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Script to find potential negatives based on search queries that contain an existing phrase negative.
/**
*
* Expanding Phrase Match Negatives
*
* This script searches for all occurrences of phrase match negatives in search
* queries resulting from typos. Outputs a report to a Google Doc spreadsheet.
*
* Version: 1.0
* Google AdWords Script maintained on brainlabsdigital.com
*
**/
function main() {
//////////////////////////////////////////////////////////////////////////////
// Options
var phraseMatchNegative = "phrase match negative";
// The phrase match negative that you would like to analyse
var useCaseSensitiveSearch = false;
// Only compare search queries where the case matches
// e.g. If set to true: For the phrase 'Free', 'freeman' would be ignored.
var startDate = '2018-01-01';
var endDate = '2018-01-31';
// The start and end date of the date range for your search query data
// Format is yyyy-mm-dd
var currencySymbol = "£";
// The currency symbol used for formatting. For example "£", "$" or "€".
var campaignNameDoesNotContain = [];
// Use this if you want to exclude some campaigns.
// For example ["Display"] would ignore any campaigns with 'Display' in the name,
// while ["Display","Shopping"] would ignore any campaigns with 'Display' or
// 'Shopping' in the name.
// Leave as [] to not exclude any campaigns.
var campaignNameContains = [];
// Use this if you only want to look at some campaigns.
// For example ["Brand"] would only look at campaigns with 'Brand' in the name,
// while ["Brand","Generic"] would only look at campaigns with 'Brand' or 'Generic'
// in the name.
// Leave as [] to include all campaigns.
var ignorePausedCampaigns = true;
// Set this to true to only look at currently active campaigns.
// Set to false to include campaigns that had impressions but are currently paused.
var ignorePausedAdGroups = true;
// Set this to true to only look at currently active ad groups.
// Set to false to include ad groups that had impressions but are currently paused.
var spreadsheetUrl = "https://docs.google.com/YOUR-SPREADSHEET-URL-HERE";
// The URL of the Google Doc the results will be put into.
var clearSpreadsheet = true;
// If true, data already in the spreadsheet will be overwritten.
//////////////////////////////////////////////////////////////////////////////
// Thresholds
var impressionThreshold = 10;
var clickThreshold = 0;
var costThreshold = 0;
var conversionThreshold = 0;
// Suggested negatives will not be reported for your phrase match negative if their statistics
// are lower than any of these thresholds
//////////////////////////////////////////////////////////////////////////////
// The actual code starts here
var spreadsheet = checkSpreadsheet(spreadsheetUrl, 'the spreadsheet');
var campaignSheet = makeSheet(spreadsheet, 'Campaign Phrase Analysis');
var accountSheet = makeSheet(spreadsheet, 'Account Phrase Analysis');
// Get the IDs of the campaigns to look at
var activeCampaignIds = getCampaignIds(campaignNameDoesNotContain, campaignNameContains, ignorePausedCampaigns);
//////////////////////////////////////////////////////////////////////////////
// Define the statistics to download or calculate, and their formatting
var statColumns = ["Clicks", "Impressions", "Cost", "Conversions", "ConversionValue"];
var calculatedStats = [["CTR","Clicks","Impressions"],
["CPC","Cost","Clicks"],
["Conv. Rate","Conversions","Clicks"],
["Cost / conv.","Cost","Conversions"],
["Conv. value/cost","ConversionValue","Cost"]];
var currencyFormat = currencySymbol + "#,##0.00";
var formatting = ["#,##0", "#,##0", "#,##0", currencyFormat, "#,##0", currencyFormat,"0.00%",currencyFormat,"0.00%",currencyFormat,"0.00%"];
//////////////////////////////////////////////////////////////////////////////
// Go through the search query report, record the performance of each
// occurrence of phrase match negative
var dateRange = startDate.replace(/-/g, "") + "," + endDate.replace(/-/g, "");
if(startDate == '' || endDate == ''){
throw ("Problem with date range. Start Date and End Date cannot be blank");
}
if (ignorePausedAdGroups) {
var whereAdGroupStatus = "AND AdGroupStatus = ENABLED ";
} else {
var whereAdGroupStatus = "AND AdGroupStatus IN ['ENABLED','PAUSED'] ";
}
var queryReport = AdWordsApp.report(
"SELECT CampaignName, CampaignId, AdGroupId, AdGroupName, Query, MonthOfYear, " + statColumns.join(", ") + " " +
"FROM SEARCH_QUERY_PERFORMANCE_REPORT " +
"WHERE CampaignId IN [" + activeCampaignIds.join(",") + "] " + whereAdGroupStatus +
"DURING " + dateRange);
var suggestedNegativesByCampaign = {};
var suggestedNegativesByAccount = {};
phraseMatchNegative = phraseMatchNegative.trim().toLowerCase();
var queryRows = queryReport.rows();
if(!queryRows.hasNext()) {
throw('The search query report has returned empty. Consider adjusting your options.')
