$headings * @param list $keywords most frequent meaningful words, longest first */ public function __construct( public string $url, public string $title, public string $description, public array $headings, public string $text, public array $keywords, ) {} /** The advertiser's name as the page presents it, best effort. */ public function businessName(): string { return $this->headings[0] ?? $this->title; } /** * A campaign name a person would recognise. * * No platform in the name: the same brief can produce a campaign on several * platforms, and "Acme - Google Ads" would be wrong on half of them. */ public function campaignName(): string { return $this->businessName() !== '' ? $this->businessName() : 'New campaign'; } /** @return list candidate headlines, longest-standing first */ public function headlines(): array { return array_values(array_unique(array_filter([$this->title, ...$this->headings]))); } /** @return list candidate descriptions */ public function descriptions(): array { return array_values(array_filter([ $this->description, $this->text !== '' ? mb_substr($this->text, 0, 90) : null, ])); } /** * What the page looks like it is for, in plain words. * * A shop page wants sales, a form wants leads, an article wants traffic. * Returned as the brief's vocabulary rather than any platform's, so the * same answer maps onto Meta's OUTCOME_SALES and Google's conversion goal. * * A guess, and treated as one everywhere it is used: it is offered as a * suggestion with its reason shown, never written as though the user said * it. Null when the page gives no clear signal, because a wrong suggestion * is worse than none. * * @return array{outcome: string, because: string}|null */ public function suggestedOutcome(): ?array { $haystack = mb_strtolower($this->title.' '.$this->description.' '.implode(' ', $this->headings).' '.$this->text); // Ordered by how strongly each signal implies intent. A page selling // something often also has a newsletter form, so the checkout wins. $signals = [ 'sales' => ['add to cart', 'add to basket', 'buy now', 'checkout', 'free shipping', 'in stock', 'order now'], 'leads' => ['get a quote', 'request a demo', 'book a call', 'contact us', 'sign up', 'free trial', 'subscribe'], ]; foreach ($signals as $outcome => $phrases) { foreach ($phrases as $phrase) { if (str_contains($haystack, $phrase)) { return ['outcome' => $outcome, 'because' => 'the page says "'.$phrase.'"']; } } } return null; } /** @return array */ public function toArray(): array { return [ 'url' => $this->url, 'page' => [ 'title' => $this->title, 'description' => $this->description, 'headings' => $this->headings, 'text' => $this->text, ], 'suggestions' => [ 'campaign_name' => $this->campaignName(), 'business_name' => $this->businessName(), 'headlines' => $this->headlines(), 'descriptions' => $this->descriptions(), 'keywords' => implode(', ', $this->keywords), ], ]; } }