AdWords Scripts For Every Level: Part 1, Learning How To Read Scripts

By Ginny Marvin


AdWords Scripts are incredibly powerful tools for paid search, but since many of us don’t come from coding backgrounds they can also be intimidating. This is the first in a three-part series covering tips for beginner, intermediate and advanced-level Scripts users.

Inspiration for this article came from a presentation I saw given by AdWords Community Contributor, John Gritton, at the AdWords Community Summit in Mountain View this fall. Gritton’s deck can be seen in full here.

Yes, there are lots of pre-baked scripts out there to copy and paste into your account. But, even with these ready-made scripts, a little customization can go a long way. It just requires some basic understanding of what each piece of a script does. In this first installment, we’re going to cover the very basics. Once you understand the pieces that make up a script and what they do, you’ll be well on your way to making them work for you.

First, we’ll look at the anatomy of a script and then break out each piece in more detail below.

Breaking It Down

Scripts are pieces of standard JavaScript code that automate tedious processes you should no longer be doing manually. Here are the key parts of an AdWords script.


This gets the script party started. A function is a chunk of code that performs a task or procedure and can be used over and over. It’s what kicks off an action in a script, so you’ll always need one. You’ll see the term “function” followed by the name of the function with parentheses “()” at the end. Often you’ll see a script start with:

function main() {code to execute}

Some other examples of functions in AdWords scripts:

function addAdGroup() {code to execute}
function setCampaignBudget() {code to execute}
function pauseKeywordInAdGroup() {code to execute}

The function names Google uses are helpully self-explanatory. …read more

Source:: SearchEngineLand


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