Why Scripts are Awesome

At Brainlabs, we love scripts. If you’re claiming to the best on the planet at PPC, you kind of have to. Scripts make PPC easier, better, faster and generally more remarkable.

Google Ads scripts give you control over bids at scale

With your own bidding algorithm, you can keep track of your changes, analyze what works, and learn more for the future, rather than just allowing a third-party algorithm to make decisions without all the insider business knowledge that you possess.

Scripts can bring in extra data

PPC depends on many factors, not all of which are standard Google Ads metrics. You can use scripts to pull Salesforce or Zoho data into Google Ads. Code can make your ads and bids change according to the weather or the sports results. It can pause ad groups for out-of-stock products, or even bid in real time based on hotel pricing and availability.

Scripts take care of repetition

Repetitive work is for robots. Humans are meant to use their imaginations, be creative, be strategic, problem solve – all the stuff that makes our brains great. That’s why scripts are so good – all the routine cognitive labour of reporting, managing, monitoring, and building can be taken care of by automation, leaving you time to focus on the good stuff.

Scripts overcome limitations

If you use Google Ads’ native ad scheduling, you can only schedule six bid changes a day. With code you can change bids every hour. If you set up your campaigns normally, an exact match keyword will pick up any ‘closely matching’ search terms. With code, you can exclude everything but the search term you want. Basically, you can do more than the average PPC-er, way more, with the power of code.

Scripting can handle statistics

With a Google Ads script, you can build your own experiments. Anything you want to analyse – not just the metrics Google Ads enables you to – can be analysed, and then you can build more code to test the statistical significance of your results. No self-respecting data scientist would settle for anything less.

Coding does the worrying for you

A program can watch your accounts all day, every day, so you don’t have to. You can set up emails so you’re warned when URLs break, performance plummets, or budgets are in danger of being exhausted too soon. No more lying awake worrying about empty ad groups, misspelt ad copy, and over-spending. Thank you, science!

How to use our scripts

Find the one/ ones you want, read the how-to, download the code, and whack it into your Google Ads MCC. They’re all open-source, so please take your fill.

In the long run, we highly recommend making your own (that way you can tailor them exactly to your needs). For the time being, we have quite a bundle to help you enhance your PPC skills.