paid-advertising
Paid media strategy and optimization across platforms. Use when planning paid campaigns, optimizing ad performance, managing budgets, or setting up tracking for paid channels.
Full skill instructions
Paid media strategy and optimization across platforms for profitable customer acquisition.
CRITICAL: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.
Standards: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.
Apply paid advertising expertise when:
| Objective | Use When | Primary KPI | Platform Features |
|---|---|---|---|
| Awareness | Building brand | CPM, Reach | Brand awareness, video views |
| Traffic | Driving site visits | CPC, CTR | Traffic campaigns |
| Engagement | Growing social | CPE, engagement rate | Engagement campaigns |
| Leads | Generating contacts | CPL, lead quality | Lead forms, conversions |
| Conversions | Driving sales | ROAS, CPA | Purchase, signup events |
| App Installs | Mobile acquisition | CPI, install rate | App campaigns |
TOFU (Awareness) - Cold Audiences
MOFU (Consideration) - Warm Audiences
BOFU (Decision) - Hot Audiences
Google Ads
| Campaign Type | Best For | Key Settings |
|---|---|---|
| Search | High intent, BOFU | Exact match, SKAG |
| Display | Awareness, retargeting | Placement exclusions |
| Shopping | E-commerce | Feed optimization |
| Performance Max | Full-funnel automation | Asset variety |
| YouTube | Awareness, TOFU | Audience targeting |
Meta Ads (Facebook/Instagram)
| Campaign Type | Best For | Key Settings |
|---|---|---|
| Traffic | Website visits | Landing page optimization |
| Conversions | Sales, signups | Pixel setup, CAPI |
| Leads | B2B, services | Lead form optimization |
| Catalog Sales | E-commerce | Dynamic product ads |
| Advantage+ | Automation | Broad targeting |
LinkedIn Ads
| Campaign Type | Best For | Key Settings |
|---|---|---|
| Sponsored Content | Awareness, leads | Job title targeting |
| Message Ads | Direct response | Personalization |
| Lead Gen Forms | B2B leads | Pre-filled forms |
| Document Ads | Thought leadership | Gated content |
| Metric | Formula | Good Range | Action If Below |
|---|---|---|---|
| CTR | Clicks / Impressions | 1-3% | Improve creative/targeting |
| CPC | Spend / Clicks | <$1-5 (varies) | Improve quality score |
| CPL | Spend / Leads | <$20-100 | Optimize landing page |
| CPA | Spend / Conversions | < 1/3 LTV | Full funnel review |
| ROAS | Revenue / Ad Spend | 3:1+ | Improve AOV or CVR |
| CVR | Conversions / Clicks | 2-5% | Landing page optimization |
70-20-10 Rule for Mature Programs:
Startup/Testing Phase:
| Agent | How They Use This Skill |
|---|---|
attraction-specialist | Paid campaign strategy and setup |
copywriter | Ad copy creation |
researcher | Competitor ad analysis |
planner | Budget allocation planning |
| Anti-Pattern | Why It's Wrong | Do This Instead |
|---|---|---|
| Launching without tracking | Can't measure success | Pixel first, always |
| Too broad targeting | Wasted spend | Start narrow, expand |
| One creative only | No learning, fatigue | Test 3-5 variations |
| Daily bid changes | Disrupts algorithm | Weekly optimization |
| Ignoring landing page | Blames ads for LP issues | Optimize full funnel |
references/meta-ads.md - Facebook/Instagram advertisingreferences/google-ads.md - Search and displayreferences/linkedin-ads.md - B2B advertisingreferences/tiktok-ads.md - TikTok advertising/content/ads - Create ad copy for platforms/analytics/roi - Calculate campaign ROI/campaign/plan - Full campaign planning
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