What Are AdWords Scripts?

Short Definition: Programming that automates common AdWords procedures and data collection.

AdWords scripts allow paid search analysts to control their Google AdWords data using JavaScript. Essentially, these scripts automate processes that would be too time-consuming (and mind-numbing) to perform manually.

Google AdWords scripts can do useful things like:

• Storing historic Quality Score data
• Checking for broken URLs or links
• Pausing keywords that haven’t gotten any impressions
• Adjusting mobile bids based on mobile traffic
• Pausing ads with low click-through rates

What Do AdWords Scripts Contain?

There are hundreds of pre-made AdWords scripts, and it is possible to copy and paste an existing code into your AdWords account. However, you may still need to customize some parts of the code. To help you better understand AdWords scripts, we’ll look at their main components:

Functions. These chunks of code appear at the beginning of AdWords scripts and launch a repeatable action.

Variables. Think of variables as the vessels for data values that can change, such as keywords or numbers. You can make variables for anything, but you should label them clearly and be consistent in your labeling to avoid confusion.

Objects. These are collections of entities and can be labeled AdWordsApp, SpreadsheetApp, MccApp, or UrlFetchApp.

Entities. These are nested under objects and may include Account, Campaigns, Ad Groups, Keywords, and more.

Selectors. As the name might imply, these filter and select the data you need. This code may retrieve data based on a specified condition, an ID, a date range, or other factors.

Methods. A method is a task command such as “Get” or “Add.”

Iterators. These return the next item in a sequence to keep the script running smoothly.

If you’re not confident writing JavaScript, you may want to work with a team of experienced paid search analysts to implement AdWords scripts in your account.