Find Underperforming Placements & Opportunities On Google Display Network

gdn-placement-analysis

// This script reviews your GDN placements for the following conditions:
// 1) Placements that are converting at less than $40
// 2) Placements that have cost more than $50 but haven't converted
// 3) Placements that have more than 5K impressions and less than .10 CTR

function main() {
   
  var body = "<h2>Google Display Network Alert</h2>";
  body += "<h3>Placements that are converting at less than $40:</h3> " ;
  body += "<ul>";
  
  var list = runLowCostAndConvertingReport();
  
  for (i=0; i < list.length; i++) {
    body += "<li><strong>" + list[i].placement + "</strong> - " + list[i].adgroup + ' - $' + list2[i].cost + "</li>";
    
  } 
  body += "</ul>";
  
  body += "<h3>Placements that have cost more than $50 but haven't converted:</h3> " ;
  body += "<ul>";
  
  var list2 = runHighCostNoConversionsReport();

   for (i=0; i < list2.length; i++) {
    body += "<li><strong>" + list2[i].placement + "</strong> - " + list2[i].adgroup + ' - $' + list2[i].cost + "</li>";
    
  } 
  body += "</ul>";

  body += "<h3>Placements that have more than 5K impressions and less than .10 CTR:</h3> " ;
  body += "<ul>";

  var list3 = runLowCtrAndHighImpressionsReport();
  
   for (i=0; i < list3.length; i++) {
    body += "<li><strong>" + list3[i].placement + "</strong> - " + list3[i].adgroup +" - " + parseFloat(list3[i].clicks/list3[i].impressions).toFixed(4) + "% - " + list3[i].clicks + " clicks - " + list3[i].impressions + ' impressions ' + "</li>";
    
  } 
  body += "</ul>";
  
  MailApp.sendEmail('[email protected]','Display Network Alerts ', body,{htmlBody: body}); 
}

function runLowCostAndConvertingReport()
{
	list = [];
	
	// Any placement detail (individual page) that has converted 2 or more times with CPA below $40
	var report = AdWordsApp.report(
     'SELECT Url, CampaignName, AdGroupName, Clicks, Impressions, Conversions, Cost ' +
     'FROM URL_PERFORMANCE_REPORT ' +
     'WHERE Cost < 40000000 ' +
     'AND Conversions >= 2 ' + 
     'DURING LAST_30_DAYS');

  var rows = report.rows();

	 while (rows.hasNext()) {
           
       var row = rows.next();      
       
      var anonymous = row['Url'].match(/anonymous\.google/g);
       if (anonymous == null) { 
	 	   var placement = row['Url'];

       var campaign = row['CampaignName'];
		   var adgroup = row['AdGroupName'];
		   var clicks = row['Clicks'];
		   var impressions = row['Impressions'];
		   var conversions = row['Conversions'];
		   var cost = row['Cost'];
		   
		   var placementDetail = new placementObject(placement, campaign, adgroup, clicks, impressions, conversions, cost);
           
		   list.push(placementDetail);
       } 
	 }
	 return list;
}
function runLowCtrAndHighImpressionsReport()
{
	list = [];
	
	// Any placement detail (individual page) that has converted 2 or more times with CPA below $40
	var report = AdWordsApp.report(
     'SELECT Url, CampaignName, AdGroupName, Clicks, Impressions, Conversions, Cost ' +
     'FROM URL_PERFORMANCE_REPORT ' +
     'WHERE Impressions > 5000 ' +
     'AND Ctr < 0.1 ' + 
     'DURING LAST_30_DAYS');

  var rows = report.rows();

	 while (rows.hasNext()) {
           
       var row = rows.next();      
       
      var anonymous = row['Url'].match(/anonymous\.google/g);
       if (anonymous == null) { 
	 	   var placement = row['Url'];

       var campaign = row['CampaignName'];
		   var adgroup = row['AdGroupName'];
		   var clicks = row['Clicks'];
		   var impressions = row['Impressions'];
		   var conversions = row['Conversions'];
		   var cost = row['Cost'];
		   
		   var placementDetail = new placementObject(placement, campaign, adgroup, clicks, impressions, conversions, cost);
           
		   list.push(placementDetail);
       } 
	 }
	 return list;
}

function runHighCostNoConversionsReport()
{
	list = [];
	
	// Any placement detail (individual page) that has converted 2 or more times with CPA below $40
	var report = AdWordsApp.report(
     'SELECT Url, CampaignName, AdGroupName, Clicks, Impressions, Conversions, Cost ' +
     'FROM URL_PERFORMANCE_REPORT ' +
     'WHERE Cost > 50000000 ' +
     'AND Conversions = 0 ' + 
     'DURING LAST_30_DAYS');

  var rows = report.rows();

	 while (rows.hasNext()) {
           
       var row = rows.next();      
       
      var anonymous = row['Url'].match(/anonymous\.google/g);
       if (anonymous == null) { 
	 	   var placement = row['Url'];

       var campaign = row['CampaignName'];
		   var adgroup = row['AdGroupName'];
		   var clicks = row['Clicks'];
		   var impressions = row['Impressions'];
		   var conversions = row['Conversions'];
		   var cost = row['Cost'];
		   
		   var placementDetail = new placementObject(placement, campaign, adgroup, clicks, impressions, conversions, cost);
           
		   list.push(placementDetail);
       } 
	 }
	 return list;
}

function placementObject(placement, campaign, adgroup, clicks, impressions, conversions, cost) {
  this.placement = placement;
  this.campaign = campaign;
  this.adgroup = adgroup;
  this.clicks = clicks;
  this.impressions = impressions;
  this.conversions = conversions;
  this.cost = cost;
   
}

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

Hey Derek,

Thank you very much for releasing this script in the world!

Maybe it's just me, but whenever I tried to implement the script, I got this error.

Column 'Conversions' is not valid for report type URL_PERFORMANCE_REPORT. Double-check your SELECT clause. (line 50)

Any tweaks or ideas? :-)

Thanks a lot!

Hi, is this error solved already? salute