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Exclude non-branded search terms in branded Shopping ad groups. This script works for one or more products per ad group and with multiple brands.
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When building the Google Shopping campaigns, a split between branded traffic and non-branded traffic is often chosen. The statistics of branded campaigns are often more positive than non-branded campaigns and to optimize bids, it is advisable to make this split into accounts.
By using the prioritization in Shopping campaigns, non-branded search terms enter the campaign with the highest priority. In this campaign, branded search terms are excluded, so that you now have a branded and a non-branded campaign.
Although in theory a nice structure of the campaign structure, in practice it always appears that this is not watertight. Despite the proper setting of the priorities and exclusions, we will receive non-branded search terms in the branded campaigns. This is annoying for account optimization, because there is now too high a bid for non-branded search terms. The only solution is to exclude all non-branded terms in the brand campaigns. Because this can take a lot of time if you do this manually, we have automated this process with the script below.
This scripts works for different campaign structures. To use this script, the tree structure in an ad group must be broken down to product level. The script examines for each ad group which product groups are contained therein, collects the brand names of these product groups and then compares them with the search terms in the ad groups. Does none of the brand names appear in the search terms? Then the search term is excluded.
To make sure all brandnames are found, the brandname will be split if existing out of multiple words. Each separate word will be checked in the query. You can also enable the check for acronyms.
To run this script properly, you don't have to set much:
Frequency: Schedule this script to run hourly.
// Copyright 2020. Increase BV. All Rights Reserved.
//
// Created By: Tibbe van Asten
// for Increase B.V.
//
// Created: 21-03-2019
// Last update: 18-09-2020
//
// ABOUT THE SCRIPT
// With this script you can exclude non-branded queries
// from branded shopping campaigns. The brand is taken from the Merchant Center.
// By doing this every day, the accountstructure will remain clean.
//
////////////////////////////////////////////////////////////////////
var config = {
LOG : true,
// Connect Merchant Center. Add user to MC that runs this script.
// Also enable Advanced API 'Shopping Content'.
MERCHANT_ID : "123456789",
TARGET_COUNTRY : "NL",
// Label all checked adgroups.
LABEL_ADGROUPS : "Non-Brand Excluded",
// Select only your branded campaigns by campaignname.
FILTER_CAMPAIGN_NAME : "[B]",
// If you want to use MPN or EAN as branded keywords, set to true.
USE_MPN : true,
USE_EAN : true,
// If you don't want to use acronyms as brandname, set to false.
USE_ACRONYMS : true,
// Optionally, use a spreadsheet for brand typo's or different languages.
// Copy the following sheet: https://docs.google.com/spreadsheets/d/1fAxCYsksEljl71LljDzk4jkfBtSTg2ur1zyGnvXOU1E/copy
// Leave empty when you don't want to use this.
BRAND_MAPPING_SHEET_URL : "",
BRAND_MAPPING_SHEET_NAME : "Mapping"
}
////////////////////////////////////////////////////////////////////
function main() {
checkLabel();
var values = connectSheet();
var products = connectMerchant();
var adGroupIterator = selectAdgroups();
if(config.LOG === true){
Logger.log("Products collected from Merchant Center");
Logger.log("Connected Brand Mapping Sheet");
Logger.log("Selected adgroups to check");
Logger.log(" ");
}
// When all adgroups are checked, all labels will be removed to start again
if(adGroupIterator.totalNumEntities() == 0) {
var adGroupIterator = AdsApp
.shoppingAdGroups()
.withCondition("LabelNames CONTAINS_ANY ['"+config.LABEL_ADGROUPS+"']")
.withCondition("CampaignName CONTAINS '"+config.FILTER_CAMPAIGN_NAME+"'")
.withCondition("CampaignStatus = ENABLED")
.get();
while(adGroupIterator.hasNext()) {
var adGroup = adGroupIterator.next();
adGroup.removeLabel(config.LABEL_ADGROUPS);
}
}
while(adGroupIterator.hasNext()){
var adGroup = adGroupIterator.next();
if(config.LOG === true){
Logger.log("Selected " + adGroup.getName());
}
var brands = [];
var brands = selectBrands(adGroup, products, brands, values);
if(brands.length > 0){
var keywordCount = 0;
// Select queries within this adgroup
var report = AdsApp.report(
"SELECT Query " +
"FROM SEARCH_QUERY_PERFORMANCE_REPORT " +
"WHERE AdGroupId = '" + adGroup.getId() + "' " +
"AND QueryTargetingStatus = NONE"
);
var rows = report.rows();
while (rows.hasNext()) {
var row = rows.next();
var query = trimQuery(row);
Logger.log(query);
// This variable will define if a query is excluded or not. If false, the query will
// be excluded. If set to true, we will keep the query.
