Automation of work with advertising

Let’s start with why automation is needed? Automation allows you to minimize routine operations to achieve maximum efficiency in advertising campaigns. Remember that automation cannot completely replace a specialist; it only reduces manual labor to a minimum, allowing you to spend more time on strategic tasks.

If you are promoting a small online store with a limited number of products or one or two services, you probably do not need to use automation services. However, if you are a large store or provide a range of services that are in high demand among the population, the likelihood of needing systematic automation is high.

What can be automated?

• Turning off campaigns that do not meet KPI;
• Daily reporting for clients;
• Checking ads for grammatical errors;
• Moderating placements in Google Display Network;
• Moderating placements on YouTube.

How to set up auto rules to turn off campaigns that do not meet KPI?

We turn off ineffective keywords.

To do this, go through the selection criteria:

• number of conversions: 0;
• cost per phrase: > 4* Target CPA;

Period: the entire campaign duration, but no more than 60 days.

Action: turn off the phrase.

Reduce bids on inexpensive and non-converting queries.

Total expenditure share 40% of the campaign budget. Selection criteria:

• number of conversions = 0;
• cost < 1.5 * Target CPA;

Period: the entire campaign duration, but no more than 60 days.

Action: reduce the bid by 20%.

Lower bids for keywords with expensive conversions.

Selection criteria:

• number of conversions > 0;
• CPA > 1.5 * Target CPA;
• cost: 2* Target CPA < cost < 4*Target CPA;

Period: 7-14 days.

Action: reduce the bid by 30-50%.

Increase bids on profitable keywords.

Selection criteria:

• number of conversions > 0;
• CPA <= Target CPA;
• impression share in the SERP < 90% (or average ad position in Google >);

Period: 14 days.

Action: increase the bid by 20%.

How to set up daily reporting for clients to their Email?

This can be done using scripts.

Script: var campaingNameDoesNotCantain = []; – this script will send data based on the specified metrics to the email you provide in the script.

If you want to exclude certain companies from the report, the script will look like this: var campaignNameDoesNotCantain = [“Media Advertising”, “Purchases”]. That is, any campaigns with “Media Advertising” or “Purchases” in their names will be ignored.

If you want the reports to be generated for specific campaigns, use the script: var campingNameCantains = [];

Example: var campaingNameCantains = [“Brand”, “Joint”], will only look at campaigns that have “Brand” or “Joint” in the name.

How to specify the email address to which the report should be sent?

Similarly, using the script: var email = [`your email`, `client’s email`]

Metrics that can be sent in the report: var metricsToReport = [`Cost`, `Impressions`, `Clicks`, `Conversions`, `ConversionValue`].

The currency symbol in which the report will be sent: var currencySymbol = `₴`

Ad Error Analysis Using the Script

How does the script work?

• Collecting text from expanded Google Ads.
• Checking the text for errors and mistakes via API. Supported languages: Ukrainian, Russian, English.
• If the script finds errors, all ads with errors will be exported to Google Sheets on the `eta` sheet.
• The script creates a dictionary of all checked words on the `checked` sheet, and upon subsequent API requests, they will not be checked again, which speeds up the script’s execution time and saves requests.
• Errors and suggested corrections will be available on the `misprints` sheet.
• Further work on corrections is up to you.

Features and nuances

The script automatically configures Google Spreadsheet. You only need to create a document and insert the link to it.

Only active ads and groups in the specified labeled campaigns are processed. If the label value is empty, all search campaigns will be taken.

The script will be updated remotely, no changes to the script are required.

All punctuation marks are replaced with a space. Just keep this in mind.

If you have a complex topic, the script may misjudge errors – for example, in medicine or other niches.

Using Latin letters in Ukrainian words leads to typographical errors.

Working with the script: var ss = SpreadsheetApp.openByUrl(`link to your empty Google sheet`).

var labelName = `check`, specify the label that marks the search campaigns.

Moderation of placements in Google Display Network

How does this script work?

• At the beginning of the script, information about already checked sites is collected from Google Spreadsheet.
• Next, already excluded sites from the general list are processed.
• Then, an array consisting only of unique sites is created.
• A report check is initiated with the URL from which we take sites that are not yet in the list.
• The script processes the titles of new sites and begins checking for matches with regular expressions.
• If a site falls under an exception, based on the title or domain, it will be added to the general list. In case of an error or no match with the regular expression, the site will be added to the results tab.

Setup instructions

• Create a copy of Google Spreadsheet and insert the URL of your document into the SHEET_URL variable
• Enter the name of the exclusion list into the exludePlacementList variable
• Run the preview and authorize the script
• Add stop words on the keywords or domains tabs as needed; based on the data from these sheets, regular expressions are created to exclude sites.
• Set the schedule to “every hour”; the script only checks new sites.

Moderation of placements on YouTube

Instructions and principles of operation

• Copy the Google Spreadsheet and insert the URL into the SPREADSHEET variable
• Specify the list of negative words on the tags tab. The script will use these words to exclude channels if they appear in the tags or video title.
• Enable YouTube in the advanced Google Ads API. Authorize the script and run it. It is important that the setup() function must be executed during the first runs.
• If the script finds inappropriate channels, all of them will be added to the exclusions in all active media campaigns and also exported to Google Sheet on the `results` sheet.
• The script creates a list of all verified video platforms on the `checked` sheet, and you will be able to conduct your analysis for adding new words to the exclusion list.

Overall, automating advertising work allows for increased efficiency, reduced time, fewer errors, and improved budget control. This enables advertisers to make more effective decisions and achieve better results in their campaigns.

To dive deeper into the topic, you have the opportunity to familiarize yourself with the report in video format with answers to questions.