Search top impression rateSearch top impression rate “Impr. (Top) %” is the percent of your ad impressions that are shown anywhere above the organic search results.Search absolute top impression rateSearch absolute top impression rate “Impr. (Abs.Top) %” is the percent of your ad impressions that are shown as the very first ad above the organic search results.Source.Since the above metrics are not yet available using Google Ads script methods, we still can’t use them when creating the scripts. And that means a lot of hassle for our client. However, we have found a workaround! In the below post, you can find detailed instructions for this same workaround, which will enable you to automate bidding based on top or absolute top impression share.It is only a three-step process. In the first step, you will learn how to use labels in order to prepare an account for the script. You will use labels to signal to the script which accounts, campaigns, or keywords you want to manipulate with the script. During the second step, you will create an automated Google Drive spreadsheet report with the metrics that aren’t currently available from Google Ads.Lastly, in the third step, you will get to know the script and learn how to tailor it to your needs.You will only need 20 minutes to read the blog posts and just three to five hours to set up and test the script.
1. Label Google Ads Accounts and Keywords1.1 If you are using an MCC account, make sure you use the same label on all of the chosen accounts.1.2 Decide which search impression metric you will use for adjusting the CPC bid. You can choose between the absolute top or top impression rate. Once you’ve made your decision, create labels for the keywords. When creating your label, follow this example:
“Search ImpressionRelative Share-YourDescription”Label example: »Abs. Top1-MyFavouriteKeyword« In this case, we are choosing absolute top as our search impression metric, and we want 100% relative share for the chosen keyword. Label example: »Top0.8-MyFavouriteKeyword« For the chosen keyword, we want our ad to be at the top positions 80% of the time. 1.3 Once you are done with labels, make sure you label every keyword and Account (in case you are using MCC).The script will adjust the CPC bid only when the chosen keyword has one label. If you label the keyword twice (with absolute top and top impression share rates) or if you don’t label the keyword, the script won’t adjust the CPC bid.
2. Create an Auto-Updated Google Sheets ReportMake sure you are using the same Google account for both Google Ads and Google Drive, and make sure you are using the admin account.2.1 Log in to Google Drive, and create a new spreadsheet.2.2 Add the “Google Ads” addon, and link it with your Google Ads account. 2.3 Create a new report. Go to Add-ons → Google Ads → Create a new report.2.4 Select the report time frame. This will determine how much of the history will influence the search impression metric. We advise you take at least one week into account and not more than 30 days. Choose “Search keywords” as the report type, and name your report. The most important step is choosing the report columns. For running the script, you will need the following: “Keyword”, “Label”, “Impr. (Abs. Top) %”, and “Impr. (Top) %” columns. Additionally, you can set up filters and, for example, then filter out keywords where you need to adjust the bids. This will make the script faster. Check the Schedule report option, and choose how often you want to refresh the report. You can choose between the daily, weekly (specific day), or monthly (first day of the month) options. Pro tip: Make sure you schedule the script after the report update so the script adjusts the bids according to the latest data. 2.5 Create the report.
3. Automate Bidding Based on Top or Absolute Top Impression Rate ScriptThe script should be run on the Google Ads Script service. In the first “parameters” section, you can find and adjust all the necessary parameters. The second “function” part represents the logic for the bid adjustment. 3.1 Start by adjusting the parameters.
- spreadUrl: Google Drive URL location of the spreadsheet report
- sheetName: The name of the workbook inside of the Sheets document (example: “keyword report”)
- absTopLabel: Keyword level label for all keywords to be manipulated based on the absolute top impressions rate (example: “Abs. Top”)
- topLabel: Keyword level label for all keywords to be manipulated based on the top search impression rate (example: “Top”)
- labelColumn: The sequence number of the column where the labels are located (e.g., Column L is the fifteenth column.)
- absoluteTopImprColumn: The sequence number of the column where “Impr. (Abs. Top)%” metrics are located (e.g., Column L is the eleventh column.)
- topImprColumn: The sequence number of the column that contains the column “Impr. (top)%” (e.g., Column L is the twelfth column.)
- keywordNameColumn: The column number of the “Keyword” column (e.g., Column B is the second column.)
- firstKeyword: The line number of the first keyword (example: 14)
- targetAccountLabel: To use a script at the MCC level, all accounts you wish to use the script on must be set to the same label (example: “serpBid”)
- tolerance: The value of the deviation from the desired impression share up or down (For example, “0.05” means a 5% tolerance.)
- bidAdjustmentCoefficient: The percentage of how much we want to change the CPC up or down (For example, “1.05” represents a 5% change.)
- log: If we want to see changes in the log when testing the script, check true here; otherwise, set as false.
- Main: This is where it all begins. Check whether the script will run at the MCC level or not. If it is running, then on the basis of the entered parameter, we can search for accounts and run further functions in parallel on all accounts.
- adjustBids: First, let’s check if any label starts with the entered absTopLabel and topLabel parameters. This is a check to see if we have entered the correct parameters. If the label exists, then it is called Spreadsheet.
- labelExists: Check that any label starts with a parameter name (absTopLabel and topLabel). If there are labels, the script returns true. If there are no labels, the script returns false.
- getIncreasedCpc: This returns the increased CPC for the share specified in the bidAdjustmentCoefficient parameter.
- getDecreasedCpc: This returns the decreased CPC for the share specified in the bidAdjustmentCoefficient parameter.
- activeSheet: This opens the spreadsheet and starts reading rows with keywords. For each labeled keyword figure, we can adjust the Absolute Top or Top Search Impression parameters and the desired value. It then calls the function to check the difference between the desired and the actual search impression value.
- checkDifference: This function checks the difference between the desired value and the actual search impression value. If there is a difference greater than the tolerance, it is called the CPC setting function.
- keywordsAdjust: The function increases or decreases the CPC on the keyword, depending on the difference between the desired and the actual search impression value.
4. TestingSet the “log” parameter to true in the script, and run the script in Preview Mode. Under Logs, you will find all possible changes. Before setting up the scheduler for the script, make sure all changes are correct.That’s it. You are all set up and ready to rock and roll! Now it’s time to automate bidding for your brand! SaaS, e-Commerce and Fintech companies are our specialty and we’re always happy to discuss how we can help you grow! Email us at email@example.com.
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