When done right, Google Ads can become one of if not the most dependable and cost-effective sale and lead-generation engines of your business, something we’ve seen first hand as one of Melbourne’s most knowledgeable digital advertising agencies. However, it takes a lot of work to get to the point where your Google Ads are constantly bringing in a steady stream of sales and inquiries.
Despite what you may have heard, Google Ads is far from a ‘set it and forget it’ channel. Even after you’ve done the groundwork of calculating your maximum cost per acquisition and set your bids and even after you’ve optimised your ads for maximum Quality Score and refined your landing pages, the ever-evolving nature of digital marketing and a glut of competitors in the market mean your work is never done.
The situation can become even more frustrating when dealing with enterprise-level accounts comprised of thousands of ads and tens of thousands of keywords. Without an entire team of Google Ads specialists like those at First Move Digital, going through each campaign, each Ad Group, and each and every ad to ensure they’re all as optimised as they can be is incredibly time-consuming.
Here’s five Google Ads scripts to make your account management a bit easier. All of these scripts can be easily implemented by visiting the Scripts section of your Google Ads account, which is located within the Bulk Operations menu.
1. Out-of-Stock Disabler
If you’re running an eCommerce operation, you know what a hassle it can be to update or pause ads when a product or several products are out of stock. Some shopping feeds automatically pause your Google Shopping ads once a product is out of stock but search ads don’t have this functionality natively. Luckily, this handy script can automatically pause your search ads pointing to out-of-stock URLs by scanning for the presence of “out of stock” tags in your landing page code.
2. 24/7 Bidding
One of the things we like best about Google Ads scripts, besides the fact that they make it far easier to analyse and scale your ad campaigns, is that they allow you to do things not natively found in the Google Ads platform. This awesome script allows you to set bids by the hour instead of the six default bidding periods included in Google Ads.
Part of what makes Google Ads scripts so useful is that they not only automate many manual optimisation processes, but they also have tremendous value when it comes to analysis and all optimisation should begin with careful analysis. This useful heatmapping script allows you to visualize user interaction with your ads so you can pinpoint when bids should be lowered or increased.
4. Budget Limit
You’ve no doubt already set budgets throughout your Google Ads account, but these aren’t exactly a strict rule as far as Google is concerned. If Google feels like they may be able to get some more clicks or more conversions for your account, they can actually overspend. For many account managers this is fine, but you may have strict limits for your media spend. This budget limit script ensures your ads are paused as soon as you hit your budget limit so Google can’t overspend.
5. 0 Impressions Pause
This is one of the simplest but most useful scripts. Rather than going through every single ad group to find the underachievers and pause them, the script takes care of all of that for you. Any ads in your account that aren’t generating any impressions will be automatically paused before they get a chance to waste your budget.