Search query analysis script

[David Moorcroft]

Hi,

I'm having trouble getting the script below to work in my AdWords account and have reached a bit of an impasse - would anyone be able to triage it and help please?

It's essentially there to help me find parts of search queries to see if certain words are valuable or not.

Many thanks in advance!

function main() {

//////////////////////////////////////////////////////////////////////////////
// Options

var startDate = "2015-04-01";
var endDate = "2015-04-30";
// 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 campaignNameContains = "";
// Use this if you only want to look at some campaigns
// such as campaigns with names containing 'Brand' or 'Shopping'.
// Leave as "" if not wanted.

var spreadsheetUrl = "https://docs.google.com/YOUR-SPREADSHEET-URL-HERE";
// The URL of the Google Doc the results will be put into.


//////////////////////////////////////////////////////////////////////////////

// Thresholds

var impressionThreshold = 10;
var clickThreshold = 0;
var costThreshold = 0;
var conversionThreshold = 0;
// Words will be ignored if their statistics are lower than any of these thresholds


//////////////////////////////////////////////////////////////////////////////
// Find the negative keywords

var negativesByGroup = [];
var negativesByCampaign = [];
var sharedSetData = [];
var sharedSetNames = [];
var sharedSetCampaigns = [];
var dateRange = startDate.replace(/-/g, "") + "," + endDate.replace(/-/g, "");
var activeCampaignIds = [];

// Gather ad group level negative keywords

var keywordReport = AdWordsApp.report(
"SELECT CampaignId, AdGroupId, KeywordText, KeywordMatchType " +
"FROM   KEYWORDS_PERFORMANCE_REPORT " +
"WHERE CampaignStatus = ENABLED AND AdGroupStatus = ENABLED AND Status = ENABLED AND IsNegative = TRUE " +
"AND CampaignName CONTAINS_IGNORE_CASE '" + campaignNameContains + "' " +
"DURING " + dateRange);

var keywordRows = keywordReport.rows();
while (keywordRows.hasNext()) {
var keywordRow = keywordRows.next();

if (negativesByGroup[keywordRow["AdGroupId"]] == undefined) {
negativesByGroup[keywordRow["AdGroupId"]] = 
[[keywordRow["KeywordText"].toLowerCase(),keywordRow["KeywordMatchType"].toLowerCase()]];
} else {

negativesByGroup[keywordRow["AdGroupId"]].push([keywordRow["KeywordText"].toLowerCase(),keywordRow["KeywordMatchType"].toLowerCase()]);
}

if (activeCampaignIds.indexOf(keywordRow["CampaignId"]) < 0) {
activeCampaignIds.push(keywordRow["CampaignId"]);
}
}//end while

// Gather campaign level negative keywords

var campaignNegReport = AdWordsApp.report(
"SELECT CampaignId, KeywordText, KeywordMatchType " +
"FROM   CAMPAIGN_NEGATIVE_KEYWORDS_PERFORMANCE_REPORT " +
"WHERE  IsNegative = TRUE " +
"AND CampaignId IN [" + activeCampaignIds.join(",") + "]"
);
var campaignNegativeRows = campaignNegReport.rows();
while (campaignNegativeRows.hasNext()) {
var campaignNegativeRow = campaignNegativeRows.next();

if (negativesByCampaign[campaignNegativeRow["CampaignId"]] == undefined) {
negativesByCampaign[campaignNegativeRow["CampaignId"]] = [[campaignNegativeRow["KeywordText"].toLowerCase(),campaignNegativeRow["KeywordMatchType"].toLowerCase()]];
} else {

negativesByCampaign[campaignNegativeRow["CampaignId"]].push([campaignNegativeRow["KeywordText"].toLowerCase(),campaignNegativeRow["KeywordMatchType"].toLowerCase()]);
}
}//end while

