AdWords Scripts. The mere mention of them may cause glassy eyes, chest flutters or shoulder shrug. Scripts can be powerful tools for automating routine account tasks and reporting, but particularly for marketers without programming backgrounds, they are more often sources of confusion or kind of cool “tricks” with little practical application.
If you’re curious about how to get more out of AdWords Scripts — either on your own or with a developer — check out the three-part series on our sister site, Search Engine Land.
In part one, we start from the beginning, breaking down a script to its most basic elements then putting it all back together. Grasping the fundamentals will allow you to make simple adjustments to existing scripts and help you speak the same language when working with a programmer on more advanced or custom Scripts.
Part two goes a step further in editing, covers helpful tips for troubleshooting and looks at when to use Scripts or Google’s new ad customizers.
And finally, in part three, we cover more advanced features including using MCC Scripts and outside data sources in scripts.
Comments