Free Script – Automatically optimise your Google Ads display campaigns

We have found that it can be challenging to ensure that your Google Display ads appear on relevant, high-quality domains, rather than wasting budget on spam or low-quality websites. In this article, we will explain how you can automate the banner advertising process using a script that excludes irrelevant domains and optimises your advertising budget.

Content

What is it about? Download the script Who should do this When is it relevant The scripts benefits How you get started Conclusion

What does the automation involve?

You can benefit from this tailored display ad script, which automatically excludes domains if they are not on a pre-approved list (whitelist). Here is an example: If .dk is whitelisted, the script will remove all domains such as .com, .no, .org, etc. that are not relevant to the target audience or strategy.

For the domains that are actually whitelisted, the script reviews their performance and applies specific criteria to determine whether they should be excluded. Let’s say a domain such as avisen.dk has received 500 clicks without any conversions, and you have set a criterion of 200 clicks without purchases for exclusion:

In this case, avisen.dk will automatically be removed from the campaign.

Download the automation script completely free of charge

Essentially, the automation is a script that allows you to set a wide range of parameters for where your ads should appear parameters that are otherwise not available in Google Ads’ engine room.

Download the script here

Who is this automation relevant for?

The automation is particularly relevant for e-commerce (Ecommerce) and software-as-a-service (SaaS) companies.

These companies often have a conversion goal directly tied to display ads, where users are encouraged to buy a product or sign up for a service. In such cases, it is crucial to ensure that the ads appear on relevant and trustworthy websites to maximise ROI (Return on Investment).

This approach is also highly valuable for in-house PPC specialists in these industries or CMOs who have implemented a branding strategy through Google Display Ads. It is the ideal solution for companies that have already seen positive results from Google Display Ads but are looking for ways to make the optimisation process faster, more efficient, and less labour-intensive.

And, of course, also Google Ads agencies like ourselves, who have access to many accounts that we monitor and optimise.

When should the automation be considered?

Any company working with Google Display Ads should consider implementing this automation. Google is notoriously known for showing ads on spam and low-quality websites, which can quickly lead to wasted ad spend.

However, to get the maximum benefit from the automation, companies should spend at least DKK 5,000 to 10,000 per month on display advertising. At this budget level, the gains from the script really start to become noticeable.

Benefits of the automation

There are several clear benefits to implementing the script in your Google Ads strategy:

Increased relevance and traffic quality: By ensuring that ads only appear on relevant domains that meet the company’s criteria, you can expect an increase in click-through rate (CTR). This is because the ads will be seen by a more targeted and interested audience.
Less wasted ad budget: In many cases, up to 50% of a Google Display Ads budget can go to spam or irrelevant pages. With the automation, you can ensure that a larger share of the budget is used to reach potential customers on the right domains.
More efficient campaign management: Without automation, excluding unwanted domains requires a significant amount of manual effort. The automation provides a more hands-off approach, freeing up time and resources that can instead be used for other strategic initiatives.
Improved control and flexibility: The script can be customised to fit specific business needs. You can set different exclusion criteria based on the number of clicks, conversions, costs, etc. This provides more precise control over how campaigns are optimised.
Ensuring ads appear on trustworthy domains: The script protects against ads being shown on Russian or other potentially harmful URLs, improving the brand’s reputation and security. At the same time, you save marketing budget.

How to get started

To get started, download the script – see the example here. There are different versions of these scripts online, but to ensure maximum customisation and effectiveness, it may be a good idea to have a developer or a PPC specialist create a tailored script.

Once the script has been implemented, it must be adapted to your specific business goals. This involves:

Creating and maintaining a whitelist: You need to decide which domains are relevant to your target audience and industry. This may include Danish news sites, niche blogs, industry forums, etc.
Defining exclusion criteria: You need to set the criteria for exclusion based on performance metrics such as clicks, conversions, and costs. This should be adjusted continuously based on the campaign’s performance.
Setting up automated monitoring rules: The script must regularly review performance data and automatically exclude domains that do not meet the defined criteria. This ensures that the campaign is continuously optimised without manual intervention.
Ongoing evaluation and optimisation: Although the script automates much of the work, you should still regularly evaluate the campaign’s overall performance and adjust your criteria and whitelist to ensure it continues to meet your business goals.

Conclusion

We find that automating banner advertising in Google Ads can be a game-changer for companies looking to optimise their advertising efforts and reduce waste.

With the right setup, we can ensure that you reach the most relevant audience, improve campaign performance, and save valuable resources. It is about working smarter, not harder and automation is a step in the right direction.

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