{"id":14739,"date":"2022-02-18T14:17:46","date_gmt":"2022-02-18T14:17:46","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/18\/free-google-ads-script-to-dynamically-change-target-roas\/"},"modified":"2022-02-18T14:17:46","modified_gmt":"2022-02-18T14:17:46","slug":"free-google-ads-script-to-dynamically-change-target-roas","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/18\/free-google-ads-script-to-dynamically-change-target-roas\/","title":{"rendered":"Free Google Ads Script To Dynamically Change Target ROAS"},"content":{"rendered":"

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With the continuing onslaught of automation from the ad engines like Google, should we still care about ad scripts?<\/p>\n

I believe so.<\/p>\n

Scripts are the perfect tool to execute an automation layering strategy.<\/p>\n

They give you a technique to use your own simple automations to control, monitor, and improve more sophisticated machine learning automations from Google.<\/p>\n

Unfortunately, as Google advertisers have adopted smart bidding in larger numbers, AdWords scripts have become less capable of working in the new way of doing things.<\/p>\n

The reason is simple: AdWords Scripts don\u2019t support modifying target CPA or target ROAS bids, so they\u2019re limited in how useful they can be for the modern PPC marketer.<\/p>\n

But AdWords Scripts have finally started evolving again and will soon be replaced by Google Ads Scripts<\/a>.<\/p>\n

That\u2019s right, almost four years after AdWords became Google Ads<\/a>, it\u2019s time for scripts to make the change, too.<\/p>\n

In this post, you\u2019ll find an example of how you can use a Google Ads script to manipulate your target return on ad spend (tROAS) setting based on external factors.\n<\/p>\n

How To Use A Google Ads Script To Change tROAS<\/h2>\n

While you can extend this example to use any external data that is available through an API, we\u2019ll use the true-and-tried example of bidding by weather for the purpose of this column.<\/p>\n

In my recent book, Unlevel the Playing Field<\/em>, I shared an example of an automotive parts store that wants to take full advantage of a spike in car battery sales when the season\u2019s first frost hits and wipes out car batteries that were already on their last leg.<\/p>\n

One shortcoming of the \u201cmaximize conversion value\u201d smart bidding<\/a> strategy is that it likely doesn\u2019t know there is a correlation between frost and car battery sales.<\/p>\n

But the store\u2019s owner has been in business for enough winters to know what to expect when the temperature dips below freezing.<\/p>\n

So the company decides to bid more aggressively when there is a large potential for more sales due to weather conditions.<\/p>\n

That means setting a lower target ROAS when the temperature goes below 32 Fahrenheit or 0 degrees Celsius.<\/p>\n

The reason for lowering the tROAS is that Google will likely make some inaccurate predictions about conversion rates.<\/p>\n

It will assume typical conversion rates when in reality the conversion rate will be much higher because people looking for a car battery during the first frost are more likely to have a dead battery that needs immediate replacement (rather than just shopping for a new battery to replace one that may eventually die).<\/p>\n

As Google underestimates the conversion rate, and the advertiser indicates a willingness to get a lower ROAS, these two factors will balance out and the advertiser is likely to get more conversions<\/a> while still maintaining the same ROAS they usually get.<\/p>\n

How To Try The New Google Ads Scripts<\/h2>\n

The script relies on some functionality that is only available in the new experience so you will need to toggle the setting that enables this new experience in your Google Ads account.<\/p>\n

\"GoogleScreenshot from Google Ads, February 2022<\/em><\/span>