The Many Benefits of AdWords Scripts

As a Google Partner and digital marketing company, we’re always looking for ways to improve AdWords campaigns for our clients. Most recently, we have begun using AdWords scripts. There are literally thousands of different ways to utilize scripts and it may very well be one of the most unused AdWords features.

Always up for a challenge, our intrepid Digital Marketing team searched through them all to find the best opportunities for our clients to get more and better clicks with AdWords scripts. This is a prime example of how Blayzer’s team members continually differentiate themselves from their peers — by continuing to learn and grow with the many changes of online marketing, and to share that development with each other and our clients.

So…what is an AdWords script?

AdWords scripts are a way to programmatically control your AdWords data using simple JavaScript code. It can create reports, update bidding, provide tools for analysis, as well as sending you alerts on the status of your campaign, along with many other features.  The automation used in scripts frees up time spent doing many of these day-to-day tasks. That recovered time can then be used on more productive improvements, such as keyword research, creative updates, bid strategies, competitive insights, data analysis, and more.

How We’re Using AdWords Scripts for Our Clients

As we mentioned, there are thousands of different ways to use AdWords scripts and even some custom ones built specifically to meet your needs. Literally, thousands. For the sake of brevity, below we have covered a few of our favorite ways Blayzer has been utilizing scripts to automate tasks associated with running AdWords campaigns. These are our favorites so far either because of how much time they help save, or because they are just plain cool.

Bid Modifiers

This script can be crazy useful if you’ve built up enough data over time. By implementing this script, you can create bid adjustments (higher or lower) for certain days of the week and hours of the day. Let’s say you own a diner and are always busy Saturday and Sundays from 7am-11am. You can increase your bids on those days and times and lower your bids the rest of the day when typically, you’re not getting good clicks and good traffic anyway.

Pausing

Let’s face it, not every keyword or ad we create is going to work. You can use a script to pause keywords, ads, ad groups, or even whole campaigns using this script. Maybe you want to keep CTRs above a certain percentage, if they fall below that percentage this script can pause them so you don’t have to.

Reporting

There are so many different types of reports you can set up using automated scripts. One that we use here at Blayzer is a declining ad groups report that accumulates any ad groups it shows as declining over time. That would definitely be one that needs work and it can show you a time frame of when the descent of the ad group began which is always helpful.

Seasonal

One that we plan on using very soon is a seasonal script. There are a few ways to utilize seasonality and one way that could be beneficial is if a business wants to run a Labor Day Sales Event, or any other holiday. This script can begin on a specific day each year so you don’t have to remember to start it up again every year.

Link Checker

This one is almost a no-brainer and should be on every account. This checks the final destination of your ads and ensures they point the users to an actual page. Sometimes while updating a site, things happen. This script makes sure you’re not throwing money away while driving traffic to a page that isn’t working.

Final Thoughts

We could go on and on about the many benefits of using AdWords scripts. They are a great way to automate the daily tasks of managing many AdWords accounts at once and we at Blayzer are happy we started utilizing this little known AdWords feature. Our clients are feeling the benefits, too. Feel free to contact Blayzer if you think working with an AdWords partner could better your business.

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