advertools

by eliasdabbas

eliasdabbas / advertools

advertools - online marketing productivity and analysis tools

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| ๐ŸŽŠ New:

SEO crawler 
_ now extracts JSON-LD canonical, alternate href, alternate hreflang, OpenGraph, and Twitter cards if available on pages | ๐ŸŽ‰ New:
knowledge_graph
Function for
connecting to Google's Knowledge Graph Data API 
_ | ๐ŸŽ‰ Faster:
sitemap_to_df
Function for
downloading & parsing XML sitemaps 
_ into DataFrames, is much faster now

advertools
: productivity & analysis tools to scale your online marketing

| A digital marketer is a data scientist. | Your job is to manage, manipulate, visualize, communicate, understand, and make decisions based on data.

You might be doing basic stuff, like copying and pasting text on spread sheets, you might be running large scale automated platforms with sophisticated algorithms, or somewhere in between. In any case your job is all about working with data.

As a data scientist you donโ€™t spend most of your time producing cool visualizations or finding great insights. The majority of your time is spent wrangling with URLs, figuring out how to stitch together two tables, hoping that the dates, wonโ€™t break, without you knowing, or trying to generate the next 124,538 keywords for an upcoming campaign, by the end of the week!

advertools
is a Python package that can hopefully make that part of your job a little easier.

Installation ~~~~~~~~~~~~

.. code:: bash

pip install advertools # OR: pip3 install advertools

SEM Campaigns

The most important thing to achieve in SEM is a proper mapping between the three main elements of a search campaign

Keywords (the intention) -> Ads (your promise) -> Landing Pages (your delivery of the promise) Once you have this done, you can focus on management and analysis. More importantly, once you know that you can set this up in an easy way, you know you can focus on more strategic issues. In practical terms you need two main tables to get started:

  • Keywords: You can

    generate keywords 
    _ (note I didn't say research) with the
    kw_generate
    function.
  • Ads: There are two approaches that you can use:

    • Bottom-up: You can create text ads for a large number of products by simple replacement of product names, and providing a placeholder in case your text is too long. Check out the
      ad_create 
      _ function for more details.
    • Top-down: Sometimes you have a long description text that you want to split into headlines, descriptions and whatever slots you want to split them into.
      ad_from_string 
      _ helps you accomplish that.
  • Tutorials and additional resources

    • Setting a full SEM campaign 
      _ for DataCamp's website tutorial
    • Project to practice
      generating SEM keywords with Python 
      _ on DataCamp
    • Setting up SEM campaigns on a large scale 
      _ tutorial on SEMrush
    • Visual
      tool to generate keywords 
      _ online based on the
      kw_generate
      function

SEO

Probably the most comprehensive online marketing area that is both technical (crawling, indexing, rendering, redirects, etc.) and non-technical (content creation, link building, outreach, etc.). Here are some tools that can help with your SEO

  • SEO crawler: 
    _ A generic SEO crawler that can be customized, built with Scrapy, & with several features:
    • Standard SEO elements extracted by default (title, header tags, body text, status code, reponse and request headers, etc.)
    • CSS and XPath selectors: You probably have more specific needs in mind, so you can easily pass any selectors to be extracted in addition to the standard elements being extracted
    • Custom settings: full access to Scrapy's settings, allowing you to better control the crawling behavior (set custom headers, user agent, stop spider after x pages, seconds, megabytes, save crawl logs, run jobs at intervals where you can stop and resume your crawls, which is ideal for large crawls or for continuous monitoring, and many more options)
    • Following links: option to only crawl a set of specified pages or to follow and discover all pages through links
  • robots.txt downloader 
    _ A simple downloader of robots.txt files in a DataFrame format, so you can keep track of changes across crawls if any, and check the rules, sitemaps, etc.
  • XML Sitemaps downloader / parser 
    _ An essential part of any SEO analysis is to check XML sitemaps. This is a simple function with which you can download one or more sitemaps (by providing the URL for a robots.txt file, a sitemap file, or a sitemap index
  • SERP importer and parser for Google & YouTube 
    _ Connect to Google's API and get the search data you want. Multiple search parameters supported, all in one function call, and all results returned in a DataFrame
  • Tutorials and additional resources

