Keyword Performance Analyzer
SKILL.md
HOW_TO_USE.md
sample_input.json
expected_output.json
skillsgoogle-adsSKILL.md
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# Keyword Performance Analyzer
Deep-dive into your keywords to find what's working, what's bleeding money, and where Quality Score is killing your efficiency.
## Core Philosophy
**Keywords are the foundation.** Bad keywords = bad account. Great keywords with poor QS = overpaying for every click.
**The 3 Keyword Questions:**
1. Which keywords are actually driving results?
2. Where is Quality Score costing me money?
3. What bid adjustments will improve efficiency?
---
## MCP Integration
### Required Data Pull
Run this GAQL query with the Google Ads MCP `gaql` action (resource: `keyword_view`):
```
SELECT
campaign.id,
campaign.name,
ad_group.id,
ad_group.name,
ad_group_criterion.keyword.text,
ad_group_criterion.keyword.match_type,
ad_group_criterion.negative,
metrics.impressions,
metrics.clicks,
metrics.cost_micros,
metrics.conversions,
metrics.conversions_value,
metrics.ctr,
metrics.historical_quality_score
FROM keyword_view
WHERE segments.date BETWEEN '{start_date}' AND '{end_date}'
AND ad_group_criterion.negative = FALSE
AND metrics.impressions > 0
ORDER BY metrics.cost_micros DESC
```
### Data Requirements
**From MCP Response:**
- `ad_group_criterion.keyword.text` - The keyword
- `ad_group_criterion.keyword.match_type` - BROAD, PHRASE, EXACT
- `metrics.historical_quality_score` - QS (1-10 scale)
- `metrics.impressions`, `metrics.clicks`, `metrics.cost_micros`
- `metrics.conversions`, `metrics.conversions_value`
- `metrics.ctr` - Click-through rate
**User Should Provide:**
- Target CPA or ROAS
- Date range (default: last 30 days)
- Minimum spend threshold for analysis (default: $10)
---
## Analysis Framework
### Tier 1: Quality Score Analysis
**QS Breakdown:**
| QS Range | Assessment | Priority |
|----------|------------|----------|
| 1-3 | Critical - Major cost penalty | Immediate |
| 4-5 | Poor - Significant penalty | High |
| 6-7 | Average - Room to improve | Medium |
| 8-10 | Good - Maintain | Low |
**QS Impact Calculation:**
```
Estimated CPC penalty = (10 - QS) Ć 10%
Example: QS 5 = ~50% higher CPCs than QS 10
```
**QS Improvement Levers:**
1. **Expected CTR** - Ad relevance, compelling copy
2. **Ad Relevance** - Keyword-ad alignment
3. **Landing Page Experience** - Page quality, load speed, relevance
---
### Tier 2: Performance Segmentation
**Keyword Categories:**
| Category | Criteria | Action |
|----------|----------|--------|
| Stars | Conv > 0, CPA < target, QS 7+ | Scale bids, add budget |
| Solid | Conv > 0, CPA at target | Maintain, test improvements |
| Potential | Good CTR, 0 conv, low spend | Give more budget/time |
| Bleeders | High spend, 0 conv | Pause or reduce bids |
| QS Victims | Good conv, QS < 6 | Fix QS to reduce CPA |
| Zombies | Low impressions, no activity | Evaluate relevance |
---
### Tier 3: Match Type Analysis
**Match Type Health Check:**
| Match Type | Ideal Use | Red Flags |
|------------|-----------|-----------|
| EXACT | High-intent, proven converters | Too few impressions |
| PHRASE | Balanced reach + control | High spend, low conv |
| BROAD | Discovery, volume | Bleeding on irrelevant terms |
**Match Type Migration Signals:**
- BROAD ā PHRASE: Good conv but also waste in search terms
- PHRASE ā EXACT: Consistent performer, want more control
- EXACT ā Pause: No impressions, too restrictive
---
### Tier 4: Bid Optimization
**Bid Adjustment Framework:**
| Signal | Recommendation |
|--------|----------------|
| CPA 30%+ below target, limited by rank | Increase bid 15-20% |
| CPA at target, good volume | Maintain bid |
| CPA 10-30% above target | Decrease bid 10-15% |
| CPA 30%+ above target | Decrease bid 20-30% or pause |
