skill-006-display-network-optin

Skill 006: Display Network Opt-in Audit

Purpose

Check whether Search campaigns have inadvertently opted into the Google Display Network. This default-on setting routes budget to low-intent display placements, reducing Search campaign efficiency.

Data Requirements

Data Source: Custom GAQL Required

The standard export may not include target_content_network setting. Custom GAQL provides complete network settings and spend breakdown.

GAQL Query:

SELECT
  campaign.id,
  campaign.name,
  campaign.advertising_channel_type,
  campaign.network_settings.target_content_network,
  segments.ad_network_type,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions
FROM campaign
WHERE segments.date DURING LAST_30_DAYS
  AND campaign.status = 'ENABLED'

Run via /google-ads:get-custom with query name display_network_audit.

Analysis Steps

1. Identify Search campaigns: Filter for campaigns with advertising_channel_type = SEARCH
2. Check Display setting: Flag all Search campaigns with target_content_network = true
3. Quantify Display spend: Segment by ad_network_type to calculate Display spend as % of campaign total
4. Compare performance: Calculate Display vs Search conversion rates within each campaign
5. Calculate waste: Estimate budget redirectable to Search if Display is disabled

Thresholds

Condition	Severity
Search campaign with Display Network enabled	Critical
Display spend >5% of Search campaign budget	Critical
Display conversions = 0 with >$50 spend	Critical
Display conv rate <50% of Search conv rate	Warning

Output

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

Short:

## Display Network Opt-in Audit
**Account:** [Name] | **Analyzed:** [X] Search campaigns | **Display Enabled:** [Y]

### Critical ([Count])
- **[Campaign]**: Display Network enabled, $[X] Display spend ([Y]% of campaign) → Disable

### Warnings ([Count])
- **[Campaign]**: Display conv rate [X]% vs Search [Y]% → Review and likely disable

### Recommendations
1. Disable Display Network on [X] Search campaigns
2. Estimated monthly savings: $[Y]
3. If Display reach needed, create dedicated Display campaigns