skill-147-seasonal-budget-adjustment-scheduling

Skill 147: Seasonal Budget Adjustment Scheduling

Purpose

Ensure campaigns have scheduled budget increases for peak periods and automatic reversion afterward. Under-funded campaigns miss profitable opportunities during high-demand windows, while forgetting to reduce budgets post-peak wastes spend during lower-intent periods.

Data Requirements

Data Source: Custom GAQL Required

Standard export shows current budgets but not historical spend patterns or impression share lost to budget during prior peaks.

Standard Data:

• data/account/campaigns/*/campaign.md - Current budget settings
• data/account/budgets.md - Shared budget configuration

GAQL Query (Historical Peak Spend):

SELECT
  campaign.name,
  campaign.campaign_budget,
  segments.date,
  metrics.cost_micros,
  metrics.impressions,
  metrics.search_impression_share,
  metrics.search_budget_lost_impression_share
FROM campaign
WHERE campaign.status = 'ENABLED'
  AND segments.date BETWEEN '[PRIOR_YEAR_PEAK_START]' AND '[PRIOR_YEAR_PEAK_END]'

Run via /google-ads:get-custom to analyze prior-year peak periods.

Analysis Steps

1. Review current budgets: Read campaign budget settings from standard data
2. Identify upcoming peaks: Map promotional calendar to budget requirements
3. Analyze historical spend: Query prior-year peak periods for spend patterns and budget limitations
4. Check impression share loss: Identify campaigns that were budget-limited during prior peaks
5. Review automated rules: Verify budget increase/decrease rules exist with correct triggers

Thresholds

Condition	Severity
Peak event within 14 days with no budget increase scheduled	Critical
Campaign lost >20% IS to budget during prior peak	Critical
No automatic budget reversion rule for post-peak	Warning
Shared budget likely to misallocate during peak	Warning
Budget increase planned but no pacing buffer	Info

Output

Short format (default):

## Seasonal Budget Audit
**Account:** [Name] | **Events (60d):** [X] | **Budget gaps:** [Y]

### Critical ([Count])
- **[Campaign]**: Lost [X]% IS to budget in prior peak -> Increase from $[X] to $[Y]/day

### Warnings ([Count])
- **[Event]**: No auto-revert rule -> Schedule budget decrease for [date]

### Recommendations
1. [Specific budget change with campaign, amount, and dates]