--- name: "Paid advertising specialist" repo: https://github.com/gnoviawan/agentic-marketing source: https://github.com/gnoviawan/agentic-marketing/blob/HEAD/skills/marketing-paid-ads/SKILL.md license: not specified install: "npx skills add gnoviawan/agentic-marketing --skill bmad-agent-marketing-paid-ads" page: https://100xlab.com/resources/agent-skills/gnoviawan-agentic-marketing--marketing-paid-ads--1wegwvy --- # Paid Advertising Specialist ## Overview Delivers actionable paid media strategies across Google, Meta, LinkedIn, TikTok, and programmatic channels. Grounds recommendations in brand positioning, competitive research, and performance data. Outputs production-ready campaign briefs, ad copy, audience specs, and budget plans. ## Identity Senior paid media strategist with deep expertise across major ad platforms and emerging formats. ## Communication Style Direct, platform-specific, and action-oriented. Provides specific recommendations with rationale. Example: "For Google Search, build 15 headlines mixing keyword, benefit, CTA, and urgency variants. Pin sparingly to preserve algorithm flexibility." ## Principles - Platform-native strategy: Each platform has distinct algorithms, formats, and audience behaviors - Creative-first scaling: Creative quality and freshness are the primary scaling drivers - Data-grounded decisions: Let conversion data guide budget, bidding, and audience choices - Full-funnel thinking: Balance awareness, consideration, conversion, and retention appropriately - Privacy-first tracking: Server-side tracking and first-party data are foundational in the post-cookie landscape ## On Activation Load available config from `{project-root}/_bmad/config.yaml` and `{project-root}/_bmad/config.user.yaml` if present. Resolve and apply throughout the session. Read brand context when available via the shared patterns protocol. Greet the user appropriately and offer to show available capabilities. ## Reference Lookup Protocol This skill uses progressive disclosure to save tokens. 1. Read `./references/frameworks-index.csv` - lightweight index 2. Match the user's situation to the `best_for` column 3. Read ONLY the matched reference file(s) 4. Never bulk-read all reference files `shared-patterns.md` is read directly - not indexed. ## Capabilities | Capability | Route | |------------|-------| | Competitive Ad Research | Load `./references/competitive-research.md` | | Google Ads Strategy | Load `./references/google-ads.md` | | Meta Ads Strategy | Load `./references/meta-ads.md` | | LinkedIn Ads Strategy | Load `./references/linkedin-ads.md` | | TikTok Ads Strategy | Load `./references/tiktok-ads.md` | | Programmatic & Display | Load `./references/programmatic.md` | | Ad Creative Strategy | Load `./references/creative-strategy.md` | | Campaign Strategy | Load `./references/campaign-strategy.md` | | Deliverables & Outputs | Load `./references/deliverables.md` | ## Supporting References | Reference | Purpose | |-----------|---------| | `./references/best-practices.md` | Platform-specific modern practices | | `./references/benchmarks.md` | Industry benchmark data | | `./references/deliverable-templates.md` | Production-ready templates | | `./references/privacy-tracking.md` | Tracking setup and attribution | | `./references/shared-patterns.md` | Starting context router and protocols | ## Path Resolution **Campaign mode** - working within a named campaign: - Save to `./brands/{brand-slug}/campaigns/{type}-{campaign-slug}/channels/paid-ads/content/` - Read campaign strategy at `./brands/{brand-slug}/campaigns/{type}-{campaign-slug}/strategy.md` **Standalone mode** - evergreen or independent work: - Save to `./brands/{brand-slug}/channels/paid-ads/content/` **Legacy fallback** - old directory structure detected: - Save to `./brands/{brand-slug}/campaigns/paid-ads/` - Suggest migration to new structure If unsure which mode, ask: "Is this part of a specific campaign, or standalone work?" --- ## Supporting file: references/benchmarks.md # Paid Advertising Benchmarks by Platform & Industry (2025-2026) Industry benchmark data for paid advertising performance metrics across major platforms. Use these as directional references when setting campaign targets, evaluating performance, and identifying optimization opportunities. **Important notes on using benchmarks:** - Benchmarks represent medians and averages; top performers significantly exceed these numbers - Your results will vary based on offer strength, creative quality, landing page experience, and competitive landscape - Always compare against your own historical data first, then industry benchmarks - Benchmarks shift quarterly -- use these as starting references, then calibrate to your actual data --- ## 1. Google Ads Benchmarks ### 1.1 Google Search Ads -- CPC, CTR, Conversion Rate by Industry | Industry | Avg CPC | Avg CTR | Avg Conv Rate | Avg CPA | |---|---|---|---|---| | E-commerce / Retail | $1.15 | 5.2% | 3.1% | $37 | | SaaS / Technology | $3.80 | 3.4% | 2.5% | $152 | | B2B Services | $3.50 | 3.2% | 2.8% | $125 | | Legal Services | $6.75 | 3.8% | 3.5% | $193 | | Healthcare | $2.95 | 3.6% | 3.2% | $92 | | Finance / Insurance | $4.50 | 3.9% | 3.8% | $118 | | Real Estate | $2.40 | 4.8% | 2.9% | $83 | | Local Services | $2.10 | 5.5% | 4.2% | $50 | | Education | $2.85 | 4.1% | 3.6% | $79 | | Travel / Hospitality | $1.65 | 5.0% | 3.3% | $50 | | Automotive | $2.30 | 4.2% | 2.7% | $85 | | Home Services | $2.80 | 4.6% | 4.5% | $62 | **Notes:** - Legal and finance have the highest CPCs due to intense competition and high customer lifetime values - Local services and home services achieve the best conversion rates due to high purchase intent - E-commerce CTRs are elevated by Shopping ads appearing in search results - SaaS CPA reflects free trial or demo request conversions, not paid subscriptions ### 1.2 Google Shopping Ads Benchmarks | Industry | Avg CPC | Avg CTR | Avg Conv Rate | Avg ROAS | |---|---|---|---|---| | Apparel / Fashion | $0.55 | 4.8% | 2.2% | 4.5x | | Electronics | $0.70 | 3.5% | 1.8% | 5.2x | | Home & Garden | $0.45 | 4.2% | 2.5% | 5.8x | | Beauty / Cosmetics | $0.60 | 5.1% | 3.0% | 6.2x | | Sports / Outdoors | $0.50 | 4.5% | 2.3% | 4.8x | | Food & Grocery | $0.35 | 5.5% | 3.5% | 7.0x | | Pet Supplies | $0.40 | 5.8% | 3.2% | 5.5x | | Toys & Games | $0.45 | 5.0% | 2.8% | 5.0x | **Notes:** - Shopping CPCs are significantly lower than search text ads - Feed quality (title optimization, image quality, pricing competitiveness) directly impacts CTR - ROAS varies significantly by average order value -- higher AOV categories achieve higher ROAS ### 1.3 Performance Max (PMax) Benchmarks | Metric | E-commerce | Lead Gen | Local | |---|---|---|---| | Avg CPA | 5-15% lower than standard campaigns | 10-20% higher initially, improves over time | Comparable to search | | ROAS | 4.0x - 7.0x (mature campaigns) | N/A | N/A | | Conversion Volume | 15-30% more conversions at similar CPA | Variable | 10-20% more store visits | | Learning Period | 2-4 weeks | 3-6 weeks | 2-3 weeks | | Asset Group CTR | 1.5-3.5% (blended across networks) | 1.0-2.5% | 2.0-4.0% | **Notes:** - PMax performance varies wildly by vertical and data maturity - Brand search cannibalization inflates PMax results -- always analyze with brand exclusions where possible - E-commerce with strong product feeds sees the best PMax results - Lead gen PMax requires careful offline conversion import to avoid junk leads ### 1.4 Google Display Ads Benchmarks | Metric | Average | Top 25% | |---|---|---| | CPC | $0.50 - $0.80 | $0.30 - $0.50 | | CTR | 0.35% - 0.60% | 0.80% - 1.2% | | CPM | $2.50 - $5.00 | $1.50 - $3.00 | | Conversion Rate | 0.5% - 1.0% | 1.5% - 3.0% | | Viewability | 50% - 60% | 70%+ | --- ## 2. Meta Ads Benchmarks (Facebook / Instagram) ### 2.1 Meta Ads -- CPM, CPC, CTR, CPA by Industry | Industry | Avg CPM | Avg CPC | Avg CTR | Avg CPA | |---|---|---|---|---| | E-commerce / Retail | $11.50 | $0.85 | 1.35% | $28 | | SaaS / Technology | $14.00 | $1.70 | 0.82% | $85 | | B2B Services | $13.50 | $1.90 | 0.71% | $105 | | Finance / Insurance | $15.00 | $2.10 | 0.72% | $70 | | Healthcare | $10.50 | $1.30 | 0.81% | $65 | | Education | $9.00 | $1.10 | 0.82% | $55 | | Real Estate | $8.50 | $1.05 | 0.81% | $52 | | Food & Beverage | $7.50 | $0.65 | 1.15% | $22 | | Fitness / Wellness | $10.00 | $0.95 | 1.05% | $40 | | Travel | $8.00 | $0.75 | 1.06% | $35 | | Automotive | $12.00 | $1.60 | 0.75% | $80 | | Legal | $12.50 | $1.85 | 0.68% | $95 | ### 2.2 Meta Ads by Campaign Objective | Objective | Avg CPM | Avg CPC | Avg CTR | Avg Cost Per Result | |---|---|---|---|---| | Awareness / Reach | $5.00 - $8.00 | N/A | N/A | $0.005 - $0.015 per impression | | Traffic | $8.00 - $12.00 | $0.50 - $1.20 | 1.0% - 2.0% | $0.50 - $1.20 per click | | Engagement | $6.00 - $10.00 | N/A | N/A | $0.03 - $0.10 per engagement | | Video Views | $5.00 - $9.00 | N/A | N/A | $0.02 - $0.06 per ThruPlay | | Lead Generation | $10.00 - $18.00 | $1.00 - $2.50 | 0.7% - 1.5% | $8 - $35 per lead | | Conversions (Purchase) | $12.00 - $22.00 | $0.80 - $2.00 | 0.8% - 1.5% | $15 - $65 per purchase | | App Installs | $8.00 - $14.00 | $1.50 - $4.00 | 0.6% - 1.2% | $2.00 - $6.00 per install | ### 2.3 Meta Ads -- Advantage+ Shopping Campaign Benchmarks | Metric | Average | Top Performers | |---|---|---| | ROAS | 3.5x - 5.0x | 6.0x - 10.0x+ | | CPA (Purchase) | $20 - $45 | $10 - $20 | | CTR | 1.0% - 1.8% | 2.0% - 3.5% | | CPM | $12 - $18 | $8 - $12 | | New Customer % | 50% - 65% (without cap) | 70% - 85% (with existing customer cap) | | Learning Phase Duration | 5 - 10 days | 3 - 5 days (high volume) | ### 2.4 Meta Ads by Placement | Placement | Avg CPM | Avg CTR | Relative CPA | |---|---|---|---| | Facebook Feed | $12 - $16 | 1.0% - 1.5% | Baseline | | Instagram Feed | $10 - $14 | 0.8% - 1.3% | 5-15% higher | | Instagram Stories | $8 - $12 | 0.5% - 0.8% | 10-20% lower | | Instagram Reels | $6 - $10 | 0.4% - 0.7% | 15-30% lower (improving) | | Facebook Reels | $5 - $9 | 0.3% - 0.6% | 20-35% lower | | Audience Network | $3 - $6 | 0.3% - 0.5% | Variable (quality concerns) | | Messenger | $8 - $12 | 0.6% - 1.0% | 10-20% higher | **Notes:** - Reels placements offer the lowest CPMs but require Reels-native creative for best results - Audience Network is cheap but often low quality -- monitor closely or exclude - Advantage+ placements (automatic) generally outperform manual placement selection --- ## 3. TikTok Ads Benchmarks ### 3.1 TikTok Ads by Objective | Metric | Awareness | Traffic | Conversions | App Install | |---|---|---|---|---| | CPM | $4 - $8 | $6 - $10 | $10 - $18 | $8 - $14 | | CPC | N/A | $0.50 - $1.00 | $0.80 - $1.80 | $1.50 - $3.50 | | CTR | N/A | 0.8% - 1.5% | 0.6% - 1.2% | 0.5% - 1.0% | | CPV (6s view) | $0.01 - $0.03 | N/A | N/A | N/A | | Engagement Rate | 3% - 8% | 2% - 5% | 1% - 3% | 1% - 3% | ### 3.2 TikTok Ads by Industry | Industry | Avg CPM | Avg CPC | Avg CTR | Avg CPA | |---|---|---|---|---| | E-commerce / DTC | $7.00 | $0.70 | 1.0% | $22 | | Gaming / Apps | $8.50 | $1.20 | 0.7% | $4.50 (install) | | Beauty / Cosmetics | $6.00 | $0.55 | 1.1% | $18 | | Fashion / Apparel | $6.50 | $0.60 | 1.0% | $25 | | Food & Beverage | $5.50 | $0.50 | 1.1% | $15 | | Finance / Fintech | $12.00 | $1.80 | 0.67% | $45 | | Education | $8.00 | $1.00 | 0.80% | $35 | | Health / Wellness | $7.50 | $0.75 | 1.0% | $28 | ### 3.3 TikTok Spark Ads vs Standard In-Feed | Metric | Spark Ads | Standard In-Feed | Difference | |---|---|---|---| | CTR | 1.2% - 2.0% | 0.6% - 1.2% | +40-80% higher | | Engagement Rate | 4% - 8% | 2% - 4% | +80-150% higher | | CPM | $6 - $10 | $5 - $9 | +10-20% higher | | CPA | 15-30% lower | Baseline | Spark wins on efficiency | | Video Completion Rate | 25% - 35% | 15% - 25% | +40-60% higher | --- ## 4. LinkedIn Ads Benchmarks ### 4.1 LinkedIn Ads by Format | Format | Avg CPC | Avg CTR | Avg CPL | Avg CPM | |---|---|---|---|---| | Single Image (Sponsored Content) | $5.50 - $8.50 | 0.40% - 0.65% | $50 - $120 | $28 - $45 | | Video (Sponsored Content) | $4.50 - $7.00 | 0.35% - 0.55% | $55 - $130 | $25 - $40 | | Carousel | $4.00 - $6.50 | 0.45% - 0.70% | $45 - $100 | $22 - $38 | | Document Ads | $3.50 - $6.00 | 0.50% - 0.80% | $35 - $80 | $20 - $35 | | Thought Leader Ads | $3.00 - $5.50 | 0.70% - 1.20% | $30 - $70 | $18 - $32 | | Message Ads (InMail) | N/A | 40% - 55% open rate | $25 - $60 | N/A | | Conversation Ads | N/A | 55% - 70% open rate | $20 - $50 | N/A | | Text Ads | $2.00 - $4.00 | 0.02% - 0.05% | $80 - $200 | $6 - $10 | | Lead Gen Forms | $4.00 - $7.00 | 0.50% - 0.80% | $25 - $75 | $25 - $40 | ### 4.2 LinkedIn Ads by Targeting Type | Targeting | Avg CPC | Avg CTR | Avg CPL | Audience Size Impact | |---|---|---|---|---| | Job Title targeting | $7.00 - $12.00 | 0.35% - 0.50% | $60 - $150 | Small, precise | | Job Function + Seniority | $5.50 - $8.00 | 0.40% - 0.60% | $45 - $100 | Medium | | Industry + Company Size | $4.50 - $7.00 | 0.45% - 0.65% | $40 - $90 | Medium-Large | | Skills-based | $4.00 - $6.00 | 0.50% - 0.70% | $35 - $80 | Large | | ABM (Account Lists) | $6.00 - $10.00 | 0.50% - 0.75% | $40 - $90 | Small, high-value | | Retargeting | $3.50 - $5.50 | 0.60% - 0.90% | $25 - $55 | Small | | Lookalike | $5.00 - $7.50 | 0.40% - 0.60% | $40 - $85 | Medium | ### 4.3 LinkedIn Ads by Industry (B2B) | Industry | Avg CPC | Avg CTR | Avg CPL | |---|---|---|---| | SaaS / Software | $6.50 | 0.52% | $75 | | Professional Services | $5.80 | 0.48% | $65 | | Financial Services | $7.20 | 0.45% | $90 | | Healthcare / Pharma | $6.00 | 0.50% | $80 | | Manufacturing | $5.00 | 0.55% | $60 | | Education / EdTech | $4.50 | 0.58% | $50 | | Staffing / Recruiting | $5.20 | 0.62% | $55 | | Cybersecurity | $7.80 | 0.42% | $95 | | Marketing / AdTech | $5.50 | 0.60% | $60 | --- ## 5. YouTube Ads Benchmarks ### 5.1 YouTube Ads by Format | Format | Avg CPV | View Rate | Avg CPC (Click) | Cost Per Conversion | |---|---|---|---|---| | Skippable In-Stream | $0.03 - $0.06 | 25% - 35% | $0.30 - $0.80 | $15 - $50 | | Non-Skippable (15s) | N/A (CPM: $8-$15) | 90%+ (forced) | $0.50 - $1.20 | $20 - $60 | | Bumper Ads (6s) | N/A (CPM: $5-$10) | 90%+ (forced) | N/A | Brand lift metric | | In-Feed (Discovery) | $0.05 - $0.10 | 3% - 5% CTR | $0.10 - $0.30 | $25 - $75 | | Shorts Ads | $0.01 - $0.03 | 15% - 25% | $0.20 - $0.60 | $10 - $40 | | CTV In-Stream | N/A (CPM: $15-$30) | 90%+ (forced) | N/A | Brand lift metric | ### 5.2 YouTube Ads by Industry | Industry | Avg CPV | Avg View Rate | Avg Conv Rate (from view) | |---|---|---|---| | E-commerce | $0.035 | 30% | 1.8% | | SaaS / Technology | $0.055 | 28% | 1.2% | | Finance | $0.065 | 25% | 2.0% | | Education | $0.040 | 32% | 2.5% | | Automotive | $0.045 | 30% | 0.8% | | Travel | $0.035 | 33% | 1.5% | | Healthcare | $0.050 | 27% | 1.6% | | Gaming | $0.025 | 35% | 3.0% | --- ## 6. Cross-Platform Benchmarks ### 6.1 ROAS Benchmarks by Platform and Vertical | Vertical | Google Search | Google Shopping | Meta Ads | TikTok | Overall Paid | |---|---|---|---|---|---| | E-commerce (avg) | 4.0x - 6.0x | 5.0x - 8.0x | 3.0x - 5.0x | 2.5x - 4.5x | 3.5x - 5.5x | | DTC Brands | 3.0x - 5.0x | 4.0x - 7.0x | 2.5x - 4.5x | 2.0x - 4.0x | 2.5x - 4.5x | | B2B SaaS | 5.0x - 10.0x | N/A | 2.0x - 4.0x | N/A | 3.0x - 7.0x | | Lead Gen (services) | 5.0x - 12.0x | N/A | 3.0x - 6.0x | N/A | 4.0x - 8.0x | | Local Business | 5.0x - 15.0x | N/A | 3.0x - 8.0x | N/A | 4.0x - 10.0x | **Notes on ROAS:** - ROAS is calculated differently across platforms (platform-reported vs GA4 vs blended) - Platform-reported ROAS is always inflated vs GA4 due to attribution differences - A healthy blended ROAS target for e-commerce is 3.0x-4.0x (covering all paid channels) - B2B ROAS should be calculated on pipeline and closed revenue, not just lead value ### 6.2 Starting Budget Recommendations | Business Type | Monthly Min | Recommended Start | Platform Focus | |---|---|---|---| | Local Business | $500 | $1,000 - $2,000 | Google Search only | | E-commerce (new) | $1,500 | $3,000 - $5,000 | Meta + Google Shopping | | E-commerce (scaling) | $5,000 | $10,000 - $25,000 | Meta + Google + TikTok | | B2B SaaS (startup) | $2,000 | $3,000 - $5,000 | Google Search + LinkedIn | | B2B SaaS (growth) | $5,000 | $10,000 - $20,000 | Google + LinkedIn + Meta | | B2B Enterprise | $5,000 | $15,000 - $30,000 | LinkedIn + Google + ABM | | DTC Brand (launch) | $2,000 | $3,000 - $5,000 | Meta + TikTok | | DTC Brand (scaling) | $5,000 | $10,000 - $50,000 | Meta + TikTok + Google | | App / Gaming | $3,000 | $5,000 - $15,000 | Meta + TikTok + Google UAC | | Professional Services | $1,000 | $2,000 - $5,000 | Google Search | ### 6.3 Budget Allocation Rules by Funnel Stage | Business Maturity | Awareness | Consideration | Conversion | Retention | |---|---|---|---|---| | Pre-launch / New | 10% | 15% | 65% | 10% | | 0-6 months (data building) | 10% | 20% | 60% | 10% | | 6-18 months (growing) | 15% | 25% | 45% | 15% | | 18+ months (established) | 20% | 25% | 35% | 20% | | Scaling aggressively | 25% | 30% | 30% | 15% | ### 6.4 Scaling Rules of Thumb | Rule | Details | |---|---| | Budget increase cadence | 15-20% every 3-5 days (never more than 2x at once) | | CPA tolerance during scaling | Allow 15-20% CPA increase during scaling; recalibrate if it exceeds 30% | | Creative-to-spend ratio | Produce 1 new creative per $1,000 of monthly spend (minimum) | | Learning phase budget | Daily budget should be 5-10x the target CPA | | Audience saturation signal | Frequency exceeds 2.5 in prospecting; CPM rises 30%+ without audience change | | Platform diversification trigger | When primary platform CPA increases 20%+ despite optimization, test a new platform | | Diminishing returns threshold | Typically hits at 70-80% impression share (search) or 3.0 frequency (social) | | Minimum test budget | $500 or 50 conversions (whichever comes first) per test variant | --- ## 7. Conversion Rate Benchmarks by Landing Page Type | Page Type | Median Conv Rate | Top 25% | Top 10% | |---|---|---|---| | E-commerce Product Page | 2.5% | 4.5% | 7.0% | | SaaS Free Trial | 3.0% | 5.5% | 8.5% | | SaaS Demo Request | 2.0% | 4.0% | 6.5% | | Lead Gen (short form, 3 fields) | 5.0% | 9.0% | 14.0% | | Lead Gen (long form, 7+ fields) | 2.0% | 3.5% | 5.5% | | Webinar Registration | 4.0% | 7.0% | 11.0% | | Content Download (gated) | 6.0% | 10.0% | 15.0% | | App Download Landing Page | 3.5% | 6.0% | 9.0% | | Local Service (call/form) | 5.0% | 8.5% | 13.0% | | Squeeze Page (email opt-in) | 8.0% | 15.0% | 25.0% | **Notes:** - Mobile conversion rates are typically 50-60% of desktop rates for complex actions - Each additional form field reduces conversion rate by 5-10% - Page load time above 3 seconds reduces conversion rate by 20-30% - Message match between ad and landing page can improve conversion rate by 25-50% --- ## 8. Seasonal Trends and CPM Fluctuations ### 8.1 Quarterly CPM Index (baseline = Q1) | Quarter | Meta CPM Index | Google CPC Index | TikTok CPM Index | LinkedIn CPM Index | |---|---|---|---|---| | Q1 (Jan-Mar) | 1.00x (baseline) | 1.00x | 0.90x | 1.05x | | Q2 (Apr-Jun) | 1.10x | 1.05x | 1.00x | 1.15x | | Q3 (Jul-Sep) | 1.05x | 1.00x | 0.95x | 0.95x | | Q4 (Oct-Dec) | 1.40x - 1.80x | 1.15x - 1.30x | 1.20x - 1.50x | 1.10x | **Notes:** - Q4 is the most expensive quarter across all platforms (holiday competition, Black Friday, year-end budgets) - Meta CPMs can spike 40-80% in November/December - LinkedIn is most expensive in Q2 (budget planning season) and Q1 (new year initiatives) - January is often the cheapest month on Meta and TikTok (post-holiday advertiser pullback) - Plan budgets with seasonal multipliers to maintain consistent impression volume year-round ### 8.2 Day-of-Week Performance Patterns | Day | B2C Social (Meta/TikTok) | B2B (LinkedIn/Google) | E-commerce (All) | |---|---|---|---| | Monday | Average | Strong (week start) | Below average | | Tuesday | Above average | Strongest | Average | | Wednesday | Above average | Strong | Above average | | Thursday | Average | Strong | Above average | | Friday | Below average | Below average | Average | | Saturday | Strong | Weak | Strongest | | Sunday | Strongest | Weak | Strong | **Notes:** - B2C social campaigns perform best on weekends when users have leisure time - B2B campaigns perform best Tuesday through Thursday during business hours - E-commerce peaks on Saturday as consumers browse and shop - Use dayparting and day-of-week bid adjustments to optimize spend allocation --- ## Supporting file: references/best-practices.md # Paid Advertising Best Practices -- Modern and Emerging Practices Comprehensive reference for modern paid advertising across all major platforms. Updated for algorithm changes, new ad formats, and privacy-first advertising landscape. --- ## 1. Google Ads Best Practices ### 1.1 Performance Max (PMax) Campaigns Performance Max is Google's flagship AI-driven campaign type, running across Search, Display, YouTube, Discover, Gmail, and Maps from a single campaign. **Asset requirements for strong performance:** - 20+ high-quality images (landscape 1200x628, square 1200x1200, portrait 960x1200) - 5+ video assets (horizontal, vertical, square; 10s, 15s, 30s+ lengths) - 15 headlines (30 char max each): mix of keyword-rich, benefit-driven, CTA, social proof, and urgency variants - 5 long headlines (90 char max): more descriptive, benefit-focused - 5 descriptions (90 char max): elaborate on unique value propositions - Business name and logo (1200x1200 square, 1200x300 landscape) - Final URL and display path **Asset group strategy:** - Create separate asset groups per product line, service category, or audience segment - Never combine unrelated products in a single asset group - Each asset group should have its own audience signals, assets, and final URL - Monitor asset performance ratings (Low, Good, Best) and replace Low-rated assets within 14 days **Audience signals (critical for PMax guidance):** - Custom segments: Add 10-15 high-intent search terms competitors' URLs and apps your audience uses - Your data: Upload customer match lists segmented by value tier (top 20% customers as primary signal) - Interests and demographics: Layer in-market and affinity audiences relevant to your product - Audience signals are suggestions, not restrictions -- the algorithm will explore beyond them **PMax pitfalls to avoid:** - Brand cannibalization: PMax will claim brand search conversions. Add brand exclusions at the campaign level via Google rep or API - Placement quality: Use account-level placement exclusions. Run placement reports via Google Ads scripts to identify MFA sites and mobile apps consuming budget - URL expansion: Disable if you want traffic only on specific landing pages. Enable only if all site pages are conversion-optimized - New customer acquisition: Enable the "new customer value" setting and assign a value premium to new customers to bias the algorithm toward prospecting ### 1.2 Broad Match + Smart Bidding Broad match has fundamentally changed. Combined with smart bidding, it uses real-time signals (location, device, time, query context, audience lists) to determine which queries to enter. **When to use broad match:** - Campaign has 30+ conversions per month (ideally 50+) - Smart bidding strategy is active (tCPA, tROAS, or maximize conversions/value) - Strong negative keyword lists are in place - Conversion tracking is accurate and comprehensive **Implementation approach:** - Do not flip all keywords to broad match overnight - Start with top 5-10 highest-volume exact/phrase keywords, duplicate them as broad match in a separate ad group or experiment - Run for 14-21 days comparing CPA/ROAS between match types - Review search terms report twice weekly during the test - Expand broad match adoption to remaining keywords once validated **Negative keyword management for broad match:** - Maintain account-level negative keyword lists (up to 1000 terms) - Create campaign-level lists for campaign-specific exclusions - Review search terms daily during the first 2 weeks of broad match adoption - Common exclusion categories: job-related (salary, hiring, careers), informational (what is, how to, definition), competitor brand names (unless running competitor campaigns), free/cheap (for premium brands) ### 1.3 Responsive Search Ads (RSAs) RSAs are the only standard search ad format. Google tests combinations of your headlines and descriptions to find the best performers. **Headline strategy (15 available slots):** - Headlines 1-3: Primary keyword variations (pinned to position 1 or 2 if needed) - Headlines 4-6: Benefit statements (save time, increase revenue, reduce costs) - Headlines 7-9: Social proof (trusted by X customers, rated 4.8 stars, award-winning) - Headlines 10-12: CTAs (Get Started Today, Free Trial, Request a Demo, Shop Now) - Headlines 13-15: Urgency/scarcity (Limited Time, Ends Friday, Only X Left) **Description strategy (4 available slots):** - Description 1: Core value proposition with primary keyword - Description 2: Supporting benefit with differentiator - Description 3: Social proof or trust signal - Description 4: CTA with urgency element **Pinning guidelines:** - Pin sparingly -- every pin reduces Google's optimization ability - Pin only when brand compliance requires specific messaging in position 1 - If pinning, pin 2-3 headlines to the same position to allow some rotation - Never pin all positions -- defeats the purpose of RSAs **Ad strength indicator:** - Target "Good" or "Excellent" ad strength - Add more unique headlines to improve (avoid repetitive messaging) - Use all 15 headline slots and all 4 description slots - Include keywords naturally without keyword stuffing ### 1.4 Demand Gen Campaigns Demand Gen replaced Discovery campaigns and runs across YouTube (in-feed, in-stream, Shorts), Discover feed, and Gmail. **Best practices:** - Provide both image and video assets for maximum reach - Use high-quality lifestyle imagery (not product-on-white-background) - Video assets: include 6s bumpers, 15s shorts, and 30-60s longer cuts - Audience targeting: use lookalike segments seeded from converters (not all site visitors) - Bidding: start with maximize clicks to build data, graduate to maximize conversions or tCPA after 50 conversions - Creative refresh every 3-4 weeks to prevent fatigue ### 1.5 YouTube Ads (including Shorts and CTV) **YouTube Shorts Ads (2025-2026 priority format):** - Vertical 9:16 format, under 60 seconds - Native creator-style content outperforms polished brand ads - Hook within first 1-2 seconds (Shorts audience scrolls fast) - Text overlays for key messages (many viewers watch without sound) - Add clear CTA overlay and end card - Can run via Video Action campaigns or Demand Gen **Connected TV (CTV) via YouTube:** - Non-skippable 15s and 30s in-stream on YouTube CTV apps - Massive reach: YouTube is the #1 streaming platform on connected TVs - Target by household demographics, content interests, and custom segments - Creative must work on large screen -- high production value, readable text, strong audio - Measure via brand lift studies, search lift, and conversion path analysis **In-Stream skippable best practices:** - Brand visible by second 3 (before skip button appears at second 5) - Deliver core message within first 15 seconds - Include CTA both verbally and as on-screen element at 15s and 30s marks - Optimal length: 15-60 seconds (30s sweet spot for most objectives) - Add companion banners for additional real estate ### 1.6 Conversion Tracking **Enhanced Conversions:** - Sends hashed first-party customer data (email, phone, name, address) alongside conversion tags - Improves conversion attribution accuracy by 5-15% - Implemented via Google Tag or GTM with user-provided data variables - Requires customer consent under applicable privacy laws - Enable in Google Ads settings under Conversions > Settings > Enhanced Conversions **Consent Mode v2 (mandatory in EEA/UK):** - Two required parameters: ad_storage and analytics_storage - Two new parameters added in v2: ad_user_data and ad_personalization - Default state should be "denied" until user grants consent - When consent is denied, Google models conversions using aggregated anonymized data - Implement via CMP (Consent Management Platform) integrated with Google Tag - Non-compliance risks: loss of remarketing audiences, conversion modeling, and personalization in EEA **Offline conversion tracking:** - Import CRM conversion data via Google Click ID (GCLID) - Upload scheduled imports daily or use API for real-time - Critical for B2B where sales cycles are long and conversions happen offline - Enhanced conversions for leads: pass hashed lead data at form submission, match to downstream conversion --- ## 2. Meta Ads Best Practices ### 2.1 Advantage+ Shopping Campaigns (ASC) Meta's most automated campaign type for e-commerce advertisers. **Setup requirements:** - Active Meta Pixel with purchase events firing consistently - Product catalog with 150+ items (works with fewer, but algorithm needs variety) - Minimum 100 purchases in the past 28 days for optimal performance - CAPI (Conversions API) sending redundant server-side events **Optimization approach:** - Set "existing customer budget cap" to limit spend on retargeting (typically 20-30%) - Upload existing customer lists so Meta can identify and cap spend on them - Provide 10+ creative assets mixing formats (static, video, carousel, UGC) - Allow 7 days of learning before evaluating performance - Scale budget by 20% every 3-5 days, not more **When ASC is NOT the right choice:** - Fewer than 50 purchases/month (insufficient data for algorithm optimization) - Highly seasonal products requiring precise audience control - B2B with long sales cycles and low conversion volume - When you need granular audience testing and isolation ### 2.2 Creative Diversification Strategy Meta's algorithm performs best when given creative variety. The platform's AI matches different creatives to different audience segments automatically. **The 3-5-3 framework:** - 3-5 distinct creative concepts (different hooks, angles, or value propositions) - 3+ formats per concept (static image, video, carousel, UGC, collection) - 3 copy variations per ad (different lengths and tones) **Creative concept categories:** - Problem/solution: Lead with the pain point, present your product as the fix - Social proof: Customer testimonials, reviews, before/after, case studies - Product demo: Show the product in action, unboxing, features walkthrough - Lifestyle: Aspirational content showing life with the product - Offer-led: Discount, bundle, limited-time, free shipping emphasis - Creator/UGC: Authentic, face-to-camera, "I tried this product" format **Creative fatigue signals:** - CTR drops 20%+ from peak over 7 days - CPM increases 30%+ without audience changes - Frequency exceeds 3.0 in prospecting or 6.0 in retargeting - ROAS declines 25%+ week-over-week with stable budgets - Action: pause fatigued ads, introduce new creative, rotate angles ### 2.3 Account Simplification Meta's algorithm works best with consolidated campaign structures that maximize data density per ad set. **Simplified structure guidelines:** - 2-4 campaigns per objective (not dozens of micro-campaigns) - Use CBO (Campaign Budget Optimization) as default for 3+ ad sets - Consolidate overlapping audiences rather than running separate narrow ad sets - Minimum 50 conversions per week per ad set for optimal algorithm learning - Fewer, broader ad sets outperform many narrow ones in 2025-2026 **Audience consolidation approach:** - Merge interests into single "stacked" interest ad sets rather than one-interest-per-ad-set - Use Advantage+ Audience (expanded targeting) for prospecting -- provide audience suggestions as signals - Separate only when audiences truly need different messaging (e.g., B2B vs B2C, different languages) ### 2.4 Meta Conversions API (CAPI) Server-side event tracking that sends conversion data directly from your server to Meta, bypassing browser limitations. **Implementation priority (high to low):** 1. Purchase / Lead (primary conversion events) 2. InitiateCheckout / AddToCart (mid-funnel) 3. ViewContent / AddToWishlist (upper-funnel) 4. PageView (base-level) **Technical requirements:** - Deduplicate events using event_id parameter (prevent double-counting with pixel) - Event match quality (EMQ) score target: 6.0+ (higher = better match rate) - Pass user parameters: email (hashed), phone (hashed), first name, last name, city, state, zip, country, external ID - Use partner integrations for simplified setup: Shopify, WooCommerce, WordPress, Zapier, or GTM server-side **Impact of CAPI:** - Recovers 10-25% of conversion events lost due to browser restrictions, ad blockers, and iOS ATT - Improves audience building accuracy for custom audiences and lookalikes - Better optimization data leads to lower CPA and higher ROAS over time ### 2.5 Reels Placements Reels inventory continues to grow as Meta's fastest-growing ad surface. **Creative specifications:** - 9:16 vertical format (1080x1920) - 5-30 seconds optimal (15s is the sweet spot) - Safe zones: keep text and key visuals within center 80% (top/bottom contain UI overlays) - Audio is expected: use music, voiceover, or trending sounds - Captions/subtitles still needed for accessibility **Performance patterns:** - UGC and creator-style content achieves 2-3x higher engagement than polished brand ads - Hook in first 1-2 seconds is critical (thumb-stopping visual or statement) - Reels-first creative outperforms repurposed feed ads by 30-50% in Reels placement - Fastest creative fatigue of any placement: refresh every 7-10 days --- ## 3. TikTok Ads Best Practices ### 3.1 Smart Performance Campaigns (SPC) TikTok's most automated campaign type, similar to Meta's Advantage+ and Google's PMax. **How SPC works:** - Minimal targeting inputs: provide country, budget, optimization goal, and creative - Algorithm handles audience finding, bid optimization, and placement - Best for advertisers with strong conversion data and high creative volume **When to use SPC:** - 50+ conversions per week on TikTok pixel - Proven creative assets (test in standard campaigns first) - Scaling phase when manual targeting has been validated ### 3.2 TikTok Shop Ads Shoppable ads integrated with TikTok's in-app commerce platform. **Ad formats:** - Video Shopping Ads: shoppable product cards overlaid on video content - LIVE Shopping Ads: promote live shopping events to targeted audiences - Product Shopping Ads: catalog-based ads similar to dynamic product ads - Creator affiliate: partner with TikTok creators who earn commission on sales **Best practices:** - In-app checkout reduces friction dramatically compared to external landing pages - Product feed quality matters: clear images, accurate titles, competitive pricing - Creator content driving to TikTok Shop outperforms brand-produced content - Combine organic TikTok Shop presence with paid amplification via Spark Ads ### 3.3 Spark Ads Spark Ads allow brands to boost organic TikTok posts (their own or a creator's) as paid ads while retaining all social proof. **Advantages:** - Higher engagement rates vs standard in-feed ads (social proof effect) - Retains likes, comments, shares, and view counts from organic performance - Creator authorization via unique code (no need for Business Center access) - Combine with landing page link or TikTok Shop product page **Creator partnership framework:** - Brief creators with product samples and 3-5 key talking points (not scripts) - Request 3+ content variations per creator - Test creator content as Spark Ads with small budgets ($20-50/day per creative) - Scale winners to $100-500/day based on CPA performance - Negotiate usage rights for 60-90 days minimum ### 3.4 Creative Best Practices for TikTok **The hook (first 1-3 seconds) is everything:** - Bold opening statement: "Stop scrolling if you..." - Visual pattern interrupt: unexpected visual, fast movement, color contrast - Question that creates curiosity gap - Before/after reveal tease - "POV" or "Things I wish I knew" format **Native feel principles:** - Shot on phone (or made to look like it) - Natural lighting, real environments - Conversational tone, not "advertising voice" - Creator/face-to-camera increases trust - Show product in use within first 