This script looks at all search terms in campaigns to ensure that overpriced search terms are automatically excluded. Because the desired CPA can vary per campaign, we work with labels in this script. By applying a label to a campaign and mentioning the desired CPA in it, too expensive keywords are found.
When a search term in a campaign is the same as the corresponding keyword, the search term can not be excluded, but the search term is paused. In addition, it can naturally occur that keywords are longer than 10 words, so that they can not be excluded exactly. That is why search terms longer than 10 words are shortened to 10 words and excluded as the phrase.
There is little to set for these scripts except for the following:
- LOG: Specify whether the script should report the intermediate steps by adjusting the value to 'true'.
- THRESHOLD_MULTIPLIER: This variable applies to search terms without conversions. When these search terms have costs that are higher than (desired CPA * this variable) they are excluded. This way you can give search terms the chance to spend more than the desired CPA to still achieve a conversion.