<% var d = locals.d || {}, cfg = locals.cfg || {}, cur = cfg.currency || 'USD'; var SYM = { USD:'$', EUR:'€', GBP:'£', EGP:'E£', SAR:'SAR ', AED:'AED ' }; function m(n){ if (n === undefined || n === null) return '—'; var s = SYM[cur] || (cur + ' '), v = Number(n); var dp = Math.abs(v) < 100 ? 2 : 0; return s + v.toLocaleString('en-US', { minimumFractionDigits: dp, maximumFractionDigits: dp }); } function n0(v){ return (v === undefined || v === null) ? '—' : Number(v).toLocaleString('en-US'); } var waste = d.waste || {}; var wasteTerms = (locals.terms || []).filter(function(t){ return t.flag === 'waste'; }); var wasteCost = wasteTerms.reduce(function(a, t){ return a + (t.cost || 0); }, 0); var noCost = (locals.terms || []).filter(function(t){ return t.costAvailable === false; }).length; var campId = locals.campId || ''; function tabUrl(t){ return '/ppc/keywords?tab=' + t + (campId ? '&c=' + campId : ''); } var sort = locals.sort || { key: 'cost', dir: -1 }; function sortUrl(k){ var dir = (sort.key === k && sort.dir === -1) ? 'asc' : 'desc'; return (tabUrl(tab) + '&sort=' + k + '&dir=' + dir).replace(/&/g, '&'); } function sortTh(k, label, align){ var on = sort.key === k; var arrow = on ? (sort.dir === -1 ? '▾' : '▴') : ''; return '' + '' + label + '' + arrow + ''; } function pct(v){ return (v === undefined || v === null) ? '—' : (Number(v) * 100).toFixed(2) + '%'; } function ctrOf(r){ return (r.impressions > 0) ? r.clicks / r.impressions : null; } function cpaOf(r){ return (r.conversions > 0 && r.cost != null && r.costAvailable !== false) ? r.cost / r.conversions : null; } var _staff = (locals._staff === true && !locals.isExport) || (locals.showStaff); var nov = '—'; var _terms = locals.terms || [], _kws = locals.keywords || [], _negs = locals.negatives || []; var converting = _terms.filter(function(t){ return t.conversions > 0; }).length; %>
Paid Media / Keywords & Search Terms
<% var camps = locals.campaigns || [], rc = locals.rowCount || {}; %>
<%- include('../partials/range-picker') %> <% if (wasteTerms.length) { %><%= m(wasteCost) %><%= campId ? '' : '/mo' %> recoverable<% } %>

<%= title %>

<% if (wasteTerms.length) { %>

<%= m(wasteCost) %> went on search terms with no conversions.

<% } else if (_terms.length) { %>

None of <%= _terms.length %> search terms crossed the waste line.

<% } else if (_kws.length) { %>

<%= _kws.length %> keywords are bidding, and no search terms have arrived.

<% } else { %>

No keyword or search-term rows are in the latest export.

<% } %>

What you bid on, what people typed, and what was wasted. <%- h.ihelp('Keywords vs search terms', 'A keyword is what you bid on; a search term is what someone typed. ' + 'Terms are judged after the ' + cfg.lagDays + '-day conversion lag. ' + (waste.threshold ? 'Flagged as waste: spent ' + m(waste.threshold) + ' or more (' + waste.multiple + '× target CPA) with no conversions, a candidate for a negative keyword.' : 'Waste is flagged once a target CPA is set.')) %>

