Budget Recommendation

Have you ever struggled with managing your campaigns and found yourself overspending or spending too much time on manual budget management? It can be really frustrating, right? And not to mention, inaccurate forecasting can also lead to missed opportunities to scale your campaigns effectively. 

A budget recommendation script in Google Ads is a tool that uses data to help advertisers decide how much money to spend on their advertising campaigns. By analyzing how their campaigns are performing and how much they want to achieve, the tool can suggest the best budget to allocate. This can help advertisers avoid spending too much or too little, save time on managing budgets, and improve the effectiveness of their campaigns.

How does it work?

The budget recommendation script uses a specific language called Google Ads Query Language (GAQL) to check campaign budget recommendations in your account. If it detects a change in your budget, it will label the campaign so you can keep track of any modifications made. The script is built using the Google Ads Search feature in Google Ads scripts and a modified version of the Large Manager Hierarchy Template.

Before setting up the script, get familiar with the interface and navigation in Google Ads.

  1. Tools- The Tools tab provides direct links to various Google Ads account tools. Use these tools to monitor and make changes to your account, ads, ad groups, and keywords.
  2. Bulk actions- It allows advertisers to modify multiple campaigns, ad groups, ads, or keywords in a single action, saving time and effort.
  3. Scripts- It allows advertisers to automate and customize their bulk actions. This tool allows advertisers to create custom scripts that perform specific actions on their campaigns or accounts, such as updating bids, pausing underperforming ads, or adding new keywords.
  4. + button- It allows advertisers to create new scripts.

  1. New Script- It allows advertisers to create a new script from scratch.

  1. Add Script Name- It allows advertisers to name their scripts. 
  2. Authorize-  It allows advertisers to grant permission for their script to access their Google Ads account.
  3. Save- It allows advertisers to save their scripts after making changes or creating new ones.

  1. Frequency- It allows advertisers to set how often a script runs.
  2. Script - Given script name is Budget Recommendation.

  1. Run- It allows advertisers to execute a script.

  1. Logs- The log statement in Google Ads Script Tools is used to output messages to the script's log, helping advertisers track progress, troubleshoot issues, and create custom reports.

Steps to add Budget Recommendation Script in Google Ads: 

Step-1 Log in to your Google Ads account and navigate to the "Bulk Actions" tab.

Step-2 Choose "Scripts" from the drop-down menu.

Step-3 Click on the "Add" button to create a new script and give it a name.

Step-4 Copy-paste the complete code into the script. And make the following changes:

  • Don't forget to update 

           --> UNIQUE_FILENAME_HERE (line 40),

           --> INSERT_SPREADSHEET_URL_HERE (line 46), and

           --> INSERT_EMAIL_ADDRESSES_HERE (line 49) in the source code. 

*The user who is executing the script needs to have access to the spreadsheet.

  • MIN_FREQUENCY (line 43): 

       --> This line of code controls how often the script cycles through your accounts to make budget recommendations. 

       --> The script won't start a new cycle until at least this many days have passed since the start of the previous cycle. 

        --> However, it's important to note that the actual frequency may be longer if a cycle itself takes more time to complete than MIN_FREQUENCY.

        --> This can happen if you have a lot of accounts to process or if the script is scheduled too infrequently to cycle through all of them within MIN_FREQUENCY days.

  • ACCOUNT_CONDITIONS (optional) (line 55): If multiple ManagedAccountSelector conditions are used, they are AND-ed together. In other words, the selector will only return entities that satisfy all of the specified conditions. That's why we recommend excluding accounts or execute the script on the child account level.

           CAMPAIGN_CONDITIONS (optional) (line 61): You can use the GAQL-based conditions to exclude specific campaigns and/or target only active ones. Multiple           conditions will be AND-ed together.

Step-5 Click the "Authorize" button to authorize the script to access your account.

Step-6 Click on the "Save" button.

Step-7  Go back to the "Scripts" section and set the report frequency to be generated (Schedule the script hourly.)

Step-8 Then click on Budget Recommendation Script.

Step-9 Click the "Run" button to run the script. The script will take some time to run, depending on your account size. 

Results will appear in the CHANGES / LOGS panel.

Note- The FILENAME must be unique across all scripts using this template in your account. Otherwise, the intermediate data from different scripts will overwrite one another. 

The FILENAME should also not be the same as any other file you might already have in your Drive account.

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