12 Google Ads Scripts That Will Change the Way You Do PPC

Some companies see positive ROI from Google Ads. Some other companies struggle to recover for the losses they accrued using it. The difference between the two groups is the level of creativity and knowledge used in the optimization process. Advanced AdWords users and PPC Mgmt. professionals use scripts to increase efficiency. These scripts are simply, easy-to-use JavaScript code that manipulate the data in your Google AdWords account to your advantage.

Google has a library of out-of-the-box Google Ads scripts you can use, and below you will find another 12 that will help you run a more efficient Google Ads operation, and save you time and money.

1. Improve Rank with the Keyword Quality Score Script

The position ads receive on Google depends on two factors: one, your bid; two, the quality score. Some of the things that determine your quality score include keyword organization, landing page experience and ad copy messaging. The quality score script enables you to keep track of the quality score of your ads by monitoring keyword performance, clicks per ad group, impressions per ad group, etc.

Requirements for running the script:

• URL for Google spreadsheet that is used to track the quality score for specific campaigns and ad groups
• An email address for receiving periodic notifications

Output:
The script begins by making a formatted spreadsheet that includes all diagrams and graphs. The script then populates the information values in the report sheet for you.

Click here to view / download a copy of the quality score script

2. Keep Track of Your Competitors with Google Apps Scripts for Auction Insights

It is always valuable to know what your competitors are up to. When you run a PPC campaign on Google Google Ads , you have to bid on keywords. There is a chance that your competitors will place a higher bid on the keywords that you want to target. The question arises as to how you can keep track of bid trends on a regular basis (for all of your keywords at once)? Since PPC competitor analysis can be very difficult to measure and monitor using traditional methods, using  Google Apps Scripts for Auction Insights from BrainLabs can be an invaluable help.

Requirements for running the script:

• Google Spreadsheet, where specific columns are dedicated to areas such as campaign state, campaign type, campaign subtype, clicks, costs and more, if needed
• Notepad or other text programs to open the auction’s insight reports in order to ensure that the information is not jumbled or distorted, which can be the case when directly opened in programs like Excel
• An email address to receive periodic notifications

Output:
For the output of the scripts, go to Google Ads and download your Auction Insights report.

Click here to view / download a copy of the quality score script

3. Check URLs with Automated Google Ads Scripts

When URLs are updated, previous URLs may often become broken and unusable. If you often experience broken URLs, or if you just want to take the extra step to insure that there are no 404 errors from your ads, you may find this script very useful. The Automated Link Checker Script may be the solution that you are looking for to ensure a conversion-friendly campaign with no broken URL’s.

Requirements for running the script:

• A Google spreadsheet containing the script. This will act as the spreadsheet for the checker template
• Time duration for running the script must be updated to “hourly”
• An email address to receive periodic notifications

Output:
To make it possible to track its progress, the script creates a label and applies it to your ads, keywords, and sitelinks after it checks them. The script can then identify checked URLs on its next run. Once an analysis is complete (all URLs have been checked), the script clears the label for a new analysis.

Click here to view / download a copy of the quality score script

4. Identify Anomalies with the Performance Anomalies Script

The performance anomalies script allows you to identify keywords, ads, or ad-groups that are performing above or below expectations. Want to know how ? Here’s how: the script essentially calculates the standard deviation of the conversion figures across keywords, ads,  and ad-groups. It then singles out the specific entities with a value more than two standard deviations from their mean value.

Requirements for running the script:

• Google spreadsheet containing the main source code of the script
• Specific values tailored to your preference, such as Impression threshold, clicks threshold, cost threshold, days, weeks, and so on
• Time duration for running the script must be set to “hourly”
• Email address for receiving periodic notifications

Output:
This script will also send you an email each day with a summary of the entities that it deems to be anomalies. Your goal is to fix these issues by taking manual action.

Click here to view / download a copy of the quality score script

5. Using Google Ads Bidding by the Rules – Multi Bidder Script

Bid adjustments make up the daily level maintenance you’ll need to commit to when running PPC campaign(s) on Google Ads. However, adjusting bids manually can be tedious and time consuming. Instead, Google Ads scripts with a predefined set of rules can be used so that bid adjustments become completely automated.

Requirements for running the script:

• Input value for “Target_Average_Position”, which specifies the average position that you want your keywords to reach eventually
• Input value for “Tolerance”, which specifies the acceptable range around the “Target_Average_Position” where a rise in bids is not required
• Input value for “Bid_Adjustment_Coefficient” which specifies the multiplier to be used while adjusting bids
• Time duration for running the script must be set to “weekly”
• At least one email address to receive periodic notifications

Output:
The output will be shown in the spreadsheet.

Click here to view / download a copy of the quality score script

6. Bidding Automatically Using OpenWeatherMap API

Adjusting bids according to weather conditions has become possible thanks to the OpenWeatherMap. This app automatically changes the bidding based on the latest weather reports. This app is extremely useful for businesses whose services or products depend on weather conditions and seasonal changes. Imagine that you are the owner of a coffee shop. During winter or rainy days, you may want to adjust bids higher on hot chocolate and warm doughnuts.

