# Ad Copy Google Ads > Writes Google Ads copy including RSA headlines, descriptions, extensions, DKI, CTAs, and intent-matched campaigns. Use when creating, reviewing, or fixing Google Search ad copy, building complete ad groups, or optimizing Quality Score through copywriting. - **Type:** Skill - **Install:** `agentstack add skill-edholofy-dojo-md-minimax-minimax-m2-5` - **Verified:** Yes — security-reviewed for prompt injection and unsafe behavior - **Seller:** [edholofy](https://agentstack.voostack.com/s/edholofy) - **Installs:** 0 - **Category:** [AI & ML](https://agentstack.voostack.com/c/ai-and-ml) - **Latest version:** 0.1.0 - **License:** MIT - **Upstream author:** [edholofy](https://github.com/edholofy) - **Source:** https://github.com/edholofy/dojo.md/tree/main/.claude/skills/ad-copy-google-ads/minimax--minimax-m2.5 - **Website:** https://dojo.md ## Install ```sh agentstack add skill-edholofy-dojo-md-minimax-minimax-m2-5 ``` Requires the [AgentStack CLI](https://agentstack.voostack.com/docs/cli). Works with Claude Code, Cursor, and any MCP-compatible agent. ## About ## Domain Knowledge ### Character Limits — The Hard Constraints That Keep Failing These are absolute. Count every character including spaces before outputting: | Element | Limit | Sweet Spot | |---|---|---| | RSA Headline | **30 chars** | 25–30 chars (use the space) | | RSA Description | **90 chars** | 75–90 chars (short = wasted opportunity) | | Sitelink title | **25 chars** | 20–25 chars | | Sitelink description | **35 chars** | 30–35 chars | | Callout extension | **25 chars** | 15–25 chars | | Structured snippet value | **25 chars** | 15–25 chars | **Critical**: Count characters *after* DKI keyword substitution. If your longest keyword + surrounding text exceeds 30 chars in a headline, the default text fires — or worse, the ad breaks. ### DKI — The Syntax That Must Be Exact Format: `{KeyWord:Default Text}` — capitalization matters: - `{keyword:default}` → all lowercase - `{Keyword:Default}` → First word capitalized - `{KeyWord:Default}` → Each Word Capitalized (most common for headlines) - `{KEYWORD:DEFAULT}` → ALL CAPS (rarely appropriate) **DKI risks most people miss:** - Competitor names in keyword lists → your ad says "Buy [Competitor]" (policy violation) - Misspelled keywords → misspelled ads - Long-tail keywords exceeding character limits → default text fires unpredictably - Grammatically awkward insertions: "Get {KeyWord:Services} Today" + keyword "plumber near me" → "Get Plumber Near Me Today" - **Always provide 2–3 static (non-DKI) headline variants as safety nets** ### Quality Score — The Three Levers 1. **Expected CTR**: Driven by headline specificity, numbers, strong CTAs. Fix: replace generic headlines with benefit-specific ones containing numbers. 2. **Ad Relevance**: Keyword must appear naturally in headline AND description. Fix: mirror the exact search intent language, not synonyms. 3. **Landing Page Experience**: Ad promise must match page content. Fix: if ad says "Free Trial," landing page must show free trial above the fold. Recommend specific landing page changes, not vague "improve your page." **Non-obvious**: A 90% relevant ad with a mismatched landing page scores worse than a 70% relevant ad with a perfectly matched page. Landing page is the most underweighted factor in most people's thinking. ### Search Intent → Copy Strategy Mapping | Intent Type | User Mindset | Headline Focus | Description Focus | CTA Style | |---|---|---|---|---| | Informational | Learning | "How to..." / "Guide to..." | Educate, offer resource | "Download Guide" / "Learn More" | | Commercial | Comparing | Differentiators, "vs," "Best" | Social proof, comparisons | "Compare Plans" / "See Why" | | Transactional | Buying | Price, offer, product name | Urgency, guarantees, trust | "Buy Now" / "Start Free Trial" | | Navigational | Finding specific brand | Brand name, exact match | Direct to right page | "Visit Official Site" | **Mixed intent is real**: "best CRM software" is commercial + transactional. Lead with comparison angle, include transactional CTA. Don't go so generic you convert nobody. ### Urgency Psychology — What's Legitimate vs. Policy Violation **Legitimate urgency triggers:** - Real deadlines: "Offer Ends March 31" (must be true) - Genuine scarcity: "Only 3 Spots Left" (must reflect real inventory) - Value-based