Google Ads Updates Scripts to Make Automation Easier

Google Ads

Google Ads improves scripts while also revealing that legacy scripts would be phased out later this year. In what it calls a “new Google Ads script experience,” Google Ads has revealed a variety of script upgrades.

Google Ads scripts allow advertisers to control their Google Ads data programmatically using simple JavaScript in a browser-based IDE. For one or more Google Ads accounts, ads experts can use scripts to automate routine tasks or communicate with other data.

With these new upgrades, advertisers will notice that processing is no longer limited by the entity, that script validation now includes more tests, and that scripts may now be used to create bidding strategies.

Custom JavaScript code is used by Google Ads scripts to automate bid modifications, keyword additions, and other account and campaign optimizations.

Google has also included support for ES6, the sixth edition of the JavaScript standard ECMAScript 6, as part of this upgrade.

Google Ads Product Manager David Stevens said that old scripts will be phased out on October 31, 2022, and so marketers have some time to adapt. It would be better to start fully migrating your client’s ad accounts from now to avoid any disruptions.

Google’s library is an excellent place to start if you’re new to scripting ads. There, you’ll find scripts that you can use as-is or adapt to your specific needs.

The scripts provided allow you to:

  • Automating an Account Summary report to see the overall performance of your Google Ads account.
  • For advanced Ad Performance reporting, create a Google Sheet with distribution charts.
  • The Bid To Impression Share script automates bid modifications.
  • The Common Negative List script keeps track of negative keywords and positions.
  • The Flexible Budgets script allows you to alter the campaign budget daily.

The Google Advertisements script library also includes scripts for setting up alerts to tell you when an account’s behavior deviates too much from a set of expected behaviors, or when the ads’ links break.

There are hundreds of Google Ads scripts out there – paid and free to help marketers reach their PPC and marketing goals. From tiny tweaks to entirely new operational capabilities, there are always people out there willing to help, and most of them are one google away.