Scripts in Google Adwords are fragments or pieces of code programmed in Javascript. They are used to carry out tasks on a scheduled basis at our convenience. They are very useful to save time managing the advertising account or to be able to detect possible errors or anomalies. They are configured at the ad account level and within the schedule, you can specify if you want them to run every hour, every day, every week or every month. Wouldn’t you like someone to check for you if an ad has a broken URL? What if once a month someone paused keywords that weren’t generating impressions? These are just a small example of tasks that can be executed with Adwords scripts.
In this article we will teach you how to configure scripts in Google Adwords and we will leave you examples of several scripts so that you can use them from this very moment.
The first thing you must learn is how to configure the scripts in Google Adwords, for this you must do the following:
1) Log in to your Google Adwords account.
two) on the right side you will see a menu that says “Block Trades”, click on it. A dropdown and a new menu will open.
3) Within that menu click on “Scripts”. Click Create and Manage Scripts.”
4) To add a new script you just have to do Click the red “+ Script” button.
5) You will arrive at a new screen, where it appears in highlighted yellow that it is necessary to authorize that script on your behalf. Click “Authorize Now”.
6) After authorizing it, You must paste the script that you are going to use from line 1, completely replacing the code that Google Adwords puts by default. Usually the script is developed by a programmer, but Google provides free scripts that you can use.
Warning: I always recommend either using the official Google scripts or that they are updated or that a programmer develops the custom scripts for you. To make this article I have done a lot of research and I have found blogs that offer many scripts but they are not updated and do not work. This can create problems when running them.
7) Once you have pasted the script, put a name that will serve to identify that script and click on “Save” and then on “Close”.
8) You will return to the previous screen, where you will have to create a schedule for your script. You choose if you want it to run every hour, every day, every week or every month. In this way you are specifying to Google Adwords how often your script is going to be executed.
Here are examples of various scripts. I hope they can help you!
1) Bid to position script:
This script is known as “Bid to position” and has been created by Google. It is used to place your keywords in a certain position. That is, you specify to the script in which position you want your keywords and how much you can adjust the bid (Raise/Lower to reach that position).
Here is the script and instructions:
https://developers.google.com/adwords/scripts/docs/solutions/bid-to-position
Screenshot of the script:
2) Link Checker:
Has it ever happened to you that you have put the URL of an ad wrong? Or that a link extension has stopped working the destination URL? This script is recommended to be executed every hour and it is used to detect keywords, extensions and URL ads that give errors. When this happens, it sends you an email and informs you of the URLs that have given an error so that you can later fix it.
Here is the script and instructions:
https://developers.google.com/adwords/scripts/docs/solutions/link-checker
Screenshot where you can configure the link checker in your dashboard:
3) Account anomaly detector:
Can you imagine having a dashboard in drive that informs you every day if the main metrics of that account (Impressions, clicks, spending and CPA) are working as they usually do? This is what this script is for, you create a dashboard as indicated and from there it will inform you in red if it detects any anomaly.
Here is the script and instructions:
https://developers.google.com/adwords/scripts/docs/solutions/account-anomaly-detector
Screenshot where you can see the anomalies of your account:
4) Countdown (Sale Countdown):
This script displays a dynamic text in your ads that works as a countdown when you have specified a date. For example, you can use this script to indicate in your ad when the sales on your website begin or how much time is available before that succulent 50% offer ends.
Here is the script and instructions:
https://developers.google.com/adwords/scripts/docs/solutions/sale-countdown?hl=es
Example of how your ad would look:
5) Declining Ad Groups Report
This script generates a dashboard with the ad groups that are worsening their CTR results consecutively during the last 3 weeks. In a fast and intuitive way you will have in a panel the ad group that meets these characteristics so that you can manage it and improve its results manually.
Here is the script and instructions:
https://developers.google.com/adwords/scripts/docs/solutions/declining-adgroups?hl=es
Screenshot of the dashboard where you can see the ad groups in CTR decline:
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