PMax Asset Group Analyzer
SKILL.md
HOW_TO_USE.md
sample_input.json
expected_output.json
skillsgoogle-adsSKILL.md
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# Performance Max Asset Group Analyzer
Crack open the black box. Understand what's actually happening in your PMax campaigns.
## Core Philosophy
**PMax is not magic.** It's machine learning that needs good inputs. Garbage in, garbage out, even with Google's algorithm.
**The PMax Paradox:** Less control doesn't mean less work. It means different work, feeding the machine the right assets and signals.
**The Three Truths of Performance Max:**
1. **Asset quality is everything:** The algorithm can only optimize what you give it
2. **Signals > Targeting:** Your audience signals guide the machine, not restrict it
3. **Structure matters:** One bloated campaign ā multiple focused asset groups
---
## Required Context
### Must Have
**1. Campaign Overview**
- Campaign name and objective
- Monthly spend
- Conversions and CPA (or revenue and ROAS)
- Days running
**2. Asset Group Performance**
For each asset group:
- Name
- Spend allocation
- Conversions
- CPA or ROAS
**3. Asset Performance Ratings**
From the Assets tab:
- Text assets (headlines, descriptions) with ratings
- Image assets with ratings
- Video assets with ratings (if applicable)
### Strongly Recommended
**4. Insights Data**
- Search themes report (what queries are triggering)
- Audience insights (which signals are working)
- Placement report (where ads are showing)
**5. Asset Details**
- Specific headlines and descriptions (not just counts)
- Image dimensions and types
- Video presence and performance
**6. Conversion Data**
- Conversion by asset group
- Conversion type breakdown (if multiple)
- Conversion lag/path data
### Nice to Have
- Comparison to non-PMax campaigns
- Historical performance trends
- Competitor context
- Product feed health (for shopping-eligible)
- Brand vs. non-brand search term breakdown
---
## Performance Max Analysis Framework
### Level 1: Campaign Health Check
**Overall Campaign Status:**
| Metric | Green | Yellow | Red |
|--------|-------|--------|-----|
| CPA vs Target | <100% | 100-130% | >130% |
| ROAS vs Target | >100% | 70-100% | <70% |
| Learning Status | Optimized | Learning | Limited |
| Conversions/Week | 30+ | 15-30 | <15 |
| Asset Coverage | Full | Partial | Poor |
**Minimum Viability Check:**
- [ ] 30+ conversions/month (for CPA campaigns)
- [ ] All asset types provided (text, image, video)
- [ ] Audience signals added
- [ ] Final URL expansion ON (unless specific reason)
- [ ] At least 2 weeks of data
---
### Level 2: Asset Group Analysis
**Asset Group Performance Tiers:**
| Tier | Criteria | Action |
|------|----------|--------|
| Star | CPA <80% target, high volume | Scale, replicate structure |
| Performer | CPA 80-100% target | Optimize assets |
| Underperformer | CPA 100-130% target | Test new assets, review signals |
| Problem | CPA >130% target | Restructure or pause |
| Starved | <5% of budget, few conversions | Evaluate necessity |
**Budget Distribution Analysis:**
Is budget flowing to the right asset groups?
- Even distribution isn't always good
- Check if best performers are budget-capped
- Identify if poor performers are draining budget
---
### Level 3: Asset Performance Deep Dive
**Asset Rating Interpretation:**
| Rating | Meaning | Action |
|--------|---------|--------|
| Best | Top performer, high impressions | Keep, create variations |
| Good | Performing well | Maintain |
| Low | Underperforming vs. other assets | Test replacements |
| -- (Pending) | Not enough data | Wait or increase variety |
**Asset Coverage Requirements:**
| Asset Type | Minimum | Recommended | Maximum |
|------------|---------|-------------|---------|
| Headlines (30 char) | 3 | 5-10 | 15 |
| Long Headlines (90 char) | 1 | 2-5 | 5 |
| Descriptions (90 char) | 2 | 3-5 | 5 |
| Images (1200x628) | 1 | 3-5 | 15 |
| Square Images (1200x1200) | 1 | 3-5 | 15 |
| Portrait Images (960x1200) | 0 | 2-3 | 15 |
| Logo (1200x1200) | 1 | 1-2 | 5 |
| Videos (YouTube) | 0 | 1-3 | 5 |
**Common Asset Issues:**
| Issue | Impact | Solution |
|-------|--------|----------|
| Too few assets | Limited combinations, less testing | Add to minimums |
| All assets same rating | Can't identify winners | Increase variety |
| No video | Missing YouTube/Display placements | Add videos |
| Generic headlines | Low relevance, poor CTR | Write specific, benefit-focused |
| Stock images only | Low engagement | Add product/branded images |
---
### Level 4: Search Themes Analysis
**What to Look For:**
1. **Relevance Check:** Are search themes relevant to your business?
2. **Brand vs. Non-Brand:** How much is brand cannibalization?
3. **Negative Needed:** Any completely irrelevant themes?
4. **Opportunity Themes:** High-potential themes not being captured?
