skill-039-bid-strategy-appropriateness-audit

name	skill-039-bid-strategy-appropriateness-audit
description	Evaluate whether campaigns are using optimal bidding strategies based on goals, conversion volume, and maturity.
allowed-tools	Read, Grep, Glob

Skill 039: Bid Strategy Appropriateness Audit

Purpose

Different campaign goals and maturity levels require different bidding strategies. This skill audits whether bidding strategies align with stated goals and if campaigns have sufficient conversion data for Smart Bidding. Common issues: Smart Bidding with insufficient conversions, Manual CPC on high-volume campaigns, Target ROAS on lead gen without revenue data.

Data Requirements

Data Source: Standard

Standard Data:

• data/account/campaigns/*/campaign.md - Campaign bidding strategy, type, status
• data/account/bidding_strategies.md - Portfolio bidding strategies
• data/performance/campaigns/*/campaign_metrics_30_days.md - Campaign conversions, spend

Reference GAQL:

SELECT
  campaign.id,
  campaign.name,
  campaign.bidding_strategy_type,
  campaign.target_cpa.target_cpa_micros,
  campaign.target_roas.target_roas,
  metrics.conversions,
  metrics.cost_micros,
  metrics.conversions_value,
  campaign.status
FROM campaign
WHERE segments.date DURING LAST_30_DAYS
  AND campaign.status != 'REMOVED'

Use /google-ads:get-custom for detailed bidding strategy analysis.

Analysis Steps

1. Inventory bidding strategies: Classify as Smart Bidding (tCPA, tROAS, Max Conv, Max Conv Value) vs Non-Smart (Manual, ECPC, Max Clicks, Target IS)
2. Assess campaign goals: Determine appropriate strategy based on campaign name, type, conversion tracking
3. Check conversion volume requirements: tCPA/tROAS need 30-50+ conv/month, Max Conv needs 15-30+
4. Identify misalignments: Smart Bidding with <15 conv/month, Manual CPC with >50 conv/month, Target ROAS without values
5. Evaluate strategy effectiveness: CPA trends, conversion volume changes, budget utilization

Thresholds

Condition	Severity
Smart Bidding + <15 conv/month	Critical
Smart Bidding + 15-30 conv/month	Warning
Manual CPC + >50 conv/month	Warning
Target ROAS + no conversion values	Critical
ECPC (any campaign)	Warning (deprecated)
Max Clicks + conversion goal	Warning

Output

Short (default):

## Bid Strategy Audit
**Account:** [Name] | **Campaigns:** [X] | **Misalignments:** [Y]

### Critical ([Count])
- **[Campaign]**: Target CPA with [X] conv/month (need 30+) -> Switch to Max Clicks or Manual
- **[Campaign]**: Target ROAS but $0 conversion values -> Switch to Target CPA or set values

### Warnings ([Count])
- **[Campaign]**: Manual CPC with [X] conv/month -> Upgrade to Smart Bidding
- **[Campaign]**: ECPC (deprecated) -> Migrate to full Smart Bidding

### Strategy Distribution
| Strategy | Campaigns | Monthly Conv | Status |
|----------|-----------|--------------|--------|
| Target CPA | X | X | OK/Issues |
| Target ROAS | X | X | OK/Issues |
| Manual CPC | X | X | Review |

### Recommendations
1. [Priority action]

Detailed adds:

• Campaign-by-campaign appropriateness assessment
• Volume requirement analysis
• Recommended migration plan