Search Term Waste Elimination

/*
=== Core: Search Term Waste Elimination ===
Version: 1.1
Docs: merchjar.com/templates?t=core-search-term-waste-elimination
Changelog: v1.1 - CTR-relevance scaling: CTR scales the click threshold (low CTR negates sooner, high CTR earns runway).

Purpose: Intelligently negate wasteful search terms using efficiency, performance, and CTR-relevance analysis.
Dataset: Search Terms
Recommended: Create Negative Exact Match | Daily
Tags: waste, negation, default
Risk: negatives
Schedule: daily
Goal: cut-waste
Requires-Properties: none
Pairs-With: build-segment, check-segments
Last-Updated: 2026-09-04
Min-Pack-Version: 1.0.0
*/

// === Core Settings ===
let $clicks_threshold = 20;                  // CORE: Base click threshold for zero-order terms (scaled by CTR below)
let $spend_threshold = 5.00;                 // CORE: Base spend requirement for zero-order terms

// === Strategy Settings ===
let $orders_min_for_acos_eval = 5;           // STRATEGY: Orders required for ACOS-based evaluation
let $clicks_min_for_acos_eval = 100;         // STRATEGY: Clicks required for ACOS-based evaluation
let $t_acos_threshold_negate = 400%;         // STRATEGY: Negate if ACOS >= (Target ACOS x 400%) when min clicks & orders are met [e.g., 30% target = 120% threshold]

// === CTR Relevance Scaling ===
let $ctr_reference = 0.30%;                  // STRATEGY: Baseline CTR; above = relevant, below = weak relevance
let $ctr_low_floor = 0.15%;                  // STRATEGY: At/below this: clearly irrelevant, most aggressive (0.5x click bar)
let $ctr_high_ceiling = 0.60%;               // STRATEGY: At/above this: strongly relevant, most runway (1.5x click bar)

// === Advanced Settings ===
let $clicks_scaling_per_order = 20;          // ADVANCED: Additional clicks allowed per order [e.g., 2 orders = 20 + (2 x 20) = 60 clicks]
let $spend_scaling_per_order = 5.00;         // ADVANCED: Additional spend required per order [e.g., 2 orders = $5 + (2 x $5) = $15 spend]
let $irrelevant_terms = ["NEVER_MATCH"];     // ADVANCED: Aggressively negate search terms containing these keywords (unrelated terms)
let $irrelevant_clicks_threshold = 10;       // ADVANCED: Clicks required to negate irrelevant terms (ignores all scaling and spend requirements)

// === Safeguards ===
let $safeguard_orders = 10;                  // SAFEGUARD: Never negate terms with this many orders or more
let $safeguard_min_roas_ratio = 50%;         // SAFEGUARD: Protect terms with ROAS >= (Target ROAS x 50%) [e.g., 3.33 target ROAS = 1.67 protection]
let $protected_terms = ["NEVER_MATCH"];      // SAFEGUARD: Never negate search terms containing these keywords (your brand, product names, strategic terms)

// === Segment Filters ===
let $include_campaigns = [""];               // FILTER: Apply to all campaigns, or specify terms like ["SP-", "Auto", "Research"]
let $exclude_campaigns = ["NEVER_MATCH"];    // FILTER: Exclude campaigns containing these terms, e.g., ["Brand", "Test", "Archive"]

// ============================================================================
// === Segment Logic ===
// ============================================================================
// Advanced logic below - modify carefully

// Pre-calculate performance metrics
let $lifetime_orders = orders(lifetime);
let $lifetime_clicks = clicks(lifetime);
let $lifetime_spend = spend(lifetime);
let $lifetime_acos = acos(lifetime);
let $lifetime_roas = roas(lifetime);
let $lifetime_impressions = impressions(lifetime);

// CTR as a ratio (clicks / impressions), guarded against zero impressions
let $lifetime_ctr = case(
    $lifetime_impressions > 0 => $lifetime_clicks / $lifetime_impressions,
    else 0
);

// CTR multiplier: weak relevance lowers the click bar, strong relevance raises it
let $ctr_multiplier = case(
    $lifetime_ctr <= $ctr_low_floor => 0.5,
    $lifetime_ctr < $ctr_reference => 0.75,
    $lifetime_ctr >= $ctr_high_ceiling => 1.5,
    $lifetime_ctr >= $ctr_reference => 1.25,
    else 1.0
);

// Calculate scaled thresholds based on order history and CTR relevance
let $clicks_threshold_adj = $clicks_threshold * $ctr_multiplier;
let $allowed_clicks = $clicks_threshold_adj + ($lifetime_orders * $clicks_scaling_per_order);
let $spend_required = $spend_threshold + ($lifetime_orders * $spend_scaling_per_order);

// Data sufficiency check (both clicks and spend)
let $sufficient_data = case(
    $lifetime_clicks >= $allowed_clicks and $lifetime_spend >= $spend_required => 1,
    else 0
);

// Calculate efficiency for converting terms
let $actual_clicks_per_order = case(
    $lifetime_orders > 0 => $lifetime_clicks / $lifetime_orders,
    else 999  // Treat zero-order terms as infinitely inefficient
);

