skill-021-below-first-page-bid

Skill 021: Below-First-Page Bid Identification

Purpose

Identify keywords where low bids are limiting visibility and performance. Keywords with very low impressions combined with good Quality Scores indicate bid-related issues rather than quality issues. Fixing these can unlock significant additional traffic.

Data Requirements

Data Source: Standard

Standard Data:

• data/account/campaigns/*/*/keywords.md - Keyword bids and Quality Score
• data/performance/campaigns/*/*/keywords_metrics_30_days.md - Impressions and performance
• data/account/campaigns/*/campaign.md - Campaign bidding strategy

Reference GAQL:

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

Use /google-ads:get-custom if you need impression share metrics for more accurate diagnosis.

Analysis Steps

1. Identify low-impression keywords: Flag keywords with <100 impressions in 30 days or significantly below ad group average
2. Analyze bid vs Quality Score: For low-impression keywords, check if QS is reasonable (5+) - suggests bid issue, not quality
3. Calculate Ad Rank proxy: Compare Bid x QS across keywords in same ad group to find under-bidders
4. Estimate bid adjustment needed: Use average CPC of performing keywords as benchmark (first-page estimate ~1.5-2x avg CPC)
5. Prioritize by opportunity: Rank by QS (higher = more impact) and strategic importance

Thresholds

Condition	Severity
Impressions < 50 AND QS >= 7	Critical
Impressions < 100 AND QS >= 5	Warning
Bid < 50% of ad group avg CPC AND QS >= 6	Critical
Impressions < 200 AND QS < 5	Info (quality issue)

Output

Short (default):

## Below-First-Page Bid Audit
**Account:** [Name] | **Analyzed:** [X] keywords | **Issues:** [Y]

### Critical ([Count])
- **[Keyword]** (QS [X]): [Y] impressions, bid $[Z] vs $[A] avg CPC -> Increase to $[B]

### Warnings ([Count])
- **[Keyword]**: [Issue] -> [Fix]

### Recommendations
1. [Priority action with estimated impact]