The following script runs through as many of the checks as possible and tries to report areas to check out first. This would be useful for making sure that an account you take over has at least the basics going for it.
To see the results, run the script in your account, then click on the "View details" link and hit the "Logs" button. You should see all the warnings that the script found. Try it out and let me know what additional checks you might add.
Thanks,
Russ
/************************************
* 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);
}
