通用排除列表 - 单一帐号

工具图标

维护否定关键字列表或排除展示位置列表是 Google Ads 广告系列管理中的一项常见任务。此列表通常用于过滤那些为您的网站带来无效流量的关键字或展示位置。

Google Ads 支持使用排除条件列表,并且这些列表可以共享给一个帐号中的多个广告系列。但是,将列表应用于大型帐号中的多个广告系列并使列表随时间保持同步,可能并非易事。借助通用排除列表脚本,您可以通过电子表格管理排除条件,从而简化此任务。

运作方式

脚本会从 Google 电子表格中读取排除标准。它会在 Google Ads 帐号中创建一个共享的排除条件列表,并将该列表与电子表格中的条件进行同步。系统会为关键字和展示位置分别维护不同的列表。

然后,脚本会确保将排除条件列表应用到帐号中的所有广告系列。如果需要,您可以通过在配置电子表格中指定标签来过滤广告系列,以便在处理广告系列时纳入包含范围,从而限制广告系列的列表。

该脚本可以选择向配置电子表格中指定的电子邮件地址发送一封电子邮件,简要说明其所执行的操作。

配置

脚本使用电子表格进行配置。支持以下配置设置:

  • 默认情况下,脚本会处理帐号中的所有 ENABLEDPAUSED 广告系列。如需限制处理的广告系列的列表,请执行以下操作:
    1. 在您要处理的每个账号中创建一个标签。
    2. 将该标签应用到要处理的广告系列的列表。
    3. 在配置电子表格的 C3 单元格中指定该标签。
  • 在单元格 C6 中指定电子邮件地址,以便在脚本完成运行后接收摘要电子邮件。
  • 该脚本会为它所处理的帐号中的关键字和展示位置分别创建共享的排除条件列表。在配置电子表格的 C4 和 C5 单元格中指定共享的排除条件列表的名称。
  • 不要在展示位置列表中的任意展示位置网址中使用任何协议前缀(http://https://)。
  • 确保所有展示位置网址都不以斜杠 (/) 结尾。
  • 请确保电子表格中的所有展示位置网址均采用小写形式。

正在安排

将脚本设为每天或每小时运行。

初始设置

  • 点击下面的按钮,在您的 Google Ads 帐号中创建基于电子表格的脚本。

    安装脚本模板

  • 点击下面的按钮以创建电子表格模板的副本。

    复制模板电子表格

  • 更新脚本中的 spreadsheet_url

源代码

// Copyright 2015, Google Inc. All Rights Reserved.
//
// 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 express or implied.
// See the License for the specific language governing permissions and
// limitations under the License.

/**
 * @name Common Negative List Script
 *
 * @overview The Common Negative List script applies negative keywords and
 *     placements from a spreadsheet to multiple campaigns in your account using
 *     shared keyword and placement lists. See
 *     https://developers.google.com/google-ads/scripts/docs/solutions/common-negative-list
 *     for more details.
 *
 * @author Google Ads Scripts Team [adwords-scripts@googlegroups.com]
 *
 * @version 2.2
 *
 * @changelog
 * - version 2.2
 *   - Fixed an issue where the match type of keywords in the negative list was
 *     ignored.
 * - version 2.1
 *   - Split into info, config, and code.
 * - version 2.0
 *   - Updated to use new Google Ads scripts features.
 * - version 1.0.2
 *   - Added validation for external spreadsheet setup.
 * - version 1.0.1
 *   - Improvements to time zone handling.
 * - version 1.0
 *   - Released initial version.
 */

/**
 * Configuration to be used for the Common Negative List script.
 */

CONFIG = {
  /**
   * The URL of the tracking spreadsheet. This should be a copy of
   * https://goo.gl/PZGKVn
   */
  'spreadsheet_url': 'INSERT_SPREADSHEET_URL_HERE'
};

const SPREADSHEET_URL = CONFIG.spreadsheet_url;
/**
 * Keep track of the spreadsheet names for various criteria types, as well as
 * the criteria type being processed.
 */
const CriteriaType = {
  KEYWORDS: 'Keywords',
  PLACEMENTS: 'Placements'
};

