My Favorite Google Ads Script (Episode 467)

Summary

Detailed Summary of "My Favorite Google Ads Script" (Episode 467) from The Paid Search Podcast

Release Date: June 16, 2025

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1. Introduction to the Episode

In Episode 467 of The Paid Search Podcast, host Chris Schaeffer, a Certified Google Ads Specialist and Premier Google Partner, delves into a topic he rarely discusses: Google Ads scripts. This episode features a special guest, Artur McClellan, who has developed a highly effective script tailored for managing Google Ads campaigns.

2. Hosts and Guest Introduction

Chris opens the discussion by expressing his excitement about exploring Google Ads scripts, a subject he previously found less appealing. He introduces Artur McClellan, who reciprocates the appreciation, noting how influential the podcast was in his early career in paid search.

[02:51] Artur McClellan: "Absolutely. Thanks for having me. It's funny, like how full circle this goes because one of the first things that I listened to when I was getting into paid search was, was the paid search podcast."

3. Understanding Google Ads Scripts

Chris begins by sharing his initial skepticism toward scripts, viewing them as shortcuts that might encourage laziness or compensate for poorly structured campaigns. However, he acknowledges a shift in his perspective as Google Ads evolved, making manual management increasingly untenable.

He defines scripts as:

"...a few lines of code that accomplish a specific tool or a specific goal in Google Ads to do one thing or multiple things."

Artur expands on this definition, highlighting their ability to pull unique data and automate time-consuming tasks.

[05:28] Artur McClellan: "Yeah, I mean, it's designed to basically be able to pull data or do a specific task within Google Ads."

4. Benefits and Use Cases of the Preferred Script

The core of the discussion centers around Artur's broad match modifier script, which addresses the increasing variability and breadth of keyword matches in Google Ads. Chris details how the script helps maintain control over keyword performance by automatically negating irrelevant search terms, saving significant time and ensuring traffic quality.

[07:03] Chris: "...this tool helps to rein in this problem in a way that takes zero extra time, which is really something that I need."

Artur explains the transition from keyword text matching to user intent, necessitating greater control over search terms to ensure high-quality traffic.

[09:29] Artur McClellan: "Google doesn't necessarily care what you show up for. It cares about meeting whatever goal you've set for the campaign..."

5. Application and Results

Chris shares his experiences using the script with different clients, including an accounting company and a roofing company. He highlights startling findings, such as discovering that 96% of search terms were unacceptable, prompting a reevaluation of keyword strategies.

[25:13] Artur McClellan: "It's like, almost like helped you to refine what type of keywords you end up using."

Chris emphasizes the script's role in enhancing keyword precision, leading to better traffic quality and streamlined campaign management.

6. Best Practices and Caveats

Both Chris and Artur discuss scenarios where the script is most effective and instances where it should be avoided. A key takeaway is that the script should not be used in campaigns leveraging smart bidding strategies like Target CPA or Max Conversions, as it can interfere with Google's machine learning algorithms.

[15:22] Artur McClellan: "When leveraging smart bidding, it just like smart bidding needs time to breathe... It'll probably break them."

They recommend using the script in manual CPC or Max Clicks campaigns to maintain control over high-intent keywords without hindering automated bidding processes.

7. Conclusion and How to Access the Script

Chris concludes by reflecting on the script's value in managing traffic quality and maintaining keyword control. He acknowledges that while scripts may not be his primary tool, the broad match modifier script stands out as exceptionally beneficial.

Artur provides information on how listeners can access and install the script, mentioning a detailed tutorial he has prepared. He notes that the script is a paid tool, developed in collaboration with Flow Boost, and encourages reaching out via LinkedIn for support.

[34:48] Artur McClellan: "This script is paid. I developed it with Flow Boost and we developed it together... I'll have a video just kind of walk you through that."

Chris reiterates the script's importance, urging listeners to consider investing in tools that enhance their Google Ads management effectively.

