Scripts have been available in Google Ads since 2012 and have become an account automation staple since then. In November 2018, Bing Ads made this handy feature available as well. Since Bing Ads scripts are still in Beta, some account elements are supported, like bids and budgets, but there are still some unsupported entities.
I thought it’d be helpful to provide a walkthrough of how to set these up in Bing Ads and provide an updated big list of scripts, all of which can be used in Google Ads and some of which can be used in Bing Ads.
Bonus: if you are currently running scripts in Google, you can conveniently copy/paste your script(s) into Bing and the system will automatically adjust it for compatibility.
Setting up Scripts in Bing Ads
To set up a script, head into one of your accounts and click on the ‘Bulk Operations’ option in the lefthand menu and there you’ll see ‘Scripts (Beta)’:
From there, you can choose ‘Create and Manage Scripts’ from the bottom of the Bulk Operations page:
Similar to Google Ads, you’ll be taken to a page that shows your list of scripts if any have been created, and you can also choose the green ‘Create script’ button to create a new one:
If you choose to create a new script, you’ll be taken here where you can name your script, paste it in and adjust it as needed:
You can also Preview the script, run it and save it. You’ll also notice the ‘Scripts documentation‘ link which will give you an overview of Bing Ads scripts, as well as the ‘Examples‘ link where you can see available script types and example code.
Now that we’ve covered the basics of where to set up scripts in Bing Ads, let’s get to the ever-growing list of helpful scripts!
The Big List of Scripts
Bid Management Scripts
Implement TV Schedule Bid Coordination
Budget Management Scripts
Ad Management Scripts
Update Countdown Ads with New Dates
Keyword Management Scripts
Pause Keywords with Zero Impressions
Simplify Negative Keyword Management with a Master Negative List
Device Focused Scripts
Heat Maps for Device Performance
Analyze Mobile Performance with PageSpeed Insights
Inventory Focused Scripts
Disable Ads and Keywords For Out of Stock Items
Automate Ad Management with the Inventory-based Script
Account Performance & Structure
Utilize Account Auditor to Confirm Consistent Account Structure
Evaluate Search Query Performance Using N-Grams
Evaluate Search Query Performance Using N-Grams + Quality Score (esp. great for Grant accounts)
Other Handy Scripts
Identify Under Performing GDN Placements
Load One AdWords Script Into Multiple Accounts
Bulk Shopping Ad Group Creator
Closing Thoughts
Ultimately, scripts are powerful, time-saving tools that I think many of us could do a better job of implementing in our accounts. Once you get the hang of them I doubt you’ll ever go back to managing your accounts without them. If you’d like to see even more scripts, check out these additional resources:
If you found this BIG List helpful, you might also enjoy our other BIG lists:
The BIG List: PPC Text Ad Character Limits
The BIG List: Digital Marketing Conferences in 2019
The BIG List: Google Tag Manager Guides & Resources
The BIG List: PPC Certifications
What are your favorite scripts? We’d love to hear about them in the comments below!
