// REMOVE UNDERPERFORMING TEXT ADS
// -------------------------------------------------
// Script created by Frederick Vallaeys
// Optmyzr - http://www.optmyzr.com
// Copyright 2012-2013 - Optmyzr
//
// WARNING: Test all scripts in preview mode before running them!
// This script can make changes to your account. There is no 'undo'
// feature so make a backup of your account in AdWords Editor before
// running this script.

function main() {

  // SETTINGS - Change these if needed
  var time = "LAST_30_DAYS"; //TODAY, YESTERDAY, LAST_7_DAYS, THIS_WEEK_SUN_TODAY, LAST_WEEK, LAST_14_DAYS, LAST_30_DAYS, LAST_BUSINESS_WEEK, LAST_WEEK_SUN_SAT, THIS_MONTH, LAST_MONTH, ALL_TIME
  var campaignSelectorStatement = "Name CONTAINS_IGNORE_CASE ''"
  var minAdsToKeepPerAdGroup = 2;
  var suggestMode = 1;
  var deleteAds = 0;
  var pauseAds = 1;
  // END SETTINGS

  // Script variables
  var minImpressionsBeforeAdCanBeDeleted = 25;
  var minImpressionsForAdGroupBeforeOptimization = 100;
  var percentImpressionVariationAllowedBeforeDeleting = .1;
  var percentCTRVariationAllowedBeforeDeleting = .1;
  var percentConversionVariationAllowedBeforeDeleting = .1;

  Logger.log("Remove Underperforming Ads");
  Logger.log("-------------------------------");
  Logger.log("This script's copyright belongs to Optmyzr and Frederick Vallaeys. The code may not be copied, modified or distributed without permission.")
  Logger.log("");
  Logger.log("Purpose");
  Logger.log("-------");
  Logger.log("This script helps you identify and remove underperforming text ads in your AdWords account.");
  Logger.log("");
  Logger.log("Settings:");
  Logger.log("--------");
  Logger.log("- date range: " + time);
  Logger.log("- evaluate all campaigns that match the selector '" + campaignSelectorStatement + "'");
  Logger.log("- keep at least " + minAdsToKeepPerAdGroup + " ad variations in each ad group");
  Logger.log("- evaluate only ad groups with at least " + minImpressionsForAdGroupBeforeOptimization + " impressions");
  Logger.log("- do not remove ads with fewer than " + minImpressionsBeforeAdCanBeDeleted + " impressions");
  Logger.log("- remove ads that underdeliver impressions by more than " + percentImpressionVariationAllowedBeforeDeleting*100 + "%");
  Logger.log("- save underperforming ads if their CTR outperforms their impressions by at least " + percentCTRVariationAllowedBeforeDeleting*100 + "%");
  Logger.log("- save underperforming ads if their conversions outperform their impressions by at least " + percentConversionVariationAllowedBeforeDeleting*100 + "%");
  Logger.log("- test mode: " + suggestMode);
  Logger.log("- delete ads: "+ deleteAds);
  Logger.log("- pause ads: " + pauseAds);
  Logger.log("");
  Logger.log("");





  // Get an iterator over campaigns so we can total all the impressions
  var campaignIterator = AdWordsApp.campaigns()
      .forDateRange(time)
      .withCondition("Status = ENABLED")
      .withCondition(campaignSelectorStatement)
      .orderBy("Impressions DESC")
      .withLimit(10)
      .get();

  var adArray = new Array();
  var deletionAllowed = 1;

  var totalCostSaved = 0;
  var totalClicksGained = 0;

  while(campaignIterator.hasNext()) {
    var campaign = campaignIterator.next();
    var campaignName = campaign.getName();
    Logger.log("Campaign: " + campaignName);

    var campaignAdGroupIterator = campaign.adGroups()
        .forDateRange(time)
        .withCondition("Status = ENABLED")
        .withCondition("Impressions >= " + minImpressionsForAdGroupBeforeOptimization)
        .orderBy("Impressions DESC")
        .get();

    while(campaignAdGroupIterator.hasNext()) {
      var adGroup = campaignAdGroupIterator.next();
      var adGroupName = adGroup.getName();
      var adGroupStats = adGroup.getStatsFor(time);
      var adGroupImpressions = adGroupStats.getImpressions();
      var adGroupClicks = adGroupStats.getClicks();
      var adGroupConversions = adGroupStats.getConversions();
      var adGroupCtr = adGroupStats.getCtr();
      var adGroupConversionRate = adGroupStats.getConversionRate();
      var adGroupAvgCpc = adGroupStats.getAverageCpc();
      var adGroupAdIterator = adGroup.ads()
          .withCondition("Status = ENABLED")
          .forDateRange(time)
          .orderBy("Impressions DESC")
          .get();
      Logger.log("  Ad Group Name: " + adGroupName);
      Logger.log("    impressions: " + adGroupImpressions);
      var textAdImpressions = 0;
      var textAdClicks = 0;
      var textAdConversions = 0;
      var textAdCount = 0;
      var templateAdImpressions = 0;