**Search Theme Health:**
| Pattern | Diagnosis | Action |
|---------|-----------|--------|
| 80%+ brand terms | PMax cannibalizing brand | Add brand exclusions or separate brand campaign |
| Irrelevant terms | Poor signals or final URL expansion issues | Add campaign-level negatives |
| Very broad terms | Signals too weak | Strengthen audience signals |
| Competitor terms | Might be intentional or not | Decide strategy, add negatives if unintentional |
| High-intent terms | Good signal quality | Ensure sufficient budget |
---
### Level 5: Audience Signal Analysis
**Signal Strength Indicators:**
| Signal Type | Strength | Notes |
|-------------|----------|-------|
| Customer Match list | High | Best signal if list is quality |
| Website visitors (GA4) | High | Shows actual interest |
| Custom segments (search) | Medium | Keyword-based, good intent |
| Custom segments (URL) | Medium | Interest-based |
| In-market audiences | Medium-Low | Broad Google audiences |
| Demographics only | Low | Not enough signal |
| No signals | Very Low | Algorithm flying blind |
**Audience Insights Review:**
- Which signals are indexing high vs. audience?
- Are unexpected audiences converting?
- Any signals to add based on insights?
---
### Level 6: Placement Analysis
**Channel Distribution Assessment:**
| Channel | Typical % | Concern If... |
|---------|-----------|---------------|
| Search | 40-60% | <20% (shopping eating search) |
| Shopping | 20-40% | N/A for non-ecommerce |
| Display | 10-25% | >40% (usually lower quality) |
| YouTube | 5-15% | 0% (missing video assets) |
| Gmail | 1-5% | >10% (usually low quality) |
| Discover | 5-15% | N/A |
**Placement Quality Check:**
- Is Search converting efficiently?
- Is Display dragging down performance?
- Are YouTube placements relevant?
---
## Output Format
### PMax Asset Group Analysis
```
āāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāā
PERFORMANCE MAX ASSET GROUP ANALYSIS
Campaign: [Name]
Analysis Period: [Date Range]
Total Spend: $[X] | Conversions: [X] | CPA: $[X]
Health Status: [HEALTHY/NEEDS WORK/CRITICAL]
āāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāā
```
---
### Campaign Health Dashboard
**Overall Status: [GREEN/YELLOW/RED]**
| Metric | Value | Target | Status |
|--------|-------|--------|--------|
| CPA | $[X] | $[X] | [Status] |
| ROAS | [X] | [X] | [Status] |
| Conversions | [X] | [X]/week | [Status] |
| Learning Status | [Status] | Optimized | [Status] |
**Campaign Viability Check:**
- [x] Sufficient conversion volume (30+/month)
- [ ] All asset types provided
- [x] Audience signals configured
- [ ] Final URL expansion enabled
- [x] 2+ weeks of data
---
### Asset Group Performance Breakdown
**Star Performers (Scale These):**
| Asset Group | Spend | Conv | CPA | vs Target | Action |
|-------------|-------|------|-----|-----------|--------|
| [Name] | $[X] | [X] | $[X] | -[X]% | Increase budget |
**Performers (Optimize):**
| Asset Group | Spend | Conv | CPA | vs Target | Action |
|-------------|-------|------|-----|-----------|--------|
| [Name] | $[X] | [X] | $[X] | [X]% | Test new assets |
**Underperformers (Fix or Pause):**
| Asset Group | Spend | Conv | CPA | vs Target | Issue | Action |
|-------------|-------|------|-----|-----------|-------|--------|
| [Name] | $[X] | [X] | $[X] | +[X]% | [Issue] | [Action] |
**Budget Distribution:**
```
Asset Group A: āāāāāāāāāāāāāāāā 45% ($[X])
Asset Group B: āāāāāāāā 25% ($[X])
Asset Group C: āāāā 15% ($[X])
Asset Group D: āā 10% ($[X])
Other: ā 5% ($[X])
```
**Distribution Assessment:** [Is budget flowing to winners?]
---
### Asset Performance Analysis
**[Asset Group Name]**
**Text Assets:**
| Type | Asset | Rating | Impressions | Action |
|------|-------|--------|-------------|--------|
| Headline | "[Text]" | Best | [X]M | Keep |
| Headline | "[Text]" | Good | [X]K | Keep |
| Headline | "[Text]" | Low | [X]K | Replace |
| Long Headline | "[Text]" | Good | [X]K | Keep |
| Description | "[Text]" | Best | [X]M | Keep |
| Description | "[Text]" | Low | [X]K | Replace |
**Image Assets:**
| Type | Description | Dimensions | Rating | Action |
|------|-------------|------------|--------|--------|
| Landscape | [Description] | 1200x628 | Best | Keep |
| Square | [Description] | 1200x1200 | Good | Keep |
| Portrait | [Description] | 960x1200 | -- | Needs data |
**Video Assets:**
| Video | Length | Rating | Views | Action |
|-------|--------|--------|-------|--------|
| [Name] | [X]s | Good | [X]K | Keep |
**Asset Coverage Score: [X]/100**
- Headlines: [X]/15 (need [X] more)
- Images: [X]/15 (need [X] more)
- Videos: [X]/5 (need [X] more)
