skill-127-trending-search-term-detection

Skill 127: Trending Search Term Detection

Purpose

Analyze search term data across time periods to identify rising trends (opportunities to add as keywords), declining terms (investigate relevance), and new emerging queries worth capturing.

Data Requirements

Data Source: Standard + Custom GAQL

Standard Data:

• data/performance/campaigns/*/*/search_terms_metrics_30_days.md - Recent search terms

GAQL Query (for trend analysis):

SELECT
  search_term_view.search_term,
  campaign.name,
  ad_group.name,
  segments.date,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions
FROM search_term_view
WHERE segments.date DURING LAST_14_DAYS
  AND metrics.impressions > 0
ORDER BY search_term_view.search_term, segments.date

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

Analysis Steps

1. Fetch multi-period data: Get search term data segmented by date for trend analysis
2. Calculate week-over-week changes: Compare this week vs last week impressions/clicks
3. Identify rising trends: Terms with >50% impression increase
4. Flag declining terms: Terms with >30% impression decrease
5. Spot new terms: First-time appearances with conversion potential

Thresholds

Condition	Severity
New term with conversion, not added as keyword	Critical
Rising term (>100% increase) with good CTR	Warning
Declining term (>50% drop) with high spend	Warning
High-volume term not in keyword list	Info

Output

Short format (default):

## Search Term Trends Audit

**Account:** [Name] | **Period:** Last 14 days | **Trending Terms:** [X]

### Rising Trends - Add as Keywords ([Count])
- **"[Term]"**: +[X]% impressions, [Y] conversions → Add as [match type]
- **"[Term]"**: +[X]% impressions, high CTR → Add as exact match

### New High-Potential Terms ([Count])
- **"[Term]"**: First appearance, [X] conversions → Add immediately

### Declining Terms - Investigate ([Count])
- **"[Term]"**: -[X]% impressions → Check relevance/seasonality

### Recommendations
1. Add [X] rising terms as keywords
2. Investigate [Y] declining terms
3. Monitor [Z] new terms for patterns