SEM – Google Adwords API Data Retriever

If you are running many large campaigns or thousands of campaigns and want to track keyword performance of Google Adwords, the following application helps retrieve the data on regular intervals (daily, weekly, monthly, etc.). Using your data warehouse and reporting infrastructure you can slice and dice the data based on your business requirements.

Application is a multi-threaded implementation of pulling data through API. Each thread gets a campaign id to pull keyword performance report.  The code included here is a skeletal code and you need to add error handing, code to suit your database schema and some ETL.  In my environment I have used MySQL 5.0, linux (2.6) and Windows, Perl 5.10.1 and Google Adwords API v13.  You can also use Google’s client libraries available in many languages including Java, Python, DotNet, Perl, PHP and others.

Other posts that may be of interest:
1. Google Analytics Data Retriever
2. Bulk data loading using Talend
3. Google Keyword Performance data pull

Campaign Class:

package Campaign;

# Campaign Package

use strict;
use DBI;

sub new {
my $self = {};
$self->{campIds} = []; #-- Master campaign ID array


return $self;

sub _populateCampaignIds {
my $self = shift;

#- Connect to database to get list of campaigns (IDs).
#- my $dbh = DBI->connect($data_source, $user_name, $pw);
#- my $sth = $dbh->prepare(
#- "SELECT campaign_id from campaign
#- WHERE search_engine = 'google'
#- AND status = 'active';
#- ";
#- $sth->execute() or die "Unable to execute a query.\n";
#- while ( @id = $sth->fetchrow_array ) {
#- push (${$self->{campIds}}, $id[0]);
#- }
#- $dbh->disconnect;

#---- For demo, I have hard-coded some IDs.
push( @{$self->{campIds} }, '1111');
push( @{$self->{campIds} }, '2222');
push( @{$self->{campIds} }, '3333');

return 1;

#- Returns master list of campaign IDs
sub getCampaignIds {
my $self = shift;

return @{ $self->{campIds} };

#- Returns chunk of campaign IDs from master array.
sub getCampaignIdChunk {
my $self = shift;
my $chunks = shift;
my $index = shift;

if (!defined $index and !defined $chunks) {
return undef;

my $chunkSize = int (scalar(@ {$self->{campIds}})/$chunks);
if ($chunkSize < 1) {
print "Error: no campaigns to process for thread $index\n";
return undef;
my $lIx = $chunkSize * ($index - 1); #-- low index
my $hIx = $chunkSize * ($index); #-- high index

my @campIds = ();
if ($index < $chunks) {
@campIds = splice (@ {$self->{campIds}}, $lIx, $chunkSize);
} else {
#- print "Getting LAST chunk for $index from lower $lIx element and a chunk size of $chunkSize\n";
@campIds = splice (@ {$self->{campIds}}, $lIx);

return @campIds;


Prototype application:

# Adwords Data Retriever
# This is skeleton application to pull Adwords Keywords Performance Report Data
# from Google through Adwords API.
# Uses multi-threaded programming technique for simultaneous pull of many campaigns.
# Campaign ids in the application are hard-coded with dummy values and hence replace them by connecting
# to your database and getting actual campaign ids (code shown).
# Also, for authentication use your user name, password, developer & application code.
# Valid for Google Adwords v13.
# Author: Shiva M.

#- use lib "Add directory where you installed";
use strict;
use Benchmark;
use Getopt::Std;
use Data::Dumper;

use XML::Simple;
use LWP::Simple;
use Crypt::SSLeay;
use SOAP::Lite;
use IO::Uncompress::Gunzip qw();

use threads;
use threads::shared;

use Campaign;

my (%opts, @worker) = undef;
my $NUM_THREADS = 3; #-- Modify this to suit your environment. Or better use Config module with ini file to setup application configuration.
my $GOOGLE_API = '';

# Main program.

if ($opts{'s'} == 1) {
for (my $i = 1; $i < ($NUM_THREADS+1); $i++) {
print "MASTER: Starting thread " . $i, "\n";
$worker[$i] = threads->new(\&pullCampaignData, $i);
sleep 5;

while(anyRunningThread()) {
for (my $ii = 1; $ii < scalar(@worker); $ii++) {
my $thr = $worker[$ii];
if ($thr->is_joinable) {
my $ret = eval { $thr->join() };
print "Thread $ii returned: $ret\n";

exit (0);

# Subroutines.
sub getOpts {
if (!getopts('s:d:', \%opts)) {
print "Invalid option. Exiting\n";
exit (-1);

return 1;

#- Any thread still running?. Returns Yes/No (1/0)
sub anyRunningThread {
my $runThrs = threads->list(threads::running);
print "Still $runThrs threads are running.\n";
if ($runThrs) { return 1; }

return 0;

#- Each thread to pull keyword performance reports for a list of campaigns
sub pullCampaignData {
my ($tId) = @_;
my $thr = $worker[$tId];

my $to_dollar_conv_factor = 1 /(1000 * 1000); #-- Currency in micros. $1 1000 * 1000;

my $log = "thread_$tId.log";
open (TFH, ">$log") or die "Unable to open file $log\n"; #-- Log file for the thread.