Key Takeaways

• Google Ads Scripts are powerful tools that automate tasks and enhance campaign control.
• Artur McClellan's Broad Match Modifier Script specifically helps in managing keyword variations, maintaining high traffic quality without extensive manual efforts.
• Best Usage: Ideal for campaigns using manual CPC or Max Clicks, not recommended for those leveraging smart bidding strategies.
• Impact: Significant reduction in unacceptable search terms, leading to more qualified traffic and better campaign performance.
• Accessibility: The script is a paid tool, with installation support available through tutorials and direct contact with Artur.

Final Thoughts

This episode underscores the evolving landscape of Google Ads and the necessity for advanced tools like scripts to maintain effective campaign management. By leveraging such scripts, advertisers can achieve greater control, optimize their budgets, and ensure their ads reach the most relevant audience.

For more information on installing Artur McClellan's Broad Match Modifier Script and accessing support, listeners are encouraged to check the podcast’s description or reach out directly via LinkedIn.

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Connect with the Hosts and Guest:

• Chris Schaeffer: Website
• Artur McClellan: Available on LinkedIn and through the podcast's description links.

Transcript

[Artur McClellan]

Foreign.

[Chris]

Welcome to the Faith Search Podcast. My name is Chris and today we're going to talk about Google Ads. I have a treat for you guys. I'm going to talk about something that I don't usually discuss. I'm going to talk about my favorite script, Google Ads. If you don't know what that is, I'm going to explain how it works, why I think it's useful, why I think it's relevant. We're going to talk with someone that has generated an amazing script that I think does a great job at something all managers need in Google Ads. So before we do that, I want to tell you about my sponsor, Optio. That's O p t e o.com PSP to get a 28 day free trial of the only software out there that can really do everything you need from A to Z. This thing will help you from managing your keywords, adjusting your bids, adjusting your budget. It helps you from every aspect of Google Ads that you need to ensure that your account is working properly. So this is a special offer that you only get right here on the paid search podcast and it helps you from search campaigns, shopping campaigns, even performance max campaigns. Everything inside of Google Ads, it's designed for that purpose. So if you need a system that can make sure that you're getting the most out of Google Ads and it helps you to do these decisions, make these decisions faster then than you could do normally. You've got to check out Optio, that's O p t e o.com PSP. Use the chat box at the bottom of the screen to tell them that you heard about it from me right here on the paid search podcast and they'll give you that 28 day free trial. Optio.com PSP okay, so right now I'm gonna bring in my friend Artur, who is going to discuss a tool that really can help you improve the quality of your traffic. Get a lot done using a script that you probably haven't heard of, but I find to be highly valuable. So let's jump over to that. Artur McClellan, thank you so much for being here. I am really interested to talk to you about a topic. I don't discuss very much scripts and I, I'm ready to dive in. Thank you for being on the show.

[Artur McClellan]

Absolutely. Thanks for having me. It's, it's funny, like how full circle this goes because one of the first things that I listened to when I was getting into paid search was, was the paid search podcast. And so I feel like I know you way Better than, you know me. But yeah, it's just, it's just. Thank you so much for inviting me on this and I look forward to hopefully helping someone else who's, you know, just kind of getting started in their journey. So thanks for having me.

[Chris]

Yeah. Yeah. Well, it's, it, it, it's something that you kind of held my hand through because I'm not familiar with scripts. It's not something I've really dived into. And I think I want to start with that. I want to discuss maybe just real briefly why I haven't found scripts to be particularly something that was interesting to me. And then I want to talk about kind of what they are. So let me give an explanation about what it is and why I kind of drew the line. So for me, scripts is in my head. It was something that, you know, really took a shortcut to. Something that I find works a lot better whenever I, whenever I grind and just do the work myself on the account. That's the way I viewed them before. I didn't find that any script could really help me power through something and do it any better than I could just do it on my own. I found that, you know, it was, it was shortcuts that led to a lot of, I don't know, laziness almost is kind of was in my head, you know, because I can say, oh, I could build this really crappy set of campaigns and ad groups and then I can throw a script at it and it can make up for the bad stuff that I've done. You know, that's kind of what I thought. But over the years, Google Ads has changed and I don't feel like everything that we want to accomplish can be done through just brute force work with, you know, by our own hands. It's not something that just can be accomplished because there's a lot of things that work against us in Google Ads and that's specifically what you're script is accomplishing. So real briefly, scripts, you know, are just a few lines of code that accomplish a specific tool or a specific goal in Google Ads to do one thing or multiple things. Is that a good definition of it or would you define it even broader or more specifically than that?

