AdWords Script: New Keyword Suggestions Based on Shopping Search Terms

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Google Shopping is enjoying more and more popularity, and it can also be useful for classic text ad campaigns: The valuable search queries that Shopping provides can be used to profitably develop text ad campaigns. Unfortunately, it still requires a considerable amount of manual effort to determine which Shopping search queries should be included in text ad campaigns.

For this reason, we’ve developed an MCC-level AdWords script which allows users to regularly search up to 25 accounts for valuable search queries from Shopping campaigns and check these against existing keywords in their text ad accounts. The necessary settings for each account can be adjusted using a simple Google Spreadsheet.

Today, I’d like to introduce this script and make it available to you.

What’s This Script Supposed to Do?

Before going into step-by-step instructions for how to install the script, here’s a quick summary of the functions that the script performs:

  1. It reads all of the settings out of a Google Spreadsheet.
  2. It carries out steps 3 through 9 for all accounts to which it’s applied.
  3. It selects all shopping campaigns in an account which have had impressions over the last few days.
  4. Based on the selected time period and KPI filters, it gathers all search queries for these campaigns via the search terms report tool.
  5. If the report contains more than 10,000 search queries, it only uses the first 10,000 (limit for the keyword selector).
  6. Using the selector AdWordsApp.keywords(), it retrieves all keywords which are already in the account.
  7. It compares the results and deletes the overlap.
  8. It returns suggestions for new keywords in the corresponding spreadsheet tab.
  9. Finally, the script informs users via e-mail when new suggestions are available.

Sounds pretty good, right? Let’s take a look at the installation process.

Step-by-Step Setup

In order for the script to function correctly, the Shopping campaigns and text ad campaigns must be in the same account.

Step 1: Create a Copy of the Spreadsheet

First, simply make a copy of the following spreadsheet: https://goo.gl/hJIyqI

Rename the spreadsheet however you’d like. Sharing for the AdWords Script should be enabled for whoever authorized it and for all colleagues who would like to work with it.

Step 2: Enter Account Details into the Spreadsheet

For the script to work, information for at least one account should be entered into the spreadsheet’s “Settings” tab. Fill in the following information for each account: the account ID, a unique name (of your choice), a time frame for the search query report, relevant recipients’ e-mail addresses, and the desired filter options.

Table1_Template

Be sure to select reasonable KPIs: on the one hand, this reduces the likelihood of exceeding the maximum runtime; on the other, it yields the most relevant possible results. “Conversions > 0” is an ideal constraint.

Since the script’s runtime is limited, it’s important to keep an eye on the runtimes of the individual accounts. If the runtimes present a problem, simply adjust the constraints on the search queries, for example, by increasing the number of required clicks.

For an especially large account, it may be a good idea to save a separate copy of the spreadsheet and use it only for that account.

Step 3: Apply the AdWords Script

Scripts can be accessed on the MCC-Level in AdWords under “Bulk Operations” (NOT to be confused with scripts on the account level!).

Bulk-Scripts

After applying the new script, delete all of the default example code, then copy and paste the following code in its place:

/**

* MCC-Script - Shopping SQRs for Search using Google Spreadsheet

*/

/*

* Please edit! Change SPREADSHEET_URL to the url of your copy!

*/

var SPREADSHEET_URL = "ENTER_YOUR_SPREADSHEET_URL_HERE";

// Include script

var URL = "https://drive.google.com/uc?id=0Bx_XxUWnxDEBWmx2cjlqYWF3WFU";

eval(UrlFetchApp.fetch(URL).getContentText());

function main() {

// This script requires additional rights, do not delete the lines below

  MccApp.accounts()

  MailApp.getRemainingDailyQuota()

  SpreadsheetApp.getActive()

  AppsScarippedMain().processAllAccounts(SPREADSHEET_URL);

}

The spreadsheet URL from step 1 should be used as “SPREADSHEET_URL” here. Next, give the script an appropriate name, and hit save.

The complete Scala Source Code is available at GitHub: https://goo.gl/I02roJ. It is compiled to Java Script so that it can be used with AdWords. The latter is available as a Google Doc and is inserted using the Java Script function eval(): https://drive.google.com/file/d/0Bx_XxUWnxDEBWmx2cjlqYWF3WFU/view?usp=sharing

Step 4: Authorise the Script

The script should now be operational. Simply click “Preview” to run the script for the first time.  A few questions will pop up about administrative privileges, which must all be confirmed. Once this is done, the Script should create a tab for all of the accounts entered in the spreadsheet, and then add the search queries. For this step, it may be necessary to run the preview once more.

Step 5: Set the Schedule

You can select a frequency for the script in the AdWords Interface so that it runs regularly. We recommend once a week. Individual accounts can be excluded at any time by selecting “no” in the “Activated” column. The script then ignores these accounts the next time it runs.

The Results? New Potential.

Once the script has been installed, you can get started right away. From now on, all returned search queries which are not already present in the text ad campaigns will be saved in a new tab (under the name selected in the settings) and sorted by KPI 1 from highest to lowest. If this tab is not already present in the spreadsheet, it will be automatically created by the template. If the tab already exists, its data will be overwritten.

Finally, the script sends an overview e-mail to all addresses entered for each account with a link to the spreadsheet. This is ideal for PPC managers who have little time and would like to be informed about new potential automatically.

In the near future, we plan to regularly publish scripts based on our company’s internal Scala AdWords Script Editor. This editor allows us to use simple versioning and auto-complete, and it has a compiler on board which minimizes unnecessary testing in the AdWords Interface. The code is added to AdWords using eval(). This also simplifies updates across multiple accounts.

Copyright 2015 crealytics GmbH

Licensed under the Apache License, Version 2.0 (the “License”); you may not use this file except in compliance with the License. You may obtain a copy of the License at http://www.apache.org/licenses/LICENSE-2.0


Unless required by applicable law or agreed to in writing, software distributed under the License is distributed on an “AS IS” BASIS, WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either expressed or implied. See the License for the specific language governing permissions and limitations under the License.

ABOUT THE AUTHOR


Jörn-Heiko Raußendorff

Heiko von Raußendorff works as Product Owner of the Innohub (innovation development team). He has over 10 years working experience in the online industry including PPC.