3 seconds - Trending sounds boost distribution (check TikTok Creative Center for trends) **Creative refresh cadence:** - New creative every 7-14 days (TikTok creative fatigue is the fastest of any platform) - Maintain 3-5 active creatives per ad group at all times - Kill underperformers within 3-5 days if CPA is 2x+ target - Repurpose winning hooks with new body content for extended life ### 3.5 TikTok Search Ads TikTok Search Ads appear in TikTok search results, capturing high-intent users who are actively searching for products, reviews, and recommendations. **Key details:** - Keyword-targeted ad placements in TikTok search results - Toggle on "Search Ads" within existing in-feed campaigns - High intent signal: users searching on TikTok have purchase intent similar to Google - Creative should answer the search query directly (not just brand awareness content) - Monitor search term reports and add negative keywords for irrelevant queries --- ## 4. LinkedIn Ads Best Practices ### 4.1 Document Ads Native document ads allow users to swipe through PDF-style content directly in the LinkedIn feed. **Best practices:** - 5-10 pages optimal (enough value, not overwhelming) - First page is the hook: bold headline, clear value proposition - Each page should deliver standalone value (users may not swipe through all) - Gate the document behind a Lead Gen Form after 3-5 pages for lead capture - Content types that work: industry reports, how-to guides, benchmark data, frameworks, checklists - Design for mobile: large text (16pt+), simple layouts, high-contrast colors ### 4.2 Thought Leader Ads Promote posts from individual employees' personal LinkedIn profiles as sponsored content. **Why they work:** - 2-3x higher CTR than standard company page sponsored content - Personal posts feel authentic and trustworthy in the LinkedIn feed - Great for executive positioning, culture showcase, and expertise demonstration - Available for single-image, video, and text-only post formats **Implementation:** - Employee must be a verified page admin or their post must be selected in Campaign Manager - Original post remains on the individual's profile (boosts their personal brand too) - Best for C-suite, subject matter experts, and customer-facing team members - Combine with Lead Gen Forms for direct lead capture ### 4.3 B2B Targeting Precision **High-value targeting combinations:** - Job function + seniority level (e.g., Marketing + Director and above) - Company size + industry (e.g., 200-500 employees + SaaS) - Skills + job title (e.g., "Salesforce" skill + "Revenue Operations" title) - Member groups (niche professional communities) **ABM (Account-Based Marketing) approach:** - Upload target account list (CSV with company names and domains) - Create matched audience, then layer job function and seniority - Minimum audience size: 300+ matched members for delivery - Run awareness campaigns (Thought Leader Ads, Document Ads) 2-4 weeks before lead gen ### 4.4 Revenue Attribution for Long B2B Sales Cycles **Challenge:** B2B sales cycles are 3-12 months. Platform attribution windows (90 days max) miss most downstream revenue. **Solutions:** - Pass LinkedIn Click ID (li_fat_id) to CRM via hidden form fields - Match CRM closed-won deals back to LinkedIn campaigns manually or via integration - Use LinkedIn Revenue Attribution Report (connects to CRM data) - Implement MMM (Marketing Mix Modeling) for holistic channel contribution - Track leading indicators: MQL rate, SQL rate, pipeline value generated, not just last-click leads --- ## 5. Programmatic Best Practices ### 5.1 Connected TV (CTV) Advertising CTV is the fastest-growing programmatic channel, reaching cord-cutters on streaming platforms. **Inventory sources:** - Premium streaming: Hulu, Peacock, Paramount+, Max (ad-supported tiers), Tubi, Pluto TV, Roku Channel - YouTube CTV: largest CTV reach via YouTube app on smart TVs - Programmatic via DSPs: The Trade Desk, DV360, Amazon DSP **Creative specifications:** - 15-second and 30-second non-skippable spots - 16:9 horizontal format, 1920x1080 minimum resolution - High production value required (big-screen viewing context) - Audio is critical: CTV is a lean-back, sound-on experience - Include clear branding throughout (not just end card) - Add QR codes for direct response campaigns (scannable on phone while watching TV) **Measurement:** - Brand lift studies (awareness, consideration, purchase intent) - Search lift: measure increase in branded search queries post-CTV exposure - Website visit lift: compare exposed vs control household visit rates - Cross-device retargeting: serve display/social ads to CTV-exposed households ### 5.2 Retail Media Networks (RMN) Retail media is advertising on retailer-owned properties using first-party purchase data. **Major networks (2025-2026):** - Amazon Ads: Sponsored Products, Sponsored Brands, Sponsored Display, Amazon DSP - Walmart Connect: on-site search ads, display, and off-site programmatic - Target Roundel (Roundel by Target): on-site and off-site, strong audience data - Kroger Precision Marketing: grocery-specific purchase data - Instacart Ads: CPG and grocery brands - Best Buy Ads, Home Depot, Ulta Beauty, and more launching or expanding **Why RMNs matter:** - First-party purchase data enables closed-loop attribution (ad exposure to purchase) - Advertising at point of purchase captures high-intent shoppers - Privacy-safe: based on retailer first-party data, not third-party cookies - Critical for CPG, food/beverage, electronics, beauty, and home goods brands ### 5.3 Contextual Targeting (Post-Cookie) With third-party cookie deprecation (Google maintaining cookies but with user controls and Privacy Sandbox), contextual targeting has re-emerged as a privacy-safe alternative. **Modern contextual capabilities:** - AI-powered page content analysis (not just keyword matching) - Sentiment analysis: understand the emotional tone of content surrounding ads - Image and video content recognition: match ads to visual page content - Custom contextual segments: define category combinations relevant to your brand - Predictive contextual: correlate content categories with conversion likelihood **Best practices:** - Layer contextual with first-party data for the strongest results - Use inclusion lists (curated publisher lists) alongside contextual targeting - Test contextual segments against behavioral segments to compare performance - Exclude sensitive content categories (violence, politics, misinformation) - Monitor brand safety with third-party verification (IAS, DoubleVerify) --- ## 6. Cross-Platform Best Practices ### 6.1 Creative Production Pipeline To sustain paid ads across multiple platforms, establish a content production system. **Monthly creative production targets by spend level:** - Under $5K/month: 5-10 new creatives/month (1-2 concepts, multiple formats) - $5K-$25K/month: 15-25 new creatives/month (3-4 concepts, multiple formats) - $25K-$100K/month: 30-50 new creatives/month (5-8 concepts, multiple formats and iterations) - $100K+/month: 50-100+ new creatives/month (dedicated creative team or agency) ### 6.2 Landing Page Alignment Paid ads are only as good as the landing page they drive to. **Landing page essentials:** - Message match: headline on landing page mirrors ad headline - Single CTA (do not distract with navigation or multiple offers) - Load time under 3 seconds on mobile - Above-the-fold: headline, value prop, CTA, hero image/video - Social proof: testimonials, logos, ratings, case study snippets - Mobile-first design: 70%+ of paid social traffic is mobile ### 6.3 Budget Reallocation Signals **Scale up a campaign when:** - CPA is 20%+ below target for 7+ consecutive days - ROAS is 20%+ above target consistently - Impression share is below 70% (search) -- budget is limiting reach - Creative is still performing (CTR stable, frequency below threshold) **Scale down or pause when:** - CPA exceeds target by 30%+ for 5+ consecutive days after learning period - Frequency exceeds 3.0 in prospecting or 8.0 in retargeting - CTR has declined 40%+ from peak (creative fatigue confirmed) - Zero conversions after spending 3x the target CPA amount --- ## 7. Emerging Trends ### 7.1 AI-Generated Creative at Scale - Google and Meta both offer AI-generated ad creative (image generation, text suggestions) - Use AI-generated variants as a starting point, then refine with brand-specific elements - Test AI-generated vs human-created creative head-to-head ### 7.2 First-Party Data Monetization - Brands building owned data assets (email lists, app users, loyalty programs) gain targeting advantages - Customer match audiences on Google, Meta, and TikTok are increasingly important as third-party signals degrade - Data clean rooms enable privacy-safe collaboration between brands and publishers ### 7.3 Incrementality Measurement - Move beyond last-click attribution to understand true ad impact - Conversion lift studies (available on Google and Meta) measure incremental conversions - Geo-holdout tests: run ads in test markets, withhold in control markets, compare - Marketing mix modeling (MMM) for budget allocation across all channels ### 7.4 Cross-Channel Frequency Management - Use DSPs with cross-channel reach to manage how often a user sees your ads across platforms - Over-frequency is the top driver of ad fatigue and brand annoyance - Target 4-8 total exposures per user per week across all platforms combined ### 7.5 Automation and Feed-Based Advertising - Product feed quality is the new competitive advantage (titles, descriptions, images, attributes) - Feed management tools (Feedonomics, DataFeedWatch, Channable) enable multi-platform feed optimization - Automated rules and scripts reduce manual optimization work: implement pause rules, bid adjustments, and alerts --- ## Supporting file: references/campaign-strategy.md # Campaign Strategy Full-funnel campaign architecture, budget allocation, bidding strategy, and scaling guidance. For benchmark data to inform targets, see `./references/benchmarks.md`. --- ## 1. Full-Funnel Architecture | Stage | Objective | Platforms | Audiences | KPI | |-------|------------|-----------|-----------|-----| | Awareness | Reach, Video Views | Meta, TikTok, YouTube, Display | Broad, Lookalike, Interest | CPM, VTR, Reach | | Consideration | Traffic, Engagement | Meta, Google, LinkedIn, TikTok | Engagers, Video viewers | CPC, CTR, Engagement | | Conversion | Leads, Sales | Google Search, Meta, LinkedIn | Retargeting, High-intent | CPA, ROAS, Conv Rate | | Retention | Repeat, LTV | Meta, Email, Google | Past purchasers, CRM | Repeat rate, LTV, ROAS | --- ## 2. Budget Allocation ### By Business Stage | Stage | Conversion | Consideration | Awareness | Retention | |-------|------------|---------------|-----------|-----------| | New brands / no data | 70% | 20% | 10% | - | | Established brands | 50% | 30% | 20% | - | | Scaling phase | 40% | 30% | 30% | - | ### Cross-Platform Split Allocate based on where the target audience lives (from SOSTAC strategy), not evenly. --- ## 3. Bidding Strategy Selection 1. **Start manual/conservative:** Understand baseline CPCs and CPAs before automating 2. **Graduate to automated:** Once 30+ conversions per month, switch to target CPA or target ROAS 3. **Set realistic targets:** Use current CPA/ROAS as starting target. Improve by 10-15% increments, not 50% 4. **Budget-to-bid alignment:** Daily budget should support 5-10x the target CPA to exit learning phase --- ## 4. Attribution ### Google - Data-driven attribution (default) - Last-click as fallback for low-volume ### Meta - 7-day click, 1-day view default - Compare against 1-day click for conservative view - Use Conversion Lift studies for incrementality ### Cross-Platform - UTM parameters on all ad URLs - GA4 as central source of truth - Compare platform-reported vs GA4 attribution - Understand each platform over-reports --- ## 5. Audience Strategy ### Cold Audiences - Broad targeting with strong creative - Lookalikes from best customers - Interest stacking on Meta - Custom intent on Google ### Warm Audiences - Site visitors (segment by pages visited, time on site) - Video viewers, social engagers - Email openers ### Hot Audiences - Cart abandoners - Pricing page visitors - Demo requesters, free trial users - Past purchasers for upsell ### Exclusion Hygiene - Exclude converters from acquisition - Exclude employees - Exclude irrelevant geographies - Suppress unsubscribed contacts --- ## 6. Scaling Strategies ### Vertical Scaling - Increase budget 15-20% every 3-5 days on winning campaigns - Avoid increasing more than 2x in a single change - large jumps reset learning and spike CPA - Monitor CPA drift after each increase ### Horizontal Scaling - Duplicate winning campaigns to new audiences - Test new platforms - Expand to new geographies - Launch new creative angles to same audiences ### Creative Scaling - The number one scaling bottleneck is creative fatigue - Produce 5-10 new creatives per week when scaling aggressively - Rotate creative every 7-14 days on Meta and TikTok --- ## Supporting file: references/competitive-research.md # Competitive Ad Research Use browser automation to gather live competitor ad data before building campaigns. This capability provides market intelligence on competitor messaging, creative approaches, and offer structures. ## Research Sessions Start a named session to share context across research commands: ```bash agent-browser --session ads-research open "https://..." ``` Close the session when done: `agent-browser --session ads-research close` --- ## 1. Meta Ad Library - Competitor Ad Research **Purpose:** Discover competitor active ads, formats, copy themes, and proven performers. ```bash agent-browser --session ads-research open "https://www.facebook.com/ads/library/?active_status=active&ad_type=all&country=ALL&q={competitor-name}&search_type=keyword_unordered" && agent-browser wait --load networkidle && agent-browser wait 4000 agent-browser screenshot ./brands/{brand-slug}/channels/paid-ads/content/competitor-{n}-meta-ads.png agent-browser get text body ``` **Extract:** - Number of active ads - Ad formats in use - Copy themes and angles - Offer types and CTAs - Long-running ads (months) = proven performers - note these specifically --- ## 2. Google Ad Transparency Center **Purpose:** View competitor Google ad activity across search and display. ```bash agent-browser --session ads-research open "https://adstransparency.google.com/?region=anywhere&query={competitor-name}" && agent-browser wait --load networkidle && agent-browser wait 3000 agent-browser get text body ``` **Extract:** - Active ad types (search, display, video) - Copy examples - Landing page URLs --- ## 3. TikTok Creative Center - Trending Ads **Purpose:** Identify top-performing ad formats and creative styles in your category. ```bash agent-browser --session ads-research open "https://ads.tiktok.com/business/creativecenter/inspiration/topads/pc/en" && agent-browser wait --load networkidle && agent-browser wait 3000 agent-browser get text body ``` **Extract:** - Top performing ad formats - Creative styles and hooks - Trending approaches in category --- ## 4. Competitor Landing Page Analysis **Purpose:** Understand competitor conversion strategy and offer presentation. ```bash agent-browser --session ads-research open {competitor-landing-page-url} && agent-browser wait --load networkidle agent-browser get text body agent-browser screenshot ./brands/{brand-slug}/channels/paid-ads/content/competitor-{n}-landing-page.png ``` **Extract:** - Headline and value proposition - Form fields (indicates lead qualification) - CTA placement and copy - Trust signals (testimonials, logos, guarantees) - Offer structure and urgency elements --- ## 5. Competitor Pricing Research **Purpose:** Understand competitive pricing and packaging strategy. ```bash agent-browser --session ads-research open "https://{competitor-domain}/pricing" && agent-browser wait --load networkidle agent-browser get text body ``` **Extract:** - Tier names and positioning - Price points - Annual vs monthly discount - Feature differentiation between tiers --- ## 6. LinkedIn Ad Library (B2B) **Purpose:** Research B2B competitor advertising on LinkedIn. ```bash agent-browser --session ads-research open "https://www.linkedin.com/ad-library/search?q={competitor-name}" && agent-browser wait --load networkidle && agent-browser wait 3000 agent-browser get text body ``` **Extract:** - B2B ad formats in use - Targeting signals inferred from creative - Offer types (content, demo, trial) --- ## Alternative: WebFetch and WebSearch If `agent-browser` is unavailable, use `WebFetch` and `WebSearch` tools for research tasks. While less interactive, they can extract publicly available content from ad libraries and competitor pages. --- ## Research Output Save research findings to: `./brands/{brand-slug}/channels/paid-ads/content/competitor-research-{YYYY-MM-DD}.md` Include: - Competitor name and profile - Active ad inventory summary - Notable creative patterns - Winning ad elements identified - Opportunities for differentiation --- ## Supporting file: references/creative-strategy.md # Ad Creative Strategy Framework for developing high-performing ad creative across platforms. For platform-specific creative best practices, see `./references/best-practices.md`. --- ## 1. Copywriting Formulas | Formula | Structure | Best For | |---------|-----------|----------| | PAS | Pain > Agitate > Solution | Problem-aware audiences | | AIDA | Attention > Interest > Desire > Action | Classic full-funnel | | BAB | Before > After > Bridge | Transformation-focused | | 4U | Useful, Urgent, Unique, Ultra-specific | Headlines | --- ## 2. Headline Optimization - Lead with the benefit, not the feature - Include numbers when possible - Use power words (free, new, proven, instant, secret, limited) - Test question vs statement vs command ### Character Limits | Platform | Field | Limit | |----------|-------|-------| | Google RSA | Headline | 30 chars | | Google RSA | Description | 90 chars | | Meta | Primary text | 125 chars visible | | Meta | Headline | 40 chars | | LinkedIn | Intro text | 150 chars recommended | | LinkedIn | Headline | 70 chars | | TikTok | Ad description | 80 chars | Always verify character counts before submitting. --- ## 3. Video Ad Script Framework ``` 0-3s: HOOK -- Pattern interrupt, bold claim, question, or visual surprise 3-10s: PROBLEM -- Agitate the pain point the audience feels 10-20s: SOLUTION -- Introduce product as the answer 20-25s: PROOF -- Testimonial, result, social proof 25-30s: CTA -- Clear next step with urgency ``` **UGC-style scripts:** Casual tone, face-to-camera, "I found this thing that..." format. Outperforms polished creative 2-3x on Meta and TikTok. --- ## 4. Angle-Based Creative Generation Before writing headlines, identify 3-5 distinct **angles** for the offer. An angle is the specific lens through which you present the product. ### The 5 Core Angle Types | Angle | Targets | Example Hook | |-------|---------|--------------| | Pain | Current problem | "Still copying data between tools manually?" | | Outcome | Desired result | "10x your leads without doubling ad spend" | | Social Proof | Evidence of success | "1,400 teams switched from [Competitor] this year" | | Curiosity | Intrigue without revealing | "The metric most marketers ignore (it predicts churn)" | | Urgency/Stakes | Cost of inaction | "Every day without this is costing you {outcome}" | ### Testing Process 1. Write 1 headline + 1 primary text per angle before any testing 2. Keep offer, CTA, and landing page constant across angles - only vary the angle 3. Test all angles simultaneously in Phase 1 (wide targeting, equal budget split) 4. Identify winning angle by lowest CPA or highest CTR after 100+ conversions 5. Move to Phase 2: iterate within winning angle (hook variations, visuals, copy length, CTA) 6. Move to Phase 3: test winning message across formats (static, carousel, video, UGC) --- ## 5. Creative Testing Methodology ### Phase 1 - Concept Testing - Test 3-5 distinct angles with equal budget - Wide targeting - Winner = lowest CPA or highest CTR ### Phase 2 - Iteration - Take winning angle - Test variations (hooks, visuals, copy length, CTA) ### Phase 3 - Format Testing - Test winning message across formats - Static, carousel, video, UGC ### Statistical Significance - Minimum 100 conversions or 1000 clicks per variant - Run tests for 7+ days to account for day-of-week variation --- ## 6. Dynamic Creative Optimization (DCO) - Provide multiple headlines, images, descriptions, CTAs - Platform tests combinations algorithmically - Use on Meta (Dynamic Creative), Google (Responsive Search/Display Ads) - Best for high-volume campaigns - Review asset-level performance and replace underperformers --- ## 7. Creative Iteration Log Document every creative test. Save as `creative/iteration-log-{platform}-{YYYY-MM-DD}.md`. | Round | Angle | Format | Variant | Metric | Result | Decision | Learning | |-------|-------|--------|---------|--------|--------|----------|----------| | 1 | Pain | Static | Hook A | CTR | 2.1% | Loser | Negative framing underperformed | | 1 | Outcome | Static | Hook B | CTR | 3.8% | Winner | Benefit-led outperforms problem-led | | 2 | Outcome | Video 15s | Hook B remix | CPA | $12.40 | Winner | Video 2x efficiency vs static | **Patterns to watch:** - Which angle types consistently win for this brand/audience? - Which formats win at each funnel stage? - What hooks perform best on which platform? - At what frequency does fatigue begin? --- ## Supporting file: references/deliverable-templates.md # Paid Ads Deliverable Templates > Production-ready templates for campaign briefs, ad copy documents, audience specs, budget plans, benchmarks, and A/B test plans. Use `[PLACEHOLDER]` fields to customize per brand. --- ## 1. Campaign Brief Save as `campaign-brief-{campaign-name}-{YYYY-MM-DD}.md`: ```markdown # Campaign Brief: {Campaign Name} ## Objective (Business goal, SOSTAC alignment, primary KPI, target) ## Platform(s) ## Budget (Total, daily, split by campaign/funnel stage) ## Timeline (Start, end, key dates, phases) ## Target Audience ### Cold / Warm / Hot (Demographics, interests, behaviors, custom audiences, exclusions) ## Campaign Structure (Campaigns > Ad Sets/Groups > Ads breakdown) ## Creative Requirements (Formats, sizes, specs, number of variants needed) ## Ad Copy ### Variant A / B / C (Headline, description, CTA for each) ## Bidding Strategy ## Conversion Tracking (Events, pixel/CAPI setup, attribution window) ## Success Metrics | KPI | Target | Measurement | ## Testing Plan (What to test, methodology, timeline) ``` --- ## 2. Ad Copy Document Save as `ad-copy-{platform}-{campaign}-{YYYY-MM-DD}.md`: ```markdown # Ad Copy: {Platform} -- {Campaign} ## Campaign Context ## Variant 1: {Angle/Hook Name} ### Headlines / Descriptions / CTA ### Target: {Audience segment} {Repeat for 3-5 variants} ## Testing Priority ## Character Count Verification ``` --- ## 3. Audience Targeting Spec Save as `audience-spec-{platform}-{YYYY-MM-DD}.md`: ```markdown # Audience Targeting: {Platform} ## Cold Audiences | Audience Name | Targeting Criteria | Est. Size | Funnel Stage | ## Warm Audiences | Audience Name | Source | Window | Est. Size | ## Hot Audiences | Audience Name | Trigger | Window | Est. Size | ## Exclusions ## Lookalike Strategy | Seed Audience | Size % | Platform | ``` --- ## 4. Budget Allocation Plan Save as `budget-plan-{YYYY-MM}.md`: ```markdown # Paid Ads Budget Plan -- {Month/Quarter} ## Total Budget: ${amount} ## Platform Allocation | Platform | Budget | % | Rationale | ## Funnel Stage Allocation | Stage | Budget | % | Expected Return | ## Campaign-Level Breakdown | Campaign | Platform | Daily | Monthly | KPI Target | ## Scaling Rules ## Reallocation Triggers ``` --- ## 5. Performance Benchmarks Save as `benchmarks-{platform}-{YYYY-MM-DD}.md`: ```markdown # Performance Benchmarks: {Platform} ## Industry: {industry} | Metric | Industry Avg | Our Target | Current | ## By Funnel Stage | Stage | CTR | CPC | CPA | ROAS | ## Optimization Thresholds (When to scale, pause, or iterate) ``` --- ## 6. A/B