---
### Search Themes Analysis
**Top Search Themes by Volume:**
| Theme | Impression Share | Conv | CPA | Relevance |
|-------|------------------|------|-----|-----------|
| [theme] | [X]% | [X] | $[X] | High/Med/Low |
**Brand vs. Non-Brand Split:**
```
Brand Terms: āāāāāāāā [X]%
Non-Brand Terms: āāāāāāāāāāāā [X]%
```
**Assessment:** [Is brand cannibalizing? Non-brand performing?]
**Search Themes Requiring Action:**
| Theme | Issue | Recommended Action |
|-------|-------|-------------------|
| [theme] | Irrelevant | Add as negative |
| [theme] | Brand term | Consider brand exclusion |
| [theme] | High potential | Ensure assets support this theme |
---
### Audience Signal Analysis
**Configured Signals:**
| Signal Type | Signal | Index | Action |
|-------------|--------|-------|--------|
| Customer Match | [List name] | [X]x | [Assessment] |
| Website visitors | [Audience] | [X]x | [Assessment] |
| Custom segment | [Name] | [X]x | [Assessment] |
| In-market | [Audience] | [X]x | [Assessment] |
**Signal Strength Assessment:** [Strong/Medium/Weak]
**Audience Insights:**
- Top converting audiences: [List]
- Unexpected audiences: [List]
- Recommended signals to add: [List]
---
### Placement Distribution
**Channel Breakdown:**
| Channel | Spend | Conv | CPA | % of Total | Assessment |
|---------|-------|------|-----|------------|------------|
| Search | $[X] | [X] | $[X] | [X]% | [Status] |
| Shopping | $[X] | [X] | $[X] | [X]% | [Status] |
| Display | $[X] | [X] | $[X] | [X]% | [Status] |
| YouTube | $[X] | [X] | $[X] | [X]% | [Status] |
| Gmail | $[X] | [X] | $[X] | [X]% | [Status] |
| Discover | $[X] | [X] | $[X] | [X]% | [Status] |
**Distribution Visualization:**
```
Search: āāāāāāāāāāāāāāāāāāāā [X]%
Shopping: āāāāāāāāāāāā [X]%
Display: āāāāāāāā [X]%
YouTube: āāāā [X]%
Gmail: ā [X]%
Discover: āā [X]%
```
**Channel Concerns:**
- [Any channels significantly over/underperforming]
---
### Diagnosis & Root Causes
**Primary Issue:** [One sentence summary]
**Contributing Factors:**
1. [Factor with evidence]
2. [Factor with evidence]
3. [Factor with evidence]
**Root Cause Analysis:**
```
Symptom: [What you're seeing]
ā
Cause: [First level why]
ā
Root: [Underlying issue to fix]
```
---
### Action Plan
**Immediate (This Week):**
1. [ ] [High-priority asset change]
2. [ ] [Structural change if needed]
3. [ ] [Signal/negative adjustment]
**Short-Term (Next 2-4 Weeks):**
1. [ ] [Asset testing plan]
2. [ ] [Optimization action]
3. [ ] [Monitoring setup]
**Medium-Term (Next Month):**
1. [ ] [Structural improvements]
2. [ ] [Expansion opportunities]
**Expected Impact:**
- If actions completed: [Projected improvement]
- Timeline: [When to expect results]
---
### Asset Recommendations
**Headlines to Add:**
1. "[Specific headline suggestion]" - [Why]
2. "[Specific headline suggestion]" - [Why]
**Headlines to Remove:**
1. "[Low performer]" - Replace with benefit-focused alternative
**Images Needed:**
1. [Description of image type needed]
2. [Description of image type needed]
**Video Recommendations:**
- [Video strategy recommendation]
---
### Monitoring Checklist
**Weekly Review:**
- [ ] Asset ratings changes
- [ ] Search themes for irrelevant queries
- [ ] Budget distribution across asset groups
- [ ] Conversion volume stability
**Monthly Review:**
- [ ] Full asset performance audit
- [ ] Audience signal effectiveness
- [ ] Channel distribution assessment
- [ ] Structure optimization opportunity
---
## Common PMax Problems & Solutions
### Problem 1: High CPA, Low Conversion Volume
**Symptoms:** CPA above target, few conversions, "Learning Limited"
**Causes:** Not enough budget, too many asset groups, weak signals
**Solutions:**
- Consolidate to fewer asset groups
- Increase budget per asset group
- Strengthen audience signals
- Use value-based bidding if possible
### Problem 2: Lots of Display, Little Search
**Symptoms:** 60%+ Display, low Search volume
**Causes:** Poor search-focused assets, strong visual assets, shopping not eligible
**Solutions:**
- Add search-focused headlines with keywords
- Review final URL expansion settings
- Check if shopping feed is connected