    • A visual tool built with the
      serp_goog
      function to get
      SERP rankings on Google 
      _
    • A tutorial on
      analyzing SERPs on a large scale with Python 
      _ on SEMrush
    • SERP datasets on Kaggle 
      _ for practicing on different industries and use cases
    • SERP notebooks on Kaggle 
      _ some examples on how you might tackle such data
    • Content Analysis with XML Sitemaps and Python 
      _
    • XML dataset examples:
      news sites 
      ,
      Turkish news sites 
      ,
      Bloomberg news 
      _

Text & Content Analysis (for SEO & Social Media)

URLs, page titles, tweets, video descriptions, comments, hashtags are some exmaples of the types of text we deal with.

advertools
provides a few options for text analysis
  • Word frequency 
    _ Counting words in a text list is one of the most basic and important tasks in text mining. What is also important is counting those words by taking in consideration their relative weights in the dataset.
    word_frequency
    does just that.
  • URL Analysis 
    _ We all have to handle many thousands of URLs in reports, crawls, social media extracts, XML sitemaps and so on.
    url_to_df
    converts your URLs into easily readable DataFrames.
  • Emoji 
    _ Produced with one click, extremely expressive, highly diverse (3k+ emoji), and very popular, it's important to capture what people are trying to communicate with emoji. Extracting emoji, get their names, groups, and sub-groups is possible. The full emoji database is also available for convenience, as well as an
    emoji_search
    function in case you want some ideas for your next social media or any kind of communication
  • extract_ functions 
    _ The text that we deal with contains many elements and entities that have their own special meaning and usage. There is a group of convenience functions to help in extracting and getting basic statistics about structured entities in text; emoji, hashtags, mentions, currency, numbers, URLs, questions and more. You can also provide a special regex for your own needs.
  • Stopwords 
    _ A list of stopwords in forty different languages to help in text analysis.
  • Tutorial on DataCamp for creating the

    word_frequency
    function and explaining the importance of the difference between
    absolute and weighted word frequency 
    _
  • Text Analysis for Online Marketers 
    _ An introductory article on SEMrush

Social Media

In addition to the text analysis techniques provided, you can also connect to the Twitter and YouTube data APIs. The main benefits of using

advertools
for this:
  • Handles pagination and request limits: typically every API has a limited number of results that it returns. You have to handle pagination when you need more than the limit per request, which you typically do. This is handled by default
  • DataFrame results: APIs send you back data in a formats that need to be parsed and cleaned so you can more easily start your analysis. This is also handled automatically
  • Multiple requests: in YouTube's case you might want to request data for the same query across several countries, languages, channels, etc. You can specify them all in one request and get the product of all the requests in one response

  • Tutorials and additional resources

  • A visual tool to

    check what is trending on Twitter 
    _ for all available locations
  • A

    Twitter data analysis dashboard 
    _ with many options
  • How to use the

    Twitter data API with Python 
    _
  • Extracting entities from social media posts 
    _ tutorial on Kaggle
  • Analyzing 131k tweets 
    _ by European Football clubs tutorial on Kaggle
  • An overview of the

    YouTube data API with Python 
    _

Conventions ~~~~~~~~~~~

Function names mostly start with the object you are working on, so you can use autocomplete to discover other options:

|

kw_
: for keywords-related functions |
ad_
: for ad-related functions |
url_
: URL tracking and generation |
extract_
: for extracting entities from social media posts (mentions, hashtags, emoji, etc.) |
emoji_
: emoji related functions and objects |
twitter
: a module for querying the Twitter API and getting results in a DataFrame |
youtube
: a module for querying the YouTube Data API and getting results in a DataFrame |
serp_
: get search engine results pages in a DataFrame, currently available: Google and YouTube |
crawl
: a function you will probably use a lot if you do SEO |
*_to_df
: a set of convenience functions for converting to DataFrames (XML sitemaps, robots.txt files, and lists of URLs)

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