skill-004-ad-group-thematic-tightness

Skill 004: Ad Group Thematic Tightness

Purpose

Evaluate whether each ad group contains tightly themed, closely related keywords (ideally 5-20 per group). Loosely themed ad groups reduce ad relevance and Quality Score because ad copy cannot match all keyword intents.

Data Requirements

Data Source: Standard

Standard Data:

• data/account/campaigns/*/*/keywords.md - Keywords per ad group
• data/account/campaigns/*/*/ads.md - Ad copy per ad group
• data/account/campaigns/*/*/ad_group.md - Ad group settings
• data/performance/campaigns/*/*/keywords_metrics_30_days.md - Keyword performance with QS

Reference GAQL:

SELECT
  campaign.name,
  ad_group.name,
  ad_group_criterion.keyword.text,
  ad_group_criterion.keyword.match_type,
  ad_group_criterion.quality_info.quality_score
FROM keyword_view
WHERE ad_group_criterion.status = 'ENABLED'
  AND segments.date DURING LAST_30_DAYS

Use /google-ads:get-custom if you need different date ranges or additional QS components.

Analysis Steps

1. Count keywords per ad group: Flag <3 keywords (too few) or >30 keywords (too many); ideal range is 5-20
2. Analyze keyword similarity: Extract root themes, calculate semantic cohesion within each ad group
3. Check ad relevance: Verify ad copy contains keyword themes from the ad group
4. Correlate with Quality Score: Calculate average QS per ad group; identify loose theme → low QS patterns
5. Identify splitting opportunities: Find ad groups with distinct keyword clusters that should be separated

Thresholds

Condition	Severity
Keywords per ad group > 30	Critical
Low thematic cohesion (multiple distinct themes)	Critical
Keywords per ad group < 3	Warning
Ad copy doesn't match keyword themes	Warning
Average QS in ad group < 5	Warning

Output

Use Short format by default. Use Detailed if user requests comprehensive analysis.

Short:

## Ad Group Thematic Tightness Audit
**Account:** [Name] | **Analyzed:** [X] ad groups | **Issues:** [Y]

### Critical ([Count])
- **[Ad Group]**: [X] keywords, multiple themes detected → Split into themed ad groups

### Warnings ([Count])
- **[Ad Group]**: Only [X] keywords → Merge with similar ad group or add variations
- **[Ad Group]**: Ad copy missing keyword themes → Update RSA headlines

### Recommendations
1. Split "[Ad Group]" into [X] themed groups
2. Target 10-15 keywords per ad group

Detailed adds:

• What Was Checked (keyword counts, theme analysis, QS correlation)
• Theme breakdown for each problematic ad group
• Splitting recommendations with suggested new ad group names
• Summary table with all ad groups and their cohesion scores