- Add search themes manually
### Problem 3: All Brand Traffic
**Symptoms:** 80%+ branded search themes
**Causes:** Strong brand, weak non-brand signals, brand in assets
**Solutions:**
- Add brand as campaign-level negative (if desired)
- Create separate brand PMax campaign
- Strengthen non-brand audience signals
- Remove brand from headlines
### Problem 4: Inconsistent Performance
**Symptoms:** Wild CPA swings week to week
**Causes:** Low conversion volume, algorithm still learning, external factors
**Solutions:**
- Ensure 30+ conversions/month minimum
- Use longer conversion windows if applicable
- Check for seasonality/competitive changes
- Give more time before making changes
### Problem 5: One Asset Group Dominates
**Symptoms:** 90%+ budget to one asset group
**Causes:** Clear winner, or others poorly structured
**Solutions:**
- If winner performs well, this may be fine
- Review losing asset groups for gaps
- Consider splitting winner into multiple focused groups
- Pause non-performing asset groups
---
## Limitations
**I can provide:**
- Asset group performance analysis
- Asset-level recommendations
- Signal and theme optimization guidance
- Structure improvement suggestions
**I cannot provide:**
- Specific creative design or copywriting
- Feed optimization (separate skill)
- Bid strategy selection (separate skill)
- Full funnel attribution analysis
**For better analysis, provide:**
- Screenshots of asset ratings
- Search themes report export
- Placement report data
- Audience insights data
---
## Quality Checklist
Before delivering analysis:
- [ ] All asset groups evaluated
- [ ] Asset coverage assessed
- [ ] Search themes reviewed for relevance
- [ ] Audience signals evaluated
- [ ] Channel distribution analyzed
- [ ] Specific asset recommendations provided
- [ ] Actions prioritized and specific
- [ ] Expected impact estimated
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# How to Use This Skill
Hey Claude, I just added the "pmax-asset-group-analyzer" skill. Can you help me understand why my Performance Max campaign isn't hitting target CPA?
## Example Invocations
**Example 1: Full PMax Audit**
Hey Claude, I just added the "pmax-asset-group-analyzer" skill. Here's all the data from my Performance Max campaign including asset groups, asset ratings, and search themes. Tell me what's working and what to fix.
**Example 2: Asset Group Comparison**
Hey Claude, I just added the "pmax-asset-group-analyzer" skill. I have 4 asset groups and one is getting 80% of the budget. Is that normal? Here's the performance data.
**Example 3: Asset Optimization**
Hey Claude, I just added the "pmax-asset-group-analyzer" skill. Most of my headlines are rated "Low". What's wrong with them and what should I replace them with?
**Example 4: Search Themes Review**
Hey Claude, I just added the "pmax-asset-group-analyzer" skill. I pulled my search themes report and a lot looks like branded traffic. Is my PMax cannibalizing my brand campaigns?
**Example 5: Channel Distribution**
Hey Claude, I just added the "pmax-asset-group-analyzer" skill. 70% of my PMax budget is going to Display and I think that's why CPA is high. How do I shift more to Search?
## What to Provide
**Required:**
- Campaign name and objective (leads, sales, etc.)
- Monthly spend
- Conversions and CPA (or revenue and ROAS)
- Asset group names with their individual performance
- Asset ratings (Best/Good/Low) from the Assets tab
**Highly Recommended:**
- Search themes report (what queries are triggering)
- Actual headlines and descriptions (not just counts)
- Audience signals configured
- Placement/channel breakdown
**Optional:**
- Audience insights from the Insights tab
- Historical performance trends
- Comparison to other campaigns
- Feed details (for shopping-eligible)
## What You'll Get
1. **Campaign Health Check** - Is PMax fundamentally working?
2. **Asset Group Ranking** - Which groups to scale, fix, or pause
3. **Asset Performance** - Which specific assets to keep/replace
4. **Search Themes Analysis** - Relevance check and negative recommendations
5. **Signal Assessment** - Are your audience signals working?