/**
 * Create a shared negative criteria list in the Google Ads account and
 * syncs the list with the criteria from the spreadsheet.
 */
function main() {
  let emailParams = {
    // Number of placements that were synced.
    PlacementCount: 0,
    // Number of keywords that were synced.
    KeywordCount: 0,
    // Number of campaigns that were synced.
    CampaignCount: 0,
    // Status of processing this account - OK / ERROR.
    Status: ''
  };

  try {
    const syncSummary = syncCommonLists();

    emailParams.PlacementCount = syncSummary.PlacementCount;
    emailParams.KeywordCount = syncSummary.KeywordCount;
    emailParams.CampaignCount = syncSummary.CampaignCount;
    emailParams.Status = 'OK';
  } catch (err) {
      emailParams.Status = 'ERROR';
  }
  const config = readConfig();

  const spreadsheet = validateAndGetSpreadsheet(SPREADSHEET_URL);

  // Make sure the spreadsheet is using the account's timezone.
  spreadsheet.setSpreadsheetTimeZone(AdsApp.currentAccount().getTimeZone());
  spreadsheet.getRangeByName('LastRun').setValue(new Date());
  spreadsheet.getRangeByName('CustomerId').setValue(
      AdsApp.currentAccount().getCustomerId());

  sendEmail(config, emailParams);
}

/**
 * Sends a summary email about the changes that this script made.
 *
 * @param {Object} config The configuration object.
 * @param {Object} emailParams Contains details required to create the email
 *     body.
 */
function sendEmail(config, emailParams) {
  const html = [];
  let summary = '';

  if (emailParams.Status == 'OK') {
    summary = `The Common Negative List script successfully processed ` +
        `Customer ID: ${AdsApp.currentAccount().getCustomerId()}` +
        ` and synced a total of ${emailParams.KeywordCount}` +
        ` keywords and ${emailParams.PlacementCount} placements.`;
  } else {
    summary = `The Common Negative List script failed to process ` +
        `Customer ID: ${AdsApp.currentAccount().getCustomerId()}` +
        ` and synced a total of ${emailParams.KeywordCount}` +
        ` keywords and ${emailParams.PlacementCount} placements.`;
  }
  html.push('<html>',
              '<head></head>',
                 '<body>',
                  '<table style="font-family:Arial,Helvetica; ' +
                       'border-collapse:collapse;font-size:10pt; ' +
                       'color:#444444; border: solid 1px #dddddd;" ' +
                       'width="600" cellpadding=20>',
                     '<tr>',
                       '<td>',
                         '<p>Hello,</p>',
                         '<p>' + summary + '</p>',
                         '<p>Cheers<br />Google Ads Scripts Team</p>',
                       '</td>',
                     '</tr>',
                   '</table>',
                 '</body>',
             '</html>'
           );

  if (config.email != '') {
    MailApp.sendEmail({
      to: config.email,
      subject: 'Common Negative List Script',
      htmlBody: html.join('\n')
    });
  }
}

/**
 * Synchronizes the negative criteria list in an account with the common list
 * in the user spreadsheet.
 *
 * @return {Object} A summary of the number of keywords and placements synced,
 *     and the number of campaigns to which these lists apply.
 */
function syncCommonLists() {
  const config = readConfig();
  let syncedCampaignCount = 0;

  const keywordListDetails = syncCriteriaInNegativeList(config,
      CriteriaType.KEYWORDS);
  syncedCampaignCount = syncCampaignList(config, keywordListDetails.SharedList,
      CriteriaType.KEYWORDS);

  const placementListDetails = syncCriteriaInNegativeList(config,
      CriteriaType.PLACEMENTS);
  syncCampaignList(config, placementListDetails.SharedList,
      CriteriaType.PLACEMENTS);

  return {
    'CampaignCount': syncedCampaignCount,
    'PlacementCount': placementListDetails.CriteriaCount,
    'KeywordCount': keywordListDetails.CriteriaCount
  };
}

/**
 * Synchronizes the list of campaigns covered by a negative list against the
 * desired list of campaigns to be covered by the common list.
 *
 * @param {Object} config The configuration object.
 * @param {AdsApp.NegativeKeywordList|AdsApp.ExcludedPlacementList}
 *    sharedList The shared negative criterion list to be synced against the
 *    common list.
 * @param {String} criteriaType The criteria type for the shared negative list.
 *
 * @return {Number} The number of campaigns synced.
 */
function syncCampaignList(config, sharedList, criteriaType) {
  const campaignIds = getLabelledCampaigns(config.label);
  let totalCampaigns = Object.keys(campaignIds).length;

  const listedCampaigns = sharedList.campaigns().get();

  const campaignsToRemove = [];

  for (const listedCampaign of listedCampaigns) {
    if (listedCampaign.getId() in campaignIds) {
      delete campaignIds[listedCampaign.getId()];
    } else {
      campaignsToRemove.push(listedCampaign);
    }
  }

