3 Easy AdWords Scripts to Analyze Your Account: Part 1
January 24, 2013
The examples provided today are primarily concerned with fast and easy account analysis, but scripts are far more than just a resource for simple metric breakdowns. You can parameterize your ads with them, make scripts to dynamically alter ad copy based on a countdown (“three days left”, etc.), or even automatically alter your bids based on a weather forecast. I urge you to do some more exploring on your own, and see what you can find.
Update: For a more visual approach to AdWords Scripts, you can watch a video on script implementation by PPC Hero’s own Sam Owen here. Happy viewing!
So how do you implement them?
It’s simple. Go to the “Bulk operations” link on the left-hand side of the AdWords interface, then select either of the “Scripts” links you’ll find on that page, like so:
You’ll then find yourself in the main AdWords Script management interface. You can manage or edit your existing scripts, or click the “+ Create script” button to start the process of inserting a new snippet of code in to your account.
You’ll then be taken to a new page with a field to input your script. Some codes will require your express authorization to run, but you’ll be notified beforehand if that’s the case. You also have the option of previewing your code before saving it to the account, giving you the option to proactively troubleshoot your code before going live.
Some of the scripts I’m about to show you require more setup than others – like saving a seed document to your Google Drive that you can then populate with data that the script pulls from your account. Make sure you follow the directions closely to make the most of these codes.
If this all sounds terribly complex, stay tuned tomorrow as Sam Owen will provide you with a charmingly British video walkthrough of AdWords script implementation.
1. Ad Performance Review
This is one of the sample codes provided by the Google tutorial on scripts – it sends you a basic Ad Performance Report containing CTR statistics for your Headline and Destination URL, as well as a raw count of how many instances of each Headline and Destination URL are found in your selected account.
Paste the code found on this page in to the field generated when you hit the “+Create script” button – but be sure to add in your email address rather than the dummy one in the code.
You’ll then receive a link to the newly-generated document in your Google Drive containing the Ad Performance Review.
With a little coding know-how, you could easily edit this report to contain more information regarding Description Lines 1 and 2, along with some conversion metrics – providing a comprehensive, easily digestible Ad Performance Report that you can generate in a matter of minutes.
2. Keyword Performance Report
This is another handy script from the Google scripts tutorial. It provides you with a quick breakdown of keyword statistics segmented by both Quality Score and Average Position. It allows you to swiftly examine CTR, Cost, and Count of Keywords based on position and Quality Score. Again, you’ll want to modify the “Recipient Email” field so that the report is emailed to you correctly. This is the result:
That being said, you can also achieve this through the use of Pivot Tables on an ordinary Keyword report. This just automates the process while providing some added graphs to help with your analysis.
3. Quality Score Tracker
This one comes from Martin Roettgerding at PPC Epiphany – it’s a script designed to track Quality Score over time for a selected portion of your keywords. It takes a little bit more time to set up, so here’s the process (also found at the above link):
Update (2/1/13): Martin continues to astound with a new Quality Score Tracker script – this time allowing you to easily select which keywords you’d like to track via AdWords Labels. This greatly simplifies the implementation process, so I urge you to check it out!
- Log in to your AdWords account and open this spreadsheet.
- Select “File” and then “Make a copy…” renaming it to whatever you prefer, then saving it to your account. This copy is now yours, and is not publicly accessible. Make a note of the new URL for this document, as you’ll need it later.
- Paste the script found here in to the “+Create script” field.
- Paste the URL of your copied document where it says “INSERT_SPREADSHEET_URL_HERE”. Update the email if you’d like to get notifications for when this report is run.
Now for the fun part: select your top 100 – 150 keywords based on your KPIs, and paste the Campaign, Ad Group, and Keyword information in to the first tab of your copied spreadsheet. These are the keywords you’ll be tracking with the script.
Then, you should be ready to run the script. Here’s the result:
The real power behind this script is the capability to run these reports on a scheduled basis, providing you the opportunity to diagnose Quality Score issues almost as soon as they occur. A note, however: The above script takes quite a while to execute, depending on the amount of keywords you’ve selected. In our experience, the 120 keywords used in the above report gives the script a run time of about eight minutes.
So that’s that. These little snippets of code can be an incredibly powerful tool that’s often overlooked, so take some time to educate yourself on what you may be missing. If you’re having trouble getting these scripts up and running in your own account, stay tuned for tomorrow’s update from Sam Owen – he’ll demonstrate via video the processes outlined above.
Have you found any other innovative uses for AdWords Scripts? Will coding cause your eyes to glaze over like it does for me? Let us know in the comments and, as always, thanks for reading!
[New Webinar!] 11 Red Flags To Watch Out For When Working With An Agency
Leveraging Analytics For Remarketing: Picking The Ripest Fruit
Remarketing prevalence is well founded based on competitive returns in both volume and efficiency. With that said, this "low hanging fruit" world isn't always easy to pick.
How To Analyze Time-Of-Day Performance For Luxury Products
The importance of ad schedules varies across industries, services, and products. For e-commerce companies that sell luxury goods, ad schedules are more crucial.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
One Week Left to Save 25% at Hero Conf London!
You still have time to join us for Hero Conf London, 24-26 October at etc.venues St Paul's at 25% off the conference price. But time is running out.
4 Common Questions Prospects Ask Me During The Sales Process
There’s always new, hot topics and questions we get asked by prospects to see what our company’s take is, and how we go about implementing from a services perspective. Read what our most common questions are.
Mobile Price Extensions Rolling Out In AdWords
It looks like "Christmas in July" has come to Google. Recently announced price extensions are designed to help mobile marketers qualify clicks and inform prospective consumers.
[New Whitepaper!] 4 Ways To Survive PPC Campaigns for the Healthcare Market...
This whitepaper will highlight four examples of how thinking at the corners can help boost your PPC performance in the healthcare industry.
Create Visually Appealing Reports With Google Data Studio
When we talk about what tasks tend to eat up a significant chunk of time, reporting is surely mentioned. You may want to explore another option - Google Data Studio.
Liveblogging 2016 DoubleClick Announcements
Today is the day we learn more about the latest DoubleClick updates. Follow along live as we share DoubleClick's announcements as well as our opinions.
The 2016 Top 25 Most Influential PPC Experts
After a month of voting, rigorous research and data analysis, we are excited to announce the wildly anticipated list of the Top 25 Most Influential PPC Experts for 2016.
[New Webinar with AdEspresso!] 4 Effective Strategies for Facebook Lead Gen...
In this new webinar, AdEspresso and Hanapin experts discuss four effective strategies to use Facebook Lead Gen Ads for your business.
PPC Hero Launches New Site!
We're excited to announce the launch of a brand new PPC Hero! We've redesigned the site to be more search friendly with a better navigation system and more opportunity to find the right resources quicker.
How To Get More Out Of Excel Solver
Excel Solver is a fantastic tool, but most examples only cover simple marketing use cases. We’ll cover the next steps of enhancing your models and how to automate the process.