6. **Channel Distribution** - Where budget is going and if that's good
7. **Specific Recommendations** - Exact headlines, images, changes to make
## Pro Tips
- Export asset data from Google Ads ā Assets ā Performance columns
- Pull search themes from Insights ā Search themes
- Include both "Best" and "Low" rated assets, we need to see both
- PMax needs 30+ conversions/month to learn properly
- Don't make changes more than once every 2 weeks, algorithm needs stability
- If PMax is cannibalizing brand, you can add brand exclusions
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{
"campaign_overview": {
"name": "PMax - Lead Generation",
"objective": "Leads (Form Submissions)",
"target_cpa": 75,
"monthly_budget": 15000,
"days_running": 45,
"learning_status": "Eligible (Optimized)"
},
"campaign_performance": {
"total_spend": 14200,
"total_conversions": 142,
"cpa": 100,
"impressions": 2800000,
"clicks": 18500,
"ctr": 0.66,
"conversion_rate": 0.77
},
"asset_groups": [
{
"name": "AG1 - Core Services",
"status": "Active",
"spend": 8500,
"conversions": 72,
"cpa": 118.06,
"impressions": 1650000,
"clicks": 11200,
"budget_share": "60%"
},
{
"name": "AG2 - Enterprise Solutions",
"status": "Active",
"spend": 3200,
"conversions": 42,
"cpa": 76.19,
"impressions": 580000,
"clicks": 4100,
"budget_share": "22%"
},
{
"name": "AG3 - SMB Packages",
"status": "Active",
"spend": 1800,
"conversions": 22,
"cpa": 81.82,
"impressions": 420000,
"clicks": 2400,
"budget_share": "13%"
},
{
"name": "AG4 - Industry Specific",
"status": "Active",
"spend": 700,
"conversions": 6,
"cpa": 116.67,
"impressions": 150000,
"clicks": 800,
"budget_share": "5%"
}
],
"asset_performance": {
"AG1_Core_Services": {
"headlines": [
{
"text": "Professional Business Solutions",
"rating": "Low",
"impressions": 450000
},
{
"text": "Get Started Today",
"rating": "Low",
"impressions": 380000
},
{
"text": "Transform Your Business",
"rating": "Good",
"impressions": 520000
},
{
"text": "Trusted by 500+ Companies",
"rating": "Best",
"impressions": 890000
},
{
"text": "Free Consultation Available",
"rating": "Good",
"impressions": 610000
}
],
"long_headlines": [
{
"text": "Discover How Our Solutions Can Help Your Business Grow Faster",
"rating": "Good",
"impressions": 680000
},
{
"text": "Professional Business Solutions for Companies of All Sizes",
"rating": "Low",
"impressions": 320000
}
],
"descriptions": [
{
"text": "Our team of experts helps businesses streamline operations and boost efficiency. Contact us for a free consultation today.",
"rating": "Good",
"impressions": 750000
},
{
"text": "Join 500+ companies that trust us for their business needs. Get started with a free demo.",
"rating": "Best",
"impressions": 920000
},
{
"text": "Professional solutions at competitive prices. Request a quote today.",
"rating": "Low",
"impressions": 280000
}
],
"images": {
"landscape_1200x628": [
{
"description": "Team meeting stock photo",
"rating": "Low",
"impressions": 380000
},
{
"description": "Office building exterior",
"rating": "Low",
"impressions": 290000
},
{
"description": "Dashboard screenshot",
"rating": "Good",
"impressions": 580000
}
],
"square_1200x1200": [
{
"description": "Logo on blue background",
"rating": "Good",
"impressions": 520000
},
{
"description": "Team photo",
"rating": "Low",
"impressions": 310000
}
],
"portrait_960x1200": []
},
"videos": [],
"logo": {
"description": "Company logo",
"rating": "Good"
}
},
"AG2_Enterprise_Solutions": {
"headlines": [
{
"text": "Enterprise-Grade Security",
"rating": "Best",
"impressions": 320000
},
{
"text": "Scale Your Operations",
"rating": "Good",
"impressions": 280000
},
{
"text": "24/7 Dedicated Support",
"rating": "Best",
"impressions": 350000
},
{
"text": "Custom Enterprise Solutions",
"rating": "Good",
"impressions": 260000
}
],
"long_headlines": [
{
"text": "Enterprise Solutions Built for Scale - Trusted by Fortune 500 Companies",
"rating": "Best",
"impressions": 380000
}
],
"descriptions": [
{
"text": "Enterprise-grade security and compliance. Dedicated support team. Custom implementation. Request a demo.",
"rating": "Best",
"impressions": 420000
},
{
"text": "Built for enterprises. 99.9% uptime guarantee. 24/7 support. Learn more.",
"rating": "Good",
"impressions": 310000
}
],
"images": {
"landscape_1200x628": [
{
"description": "Enterprise dashboard view",
"rating": "Best",
"impressions": 290000
},
{
"description": "Security certification badges",
"rating": "Good",
"impressions": 220000
}
],
"square_1200x1200": [
{
"description": "Enterprise feature graphic",
"rating": "Good",
"impressions": 240000
}
],
"portrait_960x1200": []
},
"videos": [
{
"name": "Enterprise Platform Overview",
"length_seconds": 45,
"rating": "Good",
"views": 35000
}
],
"logo": {
"description": "Company logo",
"rating": "Good"
}
}
},
"search_themes": {
"top_themes": [
{
"theme": "[company name]",
"impressions": 680000,
"clicks": 5200,
"conversions": 48,
"type": "brand"
},
{
"theme": "[company name] reviews",
"impressions": 180000,
"clicks": 1400,
"conversions": 12,
"type": "brand"
},
{
"theme": "business solutions software",
"impressions": 420000,
"clicks": 2800,
"conversions": 22,
"type": "non-brand"
},
{
"theme": "enterprise software solutions",
