In case you missed it, Google AdWords has released a new API called AdWords Scripts! In my opinion, this primarily impacts high-end platform providers (like Kenshoo perhaps?) who have pretty sophisticated e-commerce functionality, for example, live integration of product feeds with AdWords Campaigns. Now, these more sophisticated advertisers can (potentially) roll out this kind of functionality without having to develop an entire AdWords platform.
Last week, I spoke to Aaron Karp, a colleague on the AdWords API team at Google, to learn more about AdWords Scripts. Here’s what I learned.
What Are AdWords Scripts?
How Are AdWords Scripts Different from the AdWords API?
AdWords scripts can't do all the heavy lifting of the AdWords API and aren't suited as the basis for a custom platform, but can be useful for basic automation.
AdWords scripts include built-in support for Google Spreadsheets and HTTP services, allowing you to pull in important data and take action in your account. Additionally, the ability to send email makes it possible to develop advanced reporting and data analysis solutions. We expect that customers with limited resources or technical expertise will find this a compelling platform for building specialized tools and workflows.
How Much Easier is AdWords Scripts vs. the AdWords API?
Here's an example code snippet for creating a new keyword in your AdWords account. The first snippet uses the AdWords API, the second snippet (which, as you can see, is much easier!) uses AdWords Scripts:
What Can I Use AdWords Scripts for?
There are a lot of use cases for AdWords Scripts, but here are a few examples to give you an idea:
- Use imported data from a spreadsheet to make decisions on your AdWords account.
- Use external inventory data to pause/unpause entities. As inventory becomes high, you can increase bids or add new keywords.
- Take action on AdWords objects. For example, if a keyword has been hogging your spend for the day, you can pause the keyword and increase budget at the same time.
- Ouput campaign stats to a spreadsheet from which you can create reports and visualizations.