}
while (queryRows.hasNext()) {
queryRow = queryRows.next();
var query = queryRow["Query"];
if(query.indexOf(phraseMatchNegative) > -1) {
var matchedPhrase = extractSubstringContainingPhraseMatchNegative(query, phraseMatchNegative);
if(suggestedNegativesByCampaign[matchedPhrase] == undefined) {
suggestedNegativesByAccount[matchedPhrase] = {};
suggestedNegativesByAccount[matchedPhrase]['Query Count'] = 1;
suggestedNegativesByCampaign[matchedPhrase] = {};
suggestedNegativesByCampaign[matchedPhrase][queryRow['CampaignName']] = {};
suggestedNegativesByCampaign[matchedPhrase][queryRow['CampaignName']]['Query Count'] = 1;
for (var s=0; s<statColumns.length; s++) {
suggestedNegativesByCampaign[matchedPhrase][queryRow['CampaignName']][statColumns[s]] = parseFloat(queryRow[statColumns[s]]);
suggestedNegativesByAccount[matchedPhrase][statColumns[s]] = parseFloat(queryRow[statColumns[s]]);
}
}else {
if(suggestedNegativesByCampaign[matchedPhrase][queryRow['CampaignName']] == undefined) {
suggestedNegativesByCampaign[matchedPhrase][queryRow['CampaignName']] = {};
suggestedNegativesByCampaign[matchedPhrase][queryRow['CampaignName']]['Query Count'] = 1;
suggestedNegativesByAccount[matchedPhrase]['Query Count'] += 1;
for (var s=0; s<statColumns.length; s++) {
suggestedNegativesByCampaign[matchedPhrase][queryRow['CampaignName']][statColumns[s]] = parseFloat(queryRow[statColumns[s]]);
suggestedNegativesByAccount[matchedPhrase][statColumns[s]] += parseFloat(queryRow[statColumns[s]]);
}
}else {
suggestedNegativesByCampaign[matchedPhrase][queryRow['CampaignName']]['Query Count'] += 1;
suggestedNegativesByAccount[matchedPhrase]['Query Count'] += 1;
for (var s=0; s<statColumns.length; s++) {
suggestedNegativesByCampaign[matchedPhrase][queryRow['CampaignName']][statColumns[s]] += parseFloat(queryRow[statColumns[s]]);
suggestedNegativesByAccount[matchedPhrase][statColumns[s]] += parseFloat(queryRow[statColumns[s]]);
}
}
}
}
}
Logger.log("Finished analysing queries.");
//////////////////////////////////////////////////////////////////////////////
// Output the data into the spreadsheet
var campaignOutputs = [];
var campaignFormats = [];
var accountOutputs = [];
var accountFormats = [];
var campaignHeaders = ['Suggested Negative', 'Campaign', 'Query Count'].concat(statColumns).concat(calculatedStats.map(function(x){return x[0];}));
var accountHeaders = ['Suggested Negative', 'Query Count'].concat(statColumns).concat(calculatedStats.map(function(x){return x[0];}));
campaignOutputs.push(campaignHeaders);
accountOutputs.push(accountHeaders);
for(var keyword in suggestedNegativesByCampaign) {
var accountOutputRow = [keyword];
for(var campaign in suggestedNegativesByCampaign[keyword] ) {
var campaignOutputRow = [keyword];
