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Using AdWords Scripts for Automation of Google Shopping Campaigns — For Beginners

marketing automation

Automation of Google Shopping campaigns is essential when your company reaches a certain maturity level and your marketing campaigns grow complex. That is where AdWords scripts come in, they create levers and structure within your campaign ecosystem, that allows you to harness its full potential while keeping costs at bay.

91% of successful marketers agree that automation is important to their success, according to EmailMonday.

In order to effectively promote a wide range of products in your eCommerce store, you must create individual highly targeted ad groups and fine-tune them for optimum conversion. As you scale your operation automating routine task the right way is vital to sustain your growth. The more structure you introduce to your marketing the more you can focus on growth.

Adwords scripts for Google Shopping campaigns are a key to automating and optimizing your marketing efforts. They add to the functionality of the platform and can be scheduled to run automatically and keep you informed on underperforming areas. Scripts integrate with Gmail, Google spreadsheets and even Slack so you can receive timely alerts.

You can set up scripts to modify bids on an hourly basis for optimum conversions and improved ROI. Scripts can send you alerts on underperforming ads, they can pause or even delete ads that pass a certain CPC threshold or do not covert due to seasonal changes or new trends. You can perform bid testing and bid positioning to optimize your cost.

AdWords Scripts can send you reports on performance so you can address issues and make changes as needed. They help you define key metrics and models that serve you in your automation of Google Shopping campaigns. Your goal is to be able to modify shopping campaigns to get optimum results on an ongoing basis. Let's take a look at some examples of scripts that can benefit your eCommerce operation.

Bid Modifier Script for Google Shopping Campaigns

AdWords is an evolving ecosystem, where the price of bids can change based on competition, trends, and your own strategy. The closer attention you pay to daily, weekly, and seasonal ups and downs in conversions, the better you will be able to adjust your bids on an hourly basis, and a script can automate that for you, requiring only occasional tweaks.

The standard Google scheduling allows for only six bidding windows while bid modifying script allows you to create an hourly matrix and adjust your bid each hour of the day, seven days a week. This kind of accuracy allows you to not over-bid in times of the day and week when competition is low, and bid high enough so you can rank over your rivals in peak times, allowing you to have a steady stream of conversions at optimum cost.

Marketing automation drives 14.5% boost in sales productivity, according to SessionCam.

This is particularly useful for dynamic inventories where items come in and out of stock often. You can link your Google Shopping campaigns scripts to your eCommerce platform, and setup them up to stop bidding for items that are out stock and automatically kick back in when your inventory is replenished. That way you are not wasting ad dollars for clicks that lead to product pages currently out of stock.

You can also decrease bids that are running low so you avoid running out before your next shipment. Also, if there are items you are overstocked on or want to move first for another reason you can increase bids at key moments in the day and week to boost sales. Automating this process optimizes your CPC and ultimately boosts your ROI.

Disable Ads and Keywords For Out of Stock Items

Being able to automatically disable ads when an item is out of stock is an indispensable tool, especially for large eCommerce stores with hundreds of items that go in and out of stock all the time. It is really hard to keep track of stock and update your AdWords campaign on time manually without losing ad dollars to occasional clicks leading to out of stock product pages.

This script should be part of any Google Shopping campaign in order to avoid unnecessary costs. That way you are automatically refocusing your budget on in-stock items and avoiding paying for clicks that do not lead to sales. This syncs your inventory cycle with your ads as they are paused when out and restarted when the item is back in stock.

You are not only optimizing your ad budget but also improving your customer experience by not frustrating buyers with links to out of stock products. By automating this task you are also improving workflow and freeing yours and your team's time to focus on growth initiatives.

Algorithms can automate 45% of the tasks that companies pay for employees to perform, according to McKinsey.

Update Ad Parameters by Ad Groups

You can assign dynamic parameters to specific campaigns, ad groups, or keywords. In order to optimize your ads, you can manipulate specific parameters like price, discount percentages, and quantities, based on predetermined ad group criteria - location, demographics, etc.

For example, if you are selling hotel rooms in London you can post an ad that says: 'Rent a Room in Central London for $120, Act Now Only 2 Rooms Left.' And being able to manipulate the price based on location, or market segment helps you optimize your campaign. You can also create a sense of urgency by updating the number of rooms left. You can add countdown timers to the start of sales or other events. Using your seasonal data you can automatically increase bids for groups of ads on the holidays.

Employing AdWords scripts and the data they generate to update your ad parameters, according to insights from your campaigns, puts you ahead of the competition. This automation allows you to run complex multi-product campaigns easily, and is an absolute must-have for brands that have large eCommerce stores and cater to a diverse audience.

On average, 49% of companies are using some form of marketing automation, according to EmailMonday.

Conclusion

Adwords scripts for Google Shopping campaigns improve workflow and help you use your data and adjust your marketing with greater accuracy than manual oversight. The world of eCommerce is growing ever more complex and standing out takes not only creativity but insightful innovation and timely reaction to the market.

Using AdWords Scripts to automate your operations leads to sustainable growth, keeping your budget in check, and providing valuable insight into your marketing channels. This ultimately leads to better conversion rates and ROI.

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