[Artur McClellan]

Yeah, I mean, it's designed to basically be able to pull data or do a specific task within Google Ads. And so I don't know if you've heard of Mike Rhodes. He's like one of the godfathers of scripts. And the thing that he's done a lot of is actually pulling data from the Google Ads interface that you couldn't necessarily find by yourself or get. And so that's one of the use cases. The other use cases is like what we've done here where, you know, you can automate a task that would typically take you longer. And, and I agree with you, there's a lot of script setters just like, well, this is taking me longer to actually get this going. And like doing what I wanted to do, I could just go in and do it myself. But in my case, and the reason as to why, you know, I've developed this broad match modifier script is because I was spending hours negating out keywords search terms. And it just like, you know, it's like an hour a day per client to just like, no, I don't want this. No, I don't want this. No, I don't. It's like. And I was just like, I feel like there's got to be a better way to, you know, be able to do this. And so that's where I was able to kind of develop this. But yeah, I mean, that's, that's basically what a script is, is either getting insights, further insights that you couldn't necessarily get from the interface, or kind of doing a specific task.

[Chris]

Okay, okay. So I, and that's specifically where I bought in and realized, you know, this is something I am interested in because that's where the line in the sand for me was. Suddenly the openness, the high variation of keywords in 2025 of Google Ads, keywords and search campaigns becomes so much of a task to try and manage is that no longer am I able to manually just push through and just kind of add some. It becomes overwhelming, especially with higher and higher spend. And if you wanted to test something with a little more, you know, with broad keywords or something like that, it becomes almost unmanageable to try and accomplish something like this. So that's when I, you know, was really interested when I heard about your script that can accomplish something that is essentially impossible for me to do. I just don't have the time and people listening to the podcast don't have time either. So what I'm interested in that this script does. And I'll let you explain kind of how it works and what it does specifically. But for me as a novice in this, the one thing that it does is it tames keywords that would otherwise go out of bounds from what I want them to accomplish. If I set up a keyword, an exact match keyword, a, a broad match keyword a phrase match keyword. I would hope that the search terms that this keyword gets are very close to, if not exactly the same of that original keyword. Now 2020, since 2021, really that has not been the case. I find that it continues to get broader and broader. It only grows. So this tool helps to rein in this problem in a. In a way that takes zero extra time, which is really something that I need. Not in every account. I do not advocate to use this everywhere, all the time. And I'll talk more about that a little bit later, about when I think I use it and when I think it's best used. But tell me a bit about, like, how you see the tool to be used and what motivated you to make it and why you think it's, you know, a useful tool.

[Artur McClellan]

