Managing a PPC account can take a lot of time. The campaign managers have to be aware of several metrics including CPC, conversion rates, and CTR for each keyword. They also have to evaluate ad copy performance, click share, impression share, and performance at location level.
When handling multiple accounts, this workload increases significantly. The competitive landscape of PPC advertising adds even more stress. This is where Google Ads Scripts come into play. Mastering these scripts can distinguish top PPC marketers and agencies from the competition.
While many would love to deploy scripts for campaign management, there is a steep barrier to entry because of the extensive Javascript knowledge that is required to create and deploy these ad scripts.
This is where Chatgpt and other LLMs come into play. With the help of Chagpt 4.0 and above, you can create any adscript of your choice within a few minutes. All you would require is a nuanced understanding of your campaign history, its performance context and your optimization requirements.
In this article, we will show you how to achieve all of this even if you have never written a line of code before. However, to set the right foundation, we will have to begin with the very basics.
Google Ads Scripts are small pieces of code that enable you to control campaign settings without using the Google Ads interface. Through the use of these scripts that bypass the interface, advanced campaign modifications and automations can be achieved.
Many of the campaign management activities that can be done with an ad scripts include things like
These scripts are directly embedded in Google Ads, and users can go on to manage even the largest of accounts more efficiently.
From the outset, Google Ads Scripts appear intimidating, however they are relatively easy to use. Google recommends that a basic understanding of JavaScript is sufficient to begin. The platform also includes a built-in editor with, among other, useful functions such as syntax highlighting and auto-completion.
You can also find pre-made scripts in Google’s library or online to help you get started.
Writing scripts manually is time consuming, even when coding is not your area of expertise. ChatGPT makes such steps easier by allowing the user to focus on the priorities of the game instead of becoming frustrated with code syntax and debugging.
Step 1: Define Your Campaign Management Goal
Determine what you want the script to accomplish. For example:
Step 2: Write a Clear Prompt that Outlines Your Requirements
Be specific when explaining your needs to ChatGPT. For example:
Step 3: Generate the Script
Input the prompt into ChatGPT. The AI will generate the script along with comments to describe what it does.
Step 4: Test the Script
Step 5: Deploy the Script
A Google Ads script consists of seven key components:
The context for writing the scripts can be derived from the Google Ads performance data, meaning that problems can be derived from Google Ads data, objectives can be derived fromGoogle Ads data, and the specific actions that the script will perform can also be derived from Google Ads data. Here's how to use performance data effectively:
Step 1: Identify Key Metrics to Monitor
Analyze the following metrics in your Google Ads account to understand campaign performance and identify optimization opportunities:
Examine trends in performance data to spot potential issues or opportunities:
Once you understand the performance data, define the script's goal. Examples include:
Using your defined objectives, map out what the script needs to do. For instance:
Use your performance data analysis to craft a detailed prompt for script creation. For example:
Use the results generated by scripts to refine your campaigns further:
Objective: Pause ads with a CTR below 3%.
This script scans enabled ads from the last 30 days and pauses those with a CTR below 3%.
Objective: Email a report of ad performance.
This script generates a report and emails it automatically.
Objective: Run ads only during specified times.
Description: Enable ads at 9 AM and pause them at 5 PM.
Objective: Pause ads with URLs that return 404 errors or fail to load.
Description: The script checks each ad’s landing page and pauses those with issues.
Objective: Modify bids based on device performance.
Description: This script increases bids for devices with conversion rates that are above 5% (e.g., mobile) or decreases them for underperforming devices with conversion rates that are under 2%.
Over the long term. campaigns in which Ads Scripts are deployed generally outperform those managed manually.
This is because ad scripts reduce human error, and provide real time responses to the evolving context of the competitive landscape in which the campaign is deployed.
For example, campaigns that implement automated bid adjustments in response to weather, or other external factors typically see higher CTRs, improved conversion rates, and enhanced budget efficiency.
On the other hand, campaigns without scripts tend to have higher response lags in relation to when performance issues crop up, resulting in wasted ad spend and missed opportunities for optimization.
Google Ads Scripts are an effective tool for granular and automated campaign management and optimization. Although creating these scripts used to require JavaScript knowledge, LLMs like Gemini, LLama and ChatGPT have made them accessible to everyone, regardless of coding ability.
Once the LLM user can establish clear objectives based on the context of a campaign, endless optimization possibilities become accessible. Whether it's pausing ads that aren't performing well, adjusting bids, or generating performance reports, scripts enable efficient and data-driven management of campaigns.