What are Google Ads scripts and why are they important?
Google Ad scripts are JavaScript codes that enable you to have better control of your campaigns. These scripts assist us in performing various internal actions automatically such as extracting quality score per keyword, auction insights for competitor’s analysis and checking broken links in the account. It also helps us to map out patterns and trends for the best performing ads, setting granular bidding schedules and more.
Below are some of the ad scripts we use to better optimize our accounts:
1. Quality Score Tracker
Quality score is one of the most important metrics required to optimise an account. By tracking quality score and optimising accordingly, hundreds of dollars can be saved from being wasted on keywords with a low quality score and those which are not relevant.
This first quality score script generates quality scores based on impressions, clicks, and/or conversions. It creates a Google sheet which downloads to the user’s Google drive where it saves historical and current data. Users will now be able to map out the changes in quality score and how it correlates with optimisation techniques and historical data.
Below is the image of what the output of the script looks like.
2. Ad Customiser
If only one variable needs to be changed on an existing Google Ads (e.g. pricing in the ad headline), the best practice is to duplicate the ad so that historical data is not lost. However, if there are thousands of ad groups and multiple ads per ad group, consider using the Ad Customiser Script.
This handy ad script enables marketers to create dynamic and up-to-date customized ads without losing historical data. It can be used to change numbers as well as text. However, it can be complicated for first-time users of the script as there is some coding involved. However, it is extremely helpful for accounts that run ads with ever-changing variables such as prices, quantity, dates, etc.
In the image below, you will be able to see the variables that you are able to change without losing the historical data in the ad.
Source: https://searchengineland.com/harness-power-ad-customizers-adwords-scripts-231110
3. Ad Text N-Gram Mining Tool
Every performance marketer wants to know the latest market trend to best optimise their ad text. The manual way to do it would be looking at the search term queries and identifying the most common queries in your campaign. Instead, applying the Ad Text N-Gram Mining tool performs the above actions for you automatically.
An N-gram is a word sequence where ‘N’ denotes the number of words in the sequence. This script helps find the most commonly used phrases or strings of words in search queries. Performance marketers can then understand what target audiences are searching for and optimise ads accordingly.
4. Link Checker Script
This script scans through all the URL links in the account across keywords, ads, and extensions to validate if there are any broken links such as “404 Not Found” and “500 Server Error”. This is especially useful for e-commerce clients as there are different landing pages hosting different products.
The reason for having multiple URL links in the ad account is to land relevant traffic to the relevant landing pages. However, links can sometimes stop working and in this case, it becomes redundant to have multiple URLs. Fortunately, this action can be automated to check all the URL links daily and not have to worry about wasting marketing dollars on a broken URL site.
Source: https://developers.google.com/google-ads/scripts/docs/solutions/link-checker#how-it-works
5. 24-Hour Bidding Schedule
At the moment, Google only allows us to have a maximum of six bidding windows in a day. However, at times, that is insufficient for performance marketers. Fortunately, this Google ads bidding script allows us to bid 24 times a day, 7 days a week.
ROI and conversion rate varies across products throughout the day. By using this ads script, users can optimise ad schedule bidding for the hours with the highest conversion rates. The image below shows the Google sheet where bidding is set.
Source: https://www.brainlabsdigital.com/google-ads-scripts/ad-scheduling-4-times-more-responsive-than-googlemarinkenshoo/
6. Auction Insights
One of the most important factors in optimising for ad accounts is to keep an eye on competitor metrics. Brainlabs has the perfect ad script that can help us do just that. All we need to do is extract the auction insight from Google Ads and paste it into a Google sheet template which we have downloaded from Brainlabs.
This ad script allows us to track our competitors over a period of time — allowing users to easily identify changes in the CPC, conversion rate, and search impression share. It’s a real lifesaver!
Source: https://www.brainlabsdigital.com/events/tracking-auction-insights-over-time/