"impressions": 280000,
"clicks": 1900,
"conversions": 18,
"type": "non-brand"
},
{
"theme": "best business management software",
"impressions": 320000,
"clicks": 2100,
"conversions": 14,
"type": "non-brand"
},
{
"theme": "free business software",
"impressions": 180000,
"clicks": 1200,
"conversions": 3,
"type": "non-brand"
},
{
"theme": "cheap business solutions",
"impressions": 140000,
"clicks": 950,
"conversions": 2,
"type": "non-brand"
},
{
"theme": "small business tools",
"impressions": 220000,
"clicks": 1400,
"conversions": 8,
"type": "non-brand"
},
{
"theme": "[competitor name] alternative",
"impressions": 95000,
"clicks": 620,
"conversions": 8,
"type": "competitor"
}
],
"brand_percentage": 42,
"nonbrand_percentage": 52,
"competitor_percentage": 6
},
"audience_signals": {
"configured_signals": [
{
"type": "Customer Match",
"name": "Existing Customers",
"size": 8500
},
{
"type": "Website Visitors",
"name": "All Visitors 90 Days",
"size": 45000
},
{
"type": "Custom Segment",
"name": "Business Software Searchers",
"keywords": [
"business software",
"enterprise solutions",
"management tools"
]
},
{
"type": "In-Market",
"name": "Business Software & Services",
"size": "N/A"
}
],
"audience_insights": [
{
"audience": "Small Business Owners",
"index": 2.4,
"performance": "High converting"
},
{
"audience": "IT Decision Makers",
"index": 1.8,
"performance": "Good"
},
{
"audience": "C-Suite Executives",
"index": 1.5,
"performance": "Good"
},
{
"audience": "Marketing Professionals",
"index": 0.8,
"performance": "Below average"
}
]
},
"placement_distribution": {
"search": {
"spend": 5100,
"conversions": 68,
"cpa": 75,
"percent": 36
},
"shopping": {
"spend": 0,
"conversions": 0,
"cpa": null,
"percent": 0
},
"display": {
"spend": 4800,
"conversions": 32,
"cpa": 150,
"percent": 34
},
"youtube": {
"spend": 2100,
"conversions": 22,
"cpa": 95.45,
"percent": 15
},
"gmail": {
"spend": 1400,
"conversions": 12,
"cpa": 116.67,
"percent": 10
},
"discover": {
"spend": 800,
"conversions": 8,
"cpa": 100,
"percent": 5
}
},
"context": {
"target_cpa": 75,
"has_search_campaigns": true,
"has_brand_campaign": true,
"product_type": "B2B SaaS",
"concerns": "CPA is $100 vs $75 target. Feel like Display is dragging performance down. Not sure if brand traffic is being cannibalized."
}
}
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{
"summary": {
"campaign": "PMax - Lead Generation",
"total_spend": 14200,
"total_conversions": 142,
"cpa": 100,
"target_cpa": 75,
"vs_target": "+33%",
"health_status": "NEEDS WORK",
"primary_issues": [
"Display channel at 34% of spend with $150 CPA (2x target)",
"Asset Group 1 getting 60% budget but worst CPA ($118)",
"42% brand traffic potentially cannibalizing brand campaign",
"AG1 has poor asset quality (multiple 'Low' ratings)"
]
},
"campaign_health_check": {
"overall_status": "YELLOW",
"metrics": {
"cpa_vs_target": {
"value": 100,
"target": 75,
"status": "red",
"detail": "+33% above target"
},
"conversion_volume": {
"value": 142,
"target": "120+",
"status": "green",
"detail": "Sufficient for optimization"
},
"learning_status": {
"value": "Optimized",
"status": "green"
},
"asset_coverage": {
"value": "Partial",
"status": "yellow",
"detail": "Missing videos, portrait images"
}
},
"viability_check": {
"sufficient_conversions": true,
"all_asset_types": false,
"audience_signals": true,
"final_url_expansion": true,
"data_maturity": true
}
},
"asset_group_analysis": {
"performance_tiers": {
"star_performers": [
{
"name": "AG2 - Enterprise Solutions",
"spend": 3200,
"conversions": 42,
"cpa": 76.19,
"vs_target": "+2%",
"budget_share": "22%",
"assessment": "Only asset group at target CPA. Strong assets with multiple 'Best' ratings. Being starved of budget while AG1 gets 60%.",
"action": "SCALE - Increase budget share to 35-40%"
}
],
"performers": [
{
"name": "AG3 - SMB Packages",
"spend": 1800,
"conversions": 22,
"cpa": 81.82,
"vs_target": "+9%",
"budget_share": "13%",
"assessment": "Near target CPA with limited budget. Potential to scale.",
"action": "TEST - Increase budget to 20%, monitor CPA"
}
],
"underperformers": [
{
"name": "AG1 - Core Services",
"spend": 8500,
"conversions": 72,
"cpa": 118.06,
"vs_target": "+57%",
"budget_share": "60%",
"assessment": "Largest budget, worst CPA. Multiple 'Low' rated assets. Stock images underperforming. Dragging down overall campaign.",
"action": "FIX - Replace low-rated assets, reduce budget share to 35%"
},
{
"name": "AG4 - Industry Specific",
"spend": 700,
"conversions": 6,
"cpa": 116.67,
"vs_target": "+56%",
"budget_share": "5%",
"assessment": "Low volume, poor efficiency. May be too niche for PMax to optimize.",
"action": "EVALUATE - Consider pausing, moving to targeted Search campaign"
}
]
},
"budget_distribution_assessment": {
"current_distribution": {
"AG1_Core_Services": "60%",
"AG2_Enterprise_Solutions": "22%",
"AG3_SMB_Packages": "13%",
"AG4_Industry_Specific": "5%"
},
"recommended_distribution": {
"AG1_Core_Services": "35%",
"AG2_Enterprise_Solutions": "40%",
"AG3_SMB_Packages": "20%",
"AG4_Industry_Specific": "5% or pause"
},
"diagnosis": "Budget is inverted - worst performer gets most budget. This is dragging overall CPA up by ~$15-20."
