Ninja Scripts Academy
Google Ads from top to bottom: basic, intermediate and advanced. With real examples, best practices and the gaps the scripts fill. 🔄 Syllabus reviewed and updated every month with the latest Google Ads news · 🎧 Every lesson also in audio · 🖍️ Highlight and save your favourite lessons to come back to them.
🌐 Lessons are in Spanish for now; the English version is in preparation.
Ninja Scripts Suite subscribers get 100 % of the three levels, every new lesson each month and the study tools: 🎧 audio for every lesson, ⭐ favourites and 🖍️ highlights. See the subscription →
Showing only 📦 Data feed lessons across all levels.
Basic training
1 lessons · 10 minShopping in basic terms: Merchant Center, the feed and product listings 🔑 With a free account
How Shopping ads work (no keywords: a product feed instead), what Merchant Center is, the minimum feed attributes, the difference between standard Shopping and PMax, and the first-month mistakes.
Intermediate training
9 lessons · 1 h 24 minShopping from the inside: how Google decides which product to show (with no keywords) 🔑 With a free account
The search ↔ product matching built from the feed, the factors that decide which listing shows and in what position (title, relevance, price, bid, history), the Shopping auction versus the text one, and what you really control.
Merchant Center health: disapprovals, mismatched prices and the suspension that arrives without warning 🔑 With a free account
Where to see the state of the catalogue, the most frequent disapproval reasons and their fixes, automatic item updates, the policies that suspend whole accounts and the weekly routine that stops you losing Shopping on a Monday morning.
Product-level management: acting on the catalogue with real sales data 🔒 Subscribers
The Shopping workflow at scale — per-product analysis with real sales and margin, the profitability traffic light, the three checkbox actions (exclude, negativise, improve titles), TEST mode and verification — and how the work is split between the script and you.
Anatomy of the feed: required attributes, recommended ones and the ones that actually move sales 🔑 With a free account
The product data specification explained by usefulness (not in alphabetical order), the ways to submit the feed (file, platform, API), the frequency each type of shop needs and the structural mistakes that limit visibility without disapproving anything.
Product titles: the formula by vertical and the 70 characters people actually see 🔒 Subscribers
How to write the title Google matches and the user reads — the order of elements by type of product, what goes in the first 70 characters, what must not be there (capitals, promos, adjectives) — and how to use the description for the vocabulary that does not fit.
Identifiers and categories: GTIN, brand, Google category, product type and variants 🔑 With a free account
What each identifier does for your visibility (and what you lose with no GTIN), when to declare that a product has no code, how to choose the Google category and build your own product type, and how to group variants so Google shows the right size and colour.
Feed rules and supplemental feeds: transforming the catalogue without touching the website 🔒 Subscribers
How to modify, complete and enrich the feed from Merchant Center — attribute rules (conditions and transformations), supplemental feeds (a spreadsheet that overwrites columns by ID), calculated custom labels — and the workflow that lets marketing change titles and margins without waiting for a developer.
Images, prices, availability and shipping: the attributes that decide the click and prevent disapproval 🔑 With a free account
Which image wins the listing (and which one Google disapproves), how to send price and sale price with no discrepancies, availability and stock in near real time, shipping and returns settings, and the website structured data that keeps everything in sync.
Continuous feed optimisation: testing titles and attributes the way you test ads 🔒 Subscribers
The feed is not configured once — it is cultivated. How to measure performance by attribute (which titles, categories and labels sell), the title test on a pilot category, the monthly feed routine and the feed ↔ terms ↔ sales circuit that closes the module.
Advanced training
19 lessons · 3 h 29 minPMax with a feed versus standard Shopping: coexistence, priority and structuring by margin 🔒 Subscribers
How products get shared out when PMax and standard Shopping coexist (PMax always wins), when each one suits you, the three possible structures (standard only, PMax only, hybrid by margin or by stage), how to move products from one to the other without losing data, and how to really compare the performance of both.
