More information on scripts: https://developers.google.com/google-ads/scripts/
Ollie D.99% (73)
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What exactly do you need to do with AdWords by JS?Ollie D.13 Jan 2019
I've copied a full description below with the rationale behind it. Let me know if you have any questions and if you think you can do this.
The aim of this script is to save money on branded keywords. The general strategy for brand keywords is to ensure they have high visibility in order to make sure they are above competitor ads but also to pay as little as possible for the average CPC to maintain that position.
Therefore this script will need to increase / decrease individual keyword max CPC bids in order to maximise visibility (especially when competitors are present), whilst saving as much cost as possible for that high position. It essentially needs to try and set the perfect max CPC bid so that it has a good position without wasting money as bids too high will result in increased costs.
In order to do this, this scrip needs to look at two main metrics (average position and impression share). I’ve outlined the main conditions below;
Condition 1: If a competitor has 10%+ impression share on a keyword then the keyword needs to maintain a set average position and a set impressions share (user should be able to enter the minimum requirements in the script)
The script should focus on achieving the minimum impression share that is set by the user (e.g. 95%) if the current impression share is over or equal to the impression share target then it should try to achieve the desired average position that is set.
For example, if the set impression share value is 95% and the impression share of a keyword is 98% then the average position target is 1.1 but the current position is 1.0 then the script should lower the bids slightly until it finds a good balance of achieving the impression share and average position target. This means that users can ensure they maintain a high impression share and a desired average position.
Condition 2: If there are no competitors with more than 10% impression share on a keyword then the goal is for the script to find the minimum amount required to pay for a desired impression share.
For example, if the impression share minimum target is 95% and the keyword is currently achieving an impression share of 98%, then the script would gradually lower the max CPC bid until it was around the 95% mark. If the impression share slipped below 95% then the script would need to increase the Max CPC bids gradually.
Although, if the script notices (for condition 2) that a competitor’s impression share increases over +10% (or the set amount) then condition 1 takes priority and the script needs to take into account the minimum impression share and average position target.
The script should also be able to edit bid modifiers at a device & audience level to increase the chances of it achieving its targets. For example, keywords on desktop might be hitting the set impression / average position targets but mobile isn’t – therefore it could increase or decrease the mobile bid adjustments to make sure this device hits the targets as well.
I have copied some similar examples below, although these are fairly basic versions and don’t contain competitor monitoring (from auction insights in Google Ads) and they don’t combine both average position and impression share targets.
Example position bidding script: https://www.brainlabsdigital.com/adwords-script-real-time-position-bidding/
Example Impression Share bidding: https://developers.google.com/google-ads/scripts/docs/solutions/bid-to-impression-share
Scripts Overview: https://developers.google.com/google-ads/scripts/docs/your-first-script#adsmanagerapp
Available References: https://developers.google.com/google-ads/scripts/docs/whats-new