FAQs to Maximizing Google Ads Efficiency with Advanced Google Scripts

Lauren Lawson

3 weeks ago

Google Ads scripts have become an indispensable tool for digital marketers, allowing for automation, efficiency, and advanced data analysis. With the introduction of new functionalities such as "Solutions," Google is pushing the boundaries of what can be achieved with these scripts. 

In this blog post, we'll explore various use cases and provide feedback on the new functionalities, offer insights on budget adjustments, conversion tracking, and much more based on questions from our latest webinar:

Streamline Workflows & Optimize Performance: The Power of Scripts in Google Ads

Google Script "Solutions" in Bulk Actions

Question: “Any feedback on use cases on Google script "Solutions" in bulk actions since it’s a new functionality? Is Google planning to add any more functionalities to "solutions"?”

Google's new "Solutions" functionality in scripts is designed to streamline bulk actions, making it easier for advertisers to manage multiple tasks simultaneously. Feedback from early users suggests that "Solutions" significantly reduces the time required to implement changes across campaigns. For example, advertisers can now update bids, adjust budgets, and pause non-performing ads in bulk with just a few lines of code. However, some users have reported that the interface could be more intuitive, and there are occasional glitches when handling very large datasets.

Future Functionalities of Google "Solutions"

Google is continuously evolving its offerings, and there are hints that additional functionalities may be added to "Solutions" soon. Potential updates could include more sophisticated automation options, integration with third-party data sources, and enhanced reporting features. These advancements would further empower advertisers to optimize their campaigns with minimal manual intervention.

Budget Adjustment Scripts

Question: You said that a script can alert when the budget is depleted, I wanted to know if there is a way a script can adjust the budgets to meet the monthly spend?

One common query is whether scripts can alert advertisers when their budget is depleted and adjust budgets to meet monthly spending targets. The answer is yes. You can write a script that monitors your spending and adjusts daily budgets to ensure you hit your monthly targets. This can be particularly useful for maintaining a consistent ad presence throughout the month without overspending.

Here's a basic example of such a script:

budget adjustment google script

Mapping PMax to Google Merchant Center Categories

Question: “The PMax trending search categories script does not co-relate to the Product Categories from the Google Merchant Center. Is there a way to map that programmatically or customize the script to achieve this?”

In short, yes. PMax trending search categories can be addressed programmatically to match to Google Merchant Center categories. Custom scripts can be written to correlate these categories by creating a mapping dictionary that translates PMax categories into their Merchant Center equivalents.

pmax to google merchant center categories google script

PMax Conversion Attribution

Question: “PMax is notorious to take false credit for Conversions from existing Search Campaigns while providing little to no incremental volume in Conversions. Is there a script which helps demistify this black-box area?”

Taking a step back, know that conversion tagging is crucial for tracking the effectiveness of your ads. Scripts can automate the setup and management of conversion tags, ensuring accurate data collection and reporting. Google provides robust documentation and templates to get started with conversion tagging scripts.

Now, PMax campaigns often face criticism for taking credit for conversions from other campaigns. To overcome this, you can create scripts that analyze conversion paths and attribute conversions more accurately. By examining touchpoints and adjusting attribution models, you can get a clearer picture of PMax's true performance.

Scripts for Headline Quality

Question: “How can you determine the quality of headlines through scripts? What’s the process of scripting and how to do analysis with Looker studio?”

To determine the quality of headlines, you can use scripts to analyze performance metrics such as click-through rates (CTR) and conversion rates. By comparing these metrics across different headlines, you can identify which resonates best with your audience.

ctr vs. conversion rate in google ad headlines

Scripting and performing analysis with platforms such as Looker Studio or AdClicks involves extracting data from Google Ads, transforming it for analysis, and visualizing it. Scripts can automate data extraction and transformation, while advanced PPC reporting tools provide powerful visualization tools to analyze trends and performance.

adclicks ppc reporting software

Sentiment Analysis for Ad Copy Optimization

Question: “Is there a solution to leverage sentiment analysis with Google's NLP text analysis tool for Ad Copy optimization?”

Now, here’s something for the more advanced crowd. Leveraging sentiment analysis with Google's NLP tools can significantly enhance ad copy optimization. Scripts can analyze the sentiment of your ad copy and suggest improvements based on the emotional tone. This helps create more engaging and effective ads.

how google nlp works

Pro-tip: AI can simplify the process of adjusting scripts. Tools like Google’s AutoML can help you refine your scripts by suggesting optimizations based on historical performance data. This integration allows for more intelligent and adaptive script management.

Account Billing Notifications

Question: Can a script get account notification (billing issues for example)?

Scripts can also be configured to retrieve account notifications, such as billing issues. By automating this process, you ensure that critical alerts are not missed, and appropriate actions can be taken promptly.

google scripts account billing notifications

Multiple Accounts with MCC Scripting

Question: “If you manage more than 20 google ads accounts. Would you recommend to make use of mcc scripting via a google spreadsheet where you can add the accounts id's and thresholds? if so, what are the steps?”

For those managing over 20 Google Ads accounts, MCC (My Client Center) scripting is highly recommended. By using a Google Spreadsheet to list account IDs and thresholds, you can efficiently manage multiple accounts from a single script.

Steps to implement MCC scripting:

  1. Create a Google Spreadsheet with columns for account IDs and thresholds.
  2. Write a script that reads the spreadsheet and performs actions based on the data.
  3. Schedule the script to run at regular intervals.
mcc google ads script

Script master, Nils Rooijman’s answer to this question:

“Yes. Using a Google Sheet to manage the client accounts on which your script should run is a great way to keep your scripts setup organized.

For the scripts that run in my manager account, I like to use a Google Sheet, that has a 'config' sheet inside the spreadsheet.

The config sheet has multiple columns, typically organized as follows:

  • Column A holds the id's of the client accounts on which your script should run (REQUIRED)
  • Column B holds the label for campaigns in the client accounts on which your script should run (OPTIONAL)
  • Column C holds an additional filter for the campaigns; it holds a REGEXP to match campaign names for campaigns in the client accounts on which your script should run (OPTIONAL)
  • Column D....n hold the configuration variables for the script logic. ie: click thresholds, ROAS targets, 'out-of-stock' strings landing page HTML, third-party API keys, etc
  • Column O holds the spreadsheet URL for the output report
  • Column P holds the email addresses where the output should be sent

Example:

google ads scripts by nils rooijman

When the script in my manager account runs, it first reads all the information in this 'config' sheet inside the spreadsheet.

Then it executes (in parallel) the script logic, for each individual client account in column A, using the config variables in that row for that specific client id.

Everything is nicely organized in this one sheet.

No more tinkering with multiple settings in multiple client accounts!”

Optimal Campaign Management Using the Power of Google Ads Scripts

Google Ads scripts offer powerful capabilities for automating and optimizing your campaigns. Whether it's through bulk actions with "Solutions," adjusting budgets, tagging conversions, or managing multiple accounts, these scripts can save time and enhance performance. As Google continues to develop and improve these tools, staying informed and experimenting with new functionalities will ensure you remain at the forefront of digital advertising.

Want a complete guide and Google Ads Scripts database for optimizing your PPC efforts? Go ahead and reach out to us for further insight, expertise and tools.