Reply To: What tools are you using to manage large Google Ads accounts? Or even using any 3rd party tool?

[TrumpisaRussianCuck]

Over time I’ve layered in a bunch of scripts I’ve developed to automate a lot of the grunt work and provide high level summaries. That alleviates the grunt work and means I don’t need to be in the accounts everyday. Some examples:

* Daily briefing script – budget pacing, high level metric snapshot of spend, conversions, CVR and CPA, any disapprovals, any device, ad group outliers, search terms that are bad, flags any serving issues like limited by budget.
* Ads optimiser – put in place thresholds for the business as a whole but also looks at how ads perform relative to others in the ad group and pauses them automatically.
* Search terms optimiser – similar story. Looks at some rules based filtering e.g. high CPA, low intent and blocks them automatically.
* Kill switch – in addition to the daily budgets in Google, this is a hard lever for managing clients with a fixed budget. If the campaign spends greater than X a day it pauses the campaigns for the remainder of the day and alerts me.
* Settings optimiser – checks for any fuckups like search partners enabled, display enabled, spend outside of targeted markets etc

Outside of that – using value based bidding or at least smart bidding removes a lot of the grunt work. My overall philosophy is more consolidation these days when it comes to campaigns, ad groups and keywords unless warranted for business purposes.