Sun. Sep 22nd, 2019

Tips for Adwords Automation

7 min read

What is automation? It is the total or partial performance of technical tasks by machines operating without human intervention.

Whether you are new to coding or a proven programmer, you can automate some of your daily tasks at both the campaign and account management levels. Without even knowing it, you have probably already used several automation models! So we’ll see how to automate campaigns, from using Adwords tools to integrating scripts to creating automatic rules. Source:

Steps 1: The Learning Machine

Smart bidding includes the following options: Target CPA (target CPA), Enhanced cost per click (optimized CPC), Target ROAS (target ROAS), Maximizing Conversion.

Here, Google is left with the choice of bidding at its convenience but in accordance with our objectives. He will thus decide on the auction depending on the audience who will have more interest to convert.

The big advantage? Ease (just one click). These models are generally used for a large and flexible budget. Indeed, for optimal efficiency, it is necessary that your historical data be large enough to obtain a better future auction prediction. While the use of automatic auctions saves time in terms of day-to-day management, in return Google controls the auctions and the prices we pay. As a result, some control over the CPC is lost and there is little transparency about how auctions are actually determined.

Job Rotation

By default, Adwords recommends that you post ads based on its latest relevance, using its automatic learning technology. The point? Within a group of ads, priority is given to ads that are likely to perform better. So this is a very good way to optimize your ads and determine which one with the best CTR.

However, by doing so, you lose information about your audience ” on the go “. Indeed, how do you really compare the performances of an ad that is broadcast 95% of the time with the one that is broadcast only 5%?

Creating Ads

Recently, AdWords offers new versions of your ads in the opportunities table. These ads were created to improve the user experience, based on the performance of existing ads. This saves you time by not having to create variants of your existing ads. Why not? But how are they actually created? The period on which these recommendations are based remains rather vague… we know however that the suggestions are displayed in the accounts at the maximum once every 7 days, so we must hope that the period on which the learning is carried out is a little longer! Most of the recommendations made are the inclusion of the keywords in Title 1 and this even if our keyword is that of a competitor … we are of course always responsible for any change, whether automatic or manual.

Many recommendations related to these last points can now be found in the ” Recommendations “tab. This table is certainly more focused on advertisers than the previous one, but it is also much more focused on account expansion than on cost savings. Indeed, we see very little or no proposal of negative keywords or budget cuts… it must be believed that any improvement in performance can only be achieved with an increase in expenditure … so take a step back from the recommendations and the automation tool currently proposed by AdWords.

And even if we find all the Google recommendations fabulous, not everything is necessarily Machine Learning. Indeed, when it comes to more optimization, account management or report creation, automation via automated rules or javascript scripts are also part of the game.

Step 2: Automatic Rules

This can help you with account management, ad management, and keyword, group or even campaign performance. They make it possible to automate certain recurring or ad hoc tasks without having to write a multi-page script.

Are you in the following situations?

Following occasional promotions, you need to activate ads on a Saturday at 6: 30 am
You have discovered that your ad has been refused or your card has expired
You have keywords too expensive or with too bad Quality Score
You need to make sure these keywords appear at the top of a page
So maybe it’s time to create two or three automatic rules!

Take the example of a customer who makes different promotions throughout the year, you will not create a campaign every time. This allows you to tag Your Ads with labels and activate/pause them at the desired times and days. No need to get up at 6: 30 am on a Saturday morning!

It is also possible to create automatic rules, whether they are recurring (every day, week or month) or one-off (specific day, specific time). You also have the option to receive an email whenever the rule changes.

Here are 4 types of rules you might use:

-Management specials (date and hours)
-Alerts (billing issues – refused ads) …)
-Statement of account
-Performance ads /keywords/groups.
-So these are very simple rules to put in place as soon as you start managing an account. To further optimize an account through automation, you will need to understand the basics of javascript.

We’re getting into the scripts here!

Step 3: The Scripts

The use of AdWords scripts allows you to automate actions, either directly on your AdWords account or on the entire MCC. This is done at the level of campaigns, ad groups, ads, keywords … via the API. The big difference with automatic rules is that it is also possible to connect scripts to external sources such as Google Sheets or an Open Data source.

Who is this for?

No need to be a proven developer! Just like Google Apps scripts, they use JavaScript, a language that is easy to understand and on which you can easily find documentation online.

AdWords scripts allow users to work directly with the Google AdWords API and extract data from it into Google spreadsheets or similar data software. AdWords offers several scripting templates depending on your objectives, so it allows people who are less specialized in code to use them.

The different segments available


Take the example of account auditing. It can help you check the structure of your campaigns, ad groups, ads & keywords. But can’t we do that with the automatic rules? Indeed, but this script allows you to go even further and check the structural conditions of your account while the automatic rules focus mainly on performance statistics.

Account Auditor Rules


Here you can self-generate scripts allowing you to generate reports with parameterized data. They can be easily integrated into Google Docs which helps in creating custom reports. For example, based on an ROI that you have estimated, highlight underperforming ad groups and then make appropriate changes if necessary.



You can create scripts here to program your bids based on the performance of keywords/hours/day of the day. But this is not all, you can also associate your scripts with external data sources. For example, if you use external inventory data, you can increase/decrease auctions when the inventory of a product also increases/decreases. It is also possible to associate it with data source opens and you can, for example, lower/increase the bid depending on the outside temperature.

Bidding according to the weather … really?

Yes, it is indeed possible. The search for certain products and services varies depending on the weather and we are well placed to know that on a stormy day in Montreal, we will be more likely to shop online! But it doesn’t stop there! Indeed, a user will be more likely to look for ski passes on a snowstorm day than on a rainy day. It is thus possible with Adwords script to cross the meteorological data and adjust the auctions in a few minutes.

This script uses Google Spreadsheets and their associated locations to store the list of campaigns. Open Weather Map offers a free version of their API! A call to the OpenWeatherMap API is made for each location and the weather conditions are thus calculated. If a rule has the value “true”, a corresponding auction multiplier is applied to the target location of the campaign.


However, there are still some discrepancies such as Match problems between some Open Weather Map and Google Adwords cities or delay problems in the API.

Be careful not to get lost in the scripts for all minor optimizations. Remember that in terms of management and optimization, Adwords ‘ automatic rules and recommendations offer many opportunities, and more quickly!anointing the performance of keywords/hours/ day of the day. But this is not all, you can also associate your scripts with external data sources. For example, if you use external inventory data, you can increase/decrease auctions when the inventory of a product also increases/decreases. It is also possible to associate it with data source opens and you can, for example, lower/increase the bid depending on the outside temperature.

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