How do I monitor the performance of Google Ads scripts?

Knowing what a script does is the first step to effectively monitoring its performance.

Step 1: Check the Execution Logs

What Are Execution Logs?

Execution logs are records of what the script did while it was running. They show any actions taken by the script such as changing bids, how many ad groups the script affected, and if any errors occurred.

How to Check Execution Logs

1. Go to Google Ads: Login to your Google Ads account.
2. Navigate to Scripts: Click on “Tools & Settings” (the wrench icon) and find “Scripts” under the “Bulk Actions” section.

3. Click on Script History

4. You will see a list of user / Date & time in a table format. Next to each run, there are log statements. Click on a log statement to check the logs.

5. Check Logs: Look at the “Logs” tab to see what happened during the last run. This will show you if the script ran successfully or had any problems.

Step 2: Monitor Changes Made

Why Monitor Changes?

It's crucial to track the specific changes your scripts make to confirm they are achieving the intended effects/results in your campaigns.

How to Keep Track of Changes

1. Use ‘Change History’: Google Ads has a feature called ‘Change History’ under the “Tools & Settings.” It shows you a list of all the changes made in your account, including those by scripts.
2. Check What Was Altered: Look for changes that match the actions your script is supposed to make.
3. Compare With Script Goals: Make sure that these actions align with what you intended—for instance, did the script change bids or budgets as expected?

Step 3: Review Script Alerts (if the script has alerts setup)

What Are Script Alerts?

Script Alerts are notifications emailed to you if something unexpected happens during a script run. They are helpful for identifying issues quickly.

How to Set Up and Use Alerts

1. Edit Script: When you are setting up or editing a script, you can include lines of code that send an alert if something goes wrong.
2. Receive Emails: Make sure alerts are configured to go to your email. This way, you get notified right away if there’s a problem.
3. Regular Checks: Even if no alerts are received, it’s good practice to check your email for regular script update notifications.

If you are not sure how to do that, then ask the script developer for help. Not all scripts come with alerts. This is at the discretion of the script creator.

Step 4: Analyze Performance Data

Use Google Ads Reports

1. Look at Performance Reports: Use built-in Google Ads reports to see your campaign performance. Monitor metrics such as Click-Through Rate (CTR), Cost, and Conversion Rate.

2. Analyze Trends: See if there are any upward or downward trends since using the scripts. Did your new script result in better numbers?

3. Long-term Monitoring: Keep an eye on how performance changes over weeks or months. Did the script provide consistent improvement?

Step 5: Adjust Scripts Based on Feedback

Why Adjust?

Sometimes scripts won’t perform optimally from the start. Based on the data collected from your monitoring efforts, you might need to tweak your script logic to improve it.

Steps for Making Adjustments

1. Identify Issues: Use the data gathered to pinpoint what parts of the script might need changing.
2. Test Changes Carefully: Make changes to test accounts or areas of your campaign first before applying changes widely.
3. Keep Track of Adjustments: Document what was changed and why, so you can keep improving the script over time.

Step 6: Schedule Regular Reviews

Importance of Regular Monitoring

Scripts may run day in and day out, but regular monitoring ensures they remain effective and don’t go off-track due to changes in campaigns or market conditions.

How to Schedule Reviews

1. Set Reminders: Decide on a review schedule, like weekly or bi-weekly, to check on script performance.
2. Hold Review Sessions: Make it a priority to sit down and assess if the scripts still align with your goals.
3. Document Findings: Record the outcome of each review session. This helps you track performance over time.

Monitoring Google Ads scripts is all about paying attention to details and staying proactive. By tracking execution logs, the changes made, setting up alerts, and regularly reviewing performance data, you can ensure your scripts are a beneficial part of your advertising strategy.

The key is consistent observation and adjustment to make the most out of automation.