Yeah, yeah, absolutely. So I think in large part, like broad match, phrase match, exact match, the close variant thing is the thing that is just killing all of us. And, you know, it went and moved from basically the text, you know, Google going after the text and matching with that to intent with the keywords. And so it's basically based off of what the user's intent is versus the actual term. And that's where the whole thing shifted and why everything's going broad. So that's why, like, exact match feels a lot like what broad used to be. And so I think in a lot of ways like this brings back the control to be able to say, okay, plumber near me. This, you know, broad match modifier script will basically be able to say, okay, this is a term. This is the keyword that I have in this campaign specifically. And so I need you to basically go after search terms that have those three words in it. And that's what it does. So anything that does not have those three words in it will be negated automatically. And that's kind of the magic of this script. And so I think, I think the reason as to why doing that is because, well, one, Google doesn't necessarily care what you show up for. It cares about meeting whatever goal you've set for the campaign, whether it's maximize conversions, max clicks, manual cpc. And so that's where we have to say, okay, no, for this particular objective, like MaxClick's manual CPC, which, like, it doesn't care whether you get conversions or not, but it also doesn't care what search terms you show up for or not. And so that's where this has become extremely valuable to be able to say, no, no, no, I want you to show up for these high intent keywords and search terms because I know that these convert, these always have converted, that hasn't changed. And so let's just keep it there. And so I think that's a large piece as to why I wanted to develop this. And the other thing is, like, any time I negated, I mean, it started out with me just like spending an hour negating out terms. Negating out terms. I was working with a very small US manufacturer who struggled for years, couldn't figure out, I mean, some of their products were, you know, basically going up against some massive companies, companies, and they weren't sure how to basically get back on to the first page. And so what I ended up, you know, doing all the negatives and all of that kind of stuff and then basically mirroring that with a, you know, campaign that was more broad. And so the control campaign, search campaign that I had all of these negatives directed, the broad and the broad worked a whole lot better because I decided these are the terms that always convert. I've seen it in the account. There's 10 years of history here. It's not like people stopped searching those terms like it's still there. So I want to show up for these terms and so that I could get back to the places that I need to be in order to be first considered. And so that just like started evolution for me of like, okay, well, when I say Google, do this and I control that, how can I save time? Because I probably spent 30 hours, you know, in, in a month just trying to negate stuff out. Now I install a script, takes five minutes and it's done for me, you know, which is, which is amazing.

[Chris]

Hourly and not, and not just, you know, not five minutes a day. And it's done for you. You do it five minutes and it's done hourly 24, 7. I mean, that's the, that's the power of the script that, you know, when you, when you, when you decide this is something I want to try, the amount of time it saves is really infinite because it's, you don't do something and then it does it for you. You do something, it does it for you constantly, regularly, day to day. And that's, that's something that I don't think applies in every campaign in every instance, but I do think. And, and that's, that's when I want to get in here and I want your thoughts on when you think it. If you disagree with me here, I definitely want to hear it when I think it is a good idea and when it's not such a great idea to use. So the overarching picture here, I think why anybody would want to even consider using a tool like this is simply because Google's not matching your keyword to the search term. Okay? So just to start real basic, your keyword is what you type into Google to target, and a search term is what people typed into Google from what they're looking for. So Google matches that search term to the keyword. And so anybody who's interested in a more precise connection between the keyword and the search term, I think this is a good, I think this is a good thing to consider. But I do think there's areas that are better than others. And do you think, do you think there's any times when maybe it's not a good time to use it? Do you have any thoughts?

[Artur McClellan]

Yes. So when leveraging smart bidding, it just like smart bidding needs time to breathe. And so one of the biggest mistakes that PPCers do is they're in campaigns that are leveraging. When I say smart bidding, I mean, you know, target cpa, maximize conversions, target roas, and, you know, maximize conversion value. All of those bidding strategies, they have to have time to breathe. And so if you have a script running every single hour, it will never get to the point where it's learned and figured it figured itself out. It will essentially just like be in limbo for a very long time and probably never get to the place where it's working. Well, I do see areas where, you know, it's better when you are either doing it for manual cpc, maximize clicks, or brand campaigns because you want to control the terms and such for those. There's also times where that's where I typically have it running, is in those types of campaigns. And then after it's optimized and fully going after the terms that I wanted to go after, then switch it, switch it over to a smart bidding strategy. So I think that's kind of a, you know, a caveat to leveraging the script. Don't throw it into your smart bidding campaigns and expect it to work miracles. It'll probably, probably break them.

