The Paid Search Podcast | Episode 452: The Best Scripts to Use in Google Ads
Release Date: February 10, 2025
Host: Chris Schaefer, Certified Google Ads Specialist
Guest: Joey Bidner
Overview
In Episode 452 of The Paid Search Podcast, host Chris Schaefer teams up with Google Ads specialist Joey Bidner to delve into the world of Google Ads scripts. This episode serves as a comprehensive guide for business owners, digital marketing professionals, and PPC freelancers looking to enhance their Google Ads strategies through automation and advanced functionalities.
1. Introduction to Google Ads Scripts
[00:16] Chris Schaefer:
"If scripts are something you've ever wondered about, this is an extremely approachable way for you to understand a hidden aspect of Google Ads that brings the community of the Google Ads community into this project."
Chris sets the stage by introducing the topic of Google Ads scripts, emphasizing their potential to unlock advanced features and streamline ad management. Recognizing that scripts might seem daunting, he reassures listeners that they are more accessible than they appear, especially with the right guidance and community support.
2. Understanding Google Ads Scripts
[13:48] Joey Bidner:
"There is an area in Google Ads that allows you to install a JavaScript and this JavaScript can give you additional functionalities in Google Ads that do not come native to the platform."
Joey dives into the core of what Google Ads scripts are, explaining that they are essentially JavaScript codes that can be integrated into Google Ads accounts to perform tasks beyond the platform's standard capabilities. These scripts can automate reporting, manage bids, adjust keywords, and provide deeper data transparency, particularly for Performance Max campaigns.
3. Benefits and Cautions of Using Scripts
[13:48] Joey Bidner:
"You just want to be careful with how far a rabbit hole you go down because you know you'll end up just wasting your time fiddling with too many scripts."
While highlighting the numerous advantages of using scripts, Joey also advises caution. He warns against overcomplicating ad management by installing excessive scripts, suggesting that scripts should be employed methodically and only to address specific needs or questions within a campaign.
4. Installing Google Ads Scripts
[13:48] Joey Bidner:
"To install a script, you basically go to the tool section, your Google Ads, bulk actions and scripts. There's an area and it'll open up a dialog window where you can copy paste the script that you get."
Joey outlines the straightforward process of installing scripts in Google Ads:
- Navigate to the Tools section in Google Ads.
- Select Bulk Actions and then Scripts.
- Paste the desired script into the dialog window.
- Follow any additional steps, such as linking to a Google Sheet for data handling.
He further recommends a helpful YouTube tutorial by listener Ryan Suchet, which simplifies the installation process for beginners.
5. Top Google Ads Scripts Recommended
a. Mike Rhodes Performance Max Script
[13:48] Joey Bidner:
"Mike Rhodes has been working on this script for a couple years now and he literally updates it like every month with new functionalities."
This highly-regarded free script addresses the common frustration with Performance Max campaigns by providing comprehensive data transparency. It breaks down spending across different channels (Search, Shopping, YouTube, Display), tracks conversions, and analyzes return on ad spend (ROAS). Additionally, it categorizes products into profitable, costly, fluke, and zero-converting groups, offering valuable insights for campaign optimization.
b. PPC Leap Product Labelizer Script
[13:48] Joey Bidner:
"PPC Leap is the one that recently hit the market that's free. There's a lot of other ones that are paid, they cost like 200 bucks, but PPC Leap is free and I really like their dashboard."
The PPC Leap script automates the process of labeling products based on performance metrics. By setting benchmarks for ROAS and click thresholds, it categorizes products into groups such as high performers, low performers, and zombie products. These labels are then synced with the Merchant Center, allowing for segmented campaigns that can allocate budgets and bidding strategies more effectively.
Key Features:
- Automated Product Bucketing: Categorizes products based on performance.
- Custom Labels Integration: Syncs with Merchant Center for seamless campaign management.
- Regular Updates: Adjusts product categories on a weekly basis to reflect current performance.
c. Shabba IO Negative Keyword Script
[13:48] Joey Bidner:
"This script, Shabba IO, automatically makes a negative keyword for any search term that you get which is not your brand name or doesn't have your brand term in it."
Designed for shopping campaigns, the Shabba IO script helps manage branded traffic by automatically generating negative keywords for non-brand search terms. This ensures that branded campaigns remain focused on relevant searches, preventing the algorithm from favoring brand terms at the expense of new customer acquisition.
Key Benefits:
- Automated Negative Keyword Generation: Streamlines the management of branded versus non-branded traffic.
- High ROAS Targeting: Enhances campaign efficiency by focusing on high-return traffic.
- Sale Integration: Allows for blackout periods during sales to maintain accurate performance data.
6. Best Practices for Using Scripts
[13:48] Joey Bidner:
"Be methodical. Only use scripts when they're really there to answer a specific question you have now."
Joey emphasizes the importance of a strategic approach when implementing scripts. Instead of overwhelming accounts with numerous scripts, marketers should identify specific challenges or goals and deploy scripts that address those needs. Regular monitoring and adjustments ensure that scripts continue to provide value without introducing unnecessary complexity.
7. Additional Resources and Recommendations
Joey provides a wealth of resources to help listeners get started with Google Ads scripts:
- Ryan Suchet’s Installation Tutorial: A concise YouTube video that walks users through the script installation process.
- Nils Ruhman’s Script Database: A curated collection of scripts that cater to various advertising needs, enabling users to find solutions for specific challenges.
- Direct Script Links: Joey mentions that all recommended scripts, including the Mike Rhodes Performance Max script, PPC Leap Product Labelizer, and Shabba IO Negative Keyword script, are available in the show notes for easy access.
Conclusion
[34:00] Chris Schaefer:
"I have confidence in all of you. You don't need code experience and this can really help level up your Google Ads game."
In wrapping up the episode, Chris reiterates the transformative potential of Google Ads scripts. By leveraging the right scripts, marketers can gain deeper insights, automate tedious tasks, and optimize campaigns for better performance. The episode serves as an invaluable resource for anyone looking to harness the power of scripts to elevate their Google Ads strategy.
Contact Information
-
Chris Schaefer:
Email: GoogleAds@chrishaefer.com -
Joey Bidner:
Email: joeybidner.com
Resources Mentioned
- Ryan Suchet’s Script Installation Tutorial: YouTube Link
- Nils Ruhman’s Script Database: Website Link
- Mike Rhodes Performance Max Script: Script Link
- PPC Leap Product Labelizer Script: Script Link
- Shabba IO Negative Keyword Script: Script Link
Note: Replace placeholder links (#) with actual URLs as provided in the show notes.
This episode is a must-listen for those seeking to enhance their Google Ads management through automation and advanced script functionalities. Joey Bidner’s expertise, combined with Chris Schaefer’s insightful hosting, provides listeners with actionable strategies to optimize their ad campaigns effectively.