Category Archives: Free Scripts

Vallaeys Shopping Efficiency Score


This AdWords Script checks the efficiency of how your Shopping Campaigns are structured and how their bids are managed. It also suggests how the score might be improved.

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The Vallaeys Shopping Efficiency (VSE) Score

VSE Structure Score

This score calculates the percentage of all ad impressions that come from undefined product groups, i.e. those that are labeled 'everything else in ...'. Shopping campaigns by default include all products in your merchant feed so it's desirable to take as much control over the performance by controlling the bids through product groupings defined by the advertiser. If the VSE score is close to 100%, it means that a large portion of the feed has been split into defined product groups that can each be managed separately, and this is a good thing. If the score is low, it means that a large percentage of impressions come from 'everything else' and the campaign should probably be restructured to drive a larger portion of traffic through advertiser defined groupings.

VSE Bid Ratio

This is the ratio of cost per converted click for product groupings of 'everything else' over cost per converted click for defined product groups.

  • A score less than 100%: indicates that conversions from 'everything else' are cheaper than defined product groups. If satisfied with the performance of defined product groups, this means bids for 'everything else' are too low and there is an opportunity to get more conversions.
  • Score of 100%: indicates that conversions from 'everything else' cost the same as defined product groups. It may not be necessary to further split products currently in 'everything else'.
  • A score greater than 100%: indicates that conversions from 'everything else' are more expensive than defined product groups. Money is likely wasted. By bidding less for 'everything else' or splitting out your products further, the overall account's cost per converted click could be reduced.

Shopping Ad Optimization Suggestions

The script provides a list of product groups that should be considered for further division or consolidation based on a target number of conversions to hit the sweet spot for bid management. If a product group has too few conversions, it will take too long before there is enough data to make a bid decision. If a product group has more than the target number of conversions needed for regular bid optimization, its performance could possibly be improved by splitting it into sub groups which could get different bids. By default the script looks for product groups to have between 5 and 50 conversions last month. These values and the date range can be modified to meet your own needs.

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Account Dashboard By Label


Generate a Google Sheet with time-segmented data and charts for all the elements that you've labeled.
The script can aggregate the data or report on every individual element that has the label. It can do calculations with any of the data (e.g. create new metrics like Conversion Per Impression) and it can compare data for 2 time periods so you can see both seasonality and whether you're doing better or worse than last period.
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This is an example of the types of charts you can generate for your AdWords account using this script.
This is an example of the types of charts you can generate for your AdWords account using this script.

Example Use Cases

  • Create a dashboard with year-over-year performance graphs for any set of ad groups, campaigns or keywords.
  • Create a dashboard that shows charts for all keywords with the label "My Top Keywords"
  • Create graphs using calculated metrics not directly available in AdWords, for example you could build a chart showing the trend in "Conversions per Impression" for your top ad groups
  • Create charts that group the data for multiple campaigns that have the same label, for example, if you have 2 campaigns to sell widgets, you can graph the aggregate performance of these campaigns by giving them the same label. This is particularly useful if your account management strategy requires you to split up campaigns for different target audiences, e.g. by time zone.

Settings and Customizations

The settings below let you customize how the script works. Simply change the values as needed at the top of the script to fit your needs.

  • SPREADSHEET: The URL of the Google spreadsheet that will receive the data. Make sure this spreadsheet has added your AdWords login email address as an editor. Otherwise the script will fail because it can't access the spreadsheet.
  • LABELS = new Array("Label 1", "Label 2"); Replace "Label 1" and "Label 2" with the label names you want to build a report for. You can add additional labels as needed, just be sure to enclose the name in quotes and separate each label with a comma
  • LEVEL: The script can only report on one type of item so choose campaigns, keywords, or ad groups
  • STARTDAYSAGO: This tells the script how many days back to start your report
  • TIMESEGMENT: This tells the script how to segment the report by time, valid choices are Week, Date, Month, Quarter (capitalization matters!)

Advanced Customizations

  • METRICS: This is a list of objects to tell the script which metrics to include in the tables. These metrics should NOT be ratios so not Ctr or ConversionRate. Instead include only metrics that are not calculated based on other metrics in AdWords. For name, you can include any metric that is included in a standard AdWords performance report (documentation: Some example values we find useful are Conversions, Clicks, Impressions, Cost, TotalConvValue. For each of these metrics, you can also include modifierForNewMetric and modifierForOldMetric. These let you calculate a value from the AdWords data. For example, if you want to increase last year's click values by 10%, you'd set modifierForOldMetric=1.1 for the metric Clicks. If you don't understand what this means, simply leave it at 1 so your reports will include the exact data that comes from AdWords.
  • CALCULATEDMETRICS: This is a list of objects for metrics to include in the report that are ratios, e.g. Ctr. You can also include a set of static values which is useful if you want your charts to include your target as a line. You can name these metrics anything you want. If the metric is a ratio, e.g. CTR, set type to 'ratio' and 'formula' to the division of metrics. These metrics have to be included in the METRICS section. For a static value, set 'type' to static and 'formula' to the static number. We've already included the metrics you'll most likely want in the sample script.
  • CHARTMETRICS: This tells the script which metrics and calculatedmetrics to show in charts. The name has to match one of your choices in METRICS or CALCULATEDMETRICS. If you set includeComparison to 1, then the chart will also include a line for the previous time period
  • AGGREGATESTATSBYLABEL: This tells the script to either total all the metrics by label or to report on every element individually. So for example, if you have 2 campaigns labeled 'Widgets' and you set AGGREGATESTATSBYLABEL to 1, then the output will combine the stats for these 2 campaigns. If on the other hand you set AGGREGATESTATSBYLABEL to 0, it will report stats for each of the two campaigns separately.
  • THOUSANDSSEPARATOR: This tells the script how you display currency in your AdWords account and whether you use a period or comma between thousands. For example, in the US we say $1,000.22 so the value should be "," whereas in Europe you say $1.000,22 so the value for this should be "."
  • INCLUDETOTALS: Tell the script if you want to aggregate all the data from all the labels and include it on its own tab in the Google Sheet. Set to 1 to include the aggregate totals or 0 to NOT include them
  • CHARTWIDTH: This tells the script the width in pixels of every chart
  • CHARTHEIGHT: This tells the script the height in pixels of every chart