Demand Gen with a product feed: your catalogue in discovery formats 🔒 Subscribers
How to connect Merchant Center to Demand Gen, which formats use the feed (product cards, dynamic carousel, video with products), which feed requirements are critical here (lifestyle images, short titles, availability), how to combine the feed with your own creatives, visual dynamic remarketing and how to judge catalogue sales in a discovery environment.
Multi-country and multi-language feeds: one catalogue, many markets 🔑 With a free account
How to structure feeds to sell in several countries (one feed per country and language, or a single feed with additional countries of sale), currencies and prices per market, shipping and taxes by destination, translating titles and descriptions, shared identifiers, and the mistakes that end up selling a product in Germany at the Spanish price.
Price and stock in near real time: partial feeds, Content API and automatic item updates 🔒 Subscribers
How to keep price and availability current in high-turnover catalogues (partial price/stock-only feeds several times a day, Content API for immediate changes, automatic item updates from structured data), the sale strategy with scheduled sale_price, stock by warehouse and the link with bidding (do not advertise what is running out).
Promotions, reviews and complementary feeds: what enriches the listing beyond the product 🔒 Subscribers
Merchant's promotions feed (codes and offers that appear as an annotation on the listing), product and seller ratings (feeds and programmes that put stars on the ad), local inventory feeds and local inventory ads for physical shops, the vehicle feed and other verticals, and how to prioritise which one to switch on for your business.
Titles and attributes at scale with AI: generate, validate and measure without breaking the feed 🔒 Subscribers
How to use a language model to rewrite thousands of titles and fill in attributes (material, colour, highlights) from the spec sheet and the search terms, the validation rules that stop the AI making things up (length, existing attributes only, no promos, no shouting caps), the batch workflow with sampled review, delivery through a supplemental feed and the per-category test that proves the effect.
Dynamic labels and catalogue segmentation: margin, turnover, seasonality and performance as structure 🔒 Subscribers
How to turn business data (margin, stock turnover, newness, seasonality, recent performance) into custom labels recalculated every day, the margin × performance matrix that decides which campaign and which target each product belongs to, the rules for moving products automatically between campaigns, and the limits that stop the catalogue dancing about.
Feed governance: owners, versions, alerts and the catalogue's operating manual 🔒 Subscribers
Who owns each attribute (platform, ERP, marketing, finance), how changes are versioned (primary feed, rules, supplemental feeds) and rolled back, the alerts that warn you about a broken feed before Merchant does (products vanishing, prices jumping, mass disapprovals), the quarterly audit and the operating manual that lets the catalogue survive a change of platform or of team.
Case: the 5,000-SKU ecommerce site that moved from a single ROAS to managing by profit 🔒 Subscribers
A real anonymised architecture for an online shop (fashion/home, 5,000 products, two countries) — from one PMax covering the whole catalogue at ROAS 4 to a hybrid structure by margin with standard Shopping, PMax by product family, catalogue Demand Gen, dynamic labels and feeds per country — with the numbers, the step-by-step migration and the role of POAS.
Tutorial · Ad customizers: prices, stock and text that update themselves inside RSAs 🔒 Subscribers
A step-by-step guide to creating customizer attributes (text, number, price, percentage) at account, campaign, ad group or keyword level, inserting them into responsive search ad headlines and descriptions with the {CUSTOMIZER.attribute:default value} syntax, feeding them from a sheet (business data) so they update in bulk, the {COUNTDOWN()} function for dated offers, and the usual validation errors.
Tutorial · Page feeds and business data: telling AI Max, DSA and PMax exactly which pages to advertise 🔑 With a free account
A step-by-step guide to the page feed (URL + labels) that controls which pages of your site dynamic ads, AI Max and PMax's URL expansion can use — how to create it, how to label it by category, how to attach it to a campaign and how to schedule it from a sheet; plus the other business data feeds (sitelinks, callouts and prices in bulk) and location assets from Business Profile.
