skill-103-recent-converter-exclusion

Skill 103: Recent Converter Exclusion Lists

Purpose

Maintain exclusion lists for recent converters. Showing ads to recent buyers wastes 5-15% of remarketing budgets and can irritate customers who just purchased.

Data Requirements

Data Source: Standard

Standard Data:

• data/account/campaigns/*/audience_targeting.md - Audience targeting and exclusions
• data/account/campaigns/*/*/audience_targeting.md - Ad group audiences

Reference GAQL:

SELECT
  campaign.name,
  ad_group_criterion.user_list.user_list,
  ad_group_criterion.negative
FROM ad_group_audience_view
WHERE ad_group_criterion.negative = true
  AND segments.date DURING LAST_30_DAYS

Use /google-ads:get-custom for complete exclusion inventory.

Analysis Steps

1. Identify Conversion-Based Audiences: Find purchaser/converter lists
2. Evaluate Exclusion Coverage: Check which campaigns have converter exclusions
3. Determine Appropriate Windows: Match exclusion duration to repurchase cycle
4. Identify Gaps: Campaigns missing exclusions, windows too short/long

Thresholds

Condition	Severity
No converter exclusion on any campaign	Critical
Remarketing campaign without purchaser exclusion	Critical
Exclusion window shorter than buying cycle	Warning
Exclusion on some campaigns but not all	Warning

Output

Short (default):

## Converter Exclusion Audit
**Account:** [name] | **Remarketing Campaigns:** [count] | **With Exclusions:** [count]

### Critical
- **No purchaser exclusion on remarketing** - Wasting budget on converters
- **[count] campaigns missing converter exclusion** - Add immediately

### Warnings
- **Exclusion at 7 days, buying cycle ~30 days** - Extend to 30+ days

### Recommendations
1. Create "Purchasers - Last 30 Days" exclusion list
2. Apply to all remarketing and prospecting Display campaigns
3. Consider 90-day exclusion for acquisition campaigns

Detailed adds:

• Exclusion coverage table by campaign
• Recommended exclusion windows by product type
• Estimated budget waste from missing exclusions
• Exclusion structure for e-commerce vs. lead gen