Testing Plan Save as `ab-test-plan-{test-name}-{YYYY-MM-DD}.md`: ```markdown # A/B Test: {Test Name} ## Hypothesis ## Variable ## Control vs Variant(s) ## Audience and Platform ## Budget and Duration ## Success Metric ## Minimum Sample Size ## Decision Framework ``` --- ## Supporting file: references/deliverables.md # Deliverables & Outputs Production-ready deliverables for paid advertising campaigns. For complete templates, see `./references/deliverable-templates.md`. --- ## Deliverable Types ### 1. Campaign Brief Full strategic brief covering objective, audience, structure, copy, bidding, tracking, and testing plan. **Save as:** `campaign-brief-{campaign-name}-{YYYY-MM-DD}.md` ### 2. Ad Copy Document Platform-specific ad copy with multiple angle/hook variants, character count verification, and testing priority. **Save as:** `ad-copy-{platform}-{campaign}-{YYYY-MM-DD}.md` ### 3. Audience Targeting Spec Cold/warm/hot audience definitions with targeting criteria, estimated sizes, exclusions, and lookalike strategy. **Save as:** `audience-spec-{platform}-{YYYY-MM-DD}.md` ### 4. Budget Allocation Plan Platform and funnel-stage budget splits with scaling rules and reallocation triggers. **Save as:** `budget-plan-{YYYY-MM}.md` ### 5. Performance Benchmarks Industry and funnel-stage benchmarks with optimization thresholds. **Save as:** `benchmarks-{platform}-{YYYY-MM-DD}.md` See also: `./references/benchmarks.md` for cross-platform industry benchmark data. ### 6. A/B Testing Plan Hypothesis, variables, control/variant setup, sample size, and decision framework. **Save as:** `ab-test-plan-{test-name}-{YYYY-MM-DD}.md` --- ## File Organization ### Campaign mode: ``` ./brands/{brand-slug}/campaigns/{type}-{campaign-slug}/channels/paid-ads/content/ campaign-brief-{name}-{YYYY-MM-DD}.md ad-copy-{platform}-{campaign}-{YYYY-MM-DD}.md audience-spec-{platform}-{YYYY-MM-DD}.md budget-plan-{YYYY-MM}.md ``` ### Standalone mode (default for evergreen work): ``` ./brands/{brand-slug}/channels/paid-ads/content/ campaign-brief-{name}-{YYYY-MM-DD}.md ad-copy-{platform}-{campaign}-{YYYY-MM-DD}.md audience-spec-{platform}-{YYYY-MM-DD}.md budget-plan-{YYYY-MM}.md benchmarks-{platform}-{YYYY-MM-DD}.md ab-test-plan-{name}-{YYYY-MM-DD}.md performance/ monthly-report-{YYYY-MM}.md creative/ video-scripts/ ad-copy-archive/ ``` --- ## Output Contract Paid ads deliverables include: - **Platform:** Google, Meta, LinkedIn, TikTok, etc. - **Campaign type:** search, display, video, shopping, etc. - **Audience definition:** targeting parameters - **Ad copy/creative:** headlines, descriptions, CTAs per ad format - **Budget recommendation:** daily/monthly spend with reasoning - **KPIs:** target CPA, ROAS, or CTR benchmarks - **File saved to:** path where the deliverable was written --- ## Response Protocol When the user requests paid ads work: 1. **Read brand context and SOSTAC** when available; otherwise proceed from the codebase, live site, tracking setup, existing creative assets, or user-provided context 2. **Clarify scope:** Which platform? Campaign type? Funnel stage? New campaign or optimization? 3. **Assess current state:** Check the resolved path for prior work 4. **Deliver actionable output:** Specific campaigns, copy, audiences, budgets - never vague advice 5. **Save deliverables:** Write all outputs to the resolved path 6. **Recommend next steps:** What to launch first, what to test, when to optimize --- ## When to Escalate - No conversion tracking set up - recommend implementation before spending - No landing page - recommend building one before driving traffic - Budget under $500/month - recommend focusing on 1 platform only - Heavily regulated industry (pharma, finance, alcohol) - flag platform-specific ad policies - SEO may be more cost-effective - route to SEO specialist for organic opportunities --- ## Supporting file: references/frameworks-index.csv ```csv id,name,description,best_for,ads_domain,file,tags competitive-research,"Competitive Ad Research","Browser-based research workflows for competitor ad intelligence across Meta, Google, TikTok, and LinkedIn ad libraries.","Competitor analysis; ad research; creative intelligence; landing page analysis","Research","competitive-research.md","research,competitive,intelligence,browser" google-ads,"Google Ads Strategy","Platform-specific guidance for Google Search, PMax, Display, YouTube, Shopping, and smart bidding strategies.","Google Ads campaigns; PMax setup; search ads; YouTube ads; shopping campaigns; smart bidding","Google","google-ads.md","google,search,pmax,display,youtube,shopping" meta-ads,"Meta Ads Strategy","Platform-specific guidance for Facebook and Instagram campaigns including Advantage+, audiences, formats, and CAPI.","Meta Ads campaigns; Facebook ads; Instagram ads; Advantage+; CAPI; retargeting","Meta","meta-ads.md","meta,facebook,instagram,advantage+,capi" linkedin-ads,"LinkedIn Ads Strategy","B2B-focused advertising guidance for LinkedIn including campaign types, targeting, and ABM strategies.","LinkedIn Ads; B2B advertising; ABM campaigns; message ads; lead gen forms","LinkedIn","linkedin-ads.md","linkedin,b2b,abm,message-ads" tiktok-ads,"TikTok Ads Strategy","Platform-specific guidance for TikTok campaigns including Spark Ads, TikTok Shop, and creative best practices.","TikTok Ads; Spark Ads; TikTok Shop; creative testing; creator partnerships","TikTok","tiktok-ads.md","tiktok,spark-ads,tiktok-shop,creative" programmatic,"Programmatic & Display Strategy","Guidance for programmatic advertising including DSP selection, CTV, targeting strategies, and brand safety.","Programmatic advertising; DSP selection; CTV ads; display campaigns; brand safety","Programmatic","programmatic.md","programmatic,dsp,ctv,display,targeting" creative-strategy,"Ad Creative Strategy","Framework for developing high-performing ad creative including copywriting formulas, angle testing, and iteration methodology.","Creative development; copywriting; angle testing; video scripts; creative iteration","Creative","creative-strategy.md","creative,copywriting,angles,video,testing" campaign-strategy,"Campaign Strategy","Full-funnel campaign architecture, budget allocation, bidding strategy, attribution, and scaling guidance.","Campaign planning; budget allocation; bidding strategy; scaling; attribution","Strategy","campaign-strategy.md","strategy,funnel,budget,bidding,scaling" deliverables,"Deliverables & Outputs","Production-ready deliverable types, file organization, output contract, and response protocol for paid ads work.","Deliverable creation; file organization; output standards; response protocol","Deliverables","deliverables.md","deliverables,outputs,templates,organization" best-practices,"Paid Advertising Best Practices","Modern and emerging practices across all major paid advertising platforms including algorithm changes and new ad formats.","Platform-specific ad strategy; creative best practices; campaign structure; bidding strategies; ad format selection","Strategy","best-practices.md","strategy,creative,platforms,modern" benchmarks,"Paid Advertising Benchmarks","Industry benchmark data for paid advertising performance metrics across major platforms by industry and funnel stage.","Setting campaign targets; evaluating ad performance; identifying optimization opportunities; industry comparison","Measurement","benchmarks.md","benchmarks,metrics,industry,performance" deliverable-templates,"Paid Ads Deliverable Templates","Production-ready templates for campaign briefs, ad copy documents, audience specs, budget plans, and A/B test plans.","Campaign brief creation; ad copy documentation; audience specification; budget planning; A/B test planning","Deliverables","deliverable-templates.md","templates,briefs,copy,budget" privacy-tracking,"Privacy, Tracking & Attribution","Reference for privacy-compliant tracking setup, server-side tracking, attribution models, and the post-cookie landscape.","Tracking setup; server-side events; attribution modeling; consent mode; privacy compliance; CAPI setup","Tracking","privacy-tracking.md","privacy,tracking,attribution,consent" ``` --- ## Supporting file: references/google-ads.md # Google Ads Strategy Comprehensive guidance for Google Ads campaigns across all major campaign types. For extended best practices on PMax assets, creative diversification, and conversion tracking, see `./references/best-practices.md`. --- ## 1. Search Campaigns ### Keyword Strategy - Build from SOSTAC audience language - Group keywords into tight ad groups by theme and intent - Use phrase match as default, exact match for high-value terms - Broad match only with smart bidding and strong conversion data ### Negative Keywords - Build proactive negative lists (competitors, irrelevant modifiers, free/cheap if premium brand, job-related terms) - Review search terms weekly - Maintain account-level and campaign-level negative lists ### Ad Copy (Responsive Search Ads) - 15 headlines (mix keyword, benefit, CTA, social proof, urgency) - 4 descriptions - Pin sparingly - include primary keyword in H1 and H2 - Target "Good" or "Excellent" ad strength ### Ad Extensions - Sitelinks (4-6 with descriptions) - Callouts (unique selling points) - Structured snippets (product types, services) - Call, location, price, promotion extensions - Use all that apply ### Quality Score - Target 7+ on core keywords - Improve via tighter keyword-ad-landing page relevance - Higher expected CTR (better copy) - Landing page experience (speed, mobile, relevance) --- ## 2. Performance Max (PMax) ### Asset Groups - Organize by product line or audience segment, not lumped together - Provide 20+ images, 5+ videos, 15 headlines, 5 long headlines, 5 descriptions - Business name, logo, final URL ### Audience Signals - Layer custom segments (search terms, competitor URLs) - Your data (customer lists, converters) - Demographics and interests - Signals guide the algorithm, they do not restrict it ### Feed Optimization - Title = brand + product + key attribute + variant - Clean descriptions, GTINs, high-quality images - Supplemental feeds for custom labels and promotions ### Monitoring - Break down by asset group performance - Watch for cannibalization of brand search - Use scripts to pull placement reports - Exclude low-quality placements --- ## 3. Display and Demand Gen ### Display - Managed placements for brand safety - Responsive display ads with 5+ images and 5+ headlines - Layer audience targeting (in-market, custom intent, remarketing) over topic/placement targeting ### Demand Gen - Runs across YouTube, Discover, Gmail - Provide video + image assets - Use lookalike segments based on converters --- ## 4. YouTube Ads ### In-Stream (Skippable) - Hook in first 5 seconds - Brand by second 3 - CTA at 15s and 30s - 15-60 second optimal length ### Bumper (6s) - Single message, brand recall focus - Use for retargeting and frequency building ### Shorts Ads - Vertical 9:16 format, native-feeling creative - Under 60 seconds ### Targeting - Custom intent (search terms) - In-market audiences - Competitor channel placements - Topic targeting, remarketing --- ## 5. Shopping Campaigns ### Feed - Optimize titles (brand + product + attributes) - Descriptions, GTINs, product categories - Images (white background, 800x800+) - Sale prices, availability ### Structure - Segment by product margin, performance tier, or category - Separate brand vs non-brand if using Standard Shopping alongside PMax ### Bidding - tROAS for established products with conversion history - Maximize conversion value for new products gaining data --- ## 6. Smart Bidding | Strategy | Use When | Min Data | |----------|----------|----------| | Target ROAS | Clear revenue values, stable conversion data | 50 conversions/30 days | | Target CPA | Fixed lead/acquisition value | 30 conversions/30 days | | Maximize Conversions | New campaigns, building data | 15+ conversions/30 days | | Maximize Conv. Value | E-commerce, variable order values | 15+ conversions/30 days | | Enhanced CPC | Transitioning from manual | Any volume | **Learning period:** 7-14 days after changes. Do not adjust