// Find which campaigns use shared negative keyword sets

var campaignSharedReport = AdWordsApp.report(
"SELECT CampaignName, CampaignId, SharedSetName, SharedSetType, Status " +
"FROM   CAMPAIGN_SHARED_SET_REPORT " +
"WHERE SharedSetType = NEGATIVE_KEYWORDS " +
"AND CampaignName CONTAINS_IGNORE_CASE '" + campaignNameContains + "'");
var campaignSharedRows = campaignSharedReport.rows();
while (campaignSharedRows.hasNext()) {
var campaignSharedRow = campaignSharedRows.next();

if (sharedSetCampaigns[campaignSharedRow["SharedSetName"]] == undefined) {
sharedSetCampaigns[campaignSharedRow["SharedSetName"]] = [campaignSharedRow["CampaignId"]];
} else {

sharedSetCampaigns[campaignSharedRow["SharedSetName"]].push(campaignSharedRow["CampaignId"]);
}
}//end while

// Map the shared sets' IDs (used in the criteria report below)
// to their names (used in the campaign report above)

var sharedSetReport = AdWordsApp.report(
"SELECT Name, SharedSetId, MemberCount, ReferenceCount, Type " +
"FROM   SHARED_SET_REPORT " +
"WHERE ReferenceCount > 0 AND Type = NEGATIVE_KEYWORDS ");
var sharedSetRows = sharedSetReport.rows();
while (sharedSetRows.hasNext()) {
var sharedSetRow = sharedSetRows.next();
sharedSetNames[sharedSetRow["SharedSetId"]] = sharedSetRow["Name"];
}//end while

// Collect the negative keyword text from the sets,
// and record it as a campaign level negative in the campaigns that use the set

var sharedSetReport = AdWordsApp.report(
"SELECT SharedSetId, KeywordMatchType, KeywordText " +
"FROM   SHARED_SET_CRITERIA_REPORT ");
var sharedSetRows = sharedSetReport.rows();
while (sharedSetRows.hasNext()) {
var sharedSetRow = sharedSetRows.next();
var setName = sharedSetNames[sharedSetRow["SharedSetId"]];
if (sharedSetCampaigns[setName] !== undefined) {
for (var i=0; i<sharedSetCampaigns[setName].length; i++) {
var campaignId = sharedSetCampaigns[setName][i];
if (negativesByCampaign[campaignId] == undefined) {
negativesByCampaign[campaignId] = 
[[sharedSetRow["KeywordText"].toLowerCase(),sharedSetRow["KeywordMatchType"].toLowerCase()]];
} else {

negativesByCampaign[campaignId].push([sharedSetRow["KeywordText"].toLowerCase(),sharedSetRow["KeywordMatchType"].toLowerCase()]);
}
}
}
}//end while

Logger.log("Finished negative keyword lists.");

//////////////////////////////////////////////////////////////////////////////
// Defines the statistics to download or calculate, and their formatting

var statColumns = ["Clicks", "Impressions", "Cost", "ConvertedClicks", "ConversionValue"];
var calculatedStats = [["CTR","Clicks","Impressions"],
["CPC","Cost","Clicks"],
["Conv. Rate","ConvertedClicks","Clicks"],
["Cost / conv.","Cost","ConvertedClicks"],
["Conv. value/cost","ConversionValue","Cost"]]
var currencyFormat = currencySymbol + "#,##0.00";
var formatting = ["#,##0", "#,##0", currencyFormat, "#,##0", currencyFormat,"0.00%",currencyFormat,"0.00%",currencyFormat,"0.00%"];


