Engaging in the same tasks over and over again can be very time-consuming and draining for PPC administrators within an organization, and deduction from an agency’s wealth can be an outcome.
A great strategy for managing tasks that occur on a repeating basis is to use Google Ads Scripts to automate them.
Google is devoting time and energy into creating scripts. A new edition was recently declared that will facilitate PPC account executives to mechanize and enhance their initiatives.
Given that this technology will probably still be around for some time, it is worth your effort to experiment with some scripts.
I’ve been providing and distributing scripts to the advertising industry for a period of time and now there are numerous free scripts which can be accessed by simply copying and pasting the code into a Google Ads account.
There are plenty of free scripts to select from, but you may start to suffer from indecision.
Building on my earlier post about immediate steps to start with automation, I’m presenting five PPC duties that can be automated by writing scripts. A few scripts should definitely be among the first to be tested.
This post includes several scripts that were written by me, my organization Optmyzr, and the site FreeAdWordsScripts.com, which we maintain.
Many thanks to Daniel Gilbert, Steve Hammer, Martin Roettgerding, Derek Martin, Sean Dolan, Russell Savage, Vincent Hsu, Nils Rooijmans, Nathan Byloff, and everyone else who has contributed open-source scripts. This extensive list of free scripts would not have been possible without your generosity.
1. Budget Scripts
Scripts used for automation don’t have the nicest user interface, so they aren’t very suitable for tasks that need a lot of complex settings and monitoring from people.
Automating tasks where there are clear-cut decisions is one of the most advantageous things to do. Luckily, many budget reductions only require a basic yes or no decision.
As an example, a basic optimization is to see when an account has spent more than the established monthly budget and to put a pause on all running campaigns until the start of the following month.
It’s a good idea to use Google Ads scripts to automate operations, as there is only one thing that needs to be specified: the maximum expense for each month.
No intricate visuals are necessary to verify the modifications that have been made. The account owner should be sent an email containing a recap of the actions taken, and the campaigns must be put on hold, and labeled accordingly.
This script isn’t suitable for campaigns that are more complex, since it won’t pause shopping campaigns, video campaigns, or experiment campaigns.
Have you been dismayed at the shift in Google’s policy relating to the level of overspending a campaign can sustain? A script can help you track daily outgoings compared to the designated budget for each day.
Once the spend exceeds the budget by 20%, the campaign will be instantly halted for the rest of the day.
It’s important to keep in mind that a script can only run one time per hour; therefore, when you set your campaign budget, you should make it lower than what you originally wanted it to be since it can continue running after reaching the specified budget for about 60 minutes.
Sometimes not spending enough is just as damaging as spending a lot, especially when an agency is earning profit from the media expenses.
This tool from Google will automatically boost your daily allowance in order to offset any periods of inactivity you experience while attempting to accomplish a set goal by the end of the month.
Optmyzr has an alternative version of this script that considers historical day-of-week trends so that bigger budgets can be allocated for days of the week when there is more potential.
2. Alerting Scripts
It can be a hassle to maintain close oversight of your accounts, but it’s essential to keep tabs on them if you want to be aware of certain issues quickly.
You might not appreciate having your boss instruct you to monitor accounts at regular intervals, including over the weekend and after-hours, but a Google Ads script is more than up to the task.
Scripts for Google Ads can access every data report from Google Ads – even those that are not visible in the Google Ads user interface. This means that the scripts can dotypes of examinations that humans cannot accomplish.
This script will advise you if your PPC is acting oddly in certain locations, like when a new local rule is preventing people from searching for what you offer. It looks at past information from a few weeks and figures out the normal success for each blend of weekday and area where the ads are featured.
The system then evaluates how yesterday’s event performed in Tallahassee against what is usually experienced on a regular Tuesday in the same city. When the variation between the two surpasses your breaking point, you will be made aware.
This is done automatically for all places where your ads are appearing, regardless of the amount.
This script carries out an uncomplicated task: it searches for groups of goods or expressions that have dropped more than a specified amount of money with fewer than a few transformations over a particular timeframe.
This can be accomplished with the use of Automatic Regulations, but it’s only able to activate itself on a daily basis. It is not acceptable to occur as often when working with accounts that produce large amounts of money. This script has the capability to execute the same task 24 times in a single day.
This script investigates the entire account as opposed to various components, such as keywords and product groups, for irregular behaviors.
This script from Google looks at how a particular hour of the day usually plays out in comparison to each day of the week, and then sends out an alert if strange readings occur in the present metrics.
Search behavior is constantly evolving. Users begin utilizing novel expressions to search for what you offer for sale, while other search words become less used.
This script helps you monitor these changes in behavior. It makes a record in a Google sheet with keywords that have a major rise or decrease in page views.
Having more impressions can show the possibility of increasing your growth by including additional search terms and their corresponding advertisement text. It may be necessary to change how resources are assigned or alter your plans if there is a decrease.
