Managing performance-based advertising accounts can be a cumbersome and inefficient process – well, it can be if you’re not focused clearly on automating processes and using all of the data at your disposal.

Google recently announced the introduction of AdWords scripts (a limited release) which enable PPC marketers to make changes to their Adwords account by writing small/simple Javascript programs. The scripts function enables advertisers to use external inventory data to change bids or pause/unpause keywords, output stats to a spreadsheet (useful when creating reports and visualizations – we’re looking at you third-party developer) and even use statistical trends to change keyword or ad group bids.

The scripts will run on the Google Apps Script infrastructure, and developers will be able to integrate with Google Spreadsheets and URL Fetcher to integrate external data, and even email results of a script execution within the script itself.