#- Get this thread share of load - list of campaign IDs
my $campaign = Campaign->new();
my @tCampIds = $campaign->getCampaignIdChunk($NUM_THREADS,$tId);

print TFH "\npullCampaignData \$tId: $tId: campaignIDs:", map {"$_ "} @tCampIds;

my @headers = (SOAP::Header->name('email' => $email),
SOAP::Header->name('password' => $pw),
SOAP::Header->name('useragent' => $ua_name),
SOAP::Header->name('developerToken' => $developer_token),
SOAP::Header->name('applicationToken' => $application_token)

my $url = sprintf('', 'adwords');
my $wsdl = $url . '?wsdl';
my $service = SOAP::Lite->service($wsdl)->autotype(0)->readable(1)->proxy($url);
print TFH "\ndebug:service=$service" if $opts{d};

sub {
my $response = $::ARG[1];
die('The following SOAP fault occurred:', "\n", 'faultcode: ',
$response->faultcode(), "\n",
'faultstring: ', $response->faultstring(),
SOAP::Lite->import(+trace => 'debug') if $opts{d};

# Make SOAP call.
# Get one campaign data at a time. Generate a file to bulk load into database.

foreach my $cId (@tCampIds) {

my $AWJobParams = {
'selectedReportType' => 'Keyword',
'name' => 'AW Keyword Perf Daily Report',
'aggregationTypes' => ['Daily'],
'startDay' => $yesterday_date,
'endDay' => $yesterday_date,
'selectedColumns' => [ qw (
KeywordId Keyword CampaignId CampaignStatus
AdGroupId AdGroupStatus AdGroupMaxCpa AdWordsType
Impressions Clicks CTR CPC Conversions ConversionRate Cost
AveragePosition QualityScore AverageConversionValue BottomPosition
CPM CostPerConverstion CostPerTransaction DailyBudget DefaultCount
DefaultValue FirstPageCpc KeywordDestUrlDisplay KeywordStatus
KeywordTypeDisplay LeadCount LeadValue MaxContentCPC MaximumCPC
MaximumCPM PageViewCount PageViewValue SalesCount SalesValue
TopPosition TotalConversionValue Transactions ValuePerClick
ValuePerCost CustomerName ExternalCustomerId )
'crossClient' => 1,
'campaigns' => [$cId]

# Step 1. Define a job
my $report_job = SOAP::Data->name('job' => $AWJobParams);
$report_job->attr({'xsi:type' => 'DefinedReportJob', 'xmlns' => "$GOOGLE_API"});

# Output XML file after unzipped.
my $output = "${cId}_kw_perf.xml";

# Catch any exception
eval {

# Step 2. Validate report.
$service->call('validateReportJob' => $report_job, @headers);
print TFH "debug: about to schedule report \n";

# Step 3. Schedule report.
my $job_id = $service->call('scheduleReportJob' => $report_job, @headers)->result();
$job_id = SOAP::Data->name('reportJobId' => $job_id);

# Step 4. Get report status. Wait until finish or error.
my $status = $service->call('getReportJobStatus' => $job_id, @headers)->result();
while ($status ne 'Completed' and $status ne 'Failed') {
print TFH "Report job status is $status\n";
$status = $service->call('getReportJobStatus' => $job_id, @headers)->result();
if ($status eq 'Failed') {
die("Report job generation failed.\n");

# Step 5. Get report URL to download the file.
my $report_url = $service->call('getGzipReportDownloadUrl' => $job_id, @headers)->result();
print TFH "Report is available at $report_url\n" if $opts{d};

# Step 6. Get the data file (report).
my $gzip_report_data = LWP::Simple::get($report_url);

# Step 6a. Save it to local file.
my $localFile = "${cId}_kw_perf.xml.gz";
open(LFH, ">$localFile") or die "Could not open $localFile: $!\n";
print LFH $gzip_report_data . "\n";
close LFH;

# Step 7. Unzip the file and build xml hash.
IO::Uncompress::Gunzip::gunzip(\$gzip_report_data => $output);

my $xml_hash = XMLin($output);
print TFH Dumper($xml_hash) if $opts{d};

# Step 8. Create database bulk load file.
open (BLFH, ">${cId}_bulk_load_input.txt") or die "Unable to create bulk load file: $!\n";