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Limit AdWords Budget

Pause Campaigns, Ad Groups, or Keywords When They Spend Too Much


This AdWords Script can automatically pause campaigns, ad groups, and keywords when they reach a predefined spend threshold and re-enable them the following day.Limit AdWords Budget

Example Use Cases

  • Limit the maximum cost for a new keyword or ad group you are testing
  • Set different daily spend limits for campaigns so that it can spend a different amount on weekdays vs weekends

Settings and Customizations

You have to create two copies of this script and place them both in your AdWords account. The first runs hourly and checks if spend today for any campaign, ad group, or keyword with the label 'Limit Daily Spend' is greater than 100, and if so, pause it.

The second copy of this script should be set to run every morning between midnight and 1am and enables any campaigns, ad groups, or keywords with the label 'Limit Daily Spend'. This is needed so your items that got paused by the hourly script are automatically unpaused every day.

The settings below let you customize whether the script works on campaigns, ad groups, keywords, or ads; the label name you are using to identify items that should be evaluated; the maximum cost; the time range to evaluate; and the email to notify:

  • scope - accepted values are "Campaigns", "Ad Groups", "Keywords", "Ad Text"
  • maxCost - set this to the maximum cost for each item.
  • dateRange - the amount of time in which the item is allowed to accrue no more than the maxCost - TODAY, LAST_7_DAYS, LAST_14_DAYS, LAST_30_DAYS
  • labelName - set this to the name of the label you are applying to the items to be included
  • email - set this to the email address to get a notification when the script makes changes

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Calculate and Set Mobile Bid Modifiers


The purpose of this AdWords Script is to bring AdWords performance on mobile devices in line with performance on desktop + tablet. With the introduction of Enhanced Campaigns in Google AdWords, it is no longer possible to have a separate campaign for mobile; now mobile is part of a regular campaign and bids are controlled with a mobile bid multiplier that can be set from -100% to 300%. This script sets the mobile bid adjustment to bring mobile performance in line with the results of desktop+tablet.

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Example Use Cases

  • Calculate and set the campaign level mobile bid modifier for all your AdWords campaigns
  • Calculate the ad group level mobile bid modifiers and email a spreadsheet with recommended changes that can be applied through AdWords Editor


This script was written by Russell Savage of As such, this script is part of the free section of our AdWords Scripts Library.

This script uses the methodology explained by Kohki Yamaguchi on to automate setting the appropriate mobile bid modifier.


Settings and Customizations

Set the date range to use for calculating multipliers. You can also use the format YYYYMMDD,YYYYMMDD

  • DATE_RANGE: tells the script the date range to include in the calculation. E.g. 'LAST_30_DAYS'. You can also use the format 'YYYYMMDD,YYYYMMDD'.
  • LEVEL: Set to Campaign if you want to calculate at the Campaign level and have the changes made by the script or set to AdGroup if you want to calculate at the AdGroup level and make the changes manually in AdWords Editor. Making changes at the Ad Group level is not supported by AdWords Scripts as of the time of publication. When that becomes available, we'll update this script.
  • TO: set to the email addresses that should receive the file with recommended changes if running the script at the AdGroup level. E.g. ['',''].
  • METRIC: Set to ROAS to use Return On Ad Spend for the calulcation or set to RPC to use Revenue Per Click for the calculation. To understand the difference refer to the explanation on
  • MINIMUM_BID_ADJUSTMENT: The lowest allowed bid adjustment to set or suggest, e.g. 0.5 for a -50% bid modifier.
  • MAXIMUM_BID_ADJUSTMENT:  The highest allowed bid adjustment to set or suggest, e.g. 3 for a +300% bid modifier.
  • DECIMAL_PLACES: Use this to adjust the number of decimal places to keep for calculations, e.g. 3.

Under The Hood

This script looks for the difference in ROAS or RPC performance between mobile and desktop+tablet. It analyzes keyword level data and applies either a cost or click-based weighting to the suggested multiplier.

  • Keywords that have no conversions are excluded from any calculations.
  • For keywords that have mobile conversions but NO desktop+tablet conversions, a 300% bid increase is used while doing the weighted calculation.
  • If there are no mobile conversions, but there are desktop+tablet conversions, a 100% bid reduction is used in the weighted formula.
  • For keywords that have both mobile and desktop+tablet conversions, the ratio of these is used in the weighted calculation.

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