An AdWords Agency – 2016 – February
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Archive for February, 2016

Getting Started with AdWords Scripts

Posted by Nikki Duffy in adwords, AdWords Scripts, google, Uncategorized

Thursday, February 11th, 2016

AdWords Scripts allow you to programmatically control and customize what is done to and how you receive AdWords data. Scripting, in general, is a type of programming in which you control the behavior of existing complex objects. Though you can set up your own internal scripting structure you ultimately rely on another program for the low-level structure. That being said, AdWords scripts do a great job at simplifying complex objects and turning them into objects that AdWords users are already familiar with. This gives almost any motivated AdWords user the power of scripting as long as you understand AdWords objects (CPA, CPC, etc) and entry-level JavaScript.  If you are serious about your AdWords , this is an area that you need to explore.

I am the lead in this area working with Diego León as my backup. So far, our agency has built an automation process that allows us to monitor budgets on a daily basis, an automated mobile bid modifier that  turns mobile campaigns on and off based on client specific schedules and I am currently working on automating our Executive Dashboards and in the near future bid automation’s.

If you want to get started with AdWords Scripts your first step in that process should be to find some basic training in JavaScript. Once you have a handle on the language syntax adding the AdWords objects should be easy to deal with. There are some finer points to learn in this process such as data types and values which we have discovered can be represented differently on the Adwords interface and the scripting database. Take for example the device override for mobile which is expressed as 0% in the interface but as 1 in the object. Don’t let this intimidate you, this ‘random’ knowledge only comes from trial and error.

An image from the Google Developers page that explains how to “get going with AdWords scripts in under a minute!”

AdWords Scripts are great for so many reasons, a big one being that they integrate the Google Drive which allows users to post and/or retrieve data from cloud services like Google Spreadsheets. When combined with the ability to send email you can quickly see how this can be a powerful tool for the AdWords Experts that are willing to devote the time needed to learn it.  Scripts can be written within an account or across accounts in a Client Center. The limitations of this are simply the imagination of the AdWords Expert doing the programming.

Be on the lookout for future articles as our team learns and shares more about this!