Checking and maintaining Google Ads campaigns is necessary for a positive progression. Are the KPIs not at risk? Are the budgets sufficient? Are you overlooking anything? Google Ads scripts are used for more control, overview, and to reduce the amount of repetitive work. This can work wonderfully; saving time and improving results. However, make sure you stay sharp on the functioning of the Google Ads scripts, so that no illusion of control arises.

Every script, whether developed in-house or obtained through another party, can fail to function properly at any given time. Sometimes this is caused by a temporary issue, for example, when a used (Google) service is temporarily unavailable. Often these problems don’t last long and a well-written script doesn’t require any action. On the other hand, problems can also be caused by a change in a Google Ads account, the Google Ads system, Google Ads scripts, or one of the used APIs. This can lead to errors that affect the operation of the scripts and will continue to do so until a solution is implemented.

Tips for checking and maintenance

Control over your Google Ads scripts is very important; know that they do what they should do. Only then can they ensure that all-important control over the results of your campaigns. To ensure continuity, the following points need attention:

1. Check if the scripts are still working

Regularly check if your scripts are still being executed properly. This can be done in the log files in the Google Ads interface, but this is a new repetitive task and that’s exactly what the use of scripts is supposed to avoid. Fortunately, this can also be done more conveniently. For instance, it is possible to record the results in a central spreadsheet and send an automated email in case of problems. Allow each script to write down the date, time, and status information every time it runs. This way, you can easily see per account and per script when it last ran and whether it was executed successfully. A Google Ads script can be written in such a way that it does not stop immediately at an error message but first sends an email, after which action can be taken.

2. Check for planned adjustments

Regularly check if there are any changes planned for Google Ads scripts and the used APIs. If there are changes that will impact the scripts you use, you can solve the issue before the script’s operation is affected. Even though changes are often announced, this doesn’t mean there is an immediate solution for the script you use. Not all scripts available online are well-maintained.

3. Let the scripts grow with the accounts

An account can grow and then a Google Ads script can start having problems with the size of the account over time. For example, the error “Exceeded maximum execution time” may occur. Prevent this error message and the associated delay. Ensure that the scripts are adjusted in time to also process larger Google Ads accounts.

4. Maintain an overview

Keep track of which scripts are used in which account. Especially with a large number of accounts, it’s helpful to maintain an overview. If a script then temporarily doesn’t work, at least you know which accounts this impacts.

5. Centralize updates

When an update is needed, make sure it only has to be implemented in one place. If you use a script in multiple accounts, consider using an MCC script or let your scripts import code from a central location outside Google Ads scripts. This way, adjustments are implemented more quickly, and there’s less chance of forgetting to implement the change in a script.

New Developments

In addition to the necessary controls to ensure continuity, it is important to be aware of the latest developments in Google Ads scripts. Google Ads and Google Ads scripts are developing rapidly. This not only poses risks for errors but also creates opportunities. The new possibilities could save you a lot of time. It’s also good to evaluate the used scripts regularly. Do they still contribute optimally to the processes and achieving the objectives? Sometimes a small adjustment can prevent an unnecessary alert, add a meaningful alert, or further reduce repetitive work.

What we see is that controls and maintenance often fall by the wayside in practice, especially if maintenance is managed in-house. The urgency of day-to-day operations is often stronger. Ensure that the responsibility for checking and updating Google Ads scripts is established. Whether this is arranged internally or outsourced, knowledge of JavaScript and Google Ads scripts is indispensable to ensure continuity and optimal use. Only then do Google Ads scripts truly offer more control over your Google Ads accounts.

More Information

For more information on checking and maintaining Google Ads scripts, please contact us.