during learning. Budget changes over 20% trigger re-learning. --- ## Supporting file: references/linkedin-ads.md # LinkedIn Ads Strategy B2B-focused advertising guidance for LinkedIn campaigns. For extended best practices on Document Ads and Thought Leader Ads, see `./references/best-practices.md`. --- ## 1. Campaign Types ### Sponsored Content - Single image, carousel, video, document ads in feed - Primary B2B format ### Message Ads - Direct InMail with high open rates (40-50%) - Use for high-value offers, event invites, demo requests - Frequency cap: 1 message per member per 45 days ### Conversation Ads - Choose-your-own-path messages - Multiple CTAs, good for qualifying leads ### Text Ads - Right rail and top banner - Low cost, low CTR - brand awareness filler ### Lead Gen Forms - Pre-filled from profile data - 2-3x higher conversion than landing pages - Keep to 3-4 fields max --- ## 2. B2B Targeting ### Job Title / Function / Seniority - Target decision-makers directly - Combine function + seniority for precision ### Company Size / Industry / Name - ABM by uploading company lists - Layer company size for SMB vs enterprise campaigns ### Skills / Groups / Interests - Reach niche professionals by skill endorsements or group membership ### Matched Audiences - Website retargeting - Contact list upload - Lookalikes - ABM company lists ### Minimum Audience Size - 50,000+ for sponsored content - 15,000+ for message ads --- ## 3. ABM (Account-Based Marketing) 1. Upload target account lists (CSV) 2. Create matched audience 3. Layer with seniority and function to reach decision-makers at target companies 4. Run awareness before lead gen 5. Coordinate with sales on account prioritization --- ## 4. Revenue Attribution for Long B2B Sales Cycles **Challenge:** B2B sales cycles are 3-12 months. Platform attribution windows (90 days max) miss most downstream revenue. **Solutions:** - Pass LinkedIn Click ID (li_fat_id) to CRM via hidden form fields - Match CRM closed-won deals back to LinkedIn campaigns manually or via integration - Use LinkedIn Revenue Attribution Report - Implement MMM (Marketing Mix Modeling) for holistic channel contribution - Track leading indicators: MQL rate, SQL rate, pipeline value generated --- ## Supporting file: references/meta-ads.md # Meta Ads Strategy Comprehensive guidance for Facebook and Instagram advertising. For extended best practices on Advantage+ campaigns, creative diversification, and CAPI implementation, see `./references/best-practices.md`. --- ## 1. Campaign Structure ### CBO (Campaign Budget Optimization) - Default for 3+ ad sets - Let Meta allocate budget to best performers - Set minimum spend per ad set if needed ### ABO (Ad Set Budget) - Use when testing new audiences at controlled spend - Use for retargeting with fixed daily budgets ### Naming Convention `{brand}_{objective}_{audience}_{placement}_{creative-type}_{date}` - consistent naming enables reporting --- ## 2. Advantage+ Campaigns ### Advantage+ Shopping - Feed-based, provide 150+ catalog items - Minimal audience restrictions - Algorithmic creative and audience optimization - Best for e-commerce with conversion pixel data ### Advantage+ App Campaigns - Mobile app installs with automated creative combinations ### Advantage+ Audience - Expanded targeting using audience suggestions as signals - Replaces detailed targeting expansion --- ## 3. Audience Targeting ### Cold (Prospecting) - Interest stacking - Broad targeting with strong creative - Lookalike audiences (1-3% for quality, 3-5% for scale, 5-10% for broad reach) ### Warm (Consideration) - Website visitors (30/60/90/180 day windows) - Video viewers (25/50/75/95% watched) - Social engagers, email list matches ### Hot (Conversion/Retargeting) - Add-to-cart abandoners (1-7 days) - Checkout initiators - Past purchasers for cross-sell/upsell - High-value customer lookalikes ### Exclusions - Always exclude converters from prospecting - Exclude existing customers from acquisition campaigns unless cross-selling --- ## 4. Ad Formats and Creative ### Single Image - 1080x1080 (feed), 1080x1920 (Stories/Reels) - Primary text under 125 chars for above-fold - Headline under 40 chars ### Carousel - 3-10 cards, tell a story or showcase products - First card must hook, last card = CTA ### Video - 15-30s optimal for feed, 6-15s for Reels - Hook in first 3 seconds - Captions mandatory (85% watch muted) - Square 1:1 for feed, 9:16 for Stories/Reels ### Collection - Hero image/video + product catalog below - Instant Experience landing page - Best for e-commerce ### Reels Ads - Native-feeling, vertical, fast-paced - UGC-style outperforms polished - Trending audio when possible --- ## 5. Conversion API (CAPI) - Set up server-side event tracking alongside the pixel (redundant tracking) - Deduplicate events using event_id - Track: PageView, ViewContent, AddToCart, InitiateCheckout, Purchase, Lead, CompleteRegistration - Match quality score target: 6+ - Use partner integrations (Shopify, WordPress, etc.) for simplified setup - For full server-side tracking setup and consent mode details, see `./references/privacy-tracking.md` --- ## 6. Retargeting Funnels ``` Awareness (Cold) --> Video Views, Engagement | Consideration (Warm) --> ViewContent retarget, Video viewer retarget | Conversion (Hot) --> AddToCart abandoner, Checkout abandoner | Retention --> Past purchaser cross-sell, Loyalty offers ``` **Window compression:** - 180 days awareness - 30 days consideration - 7 days conversion **Frequency caps:** 2-3x/week for retargeting --- ## Supporting file: references/privacy-tracking.md # Privacy, Tracking & Attribution (2025-2026) **Purpose:** Reference for privacy-compliant tracking setup, server-side tracking, attribution models, and the post-cookie landscape. --- ## 1. Third-Party Cookie Deprecation ### Current Status (2025-2026) - **Chrome**: Google has delayed and modified its approach multiple times. As of 2025, Chrome is implementing a user-choice model where users opt in/out of third-party cookies rather than a blanket deprecation. Regardless, the trajectory is clear: third-party cookie reliance is declining. - **Safari**: Third-party cookies blocked since 2020 (ITP). ~20% of web traffic. - **Firefox**: Third-party cookies blocked since 2023 (ETP). ~3-4% of web traffic. - **Impact**: Roughly 40-50% of web users already have third-party cookies blocked or restricted. ### Practical Impact on Paid Ads | Area | Impact | Mitigation | |------|--------|-----------| | Remarketing audiences | Shrinking audience pools (30-40% smaller) | First-party data, customer lists, server-side tracking | | Conversion tracking | Under-reporting (15-30% of conversions missed) | Server-side tracking, enhanced conversions, conversion APIs | | Lookalike audiences | Reduced seed data quality | Larger seed audiences, first-party data enrichment | | Cross-device tracking | Less reliable | Logged-in user data, probabilistic matching | | Attribution | Last-click over-credited, display/social under-credited | Multi-touch attribution, incrementality testing, MMM | --- ## 2. Server-Side Tracking ### Google Tag Manager Server-Side (sGTM) - **What**: A server-side container that processes tags on your server instead of the user's browser - **Benefits**: Bypasses ad blockers (15-30% of users), improves page speed (fewer client-side scripts), better data quality, privacy-compliant (you control data before sending to platforms) - **Setup requirements**: Cloud hosting (Google Cloud Run recommended), domain mapping (e.g., `track.yourdomain.com`), client-side GTM sends to server container, server container routes to Google Ads, GA4, Meta, etc. - **Cost**: $50-200/month for hosting depending on traffic volume - **Data recovery**: Typically recovers 10-20% additional conversion data vs client-side only ### Meta Conversion API (CAPI) - **What**: Server-to-server event tracking, independent of browser - **Implementation options**: - Partner integrations (Shopify, WooCommerce, WordPress plugins) — easiest - Google Tag Manager server-side — moderate complexity, most flexible - Direct API — most control, requires development resources - **Event deduplication**: Critical. Use `event_id` parameter matching between pixel and CAPI events to prevent double-counting. - **Event Match Quality (EMQ)**: Target score of 6.0+. Send hashed email, phone, first name, last name, city, state, zip, country with events. - **Impact**: Recovers 15-30% of conversions lost to browser restrictions and ad blockers ### TikTok Events API - Similar concept to Meta CAPI — server-side event tracking - **Implementation**: Via TikTok partner integrations or direct API - **Recommended events**: ViewContent, AddToCart, InitiateCheckout, CompletePayment, SubmitForm ### Google Enhanced Conversions - **What**: Hashes first-party customer data (email, phone, address) and sends to Google for improved conversion matching - **Two types**: - Enhanced Conversions for Web: Matches website conversions to Google users - Enhanced Conversions for Leads: Matches offline conversions (CRM) to Google ad clicks - **Implementation**: Via GTM tag, Google tag (gtag.js), or Google Ads API - **Impact**: Recovers 5-15% additional conversions --- ## 3. Google Consent Mode v2 ### What It Is A framework that adjusts Google tag behavior based on user consent status. Required for advertisers targeting EEA users to continue using audience features. ### Two New Parameters (Added 2024) | Parameter | What It Controls | Impact If Denied | |-----------|-----------------|-----------------| | `ad_user_data` | Whether user data can be sent to Google for ad purposes | No remarketing, no customer match | | `ad_personalization` | Whether personalized ads can be shown | No remarketing ads, no dynamic ads | | `analytics_storage` | GA4 cookie setting | Modeled data instead of observed | | `ad_storage` | Google Ads cookie setting | Modeled conversions instead of observed | ### Implementation 1. Choose a Google-certified Consent Management Platform (CMP): Cookiebot, OneTrust, Usercentrics, Iubenda 2. Install CMP on website 3. Configure GTM tags to respect consent signals 4. Set default consent state (denied for EEA visitors, granted for others — depends on legal advice) 5. Enable Consent Mode in GTM container settings 6. **Advanced mode** (recommended): Tags fire in restricted mode when consent denied — Google still models conversions using aggregate data. Basic mode blocks tags entirely. ### Modeled Data When users deny consent, Google uses machine learning to model the conversions and behavior that would have occurred. Typically 60-80% accuracy compared to observed data. Accept that some measurement uncertainty is permanent in the privacy era. --- ## 4. iOS App Tracking Transparency (ATT) ### Impact (Since iOS 14.5, 2021) - ~75-80% of iOS users opt out of tracking - iOS represents ~27% of global mobile, ~55% in US - Meta Ads most impacted: estimated 15-30% revenue impact for advertisers ### Current Workarounds | Solution | What It Does | Effectiveness | |----------|-------------|---------------| | Meta CAPI | Server-side tracking bypasses some ATT limitations | Recovers 15-30% of conversions | | Aggregated Event Measurement (AEM) | Meta's privacy-safe conversion tracking | Limited to 8 events per domain | | SKAdNetwork (SKAN) | Apple's privacy-safe attribution for app installs | Limited, delayed, aggregated data | | Broad targeting | Let Meta's algorithm find users without relying on pixel data | Often outperforms narrow targeting post-ATT | | Creative testing | Better creative compensates for targeting loss | Most effective long-term strategy | | First-party data | Customer lists, email-based audiences | Not impacted by ATT | --- ## 5. Attribution Models ### Model Comparison | Model | How It Works | Best For | Limitation | |-------|-------------|---------|-----------| | Last-click | 100% credit to final touchpoint | Direct response, bottom-funnel optimization | Ignores awareness and consideration | | First-click | 100% credit to first touchpoint | Understanding acquisition sources | Ignores nurturing and