Adwords Scripts is a powerful tool that can support us to effectively manage PPC campaigns, and significantly save our time and improve our efficiency. Today, I would like to use snippets of bespoke scripts to show how to automatically adjust bids for multiple campaigns within an account.
The account has several campaigns with different bidding strategy types like manual cpc, enhanced cpc, target cpa. The client wants overall performance of the account to target COS 20% or less. COS means cost of sales, in Adwords dashboard, there is no metric of COS, so, instead, “total conversion value/cost” is used. Therefore, the optimisation target could be transformed as “total conversion value/cost” 5 or more.
To reach the target, at keyword level, four steps will be taken: pausing poor performing keywords (for example, 1,000 impressions or more but less than 5 clicks; cost £40 but no conversions at all; have conversions but total conversion value/cost 2 or less); changing bids for converting keywords if their average positions out of range of 1 – 1.2; changing bids for non-converting keywords if their average positions out of range of 1.9 – 2.1; raising lower bids to top of page cpc or first page cpc.
Relevant scripts can be developed to undertake each of the steps.
Pausing Poor Performing Keywords
As above mentioned, several thresholds have been set up for impressions, clicks, cost, conversions, and total conversion value/cost to select poor performing keywords.
All enabled keywords are taken out by the following scripts: