Checklist de Contrôle d’Audit de Compte AdWords À l’aide De Scripts AdWords

Dans un ancien article on vous a parlé de la checklist de contrôle d’audit de compte AdWords. Et si on vous disait qu’une bonne partie de ce travail peut être automatisé à l’aide de scripts AdWords.

Le script suivant parcourt autant de vérifications que possible et essaie de signaler d’abord les zones à vérifier. Cela serait utile pour vous assurer qu’un compte que vous prenez en charge possède au moins les bases nécessaires.

Pour voir les résultats, exécutez le script dans votre compte, puis cliquez sur le lien « Afficher les détails » et cliquez sur le bouton « Journaux ». Vous devriez voir tous les avertissements que le script a trouvés.

Merci Russ pour le script

/************************************
* AdWords Account Audit Checklist
* Version 1.1
* ChangeLog v1.1 - Fixed issue with extension selector.
* Based on the blog post by Phil Kowalski
* http://www.wordstream.com/blog/ws/2013/07/02/adwords-account-audit-checklist
* Created By: Russ Savage
* FreeAdWordsScripts.com
************************************/
function main() {
  //1. Campaigns
  //  a. Target the right locations
  var includedLocList = ['United States','Canada']; // <-- the list of places your campaigns should be targeting
  verifyTargetedLocations(includedLocList);
  
  var excludedLocList = ['Europe']; // <-- the list of places your campaigns should be excluding
  verifyExcludedLocations(excludedLocList);
  
  //  b. Language - Can't be done using scripts yet :(
  //  c. Search vs Display
  verifySearchAndDisplay();
  
  //  d. Check Mobile Strategy
  verifyMobileModifiers();
  
  //2. AdGroups
  //  a. Check for AdGroups with more than 20-30 keywords
  var ADGROUP_SIZE = 25; // <-- this is the max number of keywords you want in an AdGroup
  verifyAdGroupSize(ADGROUP_SIZE);
  
  //  b. Check for topic. Difficult to do with scripts
  //  c. Check for ads
  var NUMBER_OF_ADS = 3; // <-- this is the minimum number of ads in an AdGroup
  verifyAdGroupNumberOfAds(NUMBER_OF_ADS);
  
  //3. Keywords
  //  a. Check for MatchTypes
  printMatchTypes();
  
  //4. Search Queries
  //  This analysis is probably worth it's own script
  
  //5. Other
  //  a. Conversion Tracking
  verifyConversionTracking();
  
  //  b. AdExtensions
  verifyAdExtensions();
}

function verifyConversionTracking() {
  //Assume that if the account has not had a conversion in 7 days, something is wrong.
  var campsWithConversions = AdWordsApp.campaigns()
    .withCondition('Status = ENABLED')
    .forDateRange('LAST_7_DAYS')
    .withCondition('Conversions > 0')
    .get().totalNumEntities();
  if(campsWithConversions == 0) {
    warn('Account is probably missing conversion tracking.');
  }
}

function verifyAdExtensions() {
  var campIter = AdWordsApp.campaigns().withCondition('Status = ENABLED').get();
  while(campIter.hasNext()) {
    var camp = campIter.next();
    var phoneNumExtCount = camp.extensions().phoneNumbers().get().totalNumEntities();
    if(phoneNumExtCount == 0) {
      warn('Campaign: "'+camp.getName()+'" is missing phone number extensions.');
    }
    var siteLinksExtCount = camp.extensions().sitelinks().get().totalNumEntities();
    if(siteLinksExtCount < 6) {
      warn('Campaign: "'+camp.getName()+'" could use more site links. Currently has: '+siteLinksExtCount);
    }
    var mobileAppsExtCount = camp.extensions().mobileApps().get().totalNumEntities();
    if(mobileAppsExtCount == 0) {
      warn('Campaign: "'+camp.getName()+'" is missing mobile apps extension.');
    }
  }
}

function printMatchTypes() {
  var numBroad = AdWordsApp.keywords()
    .withCondition('Status = ENABLED')
    .withCondition('AdGroupStatus = ENABLED')
    .withCondition('CampaignStatus = ENABLED')
    .withCondition('KeywordMatchType = BROAD')
    .get().totalNumEntities();
  var numPhrase = AdWordsApp.keywords()
    .withCondition('Status = ENABLED')
    .withCondition('AdGroupStatus = ENABLED')
    .withCondition('CampaignStatus = ENABLED')
    .withCondition('KeywordMatchType = PHRASE')
    .get().totalNumEntities();
  var numExact = AdWordsApp.keywords()
    .withCondition('Status = ENABLED')
    .withCondition('AdGroupStatus = ENABLED')
    .withCondition('CampaignStatus = ENABLED')
    .withCondition('KeywordMatchType = EXACT')
    .get().totalNumEntities();
  var total = numBroad+numPhrase+numExact;
  var percBroad = Math.round(numBroad/total*100);
  var percPhrase = Math.round(numPhrase/total*100);
  var percExact = Math.round(numExact/total*100);
  info('Out of a total of: '+total+' active keywords in your account:');
  info('\tBroad: '+numBroad+' or '+percBroad+'%');
  info('\tPhrase: '+numPhrase+' or '+percPhrase+'%');
  info('\tExact: '+numExact+' or '+percExact+'%');
}

function verifyAdGroupNumberOfAds(requiredNumberOfAds) {
  var agIter = AdWordsApp.adGroups()
    .withCondition('Status = ENABLED')
    .withCondition('CampaignStatus = ENABLED')
    .get();
  while(agIter.hasNext()) {
    var ag = agIter.next();
    var adCount = ag.ads().withCondition('Status = ENABLED').get().totalNumEntities();
    if(adCount < requiredNumberOfAds) {
      warn('Campaign: "'+ag.getCampaign().getName()+'" AdGroup: "'+ag.getName()+'" does not have enough ads: '+adCount);
    }
    if(adCount > (requiredNumberOfAds+2)) {
      warn('Campaign: "'+ag.getCampaign().getName()+'" AdGroup: "'+ag.getName()+'" has too many ads: '+adCount);
    }
  }
}

function verifyAdGroupSize(size) {
  var agIter = AdWordsApp.adGroups()
    .withCondition('Status = ENABLED')
    .withCondition('CampaignStatus = ENABLED')
    .get();
  while(agIter.hasNext()) {
    var ag = agIter.next();
    var kwSize = ag.keywords().withCondition('Status = ENABLED').get().totalNumEntities();
    if(kwSize >= size) {
      warn('Campaign: "'+ag.getCampaign().getName()+'" AdGroup: "'+ag.getName()+'" has too many keywords: '+kwSize);
    }
  }
}

function verifyMobileModifiers() {
  var campIter = AdWordsApp.campaigns().withCondition('Status = ENABLED').get();
  while(campIter.hasNext()) {
    var camp = campIter.next();
    var desktop = camp.targeting().platforms().desktop().get().next();
    //var tablet = camp.targeting().platforms().tablet().get().next();
    var mobile = camp.targeting().platforms().mobile().get().next();
    //check for mobile modifiers
    if(desktop.getBidModifier() == 1 && mobile.getBidModifier() == 1) {
      warn('Campaign: "'+camp.getName()+'" has no mobile modifier set.');
    }
  }
}

function verifyTargetedLocations(locList) {
  var campIter = AdWordsApp.campaigns().withCondition('Status = ENABLED').get();
  while(campIter.hasNext()) {
    var camp = campIter.next();
    var locIter = camp.targeting().targetedLocations().get();
    reportOnLocations(camp,locIter,locList);
  } 
}

function verifyExcludedLocations(locList) {
  var campIter = AdWordsApp.campaigns().withCondition('Status = ENABLED').get();
  while(campIter.hasNext()) {
    var camp = campIter.next();
    var locIter = camp.targeting().excludedLocations().get();
    reportOnLocations(camp,locIter,locList);
  } 
}

function reportOnLocations(camp,locIter,locList) {
  var campLocList = [];
  while(locIter.hasNext()) {
    var loc = locIter.next();
    campLocList.push(loc.getName());
    if(!locList) {
      warn('Campaign: "'+camp.getName()+'" targeting: "'+loc.getName()+'"');
    }
  }
  if(locList && campLocList.sort() != locList.sort()) {
    for(var i in campLocList) {
      if(locList.indexOf(campLocList[i]) == -1) {
        warn('Campaign: "'+camp.getName()+'" incorrectly targeting: "'+campLocList[i]+'"');
      }
    }
    for(var i in locList) {
      if(campLocList.indexOf(locList[i]) == -1) {
        warn('Campaign: "'+camp.getName()+'" not targeting: "'+locList[i]+'"');
      }
    }
  }
}

function verifySearchAndDisplay() {
  var API_VERSION = { includeZeroImpressions : false };
  var cols = ['CampaignId','CampaignName','AdNetworkType1','Impressions'];
  var report = 'CAMPAIGN_PERFORMANCE_REPORT';
  var query = ['select',cols.join(','),'from',report,'during','LAST_30_DAYS'].join(' ');
  var results = {}; // { campId : { agId : [ row, ... ], ... }, ... }
  var reportIter = AdWordsApp.report(query, API_VERSION).rows();
  while(reportIter.hasNext()) {
    var row = reportIter.next();
    if(results[row.CampaignId]) {
      warn('Campaign: "'+row.CampaignName+'" is targeting the Display and Search networks.');
    } else {
      results[row.CampaignId] = row;
    }
  }
  return results;
}

function warn(msg) {
  Logger.log('WARNING: '+msg);
}

function info(msg) {
  Logger.log(msg);
}

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/************************************

* AdWords Account Audit Checklist

* Version 1.1

* ChangeLog v1.1 - Fixed issue with extension selector.

* Based on the blog post by Phil Kowalski

* http://www.wordstream.com/blog/ws/2013/07/02/adwords-account-audit-checklist

* Created By: Russ Savage

* FreeAdWordsScripts.com

************************************/

function main() {

//1. Campaigns

// a. Target the right locations

var includedLocList = ['United States','Canada']; // <-- the list of places your campaigns should be targeting

verifyTargetedLocations(includedLocList);

var excludedLocList = ['Europe']; // <-- the list of places your campaigns should be excluding

verifyExcludedLocations(excludedLocList);

// b. Language - Can't be done using scripts yet :(

// c. Search vs Display

verifySearchAndDisplay();

// d. Check Mobile Strategy

verifyMobileModifiers();

//2. AdGroups

// a. Check for AdGroups with more than 20-30 keywords

var ADGROUP_SIZE = 25; // <-- this is the max number of keywords you want in an AdGroup

verifyAdGroupSize(ADGROUP_SIZE);

// b. Check for topic. Difficult to do with scripts

// c. Check for ads

var NUMBER_OF_ADS = 3; // <-- this is the minimum number of ads in an AdGroup

verifyAdGroupNumberOfAds(NUMBER_OF_ADS);

//3. Keywords

// a. Check for MatchTypes

printMatchTypes();

//4. Search Queries

// This analysis is probably worth it's own script

//5. Other

// a. Conversion Tracking

verifyConversionTracking();

// b. AdExtensions

verifyAdExtensions();

}

function verifyConversionTracking() {

//Assume that if the account has not had a conversion in 7 days, something is wrong.

var campsWithConversions = AdWordsApp.campaigns()

.withCondition('Status = ENABLED')

.forDateRange('LAST_7_DAYS')

.withCondition('Conversions > 0')

.get().totalNumEntities();

if(campsWithConversions == 0) {

warn('Account is probably missing conversion tracking.');

}

function verifyAdExtensions() {

var campIter = AdWordsApp.campaigns().withCondition('Status = ENABLED').get();

while(campIter.hasNext()) {

var camp = campIter.next();

var phoneNumExtCount = camp.extensions().phoneNumbers().get().totalNumEntities();

if(phoneNumExtCount == 0) {

warn('Campaign: "'+camp.getName()+'" is missing phone number extensions.');

}

var siteLinksExtCount = camp.extensions().sitelinks().get().totalNumEntities();

if(siteLinksExtCount < 6) {

warn('Campaign: "'+camp.getName()+'" could use more site links. Currently has: '+siteLinksExtCount);

}

var mobileAppsExtCount = camp.extensions().mobileApps().get().totalNumEntities();

if(mobileAppsExtCount == 0) {

warn('Campaign: "'+camp.getName()+'" is missing mobile apps extension.');

}

function printMatchTypes() {

var numBroad = AdWordsApp.keywords()

.withCondition('Status = ENABLED')

.withCondition('AdGroupStatus = ENABLED')

.withCondition('CampaignStatus = ENABLED')

.withCondition('KeywordMatchType = BROAD')

.get().totalNumEntities();

var numPhrase = AdWordsApp.keywords()

.withCondition('Status = ENABLED')

.withCondition('AdGroupStatus = ENABLED')

.withCondition('CampaignStatus = ENABLED')

.withCondition('KeywordMatchType = PHRASE')

.get().totalNumEntities();

var numExact = AdWordsApp.keywords()

.withCondition('Status = ENABLED')

.withCondition('AdGroupStatus = ENABLED')

.withCondition('CampaignStatus = ENABLED')

.withCondition('KeywordMatchType = EXACT')

