skill-136-geographic-competitive-intelligence

Skill 136: Geographic Competitive Intelligence

Purpose

Analyze competitive dynamics by geography to identify regions with strong positioning (defend), underserved markets (expand), and areas with poor ROI (evaluate). Geographic insights enable location-based bid adjustments and budget allocation.

Data Requirements

Data Source: Custom GAQL Required

Geographic performance data requires custom GAQL queries.

GAQL Query:

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

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

Analysis Steps

1. Fetch geographic data: Run GAQL query for location-level metrics
2. Map performance by region: Calculate IS, CPA, and conversion rate per location
3. Identify competition patterns: Low IS indicates high competition; high IS suggests dominance
4. Create strategy matrix: Categorize regions (Defend, Expand, Optimize, Evaluate)
5. Recommend bid adjustments: Suggest location modifiers based on efficiency

Thresholds

Condition	Severity
High-converting region with IS < 40%	Critical
Region with CPA > 2x account average	Warning
Strong IS region with declining conversion rate	Warning
Low IS + low conversion rate region	Info

Output

Short format (default):

## Geographic Competitive Audit

**Account:** [Name] | **Regions Analyzed:** [X] | **Opportunities:** [Y]

### Geographic Performance Overview
| Region | Impressions | IS | Conv Rate | CPA | Strategy |
|--------|-------------|-----|-----------|-----|----------|
| California | [X] | [Y]% | [Z]% | $[A] | Expand |
| Texas | [X] | [Y]% | [Z]% | $[A] | Defend |
| New York | [X] | [Y]% | [Z]% | $[A] | Optimize |

### Expansion Opportunities (Low IS + Good Performance)
- **[Region]**: [X]% IS, [Y]% conv rate → Increase bids +[Z]%

### Defensive Priorities (High IS + Good Performance)
- **[Region]**: Maintain current strategy

### Optimization Needed (High IS + Poor Performance)
- **[Region]**: [X]% IS but poor CPA → Improve targeting/copy

### Recommendations
1. Increase bid modifier +[X]% for [Region]
2. Reduce spend in [Region] (poor ROI)