July 3, 2023
There are a lot of blogs flying around with titles such as “25 Google Ads scripts to use”, “46 Google Ads scripts to optimise your PPC Ads, “A zillion Google Ads scripts to change your life”… you get the picture. Sometimes it’s a bit too much to take in and understand which ones are actually going to be useful for you each day in our world of automated bidding. We’ve summarised our top Google Ads scripts to make your life actually easier when managing PPC and not more complicated…
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Low Volume SKU’s
What does it do?
This script allows you to identify and segment products in your feed that have had low/no traffic in the last 30 days. From here you can create a dedicated campaign to target these products and give them a boost in visibility.
Why should you care?
In our world of automation, we’ve found that Google often focuses on products with successful key metrics, which is great. However, this can restrict traffic to new products added to the feed or products that you need shifting, ultimately never giving them a chance to become best sellers. Think of this as putting your latest stock at the front of your store for customers to see on their way in.
What can you do with this information?
Follow the script instructions found here. We then created a new P. Max campaign on a lower ROAS than other campaigns, this gives the ID’s the chance to gain data and drop back into the usual algorithm for increased exposure. The script then automatically runs to keep these products updated.
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Link Checker Script
What does it do?
Link Checker does exactly what it says on the tin. It scans all ads, keywords, and sitelinks, for errors in their URLs that produce a "Page not found" or other type of error response, you can then set it up to send an email alerting you when error responses are found.
Why should you care?
Avoid wasting your budget and damaging your customer experience by sending users to an out of date landing page that doesn’t meet their needs.
What can you do with this information?
Add the script to all accounts to ensure your precious budget isn't being wasted. Test the script for yourself here.
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P. Max Key Metric Tracker by Platform
What does it do?
The newest script we’ve been using at Ortus and we’re loving it! This script works with Looker and looks back at your set date range of data to track how the key metrics such as cost, revenue, CPC’s are performing and fluctuating for each platform of the P. Max campaign.
Why should you care?
Google Ads itself doesn’t show you the key metrics performance for each of your platforms, this script gives you a visual report to easily track changes and analyse data. Track how much of your budget is potentially not generating revenue and is affecting your campaign ROAS.
What can you do with this information?
Follow the steps here to implement this script on your account Get yourself an easily digestible report including charts on how Shopping, DSA, GDN and Video performed. Filter by any campaign or multiple campaigns and use it in your strategy moving forwards. Eg: Review your assets for Display and Video, is there a lot of spend but no revenue. This could mean they’re low quality or need to be excluded by Google. If a lot of your revenue is coming from Search perhaps this means your brand terms are over inflating your ROAS for the campaign and need to be split into their own campaign.
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Quality Score Tracker
What does it do?
An oldie but still a goodie, this script allows you to track Quality Score fluctuations on a daily basis as well as the factors (landing page experience, ad relevance and expected CTR) that make up yourQuality Score.
Why should you care?
As CPC’s continue to rise on average in almost all industries and now that automation is taking away a lot of the control us old timers used to hate & love, it’s more important than ever to see what changes you need to make to improve your Quality Score and lower CPC’s. Tracking the impact of your changes on a daily basis allows you to gather trends and learnings to implement across the account.
What can you do with this information?
Find the steps to implement the script here. Then get to work identifying which Keywords you can optimise and what factors will make the most impact. Join forces with your SEO agency if landing page experience is your pain point.
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