[Chris]

Yeah, yeah, I agree. I totally agree. Because I feel like people should either lean into the algorithm system or directly fight against it and use something outside of the algorithm. I don't think there's a really, there's a happy medium between the two. I don't think that you can directly lean into broad match target CPA and then manage your search terms to a micro degree. I think that is, you're making because you're trying to fight two battles at once. You're trying to fight quality versus Google algorithm optimization. I mean there's, there's two systems that don't really work together and they don't mix well. So I, I completely agree and I think that some of the best situations that I found that are really fun and they're actually on opposite ends of the spectrum. The first, what I really thought was, was cool is now my ability to use broad match keywords with like four, five words in them. And that forces the system to match much more thoroughly the search terms that I'm getting. You know, as opposed to a broad match keyword that's only two words. You know, if I'm talking I've been doing something like hire accountant, then I mean that's going to be extremely loose with how much the script can block. I mean it's going to block a lot of things and it's going to allow very little things to go through because it's only going to be, you know, based on, you know, just those two things. And maybe it doesn't have the word higher but if I have four or five words it's going to allow more things to go and block the ones that if it doesn't match for all four of my words in that search term, I'm probably not going to want something like that. I want it to at least match all four of those. So I thought the broad match with multiple a large number of words was a cool idea to try. And then on the opposite end of the spectrum, I really like that I can set up an exact match, you know, with just two words, three words and then just leave it and the system will just start, boom, boom, boom. Start blocking stuff. When that rule is bypassed in my, my, my exact match goes outside of what I want it to be. I thought those were kind of fun ways to. And there's a lot of ways to apply that and kind of adjust it. And you know, I thought that was a, it's just another tool to, you know, to play around with that allows me to test things that I had not been able to play with.

[Artur McClellan]

Yeah, not without spending a considerable amount of time basically trying to optimize it. So you've been using it for like broad match keywords with what bidding strategies and is it like non brand campaigns or kind of. What have you been using it for?

[Chris]

Yeah, I've been using all, all non, non brand usually what I focus on anyway and I use it with manual bids or max Clicks. I don't, I don't typically use it with target CPA or maximize conversions.

[Artur McClellan]

Okay. Yep. And in regards to like max clicks and manual cpc, have you seen it work better with either one of those particular bidding strategies?

[Chris]

It. I can't attest to any uptick in conversion rate or anything like that, you know, and I don't necessarily have any results to share about. Like, you know, this, this script, you know, took an account from, you know, 2x to 10x. I don't have any kind of. And I'm not usually the kind of person that would say something like that anyway because most of the time those stories aren't true. And so I don't think that in the end this script is like a band aid that can bring a campaign, you know, or let's say more like a, you know, a miracle drug, let's say that can take a campaign from failure to success, you know, in six weeks. No, I don't think that. What I think this, this really fits the bill for is just basic control. You know, if I had to put like a, like a header on this, you know, if I were to build a landing page for this script, it would say something like, do you want more control of your keywords? Do you want more control of your traffic? I mean, that's really what this solves for me is it reduces the high variation of my keywords to something that isn't so overwhelming that, you know, I get so frustrated about. And that's, that's what, that's what my next point here is. I wanted to get into a little bit about what my results were and what I was shocked about from this. But do you have anything to add from what I had talked about?

[Artur McClellan]

Yeah, I think, you know, you had mentioned like to have that type of control and working with smart bidding, letting them, you know, machine learning algorithm learn. Like those don't mix and they definitely don't mix within one campaign. Like it's just very like you're fighting the system where. I have found this to work very well. And what I've deployed with a lot of different clients is leveraging that, the broad match modifier script, having that control in a max clicks campaign or even a max conversions campaign after it's optimized and going after the terms that I want it to, switching it over to max conversions, then, then having a secondary campaign with broad match keywords that are the same exact keywords as the other campaign. And that's where you have the control of target CPA or Target roas. Whatever it may be. And so the performance typically doesn't look great in a max clicks campaign or manual cpc, but it kind of feeds into those other campaigns. And that's where I've seen tcpa, you're able to scale that, targets roas, you're able to scale that versus being limited. And so the two worlds can exist. Can exist, but not within the same campaign.

