Campaign Structure Auditor

-- GAQL: Get all campaigns with status and type
SELECT
  campaign.id,
  campaign.name,
  campaign.status,
  campaign.advertising_channel_type,
  campaign_budget.amount_micros,
  metrics.cost_micros,
  metrics.impressions,
  metrics.clicks,
  metrics.conversions
FROM campaign
WHERE campaign.status != 'REMOVED'
  AND segments.date DURING LAST_30_DAYS
ORDER BY metrics.cost_micros DESC

-- GAQL: Ad groups with keyword counts and performance
SELECT
  campaign.name,
  ad_group.id,
  ad_group.name,
  ad_group.status,
  ad_group.type,
  metrics.cost_micros,
  metrics.impressions,
  metrics.clicks,
  metrics.conversions,
  metrics.average_cpc
FROM ad_group
WHERE campaign.status = 'ENABLED'
  AND ad_group.status != 'REMOVED'
  AND segments.date DURING LAST_30_DAYS

-- GAQL: All keywords with match types and Quality Score
SELECT
  campaign.name,
  ad_group.name,
  ad_group_criterion.keyword.text,
  ad_group_criterion.keyword.match_type,
  ad_group_criterion.status,
  ad_group_criterion.quality_info.quality_score,
  ad_group_criterion.quality_info.creative_quality_score,
  ad_group_criterion.quality_info.post_click_quality_score,
  ad_group_criterion.quality_info.search_predicted_ctr,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions
FROM keyword_view
WHERE campaign.status = 'ENABLED'
  AND ad_group.status = 'ENABLED'
  AND ad_group_criterion.status != 'REMOVED'
  AND segments.date DURING LAST_30_DAYS

-- GAQL: Ads per ad group
SELECT
  campaign.name,
  ad_group.name,
  ad_group_ad.ad.type,
  ad_group_ad.ad.responsive_search_ad.headlines,
  ad_group_ad.ad.responsive_search_ad.descriptions,
  ad_group_ad.ad_strength,
  ad_group_ad.status
FROM ad_group_ad
WHERE campaign.status = 'ENABLED'
  AND ad_group.status = 'ENABLED'
  AND ad_group_ad.status != 'REMOVED'

IF keywords_per_ad_group == 1:
  strategy = "SKAG"
  IF using Smart Bidding: WARN "SKAGs limit Smart Bidding signal volume"
  IF avg_impressions_per_ad_group < 100/month: WARN "Low volume SKAGs"

IF keywords_per_ad_group BETWEEN 2 AND 7:
  strategy = "STAG"
  CHECK all keywords share semantic theme
  IF keyword themes diverge: WARN "Mixed intent in STAG"

IF keywords_per_ad_group > 15:
  strategy = "Over-stuffed"
  SEVERITY: HIGH
  RECOMMEND: Split into themed groups of 5-10

-- GAQL: Find keywords appearing in multiple campaigns
SELECT
  ad_group_criterion.keyword.text,
  ad_group_criterion.keyword.match_type,
  campaign.name,
  ad_group.name,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros
FROM keyword_view
WHERE campaign.status = 'ENABLED'
  AND ad_group_criterion.status = 'ENABLED'
  AND segments.date DURING LAST_30_DAYS
ORDER BY ad_group_criterion.keyword.text

wasted_spend = SUM(cost of losing auction participant)
cannibalization_rate = duplicate_impressions / total_impressions
IF cannibalization_rate > 15%: SEVERITY = HIGH
IF cannibalization_rate > 5%: SEVERITY = MEDIUM

IF broad_match_pct > 50% AND NOT using_smart_bidding:
  SEVERITY: HIGH
  MESSAGE: "High broad match without Smart Bidding wastes budget"

IF exact_match_pct > 80%:
  SEVERITY: MEDIUM
  MESSAGE: "Over-reliance on exact match limits discovery"

IF phrase_match_pct < 10%:
  SEVERITY: LOW
  MESSAGE: "Phrase match underutilized for intent capture"

CHECK negative_keyword_count:
  IF broad_match_active AND negative_keywords < 50:
    SEVERITY: HIGH
    MESSAGE: "Insufficient negative keywords for broad match protection"

Campaign: {Platform}_{Type}_{Objective}_{Geo}_{Audience}_{Date}
  Example: GADS_Search_LeadGen_US_Remarketing_2026Q1

Ad Group: {Theme}_{MatchType}_{Modifier}
  Example: CRM_Software_Exact_Desktop

Standard abbreviations:
  Platforms: GADS, META, LNKD, RDDT, MSFT, TKTK, XADS
  Types: Search, Display, PMax, DemGen, Shopping, Video
  Objectives: LeadGen, Sales, Awareness, Traffic
  Match: Exact, Phrase, Broad, BMM (legacy)
  Geo: US, UK, CA, APAC, EMEA, GLOBAL

RULE: No spaces in campaign names (use underscores)
RULE: No special characters except underscore and hyphen
RULE: Must contain campaign type identifier
RULE: Date or quarter suffix recommended
RULE: Max 100 characters
RULE: Consistent casing (Title_Case or lowercase)

-- GAQL: Find ad groups with no enabled keywords
SELECT
  campaign.name,
  ad_group.name,
  ad_group.status,
  ad_group.id
FROM ad_group
WHERE campaign.status = 'ENABLED'
  AND ad_group.status = 'ENABLED'
  AND metrics.impressions = 0
  AND segments.date DURING LAST_90_DAYS

-- GAQL: Find ad groups with no enabled ads
SELECT
  campaign.name,
  ad_group.name,
  ad_group.id
FROM ad_group
WHERE campaign.status = 'ENABLED'
  AND ad_group.status = 'ENABLED'
  AND ad_group.id NOT IN (
    SELECT ad_group.id FROM ad_group_ad
    WHERE ad_group_ad.status = 'ENABLED'
  )

# Account Structure Audit Report
**Account:** Acme Corp (ID: 123-456-7890)
**Date:** 2026-03-06
**Period:** Last 30 Days

## Summary
- 🔴 3 Critical Issues
- 🟡 5 Warnings
- 🟢 12 Passed Checks

## Critical Issues

### 1. Keyword Cannibalization (HIGH)
- "crm software" appears in 4 campaigns (Brand, Non-Brand, Competitor, Remarketing)
- Estimated wasted spend: $2,340/month
- **Fix:** Consolidate to single campaign, use audience targeting for segmentation

### 2. Empty Ad Groups (HIGH)
- 14 enabled ad groups have 0 impressions in 90 days
- **Fix:** Pause or remove: [list of ad groups]

### 3. Missing RSAs (HIGH)
- 8 ad groups have 0 enabled responsive search ads
- **Fix:** Create RSAs with 10+ headlines and 4 descriptions

## Warnings

### 1. Match Type Imbalance
- Current: 72% Broad, 18% Phrase, 10% Exact
- Using manual CPC (not Smart Bidding)
- **Recommendation:** Shift to 40% Exact, 35% Phrase, 25% Broad
  OR enable Target CPA bidding

### 2. Naming Inconsistency
- 6 campaigns use spaces, 4 use underscores, 2 use hyphens
- **Fix:** Standardize to underscore format