skill-098-audience-segmentation-funnel-stage

Skill 098: Audience Segmentation by Funnel Stage

Purpose

Audit audience segments based on user funnel position. Segmented remarketing delivers up to 150% higher conversion rates compared to generic lists by matching messaging and bids to user intent.

Data Requirements

Data Source: Standard

Standard Data:

• data/account/campaigns/*/audience_targeting.md - Campaign-level audiences
• data/account/campaigns/*/*/audience_targeting.md - Ad group-level audiences

Reference GAQL:

SELECT
  campaign.name,
  ad_group.name,
  ad_group_criterion.user_list.user_list,
  ad_group_criterion.type,
  ad_group_criterion.status,
  ad_group_criterion.bid_modifier
FROM ad_group_audience_view
WHERE segments.date DURING LAST_30_DAYS

Use /google-ads:get-custom if you need audience sizes or additional details.

Analysis Steps

1. Inventory Current Audiences: Read all audience_targeting.md files; compile complete list
2. Classify by Funnel Stage: Map each audience to Top (awareness), Mid (consideration), Bottom (intent), Post-conversion
3. Identify Segmentation Gaps: Check for missing critical segments (cart abandoners, purchasers)
4. Evaluate Membership Durations: Review if durations match buying cycle

Thresholds

Condition	Severity
No cart abandoner audience (e-commerce)	Critical
No past purchaser exclusion list	Critical
No product viewer audience (e-commerce)	Warning
Only "All Visitors" audience (no segmentation)	Warning
Missing form abandoner audience (lead gen)	Warning

Output

Short (default):

## Audience Segmentation Audit
**Account:** [name] | **Audiences Found:** [count] | **Funnel Gaps:** [count]

### Critical
- **No cart abandoner audience** - Create 7-14 day cart abandoner list
- **No purchaser exclusion** - Wasting budget on recent converters

### Warnings
- **No product viewer audience** - Missing mid-funnel targeting
- **Only generic "All Visitors"** - Segment for better performance

### Recommendations
1. Create cart abandoner audience (7-14 day window)
2. Create purchaser exclusion list (30 days minimum)
3. Add product viewer audiences for dynamic remarketing

Detailed adds:

• Funnel stage distribution table
• Audience list with classifications and durations
• Recommended segmentation structure for business type
• Bid adjustment recommendations by funnel stage