skill-020-low-performing-keyword-pruning

Skill 020: Low-Performing Keyword Pruning

Purpose

Identify keywords that exceed cost thresholds without generating conversions, representing candidates for pausing or removal to improve account efficiency. Pruning non-performers reclaims budget for better keywords.

Data Requirements

Data Source: Standard

Standard Data:

• data/performance/campaigns/*/*/keywords_metrics_30_days.md - Keyword performance
• data/account/campaigns/*/*/keywords.md - Keyword settings (status, QS)
• data/account/campaigns/*/campaign.md - Campaign target CPA/ROAS and bidding strategy

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,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions
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 longer lookback windows.

Analysis Steps

1. Establish thresholds: Use campaign target CPA (prune at 2-3x with 0 conversions) or fixed $50 minimum
2. Find zero-conversion keywords: Filter Conversions = 0, Cost >= threshold, sort by Cost descending
3. Find high-CPA keywords: Filter Conversions >= 1, CPA > target CPA x 1.5
4. Assess engagement signals: Check CTR < 1% (poor relevance), QS < 5 (landing page/ad issues)
5. Consider context: New keywords in learning, conversion tracking issues, top-of-funnel awareness

Thresholds

Condition	Severity
Cost >= 3x Target CPA AND Conv = 0	Critical
Cost >= 2x Target CPA AND Conv = 0	Warning
Cost >= $100 AND Conv = 0 AND CTR < 1%	Warning
CPA > 2x Target AND Conv >= 1	Warning
Cost >= Target CPA AND Conv = 0 AND QS >= 7	Info

Output

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