June 9, 2022
To Stop the CMO Revolving Door, Bring Brand and Performance Together
To the average search marketer, scripts may seem like an intimidating area of the account to touch, but the truth is you don’t need to be a coder to utilize them. Scripts are a low-effort way to help you out in managing your account. You can use scripts to automate your bidding processes, to act as a second pair of eyes to flag account errors, to build out detailed reports, or to analyze large sets of data – the options are endless.
There are hundreds of premade scripts out there that anyone can use. In fact, we’ve chosen four of our favorite scripts to showcase in this post, so that you can use them today to improve your ads!
1) Check your Final URLs for Landing Page Errors
The last thing you want to do is pay for clicks that are going to take users to a broken landing page! That’s where the link checker script comes in. This script tests every active Final URL in your account, and reports back to you if it finds that any of them are sending to error pages.
All that you have to do is make a copy of the settings sheet, and adjust the options to your liking. From there, you paste the script code into Google Ads, update your email address and the setting sheet URL, and run it. The script will then email you a sheet listing any error pages that it found while scavenging the account. From there, you can update the broken URLs with working links in the account. The best kind of scripts are the ones that save you time and money!
2) Quality Score Script
Quality Scores play a major part in your ads’ positions on the search engine results page, how much your CPCs will be, and the overall success of your ads. Though you don’t want to obsess over Quality Score, it’s worth making concerted efforts to improve them and just as important to be able to track them to show how your efforts are working. The Quality Score tracking script downloads your account’s data daily and pulls it together into easy-to-read graphs that show how your Quality Scores are trending today and how they have changed throughout the past.
Quality Score is constantly moving, so even if you don’t have any current initiatives to improve it you need to track, you can check it regularly to know whether or not your scores are declining unexpectedly. All that you have to do is create a blank sheet for the script to populate, run the script, and boom: Quality Score tracking made easy!
3) Block Poor Performing Mobile App Placements
With thousands and thousands of mobile app placements available on the GDN, it’s only a matter of time before one of your ads is shown somewhere where it is not expected to perform well (think children’s apps, for example). Rather than waste your money by showing on those placements or waste your time by manually excluding them one-by-one, this script will do the work for you.
Simply set the number of days you want your lookback window to be, the highest CPA that you’re willing to accept, and the maximum price that you are willing to spend on a placement without seeing conversions. Any placements that do not meet these conditions will be added as placement exclusions at the ad group level. If you input your email, the script will also send you a Google Sheet listing the placements that it excluded & their KPIs.
4) Filtering Negatives Made Easy
With larger accounts, you have thousands of search terms matching to your keywords everyday, and it can be hard to keep track of everything as you add in new ones. Sometimes your keywords are similar to the existing ones in the account. Sometimes you may forget or have teammates helping you manage Google Ads, and you may end up adding in duplicate keywords. This makes it harder for you to track and analyze the data coming from these search terms.This duplicate search query script shows you which search terms in your account are matching to multiple keywords. With this information, you can easily add filtering negatives to the keywords that you don’t want showing for the searches. This will allow you to get more specific with your ad copy. It will also keep the data for the search terms in one place, making it easier to adjust bids on.
Scripts like these help you to automate your marketing processes, free up some of your time, and use technology to your advantage. Setting up scripts is less of a daunting task than it may seem. Once you get these into your account, the work is already done for you. If this is the kind of thing that’s missing from your search ads strategy, then why not start a conversation with our team?
