skill-029-rsa-asset-performance-analysis

Skill 029: RSA Asset Performance Analysis

Purpose

Google rates individual RSA assets (headlines, descriptions) as Best, Good, Low, or Learning. Low-rated assets reduce overall ad effectiveness and should be replaced. This analysis identifies underperformers and suggests replacements based on high-performing asset patterns.

Data Requirements

Data Source: Custom GAQL Required

Standard export does not include asset-level performance ratings.

GAQL Query:

SELECT
  campaign.name,
  ad_group.name,
  ad_group_ad.ad.id,
  ad_group_ad_asset_view.field_type,
  ad_group_ad_asset_view.performance_label,
  asset.text_asset.text,
  asset.type,
  metrics.impressions,
  metrics.clicks
FROM ad_group_ad_asset_view
WHERE ad_group_ad.status = 'ENABLED'
  AND segments.date DURING LAST_30_DAYS
ORDER BY ad_group_ad_asset_view.performance_label DESC

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

Analysis Steps

1. Categorize assets by rating: Best (keep/replicate), Good (no action), Low (replace), Learning (need data), Unrated (insufficient data)
2. Identify Low-rated assets: List all headlines and descriptions rated Low with their campaign/ad group
3. Analyze low-performer patterns: Common themes, length patterns, missing elements (CTA, benefit)
4. Identify high-performer patterns: What makes Best-rated assets work - use for replacement suggestions
5. Generate replacement recommendations: Based on high-performing patterns, maintain diversity

Thresholds

Condition	Severity
>20% of assets rated Low	Critical
Low asset in high-spend campaign	Critical
Any asset rated Low	Warning
No Best assets in RSA	Warning
All assets Learning (new RSA)	Info

Output

Short (default):

## RSA Asset Performance Audit
**Account:** [Name] | **Assets:** [X] | **Low-rated:** [Y]%

### Replace (Low-rated) ([Count])
- **[Campaign] / [Ad Group]**: "[Low asset text]" -> Suggested: "[replacement based on Best patterns]"

### Top Performers to Replicate
- "[Best asset text]" - [X] campaigns, [Y]% CTR

### Summary
| Rating | Headlines | Descriptions |
|--------|-----------|--------------|
| Best | X | X |
| Good | X | X |
| Low | X | X |
| Learning | X | X |

### Recommendations
1. [Priority replacement action]