skill-051-bid-simulator-analysis-target-changes

Skill 051: Bid Simulator Analysis for Target Changes

Purpose

Bid simulators provide data-driven projections for target changes, showing trade-offs between volume and efficiency. This skill leverages simulator data to evaluate proposed target changes, quantify opportunity cost of current targets, and find optimal efficiency/volume balance.

Data Requirements

Data Source: Custom GAQL Required

Bid simulator data is not included in the standard export.

Standard Data:

• data/account/campaigns/*/campaign.md - Current target settings
• data/performance/campaigns/*/campaign_metrics_30_days.md - Current performance

GAQL Queries:

Target CPA Simulator:

SELECT
  campaign.id,
  campaign.name,
  campaign_simulation.type,
  campaign_simulation.modification_method,
  campaign_simulation.start_date,
  campaign_simulation.end_date,
  campaign_simulation.target_cpa_point_list.points
FROM campaign_simulation
WHERE campaign_simulation.type = 'TARGET_CPA'
  AND campaign.status = 'ENABLED'

Target ROAS Simulator:

SELECT
  campaign.id,
  campaign.name,
  campaign_simulation.type,
  campaign_simulation.target_roas_point_list.points
FROM campaign_simulation
WHERE campaign_simulation.type = 'TARGET_ROAS'
  AND campaign.status = 'ENABLED'

Run via /google-ads:get-custom with query names cpa_simulator and roas_simulator.

Analysis Steps

1. Retrieve simulator data: Query bid simulators for campaigns using Target CPA, Target ROAS, or budget simulators.

2. Parse simulation points: Extract target value, estimated impressions, clicks, conversions, cost, conversion value per point.

3. Analyze trade-off curves: Plot conversions vs target CPA, ROAS achieved vs target ROAS, marginal CPA for each increment.

4. Identify optimal points: Find targets that maximize conversions within efficiency constraints and align with business objectives.

5. Compare current vs optimal: Calculate additional conversions/revenue, cost change, efficiency change.