[Chris]

Good. Yeah, good. Thank you. You're exactly right. I didn't want to imply that either you use this and you don't use the other. They can be used, but absolutely they can't be used in the same campaign. Thank you. You. You're completely right. I completely agree. So let's go on to kind of what my results were from testing it, because you and I talked. Ended up a couple months ago, I think. And I've been running this and testing it with different clients, and here's a couple of things that I did. So I used it for an accounting company. So this is a accounting company that wants specific types of clients. So it's a good fit. Because I can't just get accounting in general. It needs to be specific, like it accounting, you know, SAS and stuff like that. So what. What really blew my mind when I started using it is just how much red there was down the line on my search terms. And it really opened my mind to realize there's a lot of unacceptable terms. If my. If my threshold of something that's acceptable or qualified at least contains the two or three words in that keyword, it turned out 96% was unacceptable and only 4% was acceptable. Right. So it was getting so much variation that I, you know, I quickly realized this keyword's just not acceptable. I ended up changing the keyword and realizing, you know, this keyword so bad. I mean, it opened my eyes much faster. When I see all the exclusions that this is bringing in, I realize I need to. This is not something that can be solved with the negative keywords. This is actually a problem with the keyword itself. And I go change the keyword to try and see what I could get out of it. So one thing that was shocking was just how much misses there were with the keywords. When I just have a defined acceptable, not acceptable rule, either it has the words in it or it doesn't. And I was.

[Artur McClellan]

I was blown away. Yeah. So it's like, almost like helped you to refine what type of keywords you end up using.

[Chris]

Yeah.

[Artur McClellan]

And helping you to think about, okay, maybe I need to have this or longer phrase. Was it typically like longer phrases or the just what you used with or.

[Chris]

Well, that, that's, that's what I discovered over time was I realized, you know, once I started seeing how much the system was working to block the junk, I realized I need, you know, I need to pick better keywords for this to be efficient. Because when I was picking a normal two or three word phrase match or even a two or three word exact match, I realized this is really off. I need to be a little bit longer, more detailed and the system worked better that way and my search terms showed up more within my range of acceptability. So it was almost kind of training and teaching me to see something that, you know, didn't, you know, didn't necessarily fit with what I wanted in the first place.

[Artur McClellan]

Yeah, and like, it's all based off of like intent. And I think that like, I think that's where it's like, well, everyone's so concerned about PPC specialists losing their jobs. And it's like this example is a pure example of just like, I don't think so. Because whatever we input and put into the system is the type of results that we're going to get out. And so if we have more generic keywords that are not truly high intent and relevant for, for that particular business, then it's, you're going to get mediocre to bad results. And so I think that, you know, everyone's so concerned about their jobs and I'm like, I don't think so because we still need to be saying, hey Google, I don't want you to do all of this stuff over here to the left and right. I need you to be razor focused on these terms because I know that these terms are the peop, you know, terms that people are typing into Google to find me. So like, you know, I think that's just a great example of like, I don't think we're losing our jobs here, Chris.

[Chris]

I think, yeah, it's, yeah, it's quite shocking, you know, and when you see it on the screen to realize how much work the system's doing just to accomplish one little thing, you realize, you know, just how much, you know, maintenance can really be involved here. And it all goes down to one simple thing. You know, I mean it's, it's, it's, it's phase one of Google Ads is just getting qualified traffic. Just get the traffic you want. And this helps you with that primary goal. Just getting the right traffic. Volume of what you're looking for is going to be you know, important. So here's. Here's one other thing that I, that I learned from. I used it for a roofing company. Okay. And I turned it on for a few weeks, and then I turned it back off because I wanted just kind of a purge to just, you know, I was testing some stuff. I didn't want it on all the time, but I just wanted to kind of purge, you know, during a high point during the summer recently when I was getting a ton of stuff coming through. And I wanted to. The fact that I can turn it on and turn it off was really great because it's not a permanent thing where you just, you know, turn it on and it's just permanently attached and just runs all the time. I can switch it on and switch it off, which I thought was really useful in order to kind of purge the search terms from the account and then kind of have another go at it after turning it back off. I thought that was pretty fun because there was a lot of control but no extra time involved to make that happen.

