What’s the difference between Google Ads scripts and Google Ads API?

When people work with Google Ads, they sometimes need ways to better manage or control their advertising campaigns. Google Ads Scripts and the Google Ads API are two powerful tools that can assist with this. While they have similar functions, they differ significantly in their operation and capabilities.

Let’s dive in to understand these differences clearly.

What are Google Ads Scripts?

Google Ads Scripts are like small programs you can write that will help you manage your Google Ads automatically. Think of them as simple sets of instructions that tell Google Ads to do something for you. They use a computer programming language called JavaScript, which is used to write these instructions.

What Are the Capabilities of Google Ads Scripts?

1. Automation Tasks: You can create scripts to automatically pause or enable ads at certain times, check for mistakes, or adjust bids based on certain rules.

2. Reporting: If you need specific reports, you can use scripts to pull data and create reports in Google Sheets or send emails with the information.

3. Account Management: Scripts can help with managing various parts of your account, like adding keywords or changing ad settings.

Why Use Google Ads Scripts?

• Ease of Use: Google Ads Scripts are relatively easy to write, which means even if you are not a computer expert, you can learn to create simple scripts.

• Built into Google Ads: You can access and run scripts directly from the Google Ads interface, which means you don't need other tools to use them.

• Saves Time: By automating routine tasks, scripts can save you a lot of time because you don’t have to do them by hand.

What is Google Ads API?

Google Ads API is a more advanced tool compared to Scripts. API stands for Application Programming Interface, enabling developers to interact with Google Ads in a more in-depth manner. Think of the API as a special door that developers use to communicate or “talk” with Google’s computers to send and receive data.

What Can You Do with Google Ads API?

1. Detailed Data Access: The API allows you to access and change a large amount of information very quickly. You can pull detailed reports and manage campaigns across many accounts at once.

2. Integration with Other Software: Developers can use the API to connect Google Ads with other applications or software, creating a smooth workflow for businesses.

3. Custom Solutions: With the API, you can build custom solutions tailored specifically to your business needs, like specialized reporting tools or unique management systems.

Why Use Google Ads API?

• Flexibility: You get much more control over what you can do with your Google Ads data. This makes APIs perfect for more complex tasks.

• Scalability: If you work with many accounts or need to handle lots of data at once, the API can manage these large-scale operations.

• Custom Applications: You can build specific tools that do exactly what you need, especially if the typical Google Ads interface doesn’t meet your requirements.

Key Differences Between Google Ads Scripts and Google Ads API

Complexity and Learning Curve

• Google Ads Scripts: Easier for beginners or those who don’t know much about programming. Great for straightforward automation tasks.

• Google Ads API: Requires more programming knowledge. It’s best for developers who have experience with coding and want to build complex solutions.

Scope and Capability

• Scripts: Ideal for handling tasks within a single account or simple multi-account tasks. Limited to smaller datasets and less frequent changes.

• API: Good for managing many accounts and handling large datasets. Can make complex and frequent changes to campaigns.

Speed and Performance

• Scripts: Work well for tasks that don’t need real-time data. They are typically slower compared to the API because they run based on a schedule rather than instantly.

• API: Can provide real-time data updates and handle tasks much faster, suitable for high-speed operations and large data processing.

Integration and Customization

• Scripts: Limited in terms of integration with other systems. Mostly used for tasks and customizations within Google Ads itself.

• API: Offers extensive integration capabilities, allowing businesses to connect various software and systems for automatic data processing and reporting.

When to Use Each Tool?

• Use Google Ads Scripts if you:

  • Want to automate simple tasks.
  • Prefer working within the Google Ads interface.
  • Are not very experienced in programming but want to automate some of your work.

• Use Google Ads API if you:

  • Need detailed control over large accounts or numerous accounts.
  • Have the programming skills to develop custom applications.
  • Require integration with other business tools or systems.

Depending on your needs, either Google Ads Scripts or the API can be a valuable resource for maximizing the potential of your advertising efforts.