Our Adwords Script Modules

Our Adwords Script Modules are designed with the utmost flexibility and can be used simultaneously by many clients. They can be located independently from the Master Script, Control Dashboard and other configuration Google Spreadsheets, in the central Google Drive location. This simplifies licensing and security infrastructure, and makes adding new custom scripts for individual clients a breeze!

Adwords Scripts Based PPC Automation


Generate Account-Wide Keywords Stats Report Grouped by Automatically Set Keyword Tokens

(Common words or words in combination)

This script generates a report for Keyword stats at the Token level. A Token is a part (phrase) of a keyword. For example, if you have two keywords:
belgian chocolate:          10 clicks, 50 impressions

dark chocolate:               2 clicks, 20 impressions


The report will generate the following list:
belgian:              10 clicks , 50 impressions

dark:                   2 clicks,   20 impressions

chocolate:           12 clicks,   70 impressions


Thus, “chocolate” returns the stats from the 2 keywords that contain this single word. This report is useful to identify the best and worst-performing keyword themes in your Adwords account, and will simplify keyword groupings.




Main Daily Keyword Bidding using a Proprietary-Developed Algorithm

(Bid to target ROAS or CPA)

Script 2 uses a proprietary bidding algorithm combining several of the most-effective keyword bidding methods in “layers,” which results in faster and more cost-efficient account optimization. You can specify highest and lowest margins for virtually any traffic performance and ROAS parameters here. This script compares keyword performance over shorter and longer periods simultaneously before calculating new bid prices according to a target, custom-defined ROAS. This unique feature is currently not found in any competing PPC Management Software.

In addition, we also include a modification of this script, which allows setting different specific KPI values (either ROAS or CPA) for label-specific campaigns. Configuration is done separately on a “Bid Settings for Labels” spreadsheet.



Create New Text Ads for Existing Ad groups automatically, using Adwords’ Best-Converting

Search Queries Report

Using Script 3 you can:


1) Use standard Ad Headline, Description 1, Description 2, Display URL, Destination URL, Ad Status, Device-Specific Ad Templates (prepared in advance), with {PLACEHOLDER} to be replaced with the script-picked best-converting search query for all the new ads going forward.


2) Run the “all time” search query Adwords report for each individual ad groups wherein the new ads will be created.


3) Select the search query with the most impressions for each ad groups with query length <= 25 characters, where maximum number of the selected queries = number of keywords in the target ad groups.


4) Put each selected query in sentence case as the corresponding ad group ad {PLACEHOLDER}, in random order.


5) Upload new ads to their corresponding ad groups.




Update Keyword Bids by Hour of Day and Day of Week Conversion Performance


Script 4 adds another (optional) bid management layer on top of the main bidding script. It allows adjusting bids according to day and time of day conversion performance.



Generate Comprehensive Adwords Reports at Preset Frequency Period (Part 1)




Generate Comprehensive Adwords Reports at Preset Frequency Period (Part 2)


Scripts 5 – 6 lets users generate the most complete Adwords statistic reports at predefined intervals. The reports contain all Adwords reports columns, effectively grouped by a specific Adwords entity.



New Search Campaign Setup Using Products Feed (In Excel or CSV Format) and Custom-Configured Text Ad Templates with Dynamic Ad Parameters


Script 7 gives users the ability to complete Adwords campaigns automatically. An existing spreadsheet with product data can be uploaded into the pre-defined campaign structure template. Therefore, the user can easily define which group of columns will combine to make up an ad group Name, Keyword Name and Text Ads.



Set Mobile Campaign-Level Bid Modifiers by Target CPA Performance


Script 8 will calculate and adjust mobile campaign bid modifiers according to CPA performance.



Set Mobile Bid Modifiers by Geographic Location and Target CPA Performance


Script 9 will calculate and adjust location campaign bid modifiers, according to each location’s CPA performance.



Set Mobile Bid Modifiers According to ROAS Performance (At Ad groups or Campaign Level)


Script 10 will calculate and adjust mobile bid modifiers at either Ad group level or Campaign level according to each entity’s ROAS performance.



Generate and Analyze Weighed Quality Score Reports for Campaigns, Ad groups and Keywords


Google does not store the history of your accounts’ keywords Quality Score, (QS) so you cannot monitor Quality Score progress. Script 11 allows calculation and storage of your statistically-weighed Quality Score for all Adwords Account entities. Reports include QS for keywords, weighed-average QS for each ad groups, and weighed-average QS for each campaign.