      while (adGroupAdIterator.hasNext()) {

        var ad = adGroupAdIterator.next();
        var adHeadline = ad.getHeadline();
        var adLine1 = ad.getDescription1();
        var adLine2 = ad.getDescription2();
        var destinationUrl = ad.getDestinationUrl();
        var displayUrl = ad.getDisplayUrl();
        var adType = ad.getType();
        var adStats = ad.getStatsFor(time);
        var adImpressions = adStats.getImpressions();
        var adClicks = adStats.getClicks();
        var adAvgCpc = adStats.getAverageCpc();
        var adConversions = adStats.getConversions();
        if(adType == "TEXT_AD") {
          textAdImpressions+= adImpressions;
          textAdClicks += adClicks;
          textAdConversions += adConversions;
          textAdCount++;
          adArray.push(new adUnit(campaignName, adGroupName, adType, adHeadline, adLine1, adLine2, displayUrl, destinationUrl, adImpressions, adClicks, adConversions, adAvgCpc, adGroupCtr, adGroupConversionRate, adGroupAvgCpc));
        }
        if(adType == "TEMPLATE_AD") {
          templateAdImpressions+= adImpressions;
        }
      }
      Logger.log("    contains " + textAdCount + " text ads");
      Logger.log("");

      if(textAdCount > minAdsToKeepPerAdGroup && adGroupImpressions >= minImpressionsForAdGroupBeforeOptimization)
      {
        // Sort the ads by impressions from high to low
        adArray.sort(function(a,b) {
          return a.impressions-b.impressions
        });

        var deletionCount = 0;

        // Process the ad group's ads now that we have all the stats
        for (var i = 0; i < adArray.length; i++) {
          var ad = adArray[i];
          var headline = ad.headline;
          var line1 = ad.line1;
          var line2 = ad.line2;
          var displayUrl = ad.displayUrl;
          var destinationUrl = ad.destinationUrl;
          var campaignName = ad.campaignName;
          var adGroupName = ad.adGroupName;
          var impressions = ad.impressions;
          var clicks = ad.clicks;
          var ctr = 100 * clicks/impressions;
          var cpc = ad.cpc;
          var conversions = ad.conversions;
          var type = ad.type;
          var adGroupCtr = 100 * ad.adGroupCtr;
          var adGroupConversionRate = ad.adGroupConversionRate;
          var adGroupAvgCpc = ad.adGroupAvgCpc;

          var minImpPercent = (100 / textAdCount) * (1-percentImpressionVariationAllowedBeforeDeleting);

          if(type == "TEXT_AD") {
            var percentImpressions = impressions / textAdImpressions * 100;
            var percentClicks = clicks / textAdClicks * 100;
            var percentConversions = conversions / textAdConversions * 100;
            Logger.log("      | " + headline);
            Logger.log("      | " + line1);
            Logger.log("      | " + line2);
            Logger.log("      | " + displayUrl);
            Logger.log("       ----------------------------------------------");
            Logger.log("       imp:" + percentImpressions.toFixed(2) + "% | clicks: " + percentClicks.toFixed(2) + "% | conv: " + percentConversions.toFixed(2) + "%");
            var relativeConversions = (1 - percentConversionVariationAllowedBeforeDeleting) * percentConversions;
            var relativeCTR = (1 - percentCTRVariationAllowedBeforeDeleting) * percentClicks;
            if(deletionAllowed) {
              if(percentImpressions < minImpPercent)
              {
                if(textAdConversions > 0)
                {
                  if(relativeConversions > percentImpressions) {
                    Logger.log("  <-- saved by conversions");
                  } else {
                    deleteAd(campaignName, adGroupName, headline, line1, line2, displayUrl, destinationUrl, suggestMode, pauseAds, deleteAds);
                    deletionCount++;