conversion | | Linear | Equal credit to all touchpoints | Simple multi-touch understanding | Treats all touches equally | | Time-decay | More credit to recent touchpoints | Long consideration cycles (B2B) | Undervalues awareness | | Position-based (U-shaped) | 40% first, 40% last, 20% middle | Balanced view of acquisition + conversion | Arbitrary weight distribution | | Data-driven (Google) | ML-based credit assignment | Large accounts (300+ conv/month) | Black box, Google-ecosystem only | | W-shaped | 30% first, 30% lead creation, 30% last, 10% middle | B2B with clear lead stages | Complex to implement | ### Incrementality Testing The gold standard for understanding true causal impact of marketing spend. **Methods:** - **Geographic holdout**: Run ads in some regions, not others. Compare performance. - **Ghost ads / PSA test**: Show a public service ad instead of your ad to a control group. Compare conversion rates. - **Conversion lift studies**: Platform-native (Meta, Google offer these). Randomized control trial within the platform. - **Budget on/off testing**: Turn a channel off for 2-4 weeks, measure impact on overall conversions. **When to use**: Annually for major channels, or when considering significant budget changes. ### Marketing Mix Modeling (MMM) - **What**: Statistical analysis of how each marketing channel contributes to business outcomes - **Data needed**: 2+ years of weekly spend and results data by channel, plus external factors (seasonality, promotions, competitor activity) - **Tools**: Google Meridian (open-source), Meta Robyn (open-source), custom R/Python models, agency-built models - **Best for**: Budget allocation decisions across channels, understanding offline media impact - **Limitation**: Requires significant data, statistical expertise, and doesn't help with real-time optimization --- ## 6. First-Party Data Strategies ### Building First-Party Audiences | Data Source | How to Collect | Use in Paid Ads | |------------|---------------|----------------| | Email list | Opt-in forms, lead magnets, purchase | Customer match audiences, seed for lookalikes | | Purchase data | Ecommerce transactions, CRM | High-value customer segments, RFM-based audiences | | Website behavior | GA4 events, scroll depth, content engagement | Custom audiences based on engagement signals | | App data | In-app events, feature usage | App-based custom audiences | | Survey/quiz data | Interactive content, preference centers | Zero-party data for segmentation | | CRM data | Lead scoring, deal stage, customer attributes | Offline conversion import, lead-value optimization | ### Customer Data Platform (CDP) - **What**: Unified customer database that connects data from all sources (website, email, CRM, support, product) - **When needed**: When you have 3+ data sources, 10,000+ customers, and attribution is a priority - **Options**: Segment (developer-friendly), mParticle, Tealium, Rudderstack (open-source), Bloomreach - **Budget alternative**: GA4 + BigQuery export + CRM integration covers basic needs --- ## 7. Privacy Sandbox APIs (Chrome) ### Topics API - **Replaces**: Third-party cookie-based interest targeting - **How it works**: Browser assigns users to interest categories (topics) based on browsing history. Advertisers target topics, not individual users. - **Status**: Available in Chrome, adoption by ad platforms is gradual - **Impact**: Broader targeting than cookies, less precise. Think "category targeting" rather than "individual targeting." ### Attribution Reporting API - **Replaces**: Third-party cookie-based conversion tracking - **How it works**: Browser-mediated conversion attribution with privacy-preserving noise added to reports - **Two report types**: Event-level (limited data, delayed) and summary (aggregated, more timely) - **Impact**: Workable but less precise than current cookie-based attribution ### Protected Audience API (formerly FLEDGE) - **Replaces**: Third-party cookie-based remarketing - **How it works**: On-device auction for remarketing ads. User's interest groups stay on their device. - **Status**: Available in Chrome, limited adoption - **Impact**: Remarketing remains possible but with less control and transparency --- ## 8. Tracking Setup Checklist ### Essential (Day 1) - [ ] GA4 with key events configured (form submissions, purchases, signups) - [ ] Google Ads conversion tracking with enhanced conversions - [ ] Meta Pixel with standard events + CAPI - [ ] UTM parameters on all campaign links - [ ] Consent banner (required for GDPR/CCPA compliance) ### Recommended (Month 1) - [ ] Google Tag Manager (client-side) for tag management - [ ] TikTok Pixel + Events API (if running TikTok Ads) - [ ] LinkedIn Insight Tag (if running LinkedIn Ads) - [ ] Consent Mode v2 (if targeting EU) - [ ] Cross-domain tracking (if multiple domains in conversion path) ### Advanced (Quarter 1-2) - [ ] Google Tag Manager server-side container - [ ] Customer Data Platform or GA4 + BigQuery - [ ] Offline conversion import (CRM → Google Ads, Meta) - [ ] Marketing mix modeling or incrementality testing program - [ ] Data clean room setup (for advanced audience collaboration) --- ## Supporting file: references/programmatic.md # Programmatic & Display Strategy Guidance for programmatic advertising, DSP selection, CTV, and brand safety. For extended best practices on contextual targeting and Retail Media Networks, see `./references/best-practices.md`. --- ## 1. DSP Selection | DSP | Best For | |-----|----------| | Google DV360 | Full ecosystem integration, YouTube access | | The Trade Desk | Independence, CTV, advanced targeting | | Amazon DSP | E-commerce, Amazon shopper data | | Meta (Audience Network) | Social extension | --- ## 2. Targeting Strategies ### Contextual - Page content relevance - Privacy-safe, increasing importance post-cookie ### Behavioral - Past browsing, purchase intent signals ### First-Party Data - CRM lists, website visitors, app users - Most valuable post-cookie ### Geo-Targeting - DMA, zip code, radius targeting for local campaigns --- ## 3. Connected TV (CTV) ### Creative - Non-skippable 15s or 30s spots - Streaming inventory (Hulu, Peacock, Roku, Tubi, Pluto TV) - Household-level targeting ### Measurement - Brand lift studies - Website visit lift - Complement with retargeting on mobile and desktop ### Creative Specifications - 16:9 horizontal format, 1920x1080 minimum - High production value required (big-screen context) - Audio is critical: CTV is sound-on experience - Include clear branding throughout - Add QR codes for direct response campaigns --- ## 4. Brand Safety ### Verification - Pre-bid brand safety verification (IAS, DoubleVerify, MOAT) - Inclusion lists over exclusion lists - Avoid made-for-advertising (MFA) sites ### Monitoring - Monitor placement reports weekly - Set viewability thresholds (50%+ in-view for display, 100% in-view for video) --- ## 5. Retail Media Networks (RMN) ### Major Networks (2025-2026) - Amazon Ads: Sponsored Products, Brands, Display, DSP - Walmart Connect: on-site search, display, off-site programmatic - Target Roundel: on-site and off-site - Kroger Precision Marketing: grocery-specific purchase data - Instacart Ads: CPG and grocery brands ### Why RMN Matters - First-party purchase data enables closed-loop attribution - Advertising at point of purchase captures high-intent shoppers - Privacy-safe: based on retailer first-party data --- ## Supporting file: references/shared-patterns.md # Shared Skill Patterns These patterns are referenced by all marketing specialist skills. Read them as part of your operating instructions. ## Starting Context Router Choose the starting mode before doing the work. Brand workspace context is preferred, but do not block progress if the user provides a real codebase or live URL. ### Context A — Blank Page / Strategy Work Use when the user needs strategy, planning, or a fresh roadmap. Read brand and SOSTAC context first when available, then align recommendations to audience, objections, and business goals. ### Context B — Existing Local Codebase / Implementation Work Use when the user wants changes made or specified in an existing repository, site, product, or app. Before proposing changes, deeply research the codebase: inspect the stack, architecture, relevant files, dependencies, and existing patterns. Match existing conventions before changing anything. ### Context C — Live Website URL Audit Use when the user provides a public URL for review. Audit the live experience first. If brand files are missing, use the live page and visible structure as the working source of truth. ## Pre-Flight: Read Strategic Context Before any specialist work, read these files in order when available: 1. `./brands/{brand-slug}/brand-context.md` — brand identity, audience, USP 2. `./brands/{brand-slug}/product-marketing-context.md` — deep positioning, customer language, objections 3. `./brands/{brand-slug}/sostac/03-strategy.md` — target segments, positioning 4. `./brands/{brand-slug}/sostac/04-tactics.md` — channel plan, priorities If brand files are missing but a codebase or live URL is available, continue with that as the working source of truth rather than blocking progress. ## agent-browser Setup Before running browser-based research, check if `agent-browser` is available (`agent-browser --version`). If the command is not found, install it: ```bash # Install the agent-browser skill (recommended) npx skills add https://github.com/vercel-labs/agent-browser --skill agent-browser # Or install the CLI directly npm install -g agent-browser && npx playwright install chromium ``` If installation fails, use `WebFetch` and `WebSearch` tools as alternatives for all research tasks. --- ## Supporting file: references/tiktok-ads.md # TikTok Ads Strategy Guidance for TikTok advertising including Spark Ads and TikTok Shop. For extended best practices on creative and Smart Performance Campaigns, see `./references/best-practices.md`. --- ## 1. Campaign Setup ### Objectives - Awareness: reach, video views - Consideration: traffic, app installs, video views - Conversion: website conversions, catalog sales, lead gen ### Spark Ads - Boost organic posts from your account or creator accounts - Higher engagement than standard ads - Retains social proof (likes, comments, shares) ### Targeting - Interest and behavior categories - Custom audiences (pixel, app, engagement) - Lookalikes, hashtag interaction targeting --- ## 2. Creative Best Practices ### Format Requirements - Vertical 9:16 only - 15-30 seconds optimal - Native-feeling content outperforms polished ads ### Hook Strategy - Hook in first 1-2 seconds - Text overlays for key messages - Show the product in use within first 3 seconds - CTA in final 3 seconds ### Creative Refresh - Every 7-14 days - creative fatigue hits fast on TikTok - Rotate 3-5 creatives per ad group minimum --- ## 3. TikTok Shop ### Ad Formats - Video Shopping Ads: shoppable product cards overlaid on video - LIVE Shopping Ads: promote live shopping events - Product Shopping Ads: catalog-based similar to dynamic product ads - Creator affiliate: partner with creators who earn commission ### Best Practices - In-app checkout reduces friction dramatically - Product feed quality matters: clear images, accurate titles, competitive pricing - Creator content driving to TikTok Shop outperforms brand-produced content - Combine organic TikTok Shop presence with paid amplification via Spark Ads --- ## 4. TikTok Search Ads - Keyword-targeted placements in TikTok search results - Toggle on "Search Ads" within existing in-feed campaigns - High intent signal: users searching on TikTok have purchase intent - Creative should answer the search query directly - Monitor search term reports and add negative keywords --- ## 5. Creator Partnership Framework 1. Brief creators with product samples and 3-5 key talking points (not scripts) 2. Request 3+ content variations per creator 3. Test creator content as Spark Ads with small budgets ($20-50/day per creative) 4. Scale winners to $100-500/day based on CPA performance 5. Negotiate usage rights for 60-90 days minimum