skill-126-rsa-asset-performance-bulk-analysis

Skill 126: RSA Asset Performance Bulk Analysis

Purpose

Analyze headline and description performance across all Responsive Search Ads to identify top-performing assets to replicate and low-performing assets to replace. This bulk analysis reveals account-wide patterns and optimization opportunities.

Data Requirements

Data Source: Standard + Custom GAQL

Standard Data:

• data/account/campaigns/*/*/ads.md - RSA headlines, descriptions, ad strength

GAQL Query (for asset-level metrics):

SELECT
  campaign.name,
  ad_group.name,
  ad_group_ad.ad.responsive_search_ad.headlines,
  ad_group_ad.ad.responsive_search_ad.descriptions,
  ad_group_ad.policy_summary.approval_status,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions
FROM ad_group_ad
WHERE ad_group_ad.ad.type = 'RESPONSIVE_SEARCH_AD'
  AND ad_group_ad.status = 'ENABLED'
  AND segments.date DURING LAST_30_DAYS
ORDER BY metrics.impressions DESC

Run via /google-ads:get-custom with query name rsa_asset_performance.

Analysis Steps

1. Read ad data: Extract all RSA headlines and descriptions from ads.md files
2. Fetch performance metrics: Run GAQL query for RSA-level performance
3. Aggregate asset performance: Identify headlines/descriptions used across multiple ads
4. Identify patterns: Find high-CTR and high-converting asset themes
5. Flag low performers: List assets rated "Low" or with poor performance metrics

Thresholds

Condition	Severity
Ad strength "Poor" with significant spend	Critical
Multiple "Low" rated assets in ad	Warning
No "Best" rated headlines in ad	Warning
Heavy pinning (3+ pins) reducing combinations	Info

Output

Short format (default):

## RSA Asset Performance Audit

**Account:** [Name] | **RSAs Analyzed:** [X] | **Assets Needing Replacement:** [Y]

### Ad Strength Distribution
| Strength | Count |
|----------|-------|
| Excellent | [X] |
| Good | [X] |
| Average | [X] |
| Poor | [X] |

### Top Performing Headlines (Account-Wide)
1. "[Headline]" - [X] impressions, [Y]% CTR
2. "[Headline]" - [X] impressions, [Y]% CTR

### Assets to Replace
- **[Campaign/AdGroup]**: "[Low headline]" → Test "[suggested replacement]"
- **[Campaign/AdGroup]**: "[Low description]" → Replace with benefit-focused copy

### Recommendations
1. Replicate top headlines to other ad groups
2. Replace [X] "Low" rated assets

Detailed adds:

• Full asset performance table by campaign
• Theme analysis (benefit-focused, CTA-focused, etc.)
• Pinning strategy assessment
• Asset suggestions based on top performers