skill-060-in-market-custom-intent-layering

Skill 060: In-Market and Custom Intent Audience Layering

Purpose

In-market segments and custom intent audiences help reach users with demonstrated purchase intent. This skill evaluates current usage, identifies performance patterns, and recommends additional segments to add or custom intent audiences to create.

Data Requirements

Data Source: Custom GAQL Required

The standard export includes audience targeting setup but not audience-level performance metrics.

Standard Data:

• data/account/campaigns/*/audience_targeting.md - Current audience setup

GAQL Query:

SELECT
  campaign.name,
  ad_group.name,
  ad_group_criterion.user_interest.user_interest_category,
  ad_group_criterion.custom_intent.custom_intent,
  ad_group_criterion.bid_modifier,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions,
  metrics.conversions_value
FROM ad_group_audience_view
WHERE segments.date DURING LAST_30_DAYS
  AND metrics.impressions > 0

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

Analysis Steps

1. Review current audience setup: Read audience targeting files, identify in-market audiences in use, identify custom intent audiences, note targeting mode.

2. Evaluate in-market audience performance: Fetch performance data, calculate CPA/ROAS vs non-audience traffic, identify high and low performers.

3. Identify missing opportunities: Relevant in-market segments not used, custom intent audiences not created, high-performing audiences underutilized.

4. Generate recommendations: In-market segments to add, custom intent audiences to create, bid adjustments for existing audiences.

Thresholds

Condition	Severity
No in-market or custom intent audiences used	High
In-market audience CPA >30% below average	High (increase bid)
In-market audience CPA >50% above average	Warning (decrease/remove)
Missing relevant in-market category for business	Warning
Custom intent audience not created for competitors	Info