#-- Uncomment the fields that are of interest to you.
foreach my $row (@{$xml_hash->{table}->{rows}->{row}}) {
print BLFH
$row->{keywordid},"\t", $row->{keyword},"\t",
# $row->{campaign},"\t",
$row->{campStatus},"\t", $row->{adgroupid},"\t",
# $row->{adgroup},"\t",
# $row->{agstatus},"\t",
# $row->{agMaxCpa} * $to_dollar_conv_factor,"\t",
# $row->{adwordsType}, $row->{keywordid}, $row->{keyword}, $row->{kwStatus},
# $row->{customerid}, $row->{acctname}, $row->{kwDestUrl},
$row->{imps},"\t", $row->{clicks},"\t", $row->{ctr},"\t",
# $row->{cpc} * $to_dollar_conv_factor, $row->{conv},
# $row->{convRate},
$row->{cost} * $to_dollar_conv_factor,"\t",
# $row->{avgConvValue} * $to_dollar_conv_factor,
# $row->{bottomPosition}, $row->{cpm} * $to_dollar_conv_factor,
# $row->{costPerConv} * $to_dollar_conv_factor,
# $row->{cpt} * $to_dollar_conv_factor,
# $row->{budget} * $to_dollar_conv_factor, $row->{defaultConv},
# $row->{defaultConvValue} * $to_dollar_conv_factor,
# $row->{firstPageCpc} * $to_dollar_conv_factor,
$row->{kwDestUrl},"\t", $row->{kwType},
# $row->{leads}, $row->{leadValue} * $to_dollar_conv_factor,
# $row->{maxContentCpc} * $to_dollar_conv_factor,
# $row->{maxCpc} * $to_dollar_conv_factor,
# $row->{maxCpm} * $to_dollar_conv_factor, $row->{pageviews},
# $row->{pageviewValue} * $to_dollar_conv_factor,
# $row->{purchases},
# $row->{purchaseValue} * $to_dollar_conv_factor,
# $row->{topPosition},
# $row->{convValue} * $to_dollar_conv_factor,
# $row->{transactions}, $row->{convVpc},
# $row->{valueCostRatio},

if ($@) {
print("Report job failed validation due to the following error: ", $@, "\n");
exit (-1);

return 1;

Bulk loading into data warehouse staging and perform summarization.

#- Psuedo code
#- 1. Cleanup or perform any needed transformation of data in the application.
#- 2. Concatenate all the campaign keyword performance data to a file(s).
#- 3. Bulk load file into a staging table.
#- 4. Transform and summarize the data through SQL.


Quick ROI for SEM (Adwords) Defined

SEM or Internet paid advertisement or PPC or Adwords or what ever one may call, has been on high growth rate for many years now and has shown that it will continue to grow in the near future with the potential to grab market share from other advertisement channels.  This has implications on all companies that would like to have their products or services advertised.  By quickly responding to the market changes and being nimble, they can effectively spend their marketing dollars with positive ROI.

Though I use Google Adwords in the following explaination, you can replace the same logic for Yahoo and MSN. I assume that you are somewhat familiar with natural search, paid search, clicks, impressions and related; and what they mean.  

Related posts: Quick ROI forecasting technique

Google or other search engines provide you the service to bid for specific keywords/ phrases.  And at the same time they track those keywords performance including clicks, impressions, and many more.  The big advantage is the availability of all this information through APIs (Application Programming Interfaces) and  I suggest you use daily summary to help track them.  The APIs calls are simple to setup and you can get it going with mainly one report called “Placement/ Keyword Performance Report”.
Google takes less than 1/2 an hour to provide the 80K to 100K keyword data. On making the API call to get the report, make the application check every minutes or so and once ready pull the report.  If you are pulling the reports from more than one search engine, it is easy to have separate instances of application and then merge everything in database or data warehouse.  This way you can have better concurrency.
This is the work horse that pulls the data from search engines.  The application can be single threaded to handle small load or if it is a large load (say, more than 100K keywords), you can use multi-threaded programming techniques.   Google’s v13 or v2009 API calls provide all the important data elements that one need, but in case of Yahoo you need to make two separate calls if you need max bid and keyword type.  But for most business uses you can do without them thus simplifying the process. The complexity araises not because you need to make 2nd call, but Yahoo returns different matching data and you need to take care that you match them to the correct bidding units.  I will provide more information on this in other articles.
Psudeocode or logic:
   Authenticate with Adwords (with your token)
   Make a SOAP request (through Perl, Java, PHP, etc.)
   Dump all the data to a file (Google has more than 50 columns).  Also, do any changes or cleanup, if needed.

Data Warehouse:
Once the data is dumped into file, have another process or same process bulk load the data into staging area of the data warehouse.  Medium or large companies typically have their own internal process setup to track the conversion and revenue.  So, by combining the spend/cost data from Google with your revenue, you can measure the ROI very effectively to the lowest level of granularity – keyword and its type.  You can also slice and dice the data along time, accounts, campaigns, ad groups, geo-location, etc.
Psuedocode or logic:
     Validate staging data
     Join revenue data with cost/spend data
     Summarize with time, bid unit, location, search engines, sites and other dimensions
Once you have the metrics of interest to you (either positive ROI, rate of improvement in clicks/ impressions, etc.), you can create reports for only those keywords/ campaigns that of interest to you.  Now you are ready to increase or decrease the bid amount on the keyword.  Also, note in this step, you should optimize your pages to the keywords so that your quality score is improved.  Just increasing the bid without the well optimized page is throwing the money away.
Psuedocode or logic:
   If daily change to number of keywords is not high, you can do bid changes manually or through excel.
   Else build automated bid framework that helps you