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What the MCP returns at this step

85 · Marketing · Paid Search

Google Search Campaign Analysis

Classify Search queries and diagnose CPC, rank and budget pressure; use Search Campaign Change Planning for proposed mutations.

suchkampagnenbewertunggoogle-ads-search-analysis

Google Ads Search Analysis — Q1–Q5 · Original SKILL.md

---
name: google-ads-search-analysis
description: "Use when analyzing Google Ads Search campaigns: Q1–Q5 query classification, CPC inflation diagnosis, rank/budget pressure, decision matrix, scaling prerequisites."
---
# Google Ads Search — Analysis & Optimization

> Metric definitions (CPA, ROAS, CVR, CPC, micros conversion, CPC trend formulas, Smart Bidding minimums, scaling cap) live in `google_ads/tool-fundamentals` and auto-load with this skill. Do NOT redefine them here. This skill is the workflow: classify queries → diagnose auction pressure → decide action.

## Data Requirements

Pull these using `google_ads_run_gaql`:

1. **Campaign auction metrics**: `metrics.search_impression_share`, `metrics.search_rank_lost_impression_share`, `metrics.search_budget_lost_impression_share`, `metrics.search_top_impression_percentage`, `metrics.search_absolute_top_impression_percentage`, `metrics.average_cpc`, `metrics.cost_micros`, `metrics.conversions`, `metrics.conversions_value`, `metrics.clicks`, `metrics.impressions`. Filter: `campaign.advertising_channel_type = 'SEARCH'`, `LAST_30_DAYS`, `campaign.status = 'ENABLED'`.
2. **Search terms**: `search_term_view.search_term`, impressions, clicks, cost, conversions, conversion_value. Sort by cost DESC, limit 200.
3. **Keyword-level auction**: keyword text, match type, keyword IS, IS Lost (Rank), avg CPC, conversions, cost from `keyword_view`. Sort by cost DESC, limit 200.
4. **CPC trend**: avg CPC for current 7 days vs prior 7 days (two queries with different `DURING` clauses; compute WoW delta locally per `tool-fundamentals → CPC trend WoW`).

Ask user for **target CPA** (or target ROAS for ecommerce). Default: use historical 30-day average.

---

## Step 1: Query Classification (Q1–Q5)

Classify each search term by performance:

| Tier | Name | Condition |
|------|------|-----------|
| **Q1** | Profitable | Conversions ≥ 2, OR CPA ≤ target, OR ROAS ≥ target |
| **Q2** | Promising | Conversions = 0 AND cost < 0.5× target CPA AND no Q5 signals |
| **Q3** | Unproven | Conversions = 0 AND cost between 0.5×–1× target CPA |
| **Q4** | Losing | Cost ≥ 1× target CPA with 0 conversions, OR CPA ≥ 1.5× target, OR ROAS ≤ 0.7× target |
| **Q5** | Invalid | Query contains: free, cheap, diy, how to, job, salary, course, pdf, meaning, used, repair |

**Q5 terms are eliminated regardless of cost.** Calculate spend share per tier.

---

## Step 2: Auction Pressure Classification

### Rank Pressure

| Rank Pressure = HIGH | if ANY true |
|---------------------|-------------|
| IS Lost (Rank) ≥ 30% | |
| Search IS ≤ 50% AND IS Lost (Rank) > IS Lost (Budget) | |
| Top of Page Rate ≤ 60% on Q1 queries | |
| Absolute Top ≤ 20% on Q1 queries | |

| Rank Pressure = LOW | if ALL true |
|--------------------|-------------|
| IS Lost (Rank) ≤ 20% | |
| Top of Page Rate ≥ 70% | |
| Absolute Top ≥ 30% on Q1 queries | |

### Budget Pressure

| Budget Pressure = HIGH | if ALL true |
|-----------------------|-------------|
| IS Lost (Budget) ≥ 20% | |
| IS Lost (Budget) > IS Lost (Rank) | |
| CPA ≤ target CPA | |
| ≥ 60% of spend from Q1–Q3 | |

| Budget Pressure = LOW | if ANY true |
|----------------------|-------------|
| IS Lost (Budget) < 10% | |
| CPA > target CPA | |
| Q4 + Q5 spend ≥ 25% | |

---

## Step 3: Decision Matrix

### Primary Action Table

| Query Mix | Rank Pressure | Budget Pressure | Action |
|-----------|--------------|-----------------|--------|
| Q1-heavy | Low | High | Increase budget 10–20% |
| Q1-heavy | High | Low | Increase bids 5–10% OR improve ad relevance |
| Q1-heavy | High | High | Fix rank first, then budget |
| Q1-heavy | Low | Low | Hold — no changes needed |
| Q2–Q3 heavy | Low | High | Limited budget test |
| Q4+ present | High | Any | Cap or cut spend |
| Q5 present | Any | Any | Negate immediately |

### Metric-Specific Logic

**Search IS**: Low IS alone means nothing. Only act if Q1 share ≥ 50% AND IS Lost (Rank or Budget) explains it.

**IS Lost (Rank)**: If majority Q1, CPA ≤ target, Rank Pressure HIGH → increase bids 5–10% or improve ad relevance. If CPA > target → do NOT raise bids, instead tighten queries (promote Q1 to Exact, kill Q3/Q4 leakage).

