Here’s a short list of the best scripts to manage your (standard) Shopping campaigns in Google Ads.
1 – Boost Low Volume SKU’s
URL: https://github.com/google/low_volume_skus/blob/main/low_volume_skus.js
What it does:
This script updates a Google Sheet that you can use as a supplemental feed in your merchant center.
The Google sheet contains a list of the products that got zero or very little clicks in the last 30 days, and a custom label to identify them.
If you add this Google sheet as a suppelemtal feed to your merchant center you can use it to create a seperate Shopping campaign that specifically targets these low volume SKUs.
Here’s an instruction video on how to set things up: https://marketingplatformacademy.withgoogle.com/events/tech-breakfast-training-series/watch?talk=low-volume-sku
Why you care:
Smart campaigns like Smart Shopping and Performance Max have a tendency to focus on products with the highest conversion value per click and show less impressions of products with lower conversion value per click.
While this can be great in many situations, there are situations in which you would like expose as many products as possible to your audience.
Creating a campaign that generates impressions and clicks for products that are ignored by your smart campaigns fixes this.
2 – SPAG’s for Shopping
URL: https://adsscripts.com/scripts/google-ads-scripts/create-shopping-adgroups
What it does:
The script goes through all products in your merchant center and checks whether the products are already in your shopping campaigns.
If the products are new, they will be added to the campaigns in a single product ad group (SPAG).
Why you care:
Google Shopping campaigns don’t provide control at the keyword level.
Creating SPAGs makes it easy to see the search terms each of your products trigger and the revenue associated with those search terms by product.
SPAGs helps you weed out irrelevant terms and control what product shows up for what search term.
They basically bring keyword targetting back to Shopping campaigns!
3 – Disapproved Products Alerts
URL: https://nilsrooijmans.com/google-ads-script-disapproved-products-alerts/
What it does:
This script notifies you via e-mail when products in your merchant center account, that got a significant amount of clicks, are disapproved.
You can set the threshold for the minimum number of clicks and the date range. This way your sheet and inbox won’t be flooded with alerts for disapproved products that did not get any clicks anyway.
Why you care:
My inbox is bursting at the seams with evidence of people suffering >10% drop in Google Shopping performance due to product disapprovals, _without them noticing for weeks or even months_!
When you fail to identify a top-performing product being disapproved, sales and revenues crash like the TSLA stock after a Musk tweet.
4 – Fetch Google Shopping Feeds Every Hour of the day
URL: https://nilsrooijmans.com/google-ads-script-increase-shopping-feed-update-frequency/
What it does:
This script fetches your shopping feed every hour. This way, all the data in your Merchant Center and Shopping Ads is always up to date.
Why you care:
The Google Merchant Center interface only supports once-per-day updates of the product data in your shopping feed.
Because of this fetch rate limitation, your shopping campaigns may show outdated product listing ads on the Google SERP.
5 – Automated Whitelist in Google Shopping
URL: https://racecon.io/en/blog/automated-whitelist-in-google-shopping-with-adwords-scripts/
What it does:
This script automatically adds exact match negative keywords to your shopping campaign for search terms that do not match keywords on your whitelist.
You enter your whitelist via a Google sheet, and the matching between your keywords and the search terms uses regular expressions for extra power.
The negative keywords are added at the ad group level, or inside a (optional) negative keyword list that you specify in the Google sheet.
Why you care:
Google Shopping is great. It can deliver huge growth opportunities with increased profits when managed the right way. That management can be difficult though. Shopping campaigns just take your product feed and leave it up to Google to decide which keywords your shopping ads will show. Black box magic. Sometimes great, often okayish, but also quite often…horrendous! This script allows you to regain some control and only show shopping ads for a list of keywords you select.
NOTE:
If you are not yet familiar with the concept of whitelisting search terms in Shopping , here’s a great explanation ->
https://tinuiti.com/blog/shopping-feed/whitelist-search-terms-google-shopping/
Also, if you like this idea, be sure to check out this script from Brainlabs as well ->
https://searchengineland.com/keywords-back-google-shopping-campaigns-230973
Happy Scripting!
Be sure to check out the Shopping section in my list of scripts in The Ultimate Google Ads Scripts Library, containing over 400 free Google Ads scripts.
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