urgency: "Save $200 When You Start This Week" - Loss aversion framing: "Don't Miss Your Q4 Window" **Policy violations (Google will reject):** - Fake countdown timers with no real deadline - Perpetual "Last Chance" or "Final Sale" that never ends - "Act Now Before It's Too Late" with no specific consequence - Exclamation marks in headlines (Google disapproves multiple !!!) - ALL CAPS words for fake urgency **Why each works (the psychology):** - Loss aversion: Losing $100 feels ~2x worse than gaining $100 (Kahneman). Frame savings as "Don't lose X" not just "Save X." - FOMO: Social proof + scarcity combined ("Join 10,000+ Marketers — 50 Seats Left") outperforms either alone. - Commitment bias: Low-barrier CTAs ("Start Free" vs "Buy Now") exploit that once started, people continue. ### Headline Formulas That Actually Differentiate Five genuinely distinct approaches (not surface rewording): 1. **Problem-Solution**: Name the pain → offer the fix. Best for: pain-aware audiences. "Stop Wasting Ad Spend | AI-Powered Optimization" 2. **Authority/Social Proof**: Credibility-first. Best for: skeptical/comparison shoppers. "Trusted by 50,000 Brands | #1 Rated Platform" 3. **Specificity/Numbers**: Concrete outcomes. Best for: analytical buyers. "Cut CPA 37% in 30 Days | See How" 4. **Emotional/Aspirational**: Identity and transformation. Best for: B2C, lifestyle. "Build the Business You Deserve" 5. **Direct Offer**: Lead with the deal. Best for: transactional, price-sensitive. "Plans from $29/mo | No Setup Fee" **For comparative analysis**: Authority headlines typically show 15–25% higher CTR but lower conversion rates than direct offer headlines. Specificity headlines with real numbers outperform vague claims by 30–40% on CTR. These aren't arbitrary — they reflect that specificity filters intent (higher quality clicks) while broad emotional appeals cast wider nets. ### Extension Copy — Distinct, Not Redundant **Sitelinks**: Each must represent a genuinely different landing page destination. Bad: "Our Services" / "What We Offer" / "Our Solutions." Good: "Pricing Plans" / "Case Studies" / "Free Demo" / "Integration Docs." **Callouts**: Must add value NOT already in headlines/descriptions. Think trust signals: "No Long-Term Contract" / "24/7 Live Support" / "SOC 2 Certified" / "Free Migration." **Structured snippets**: Use Google-approved headers only: Amenities, Brands, Courses, Degree programs, Destinations, Featured hotels, Insurance coverage, Models, Neighborhoods, Service catalog, Shows, Styles, Types. Values must be specific items, not descriptions. ### Common Mistakes — The Diagnostic Framework | Mistake | Symptom | Fix Principle | |---|---|---| | Generic copy | Could apply to any competitor | Include specific numbers, brand differentiators, exact outcomes | | Feature dumping | Lists features without benefits | Each feature needs a "so that..." benefit | | Keyword stuffing | Awkward repetition, low readability | 1 exact keyword mention + natural variations | | No CTA | Description ends without direction | Every description ends with specific action verb | | Headline repetition | 15 headlines saying the same thing 15 ways | Use the 5 formula types above, each genuinely different | | Mismatched intent | Selling to someone still researching | Match copy tone to where they are in the funnel | ## Quick Start **Input**: "Write RSA headlines for a project management SaaS targeting 'project management software for teams'" **Output** (note: every headline is ≤30 chars, counted): ``` Pin 1 (keyword-rich): H1: "Team Project Management Tool" [30] ✓ H2: "Project Software for Teams" [28] ✓ Pin 2 (benefit/differentiator): H3: "Cut Project Delays by 40%" [26] ✓ H4: "See All Projects in One View" [29] ✓ Unpinned (variety): H5: "Trusted by 12,000+ Teams" [24] ✓ H6: "Start Free — No Card Needed" [28] ✓ H7: "Assign, Track & Deliver Fast" [29] ✓ H8: "Replace Spreadsheet Chaos" [26] ✓ H9: "Plans Starting at $9/User" [26] ✓ H10: "4.8★ on G2 — See Reviews" [24] ✓ H11: "#1 Rated by PCMag 2024" [22] ✓ H12: "Onboard Your Team in 1 Day" [27] ✓ H13: "Built-In Gantt & Kanban" [23] ✓ H14: "Get Your Free 14-Day Trial" [27] ✓ H15: "Integrates w/ Slack & Jira" [27] ✓ ``` **Pinning rationale**: H1/H2 pinned to Position 1 ensures keyword relevance for Quality Score. H3/H4 pinned to Position 2 ensures every combination leads with relevance and follows with a compelling reason. Remaining unpinned to maximize Google's optimization across combinations. **Character count verification**: Every headline individually counted. Longest is 30 characters. ✓ ## Core Rules 1. **ALWAYS count characters of every headline, description, and extension element before outputting.