Why use AdWords scripts?
AdWords scripts can save a lot of time on the day-to-day management of PPC campaigns by automating a wide variety of tasks, such as sending e-mail alerts and reports, storing data in Google Docs, and connecting to external services. Checking for 404 errors is now effortless thanks to the recent MCC scripts release.
AdWords scripts case study
Upon noticing that one client’s website had ‘In Stock’ or ‘Out of Stock’ on their product pages, I wondered how much of their PPC budget was being spent on clicks leading to out-of-stock products.
I implemented a script to search landing pages for that ‘In Stock’ or ‘Out of Stock’ HTML within select campaigns, and instructed it to change the ad status accordingly. It would pause the ad if the associated product was out of stock, and enable the ad if the product came back in stock.
Straight away I noticed a dip in cost, cost per conversion and bounce rate. All I needed to do was schedule a script to run hourly and let it do the work for me.