Scripts within AdWords can save a user lots of time by automating many tasks. For many advertisers scripts can be a bit overwhelming at first glance. It appears to be lots of programming and if you’re not sure what you’re looking at it can be confusing. Luckily it’s not too difficult with the available tools from Google and other sources. PPC Management companies will utilize these tools to help track the performance of an account.
Setting Up a Script
To get a script setup you’ll need to either know some coding or simply copy and paste your code into AdWords. Within the new interface of AdWords you’ll click the wrench in the top right area of the dashboard, and under bulk edits select scripts. Click the big blue plus sign and you’ll be in ready to add the script name and code. It’s best to run the script once it’s added to ensure it’s operating properly. Check the script history occasionally to make sure the script is active.
How Much Are You Bidding?
There are multiple bid adjustments available through AdWords and if you have many running it can be difficult to monitor what you’re really bidding on. The following script will allow for users to analyze bids and adjustments through a spreadsheet. Users can see the cost per click ranges for a campaign or keyword which will in return allow for more accurate bidding. Keep in mind these will not access any audience data which means no demographic information or RLSA.
Reaching Monthly Budget?
Many of us understand Google’s bidding and spend can fluctuate from day to day and Google gets pretty close to the set monthly bid. However, with a reach target monthly spend script your campaign budgets can be changed daily to reflect your spend. This is helpful if your budget is fluctuating often. You can simply input the monthly budget and the script will automate your campaigns to spend your input. Let’s say you have $100 and 17 days left within the month. Your campaign will be set to $5.88 per day for the rest of the month. If you have a shared budget between campaigns the script can be altered to take this into consideration as well.
Are Destination URLs Working?
If you have a large campaign running with multiple landing pages it can be time consuming to check each URL. Also, if you’re working with a client who changes their site often URLs may go away. This results in ads pointing to pages that no longer exist, which then means the ads are disapproved. A script can automate the checking process and provide you with a spreadsheet of all broken destination URLs. This allows for the user to quickly view the URL in the spreadsheet and make adjustments before users go to the broken page. Of course this gives you the chance to fix it before Google disapproves the ad as well.
Keyword Quality Score Report
There are lots of softwares available that will run through an account and pull quality score for keywords. Now if you’re not in a hurry to spend money monthly on a tool that does this you can set up a script that will automate the process. The script will keep historical data of the quality score which is not available through AdWords. For some of these scripts you are able to create a dashboard within the Google Drive spreadsheet.
Pause Keywords with Zero Impressions
When first launching an account many keywords will be added to campaigns and unfortunately many of them will result in 0 impressions. To keep the account healthy you won’t want to have unrelavent keywords that are receiving 0 impressions associated with the campaign. Unlike some of these other scripts that run daily, this specific script can be scheduled to run monthly or even quarterly. This will also allow for keywords to build some data and see if the ones being cut really need to be. To set up your own pause keywords with zero impressions script visit Free AdWords Scripts.