Google AdWordsPPC

AdWords Scripts For Automated PPC Campaign Management

AdWords scripts are designed to save you time by automating your campaign management.

If you’re managing a large Google AdWords account, scripts can be particularly helpful for you. From reporting to optimisation, AdWords scripts help in your day-to-day management so you can be more productive.

In this post, we’ll go through the different types of scripts out there and highlight some helpful AdWords scripts for you to try out.

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Types of AdWords Scripts

While there are loads of different scripts available, they’re mostly focused on reporting, adjusting and automating different parts of your AdWords account. In general, they will fall into one of the categories listed below:

  • Bid Modifiers
  • Pausing and Deleting
  • Third-Party Data
  • Bidding and Budgets
  • Tools
  • Alerts
  • Reporting
  • Seasonal Adjustments
  • Automating Maintenance
  • Labelling
  • Tracking
  • Ad Text
  • Keywords
  • Google Display Network
  • Shopping Campaigns

1. Around The Clock Bidding

With only six default bidding time slots available in AdWords – the good folks at Brainlabs developed an AdWords script to let you bid by the hour.

Does it really make sense to bid on “Indian takeaway” at 7:00 am? It sure doesn’t. But it’s probably a better idea to bid at 7:00 pm.

There’s also a spreadsheet template from Brainlads, which you’ll use as a reference for this script:


2. Heat Maps

Some scripts are used for making changes to your accounts, while others are used purely for analysis. This scripts automatically creates a heat map from the above template to give a visual overview of user behaviour. You’ll see from the example below how click-through rates vary throughout each day and hour:


3. Quality Score Tracker

Quality Score – the enigma of Google AdWords everyone is trying to crack. Which makes sense as the higher your QS is, the lower your cost per click will be. So this is something worth keeping a close eye on. Thanks to the folks at PPC Epiphany, they’ve developed a script to automate QS tracking.


The script tracks the Quality Score of all keywords in your account and displays it in a dashboard for you. You’ll also be able to do a historical analysis and see how your QS have developed over time.

4. Pausing Ads With Zero Impressions

Even the smallest of tasks can consume a lot of time depending on how big your account is. Russel Savage developed this straightforward script, which automatically pauses your ads for keywords with zero impressions.

5. Broken URLs Report

Courtesy of Russel Savage again, the Broken URLs Report script sends you a report of any broken links on your website. So instead of manually going through your destination URLs, you’ll be automatically notified as soon as you need to update any broken links in your ads.

6. Calculate And Set Mobile Bid Modifiers

Frederick Vallaeys from Optmyzr created this script that looks at your ROAS or PPC performance on mobile and desktop. It later reviews keyword level data and recommends mobile bid modifiers for your ad groups to get them in line with desktop/tablet performance.

7. Pause Ad Groups With No Active Keywords

If you’re running a large AdWords accounts and want to save time, then you’ll want to check out this script by Russell Savage.  Why? Because this script automatically pauses ad groups which contain no active keywords. Meaning you can sit back and let the script do all the work for you.

8. Pause Ads With Low Click-Through Rate

With this script from Russell Savage, you’ll be able to pause ads with a low CTR in each ad group. The script will compare your ads with the others in your ad group and pause the one with the lowest CTR. This you will need to have at least one more ad in your ad group for the script run.

Of course, there are more scripts out there, which is why we’ll be adding more to this post, so stay tuned by following us on Twitter @mktg_unicorn

Kostas Papageorgiou

Kostas is the Founding Editor of Marketing Unicorn. He's a digital marketing expert with extensive experience from different industries like SaaS, e-commerce, automotive and fintech.

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