We’ve implemented 4 custom Google Ads scripts that we use universally:
Daily Metrics – This script outputs comparative client account KPIs by day, week, and month into an easily digestible spreadsheet report we check each day. This allows us to quickly monitor for any variance from the nominal performance. It’s very helpful in catching problems like overspending, drops in conversion rate, credit card payment issues, and so forth.
Link Checker – This script checks that all client ad and site link extension links are pointing to valid landing pages, i.e. not an error or soft landing 404 page. This has saved clients a lot of wasted ad spend. The script runs daily and sends us an email with details if any issues are found.
Ads Tester – This script outputs a list of winning/losing ads by ad group for each of our clients. The script eliminates the traditional “eyeballing” approach which can delay stopping a completed test or stop a test before a statistically significant result has been reached. The script uses a proprietary calculation that accounts for more than simply CTR (click-through-rate) or CR (conversion rate) performance.
Disapproved Products Checker – This script (for our Google Shopping clients) checks the number of SKUs in Merchant Center that are disapproved and sends us a notice if the number goes beyond a preset target threshold. This script runs daily and facilitates a rapid response to any major shopping feed issues.
In addition, we use a range of speciality scripts to complete specific tasks where needed on a client by client basis.