skill-024-keyword-intent-alignment

name	skill-024-keyword-intent-alignment
description	Evaluate whether keyword search intent matches campaign goals and landing page content.
allowed-tools	Read, Grep, Glob

Skill 024: Keyword Intent Alignment Assessment

Purpose

Ensure keywords target users at the right funnel stage for campaign goals. Informational keywords in conversion campaigns drain budget, while transactional keywords with 0 conversions indicate landing page issues. Intent misalignment is a major source of wasted ad spend.

Data Requirements

Data Source: Standard

Standard Data:

• data/account/campaigns/*/*/keywords.md - Keywords to analyze
• data/performance/campaigns/*/*/keywords_metrics_30_days.md - Performance metrics
• data/performance/campaigns/*/*/search_terms_metrics_30_days.md - Actual queries revealing intent
• data/account/campaigns/*/*/ads.md - Final URLs for landing page context
• data/account/campaigns/*/campaign.md - Campaign goals/bidding

Reference GAQL:

SELECT
  campaign.name,
  campaign.bidding_strategy_type,
  ad_group.name,
  ad_group_criterion.keyword.text,
  ad_group_criterion.keyword.match_type,
  metrics.impressions,
  metrics.clicks,
  metrics.conversions,
  metrics.cost_micros
FROM keyword_view
WHERE ad_group_criterion.status = 'ENABLED'
  AND segments.date DURING LAST_30_DAYS

Use /google-ads:get-custom for conversion rate analysis or landing page URL extraction.

Analysis Steps

1. Classify keyword intent: Transactional (buy, purchase, pricing), Navigational (brand, login), Informational (how to, what is), Commercial Investigation (vs, compare, review)
2. Map intent to campaign goals: Match keyword intent against campaign objective (conversions, leads, awareness)
3. Analyze performance by intent: Compare CTR, conversion rate, CPA across intent types
4. Check landing page alignment: Verify Final URLs match keyword intent (info keywords to guides, transactional to product pages)
5. Flag misalignments: Informational in conversion campaigns, transactional with 0 conversions

Thresholds

Condition	Severity
Informational keyword in conversion campaign, CPA > 3x target	Critical
Informational keywords > 30% of conversion campaign	Critical
Transactional keyword, 50+ clicks, 0 conversions	Warning
Commercial investigation keyword to generic page	Info

Output

Short (default):

## Keyword Intent Audit
**Account:** [Name] | **Keywords:** [X] | **Misalignments:** [Y]

### Critical ([Count])
- **"[keyword]"** (informational) in [Campaign]: $[X] spent, [Y] CPA vs $[Z] target -> Move to awareness or negative

### Warnings ([Count])
- **"[keyword]"** (transactional): [X] clicks, 0 conv -> Check landing page

### Intent Distribution
| Intent | Keywords | Spend | Conv | CPA |
|--------|----------|-------|------|-----|

### Recommendations
1. [Priority action]

Detailed adds:

• Full intent classification table by campaign
• Landing page relevance assessment
• Recommended landing pages by intent type