Paid Advertising

Paid Advertising

Paid media strategy and optimization across platforms for profitable customer acquisition.

Language & Quality Standards

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.

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When to Use This Skill

Apply paid advertising expertise when:

• Planning paid campaign strategy
• Optimizing ad performance and ROAS
• Managing budgets across platforms
• Setting up tracking and attribution
• Creating ad copy and creative briefs
• Troubleshooting underperforming campaigns

Core Concepts

Campaign Objectives by Goal

| 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 |

Funnel-Based Targeting Strategy

TOFU (Awareness) - Cold Audiences

• Broad interest targeting
• Lookalike audiences (1-3%)
• Video viewers (3s+)
• Content: Educational, entertaining
• Bid: CPM or ThruPlay

MOFU (Consideration) - Warm Audiences

• Website visitors (7-30 days)
• Email list matches
• Engaged social audiences
• Content: Case studies, comparisons
• Bid: Landing page views

BOFU (Decision) - Hot Audiences

• High-intent visitors (pricing, demo pages)
• Cart abandoners (1-7 days)
• Trial users, demo requesters
• Content: Offers, urgency, testimonials
• Bid: Conversions, ROAS

Platform-Specific Guidelines

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 |

Key Metrics & Benchmarks

| 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 |

Budget Allocation Framework

70-20-10 Rule for Mature Programs:

• 70% to proven, profitable campaigns
• 20% to optimization tests
• 10% to new channel/audience experiments

Startup/Testing Phase:

• Equal split across channels until data
• Minimum viable spend per test ($500-1000)
• 2 weeks minimum per test

Best Practices

Campaign Setup Excellence

1. Pixel/Tracking First: Never launch without proper tracking
2. Exclusion Lists: Exclude converters, competitors, irrelevant audiences
3. Naming Conventions: Consistent, searchable campaign names
4. UTM Discipline: Track all campaigns in analytics

Creative Excellence

1. Hook in 3 Seconds: Capture attention immediately
2. Mobile-First: Design for mobile, adapt to desktop
3. Test Variations: 3-5 creatives per ad set minimum
4. Refresh Regularly: Combat creative fatigue

Optimization Excellence

1. Let Data Accumulate: 50+ conversions before major changes
2. One Variable at a Time: Isolate what's working
3. Weekly Review Cadence: Regular but not daily changes
4. Segment Performance: Break down by audience, placement

Agent Integration

| 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-Patterns to Avoid

| 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 |

Platform-Specific Resources

• references/meta-ads.md - Facebook/Instagram advertising
• references/google-ads.md - Search and display
• references/linkedin-ads.md - B2B advertising
• references/tiktok-ads.md - TikTok advertising

Related Commands

• /content/ads - Create ad copy for platforms
• /analytics/roi - Calculate campaign ROI
• /campaign/plan - Full campaign planning

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: aitytech
• Source: aitytech/agentkits-marketing
• License: MIT

Install and usage instructions live in the source repository linked above.