Every advertiser wants to control their campaigns and increase efficiency. Google Ads scripts then play an important role in many cases. These scripts are used for simple as well as more complex analyses, integrating external data sources. If a task is recurring and data-driven, a Google Ads script is available or developable.

The variations in Google Ads scripts are becoming more numerous and the applications more versatile. Truly achieving better results in less time requires creating the right framework conditions. How do you use scripts optimally? Giel Hoogstraten of Adformatic lays it out for you.

1. Flexibility and alignment

Flexibility is one of the great advantages of scripts. Whether small or very extensive Google Ads accounts, scripts help you manage campaigns many times more efficiently. It is important to properly align these scripts with your accounts’ goals and processes. A script that sends irrelevant alerts quickly loses its value if the emails are ignored or, worse, automatically end up in a folder that is never viewed. It is important to consider the differences between campaigns and accounts when creating and setting Google Ads scripts. Because of the flexibility of scripts, they can be adapted to any workflow and any objective, so they actually help you manage campaigns effectively.

2. Updates and errors

Any script, developed in-house or through a third party, may fail to work properly at some point. Sometimes this is caused by a temporary problem, such as a used service being unavailable for a while. Often these problems do not last long and a well-written script does not require any action. The problems can also come from a modification in a campaign, the Google Ads system, Google Ads scripts or one of the api’s used. This can create errors that affect the scripts operation and continue to do so until a fix is implemented.
Google Ads scripts are ideal for gaining more control and automating repetitive processes. However, it is important to keep checking the operation of the scripts. Preferably automatically, of course. That way you avoid adding another repetitive task on the contrary. For successful deployment of scripts, monitoring and maintenance is important to ensure continuity.

3. Large accounts and scalability.

Google Ads scripts are suitable for small to very large accounts. That is not to say that all scripts available (for free) are capable of handling large accounts. It is important to realize that limits apply. For example, each Google Ads script has a maximum execution time of 30 minutes and the number of entities (including keywords, ads, ad groups, or campaigns) that can be processed at a time is limited. Besides the size of the account, the complexity of the script and the number of accounts processed in parallel also affect the speed of the script.

Fortunately, there are methods and techniques available for deploying Google Ads scripts even for very large accounts. By considering limits when developing scripts, scripts can be developed that store processed information before a limit is reached. When the script is executed again an hour later, the script can continue where it left off. There are also methods to ensure that scripts can retrieve and process data faster.

4. Internal organization

An important consideration when implementing scripts is how online marketing is organized internally. With larger advertisers and agencies, this starts with designating an overall person in charge of Google Ads scripts. This keeps central control, with, for example, an overview of all active scripts, in which accounts they are used and who is responsible for the account. Other important questions are: Who keeps track of whether all scripts are still working? To whom are errors emailed and who provides resolution? Good organization secures the added value and continuity of scripts.

Using Google Ads scripts not only ensures better results, but also more time for the SEA specialists. This time can now be invested in strategy and creativity. In the end, you can achieve a nice balance between man and machine, making a big step forward in both the results and the work of SEA specialist!

Contact us for a no-obligation discussion on how to optimize the use of Google Ads scripts within your organization.