//////////////////////////////////////////////////////////////////////////////
// Go through the search query report, remove searches already excluded by negatives
// record the performance of each word in each remaining query

var queryReport = AdWordsApp.report(
"SELECT CampaignName, CampaignId, AdGroupId, AdGroupName, Query, " + statColumns.join(", ") + " " +
"FROM SEARCH_QUERY_PERFORMANCE_REPORT " +
"WHERE CampaignStatus = ENABLED AND AdGroupStatus = ENABLED " +
"AND CampaignName CONTAINS_IGNORE_CASE '" + campaignNameContains + "' " +
"DURING " + dateRange);

var campaignSearchWords = [];
var totalSearchWords = [];
var totalSearchWordsKeys = [];
var numberOfWords = [];

var queryRows = queryReport.rows();
while (queryRows.hasNext()) {
var queryRow = queryRows.next();
var searchIsExcluded = false;

// Checks if the query is excluded by an ad group level negative

if (negativesByGroup[queryRow["AdGroupId"]] !== undefined) {
for (var i=0; i<negativesByGroup[queryRow["AdGroupId"]].length; i++) {
if ( (negativesByGroup[queryRow["AdGroupId"]][i][1] == "exact" &&
queryRow["Query"] == negativesByGroup[queryRow["AdGroupId"]][i][0]) ||
(negativesByGroup[queryRow["AdGroupId"]][i][1] != "exact" &&
(" "+queryRow["Query"]+" ").indexOf(" "+negativesByGroup[queryRow["AdGroupId"]][i][0]+" ") > -1 )){
searchIsExcluded = true;
break;
}
}
}

// Checks if the query is excluded by a campaign level negative

if (!searchIsExcluded && negativesByCampaign[queryRow["CampaignId"]] !== undefined) {
for (var i=0; i<negativesByCampaign[queryRow["CampaignId"]].length; i++) {
if ( (negativesByCampaign[queryRow["CampaignId"]][i][1] == "exact" &&
queryRow["Query"] == negativesByCampaign[queryRow["CampaignId"]][i][0]) ||
(negativesByCampaign[queryRow["CampaignId"]][i][1]!= "exact" &&
(" "+queryRow["Query"]+" ").indexOf(" "+negativesByCampaign[queryRow["CampaignId"]][i][0]+" ") > -1 )){
searchIsExcluded = true;
break;
}
}
}

if (searchIsExcluded) {continue;}
// if the search is already excluded by the current negatives,
// we ignore it and go on to the next query

var currentWords = queryRow["Query"].split(" ");
var doneWords = [];

if (campaignSearchWords[queryRow["CampaignName"]] == undefined) {
campaignSearchWords[queryRow["CampaignName"]] = [];
}

var wordLength = currentWords.length;
if (wordLength > 6) {
wordLength = "7+";
}
if (numberOfWords[wordLength] == undefined) {
numberOfWords[wordLength] = [];
}
for (var i=0; i<statColumns.length; i++) {
if (numberOfWords[wordLength][statColumns[i]] > 0) {
numberOfWords[wordLength][statColumns[i]] += parseFloat(queryRow[statColumns[i]].replace(/,/g, ""));
} else {
numberOfWords[wordLength][statColumns[i]] = parseFloat(queryRow[statColumns[i]].replace(/,/g, ""));
}
}


// Splits the query into words and records the stats for each

for (var w=0;w<currentWords.length;w++) {
if (doneWords.indexOf(currentWords[w]) < 0) { //if this word hasn't been in the query yet

if (campaignSearchWords[queryRow["CampaignName"]][currentWords[w]] == undefined) {
campaignSearchWords[queryRow["CampaignName"]][currentWords[w]] = [];
}
if (totalSearchWords[currentWords[w]] == undefined) {
totalSearchWords[currentWords[w]] = [];
totalSearchWordsKeys.push(currentWords[w]);
}

for (var i=0; i<statColumns.length; i++) {
var stat = parseFloat(queryRow[statColumns[i]].replace(/,/g, ""));
if (campaignSearchWords[queryRow["CampaignName"]][currentWords[w]][statColumns[i]] > 0) {
campaignSearchWords[queryRow["CampaignName"]][currentWords[w]][statColumns[i]] += stat;
} else {
campaignSearchWords[queryRow["CampaignName"]][currentWords[w]][statColumns[i]] = stat;
}
if (totalSearchWords[currentWords[w]][statColumns[i]] > 0) {
totalSearchWords[currentWords[w]][statColumns[i]] += stat;
} else {
totalSearchWords[currentWords[w]][statColumns[i]] = stat;
}
}

doneWords.push(currentWords[w]);
}//end if
}//end for
}//end while

Logger.log("Finished analysing queries.");