.get().totalNumEntities();

var total = numBroad+numPhrase+numExact;

var percBroad = Math.round(numBroad/total*100);

var percPhrase = Math.round(numPhrase/total*100);

var percExact = Math.round(numExact/total*100);

info('Out of a total of: '+total+' active keywords in your account:');

info('\tBroad: '+numBroad+' or '+percBroad+'%');

info('\tPhrase: '+numPhrase+' or '+percPhrase+'%');

info('\tExact: '+numExact+' or '+percExact+'%');

}

function verifyAdGroupNumberOfAds(requiredNumberOfAds) {

var agIter = AdWordsApp.adGroups()

.withCondition('Status = ENABLED')

.withCondition('CampaignStatus = ENABLED')

.get();

while(agIter.hasNext()) {

var ag = agIter.next();

var adCount = ag.ads().withCondition('Status = ENABLED').get().totalNumEntities();

if(adCount < requiredNumberOfAds) {

warn('Campaign: "'+ag.getCampaign().getName()+'" AdGroup: "'+ag.getName()+'" does not have enough ads: '+adCount);

}

if(adCount > (requiredNumberOfAds+2)) {

warn('Campaign: "'+ag.getCampaign().getName()+'" AdGroup: "'+ag.getName()+'" has too many ads: '+adCount);

}

function verifyAdGroupSize(size) {

var agIter = AdWordsApp.adGroups()

.withCondition('Status = ENABLED')

.withCondition('CampaignStatus = ENABLED')

.get();

while(agIter.hasNext()) {

var ag = agIter.next();

var kwSize = ag.keywords().withCondition('Status = ENABLED').get().totalNumEntities();

if(kwSize >= size) {

warn('Campaign: "'+ag.getCampaign().getName()+'" AdGroup: "'+ag.getName()+'" has too many keywords: '+kwSize);

}

function verifyMobileModifiers() {

var campIter = AdWordsApp.campaigns().withCondition('Status = ENABLED').get();

while(campIter.hasNext()) {

var camp = campIter.next();

var desktop = camp.targeting().platforms().desktop().get().next();

//var tablet = camp.targeting().platforms().tablet().get().next();

var mobile = camp.targeting().platforms().mobile().get().next();

//check for mobile modifiers

if(desktop.getBidModifier() == 1 && mobile.getBidModifier() == 1) {

warn('Campaign: "'+camp.getName()+'" has no mobile modifier set.');

}

function verifyTargetedLocations(locList) {

var campIter = AdWordsApp.campaigns().withCondition('Status = ENABLED').get();

while(campIter.hasNext()) {

var camp = campIter.next();

var locIter = camp.targeting().targetedLocations().get();

reportOnLocations(camp,locIter,locList);

}

function verifyExcludedLocations(locList) {

var campIter = AdWordsApp.campaigns().withCondition('Status = ENABLED').get();

while(campIter.hasNext()) {

var camp = campIter.next();

var locIter = camp.targeting().excludedLocations().get();

reportOnLocations(camp,locIter,locList);

}

function reportOnLocations(camp,locIter,locList) {

var campLocList = [];

while(locIter.hasNext()) {

var loc = locIter.next();

campLocList.push(loc.getName());

if(!locList) {

warn('Campaign: "'+camp.getName()+'" targeting: "'+loc.getName()+'"');

}

if(locList && campLocList.sort() != locList.sort()) {

for(var i in campLocList) {

if(locList.indexOf(campLocList[i]) == -1) {

warn('Campaign: "'+camp.getName()+'" incorrectly targeting: "'+campLocList[i]+'"');

}

for(var i in locList) {

if(campLocList.indexOf(locList[i]) == -1) {

warn('Campaign: "'+camp.getName()+'" not targeting: "'+locList[i]+'"');

}

function verifySearchAndDisplay() {

var API_VERSION = { includeZeroImpressions : false };

var cols = ['CampaignId','CampaignName','AdNetworkType1','Impressions'];

var report = 'CAMPAIGN_PERFORMANCE_REPORT';

var query = ['select',cols.join(','),'from',report,'during','LAST_30_DAYS'].join(' ');

var results = {}; // { campId : { agId : [ row, ... ], ... }, ... }

var reportIter = AdWordsApp.report(query, API_VERSION).rows();

while(reportIter.hasNext()) {

var row = reportIter.next();

if(results[row.CampaignId]) {

warn('Campaign: "'+row.CampaignName+'" is targeting the Display and Search networks.');

} else {

results[row.CampaignId] = row;

}

return results;

}

function warn(msg) {

Logger.log('WARNING: '+msg);

}

function info(msg) {

Logger.log(msg);

}

Checklist de Contrôle d’Audit de Compte AdWords À l’aide De Scripts AdWords

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