Requirements for running the script:

• A Google spreadsheet dedicated only to storing and processing readings related to campaign data, including sections such as “campaign name,” “weather location,” “weather conditions,” “bid modifier,” “apply modifier to” and others if required
• A separate spreadsheet containing data pertaining to measuring weather conditions, and that contains sections such as “condition name,” “temperature,” “precipitation,” and the wind speed
• A third spreadsheet containing areas such as “weather location,”  along with the geo-targeting code of that location
• API key obtained from http://openweathermap.org/appid
• Specific targeting tags to target proximity-based locations, location IDs, etc. At least one email address to receive periodic notifications.

The following must done for the output:

• Register for an API key at http://openweathermap.org/appid
• Make a copy of the template spreadsheet and edit your campaign and all weather rules
• Create a new script with the source code below
• Update the OPEN_WEATHER_MAP_API_KEY, SPREADSHEET_URL, and TARGETING variables in the script

Click here to view / download a copy of the quality score script

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7. Add Dynamic Values with Ad Customizer Script

By including live trending data in your ads such as prices, quantity, offers, deals, etc., you will add considerably more value to your campaign. This will serve to attract potential customers even more by providing them with exactly what they are looking for at a specific point in time. If you need to change the dynamic entries or values frequently, ad customizers can be a huge help. These scripts will take out relevant information and store these values in the spreadsheet, thereby consistently and automatically updating the ad copy with the most relevant data.

Requirements for running the script:

• Google spreadsheet containing the source code of the script
• Campaign and ad group to be targeted by the script
• Time duration for running the script must be set at “hourly”
• An email address to receive periodic notifications

Output:
The output of the script is obviously the dynamic ad changes on the go.

Click here to view / download a copy of the quality score script

8. Pause All keywords with No Impressions Script

When inactive and or low impression keywords pile up in your Google Ads account, it could have a negative impact on quality score. A negative impact on quality score leads to a lower rank and higher CPC. This script cleans up the account and provides better information about the top keywords in your Google Ads account.

Requirements for running this script:

• Google spreadsheet containing a separate section for keywords and impressions
• Input values for “condition”, which would be “impressions = 0”
• Time duration for running the script must be set to “monthly”
• An email address to receive periodic notifications

Output:
The output will be shown in preview mode. When you run the script it will be paused automatically.

Click here to view / download a copy of the quality score script

9. If you are on a limited budget, you can use Account Monthly Budget Pause

Do you have fixed monthly budget for Google Ads spend? With the help of this script, you will never go overboard on your budget. Once you reach your cut-off limit, the script will label and pause your ads.

Requirements for running the script:

• Input value for date range to “this month”
• Input value for total monthly budget, which will determine the value below which campaigns will be paused
• In order to include them every time the script is run, label the specific campaigns that you want to reactivate at the end of each month as “Monthly Budget”
• Time duration for running the script must be set to “every day”, preferably at 12 am to ensure consistency
• An email address for receiving periodic notifications

Output:
When you run the script, Google Ads will send you budget notifications before pausing the keyword, and then will automatically pause them when reach the max value.

Click here to view / download a copy of the quality score script

10. Maintain High-Quality Score with Pause Keyword

Low quality score results in a lower search rank. This script checks the performance of the keywords for the last 30 days and automatically pauses those that have a quality score less than X.
Requirements for running the script:

• Modify the pause value from “false” to “true” to ensure that the script is able to pause keywords
• Input value for quality score, which acts as the threshold below which keywords will be paused
• Input value for date range, which can be set to “last 30 days” to maintain consistency
• An email address to receive periodic notifications

Output:
This script will pause low quality score keywords and will email you the details when done running.

Click here to view / download a copy of the quality score script

11. Report Creation Script

This script will allow you to create reports that can be customized.

Requirements for running the script:

• Google spreadsheet with specific sections dedicated to keywords, clicks, and even impressions, if needed
• Script should be set to “daily”, 5am (for accurate results).
• An email address for receiving periodic notifications

Output:
The output will a spreadsheet with the information requested.

Click here to view / download a copy of the quality score script

12 Google Ads Scripts for Pausing High CPA Keywords

There are keywords that bring in traffic at very high costs and cause extensive leakage in your Google Ads budget. Naturally, you will want to pause all keywords that exceed or equal in cost the LTV (life time value) of one sale / client. You can use this script to identify, and remove keywords that have high CPA.

Requirements for running the script:

• Google spreadsheet containing keywords, along with their bids and conversion rates
• Input values for “Way_Too_High_Cost_Per_Conversion” and “Way_Too_High_Bid_Reduction_Amount” define the amount by which bids on high conversion keywords need to be reduced, as well as the amount that indicates a “high conversion cost”
• Input values for the date range
• An email address for receiving periodic notifications

Output:

High CPA keyword will be paused.

Click here to view / download a copy of the quality score script

That’s all folks!

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