**IS Lost (Budget)**: If CPA stable, Q1–Q3 share ≥ 60%, Budget Pressure HIGH → increase budget 10–20%. Otherwise fix queries first.

**Top/Absolute Top**: Use only on Q1 queries. If CVR at Top ≥ 1.15× rest → defend position. No CVR delta = ego tax, ignore.

---

## Step 4: CPC Inflation Diagnosis

When CPC is increasing (compare WoW per `tool-fundamentals → CPC trend WoW`), identify which case applies:

| Symptom | Root Cause | Action |
|---------|-----------|--------|
| CPC ↑ AND IS Lost (Rank) ↑ | Competition increased | Bid increase allowed ONLY if CPA ≤ target |
| CPC ↑ AND new Q4/Q5 terms appearing | Match type leakage | Add negatives, tighten match types |
| CPC ↑ AND CTR ↓ | Ad relevance degraded | Improve ad copy, NOT bids |

**Only Case 1 (competition) justifies bid increases.** Cases 2 and 3 require query or creative fixes.

---

## Step 5: Scaling Prerequisites

Scale ONLY if ALL true:
- Q1 queries isolated (Exact or tight Phrase match)
- CPA stable or improving over 14+ days
- IS Lost (Budget) ≥ 20%
- CPC WoW% increase < CVR WoW% increase (efficiency improving faster than costs)

If CPC rising faster than CVR → false scale signal. Do not increase budget.

Scaling step caps come from `tool-fundamentals → Scaling step cap` and `guardrails`.

---

## Step 6: Competitor & Brand Logic

**Brand defense** (when brand CPC ↑, Absolute Top ↓, competitor overlap ↑):
- Raise bids only on exact-match brand terms
- Tighten match types on brand campaigns
- Add competitor terms as negatives in non-brand campaigns

**Competitor campaigns**: Default state is OFF. Enable only if CPA ≤ 1.2× target AND Rank Pressure = LOW. Otherwise pause.

---

## Prohibitions

- Never increase budget to fix low IS without classifying queries first
- Never increase bids with Q4/Q5 terms present
- Never chase Absolute Top without CVR proof
- Never let Broad match dominate auction signals
- Never increase bids AND budget simultaneously

## Weekly Execution Order (immutable)

1. Prune Q4/Q5 queries
2. Reclassify remaining queries
3. Recompute auction pressure
4. Make bid/budget moves
5. Fix ad relevance

---

## Next Steps

If changes need to be executed, load `google_ads/search-execution` for tool parameters and implementation details.

Output must include: query mix breakdown with spend shares, pressure diagnosis with IS metrics, CPC trend analysis with root cause, recommended actions in execution order, expected 7-day impact.

When to use

Classify Search queries and diagnose CPC, rank and budget pressure; use Search Campaign Change Planning for proposed mutations.

What you get

The complete original GoMarble guidance, with source attribution and declared limits.

How it works

Clarify scope, use available evidence, and apply the relevant source workflow within actual user authorization.

Requirements

Search query/campaign reports, targets, conversion value/quality and reporting period.

Delivery and review notes

Query categories and scaling gates are source heuristics; compare like-for-like attribution and document insufficient evidence. GoMarble connectors, referenced sibling skills and runtime dependencies are not bundled or installed by M11. Brief obvious-danger screening only; no functional test or comprehensive safety certification. Loading this text authorizes no external calls, account mutations or ad spend.

Starting prompt

Use Google Search Campaign Analysis for [TASK]. Clarify Search query/campaign reports, targets, conversion value/quality and reporting period. Separate observed evidence from heuristics and recommendations. Check actual connector availability and approval semantics before any external action.

Not for

Claiming installed GoMarble tools, proven campaign outcomes or authorization to launch ads merely from loading this source.

What M11 added

German routing and explicit scope. Original attribution: GoMarble. Query categories and scaling gates are source heuristics; compare like-for-like attribution and document insufficient evidence. GoMarble connectors, referenced sibling skills and runtime dependencies are not bundled or installed by M11. Brief obvious-danger screening only; no functional test or comprehensive safety certification. Loading this text authorizes no external calls, account mutations or ad spend.

Original authorship remains with gomarble-ai/marketing-agent · Original source ↗

Original license & copyright

MIT License

Copyright (c) 2026 GoMarble

Permission is hereby granted, free of charge, to any person obtaining a copy
of this software and associated documentation files (the "Software"), to deal
in the Software without restriction, including without limitation the rights
to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
copies of the Software, and to permit persons to whom the Software is
furnished to do so, subject to the following conditions:

The above copyright notice and this permission notice shall be included in all
copies or substantial portions of the Software.

THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE
AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM,
OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE
SOFTWARE.

Source SHA-256: 56e69b63eac6b3fa3b71342d6bd850190430a0c6d4cc6389d32da8feba2f30e2
Snapshot checked: 2026-09-28T16:19:52.867Z

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