In essence, Google Ads scripts are simple JavaScript-based scripts that automate your Google Ads’ basic procedures and their reactions to and interactions with external data. (They also shouldn’t be confused with Google Apps Scripts, which allow users to create and publish add-ons that consolidate and enhance Google-based apps.)

Google Ads Scripts help you save time and other resources in the long run, since they can automate common procedures that otherwise would have to be done manually. These procedures can include automatically adjusting keyword bid based on impression share. Scripts can also help you manage multiple accounts to help streamline your Google Ads usage. All things considered, they’re especially helpful if you often manage large digital ad campaigns and have a bit of JavaScript coding skills — and don’t worry, you don’t have to be a computer whiz since the required scripting is quite simple.

Using Scripts and Getting Started

The size and complexity of your campaign will likely be the first factor in whether or not Google Ads scripts can be helpful. If you deem a campaign to be large or complex enough where you feel scripts are worth using, it’s especially great since you’re being more efficient without having to spend a bunch of money; CRM and 3rd party management can be quite expensive, but scripts allow you to optimize ad campaigns yourself.

Furthermore, with scripts you can automate bulk changes while retaining the ability to make later manual changes when convenient. For your ad campaigns, you can receive weekly or monthly reporting and make changes to multiple accounts. This can include weekly reports on quality score distribution of keywords. Plus, scripts can help you with comprehensive account health checks.

Building your first (or any) script is done within your Google Ads account. Google has a basic rundown on getting started with your first script here by experimenting with their library of pre-existing scripts. Once you incorporate a script into your account, you can then tinker with it to test the impact of script changes in your campaign’s performance and generate weekly or monthly reports on their data. After you get used to simpler, pre-made scripts, then you can experiment with writing your own, which Google discusses in more detail here.

Pre-Made Scripts

As mentioned previously, Google has a library of pre-written scripts for you to choose from which are useful when first starting out. You can use those as is or use them as templates that you can tweak so they best apply to your ad campaigns.

Besides those pre-made scripts, there are also a handful of sites that have compiled lists of free recommended scripts. PPC Nerd has a few lists here for scripts that help with a variety of applications such as account health, search campaigns, display campaigns, and more. AdStage also has a list of 10 scripts and their various functions ranging from increasing or decreasing bids based on weather (helpful for weather-based industries such as travel) to reporting a 24-hour heat map.

Also, for a whole bunch of insight and pre-made script goodness, check out freeadwordsscripts.com, a blog all about Google Ads scripts.

Things to Keep in Mind When Using Scripts

While scripts are super useful, you won’t get the best use out of them if you just apply a script and forget about it.

The first thing to remember about scripts is to check occasionally or, even better, frequently for accuracy and potential updates to script language. That’s because scripts are great but, if something is accidentally wrong, they’re not infallible. So, don’t neglect checking up on them. Similarly, monitor changes that scripts have made — especially when bidding for improvements. This is because, while scripts make your life easier, you are the only one who “knows” what the final goal of the script and ad campaign is.

Related, if you’re working with a pre-made script, an updated, improved version of that script will likely come out at some point. It’s worth your time to occasionally research whether new and improved script versions are out in case they can provide you with a better, upgraded service.

It’s also worth turning scripts off during quieter or busy periods in order to analyze their impact. In general, the rule to live by with scripts is to test often!

Deploying the right scripts can take your Google Ads campaigns to the next level whether through optimized bidding or providing you with insight you’d otherwise miss. Start with some free pre-made scripts to get your toes wet and, as time goes on, your familiarity will to. Soon you’ll figure out exactly what scripts are best for you!

If you have additional questions about Google Ads Scripts or need assistance improving your PPC campaigns, Fujisan Marketing is here to help. Send us a note on our contact page — we look forward to hearing from you!