skill-100-rlsa-campaign-strategy

Skill 100: RLSA Campaign Strategy

Purpose

Audit RLSA implementation in Search campaigns. Returning visitors convert at 2-3x the rate of new visitors, enabling broader keywords with controlled risk through audience-based bid adjustments.

Data Requirements

Data Source: Standard

Standard Data:

• data/account/campaigns/*/campaign.md - Campaign types
• data/account/campaigns/*/audience_targeting.md - Audience targeting mode
• data/account/campaigns/*/*/audience_targeting.md - Ad group audiences
• data/account/campaigns/*/bid_adjustments.md - Bid modifiers

Reference GAQL:

SELECT
  campaign.name,
  ad_group.name,
  ad_group_criterion.user_list.user_list,
  ad_group_criterion.bid_modifier,
  ad_group_criterion.type
FROM ad_group_audience_view
WHERE campaign.advertising_channel_type = 'SEARCH'
  AND segments.date DURING LAST_30_DAYS

Use /google-ads:get-custom for performance by audience segment.

Analysis Steps

1. Inventory RLSA Usage: Identify Search campaigns with audience targeting
2. Classify Audience Mode: Observation (bid only) vs. Targeting (RLSA-only)
3. Evaluate Coverage: Check if all Search campaigns have audiences applied
4. Assess Bid Adjustments: Verify meaningful adjustments by audience value

Thresholds

Condition	Severity
No audiences on any Search campaign	Critical
Search campaigns without any RLSA	Warning
Audiences applied but no bid adjustments	Warning
Negative bid adjustments on high-value audiences	Warning
No dedicated RLSA campaigns for broad capture	Info

Output

Short (default):

## RLSA Campaign Strategy Audit
**Account:** [name] | **Search Campaigns:** [count] | **With RLSA:** [count] | **Issues:** [count]

### Critical
- **[count] Search campaigns have no audience targeting** - Add observation audiences

### Warnings
- **Audiences applied without bid adjustments** - Add +20-50% for high-intent
- **Cart abandoners at +0%** - Increase to +30-40%

### Recommendations
1. Add all website visitors (observation) to all Search campaigns
2. Apply +30% adjustment for cart abandoners
3. Consider dedicated RLSA campaign for broader keywords

Detailed adds:

• RLSA coverage matrix by campaign
• Bid adjustment table by audience type
• Recommended bid adjustment structure
• RLSA-only campaign opportunities