//////////////////////////////////////////////////////////////////////////////
// Output the data into the spreadsheet

var campaignSearchWordsOutput = [];
var campaignSearchWordsFormat = [];
var totalSearchWordsOutput = [];
var totalSearchWordsFormat = [];
var wordLengthOutput = [];
var wordLengthFormat = [];

// Add headers

var calcStatNames = [];
for (var s=0; s<calculatedStats.length; s++) {
calcStatNames.push(calculatedStats[s][0]);
}
var statNames = statColumns.concat(calcStatNames);
campaignSearchWordsOutput.push(["Campaign","Word"].concat(statNames));
totalSearchWordsOutput.push(["Word"].concat(statNames));
wordLengthOutput.push(["Word count"].concat(statNames));

// Output the campaign level stats

for (var campaign in campaignSearchWords) {
for (var word in campaignSearchWords[campaign]) {

if (campaignSearchWords[campaign][word]["Impressions"] < impressionThreshold) {continue;}
if (campaignSearchWords[campaign][word]["Clicks"] < clickThreshold) {continue;}
if (campaignSearchWords[campaign][word]["Cost"] < costThreshold) {continue;}
if (campaignSearchWords[campaign][word]["ConvertedClicks"] < conversionThreshold) {continue;}

// skips words under the thresholds

var printline = [campaign, word];

for (var s=0; s<statColumns.length; s++) {
printline.push(campaignSearchWords[campaign][word][statColumns[s]]);
}

for (var s=0; s<calculatedStats.length; s++) {
var multiplier = calculatedStats[s][1];
var divisor = calculatedStats[s][2];
if (campaignSearchWords[campaign][word][divisor] > 0) {
printline.push(campaignSearchWords[campaign][word][multiplier] / campaignSearchWords[campaign][word][divisor]);
} else {
printline.push("-");
}
}

campaignSearchWordsOutput.push(printline);
campaignSearchWordsFormat.push(formatting);
}
} // end for


totalSearchWordsKeys.sort(function(a,b) {return totalSearchWords[b]["Cost"] - totalSearchWords[a]["Cost"];});

for (var i = 0; i<totalSearchWordsKeys.length; i++) {
var word = totalSearchWordsKeys[i];

if (totalSearchWords[word]["Impressions"] < impressionThreshold) {continue;}
if (totalSearchWords[word]["Clicks"] < clickThreshold) {continue;}
if (totalSearchWords[word]["Cost"] < costThreshold) {continue;}
if (totalSearchWords[word]["ConvertedClicks"] < conversionThreshold) {continue;}

// skips words under the thresholds

var printline = [word];

for (var s=0; s<statColumns.length; s++) {
printline.push(totalSearchWords[word][statColumns[s]]);
}

for (var s=0; s<calculatedStats.length; s++) {
var multiplier = calculatedStats[s][1];
var divisor = calculatedStats[s][2];
if (totalSearchWords[word][divisor] > 0) {
printline.push(totalSearchWords[word][multiplier] / totalSearchWords[word][divisor]);
} else {
printline.push("-");
}
}

totalSearchWordsOutput.push(printline);
totalSearchWordsFormat.push(formatting);
} // end for

for (var i = 1; i<8; i++) {
if (i < 7) {
var wordLength = i;
} else {
var wordLength = "7+";
}

var printline = [wordLength];

if (numberOfWords[wordLength] == undefined) {
printline.push([0,0,0,0,"-","-","-","-"]);
} else {
for (var s=0; s<statColumns.length; s++) {
printline.push(numberOfWords[wordLength][statColumns[s]]);
}

for (var s=0; s<calculatedStats.length; s++) {
var multiplier = calculatedStats[s][1];
var divisor = calculatedStats[s][2];
if (numberOfWords[wordLength][divisor] > 0) {
printline.push(numberOfWords[wordLength][multiplier] / numberOfWords[wordLength][divisor]);
} else {
printline.push("-");
}
}
}

wordLengthOutput.push(printline);
wordLengthFormat.push(formatting);
} // end for