[Artur McClellan]

Yeah, no, that's interesting. And did you find after, like, you had turned it off that it went broad again or did it just kind of, like, contain things? No.

[Chris]

I mean, we're talking about Google keywords here, you know. No. They didn't learn their lesson. No, not at all. I mean, they went crazy again. But, you know, the main thing that I was, you know, kind of testing and playing with is, you know, the fact that it is something that I can turn on, turn off, and have control on. It's not a permanently on, permanently off thing. So, you know, the more I play with it, the more I kind of realized. I mean, there's a lot of aspects to this tool that could be applied that, you know, I hadn't thought of. And the, the last thing I'll talk about here is, I mean, the biggest drawback, and this is not the fault of the script. This is. This is just the way that Google works. Now post 2020, it only works when you have search terms for the keywords. And if you're missing 40% of the search terms, 30% at. Sometimes, you know, sometimes I see 60, 65, 70% of the search terms not showing up, depending on the client, and that limits the tool. I mean, that's extremely upsetting. And I don't like to talk about it very much because it makes me very sad to. To think about how much data we. Anyone in Google Ads is missing because of that. But that's. That is the biggest drawback and that is not the fault of the tool, it's the fault of, you know, the lack of transparency with.

[Artur McClellan]

Yeah, I mean, you can't negate something that isn't showing up there. And that's the sad reality that we live in now. And it's in the name of privacy. But I think it's more so, you know, when you're using smart bidding strategies. I understand that you have to be a little bit more broad with search terms because it's off of the user. But when it comes to manual bidding and max clicks, it would be great to have 100% bid visibility. One of the things that I typically like to do when I go into accounts, there's typically 10 to 15 search terms that have just historically like these are the, you know, winners. These have always done well. And as Google has progressed, they're growing broader and broader. And so what I end up doing is taking every single one. Like I did this for an account the other week where it's 10 years of data. And so I took all of the search terms for all 10 years and I downloaded that into a Google sheet, ran an n gram analysis which takes specific words and basically, you know, compared that to all of the high converting search terms, the 15. And then I said, okay, all of the n gram words, I'm going to use them as phrase match because they don't, they will not negate my high intent words. And I will end up basically adding all of those to lists and add those at the start of the campaign to the campaign. And so basically you're starting off with I think it was about 50,000 negatives, you know, and then you run the broad match modifier script. And so you start off saying, I don't want all of this other stuff, these search terms that we're no longer seeing now, we were able to see at one time. And so that's kind of a key to kind of bring that back a little bit, but also being able to start in the, you know, kind of pilot seat as like full control. And I've seen that just work extremely well to just stay focused on those 15, you know, search terms and keep it there. And so a lot of people start, they're not doing the work beforehand, you know, and that's something that I have found over and over again. It takes time to do that, but it really can set up the account for performance that it hasn't seen in years because of the fact that Google has, you know, gone a bit more broad than we want it to.

[Chris]

Yeah, yeah, I think There's a lot of ways that the tool could be used and I appreciate you letting me use it and try it out and talking to me about it here. I think it's a unique tool that maybe I should try scripts more, but I'll tell you right now, I probably won't. This is probably going to be my number one and only Google Ads script that I like. But, but, you know, Search Terms is a bit of a, of a, you know, a pet peeve for me because when it comes down to it, I have to. My number one job as a Google Ads Manager is to manage the traffic quality first and the conversions start to take care of themselves if I manage the traffic quality and the risk of those keywords coming in and you know, until you reach a point when you can trust a automated target cpa, max clicks or max conversion system, you know, that is not something I really just allow to happen from whatever Google decides to do. So I think the tool fits really well. So with that, I'm sure people are very interested in trying the tool out for themselves. Can you tell people about how they can try it out and your special thing that you told me about earlier, before we started?

