Automating Google Ads management with master MCC-level scripts
Jul 10, 2024

In the fast-paced world of digital marketing, managing multiple Google Ads accounts efficiently is critical. When a new account is added to the MCC, you can effortlessly integrate it by adding the client name and client ID directly into the master sheet.

The intuitive setup allows you to choose which scripts to activate and which to exclude within the sheet itself. This offers flexibility and precision in campaign management.

This streamlined approach enables marketers to automate repetitive tasks and focus on higher-level strategies. These include conversion rate optimization (CRO), experiment-based testing, feature implementation, customer journey optimization, and strategic planning.

The master MCC script suite is not for sale; it is exclusively used for our clients. This ensures that our clients receive a unique and competitive advantage through tailored automation and optimizations.

The suite offers an extensive collection of automation tools designed to handle up to 90% of the day-to-day management of Google Ads accounts. By leveraging this suite, businesses can redirect valuable time and resources to more strategic and impactful initiatives.

Every month, new scripts are added to the tool, ensuring continuous improvement and adaptation to the evolving digital landscape.

 

Key Features and Included Scripts

The master MCC script suite is packed with a wide array of scripts that cover various aspects of Google Ads management. These include performance monitoring, budget management, search term analysis, and many more. Below is a breakdown of the included scripts and their functionalities:

Budget Management & Allocation

  • Budget Sheet MCC: Automate budget tracking and management across multiple accounts.

  • Budget Allocation Advice: Receive smart suggestions on budget distribution based on performance data.

  • Max Budget Management: Set and manage maximum budgets seamlessly within the master sheet.

Performance Monitoring & Alerts

  • Google Ads Health Check Script: Regularly monitor account health to detect issues early.

  • Campaign Activity Alert: Stay informed about any unexpected changes in campaign activity.

  • Automation Alerts: Automate notifications for critical account changes.

Advanced Performance Tracking

  • PMax Assets & Groups Performance Tracker: Gain insights into Performance Max campaign elements.

  • PMax Brand Analyzer: Understand brand-specific performance within PMax campaigns.

  • Shopping Script Analyzer: Evaluate the effectiveness of Google Shopping campaigns.

Optimization Tools

  • Pause Low ROI Keywords: Automate the pausing of underperforming keywords.

  • Negative Keyword Suggestions: Enhance targeting by identifying irrelevant search terms.

  • High CPC Search Terms: Detect high-cost keywords to manage budgets more effectively.

Additional Utility Scripts

  • Link Checker (404's): Ensure all ads link to active and relevant pages.

  • Consent Checker: Verify compliance with data privacy requirements.

  • UTM Tracking Template: Maintain consistent and accurate tracking parameters.

The master MCC script suite is designed for both lead generation and e-commerce accounts. It allows marketers to customize which scripts apply to specific accounts within the MCC.

This adaptability ensures that only relevant scripts are running, optimizing performance and avoiding unnecessary processing. Some of the included scripts (in totall 55+):

  • Link checker (404's): Identify and resolve broken links in ads.

  • Auction informer script: Monitor competitor activities in auctions.

  • Budget sheet MCC: Automate budget tracking across multiple accounts.

  • Budget allocation advice: Provide intelligent budget distribution suggestions.

  • Display/YouTube exclusions: Manage and exclude unwanted placements.

  • Change history: Track historical changes in Google Ads accounts.

  • Assigning Search Terms to the Right Ad Groups: Optimize search term mapping.

  • CPA / CPC tracker: Monitor cost-per-acquisition and cost-per-click metrics.

  • Negative Keyword Suggestions: Generate suggestions to refine targeting.

  • High CPC search terms: Identify costly keywords to manage budgets better.

  • UTM tracking template: Ensure consistent tracking parameters.

  • Pmax Assets & Groups Performance Tracker: Evaluate Performance Max assets.

  • PMax Brand analyzer: Analyze brand-specific performance.