if(suggestedNegativesByCampaign[keyword][campaign]['Impressions'] < impressionThreshold) {continue;}
if(suggestedNegativesByCampaign[keyword][campaign]['Clicks'] < clickThreshold) {continue;}
if(suggestedNegativesByCampaign[keyword][campaign]['Cost'] < costThreshold) {continue;}
if(suggestedNegativesByCampaign[keyword][campaign]['Conversions'] < conversionThreshold) {continue;}
campaignOutputRow.push(campaign);
campaignOutputRow.push(suggestedNegativesByCampaign[keyword][campaign]['Query Count']);
for (var s=0; s<statColumns.length; s++) {
campaignOutputRow.push(suggestedNegativesByCampaign[keyword][campaign][statColumns[s]]);
}
for (var s in calculatedStats) {
var cs = calculatedStats[s];
if(suggestedNegativesByCampaign[keyword][campaign][cs[2]] != 0) {
campaignOutputRow.push(suggestedNegativesByCampaign[keyword][campaign][cs[1]]/suggestedNegativesByCampaign[keyword][campaign][cs[2]])
} else {
campaignOutputRow.push('-');
}
}
campaignOutputs.push(campaignOutputRow);
campaignFormats.push(["0", "0"].concat(formatting));
}
if(suggestedNegativesByAccount[keyword]['Impressions'] < impressionThreshold) {continue;}
if(suggestedNegativesByAccount[keyword]['Clicks'] < clickThreshold) {continue;}
if(suggestedNegativesByAccount[keyword]['Cost'] < costThreshold) {continue;}
if(suggestedNegativesByAccount[keyword]['Conversions'] < conversionThreshold) {continue;}
accountOutputRow.push(suggestedNegativesByAccount[keyword]['Query Count']);
for (var s=0; s<statColumns.length; s++) {
accountOutputRow.push(suggestedNegativesByAccount[keyword][statColumns[s]]);
}
for (var s in calculatedStats) {
var cs = calculatedStats[s];
if(suggestedNegativesByCampaign[keyword][campaign][cs[2]] != 0) {
accountOutputRow.push(suggestedNegativesByAccount[keyword][cs[1]]/suggestedNegativesByAccount[keyword][cs[2]])
} else {
accountOutputRow.push('-');
}
}
accountOutputs.push(accountOutputRow);
accountFormats.push(["0"].concat(formatting));
}
var filterText = "";
if (ignorePausedAdGroups) {
filterText = "Active ad groups";
} else {
filterText = "All ad groups";
}
if (ignorePausedCampaigns) {
filterText += " in active campaigns";
} else {
filterText += " in all campaigns";
}
if (campaignNameContains != "") {
filterText += " containing '" + campaignNameContains + "'";
if (campaignNameDoesNotContain != "") {
filterText += " and not containing '" + campaignNameDoesNotContain + "'";
}
} else if (campaignNameDoesNotContain != "") {
filterText += " not containing '" + campaignNameDoesNotContain + "'";
}
writeOutput(campaignOutputs, campaignFormats, campaignSheet, phraseMatchNegative, filterText, clearSpreadsheet);
writeOutput(accountOutputs, accountFormats, accountSheet, phraseMatchNegative, filterText, clearSpreadsheet);
Logger.log("Finished writing to spreadsheet.")
