Current Trends: How Automated Scripts Drive Results in Digital Advertising
There's no question that AI is transforming digital marketing - sometimes for better, sometimes for worse.
But not all AI is created equal. Some automation tools are less 'Skynet' and more 'helpful office intern who never sleeps.'
For example, automated scripts in Google Ads campaigns have revolutionised how Dock delivers results for our eCommerce clients.
This article explores how ad scripts help eliminate repetitive tasks, uncover hard-to-reach data, and let our team focus on what really matters: performance, strategy, and return on investment.
What Are Scripts?
Simply put, scripts are lines of code that automate tasks or trigger specific actions in everything from web development to operating systems.
However, in this context, we're talking about JavaScript code used within Google Ads. These scripts automate routine actions - like pausing underperforming keywords or adjusting budgets - and feed performance data into Google Sheets or dashboards for analysis.
You can schedule them to run hourly, daily, or weekly to save time and improve accuracy, depending on your needs.
How Scripts Work
Scripts are vital to delivering high-performing ad campaigns for our eCommerce clients. Here are three we rely on the most:
The URL Link Checker
This script alerts us when a destination page goes down - say, a product page that no longer exists. By running it weekly, usually on Sundays, we can stop campaigns from wasting money on broken links or disapproved URLs.
The Mike Rhodes PMAX Insights Script
As any digital marketer knows, Google's Performance Max (PMAX) campaigns are effective but often frustratingly vague - as Google isn't always forthcoming with relevant data. This lack of clarity can make it difficult to see where your spend is going or which assets are working.
Thankfully, the Mike Rhodes PMAX Insights Script is here to help.
This script runs hourly and uncovers spend, performance, and ROAS by channel, including Search, YouTube, Display, and Gmail. These insights help our PPC team identify top-performing assets and channels and make optimisations that are not possible through Google Ads' standard interface.
Hourly Reporting Script
For high-volume eCommerce clients like Peaches & Cream, staying up to date with product sales is a must. An hourly reporting script alerts us about disapproved products in live campaigns so we can cross-reference the data with the Google Merchant Centre.
This information lets us understand the reasons for the disapproval, such as URL issues, out-of-stock products, or policy violations that could lead to lost revenue.
Monthly Reporting Script
This script does what it says on the tin, giving us a clear end-of-month overview of campaign performance. Delivered in a digestible format, it covers overall spend, conversions and conversion value, helping us identify issues and improve campaigns.
The Benefits of Using Scripts
Time-Saving
Scripts work like virtual assistants by automating repetitive tasks. By reducing manual work like bid adjustments or keyword audits, they can save up to 25 minutes per task. That time that quickly adds up across multiple campaigns.
Performance Tracking
Mike Rhodes PMAX script monitors campaign activity across Google's network - Search, Shopping, Display, YouTube, Gmail and track metrics, including clicks, impressions, conversions, and return on ad spend (ROAS). They also break individual asset performance, helping us see which headlines or videos are pulling their weight.
Insight Generation
Before scripts, performance insights were limited. Now, we can cross-reference Google Ads data with custom reports to uncover trends, fine-tune campaigns, and train the algorithm more effectively by removing low-performing assets.
All of this gives us more time to focus on creative testing and strategy and, ultimately, deliver better ROI for our clients.
What are the risks of using scripts?
The biggest risk with scripts is human error during setup. Misplaced formulas or incorrect inputs can throw off your data. Since scripts pull data directly from the ad interface, the risk of mistakes is minimal.
Once they're set up right, scripts are as reliable as your favourite chippy on a Friday night.
Conclusion
Every click and conversion counts in eCommerce. Automated scripts help make that happen by reducing repetitive tasks, highlighting insights, and giving marketers more time to focus on strategy, creativity, and results. They're not a silver bullet—but they're pretty close to having an extra pair of hands that doesn't need a lunch break.