                    var clicksGained = (adGroupCtr - ctr) / 100 * impressions;
                    totalClicksGained += clicksGained;
                    var costSaved = (cpc - adGroupAvgCpc) * clicks;
                    totalCostSaved += costSaved;
                    if(clicksGained > 0) {
                      Logger.log("Removing this ad may get you " + clicksGained.toFixed(0) + " additional clicks over 30 days.");
                    }
                    if(costSaved > 0) {
                      Logger.log("Removing this ad may save you $" + costSaved.toFixed(2) + " over 30 days.");
                    }
                  }
                } else {
                  if(relativeCTR > percentImpressions) {
                    Logger.log("  <-- saved by CTR");
                  } else {
                    deleteAd(campaignName, adGroupName, headline, line1, line2, displayUrl, destinationUrl, suggestMode, pauseAds, deleteAds);
                    deletionCount++;

                    var clicksGained = (adGroupCtr - ctr) / 100 * impressions;
                    totalClicksGained += clicksGained;
                    var costSaved = (cpc - adGroupAvgCpc) * clicks;
                    totalCostSaved += costSaved;
                    if(clicksGained > 0) {
                      Logger.log("Removing this ad may get you " + clicksGained.toFixed(0) + " additional clicks over 30 days.");
                    }
                    if(costSaved > 0) {
                      Logger.log("Removing this ad may save you $" + costSaved.toFixed(2) + " over 30 days.");
                    }
                  }
                }
              }
            }
          }
          if(type == "TEMPLATE_AD") {
            // Not in use because we can't see the ad sizes in the script so we can't compare apples to apples
            //var percentImpressions = impressions / templateAdImpressions * 100;
          }
          Logger.log(" ");
          if((textAdCount - deletionCount) <= minAdsToKeepPerAdGroup) {
            //Logger.log("Deletion no longer allowed, min ad group size reached");
            deletionAllowed = 0;
          }
        }
      } else {
        Logger.log("    The ad group above did not qualify for optimization - check your settings to change this");
        Logger.log("");
      }
      var adArray = new Array();
      var adStatsArray = new Array();
      var textAdImpressions = 0;
      var textAdClicks = 0;
      var textAdConversions = 0;
      var templateAdImpressions = 0;
      var thisAGAdCount = 0;
      var textAdCount = 0;
      var deletionCount = 0;
      var deletionAllowed = 1;
    }
  }

  Logger.log("This entire optimization may get you " + totalClicksGained.toFixed(0) + " additional clicks ");
  Logger.log("and save you $" + totalCostSaved.toFixed(2) + " over 30 days.");

}

function adUnit(campaignName, adGroupName, type, headline, line1, line2, displayUrl, destinationUrl, impressions, clicks, conversions, cpc, adGroupCtr, adGroupConversionRate, adGroupAvgCpc)
  {
    this.campaignName = campaignName;
    this.adGroupName = adGroupName;
    this.type = type;
    this.headline = headline;
    this.line1 = line1;
    this.line2 = line2;
    this.displayUrl = displayUrl;
    this.destinationUrl = destinationUrl;
    this.impressions = impressions;
    this.clicks = clicks;
    this.conversions = conversions;
    this.cpc = cpc;
    this.adGroupCtr = adGroupCtr;
    this.adGroupConversionRate = adGroupConversionRate;
    this.adGroupAvgCpc = adGroupAvgCpc;
  }

function deleteAd(campaignName, adGroupName, headline, line1, line2, displayUrl, destinationUrl, suggestMode, pauseAd, deleteAd)
{
  var adToProcessIterator = AdWordsApp.ads()
  .withCondition("Headline = \"" + headline.replace(/[\[\]\"]/g, "") + "\"")
  .withCondition("Description1 = \"" + line1.replace(/[\[\]\"]/g, "") + "\"")
  .withCondition("Description2 = \"" + line2.replace(/[\[\]\"]/g, "") + "\"")
  .withCondition("DisplayUrl = '" + displayUrl + "'")
  .withCondition("DestinationUrl = '" + destinationUrl + "'")
  .withCondition("AdGroupName = '" + adGroupName + "'")
  .withCondition("CampaignName = '" + campaignName + "'")
  .get();

  while(adToProcessIterator.hasNext())
  {
    var adToProcess = adToProcessIterator.next();
    var headline = adToProcess.getHeadline();
    var line1 = adToProcess.getDescription1();
    var line2 = adToProcess.getDescription2();


    if(pauseAd) {
      if(!suggestMode) {
        adToProcess.pause();
        Logger.log("    >> Ad paused <<");
      } else {
        Logger.log("    >> Test mode: this ad would have been paused otherwise <<");
      }
    } else if(deleteAd) {
      if(!suggestMode) {
        adToProcess.remove();
        Logger.log("    >> Ad deleted <<");
      } else {
        Logger.log("    >> Test mode: this ad would have been deleted otherwise <<");
      }
    }
  }
}