# Paid advertising Human Guide

## What This Is For
Paid media strategy and optimization across platforms for profitable customer acquisition. 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 Paid advertising 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 paid advertising.
- 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 Paid advertising 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
- 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
- Content: Educational, entertaining
- Website visitors (7-30 days)
- Content: Case studies, comparisons
- High-intent visitors (pricing, demo pages)
- Trial users, demo requesters
- Content: Offers, urgency, testimonials

## Decision Points And Nuance
The original skill emphasizes: Language & Quality Standards, When to Use This Skill, Core Concepts, Campaign Objectives by Goal, Funnel-Based Targeting Strategy, Platform-Specific Guidelines, Key Metrics & Benchmarks, Budget Allocation Framework, Best Practices, Campaign Setup Excellence.

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
- **Pixel/Tracking First**: Never launch without proper tracking
- Layer interests carefully

## Copy-And-Paste Prompt
```text
Use the Paid advertising 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 aitytech/agentkits-marketing skill entry for `paid-advertising`.

## 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 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.

---

## 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 |