skill-067-expected-ctr-improvement

Skill 067: Expected CTR Improvement

Purpose

Find keywords with "Below Average" Expected CTR and recommend improvements. Expected CTR is based on historical click-through rates and is a key Quality Score component that directly impacts ad costs and positions.

Data Requirements

Data Source: Standard

Standard Data:

• data/account/campaigns/*/*/keywords.md - Keyword QS components including Expected CTR
• data/account/campaigns/*/*/ads.md - Ad copy to review for CTR issues
• data/performance/campaigns/*/*/keywords_metrics_30_days.md - CTR performance data

Reference GAQL:

SELECT
  campaign.name,
  ad_group.name,
  ad_group_criterion.keyword.text,
  ad_group_criterion.quality_info.quality_score,
  ad_group_criterion.quality_info.search_predicted_ctr,
  metrics.impressions,
  metrics.clicks,
  metrics.ctr,
  metrics.cost_micros
FROM keyword_view
WHERE ad_group_criterion.status = 'ENABLED'
  AND campaign.status = 'ENABLED'
  AND metrics.impressions > 100
  AND segments.date DURING LAST_30_DAYS
ORDER BY metrics.cost_micros DESC

Use /google-ads:get-custom if you need additional CTR metrics.

Analysis Steps

1. Identify Below Average Expected CTR: Filter keywords with search_predicted_ctr = BELOW_AVERAGE.
2. Analyze associated ads: Check if keyword appears in headlines, evaluate ad copy quality.
3. Review actual CTR: Compare to ad group and campaign averages.
4. Generate recommendations: Ad copy improvements, extensions, restructuring.

Thresholds

Condition	Severity
Expected CTR Below Average + Cost > $500/30d	Critical
>30% of keywords have Below Average Expected CTR	Critical
Keyword not appearing in any ad headline	Critical
Expected CTR Below Average + high impressions	Warning
Missing ad extensions in ad group	Warning
Actual CTR below 1% for Search	Warning

Output

Short (default):

## Expected CTR Improvement Audit

**Account:** [Name] | **Keywords Analyzed:** [X] | **Below Average CTR:** [Y]

### Critical ([Count])
- **[Keyword]** in [Ad Group]: Below Avg Expected CTR, $[Cost] -> Add keyword to headline

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

### Recommendations
1. [Priority action]
2. [Secondary action]