<% if (locals.selected) { %>
Showing <%= selected.name %> only. Counts and totals below are for this campaign. Show all campaigns Open the campaign
<% } %>
<% if (_staff) { %> Change the account <% } else { %> Your requests <% } %>
Flagged as waste
<% if (_terms.length) { %><%= m(wasteCost) %><% } else { %><%- nov %><% } %>
<% if (_terms.length) { %>Spend on <%= wasteTerms.length %> search term<%= wasteTerms.length === 1 ? '' : 's' %> with no conversion after the lag window closed.<% } else { %>No search terms have arrived yet.<% } %>
Search terms
<%= _terms.length %>
what people actually typed
Converting terms
<%= converting %>
at least one conversion in this window
Flagged as waste
<%= wasteTerms.length %>
candidates for a negative keyword
Waste threshold
<% if (waste.threshold) { %><%= m(waste.threshold) %><% } else { %><%- nov %><% } %>
<% if (waste.threshold) { %><%= waste.multiple %>× the agreed target CPA<% } else { %>no target CPA on file to multiply<% } %>
<% var _shelf = [ { l: 'Active keywords', v: _kws.length }, { l: 'Negatives on file', v: _negs.length }, { l: 'Rows with no cost reported', v: noCost } ]; var _tints = ['sc-violet', 'sc-lime', 'sc-navy', 'sc-sky', 'sc-sand', 'sc-rose']; %> <% _shelf.forEach(function (s, i) { %>
<%= s.l %>
<%= s.v %>
<% }) %>
Search terms <%= (locals.terms || []).length %> Keywords <%= (locals.keywords || []).length %> Negatives <%= (locals.negatives || []).length %>
<% if (tab === 'terms') { %> <% if (!(locals.terms || []).length) { %>
<% if (campId) { %>No search-term rows for <%= selected ? selected.name : 'this campaign' %>. Show all campaigns<% } else { %>No search-term rows in the latest export.<% if (_staff) { %> Add the search_terms tab to the Ads Script. It is the single most useful report on this page.<% } %><% } %>
<% } else { %>
<%- sortTh('text', 'Search term') %> <% if (!campId) { %><% } %> <%- sortTh('clicks', 'Clicks', 'right') %> <%- sortTh('ctr', 'CTR', 'right') %> <%- sortTh('cost', 'Cost', 'right') %> <%- sortTh('conversions', 'Conv', 'right') %> <%- sortTh('cpa', 'CPA', 'right') %> <% terms.forEach(function(t){ %> <% if (!campId) { %><% } %> <% var tc = cpaOf(t); %> <% }) %>
CampaignFlag
<%= t.text %><%= names[String(t.campaign)] || '—' %><%= n0(t.clicks) %> <%= pct(ctrOf(t)) %> <%= t.costAvailable === false ? 'n/a' : m(t.cost) %> <%= n0(t.conversions) %><%= tc == null ? '—' : m(tc) %> <% if (t.costAvailable === false) { %>no cost data <% } else if (t.flag) { %><%= t.flagReason || t.flag %><% if (t.flagConfidence === 'low') { %> low conf.<% } %><% } %> <% var inflight = (locals.queued || {})[String(t.text).toLowerCase()]; %> <% if (inflight) { %> <%= inflight === 'sent' ? 'with the script' : 'queued' %> <% } else if (t.flag === 'waste' && _staff) { %>
<% } else if (t.flag === 'waste') { %>
<% } %>
<% if (noCost) { %>
<%= noCost %> row<%= noCost > 1 ? 's carry' : ' carries' %> no cost.<%- h.ihelp('Rows that carry no cost', 'Performance Max search categories: Google reports volume for them but no spend. They can be excluded with an account-level negative list.') %>
<% } %> <% } %> <% } else if (tab === 'keywords') { %> <% if (!(locals.keywords || []).length) { %>
<% if (campId) { %>No keyword rows for <%= selected ? selected.name : 'this campaign' %>. Show all campaigns<% } else { %>No keyword rows in the latest export.<% } %>
<% } else { %>
<%- sortTh('text', 'Keyword') %> <% if (!campId) { %><% } %> <%- sortTh('clicks', 'Clicks', 'right') %> <%- sortTh('ctr', 'CTR', 'right') %> <%- sortTh('cost', 'Cost', 'right') %> <%- sortTh('conversions', 'Conv', 'right') %> <%- sortTh('cpa', 'CPA', 'right') %> <%- sortTh('qualityScore', 'QS', 'center') %> <% keywords.forEach(function(k){ var kc = (k.cost != null && k.conversions) ? k.cost/k.conversions : null; var q = k.qualityScore; var qcls = q == null ? '' : (q >= 7 ? 'good' : (q >= 5 ? 'ok' : 'bad')); var weak = [['Expected CTR', k.qsExpectedCtr], ['Ad relevance', k.qsAdRelevance], ['Landing page', k.qsLandingPage]] .filter(function(p){ return /below/i.test(p[1] || ''); }).map(function(p){ return p[0]; }); %> <% if (!campId) { %><% } %> <% }) %>