}
},
"asset_performance_analysis": {
"AG1_Core_Services": {
"overall_assessment": "POOR - Multiple assets underperforming",
"asset_coverage_score": 55,
"headlines": {
"total": 5,
"best": 1,
"good": 2,
"low": 2,
"issues": [
"'Professional Business Solutions' - Generic, no specificity or benefit",
"'Get Started Today' - Generic CTA, doesn't differentiate"
],
"winners": [
"'Trusted by 500+ Companies' - Social proof works, keep and create variations"
]
},
"images": {
"total": 5,
"best": 0,
"good": 1,
"low": 4,
"portrait": 0,
"issues": [
"Stock photos underperforming (team meeting, office building)",
"No portrait images for mobile placements",
"Dashboard screenshot is only Good - needs branded product images"
]
},
"videos": {
"total": 0,
"issue": "NO VIDEOS - Missing YouTube and Discover placements"
},
"recommendations": {
"headlines_to_add": [
"500+ Companies Trust [Brand] for Business Growth",
"Cut Operations Costs by 30% - See How",
"Rated #1 Business Solution by [Publication]"
],
"headlines_to_remove": [
"Professional Business Solutions",
"Get Started Today"
],
"images_needed": [
"Product interface screenshot with real data",
"Customer logo grid (social proof)",
"Before/after results graphic",
"2-3 portrait images for mobile"
],
"video_recommendation": "Add 30-60 second product demo video"
}
},
"AG2_Enterprise_Solutions": {
"overall_assessment": "STRONG - Well-optimized assets",
"asset_coverage_score": 75,
"headlines": {
"total": 4,
"best": 2,
"good": 2,
"low": 0,
"winners": [
"'Enterprise-Grade Security' - Speaks to key concern",
"'24/7 Dedicated Support' - Clear benefit"
]
},
"images": {
"total": 3,
"best": 1,
"good": 2,
"low": 0,
"portrait": 0,
"notes": "Better quality than AG1 but still missing portrait"
},
"videos": {
"total": 1,
"rating": "Good",
"notes": "Has video which AG1 lacks - contributing to better performance"
},
"recommendations": {
"headlines_to_add": [
"Role-Based Access Controls",
"99.9% Uptime Guarantee Included"
],
"images_needed": [
"2-3 portrait images for mobile placements"
],
"video_recommendation": "Add customer testimonial video"
}
}
},
"search_themes_analysis": {
"brand_vs_nonbrand": {
"brand": "42%",
"nonbrand": "52%",
"competitor": "6%",
"assessment": "Brand at 42% is concerning if you have a separate brand Search campaign. Likely some cannibalization occurring."
},
"theme_performance": {
"efficient_themes": [
{
"theme": "[company name]",
"cpa": 64.62,
"assessment": "Brand converting well but may be cannibalized"
},
{
"theme": "enterprise software solutions",
"cpa": 68.42,
"assessment": "High-intent, efficient"
},
{
"theme": "[competitor] alternative",
"cpa": 76.25,
"assessment": "Competitor conquesting working"
}
],
"inefficient_themes": [
{
"theme": "free business software",
"cpa": 720,
"assessment": "Wrong intent - add as negative"
},
{
"theme": "cheap business solutions",
"cpa": 665,
"assessment": "Wrong intent - add as negative"
}
]
},
"recommended_negatives": [
"free",
"cheap",
"open source",
"DIY"
],
"brand_recommendation": "Add brand terms as campaign-level negatives if you have a dedicated brand Search campaign. This will force PMax to focus on incremental non-brand traffic."
