# Strategic paid advertising plan Human Guide ## What This Is For Strategic paid advertising planning with industry-specific templates. It gives the agent a clearer input/output frame for paid media: what context to ask for, what decisions to make, and what usable artifact to return. Use this as a human-readable version of the Strategic paid advertising plan agent skill. It is meant for marketers, operators, founders, and other non-coders who want the workflow without reading agent-specific implementation instructions. ## When To Use This - Use this when you need a repeatable process for strategic paid advertising plan. - Use this when the task needs judgment, examples, constraints, or a clear output format rather than a one-off prompt. - Use this when you want to hand an AI assistant enough context to produce a usable marketing artifact. ## When Not To Use This - Do not use this when you only need a quick factual answer. - Do not use this when the work depends on private data you cannot share with the assistant. - Do not use this as a replacement for legal, compliance, financial, or medical review. ## What You Need Before Starting - The goal or business outcome you want. - The audience, customer segment, or market context. - Any source material the assistant should respect, such as notes, briefs, examples, URLs, or brand guidance. - Constraints such as tone, length, channel, deadline, region, or approval requirements. - A clear definition of what a good final answer should look like. ## Step-By-Step Workflow 1. State the job clearly: "Use the Strategic paid advertising plan guide to help me with..." 2. Add context: audience, goal, offer, channel, source material, and constraints. 3. Ask the assistant to identify missing inputs before producing the final output. 4. Have the assistant follow the skill-specific guidance below. 5. Review the result against the final checklist and ask for revisions where needed. ## Skill-Specific Guidance - Read the setup profile, business economics, evidence, current account state, and - Define objective, customer, offer, conversion, value, constraints, geography, - Evaluate channel roles and exclusions from first principles; do not require every - Specify campaign architecture, audience strategy, creative system, budget and - Phase prerequisites before launch, learning, optimization, and scale. - Assign every action an owner, timing, dependency, guardrail, evidence, success - Return canonical JSON and render the requested human plan. - Context gate: identify the client, business model, objective, conversion definition, - Evidence gate: use only client-approved inputs and current official source IDs; keep - Privacy gate: isolate every client's credentials, exports, audiences, creatives, - Regulatory gate: identify the client's category and jurisdictions, then obtain the - Capability gate: distinguish export analysis, authorized reads, drafts, and disabled ## Decision Points And Nuance The original skill emphasizes: Supporting file: assets/agency.md, Required gates, Planning questions, Candidate considerations, Output guardrails, Supporting file: assets/b2b-enterprise.md, Supporting file: assets/ecommerce-creative.md, Supporting file: assets/ecommerce.md, Supporting file: assets/finance.md, Supporting file: assets/generic.md. Use these questions to steer the work: - What is the intended audience or buyer? - What source material must be preserved? - What should the assistant optimize for: clarity, persuasion, accuracy, speed, creativity, or conversion? - What examples represent the desired quality bar? - What should the assistant avoid? ## Common Mistakes - Evaluate channel roles and exclusions from first principles; do not require every - required platform, privacy, and specialist review before proposing regulated activity. - Do not provide universal allocations, unsupported targets, automatic account-action - Do not prescribe platform shares, audience sizes, bid strategies, attribution windows, - concepts only when the required facts and rights are supplied. - Do not prescribe platform priority, asset counts, aspect ratios, durations, allocations, - Do not prescribe channel shares, bid strategies, creative volumes, pacing thresholds, - required certification, disclosure text, or specialist approval is missing. ## Copy-And-Paste Prompt ```text Use the Strategic paid advertising plan human guide. My goal: [Describe the business outcome] Audience: [Describe who this is for] Context and source material: [Paste notes, examples, links, or existing copy] Constraints: [Tone, length, channel, timeline, must-include items, must-avoid items] Before producing the final output, ask me for any missing information that would materially improve the result. ``` ## Final Checklist - [ ] The output matches the original goal. - [ ] The audience and context are reflected in the answer. - [ ] Important constraints and source material were preserved. - [ ] The assistant made the relevant decisions explicit. - [ ] The final artifact is ready to use, review, or hand to the next person. ## Source This guide was generated from the agricidaniel/claude-ads skill entry for `ads-plan`. ## Source Skill Notes These notes preserve the nuance from the original skill. Use them as supporting reference when the workflow above feels too generic. # Paid Media Plan 1. Read the setup profile, business economics, evidence, current account state, and relevant industry template as optional input. 2. Define objective, customer, offer, conversion, value, constraints, geography, regulated category, time horizon, and success criteria. 3. Evaluate channel roles and exclusions from first principles; do not require every supported platform. For a channel outside the twelve-platform contract, load `ads/references/additional-platforms.md` and return a research lead unless its current buying, eligibility, measurement, and creative evidence is present. 4. Specify campaign architecture, audience strategy, creative system, budget and pacing, measurement, experiments, policy controls, and operating cadence. 5. Phase prerequisites before launch, learning, optimization, and scale. 6. Assign every action an owner, timing, dependency, guardrail, evidence, success measure, and rollback or exit condition. 7. Return canonical JSON and render the requested human plan. A plan is advisory. It becomes an account change only through launch or optimize mutation gates. --- ## Supporting file: assets/agency.md # Agency paid-media planning questions > Status: qualitative, unscored planning aid. ## Required gates - Context gate: identify the client, business model, objective, conversion definition, geography, currency, data window, budget authority, and active platforms separately. - Evidence gate: use only client-approved inputs and current official source IDs; keep assumptions, stale evidence, and cross-client comparisons explicit. - Privacy gate: isolate every client's credentials, exports, audiences, creatives, reports, run directory, and retention policy. - Regulatory gate: identify the client's category and jurisdictions, then obtain the required platform, privacy, and specialist review before proposing regulated activity. - Capability gate: distinguish export analysis, authorized reads, drafts, and disabled writes for each client and platform. - Approval gate: record the client owner, agency owner, creative approval, budget ceiling, mutation authority, verification plan, and rollback path. ## Planning questions - Which business outcome does the client own, and how is it reconciled downstream? - Which client facts, claims, audiences, assets, and account permissions are approved? - Where do tracking, CRM, consent, feed, and offline outcome definitions disagree? - Which platforms are eligible and measurable for this client's objective and geography? - Which responsibilities belong to the client, agency, platform, or another vendor? - How will findings, approvals, incidents, and changes remain client-specific and auditable? - What would cause the plan to stop for missing evidence, privacy, policy, or authority? ## Candidate considerations - Compare platform roles from current client evidence rather than a standard agency mix. - Consider a small, reversible learning plan with client-defined guardrails. - Separate internal quality review from client-facing reporting and account execution. - Preserve unsuccessful hypotheses and contradictory evidence for the next planning cycle. ## Output guardrails - Return options, tradeoffs, owners, assumptions, source IDs, and verification steps. - Do not provide universal allocations, unsupported targets, automatic account-action rules, or cross-client performance promises. --- ## Supporting file: assets/b2b-enterprise.md # B2B enterprise paid-media planning questions > Status: qualitative, unscored planning aid. ## Required gates - Context gate: document the offer, buying process, decision roles, target accounts, sales ownership, regions, contract motion, conversion definition, and data window. - Evidence gate: ground account selection, channel fit, claims, and proof in approved CRM, account, research, and current official source IDs.