Keyword Bidding Targeted to Specified Position Algorithm

(Best Used If No Conversion Tracking Code Is Set)


Script 12 manages keyword bids to maintain the target average position the majority of the time. This feature is useful in those rare occasions when no conversion tracking is present in the Adwords account, or when the bidding is done mostly for branding purposes.



Manage Actual Campaign Budgets to Meet Planned Monthly Campaign Spend Goal


In many cases, the actual Google Adwords spend is lower (or higher) than the planned budget. Script 13 lets users correlate the two by intelligently adjusting campaign budgets to meet the target budget goal.



Pause Overspending Adwords Entities (Campaigns, Ad groups and Keywords)

at a Pre-Set Frequency Period


Script 14 will check for the actual daily spend hour-by-hour and pause those Adwords entities (campaigns, ad groups or keywords) that “take off” too fast, This tool allows campaign managers to better control and meet daily spend goals.



Apply ‘Creation Date’ Labels To Newly-Created Adwords Entities

(Campaigns, Ad groups, Keywords and Ads)


This labeling is useful for advanced Adwords reporting and management purposes.



Check Anomalies in Adwords Account Periodically

(Unusual Spikes In High/Low Daily Spend, Click Volume, Impressions, Etc.)


Anomalies are keywords or ad groups that seem to be performing very differently than their cohorts in the same ad groups or Campaign. For instance, you may have an ad groups with 15 keywords but only one or two keywords seem to be getting the majority of the clicks. Alternatively, maybe you just have an Ad group that seems to be eating up a good chunk of your budget and you want more control. In either case, you need some way to identify which Keywords or ad groups need action.


Script 16 will help you do just that. Its statistics embed calculates the mean and standard deviation of a set of entities (Ad groups or Keywords). Then, it applies a label to any entity that seems to be more than two standard deviations away from the mean, which would indicate that entity is performing much better or much worse than its cohorts. Armed with this new knowledge, you can take action easily.



A/B Ad Testing Using Custom KPI Metrics When a Pre-Defined Statistical Significance Traffic Metric

Is Accumulated (Default KPI Is Profit per Impression)


When traffic for each ad group reaches pre-defined statistical significance (300 impressions, for example), Script 17 will identify the winning ad and pause all other lower-performing ads in that ad group. The winning ad is determined by a pre-defined KPI, such as profit-per-impression, as recommended by renowned PPC expert Brad Geddes:


PPI = (Revenue – Cost)/Impressions



Auto-Check Campaign Destination URL Functionality at Predetermined Daily Intervals


Script 18 will check all account destination URLs for server errors and generate alerts if any are not loading properly.


Script 19

Set MCC Account Campaign-Level Mobile Bid Modifiers, According to Campaign Mobile Traffic Performance, for a Specified Period


Script 19 will calculate and set mobile bid modifiers for each campaign in your MCC Adwords account, based on the campaign’s mobile traffic conversion performance.



Set MCC Account Ad Group-Level Mobile Bid Modifiers According To Ad Group Mobile Traffic Performance, for the Specified Period


Script 20 will calculate and set mobile bid modifiers for each ad group in your MCC Adwords account, based on the ad group’s mobile traffic conversion performance.



Account Audit Script


The account has to be run on the MCC level. It takes up to an hour to generate all the data (in sequence) included in the final Audit Report. After that, the Account Manager/Consultant must check and assign Y/N values for all the 80 score points of this report, based on the reports that are generated automatically by Script 21.



Shopping and Product Ad Groups Creation


Script 22 takes an Adwords-like formatted input spreadsheet with product ID (SKU) and/or other individual values and creates new ad groups, wherein each ad group will contain only the specified product ID or Brand/Channel etc. identifier per product group. This gives managers the ability to bid on the individual product/brand/channel in Adwords Shopping campaigns. All created ad groups will be labeled for easier management, and can contain SKU-level or Brand-level custom promotions and mobile bid modifiers.



Shopping Product ID (SKU) Consolidated Comparison Reporting


Consolidated in one spreadsheet, Script 23 generates the most comprehensive report for individual SKUs within all shopping campaigns. It matches benchmark and search analytics data from their corresponding ad groups for three custom-set time periods. This report is indispensable for tweaking individual product-level shopping campaigns structure (generated by SCRIPT 22), wherein each ad group contains only one product group with a single product ID (SKU-level).



Shopping Product ID (SKU) Consolidated Reporting

Script 24 generates a single-period product group-level report as the above SCRIPT 23, but is available for Adwords Shopping campaigns with simpler structures.