skill-012-keyword-match-type-distribution

Skill 012: Keyword Match Type Distribution Analysis

Purpose

Analyze the distribution of broad, phrase, and exact match keywords across the account and compare performance by match type. Identifies over-reliance on single match types, performance disparities, and Smart Bidding alignment issues.

Data Requirements

Data Source: Standard

Standard Data:

• data/account/campaigns/*/*/keywords.md - Keyword settings with match type
• data/performance/campaigns/*/*/keywords_metrics_30_days.md - Keyword performance metrics
• data/account/campaigns/*/campaign.md - Campaign bidding strategy (for Smart Bidding alignment)

Reference GAQL:

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

Use /google-ads:get-custom if you need different date ranges or additional metrics.

Analysis Steps

1. Collect all keywords: Parse match types using notation: [keyword] = Exact, "keyword" = Phrase, bare = Broad
2. Aggregate performance: Sum metrics by match type; calculate CTR, CPC, CPA, ROAS, Conv Rate
3. Calculate distribution: Keyword count %, spend %, conversion % per match type
4. Check Smart Bidding alignment: For campaigns using Smart Bidding, flag if broad match < 30%
5. Identify imbalances: Single match type > 80%, high spend but low conversions on a match type

Thresholds

Condition	Severity
Broad match < 30% in Smart Bidding campaigns	Critical
Match type has > 40% spend but < 20% conversions	Critical
Single match type > 80% of keywords	Warning
Exact match < 10% with significantly better CPA	Warning
No broad match keywords in account	Info

Output

Use Short format by default. Use Detailed if user requests comprehensive analysis.

Short:

## Match Type Distribution Audit
**Account:** [Name] | **Keywords:** [X] | **Issues:** [Y]

### Critical ([Count])
- **[Campaign]**: Smart Bidding with only [X]% broad match → Add broad match keywords
- **Phrase match**: [X]% of spend, only [Y]% of conversions → Review and consolidate

### Warnings ([Count])
- **Over-reliance**: [X]% of keywords are [Type] → Diversify match types
- **Under-utilized exact**: [X]% lower CPA → Expand exact match coverage

### Recommendations
1. Increase broad match in Smart Bidding campaigns to 30%+
2. Expand exact match for high-performing terms

Detailed adds:

• What Was Checked (match type parsing, Smart Bidding alignment)
• Distribution table (Match Type, Keywords, % Total, Cost, % Spend, Conv, % Conv)
• Performance table (Match Type, Impressions, Clicks, CTR, CPC, Conv, CPA, ROAS)
• Campaign-level breakdown for Smart Bidding alignment