- September 14, 2021
5 Google Scripts that Save Time and Improve PPC Campaign Performance Automatically
Google scripts are a helpful tool when you are managing PPC campaigns. Google describes scripts as a way to automate actions across your account, from increasing CPC bids to pausing ad groups to pausing and unpausing keywords. Scripts also make it possible for you to change a lot of accounts through your manager account. Thus, Google scripts not only save you time but they make managing accounts more straightforward.
To save you even more time—and a desperate email to everyone you know to find out if they can code—we have identified 5 Google Scripts that you can use to make changes across your account in an automated way.
Script #1: Account Auditor By Google
With both a Single Account or Ads Manager version, Account Auditor ensures that your campaigns follow the rules you establish for your campaigns, ad groups, ads, and keywords. First, you set the rules in a spreadsheet. Then, it reports any that are breaking the rules on a spreadsheet. Google says this one is a lot like Google Ads Automated Rules feature, but Account Auditor checks structural conditions on the accounts while Automated Rules monitors performance metrics.
Script #2: Flexible Budgets By Google
A common pain point for PPC managers that have Google Ads daily budgets set is that you can limit how much you spend per day, but you can’t control how that budget is used over the campaign’s entirety. Flexible Budget allows you to adjust the campaign budget daily with a customer distribution scheme. For example, if you want the frequency of the ad to increase near the end of a campaign with a deadline, like a sale or live event, you can set that up with this script, and it will dynamically adjust the spend to reflect that automatically. The default is to spend evenly, but you can change it to be weighted toward the end of the campaign. Moreover, you can test to see how that might play out over the campaign.
Script #3: Unique Bidding Rules for Each Campaign by Russ Savage
Koozai, a digital marketing agency, recommended this one for automating bidding by the campaign. This script makes it possible to adjust bids based on a rule, eliminating the need for manual bidding. It will optimize the bidding based on your set goal or any target metrics you have. Savage assumes that many PPC managers base these optimizations on cost per conversion and position on the page. But it can handle as many rules for as many campaigns as you need it to run.
To read Koozai’s 49 other recommendations, please click here.
Script #4: Remove Underperforming Ads by Frederick Vallaeys
PPC Protect, a PPC software company, recommends many free Google scripts, including this one by Vallaeys. This script maximizes your PPC budget by removing underperforming versions and ensuring only the best-performing versions are running. In addition, it eliminates the need to do recommended maintenance manually, saving you time. It can also reduce all ad groups to the two best active ad tests and run a monthly cleanup of all experiments you might have started.
To see all 102 suggestions by PPC Protect, please click here.
Script #5: “0” Impressions Pause
Klientboost, a performance marketing agency, likes this helpful but straightforward script. It automatically pauses ads running for keywords that are getting no impressions. As a result, Klientboost says that it eliminates the worst performers before they start wasting your budget.
To read the entire article Klientboost had for Google Scripts, including 20 more scripts they recommend for 2021, please click here.
There you have it, our top five picks for Pre-written Google Scripts that you can use free. Plus, if you go to our source’s links, you have access to dozens more. Google scripts can save you time and make your job easier. So, write your own, modify an existing one, or copy and paste one of these scripts and you are already on your way to an automated system to manage your PPC accounts.
“Using Scripts to Make Automated Changes.” Support.google.com. Web. 10 September 2021. <https://support.google.com/google-ads/answer/188712?hl=en>.
Harris, Steve. “50 Google Ads Scripts You Should be Using in 2020.” www.koozai.com. Web. 10 September 2021. <https://www.koozai.com/blog/pay-per-click-ppc/50-google-ads-scripts-you-should-be-using-in-2020/>.
Carr, Sam. “102 Google Ads Scripts to Improve Your PPC Ads Performance.” ppcprotect.com. 28 April 2021. Web. 10 September 2021. < https://ppcprotect.com/blog/paid-search/google-ads-scripts/>.
Co-Founder of PPC Ad Editor. I am a leader in digital marketing, specializing in strategic planning, implementation, and optimization.