Muhammad Ali

Performance Marketing Executive

January 2, 2020

6 Simple Google Ads Scripts for Efficient Campaign Management

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 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 that we use to better optimise our accounts.

1. Quality Score Tracker

Quality score is one of the most important metrics required to optimise your account. Right optimisation can save hundreds of dollars from being wasted on keywords with a low-quality score and which are not relevant. 

This script churns out quality scores based on impressions, clicks and/or conversions. It creates a Google sheet and it is then downloaded to your Google drive where it saves historical and current data. You can map out the changes in your quality score and how it correlates with your optimization techniques with the historical data. Below is the image of what an output of the script looks like.

2. Ad Customiser

If you have to change only one variable on your 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 you have thousands of ad groups and multiple ads per ad group, you would want to use the Ad Customiser Script.

This script enables us to create dynamic and up-to-date customised ads without losing historical data. It can be used to change numbers as well as text. However, it can be complicated if you are using this script for the first time as it involves some coding techniques. 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.

3. Ad Text N-Gram Mining Tool

Every performance marketer wants to know the latest market trend to best optimise their ad text. One way to do it would be looking at the search terms queries and identifying the most common queries in your campaign. Alternatively, by applying this script, it performs the above actions for you automatically.

N-gram is a word sequence where ‘N’ denotes the number of words in the sequence. This script allows us to find the most commonly used phrases or string of words in our search queries. We would be able to understand what our target audiences are searching for and optimise our ads accordingly.

4. Link Checker Script

The reason for having multiple URL links in the ad account is to land relevant traffic to relevant landing pages. However, links can sometimes stop working and in which case it becomes useless to have multiple URLs unless someone is checking them on a daily basis to make sure all the links are working like they supposed to.

Fortunately, we are able to automate this action and check all our URL links daily and not have to worry about wasting marketing dollars to a broken URL site. Link checker script will scan through the account for any broken URL links in the account across keywords, ads, and ad extensions.

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 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 script, we are able to optimize our ad schedule bidding for the hours with the highest conversion rates. The image below shows the Google sheet where you set the bidding.

6. Auction Insights

One of the most important factors in optimising for ad accounts is to keep an eye on what your competitors are up to. 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 script allows us to track our competitors over a period of time — allowing us to easily identify changes in our CPC, conversion rate, and search impression share and be one step ahead.

Have a Performance Marketing project? Let’s talk. Drop us an email at [email protected].

Muhammad Ali

Performance Marketing Executive

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