MatchCampaignWeak component<%- h.ihelp('Why the weak-component column is here', 'The part of Quality Score Google rates below average: ad relevance, expected CTR or landing page. ' + 'A dash means none is below average.') %>
<%= k.text %> <%= k.matchType %><%= names[String(k.campaign)] || '—' %><%= n0(k.clicks) %> <%= pct(ctrOf(k)) %> <%= m(k.cost) %> <%= n0(k.conversions) %> <%= kc == null ? '—' : m(kc) %> <% if (q != null) { %><%= q %><% } else { %>—<% } %> <%= weak.length ? weak.join(', ') : '—' %>
<% } %> <% } else { %> <% if (!(locals.negatives || []).length) { %> <%- include('../partials/empty', { title: 'No negative keywords yet', line: _staff ? 'Add the negatives tab to the Ads Script to list them here.' : 'Excluded search terms appear here once they are added.', pad: 'sm' }) %> <% } else { %>
What these figures are What these figures are Google reports no metrics on a negative. A negative blocks spend, so it has no metrics of its own. The figures below are what the blocked queries were measured at: recorded means VOCTOS excluded that term from this portal and we kept its numbers from the window we did it in; matched means we added up the queries in the current export this negative would block. A dash is normal for an older negative, since the queries it blocks no longer appear.
<%- sortTh('text', 'Negative') %> <% if (!campId) { %><% } %> <%- sortTh('createdAt', 'Added') %> <% if (_staff) { %><% } %> <% negatives.forEach(function(t){ var st = (locals.negMetrics || {})[String(t._id)] || { source: 'none' }; var has = st.source === 'recorded' || st.source === 'matched'; %> <% if (!campId) { %><% } %> <% var nc = has ? cpaOf(st) : null; %> <% if (_staff) { %> <% } %> <% }) %>
ListMatchCampaignClicks CTR Cost Conv CPA EvidenceAdded by
<%= t.text %> <%= t.negativeList || 'campaign level' %> <%= t.matchType %><%= names[String(t.campaign)] || 'shared' %><%= has ? n0(st.clicks) : '—' %> <%= has ? pct(ctrOf(st)) : '—' %> <%= has && st.cost != null ? m(st.cost) + (st.costPartial ? '+' : '') : '—' %> <%= has ? n0(st.conversions) : '—' %><%= nc == null ? '—' : m(nc) %> <% if (st.source === 'recorded') { %> recorded <% } else if (st.source === 'matched') { %> <% var shown = st.terms || [], extra = (st.matched || 0) - shown.length; var tip = shown.length ? shown.join(' · ') + (extra > 0 ? ' · +' + extra + ' more' : '') : st.note; %> matched <%= st.matched %> <% if (st.costPartial) { %>partial cost<% } %> <% } else { %> no history <% } %> <%= h.date(t.createdAt) %> <% if (st.addedBy) { %><%= st.addedBy %> <% } else { %>—<% } %> <% var pending = (locals.removing || {})[String(t._id)]; %> <% if (pending) { %> <%= pending === 'sent' ? 'removing' : 'queued to remove' %> <% } else { %>
<% } %>
<% } %> <% } %>
<% if (_staff) { %> <% var changes = locals.changes || []; var open = changes.filter(function(c){ return c.status === 'queued' || c.status === 'sent'; }); var recent = changes.filter(function(c){ return c.status === 'applied' || c.status === 'failed'; }).slice(0, 8); var STATE = { queued:'queued', sent:'with the script', applied:'applied in Google', failed:'failed', cancelled:'cancelled' }; %>

Change the account VOCTOS only

not visible to the client Approvals
Changes sent from here are applied in Google Ads on the next script run. A row shows queued until Google confirms it.
Add a negative
Add a keyword
Search and Shopping campaigns only.
<% if (open.length || recent.length) { %>
<% open.concat(recent).forEach(function(c){ %> <% var VERB = { add_keyword: 'add keyword', add_negative: 'add negative', remove_negative: 'remove negative', pause_keyword: 'pause keyword' }; %> <% }) %>
ChangeWhereRequested byStatus
<%= VERB[c.action] || c.action %>: <%= c.text %> <%= c.matchType %> <%= c.level === 'account' ? (c.negativeList || 'shared list') : (names[String(c.campaign)] || '—') %><%= c.adGroupName ? ' · ' + c.adGroupName : '' %> <%= c.requestedByName || '—' %> · <%= h.date(c.createdAt) %> <%= STATE[c.status] || c.status %> <% if (c.error) { %> <% if (_staff) { %>
<%= c.error %>
<% } else { %>
VOCTOS is looking into it.
<% } %> <% } %> 		<% if (c.status === 'queued') { %>
<% } %>
<% } %>
<% } %>