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Embracing AdWords Scripts for the Non-Technical

Published: January 27, 2014

Author: Katie Walton

If you’re anything like me, you heard about AdWords Scripts that allow you to automate even complex tasks and did a dance of joy…until you remembered your limited coding abilities, and the happy dance stopped.

happy dance stops

But, as with so many things in life, the Internet is your friend. While ideally learning the ins and outs of JavaScript is the way forward, you can still use scripts to automate basic tasks and make your accounts perform better.
So how can the Internet help? With ready access to pre-built scripts that you can steal, of course! You’ve just got to know where to find them. Let me show you:

AdWords Developer Resources

Go straight to the source and let AdWords tell you what to do. At first I was intimidated by the Scripting Concepts section (“iterators are not too different from regular arrays” … obvs), but skip straight to Solutions unless you already understand JavaScript.
Not only does this contain complete ready-to-use scripts, but it also it talks you through what the code actually means so you can figure out how to customise them – and maybe move on to building your own.

Cool scripts to steal from AdWords:

Sale countdown – Want your ads to countdown to the end of your big sale? Forget automated rules; this script will do it for you.
Bid by weather – Working for a retailer with lines that are only needed when it snows? Keep bids low until the white stuff comes down.
Account anomaly detector – This does exactly what it says on the tin: uses historical data to alert users when an account behaves “too differently” than what has happened historically. While you may need to pause this if you are suddenly launching a new product or decide to use day-parting, this is a great early warning system.


Russell Savage is the granddaddy of free scripting support – there’s an absolute ton of scripts here for you to use at your leisure! Even if you do know how to build your own, it’s probably worth checking here first in case Russell has already done the job, to save you time.
Cool scripts to steal from Russell:
Disable ads and keywords for out of stock items – How awesome is this? Seriously? We’ve all had an uncommunicative client or colleague who forgot to tell us that the product we’ve been pushing hard has sold out. Avoid spending a ton of money on wasted clicks with this simple code.
Store account, campaign and ad group level Quality Score – This is the one that everyone’s heard of (and was what made me sit up and take notice of scripts). Now you can find out your Quality Score beyond individual keywords and keep track of it.
Use Google Drive to load a single AdWords Scripts into multiple accounts – This is a script to make it quicker and easier to run a whole bunch of scripts. Nice. This is undoubtedly most useful for agencies, although if your company or spend is big enough to need multiple AdWords accounts, it could help you too.

Hero Pro Scripts Library

Ah, the PPC Hero guys are once again schooling us all in the ways of PPC; is there nothing the becloaked superteam can’t do? They’ve recently launched a paid platform that incorporates, among other things, a library of scripts. As you might have guessed, these scripts aren’t available to all, but it may be worth the price with scripts to do the following:

  • Monthly projections.
  • Calculate conversion rates for ads based on average position.
  • Display audit.

Just interested in scripts that are freely available? Hop over to their blog and find these cool scripts to steal:
Bulk edit labels in AdWords – We’d all love to see the ability to edit labels in bulk in AdWords Editor, but as so far that seems to be an impossible dream, let a script do the job for you. Nice one.
Increase the power of AdWords Scripts with a few simple edits – Technically not a script per se, but this post does contain both instructions and code to edit several of the standard scripts that AdWords provides in their Developer Resources.
And just for good measure, here’s a lone ranger: a brilliant AdWords Script to track keyword level Quality Score from Martin Roettgerding.
So you see, there really is no excuse not to use AdWords Scripts. Let the happy dance recommence!


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