| QS < 6 with high CPA | Fix QS before adjusting bid |
---
## Output Format
### Executive Summary
```
KEYWORD HEALTH SCORE: š¢/š”/š“
Keywords Analyzed: XXX
Period: [dates]
Avg Quality Score: X.X
Keywords with QS Issues: XX (XX%)
Estimated Monthly QS Penalty: $X,XXX
```
---
### Quality Score Report
**Critical QS Issues (QS 1-5):**
| Keyword | Match | QS | Impressions | CPA | Est. Penalty |
|---------|-------|-----|-------------|-----|--------------|
| [keyword] | EXACT | 4 | X,XXX | $XX | +XX% CPC |
| [keyword] | PHRASE | 3 | X,XXX | $XX | +XX% CPC |
**QS Improvement Priorities:**
1. **[Keyword]** (QS: 4)
- Issue: Low expected CTR
- Action: Test new ad copy with keyword in headline
- Potential savings: $XXX/month
2. **[Keyword]** (QS: 5)
- Issue: Landing page experience
- Action: Improve page load speed, add keyword relevance
- Potential savings: $XXX/month
---
### Performance Tiers
**Stars (Scale These):**
| Keyword | Conv | CPA | vs Target | QS | Recommendation |
|---------|------|-----|-----------|-----|----------------|
| [keyword] | XX | $XX | -XX% | 8 | Increase bid 15% |
**Bleeders (Fix or Pause):**
| Keyword | Spend | Conv | QS | Action |
|---------|-------|------|-----|--------|
| [keyword] | $XXX | 0 | 5 | Pause |
| [keyword] | $XXX | 0 | 7 | Reduce bid 30% |
**QS Victims (Fix QS First):**
| Keyword | Conv | CPA | QS | Potential CPA |
|---------|------|-----|-----|---------------|
| [keyword] | XX | $XX | 4 | $XX (if QS=8) |
---
### Match Type Recommendations
**Migrate to Exact:**
- [keyword] (PHRASE) - 5+ conversions, consistent performer
- [keyword] (BROAD) - Proven term, want bid control
**Consider Pausing:**
- [keyword] (EXACT) - 0 impressions in 30 days
- [keyword] (BROAD) - 80% of clicks from irrelevant terms
---
### Bid Adjustment Queue
**Increase Bids:**
| Keyword | Current Bid | Conv | CPA | Recommended |
|---------|-------------|------|-----|-------------|
| [keyword] | $X.XX | XX | $XX | $X.XX (+15%) |
**Decrease Bids:**
| Keyword | Current Bid | Conv | CPA | Recommended |
|---------|-------------|------|-----|-------------|
| [keyword] | $X.XX | X | $XX | $X.XX (-20%) |
---
### Quick Wins Summary
```
ACTION KEYWORDS EST. IMPACT
āāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāā
Pause bleeders XX Save $X,XXX/mo
Fix QS issues XX Save $X,XXX/mo
Increase bids on stars XX +XX conv/mo
Migrate to exact match XX Better control
```
---
## Composability
**Chains from:**
- `search-term-gold-miner` - Promoted search terms become keywords to analyze
**Chains to:**
- `bid-strategy-auditor` - Keywords feed into bid strategy analysis
- `budget-allocation-optimizer` - Keyword efficiency informs budget moves
---
## Limitations
**I can assess:**
- Quality Score and its cost impact
- Keyword-level performance tiers
- Match type distribution health
- Bid adjustment opportunities
**I cannot assess:**
- QS component breakdown, unless you add `ad_group_criterion.quality_info.creative_quality_score`, `ad_group_criterion.quality_info.post_click_quality_score` and `ad_group_criterion.quality_info.search_predicted_ctr` to the GAQL query
- Search term quality within keyword (need search term report)
- Competitor keyword bids
- Incrementality of keyword conversions
**For deeper analysis, also run:**
- `search-term-gold-miner` for search term quality
- Landing page audit for QS improvements
---
## Quality Checklist
Before delivering analysis:
- [ ] QS distribution calculated
- [ ] Bleeders identified with spend impact
- [ ] Stars identified with scaling opportunity
- [ ] QS penalty estimated in dollars
- [ ] Bid recommendations include % change
- [ ] Match type migrations justified
- [ ] Composability next steps noted
ReadyKeyword Performance Analyzer
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