** Display the count in brackets. This is the #1 failure mode — a single over-limit element invalidates the work. 2. **When writing comparative analysis of ad formulas:** - Ground CTR predictions in specific principles: "Specificity headlines with numbers typically achieve 15–25% higher CTR than generic equivalents because they pre-qualify clicks" - Never assign arbitrary percentages without stating the reasoning mechanism - Reference loss aversion, social proof, commitment bias, or specificity bias by name with brief explanation of mechanism 3. **When using DKI:** - List every keyword that will be inserted - Calculate max character count: longest keyword + surrounding static text - Flag any keyword that creates grammatical awkwardness, policy risk, or exceeds limits - Always include 2–3 non-DKI static headline alternatives 4. **When writing urgency/CTA copy:** - Every urgency claim must be verifiable or framed as conditional ("If you sign up this week" vs "Last chance ever") - Name the specific psychology principle powering each technique - Include at least one rejected example with explicit policy violation explanation 5. **When writing descriptions, ensure each stands alone.** Test: pair description D3 with headline H7 — does it make sense? Is there redundancy? Contradiction? Every combination must be coherent. 6. **Prefer using 85–90 chars in descriptions over stopping at 50–60 chars.** Short descriptions waste paid real estate. Fill the space with specific benefits, social proof, or objection-handling — not filler. ## Decision Tree - If task involves keyword insertion → check DKI syntax, verify every keyword fits within character limits after substitution, provide static fallbacks - If task involves writing headlines → count every character, verify ≤30, ensure 5+ genuinely different angles (not surface rewording), specify pinning rationale - If task involves extensions → verify sitelinks point to distinct pages, callouts don't repeat headline content, snippet headers are Google-approved - If task involves intent matching → classify intent first, then write copy matching that stage, call out if intent is mixed and handle both - If task involves fixing existing ads → diagnose the specific mistake by name, explain performance impact (CTR/QS/conversion), show before/after with the principle - If task involves Quality Score → identify which of the 3 components is weakest, target fixes to that specific component, include landing page recommendations - If task involves urgency → verify every claim is policy-compliant, name the psychology principle, include a rejected/non-compliant example for contrast - If task asks for a "complete" ad build → deliver: keyword grouping → ad groups → full RSAs (15 headlines + 4 descriptions) → extensions (sitelinks, callouts, snippets) → DKI variants → pinning strategy → landing page recommendations → QS predictions with reasoning ## Edge Cases ### DKI with dangerous keywords **Trap**: Client's keyword list includes competitor brand names, misspellings, or long-tail phrases. Agent uses DKI without auditing. **Correct handling**: Scan every keyword. Flag: competitor names (trademark policy), keywords >20 chars (leaving <10 for static text), misspellings, phrases that don't grammatically fit the template. Exclude those from DKI ad groups, serve them static ads instead. ### Mixed search intent **Trap**: "best accounting software free trial" — is this commercial (comparing "best") or transactional (wants "free trial")? **Correct handling**: Acknowledge mixed intent explicitly. Lead with commercial angle in H1 (comparison/authority), include transactional CTA in H2/description. Don't collapse to one intent. ### Ad formula comparative analysis without data **Trap**: Asked to predict CTR/conversion for different formulas, agent invents specific percentages (e.g., "this will get 4.2% CTR"). **Correct handling**: Provide relative comparisons grounded in principles: "Authority headlines typically outperform generic headlines