almost everything using Google Ads Scripts with basic knowledge of JavaScript. Google offers free instructions on how to write simple JavaScript codes on their browser-based IDE. Most of the time, you don’t even have to write the code you need from scratch; you will just copy and paste the code that automates the task you require to do. There are literally hundreds of open-source scripts you can use with simple modifications to fit your goals. You can now have more free time to create more effective marketing strategies and convert more people.

Google Ads Scripts run on Google’s Apps Script engine, and it lets you connect other Google Apps such as Sheets, Calendar, or Maps with your Google Ads account for optimization and automatization.

You can use Google Ads API for almost everything Google Ads Scripts do, but it requires advanced coding capabilities and an extra budget for servers to run the code. It has its advantages, but most of the time, Google Ads Scripts are more than enough for your operations. You can also link Google APIs to your Google Ads Scripts; it allows you to connect Google Apps and Google Ads Scripts.

What Can You Do with Google Ads Scripts?

You can do it if you can think of it. One of the best strategies for using Google Ads Scripts is to think of your most monotonous, most boring tasks and automatize them. Then, you can get into more detail and optimize your budget, keyword performances, and your ads’ Quality Scores; you can create alerts and actions, regular reports to send yourself or your client, and bidding strategies. Adsbot offers everything below -and more- and you don’t even need to know to code. 

Budget Management

You can use several codes to amplify how you manage your budget. For example, you can track your ads’ Quality Score (QS) and stop your campaign if your QS drops under a specific value. Likewise, you can cancel campaigns for the worst performing keywords in terms of impression. Or you can stop campaigns that exceed your daily budget.

It’s easy to miss some of the broken URLs, especially if you’re managing more than one client’s Google Ads accounts or working with an e-commerce website with diverse inventory and betting on hundreds of different keywords.

Google Ads Script allows you to monitor pages with 404 Not Found and 500 Server Error responses and stop campaigns to these pages. It saves you from spending money on literally nothing.

Optimize Keyword Performance

You have to spend hours detecting the worst performing keywords to prevent burning your money. Google Ads Script allows you to stop bidding for keywords that have no use for conversion.

You can help grow or optimize Single Keyword Ad Groups to improve the QS, CTR, and CPC of your ads. Another way to optimize keyword performance depending on your ads’ QS, CTR, and CPC is to run A/B tests that you can automatize with Google Ads Scripts.

Adjust to Run Tasks When You’re Off-hours

You can let your script work for you even on your off-days. You might be at home because of the pandemic, and weekends might feel no different than weekdays, but restrictions will be lifted (maybe already lifted where you live) someday. When that day comes, you probably won’t prefer to spend your whole day at home trying to stop some Google Ads campaigns for your client. You can set up a script to turn off these campaigns while enjoying a concert at your local entertainment complex.

Create Automated Reports

Creating custom reports for each client’s needs becomes a nightmare for most digital marketing professionals if they are responsible for more than one account in an agency.

It’s possible to automatize reports and let you spend more on building more profitable strategies. Some scripts allow you to send email updates to yourself and the people you choose. It can help keep yourself and your client up to date with the important KPIs.

Set Up Rules and Label Keywords

Grouping keywords for different purposes can be an overwhelming task if you work with large numbers of keywords. You can label your underperforming keywords for better budget management, label keywords that require bid revisions and label them according to your ads’ quality score. They will be in your inbox regularly. You set the rules; the script does the rest.

Create Bidding Strategies

Increasing or decreasing the bids for specific keyword groups can be automatized, thanks to Google Ads Script. You set maximum and minimum CPAs for your campaign, run the script, and it will automatically adjust the bids for keywords that pass through your filter.

Some scripts allow you to create regular heatmaps of your CTRs to see which periods are best for bidding and when to stop bidding. You can even break down your bidding by the hour instead of Google Ads’ six default periods.

Time Is Money When It Comes to Google Ads Script

All you can do with Google Ads Script serves basically two things:

  • It saves time: You can be more productive, design more creative strategies, and have more flexibility on trial and error because of the time you save from the monotonous monitoring and avoidable micromanaging.
  • It saves money: It also makes money. Every cent you spend on more optimized ads means more conversion. So you don’t only prevent yourself from losing money; you can also earn more money if you speed up your operation with Google Ads Scripts.

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