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Easy to Implement AdWords Scripts

If you are looking for a handful of scripts to quickly and easily implement in your AdWords account to help with automation today then you are in the right place. Before you get started I recommend that you download a free tool like Notepad++ to make it easier to make the few edits you’ll need to make before the scripts can execute. It also makes the “Find” function work a bit easier!

Elements to Update In Pre-Written Scripts

Many of the scripts have a few variables that you’ll want to update so that your performance data is written within your own Google Docs or so that you can receive the email status updates. If you use a tool like Notepad++ you can do a quick “Find” in script to identify the following variables and update the blank placeholders with your information. Search for the following:

  • Spreadsheet_URL
  • Email or Recipient_Email

The next thing that is quick and easy for you to update in a given script is the date range or time frame that the script is pulling data or information. What you can look for in the scripts is the date range selector forDateRange(‘LAST_WEEK’). You can edit and replace the date range ‘LAST_WEEK’ for any of the following pre-specified ranges: TODAY, YESTERDAY, LAST_7_DAYS, THIS_WEEK_SUN_TODAY, LAST_WEEK, LAST_14_DAYS, LAST_30_DAYS, LAST_BUSINESS_WEEK, LAST_WEEK_SUN_SAT, THIS_MONTH, LAST_MONTH, ALL_TIME. Just remember if you choose ALL_TIME and you have an account with a detailed history it might cause the script to time out because there is too much data. If you get a time out error, choose a shorter timeframe and rerun the script!

Pre-Written AdWords Scripts:

  • Search Query Manager Script

    Marcela De Vivo of Gryffin.com shared this script that allows you to insert some specific criteria, such as threshold minimums for impressions/clicks/spend, and then pulls queries meeting criteria that are not keywords within your current account. It makes negative keyword audits and keyword expansions quick and easy. If you only implement one script, this should be it!

  • Find Your Best And Worst Search Queries Using N-Grams

    Most digital marketers haven’t heard of “N-Grams”, but what you can take away from this script is that it breaks apart keywords into 1 – 3 word phrases (N-Grams) and aggregates their performance data to help you identify wasted ad spend and areas for potential keyword expansions. This delightfully helpful script was Written by Daniel Gilbert of Brainlabs Digital. This is a brilliant script to help simplify some very difficult coding from XLS to get similar results.

  • Broken URL Checker

    There are two Broken URL scripts that are both great that do very similar tasks: look at the destination URLs, at the keyword or ad copy level, and see if they point to a page that is providing a 301, 302, 404 error or that might have an “Out Of Stock” message. This will save you time, $$ money $$, and potential embarrassment from sending traffic to a broken page. The Google URL Checker was developed by the Google Developers team and is part of the Script Solutions. The second is the Broken URL Checker by Russ Savage of FreeAdwordsScripts.com.

    The caveat is that the FreeAdWordsScripts will need minor editing to change the Javascript code updating the “Destination URL” to the “Final URL” thanks to Google’s Upgraded URL project in July.

  • Keyword Campaign Performance Script

    Written by Russ Savage of FreeAdWordsScripts.com it creates a quick and simple report into 4 tabs that give you the all up campaign performance, last 7 days campaign performance, all up keywords performance and the keyword performance by keyword for the last 7 days. It’s a quick and easy way to automate high level reporting.

  • Quality Score Performance Scripts

    There are two quality score scripts that do similar types of tracking, but you might like one over the other so I’m listing them both for your reference. The first and my favorite is from Martin Roettgerding, aka @BloomArty, Script to Track Keyword Quality Score Over Time. If you’ve ever been frustrated trying to show that the optimizations you’ve been making are making an impact, you can leverage this script to track your quality score over time.

    The second is the Google Developers QS Script that looks at Quality Score by Rank and by Keyword Position.

    There is no harm in implementing both scripts and they’ll give you slight different variations of information to look at for reporting and digging in for insights in the future.

  • Anomaly Detector

    This script was written by the AdWords Developers and it sends an email alert to you when your account is behaving differently than the historical performance. Use it as a once a day sanity check to make sure that you’re accounts haven’t had any major swings or schedule it to run hourly for mid-day check ins.

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