skill-054-geographic-performance-analysis

Skill 054: Geographic Performance Analysis

Purpose

Geographic performance varies significantly, and optimizing bid adjustments by location can improve overall account efficiency. This skill analyzes performance by location, identifies high and low performers, and recommends bid adjustments.

Data Requirements

Data Source: Custom GAQL Required

The standard export does not include location-segmented performance metrics.

Standard Data:

• data/account/campaigns/*/bid_adjustments.md - Current location bid modifiers

GAQL Query:

SELECT
  campaign.name,
  geographic_view.country_criterion_id,
  geographic_view.location_type,
  segments.geo_target_region,
  segments.geo_target_metro,
  segments.geo_target_city,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions,
  metrics.conversions_value
FROM geographic_view
WHERE segments.date DURING LAST_30_DAYS
  AND metrics.impressions > 0

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

Analysis Steps

1. Gather geographic performance data: Use custom GAQL to fetch location-level performance, load current bid adjustments.

2. Calculate performance metrics by location: CPA, Conversion Rate, ROAS, Cost Share, Conversion Share.

3. Identify optimization opportunities: High performers (CPA >20% below average), underperformers (CPA >30% above average), exclusion candidates (CPA >3x average).

4. Generate bid adjustment recommendations: Require minimum 10 conversions for increase recommendations, minimum 100 clicks for decrease recommendations.

Thresholds

Condition	Severity
CPA 40%+ below average (with volume)	Critical (increase bid)
CPA 50%+ above average	High (decrease bid)
Zero conversions with $50+ spend	High (exclude)
CPA 20-40% below average	Warning (moderate increase)
CPA 30-50% above average	Warning (moderate decrease)
CPA within 10% of average	Info