var match = false;
for(var i = 0;i < brands.length;i++){
var brandSplitLength = brands[i].replace("'", " ").replace("-", " ").replace("&", "").replace(" ", " ").split(" ").length;
var brandSplit = brands[i].replace("'", " ").replace("-", " ").replace("&", "").replace(" ", " ").split(" ");
// It's possible that parts of a brandname are present in a query.
// In that case, we will treat the query as branded
if(brandSplitLength > 1) {
for (var x = 0; x < brandSplit.length; x++) {
if(brandSplit[x].match(/[a-z]/g)){
if((query.indexOf(brandSplit[x]) > -1 || query.indexOf(brandSplit[x].replace("é", "e")) > -1) && brandSplit[x].match(/[a-z]/g).length > 1){
var match = true;
break;
}
}
}
}
// After looking at parts of the brandname, we want to know if the brandname
// is present or the brandname without numbers or spaces is present in the query.
if(match === false && (query.indexOf(brands[i]) > 1 || query.indexOf(brandSplit) > -1)) {
var match = true;
break;
}
// The last thing we'll check, is acronyms. Like th for Tommy Hilfiger or hb for Hugo Boss
// These therms will also not be excluded
if(match === false && brandSplitLength > 1 && config.USE_ACRONYMS === true){
var acronym = brands[i].match(/\b(\w)/g).join('').toLowerCase();
if(query.indexOf(acronym) > -1){
var match = true;
break;
}
}
} // brandsIterator
// If no match is found in the query, we will exclude the query from the adgroup
if(match === false){
adGroup.createNegativeKeyword(query);
if(keywordCount == 0){
if(config.LOG === true){
Logger.log(" ");
Logger.log("Campaign: " + adGroup.getCampaign().getName() + ", Adgroup: " + adGroup.getName());
Logger.log("---");
}
} keywordCount++;
Logger.log("EXCLUDED: " + query + " in " + adGroup.getName());
}
} // rowIterator
} // if brands exist
adGroup.applyLabel(config.LABEL_ADGROUPS);
if(config.LOG === true){
Logger.log("Label added to " + adGroup.getName());
}
if(config.LOG === true){
Logger.log(" ");
}
} // adGroupIterator
Logger.log(" ");
Logger.log("Thanks for using this custom script by Tibbe van Asten. Winning!");
} // function main()
////////////////////////////////////////////////////////////////////
function connectSheet(){
if(config.BRAND_MAPPING_SHEET_URL != "" && config.BRAND_MAPPING_SHEET_NAME != ""){
// Connect to the spreadsheet
var ss = SpreadsheetApp.openByUrl(config.BRAND_MAPPING_SHEET_URL);
var sheet = ss.getSheetByName(config.BRAND_MAPPING_SHEET_NAME);
var range = sheet.getDataRange();
var values = range.getValues();
}
return values;
} // connectSheet()
////////////////////////////////////////////////////////////////////
function connectMerchant(){
if(config.MERCHANT == "123456789"){
throw Error("Change the Merchant ID in the settings");
}
var pageToken;
var pageNum = 1;
var maxResults = 250;
var products = [];
do {
var productList = ShoppingContent.Products.list(config.MERCHANT_ID, {
pageToken: pageToken,
maxResults: maxResults
});
if (productList.resources) {
for (var i = 0; i < productList.resources.length; i++) {
// We'll focus only on Polijstmachines for NL that are in stock.