  // Anything left over in campaignIds starts a new list.
  const campaignsToAdd = AdsApp.campaigns().withIds(
      Object.keys(campaignIds)).get();
  for (const campaignToAdd of campaignsToAdd) {
    if (criteriaType == CriteriaType.KEYWORDS) {
      campaignToAdd.addNegativeKeywordList(sharedList);
    } else if (criteriaType == CriteriaType.PLACEMENTS) {
      campaignToAdd.addExcludedPlacementList(sharedList);
    }
  }

  for (const campaignToRemove of campaignsToRemove) {
    if (criteriaType == CriteriaType.KEYWORDS) {
      campaignToRemove.removeNegativeKeywordList(sharedList);
    } else if (criteriaType == CriteriaType.PLACEMENTS) {
      campaignToRemove.removeExcludedPlacementList(sharedList);
    }
  }

  return totalCampaigns;
}

/**
 * Gets a list of campaigns having a particular label.
 *
 * @param {String} labelText The label text.
 *
 * @return {Array.<Number>} An array of campaign IDs having the specified
 *     label.
 */
function getLabelledCampaigns(labelText) {
  const campaignIds = {};
  let campaigns;
  if (labelText != '') {
    const label = getLabel(labelText);
    campaigns = label.campaigns().withCondition(
        'Status in [ENABLED, PAUSED]').get();
  } else {
    campaigns = AdsApp.campaigns().withCondition(
        'Status in [ENABLED, PAUSED]').get();
  }

  for (const campaign of campaigns) {
    campaignIds[campaign.getId()] = 1;
  }
  return campaignIds;
}

/**
 * Gets a label with the specified label text.
 *
 * @param {String} labelText The label text.
 *
 * @return {AdsApp.Label} The label text.
 */
function getLabel(labelText) {
  let labels = AdsApp.labels().withCondition(
      "Name='" + labelText + "'").get();
  if (labels.totalNumEntities() == 0) {
    const message = Utilities.formatString(`Label named ${labelText} is missing in ' +
        'your account. Make sure the label exists in the account, and is ' +
        'applied to campaigns and adgroups you wish to process.`);
    throw (message);
  }

  return labels.next();
}

/**
 * Synchronizes the criteria in a shared negative criteria list with the user
 * spreadsheet.
 *
 * @param {Object} config The configuration object.
 * @param {String} criteriaType The criteria type for the shared negative list.
 *
 * @return {Object} A summary of the synced negative list, and the number of
 *     criteria that were synced.
 */
function syncCriteriaInNegativeList(config, criteriaType) {
  let criteriaFromSheet = loadCriteria(criteriaType);
  let totalCriteriaCount = Object.keys(criteriaFromSheet).length;
  let sharedList = null;
  let listName = config.listname[criteriaType];

  sharedList = createNegativeListIfRequired(listName, criteriaType);

  let negativeCriteria = null;

  try {
    if (criteriaType == CriteriaType.KEYWORDS) {
      negativeCriteria = sharedList.negativeKeywords().get();
    } else if (criteriaType == CriteriaType.PLACEMENTS) {
      negativeCriteria = sharedList.excludedPlacements().get();
    }
  } catch (e) {
      console.error(`Failed to retrieve shared list. Error says ${e}`);
      if (AdsApp.getExecutionInfo().isPreview()) {
        const message = Utilities.formatString(`The script cannot create` +
            ` the negative ${criteriaType} list in preview mode. Either run` +
            ` the script without preview, or create a negative ` +
            ` ${criteriaType} list with name "${listName}" ` +
            `  manually before previewing the script.`);
        console.log(message);
    }
    throw e;
  }

  const criteriaToDelete = [];

  for (const negativeCriterion of negativeCriteria) {
    let key = null;

    if (criteriaType == CriteriaType.KEYWORDS) {
      key = negativeCriterion.getText();

      // Since the keyword text in the spreadsheet specifies match types in the
      // syntax accepted by the UI, we need to convert our keys to match it.
      const matchType = negativeCriterion.getMatchType();
      if (matchType === "PHRASE") {
        key = `"${key}"`;
      } else if (matchType === "EXACT") {
        key = `[${key}]`;
      }
    } else if (criteriaType == CriteriaType.PLACEMENTS) {
      key = negativeCriterion.getUrl();
    }

    if (key in criteriaFromSheet) {
      // Nothing to do with this criteria. Remove it from loaded list.
      delete criteriaFromSheet[key];
    } else {
      // This criterion is not in the sync list. Mark for deletion.
      criteriaToDelete.push(negativeCriterion);
    }
  }

