All Response Media viewpoint
In our experience auditing PPC accounts we find that scripts one of the most underutilised PPC tools. Scripts can take all the heavy lifting out of QA initiatives, audits and day to day performance analysis; not leveraging this functionality compromises operational efficiencies and invariably impacts account performance.
A few examples of the tasks we use scripts to automate for our advertisers include: pausing/activating campaigns in-line with stock availability, auditing ad extensions/negative keywords, advanced QS reporting, URL link checking and to enable custom email alerts.
As well as making use of the standard scrips we work alongside our in-house tech specialists to refine these templates if we see an opportunity for a more bespoke solution.