// Finds available names for the new sheets

var campaignWordName = "Campaign Word Analysis";
var totalWordName = "Total Word Analysis";
var wordCountName = "Word Count Analysis";
var campaignWordSheet = SpreadsheetApp.openByUrl(spreadsheetUrl).getSheetByName(campaignWordName);
var totalWordSheet = SpreadsheetApp.openByUrl(spreadsheetUrl).getSheetByName(totalWordName);
var wordCountSheet = SpreadsheetApp.openByUrl(spreadsheetUrl).getSheetByName(wordCountName);
var i = 1;
while (campaignWordSheet != null || wordCountSheet != null || totalWordSheet != null) {
campaignWordName = "Campaign Word Analysis " + i;
totalWordName = "Total Word Analysis " + i;
wordCountName = "Word Count Analysis " + i;
campaignWordSheet = SpreadsheetApp.openByUrl(spreadsheetUrl).getSheetByName(campaignWordName);
totalWordSheet = SpreadsheetApp.openByUrl(spreadsheetUrl).getSheetByName(totalWordName);
wordCountSheet = SpreadsheetApp.openByUrl(spreadsheetUrl).getSheetByName(wordCountName);
i++;
}
campaignWordSheet = SpreadsheetApp.openByUrl(spreadsheetUrl).insertSheet(campaignWordName);
totalWordSheet = SpreadsheetApp.openByUrl(spreadsheetUrl).insertSheet(totalWordName);
wordCountSheet = SpreadsheetApp.openByUrl(spreadsheetUrl).insertSheet(wordCountName);

campaignWordSheet.getRange("R1C1").setValue("Analysis of Words in Search Query Report, By Campaign");
wordCountSheet.getRange("R1C1").setValue("Analysis of Search Query Performance by Words Count");

if (campaignNameContains == "") {
totalWordSheet.getRange("R1C1").setValue("Analysis of Words in Search Query Report, By Account");
} else {
totalWordSheet.getRange("R1C1").setValue("Analysis of Words in Search Query Report, Over All Campaigns Containing '" + campaignNameContains + "'");
}

campaignWordSheet.getRange("R2C1:R" + (campaignSearchWordsOutput.length+1) + "C" + campaignSearchWordsOutput[0].length).setValues(campaignSearchWordsOutput);
campaignWordSheet.getRange("R3C3:R" + (campaignSearchWordsOutput.length+1) + "C" + (formatting.length+2)).setNumberFormats(campaignSearchWordsFormat);
totalWordSheet.getRange("R2C1:R" + (totalSearchWordsOutput.length+1) + "C" + totalSearchWordsOutput[0].length).setValues(totalSearchWordsOutput);
totalWordSheet.getRange("R3C2:R" + (totalSearchWordsOutput.length+1) + "C" + (formatting.length+1)).setNumberFormats(totalSearchWordsFormat);
wordCountSheet.getRange("R2C1:R" + (wordLengthOutput.length+1) + "C" + wordLengthOutput[0].length).setValues(wordLengthOutput);
wordCountSheet.getRange("R3C2:R" + (wordLengthOutput.length+1) + "C" + (formatting.length+1)).setNumberFormats(wordLengthFormat);

[Anthony Madrigal]

Hi David,

We only support AdWords API related questions on this forum. Please post in the AdWords Scripts Forum so that their team will be able to help you.

Regards,

Anthony

AdWords API Team