Paid Search

Bing Scripts Beta: How To Setup Your First Script

First time using Bing Scripts? If you are familiar with Google Scripts, even if you are not, we will walk you through setting up your first script on Bing. Plus I’ll share a few of my favourite places to find scripts.

 

Video Transcription Below. Enjoy and don’t forget to leave your comments below.

 

Good Morning.

My name is Duane and hello from beautiful Vancouver. You may remember me from such conference stages as MozCon, BrightonSEO, HeroConf and SMX Advanced.

 

Today I want to talk about a new feature at Bing Ads, which is their product launch Scripts. This product launch has been a long time coming. I have been using Google Ad scripts since 2013 when I lived in London and worked on brands including ASOS and Jack Wills. Scripts have been amazing with helping me be more effective at work. I’m pretty jazzed to see the feature finally come to Bing Ads.

 

If you are familiar with Google Ads scripts then follow the steps below. You’ll be up and running with your first Bing script in 15 minutes. If you want a more in depth walk through, then continue reading below.

 

Bing Scripts In 15 Minutes

  1. Sign in to Bing Ads account that you want to add the script to
  2. From the Campaigns tab click Bulk Operations (in the left navigation panel).
  3. Click Scripts.
  4. Click Create script.
  5. Replace “Untitled script” with your script’s name.
  6. Copy and paste your script code into the code editor.
  7. Follow the script instructions if you need to add a sheet or an external URL to have your output of data go
  8. To execute the script in preview mode (recommended), click Preview.
  9. To see the output, click Logs.

 

Can I Use Google Ads Scripts in Bing Ads?

Bing Ads says a lot of Google Ads scripts will work straight away in Bing. This is technically true, though there is some leg work to be done: Using scripts created in Google Ads.

 

Just to be safe, always run your scripts in preview mode first, if you are using a script from Google. Google Ads scripts solutions is a great place to start to see the potential of what you can do. From reporting to bids, alerts and even tools to manage your accounts, the only limitation is imagination.

 

I still remember trying to setup my first Google Ads script. It took me 3, maybe even 4, tries to get it running perfectly. I had a few errors come up and not being a programmer, I felt super discouraged at the time. I may has been running paid ads for 7 years at that point but I felt like a beginner all over again with scripts.

 

What Tasks Should You Automate?

This is an important question as sometimes scripts are not always the right answer. Scripts are great if you have a large task that you need done quickly. Say, you need to make sure you don’t have any negative keyword conflicts running in your account. Maybe there is something you do multiple times in a week and want to automate your process (i.e. making sure URLs are live). Both of these are tasks that a script can do faster than humans.

 

I try to automate a few tasks that either; takes a ton of time, computers can do it faster or is repetitive work. I generally use rules when I need a cause and effect situation to play out. Good examples of those are:

  • Brand impression share drops below 90%, raise bids 5%.
  • Campaigns average position is below 3, raise bids below 10%.
  • CPA is bad/to high on a keyword or ad, pause that keyword or ad at X cost

Rules work great if you want to pause or enable something within your account at the campaign, ad group or keyword level. You can now even set rules for topics, placements, age and gender targeting.

All these are great but not something that will happen weekly or daily that you will need a script to handle. Unless you are dealing with a large account and a 6 figure spend, and even then it’s not likely if you have a well thought out account.

 

How Do I Setup My First Bing Ads Script?

  1. Sign in to Bing Ads account that you want to add the script to. It’s a good idea in advance to know what script you want to use and why. What are you trying to achieve?
  2. From the Campaigns tab click Bulk Operations (in the left navigation panel).
  3. Click Scripts.
  4. Click Create script.

 

5. Replace “Untitled script” with your script’s name. I always use the name of the script to make it easier to find later. If you make a Gsheet for your script then I always name it: Script Name – Client Name Bing Ads. Having a good naming structure is going to save you time down the road. It’s one thing that separates good from great performance marketers.

6. Copy and paste your script code into the code editor. Make sure you read about the work you need to do use scripts created in Google Ads. It’s not a huge roadblock but something to keep in mind

 

7. Follow the script instructions if you need to add a sheet or an external URL to have your output of data go somewhere. Each scripts is going to be different.

8. To execute the script in preview mode (recommended), click Preview.

9. To see the output, click Logs. If any errors come up, fix them and retry to Preview your script again

10. Click Run to see your script in action.

That is it. If all went, mostly, according to plan then your first script should be up and running.

 

Best Google Ads Scripts Library

There are a few places you find some more scripts beyond what Google Ads scripts solutions offers. As with anything on the Internet, use at your own rick. Always run in Preview mode.

 

Stack Overflow

Github

Free AdWords Scripts

 

If you need help getting your scripts up and running or even managing your media spend and ad accounts, you should contact us to chat. That is it for this week. See you next time.

Author Info

Duane Brown

Food Nerd. Wanderluster: 40 countries. Marketer. [Report] #PaidMedia 2017 Salaries: http://bit.ly/2naTW7F

https://takesomerisk.com

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