PMax Brand Traffic Analyzer
What it does:
The script creates charts in a Google Sheet that visualize the share of Brand versus Non-Brand traffic in your PMax campaigns.
Why you care:
PMax likes to go after warm traffic at the bottom of your funnel AND take credit for it, thus inflating its performance by reporting only the average -> wasteful non-brand traffic is camouflaged by highly profitable clicks from branded searches.
Brand traffic is about as hot as it gets when it comes to conversion value.
Conversions from Branded searches inflate PMax performance and give it ample room to waste money on Non-Brand while meeting your campaign target.
Learning what percentage of conversions comes via Brand may inform you on your next actions (ie: excluding Brand traffic from PMax campaigns!).
Why I like it:
This script will help you monitor PMax behavior and the effects of your actions. It is a great example of how I like to use scripts to Keep an Eye on Google’s AI.
Oh, and the author of the script knows ASCII art, which is always good (^_~)
URL: https://smarter-ecommerce.com/en/google-ads-scripts/search-term-insights/
Note on the installation:
When you install the script, you’ll need to create a copy of the spreadsheet that is on the line that starts with ‘const SHEET_URL =’ (around line 38 somewhere) and replace the URL with the URL of your copy of the spreadsheet.
Next you will need to add your brand terms inside the array on the line that starts with ‘const BRANDED_TERM_VARIANTS =’
PRO TIP:
If you discover your PMax campaigns are inflating performance by eating your branded searches, be sure to exclude your brand terms AND CLOSE VARIANTS from your PMax campaigns. You can do so by adding a shared negative keyword list to your PMax campaigns and add all your brand terms to the list. Use a script to auto-populate the negative keyword list with all the close variants that show up in the search terms of your standard brand campaign.
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