} // end main function
function makeSheet(spreadsheet, sheetName) {
var sheet = spreadsheet.getSheetByName(sheetName);
if (sheet == undefined) {
sheet = spreadsheet.insertSheet(sheetName);
}
return sheet;
}
// Check the spreadsheet URL has been entered, and that it works
function checkSpreadsheet(spreadsheetUrl, spreadsheetName) {
if (spreadsheetUrl.replace(/[AEIOU]/g,"X") == "https://docs.google.com/YXXR-SPRXXDSHXXT-XRL-HXRX") {
throw("Problem with " + spreadsheetName + " URL: make sure you've replaced the default with a valid spreadsheet URL.");
}
try {
var spreadsheet = SpreadsheetApp.openByUrl(spreadsheetUrl);
// Checks if you can edit the spreadsheet
var sheet = spreadsheet.getSheets()[0];
var sheetName = sheet.getName();
sheet.setName(sheetName);
return spreadsheet;
} catch (e) {
throw("Problem with " + spreadsheetName + " URL: '" + e + "'");
}
}
// Get the IDs of campaigns which match the given options
function getCampaignIds(campaignNameDoesNotContain, campaignNameContains, ignorePausedCampaigns) {
var whereStatement = "WHERE ";
var whereStatementsArray = [];
var campaignIds = [];
if (ignorePausedCampaigns) {
whereStatement += "CampaignStatus = ENABLED ";
} else {
whereStatement += "CampaignStatus IN ['ENABLED','PAUSED'] ";
}
for (var i=0; i<campaignNameDoesNotContain.length; i++) {
whereStatement += "AND CampaignName DOES_NOT_CONTAIN_IGNORE_CASE '" + campaignNameDoesNotContain[i].replace(/"/g,'\\\"') + "' ";
}
if (campaignNameContains.length == 0) {
whereStatementsArray = [whereStatement];
} else {
for (var i=0; i<campaignNameContains.length; i++) {
whereStatementsArray.push(whereStatement + 'AND CampaignName CONTAINS_IGNORE_CASE "' + campaignNameContains[i].replace(/"/g,'\\\"') + '" ');
}
}
for (var i=0; i<whereStatementsArray.length; i++) {
var campaignReport = AdWordsApp.report(
"SELECT CampaignId " +
"FROM CAMPAIGN_PERFORMANCE_REPORT " +
whereStatementsArray[i] +
"DURING LAST_30_DAYS");
var rows = campaignReport.rows();
while (rows.hasNext()) {
var row = rows.next();
campaignIds.push(row['CampaignId']);
}
}
if (campaignIds.length == 0) {
throw("No campaigns found with the given settings.");
}
Logger.log(campaignIds.length + " campaigns found");
return campaignIds;
}
function extractSubstringContainingPhraseMatchNegative(query, keyword) {
var keywordLength = keyword.length;
var queryLength = query.length;
var keywordStart = query.indexOf(keyword);
var nextSpace = query.indexOf(" ", keywordStart + keywordLength);
nextSpace = (nextSpace > -1) ? nextSpace: queryLength;
var reverseQuery = reverseString(query);
var previousSpace = reverseQuery.indexOf(" ", queryLength - keywordStart - 1);
previousSpace = (previousSpace > -1) ? queryLength - previousSpace: 0;
return query.substring(previousSpace, nextSpace);
}
function reverseString(str) {
var split = str.split("");
var reverse = split.reverse();
return reverse.join("");
}
function writeOutput(outputArray, formatArray, sheet, keyword, filterText, clearSpreadsheet) {
if (clearSpreadsheet) {
sheet.clear();
}
sheet.getRange("R1C1").setValue("Analysis of '" + keyword + "' in Search Query Report.");
sheet.getRange("R" + (sheet.getLastRow() + 2) + "C1").setValue(filterText);
var lastRow = sheet.getLastRow();
if (formatArray.length == 0) {
sheet.getRange("R" + (lastRow + 1) + "C1").setValue("No " + keyword + " found within the thresholds.");
} else {
sheet.getRange("R" + (lastRow + 1) + "C1:R" + (lastRow+outputArray.length) + "C" + outputArray[0].length).setValues(outputArray);
sheet.getRange("R" + (lastRow + 2) + "C1:R" + (lastRow+outputArray.length) + "C" + formatArray[0].length).setNumberFormats(formatArray);
var sortByColumns = [];
sortByColumns.push({column: 2, ascending: true});
sortByColumns.push({column: outputArray[0].indexOf("Cost") + 1, ascending: false});
sortByColumns.push({column: outputArray[0].indexOf("Impressions") + 1, ascending: false});
sheet.getRange("R" + (lastRow + 2) + "C1:R" + (lastRow+outputArray.length) + "C" + outputArray[0].length).sort(sortByColumns);
}
}
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