Bidadjustments for audiences

To gain more insight into the performance of your visitors and customers, I always add target groups to campaigns. This allows you to make bid adjustments based on the performance of these target groups. Depending on the customer, we sometimes added 100 different target groups to a campaign. Instead of tracking these target groups every week and changing bid adjustments, we have automated this process.

Settings

In the script you can only adjust the following things:

• LOG: Specify whether the script should report the intermediate steps by adjusting the value to 'true'.
• DATE_RANGE: The script looks at the conversions and costs over this period.
• MINIMUM_CONVERSIONS: Set a minimum number of conversions for an audience. If an audience has less conversions, we won't set a bidadjustment.
• MINIMUM_COST: Set a minimum amount of cost for an audience. If an audience has spend less, we won't set a bidadjustment.
• CAMPAIGN_LABEL: Select campaigns by using a label.
• MAX_BID: Bidadjustment won't be higher then set here.
• MIN_BID: Bidadjustment won't be lower then set here.

Scheduling: To generate sufficient data we advise to run the script once a week.

// Copyright 2019. Increase BV. All Rights Reserved.
//
// Created By: Tibbe van Asten
// for Increase B.V.
// 
// Created: 01-03-2019
// Last update: 17-05-2019
//
// ABOUT THE SCRIPT
// With this script we adjust the biddings for audiences in 
// active campaigns.
//
////////////////////////////////////////////////////////////////////

var config = {

  LOG : true,
  DATE_RANGE : "LAST_30_DAYS",
  
  // Optional: Use minimum conversions and/or cost to select audiences
  // Leave empty to skip
  MINIMUM_CONVERIONS : "",
  MINIMUM_COST : "",
  
  // Optional: Use a campaignlabel to make a selection.
  // Leave empty to skip
  CAMPAIGN_LABEL : "",
  
  // Bidadjustments won't be higher then MAX_BID and not lower then MIN_BID
  // Examples: 1.2 = +20%, 0.8 = -20%, 2 = +100%
  MAX_BID : 1.2,
  MIN_BID : 0.8
  
}

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

function main() {
  
  // We start by getting all active campaigns
  var campaignIterator = campaignSelector();
  
  while(campaignIterator.hasNext()) {
  	var campaign = campaignIterator.next();    
    var campaignCpa = campaign.getStatsFor(config.DATE_RANGE).getCost() / campaign.getStatsFor(config.DATE_RANGE).getConversions();
    
    	if(config.LOG === true) {
        	Logger.log("Campagne: " + campaign.getName()); 
          	Logger.log("Campagne CPA: " + campaignCpa); 
          	Logger.log("-----");
        }
    
    // Within the campaign, we will check for audiences
    var audienceIterator = audienceSelector(campaign);

    while(audienceIterator.hasNext()) {
      var audience = audienceIterator.next();

      var audienceCpa = audience.getStatsFor(config.DATE_RANGE).getCost() / audience.getStatsFor(config.DATE_RANGE).getConversions();
      var newAudienceBid = campaignCpa / audienceCpa;

        if(config.LOG === true && isNaN(newAudienceBid) === false && isFinite(audienceCpa) === true && audience.isEnabled() === true && isNaN(audienceCpa) === false) {
          Logger.log("Audience: " + audience.getName()); 
          Logger.log("Audience CPA: " + audienceCpa);
          Logger.log("Suggested Audience bid: " + newAudienceBid);
        }         	
      
      // If there is an audience CPA, we will place a bidadjustment
      if(isNaN(newAudienceBid) === false && isFinite(audienceCpa) === true && audience.bidding().getBidModifier() !== newAudienceBid && audience.isEnabled() === true) {
        	if(newAudienceBid < config.MIN_BID) { newAudienceBid = config.MIN_BID; }
        	if(newAudienceBid > config.MAX_BID) { newAudienceBid = config.MAX_BID; }
        
        	audience.bidding().setBidModifier(newAudienceBid);        
        	Logger.log("Bidadjustment " + audience.getName() + " changed to " + newAudienceBid);
        	Logger.log(" ");
      }

    } // audience iterator    
    
    if(config.LOG === true){
      Logger.log(" ");
    }
    
  } // campaign iterator
  
} // function main()

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

function campaignSelector(){

  if(config.CAMPAIGN_LABEL != ""){
    var campaignSelector = AdsApp
      .campaigns()
      .withCondition("Status = ENABLED")
      .withCondition("LabelNames CONTAINS_ANY ['" + config.CAMPAIGN_LABEL + "']")
      .get();
  } else{
    var campaignSelector = AdsApp
      .campaigns()
      .withCondition("Status = ENABLED")
      .get();
  }
  
  return campaignSelector;
  
} // function campaignSelector()

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

function audienceSelector(campaign){

  // When no limitations are set
  if(config.MINIMUM_CONVERIONS == "" && config.MINIMUM_COST == ""){
    var audienceSelector = campaign
      .targeting()
      .audiences()
      .get();
  }
  
  // When a converions minimum is set
  if(config.MINIMUM_CONVERIONS != "" && config.MINIMUM_COST == ""){
    var audienceSelector = campaign
      .targeting()
      .audiences()
      .withCondition("Conversions > " + config.MINIMUM_CONVERIONS)
      .forDateRange(config.DATE_RANGE)
      .get();
  }
  
  // When a cost minimum is set
  if(config.MINIMUM_CONVERIONS == "" && config.MINIMUM_COST != ""){
    var audienceSelector = campaign
      .targeting()
      .audiences()
      .withCondition("Cost > " + config.MINIMUM_COST)
      .forDateRange(config.DATE_RANGE)
      .get();
  }
  
  // When cost and conversion minima are set
  if(config.MINIMUM_CONVERIONS != "" && config.MINIMUM_COST != ""){
    var audienceSelector = campaign
      .targeting()
      .audiences()
      .withCondition("Conversions > " + config.MINIMUM_CONVERSIONS)
      .withCondition("Cost > " + config.MINIMUM_COST)
      .forDateRange(config.DATE_RANGE)
      .get();
  }
  
  return audienceSelector;
  
} // function audienceSelector()