Tutorial · Dynamic remarketing for businesses with no product catalogue: real estate, education, travel, services 🔒 Subscribers
A step-by-step guide to running dynamic ads when there is no Merchant Center — choosing the feed's vertical (real estate, education, flights, hotels, jobs, local deals or custom), preparing the sheet from the template, uploading it to business data, configuring the tag with the dynamic parameters (item ID, page type, value), creating the Display or Demand Gen campaign with the feed and the lists, and checking that each person sees what they viewed.
Merchant Center in depth I: the account, the policies and how to survive a suspension 🔑 With a free account
The anatomy of a Merchant Center (Next) account — verifying and claiming the website, shipping, returns and tax settings, business information, programmes — and the part nobody explains until it hurts — the Shopping policies, the difference between a product disapproval and an account suspension, the real reasons (misrepresentation, missing information, prices that do not add up, checkout), the preventive review and the step-by-step procedure for appealing and getting the account back.
Merchant Center in depth II: the feed specification, attribute by attribute 🔒 Subscribers
The feed as an editorial product — the required attributes and their exact meaning (id, title, description, link, image_link, price, availability, condition, brand, gtin, mpn), the ones that change performance (product_type, google_product_category, sale_price, shipping, additional_image_link, color/size/material/pattern, item_group_id, custom_label_0-4, product_highlight, product_detail), unique identifiers and their exception, the title rules that move impressions, variants done properly, data sources (file, Sheets, API, platform, automatic crawl), supplemental feeds and transformation rules, and the feed errors with their fixes.
Merchant Center in depth III: diagnostics, price and stock syncing, and catalogue quality as an advantage 🔒 Subscribers
How to read and manage Merchant Center Diagnostics — account, product and feed issues, the approved/limited/disapproved/pending statuses, the reprocessing windows — the number one problem (prices and availability out of sync) with its three solutions by shop size, the data quality score, products "limited by performance", automatic item updates, the real update frequency and a weekly catalogue maintenance routine.
Shopping in depth V: the Merchant Center reports nobody looks at — price competitiveness, best sellers, margin and listing performance 🔑 With a free account
The Merchant Center reports most people ignore and that decide the strategy — price competitiveness (your price against the benchmark, by product and category), price insights and suggested prices, best sellers and the fastest-growing products in the market (what sells even when you do not stock it), gross margin with cost_of_goods_sold, performance by product and by destination (ads vs free listings), and how to turn each report into a pricing, assortment or bidding decision — plus how to read them alongside Google Ads.
Shopping in depth VI: feed optimisation in practice — titles, labels, rules and automation with spreadsheets and scripts 🔒 Subscribers
The complete feed optimisation workshop without touching the shop — the supplemental feed in Google Sheets as a control layer, the title formula by vertical using real search terms, assigning custom labels automatically by performance, margin, price and seasonality with formulas and with scripts, the Merchant Center rules that are actually worth it, A/B testing titles, cleaning up descriptions and images, the weekly workflow and the limits of what can be automated.
Shopping in depth VII: promotions, reviews, badges, free listings, CSS in Europe and the Merchant Center programmes 🔒 Subscribers
Everything that makes your Shopping ad stand out against the one next to it — Merchant Center promotions (promotion feed, types, approval, the "special offer" badge), product ratings and seller ratings (Google Customer Reviews and aggregators), the automatic badges (price drop, fast delivery, free returns), the shipping and returns annotations, free listings, the Comparison Shopping Services programme in Europe and its 20% CSS discount, and which programme is worth it for each type of shop.
Shopping in depth VIII: local inventory, multi-client accounts, several countries and currencies, and running large catalogues 🔒 Subscribers
Scale — local inventory ads and the local storefront step by step (local product and inventory feeds, verification, Business Profile, in-store pickup), multi-client accounts and sub-accounts for agencies, marketplaces and brands with several shops, selling in several countries (feeds by country and language, currency conversion, international shipping, landing page language), catalogues with tens of thousands of SKUs (Merchant API, batch processing, limits), the feed strategy per marketplace and how to automate keeping watch over all of it.