Getting to Know Google Ads Scripts

So, what exactly are Google Ads Scripts? Think of them as little pieces of JavaScript code that can automate just about anything in your Google Ads account. Whether it’s adjusting bids, pausing underperforming keywords, or sending you performance reports, these scripts can do it all. They’re especially useful for repetitive tasks that would otherwise take up too much of your time. The best part? You don’t need to be a coding wizard to get started—basic knowledge of JavaScript and a bit of patience will get you there.

How to Set Up Google Ads Scripts

Setting up Google Ads Scripts isn’t rocket science, but it’s important to get it right. First, head over to your Google Ads account and click on the “Tools & Settings” menu at the top. Under “Bulk Actions,” you’ll find “Scripts.” This is where all the magic happens. To create a new script, click the “+” button, give your script a name, and paste your code into the editor.

Before you dive in and run your script, it’s a good idea to test it out using the “Preview” feature. This way, you can see what changes the script will make without actually applying them just yet. Take a look at the logs to catch any errors or surprises, and make adjustments as needed. Once you’re sure everything is set up right, go ahead and run it. You can do this manually or set it on a schedule to run automatically—whatever suits your workflow best!

A handy tip for keeping everything organized is to use labels for your scripts. This way, if you’re managing multiple scripts, you can easily find and manage them. Also, don’t forget to set up email alerts so you’ll be notified of any errors or major changes detected by your scripts.

Best Practices for Using Google Ads Scripts

• Start Simple: If you’re just starting with Google Ads Scripts, it’s a good idea to begin with some easy ones. Try using scripts for straightforward tasks like pausing keywords that aren’t performing well or tweaking bids. These simple scripts are quick to set up and offer instant benefits, making it easier for you to get the hang of how they work. Once you feel confident with the basics, you can dive into more advanced automation options.
• Make It Your Own: One of the best things about Google Ads Scripts is that they’re highly customizable. While you can find plenty of pre-built scripts out there, tweaking them to suit your specific needs will help you get the most out of them. For instance, if a standard bid adjustment script only considers average position, you might want to modify it to also take conversion rates into account, aligning your bids more closely with your profitability goals. Customization is key to making scripts work for you, so don’t hesitate to play around with the code a bit.
• Test, Test, Test: Testing is a critical part of using Google Ads Scripts successfully. Before you let any script loose on your live campaigns, always test it in preview mode. This lets you see exactly what changes the script would make, without actually applying those changes. It’s also a good idea to set up a test campaign or use a small, controlled section of your account for testing purposes. This way, you can observe how the script performs without risking your main campaigns.
• Keep an Eye on Things: Scripts are awesome for automation, but they’re not something you can set and forget. Regular monitoring is essential to ensure everything’s running smoothly. This means checking the logs, reviewing script outputs, and making any necessary tweaks. A good routine is to set aside time each week to check in on your scripts and make sure they’re still aligned with your campaign goals.

Popular Automation Tasks with Google Ads Scripts

There are so many ways you can use scripts to automate your Google Ads tasks. Some of the most common uses include:

• Bidding Adjustments on Autopilot: One of the most popular uses for scripts is automating bid adjustments. For example, you can set up a script that increases bids during peak hours when your target audience is most active, and decreases them during off-peak times to save money. This keeps your ads optimally positioned without you having to manually adjust bids every day.
• Stay on Top of Your Budget: Budget monitoring is another task that scripts can handle really well. You can set up scripts to track your spending in real-time and send you alerts if you’re getting close to your budget limits. This way, you’ll never have to worry about overspending or your campaigns suddenly stopping because you ran out of funds.
• Automated Performance Reports: Scripts are great for keeping tabs on your campaign performance because they can automate reporting. Just think about it—getting the latest performance data sent directly to your inbox without doing a thing. Plus, you can tweak these reports to zero in on the metrics that matter most to your business, like cost per acquisition or conversion rates, giving you a clear snapshot of how everything’s tracking.
• Dynamic Ad Copy Updates: For businesses that frequently change their offerings, such as those with dynamic inventory or seasonal promotions, scripts can automate ad copy updates. This ensures that your ads always reflect your current deals, products, or services without needing constant manual updates. For example, a script can automatically update your ad text based on your inventory levels or upcoming sales, keeping your ads fresh and relevant.

Pitfalls to Watch Out For

• Don’t Overdo the Automation: While scripts are fantastic, it’s important not to rely on them too heavily. Remember, scripts work based on the rules you set, and they can’t account for every possible scenario. Always keep a human eye on your campaigns to make sure things are running smoothly. It’s also a good idea to review your scripts periodically to ensure they still make sense for your current campaign goals.
• Keep Your Scripts Updated: Google Ads is always evolving, and what works today might not work tomorrow. That’s why it’s crucial to keep your scripts up-to-date with the latest Google Ads changes and best practices. Ignoring updates could lead to errors or scripts that don’t perform as expected, so stay on top of any changes in the Google Ads environment.
• Avoid Misconfigurations: Misconfigured scripts can cause major headaches, like pausing the wrong ads or misallocating your budget. Double-check your script settings and thoroughly test everything in preview mode before rolling them out fully. It’s always better to catch a mistake in testing than to deal with the fallout in your live campaigns.

Wrapping It Up

Google Ads Scripts are a great tool for automating ad management and boosting performance. Begin with simple scripts, customize them as needed, test thoroughly, and monitor regularly. While automation saves time, human oversight is essential to keep things running smoothly.

Key Takeaway: Google Ads Scripts can drastically improve the efficiency of your ad campaigns, but they work best when paired with regular checks and updates. Automation is powerful, but it’s not a replacement for strategic oversight.

FAQs

How can I get started with writing my own Google Ads Scripts?

To start writing your own Google Ads Scripts, it’s helpful to learn some basic JavaScript. Google offers detailed documentation and examples that can guide you through the process, even if you’re new to coding.

Can I use Google Ads Scripts for multiple accounts?

Yes, you can use Google Ads Scripts across multiple accounts by setting them up in a manager account (MCC). This allows you to run the same script for several accounts simultaneously, making it easier to manage large-scale campaigns.

What should I do if I encounter errors in my Google Ads Scripts?

If you run into errors with your Google Ads Scripts, use the “Preview” function to check the logs. Google Ads provides detailed error messages that can help you diagnose and fix the problem. Sometimes, the issue might be as simple as a typo or an outdated function.

Are there any tasks that Google Ads Scripts can’t automate?

While Google Ads Scripts are versatile, they do have their limits. Some complex tasks might require the Google Ads API, which offers more advanced automation capabilities beyond what scripts can handle.

How can I fix my script if it stops working after a Google Ads update?

If a Google Ads update breaks your script, review the latest Google Ads documentation to see if any functions or parameters have changed. Updating your script to align with the new guidelines should get things working again.