I recently had the pleasure of talking with my PPC friend Ed Leake, who runs a great community of PPC agency owners over at The Forge. During our discussion, we talked about the many benefits of using Google Ads Scripts for agency owners.
Here are the top 5 benefits they can provide agency owners:
1. Improved Positioning
Agencies that use scripts (and AI) can position themselves as innovative leaders who use state-of-the-art technology.
Think: “We are {insert brandname}. We optimize Google Ads campaigns for {insert target audience}. Unlike our competitors, we use custom automation to reduce wasted ad spend and increase profits.”
2. Easier Scaling
Thanks to scripts, agencies can take on more clients without having to hire more staff to handle the workload.
Think: scripts that automate the setup of new accounts, scripts that decimate the work required for negative keyword management, scripts that automate budget management and pacing, scripts that create reports, and so on.
3. Enhanced Quality Assurance
Thanks to scripts, agency owners can delegate a lot of the work to less skilled team members and still sleep well.
Think: scripts that detect (and alert for) anomalies in performance, scripts that spot little mistakes by team members (e.g., campaign settings like ‘advanced location targeting’ and ‘url expansion’), scripts that alert you when conversion tracking is down or when payment issues occur.
4. Better Hiring Opportunities
Believe it or not, some PPC pros that have been in the field for a long time actually LOVE to gain a new superpower. Learning how to use scripts for client-specific optimizations feels just like that.
5. Impressing and Retaining Clients
Google Ads data contains a ton of insights about the audience of your clients. Proactively sharing new insights is a trust builder like no other.
Think: scripts that automatically share changes in the search behavior of the audience (*), scripts that detect and share new interests (trending in-market audiences), scripts that visualize change in geographic areas, etc.
(*) hey, that sounds like my Trending Search Terms report!
Happy scripting,
-Nils