[Artur McClellan]

Yeah, yeah. So I'll basically have a recording on how to install this exact script. If you've never installed a script before, it can be really intimidating and scary. But the nice thing is that I'll walk you through exactly what to change and how to basically put it into Google Ads and run it. And once you do it once, I mean, Chris can. Can probably attest to this, you just. It was like, oh, that. That was it. Am I missing something?

[Chris]

Yeah, yeah. For the, for the other old dogs out there, it's. It's a trick that once you do it once, you can realize actually it's quite easy. It's not as intimidating as it sounds.

[Artur McClellan]

So, yes, I, Yeah, I mean, and like when I started installing scripts, it was like, oh, that was it. And then I started developing scripts and that's a whole nother layer and being able to kind of create something that is going to help save you time. And that's a lot of the reason as to why I had done this. And so, yeah, I'll have a video, just, just kind of walk you through that. And you know, you can also just reach out to me on LinkedIn or whatever and I'm happy to just answer what questions you have. This script is paid. I developed it with Flow Boost and we, we developed it together. So I don't want you to, you Know, I don't want any false advertising. This is a, this is not a free script. But you know, I'll also eventually have a, you know, standard shopping script here as well in the future that will essentially do the same. And you know, I think the, the really important things like high quality traffic still matters. Everyone's saying that Google Ads has changed and yes, it has changed, but intent has not changed. And yes, there may be longer queries that are going into Google Ads, but in reality, you know, it's not, it's not like people are typing very different stuff now than they used to. And you know, I think, I think we just have to kind of stay in that spot of control because anytime I've been able to control the terms that are coming in, I've seen success. And most people just leave it to target ROAS and target cpa and they say okay, like hopefully this works. And then they don't know why it's not working because guess what, this is a WYSIWYG that no one knows about. And you're trying to create a whole new industry. Like Google doesn't understand that. And so yeah, I think we just have to kind of put on our good marketer hats again and be able to say yeah, if, if people are in market for this, this is what they're going to search for. And I don't think Google's there yet in regards to knowing every single business use case. I just don't.

[Chris]

No, no, no, they definitely do not. They, it's, it's funny, all you have to do is, is look at, you know, the, the quality score system to understand that Google does not understand the, the details and the small gray area between industries, you know, to understand that. No, no, this is very relevant. I know that you don't understand the quality score value between this keyword and this service, you know, but, but no, they do not. Large automated systems are far from, from perfect certainly with, with Google Ads so. Well, I, I thank you so much Arturt, for, for, for being here, go talking through this and I'm, I'm, I, I've been enjoying the script. I plan to continue using it and I appreciate, appreciate you, you jumping on and chatting through it.

[Artur McClellan]

Thanks so much for having me on and yeah, I appreciate just, you know, being the only script that you've decided to use. That's a, that's a huge honor especially after poured out into the whole PPC community and just, you know, you've, you've helped shape a generation of PPCers, multiple generations. And I'm. I'm very thankful because you've helped me in my journey. So thanks for having me on, and thanks for all of the free knowledge that you continue to give out to people.

[Chris]

All right. Thank you, Artur. I appreciate the time that you given us. And if you would like to reach out to him or see the video that he's produced, he has a recording to show you how to install the script, where to get it. You can find all of. All of that information in the description wherever you are listening or watching the show. And I encourage you to reach out. I think it is worth trying. I think it is absolutely worth the investment. Investment. It's a really small price to pay for a. For a script that can really expand your ability to make fast changes to your Google Ads account. That I think is worth the effort. So I appreciate the time that he shared with us. And if you'd like to reach out to me, you can find [e-mail] Otherwise, I'll see you guys next week.