Scripts & Automations to Optimise PPC Performance

Managing large PPC accounts manually is impossible. Smart advertisers use scripts and automation to handle routine optimizations while focusing their time on strategy and testing. Here's how PPC professionals use automation to manage big accounts efficiently and improve performance consistently.

Essential Google Ads Scripts and Rules

Google Ads scripts automatically pause low-performing keywords, ads, or campaigns based on your criteria – it’s a great way to avoid waste. Set up scripts to pause keywords with high cost per acquisition, low Quality Scores, or zero conversions after a certain spend threshold. This prevents wasted budget on underperformers.

Automated rules handle routine optimizations like pausing high CPA campaigns or boosting budgets for high-performing campaigns. Create rules to increase budgets by 20% when ROAS exceeds your target… or pause ads when CPA goes above your threshold.

Budget pacing scripts ensure you don't blow through monthly budgets too quickly or leave money on the table. These scripts monitor daily spend rates and automatically adjust budgets to pace evenly throughout the month.

Ad rotation and test management scripts automatically pause losing ad variations and promote winners. Instead of manually checking ad performance weekly, scripts can identify statistical significance and make changes automatically.

Third-Party Automation Tools

Basic Google Ads scripts are fine, but if you want to get more sophisticated automation, look for third-party tools – think Optmyzr, PPC Samurai, and Adalysis. These platforms offer advanced bid management, automated A/B testing, and cross-platform optimization for accounts running on multiple ad networks.

Optmyzr specializes in automated bid adjustments, keyword expansion, and negative keyword discovery. It can automatically find new keyword opportunities based on search terms reports and add them to appropriate campaigns with suggested bids.

Adalysis focuses on ad testing automation and Quality Score optimization. It’ll automatically create ad variations, monitor performance, and pause underperforming ads – all while scaling winners.