// ROAS-based protection calculation
let $target_roas = case(
    target acos > 0 => 1 / target acos,
    else 0
);

let $roas_protection_threshold = case(
    $target_roas > 0 => $target_roas * $safeguard_min_roas_ratio,
    else 0
);

let $roas_protected = case(
    $lifetime_orders > 0 and $target_roas > 0 and $lifetime_roas >= $roas_protection_threshold => 1,
    else 0
);

// Search term relevance analysis
let $protected_term = case(
    search term contains any $protected_terms => 1,
    else 0
);

let $irrelevant_term = case(
    search term contains any $irrelevant_terms => 1,
    else 0
);

// Protection safeguards
let $high_order_protection = case(
    $lifetime_orders >= $safeguard_orders => 1,
    else 0
);

let $protected_overall = case(
    $high_order_protection = 1 => 1,
    $protected_term = 1 => 1,
    $roas_protected = 1 => 1,
    else 0
);

// Four negation paths: irrelevant, zero-order waste, efficiency, and ACOS performance
let $irrelevant_candidate = case(
    $irrelevant_term = 1 and $lifetime_clicks >= $irrelevant_clicks_threshold => 1,
    else 0
);

let $zero_order_waste_candidate = case(
    $lifetime_orders = 0 and $sufficient_data = 1 => 1,
    else 0
);

let $efficiency_candidate = case(
    $lifetime_orders > 0 and ($lifetime_orders < $orders_min_for_acos_eval or $lifetime_clicks < $clicks_min_for_acos_eval) => case(
        $actual_clicks_per_order > $clicks_scaling_per_order and $sufficient_data = 1 => 1,
        else 0
    ),
    else 0
);

let $performance_candidate = case(
    $lifetime_orders >= $orders_min_for_acos_eval and $lifetime_clicks >= $clicks_min_for_acos_eval => case(
        target acos > 0 and $lifetime_acos > target acos * $t_acos_threshold_negate => 1,
        else 0
    ),
    else 0
);

let $negation_candidate = case(
    $irrelevant_candidate = 1 => 1,
    $zero_order_waste_candidate = 1 => 1,
    $efficiency_candidate = 1 => 1,
    $performance_candidate = 1 => 1,
    else 0
);

// === Diagnostic Properties ===
let $reason = case(
    $high_order_protection = 1 => "Protected - too many orders to negate",
    $protected_term = 1 => "Protected - contains protected keyword",
    $roas_protected = 1 => "Protected - ROAS above safeguard threshold",
    $irrelevant_candidate = 1 => "Contains irrelevant terms, met click threshold",
    $irrelevant_term = 1 and $lifetime_clicks < $irrelevant_clicks_threshold => "Contains irrelevant terms, needs more clicks",
    $zero_order_waste_candidate = 1 and $ctr_multiplier <= 0.75 => "Zero orders, weak CTR accelerated negation",
    $zero_order_waste_candidate = 1 => "Zero orders, met click threshold",
    $efficiency_candidate = 1 and $ctr_multiplier <= 0.75 => "Inefficient clicks-per-order, weak CTR",
    $efficiency_candidate = 1 and $actual_clicks_per_order >= $clicks_scaling_per_order * 2 => "Greatly exceeds click-per-order limit",
    $efficiency_candidate = 1 => "Exceeds click-per-order limit",
    $performance_candidate = 1 => "ACOS far above target threshold",
    $sufficient_data = 0 and $ctr_multiplier >= 1.25 => "Strong CTR - earning runway before negation",
    $sufficient_data = 0 and $lifetime_spend < $spend_required and $lifetime_clicks < $allowed_clicks => "Insufficient spend and clicks",
    $sufficient_data = 0 and $lifetime_spend < $spend_required => "Insufficient spend",
    $sufficient_data = 0 => "Insufficient clicks for order level",
    $lifetime_orders > 0 and ($lifetime_orders < $orders_min_for_acos_eval or $lifetime_clicks < $clicks_min_for_acos_eval) => "Converting within click-per-order limit",
    $lifetime_orders >= $orders_min_for_acos_eval and $lifetime_clicks >= $clicks_min_for_acos_eval => "ACOS below negation threshold",
    else "Zero orders, needs more clicks"
);

let $planned_action = case(
    $zero_order_waste_candidate = 1 => "Negate - Zero Orders, High Clicks",
    $irrelevant_candidate = 1 => "Negate - Irrelevant Term",
    $efficiency_candidate = 1 => case(
        $lifetime_orders = 1 => "Negate - Single Order, High Clicks",
        $lifetime_orders >= 2 => "Negate - Converting but Inefficient",
        else "Negate - Over Click Limit"
    ),
    $performance_candidate = 1 => "Negate - High ACOS (Converting Well)",
    $high_order_protection = 1 or $protected_term = 1 or $roas_protected = 1 => "Protected - No Action",
    else "No Action"
);

// === Final Filter ===
negated = false
and (campaign name contains any $include_campaigns)
and (campaign name does not contain all $exclude_campaigns)
and $negation_candidate = 1
and $protected_overall = 0