skill-025-rsa-headline-diversity-completeness

name	skill-025-rsa-headline-diversity-completeness
description	Verify that RSAs have 10-15 unique headlines for optimal ad strength and combination testing.
allowed-tools	Read, Grep, Glob

Skill 025: RSA Headline Diversity and Completeness

Purpose

Google recommends 10-15 unique headlines per RSA to maximize ad combinations and allow effective algorithm testing. RSAs with fewer headlines limit Google's ability to find winning combinations. Insufficient diversity leads to repetitive messaging and reduced relevance.

Data Requirements

Data Source: Standard

Standard Data:

• data/account/campaigns/*/*/ads.md - RSA headlines, descriptions, ad strength

Reference GAQL:

SELECT
  campaign.name,
  ad_group.name,
  ad_group_ad.ad.id,
  ad_group_ad.ad.responsive_search_ad.headlines,
  ad_group_ad.ad.final_urls,
  ad_group_ad.ad_strength,
  ad_group_ad.status
FROM ad_group_ad
WHERE ad_group_ad.ad.type = 'RESPONSIVE_SEARCH_AD'
  AND ad_group_ad.status != 'REMOVED'

Use /google-ads:get-custom if you need ad strength details or performance metrics.

Analysis Steps

1. Count headlines per RSA: Min 3 (required), recommended 10+, max 15
2. Assess headline diversity: Check for duplicates, near-duplicates (>70% word overlap), repetitive messaging
3. Identify missing themes: Brand mentions, value propositions, CTAs, features/benefits, trust signals, urgency
4. Analyze character length distribution: Mix of short and long headlines recommended
5. Correlate with Ad Strength: Lower headline count typically causes lower Ad Strength

Thresholds

Condition	Severity
Headlines < 5	Critical
Headlines 5-9	Warning
Headlines 10-14	Info
Duplicate headlines in same RSA	Critical
Similar headlines (>70% overlap) > 2 pairs	Warning

Output

Short (default):

## RSA Headline Audit
**Account:** [Name] | **RSAs:** [X] | **Issues:** [Y]

### Critical ([Count])
- **[Campaign] / [Ad Group]**: [X] headlines (need [Y] more), Ad Strength: [Z]

### Warnings ([Count])
- **[Campaign] / [Ad Group]**: [Issue] -> [Fix]

### Summary
| Headline Count | RSAs | % |
|----------------|------|---|
| 15 | X | X% |
| 10-14 | X | X% |
| 5-9 | X | X% |
| <5 | X | X% |

### Recommendations
1. [Priority action]

Detailed adds:

• Missing themes analysis per RSA
• Headline diversity scoring
• Suggested headlines by theme category