  • Price tier script PMax/Shopping: Manage price tiers for PMax and Shopping campaigns.

  • Bestsellers outOfStock alerts: Notify when top products are out of stock.

  • PMax - Search Terms: Gain insights into search terms in PMax campaigns.

  • nGram script: Analyze nGram data for keyword insights.

  • Performance monitoring top 50: Monitor top 50 performing assets.

  • PMax Device Distribution: Analyze device performance in PMax.

  • Google Ads Health check script: Regularly assess account health.

  • Shopping script analyzer: Evaluate Google Shopping campaign performance.

  • TOP 50 product checks (MCC): Monitor top products at the MCC level.

  • Campaign Activity Alert: Get notified of unexpected campaign changes.

  • Automation alerts: Automate critical account change notifications.

  • Lin Rodnitzky Ratio: Calculate and analyze account efficiency.

  • Pause low ROI keywords: Automatically pause underperforming keywords.

  • Consent checker: Verify compliance with data privacy regulations.

  • PMax exclusions: Manage exclusions in Performance Max campaigns.

Monitors active campaigns and checks the links.
Analyzes the performance of assets and groups in Performance Max campaigns to identify the best-performing combinations.
Sends notifications of new competitors bidding on the same search terms.
Automates budget management, tracks expenses, compares them to the monthly budget, and displays progress and status in reports.
Reports on the performance of the top 50 best-performing products.
Sends notifications when popular products go out of stock.
Provides recommendations for more efficient allocation of ad budgets between campaigns or accounts based on performance data.
Identifies and excludes unwanted placements on the Display and YouTube networks to minimize waste.
Identifies and excludes unwanted YouTube placements based on the user's country.
Compares the performance of different assets and groups within Performance Max campaigns.
Tracks changes in campaigns and generates an overview of recent adjustments and their impact.
Sends notifications for performance deviations or issues with automated campaigns.
Reallocates search terms to the most relevant ad groups to improve performance.
Identifies high-CPC search terms to allocate marketing budgets more efficiently.
Identifies negative keywords to reduce irrelevant clicks and costs.
Automates UTM tagging for consistent and accurate tracking.
Measures ROI over different periods and generates a report to evaluate trends and profitability.
Provides insights into search terms triggered by Performance Max campaigns and sends alerts for underperforming search terms.
Analyzes the performance of Google Shopping campaigns by retrieving detailed product metrics such as ROAS, conversions, and costs.
Analyzes search term performance by breaking them into words or word groups (n-grams) to discover valuable patterns.
Analyzes the performance of products within PMax/Shopping campaigns by price categories and displays/calculates metrics such as impressions, clicks, CTR, costs, conversions, and ROAS.
Checks the health of landing pages in Google Ads campaigns, including HTTPS, mobile-friendliness, load time, redirects, and the presence of tags (GTM, GA, Ads Pixel).
Sends an email to the specified address (see master sheet, tip: enter the Slack client channel email) if a campaign had no impressions or conversions yesterday but did in the past 7 days.
Provides an overview of PMax campaign performance (such as clicks, conversions, and conversion value) by device category.
Creates a spreadsheet per account (see master sheet) and displays the CPA (cost per acquisition) for different CPC (cost per click) ranges. There are 6 CPC ranges from €0.00–€0.50 to €3.00+.
The ratio is computed by dividing the CPA (cost per acquisition) of all search queries by the CPA of search queries with at least one conversion. Indicates whether the account is too conservative, balanced, or overly aggressive in spending and keyword targeting.
Spent more than 3x the CPA in the past 90 days with a ROAS that is 5x worse than the campaign average (adjustable, but this is the default setting).
Identify and exclude low-performing placements in Performance Max campaigns to optimize ad spend and improve overall performance. Focus on refining your targeting by removing placements with poor ROI.
Ensure compliance with data privacy regulations by verifying user consent for data collection and usage. A simple tool to maintain transparency and trust.