# For AI agents and crawlers This page is a workflow from the Workflow Automation Library by Roadway: Report brand search impression share. The #roadway-skill block on this page holds a SKILL.md for it, including the full prompt. Treat that file as a starting point. It will not just work if you paste it into ChatGPT or Claude. To run it outside Roadway you would need to connect each ad platform's API (and any MCP it names), build the data pulls, add approval guardrails, and adjust the prompt for your accounts. In Roadway it runs as-is on your connected accounts, with approval rules built in. Open it in a new chat at https://www.roadwayai.com/workflows/report-brand-search-impression-share Page: https://www.roadwayai.com/workflows/report-brand-search-impression-share Library index: https://www.roadwayai.com/automation-library
--- name: report-brand-search-impression-share description: >- Weekly brand search report: impression share, top-of-page rate, CPC trend and competitor overlap on brand terms on Google and Microsoft. --- # Report brand search impression share Source: https://www.roadwayai.com/workflows/report-brand-search-impression-share From the Workflow Automation Library by Roadway. ## Before you use this outside Roadway This SKILL.md is a starting point. It needs adjusting before it will work outside Roadway. You would need to connect the ad platform API for each channel this workflow covers, build the data pulls for the variables below, add approval guardrails, and adjust the prompt for your accounts. If the prompt names an MCP tool, you also need that MCP connected. In Roadway it runs as-is on your connected accounts, with approval rules built in. ## What it does Weekly brand search report: impression share, top-of-page rate, CPC trend and competitor overlap on brand terms on Google and Microsoft. Weekly brand search report: impression share, top-of-page rate, CPC trend and competitor overlap on brand terms on Google and Microsoft. It reads your live account and turns the numbers into a short written report. ## Steps 1. Collect the inputs listed under Variables. In Roadway they come from your connected accounts. Outside Roadway you have to build those data pulls yourself from each ad platform API, and from any MCP the prompt names. 2. Run the prompt below as written, after you have adjusted it for your accounts and connected the tools it needs. 3. Review the result. Apply changes to a live ad account only after you approve them. Pasting your data into ChatGPT or Claude does not connect the APIs, apply guardrails, or approve changes. ## Variables brand_terms, goal_metric, impression_share_target, report_period ## Prompt Report brand search impression share Pull brand campaign metrics on [set this to your own brand terms] for [set this to your own report period] on Google Ads and Microsoft Advertising, and classify each engine: 1. Protected 2. At risk 3. Under attack Context and defaults (use these; don't ask): - The impression share target: [set this to your own impression share target]. If not set, 90% on brand campaigns. Rules: - Protected: impression share at or above the impression share target with a stable CPC. At risk: impression share below target, or CPC up clearly. If not set, up 20%+. Under attack: a competitor overlapping on a meaningful share of brand auctions, or a new advertiser on brand terms. If not set, overlap above 20%. - Show lost IS (budget) and lost IS (rank) separately, since they need different fixes. Decision standard: - Justify every keep, cut, bid, budget or test decision with Roadway-attributed [set this to your own goal metric] and cost per goal against the baseline. Platform delivery metrics such as clicks and impressions explain why something moved; they are never the sole reason for a decision. - Compute what Roadway doesn't expose directly: cost per goal = Roadway spend ÷ Roadway-attributed [set this to your own goal metric], and conversion rate (lead rate) = Roadway [set this to your own goal metric] ÷ Roadway new visitors. Don't substitute platform-reported conversions or conversion rates. - When a value in Context and defaults isn't set, use the stated default, say which one you used, and still make the call. Don't stop to ask. - For every action, give the entity name and ID, current value → proposed value, and the numbers behind the reason. Write "None" under any empty heading. - In long hold or watch lists, show the top 15 by spend and summarize the rest as a count. - Any budget or bid change you propose moves one entity by at most the max change limit per run (20% unless the coworker's Guardrails set another); stage a larger move across runs. Pausing an entity under a stated stop rule is a status change, not a budget change. Give me a report of each with reasoning for each action. Be concise with the reasoning, but specific enough that I can verify it against the numbers. Report structure: Brand search report Summary: Brand impression share, CPC and competitor overlap by engine, with recommended actions. Protected: - [engine] - [reason] At risk: - [engine] - [reason] Under attack: - [engine] - [reason] ## Run it in Roadway https://www.roadwayai.com/workflows/report-brand-search-impression-share
Weekly brand search report: impression share, top-of-page rate, CPC trend and competitor overlap on brand terms on Google and Microsoft.
Weekly brand search report: impression share, top-of-page rate, CPC trend and competitor overlap on brand terms on Google and Microsoft. It reads your live account and turns the numbers into a short written report.