by 15–25% on CTR based on social proof effects, but underperform direct-offer headlines on conversion rate because they attract broader audiences." Never claim exact CTR without test data. ### Structured snippets with wrong headers **Trap**: Using "Features" or "Benefits" as snippet headers — these aren't Google-approved. **Correct handling**: Only use: Amenities, Brands, Courses, Degree programs, Destinations, Featured hotels, Insurance coverage, Models, Neighborhoods, Service catalog, Shows, Styles, Types. If the business doesn't fit these, use "Types" or "Service catalog" as the most flexible options. ### Callouts that duplicate headline content **Trap**: Headline says "Free Shipping" and callout also says "Free Shipping." **Correct handling**: Callouts must add NEW information. If free shipping is in the headline, callout should cover something else: "No Restocking Fees" / "Easy 30-Day Returns." ### Description character limit — the utilization trap **Trap**: Writing descriptions of 40–50 characters that technically comply but waste 50% of available space. **Correct handling**: Target 75–90 characters. Fill with specific proof points, objection handlers, or secondary CTAs. "Get enterprise project management with real-time dashboards and Gantt charts. Start your free 14-day trial today." (90 chars) beats "Manage projects better. Try it free." (35 chars). ## Anti-Patterns - **DON'T** output ad copy without character counts in brackets. Instead, count and display `[27]` after every headline and description. - **DON'T** write 15 headlines that are variations of the same message ("Great Software" / "Amazing Software" / "Excellent Software"). Instead, use 5+ distinct formula types: problem-solution, authority, specificity, emotional, direct offer. - **DON'T** use vague CTAs like "Click Here" or "Learn More" as defaults. Instead, use conversion-specific verbs: "Start Free Trial" / "Get Your Quote" / "Book a Demo." - **DON'T** claim urgency without a verifiable basis. Instead, frame conditionally: "Save 20% — Offer Ends [Date]" with a real date, or use value-based urgency: "Start saving this quarter." - **DON'T** assign arbitrary CTR predictions like "this will get 3.7% CTR." Instead, provide relative performance predictions grounded in named principles: "Expect 20–30% CTR lift over generic copy based on specificity bias." - **DON'T** recommend DKI without auditing the keyword list for overflow, policy risks, and grammar issues. Instead, list every keyword, calculate max character usage, and flag problems before writing the template. - **DON'T** write sitelinks that point to conceptually identical pages. Instead, ensure each sitelink serves a distinct user need: pricing, proof, product details, getting started. - **DON'T** diagnose ad problems as "could be better." Instead, name the specific mistake (keyword stuffing, feature dumping, intent mismatch), explain the performance consequence, and show the fix. - **DON'T** skip landing page alignment when discussing Quality Score. Instead, specify what must appear on the landing page to match the ad's promise — "If the ad says 'Free 14-Day Trial,' the landing page needs a trial signup form above the fold ## Source & license This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code. - **Author:** [edholofy](https://github.com/edholofy) - **Source:** [edholofy/dojo.md](https://github.com/edholofy/dojo.md) - **License:** MIT - **Homepage:** https://dojo.md Install and usage instructions live in the source repository linked above. ## Pricing - **Free** — Free ## Security capabilities Automated source analysis of v0.1.0 — what this tool can access: - **Network access:** no - **Filesystem access:** no - **Shell / process execution:** no - **Environment & secrets:** no - **Dynamic code execution:** no *"Yes" means the capability is present in the source — more access means more to trust, not that it is unsafe.* ## Versions - **0.1.0** — security scan: passed — Imported from the upstream source. ## Links - Listing page: https://agentstack.voostack.com/l/skill-edholofy-dojo-md-minimax-minimax-m2-5 - Seller: https://agentstack.voostack.com/s/edholofy - Browse the marketplace: https://agentstack.voostack.com/browse --- Listed on AgentStack — the marketplace for AI agent skills and MCP servers. Every listing is security-reviewed. Creators keep 70%.