A script can be used to notify one when an account covered by Google Grants strays from Google’s standards. These accounts have their own set of policies and regulations that need to be adhered to.
Things that may not seem very important in other areas, for example having a lower click-through rate at the account level, can still lead to policy issues in Grants accounts. Because of this, it’s important to keep a close watch on these accounts in order to maintain the free advertising dollars given to you by Google.
3. Performance Anomalies Script
One of the scripts I particularly enjoy from Free AdWorks Scripts is for Google AdWords. The script identifies Performance Anomalies . It will identify any phrases or ad sets within a campaign that are performing remarkably well or badly in comparison to the rest.
By default, you will receive a daily email which contains information on how your campaign is doing.
The Performance Anomalies Script can help you enhance the results of your Google Ads campaign in two ways. By this I mean there are two ways that this script can save you money:
- The script can help you identify keywords that are generating most of the clicks in a campaign
- It can help you identify when certain keywords in a campaign are underperforming
If you have multiple keywords related to a particular campaign and some of them are bringing in the most clicks, it may be more financially affordable to allocate more funds towards these certain keywords. If certain key phrases don’t have the desired result, you have to either alter the sales description employed for your advertisement or target different phrases.
4. Broken URLs Script
I wish to illustrate the purpose of the Broken URLs Script from Google AdWords. This is one of Google’s proprietary scripts. It should be a requirement that anyone who is carrying out a PPC campaign must do so.
The simple link checker makes sure that every link present in your ads is correctly pointing to an existing page on your website. If it does not, the person clicking the ad will only come across a 404 error.
It is a smart idea to have a system such as the Broken URLs Script to protect against any typos when you enter a URL, since this could happen quite easily.
The Broken URLs Script can be set up to send you an email notification only when there are broken links present, or it can send you a message on a consistent basis regardless if there is an issue or not.
5. Auction Insights Script
The simplest strategy to cut back expenses on your Google AdWords efforts is to reduce the cost per lead.
The amount you invest in Google Ads is affected, to some extent, by the amount of money your rivals are happy to pay for a specific keyword. The higher the number of competitors, the higher the cost of each click.
By default, Google Ads does not give a lot of information about how much money other companies are spending on the keywords you are focusing on. This is understandable. If they gave out explicit information regarding this topic, then you would expend less cash on them.
The Auction Insights Script solves this issue. It provides the ability to generate reports that juxtapose your cost-per-clicks against those of your rivals.
By exploring this data, you can observe any modifications to your Cost Per Click (CPC) due to the actions taken by others who are targeting the same keyword as you. These findings can be used to modify how you allot your funds and recognize patterns for advertising expenses.
6. 24-Hour Bidding Script
Your AdWords Return on Investment (ROI) will most likely fluctuate depending on what time or day it is. It is logical to assume that various aspects are affecting the times when your desired viewers are engaging on the internet.
To counteract this, you can employ the 24-Hour Bidding Script.
This 24-Hour Bidding Script permits you to maximize your expenditure depending on the times when your intended audience is most involved.
Currently, Google Ads Scheduling allows you to establish six time frames in a single day. The script is essentially an update to the standard targeting possibilities accessible through Google AdWords.
7. Quality Score Tracker Script
Google assigns a Quality Score to your ads which is representative of how satisfactory they are deemed. The rating is rated from 1 to 10, taking into consideration the three key components. These are:
- Your advertising copy and the imagery you are using
- The audience that you are targeting
- How relevant the keywords are to the landing page on your site
These are the three levers of your PPC campaign. Making changes to any of the three levers can either have a beneficial or harmful effect on your quality rating.
The higher your quality score, the less you will pay per click. Google strives to offer a positive experience for its customers.
You can check your quality score at any point via the Google Ads interface. However, constantly monitoring your score does take time.
The Quality Score Tracker program will keep a record of your quality rating as time progresses. This Google AdWords script will be beneficial to you by reducing the amount of time needed to keep track of your quality score.
8. Pause Keywords with 0 Impressions Script
The majority of devising successful and economical PPC campaigns involves experimentation and making adjustments. In the initial stages of most marketing efforts, you’ll usually find two or three keywords that are not worth targeting. Certain keywords that you are attempting to utilize will not result in any views.
This script enables you to check the progress of your campaigns that are presently running. The script will stop displaying words that do not get any views.
You can look over the stopped search words that have not been seen. You can eliminate the words from your promotion if you so choose, or determine more suitable keywords to aim for.
This script would be beneficial to edit in order to optimize the Pause Keywords having 0 Impressions. You could select another grouping of elements that would suspend a keyword. You could opt to stop using a keyword that has a low quality rating.
Conclusion
Google AdWords scripts are created to enable you to avoid wasting time carrying out tedious activities. Using them as a tool can aid in the mechanization of your PPC campaigns, thereby allowing you to derive more leads with the same financing.
The article described eight Google AdWords Scripts that should aid in controlling your campaigns. Additionally, these are freely available resources that can be utilized immediately.
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