Yesterday, we talked about how automation doesn’t replace strategy. (Email shared below for your convenience.)
Today, fellow member of the list Mark Andoljšek (name shared with permission) asked:
“What’s the one thing most advertisers still get wrong with (scripts) automation of Google Ads?”
Thanks for asking, Mark!
Here’s a common “missed opportunity”: I see a lot of advertisers automate outputs, not inputs. They’re happy to let scripts add negatives, pause ads, or tweak budgets — but they never automate the data feeding the system.
Examples:
- They’ll have a script running that adjusts CPA targets for smart bidding while the OCI conversion tracking is buggy without them noticing, or
- They’ll have a script labeling products (“hero,” “zombies,” etc.) while the product data in the feed is outdated, or
- They’ll have a script pause low-performing keywords while the landing pages for out-of-stock products are still part of the RSA.
Garbage in -> garbage out.
Want a real edge?
Automate data hygiene, such as by using:
- Scripts that alert when conversion tags stop firing.
- Scripts that check feed freshness every hour.
- Scripts that check for out-of-stock landers or broken links.
Automation isn’t only about “doing more.” It’s also about feeding better signals so the machine can actually work for you, not against you.
Cleaner inputs. Smarter automation. More profit.
Happy scripting!
– Nils
PS: I’m trying to help some more PPC friends by answering questions via an ‘Ask Me Anything’ each Wednesday. If you’ve got a question to which my answer would benefit a larger part of the community, send it my way, and I’ll try to answer it 🙂
PPS: Here’s the link to yesterday’s email: https://nilsrooijmans.com/daily/automation-doesnt-replace-strategy