  // Whatever left in the sync list are new items.
  if (criteriaType == CriteriaType.KEYWORDS) {
    sharedList.addNegativeKeywords(Object.keys(criteriaFromSheet));
  } else if (criteriaType == CriteriaType.PLACEMENTS) {
    sharedList.addExcludedPlacements(Object.keys(criteriaFromSheet));
  }

  for (let i = 0; i < criteriaToDelete.length; i++) {
    criteriaToDelete[i].remove();
  }

  return {
    'SharedList': sharedList,
    'CriteriaCount': totalCriteriaCount,
    'Type': criteriaType
  };
}

/**
 * Creates a shared negative criteria list if required.
 *
 * @param {string} listName The name of shared negative criteria list.
 * @param {String} listType The criteria type for the shared negative list.
 *
 * @return {AdsApp.NegativeKeywordList|AdsApp.ExcludedPlacementList} An
 *     existing shared negative criterion list if it already exists in the
 *     account, or the newly created list if one didn't exist earlier.
 */
function createNegativeListIfRequired(listName, listType) {
  let negativeListSelector = null;
  if (listType == CriteriaType.KEYWORDS) {
    negativeListSelector = AdsApp.negativeKeywordLists();
  } else if (listType == CriteriaType.PLACEMENTS) {
    negativeListSelector = AdsApp.excludedPlacementLists();
  }
  let negativeListIterator = negativeListSelector.withCondition(
      `Name = '${listName}'`).get();

  if (negativeListIterator.totalNumEntities() == 0) {
    let builder = null;

    if (listType == CriteriaType.KEYWORDS) {
      builder = AdsApp.newNegativeKeywordListBuilder();
    } else if (listType == CriteriaType.PLACEMENTS) {
      builder = AdsApp.newExcludedPlacementListBuilder();
    }

    let negativeListOperation = builder.withName(listName).build();
    return negativeListOperation.getResult();
  } else {
    return negativeListIterator.next();
  }
}

/**
 * Loads a list of criteria from the user spreadsheet.
 *
 * @param {string} sheetName The name of shared negative criteria list.
 *
 * @return {Object} A map of the list of criteria loaded from the spreadsheet.
 */
function loadCriteria(sheetName) {
  const spreadsheet = validateAndGetSpreadsheet(SPREADSHEET_URL);
  const sheet = spreadsheet.getSheetByName(sheetName);
  const values = sheet.getRange('B4:B').getValues();

  const retval = {};
  for (const value  of values) {
    let keyword = value[0].toString().trim();
    if (keyword != '') {
      retval[keyword] = 1;
    }
  }
  return retval;
}

/**
 * Loads a configuration object from the spreadsheet.
 *
 * @return {Object} A configuration object.
 */
function readConfig() {
  const spreadsheet = validateAndGetSpreadsheet(SPREADSHEET_URL);
  let values = spreadsheet.getRangeByName('ConfigurationValues').getValues();

  const config = {
    'label': values[0][0],
    'listname': {
    },
    'email': values[3][0],
  };
  config.listname[CriteriaType.KEYWORDS] = values[1][0];
  config.listname[CriteriaType.PLACEMENTS] = values[2][0];
  return config;
}

/**
 * DO NOT EDIT ANYTHING BELOW THIS LINE.
 * Please modify your spreadsheet URL at the top of the file only.
 */

/**
 * Validates the provided spreadsheet URL and email address
 * to make sure that they're set up properly. Throws a descriptive error message
 * if validation fails.
 *
 * @param {string} spreadsheeturl The URL of the spreadsheet to open.
 * @return {Spreadsheet} The spreadsheet object itself, fetched from the URL.
 * @throws {Error} If the spreadsheet URL or email hasn't been set
 */
function validateAndGetSpreadsheet(spreadsheeturl) {
  if (spreadsheeturl == 'INSERT_SPREADSHEET_URL_HERE') {
    throw new Error('Please specify a valid Spreadsheet URL. You can find' +
        ' a link to a template in the associated guide for this script.');
  }
  return SpreadsheetApp.openByUrl(spreadsheeturl);
}