if(productList.resources[i]["targetCountry"] == config.TARGET_COUNTRY && productList.resources[i]["availability"] == "in stock"){
products.push(productList.resources[i]);
}
}
}
pageToken = productList.nextPageToken;
pageNum++;
} while (pageToken);
return products;
} // function connectMerchant
////////////////////////////////////////////////////////////////////
function selectAdgroups(){
if(config.FILTER_CAMPAIGN_NAME == ""){
var adGroupIterator = AdsApp
.shoppingAdGroups()
.withCondition("Status = ENABLED")
.withCondition("CampaignStatus = ENABLED")
.withCondition("LabelNames CONTAINS_NONE ['"+config.LABEL_ADGROUPS+"']")
.get();
} else {
var adGroupIterator = AdsApp
.shoppingAdGroups()
.withCondition("Status = ENABLED")
.withCondition("CampaignStatus = ENABLED")
.withCondition("CampaignName CONTAINS_IGNORE_CASE '"+config.FILTER_CAMPAIGN_NAME+"'")
.withCondition("LabelNames CONTAINS_NONE ['"+config.LABEL_ADGROUPS+"']")
.get();
}
return adGroupIterator;
} // function selectAdgroups()
////////////////////////////////////////////////////////////////////
function checkLabel(){
if(config.LABEL_ADGROUPS !== "" && !AdsApp.labels().withCondition("Name = '"+config.LABEL_ADGROUPS+"'").get().hasNext()) {
AdsApp.createLabel(config.LABEL_ADGROUPS);
Logger.log("Label " + config.LABEL_ADGROUPS + " created");
Logger.log(" ");
}
} // function checkLabel()
////////////////////////////////////////////////////////////////////
function selectBrands(adGroup, products, brands, values) {
var productGroups = [];
var productGroupIterator = adGroup
.productGroups()
.withCondition("PartitionType = UNIT")
.withCondition("ProductGroup DOES_NOT_CONTAIN ' *'")
.withCondition("ProductGroup DOES_NOT_CONTAIN 'OtherCase'")
.get();
while(productGroupIterator.hasNext()){
var productGroup = productGroupIterator.next();
productGroups.push(productGroup.getValue());
var brand = checkValue(products, productGroup.getValue(), "brand") || "";
var mpn = checkValue(products, productGroup.getValue(), "mpn") || "";
var gtin = checkValue(products, productGroup.getValue(), "gtin") || "";
if(config.LOG === true){
Logger.log("Selected product: " + productGroup.getValue() + ". Brand: " + brand);
}
// Only add new brands
if(brands.indexOf(brand.toLowerCase()) < 0 && brand != ""){
brands.push(brand.toLowerCase());
if(config.LOG === true){
Logger.log("Added " + brand + " to brands");
}
}
// Add MPN as branded keywords
if(config.USE_MPN === true && brands.indexOf(mpn.toLowerCase()) < 0 && mpn != ""){
brands.push(mpn.toLowerCase());
}
// Add EAN as branded keywords
if(config.USE_EAN === true && brands.indexOf(gtin.toLowerCase()) < 0 && gtin != ""){
brands.push(gtin.toLowerCase());
}
// Check sheet for additional brandname alternatives
if(brand != "" && config.BRAND_MAPPING_SHEET_URL != "" && config.BRAND_MAPPING_SHEET_NAME != ""){
for(var i = 1;i < values.length;i++){
if(values[i][0] == brand){
for(var x = 1;x < values[i].length;x++){
if(brands.indexOf(values[i][x].toLowerCase()) < 0){
brands.push(values[i][x].toLowerCase());
}
} // brandIterator
}
} // sheetIterator
} // check brand mapping
} // productGroupIterator
return brands;
} // function selectBrands()
////////////////////////////////////////////////////////////////////
function checkValue(products, productId, field) {
for (var i = 0; i < products.length; i++) {
if(products[i]["offerId"] == productId || products[i]["offerId"] == productId.toUpperCase()){
var value = products[i][field];
break;
} // if statement
} // for statement
return value;
} // function checkValue()
////////////////////////////////////////////////////////////////////
function trimQuery(row){
// When the searchquery exceeds the limit of 10 words, we will split
// the query and put max. 10 words back together as a phrasematch query
var query = "";
if (row["Query"].split(" ").length < 10) {
query = "[" + row["Query"] + "]";
} else {
for (var i = 0; (i < row["Query"].split(" ").length) && (i < 10); i++){
query += row["Query"].split(" ")[i] + " ";
}
query = '"' + query.replace(/\s+$/,'') + '"';
}
return query;
} // function trimQuery()
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