},
"audience_signal_analysis": {
"signal_strength": "MEDIUM",
"configured_signals": [
{
"type": "Customer Match",
"assessment": "Good signal, 8500 customers"
},
{
"type": "Website Visitors",
"assessment": "Good signal, 45K visitors"
},
{
"type": "Custom Segment",
"assessment": "Relevant keywords"
},
{
"type": "In-Market",
"assessment": "Broad but useful baseline"
}
],
"audience_insights_review": {
"high_performers": [
"Small Business Owners (2.4x index) - Converting well",
"IT Decision Makers (1.8x index) - Good fit"
],
"low_performers": [
"Marketing Professionals (0.8x index) - Consider excluding or separate messaging"
]
},
"signal_recommendations": [
"Add 'Similar to converters' audience from GA4",
"Create custom segment for enterprise-specific search terms",
"Consider excluding Marketing Professionals from AG2 (Enterprise)"
]
},
"placement_analysis": {
"channel_breakdown": [
{
"channel": "Search",
"spend": 5100,
"cpa": 75,
"percent": 36,
"status": "EFFICIENT",
"vs_target": "At target"
},
{
"channel": "Display",
"spend": 4800,
"cpa": 150,
"percent": 34,
"status": "INEFFICIENT",
"vs_target": "+100%"
},
{
"channel": "YouTube",
"spend": 2100,
"cpa": 95.45,
"percent": 15,
"status": "ACCEPTABLE",
"vs_target": "+27%"
},
{
"channel": "Gmail",
"spend": 1400,
"cpa": 116.67,
"percent": 10,
"status": "POOR",
"vs_target": "+56%"
},
{
"channel": "Discover",
"spend": 800,
"cpa": 100,
"percent": 5,
"status": "ACCEPTABLE",
"vs_target": "+33%"
}
],
"diagnosis": "Display at 34% of spend with 2x target CPA is the biggest efficiency drag. This alone is adding ~$20 to blended CPA.",
"recommendations": [
"Cannot directly reduce Display in PMax, but can influence via:",
"1. Add more search-focused headlines with keywords",
"2. Improve asset quality to boost Search competitiveness",
"3. Consider excluding specific Display placements via account-level exclusions",
"4. Add video to shift budget toward YouTube (more efficient than Display)"
]
},
"root_cause_analysis": {
"primary_issue": "Budget misallocation + asset quality issues driving CPA 33% above target",
"contributing_factors": [
{
"factor": "AG1 getting 60% budget with worst CPA",
"impact": "~$15 CPA inflation",
"evidence": "AG1 CPA $118 vs AG2 CPA $76"
},
{
"factor": "Display channel at 34% with 2x target CPA",
"impact": "~$10-15 CPA inflation",
"evidence": "Display CPA $150 vs Search CPA $75"
},
{
"factor": "AG1 poor asset quality",
"impact": "Lower ad relevance, higher CPCs",
"evidence": "4 of 5 images rated Low, 2 of 5 headlines rated Low"
},
{
"factor": "No videos in largest asset group",
"impact": "Missing YouTube efficiency, more Display",
"evidence": "AG2 has video and better CPA"
}
],
"causal_chain": [
"Poor assets in AG1 ā Lower Quality Score/relevance",
"Lower relevance ā Algorithm pushes more to Display (easier to win)",
"Display CPA 2x target ā Blended CPA inflated",
"Meanwhile, AG2 with better assets starved of budget"
]
},
"action_plan": {
"immediate_this_week": [
{
"action": "Add 'free' and 'cheap' as campaign-level negative keywords",
"impact": "Eliminate ~$2,200 wasted spend (themes with $700 CPA)",
"effort": "5 minutes"
},
{
"action": "Replace 2 Low-rated headlines in AG1",
"impact": "Improve ad relevance, potentially shift budget to Search",
"effort": "30 minutes"
},
{
"action": "Upload 3 new product-focused images to AG1",
"impact": "Replace underperforming stock photos",
"effort": "Depends on asset availability"
}
],
"short_term_next_2_weeks": [
{
"action": "Add video to AG1 (product demo, 30-60 seconds)",
"impact": "Enable YouTube placements, reduce Display dependence",
"effort": "Video production needed"
},
{
"action": "Add brand exclusions to force non-brand focus",
"impact": "Reduce brand cannibalization, find incremental traffic",
"effort": "15 minutes"
},
{
"action": "Add portrait images (960x1200) to all asset groups",
"impact": "Better mobile ad experiences",
"effort": "Image resizing"
}
],
"medium_term_next_month": [
{
"action": "Monitor and adjust budget distribution",
"impact": "After asset improvements, should see AG1 efficiency improve",
"note": "Let algorithm redistribute naturally first, then evaluate"
},
{
"action": "Evaluate pausing AG4",
"impact": "Concentrate budget on efficient asset groups",
"trigger": "If CPA doesn't improve with more data"
},
{
"action": "Consider splitting AG1 into more focused asset groups",
"impact": "Better message match, improved relevance",
"trigger": "If AG1 improvements don't reduce CPA"
}
]
},
"projected_outcomes": {
"if_all_actions_completed": {
"current_cpa": 100,
"projected_cpa": 82,
"improvement": "-18%",
"timeline": "4-6 weeks for full impact"
},
"breakdown": {
"negative_keywords": "-$3 CPA (eliminate wasted spend)",
"asset_improvements": "-$8 CPA (better relevance, more Search)",
"video_addition": "-$5 CPA (YouTube more efficient than Display)",
"brand_exclusions": "-$2 CPA (focus on incremental)"
},
"confidence": "Medium-High",
"caveats": [
"Display reduction is indirect - can't guarantee",
"Asset improvements take 2+ weeks to impact algorithm",
"Brand exclusion impact depends on current overlap"
]
},
"monitoring_checklist": {
"weekly": [
"Asset group CPA trends",
"Asset rating changes after new uploads",
"Search themes for new irrelevant queries",
"Channel distribution shifts"
],
"bi_weekly": [
"Compare to pre-change baseline",
"Review audience insights for changes",
"Check if AG1 efficiency improving"
],
"success_criteria_30_days": [
"Blended CPA below $90",
"AG1 CPA below $100",
"Display share below 30%",
"No new Low-rated assets"
]
}
}
ReadyPMax Asset Group Analyzer
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