Keep Calm and Use AdWords Scripts

By Marty Schneck, July 28, 2014

I told myself I’d never use that meme. I have disgraced myself and my family.

But moving on, you may have seen our recent articles on PPC advertising, tier 2 search engines, and click fraud. I mean, if you haven’t, go check them out. In today’s world, it’s critical to understand at least the basics of online advertising.

If you’re on your game, you may know that PPC advertising can be a bit complicated if you approach it head on. Sure, it’s easy to make ads and create a basic ad campaign on Google. I did it with no previous knowledge in about five minutes. But if you want to maximize your ROI and get the best results, you need to know your stuff.

Lucky for us, Google offers AdWords scripts.

Essentially, there’s a lot of micromanagement that goes into your ad campaign. If you want to get the best ROI on your advertisements, it takes close supervision. You have to frequently pull data and analyze. But that also takes quite a bit of time, and time is money. Plus, it can be awfully boring.

That’s where AdWords scripts come in. With a bit of coding, you can use these scripts to do most of the grunt work for you.

What Do They Do, Exactly?

AdWords scripts can be used for a variety of tasks. Here are some examples:

  • You’re running a sale and want to include a sense of urgency in your ads. You can run a script to include a countdown in your ad, so it says “xx days left” in real time.
  • You run out of stock. Lucky for you, you have an active script to stop an ad when you run out of stock, so you don’t waste money advertising products you don’t have.
  • One of your links doesn’t work anymore. A script you applied notices this and pauses ads with that link.
  • One of your test ads gets a very low click-through-rate. You have a script in place to send you an email notification when an ad’s CTR falls below a certain threshold, allowing you to respond quickly.
  • One of your keywords isn’t performing well. You have a script to send you weekly reports, and notice the keyword’s poor performance, and stop it.
  • You tend to sell more product when it’s sunny and warm out. You have a script in place to set higher bids when it’s sunny and warm so you get better ad placement on those days.
  • Rather than spending unnecessary amounts of time every month analyzing raw data and making it user friendly, you set up a one-time template in your scripts that can update with new raw data periodically.

So yeah, there are many things AdWords scripts can do. This is only a handful of examples. These scripts allow your ads to instantly react. It takes a lot of micromanagement out of the equation. Now some of that awful time spent analyzing and manipulating your ads can be used for more important things. Like eating.

Sounds Easy Enough

I did mention before that it all requires coding. Javascript, to be precise. If you’re a clueless coder like me, don’t be too scared. There are lots of gracious coding masters who publish their AdWords scripts online for you to use for free!

So yeah, it's as easy as it sounds. But many people don’t know about these scripts.

How do you find them? It’s all under the “Bulk Operations” tab of your AdWords' page. There’s a nifty guide here to help you out.

As I mentioned before, if you want to succeed in the world of Google AdWords, it takes discipline and micromanagement. You have to be updated on your ads’ performance, and you have to be able to instantly react. Much of the data collection and analysis can be tedious, and can hinder your reaction time.

AdWords scripts can make this entire process much easier, making your ad campaign more efficient and profitable.

AdWords just adds to the complete Google package. Google is striving to make their website a one-stop-shop for business services. With their myriad of business services, you may find yourself on Google more often than not.

Marty Schneck

Marty Schneck

Marty is the former Digital Content Specialist for eZanga and a graduate of the University of Pennsylvania, where he studied marketing. He thinks he’s a reality show superstar. (We think so, too.) Marty describes himself as a “foodie, beer ethusiast, coffee connoisseur, and Kardashian.” Not necessarily in that order. More Articles by Marty Schneck