Paid Advertising Specialist

Overview

Delivers actionable paid media strategies across Google, Meta, LinkedIn, TikTok, and programmatic channels. Grounds recommendations in brand positioning, competitive research, and performance data. Outputs production-ready campaign briefs, ad copy, audience specs, and budget plans.

Identity

Senior paid media strategist with deep expertise across major ad platforms and emerging formats.

Communication Style

Direct, platform-specific, and action-oriented. Provides specific recommendations with rationale. Example: "For Google Search, build 15 headlines mixing keyword, benefit, CTA, and urgency variants. Pin sparingly to preserve algorithm flexibility."

Principles

• Platform-native strategy: Each platform has distinct algorithms, formats, and audience behaviors
• Creative-first scaling: Creative quality and freshness are the primary scaling drivers
• Data-grounded decisions: Let conversion data guide budget, bidding, and audience choices
• Full-funnel thinking: Balance awareness, consideration, conversion, and retention appropriately
• Privacy-first tracking: Server-side tracking and first-party data are foundational in the post-cookie landscape

On Activation

Load available config from {project-root}/_bmad/config.yaml and {project-root}/_bmad/config.user.yaml if present. Resolve and apply throughout the session.

Read brand context when available via the shared patterns protocol. Greet the user appropriately and offer to show available capabilities.

Reference Lookup Protocol

This skill uses progressive disclosure to save tokens.

1. Read ./references/frameworks-index.csv - lightweight index
2. Match the user's situation to the best_for column
3. Read ONLY the matched reference file(s)
4. Never bulk-read all reference files

shared-patterns.md is read directly - not indexed.

Capabilities

Supporting References

Path Resolution

Campaign mode - working within a named campaign:

• Save to ./brands/{brand-slug}/campaigns/{type}-{campaign-slug}/channels/paid-ads/content/
• Read campaign strategy at ./brands/{brand-slug}/campaigns/{type}-{campaign-slug}/strategy.md

Standalone mode - evergreen or independent work:

• Save to ./brands/{brand-slug}/channels/paid-ads/content/

Legacy fallback - old directory structure detected:

• Save to ./brands/{brand-slug}/campaigns/paid-ads/
• Suggest migration to new structure

If unsure which mode, ask: "Is this part of a specific campaign, or standalone work?"

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Supporting file: references/benchmarks.md

Paid Advertising Benchmarks by Platform & Industry (2025-2026)

Industry benchmark data for paid advertising performance metrics across major platforms. Use these as directional references when setting campaign targets, evaluating performance, and identifying optimization opportunities.

Important notes on using benchmarks:

• Benchmarks represent medians and averages; top performers significantly exceed these numbers
• Your results will vary based on offer strength, creative quality, landing page experience, and competitive landscape
• Always compare against your own historical data first, then industry benchmarks
• Benchmarks shift quarterly -- use these as starting references, then calibrate to your actual data

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1. Google Ads Benchmarks

1.1 Google Search Ads -- CPC, CTR, Conversion Rate by Industry

Notes:

• Legal and finance have the highest CPCs due to intense competition and high customer lifetime values
• Local services and home services achieve the best conversion rates due to high purchase intent
• E-commerce CTRs are elevated by Shopping ads appearing in search results
• SaaS CPA reflects free trial or demo request conversions, not paid subscriptions

1.2 Google Shopping Ads Benchmarks

Notes:

• Shopping CPCs are significantly lower than search text ads
• Feed quality (title optimization, image quality, pricing competitiveness) directly impacts CTR
• ROAS varies significantly by average order value -- higher AOV categories achieve higher ROAS

1.3 Performance Max (PMax) Benchmarks

Notes:

• PMax performance varies wildly by vertical and data maturity
• Brand search cannibalization inflates PMax results -- always analyze with brand exclusions where possible
• E-commerce with strong product feeds sees the best PMax results
• Lead gen PMax requires careful offline conversion import to avoid junk leads

1.4 Google Display Ads Benchmarks

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2. Meta Ads Benchmarks (Facebook / Instagram)

2.1 Meta Ads -- CPM, CPC, CTR, CPA by Industry

2.2 Meta Ads by Campaign Objective

2.3 Meta Ads -- Advantage+ Shopping Campaign Benchmarks

2.4 Meta Ads by Placement

Notes:

• Reels placements offer the lowest CPMs but require Reels-native creative for best results
• Audience Network is cheap but often low quality -- monitor closely or exclude
• Advantage+ placements (automatic) generally outperform manual placement selection

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3. TikTok Ads Benchmarks

3.1 TikTok Ads by Objective

3.2 TikTok Ads by Industry

3.3 TikTok Spark Ads vs Standard In-Feed

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4. LinkedIn Ads Benchmarks

4.1 LinkedIn Ads by Format

4.2 LinkedIn Ads by Targeting Type

4.3 LinkedIn Ads by Industry (B2B)

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5. YouTube Ads Benchmarks

5.1 YouTube Ads by Format

5.2 YouTube Ads by Industry

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6. Cross-Platform Benchmarks

6.1 ROAS Benchmarks by Platform and Vertical

Notes on ROAS:

• ROAS is calculated differently across platforms (platform-reported vs GA4 vs blended)
• Platform-reported ROAS is always inflated vs GA4 due to attribution differences
• A healthy blended ROAS target for e-commerce is 3.0x-4.0x (covering all paid channels)
• B2B ROAS should be calculated on pipeline and closed revenue, not just lead value

6.2 Starting Budget Recommendations

6.3 Budget Allocation Rules by Funnel Stage

6.4 Scaling Rules of Thumb

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7. Conversion Rate Benchmarks by Landing Page Type

Notes:

• Mobile conversion rates are typically 50-60% of desktop rates for complex actions
• Each additional form field reduces conversion rate by 5-10%
• Page load time above 3 seconds reduces conversion rate by 20-30%
• Message match between ad and landing page can improve conversion rate by 25-50%

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8. Seasonal Trends and CPM Fluctuations

8.1 Quarterly CPM Index (baseline = Q1)

Notes:

• Q4 is the most expensive quarter across all platforms (holiday competition, Black Friday, year-end budgets)
• Meta CPMs can spike 40-80% in November/December
• LinkedIn is most expensive in Q2 (budget planning season) and Q1 (new year initiatives)
• January is often the cheapest month on Meta and TikTok (post-holiday advertiser pullback)
• Plan budgets with seasonal multipliers to maintain consistent impression volume year-round

8.2 Day-of-Week Performance Patterns

Notes:

• B2C social campaigns perform best on weekends when users have leisure time
• B2B campaigns perform best Tuesday through Thursday during business hours
• E-commerce peaks on Saturday as consumers browse and shop
• Use dayparting and day-of-week bid adjustments to optimize spend allocation

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Supporting file: references/best-practices.md

Paid Advertising Best Practices -- Modern and Emerging Practices

Comprehensive reference for modern paid advertising across all major platforms. Updated for algorithm changes, new ad formats, and privacy-first advertising landscape.

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1. Google Ads Best Practices

1.1 Performance Max (PMax) Campaigns

Performance Max is Google's flagship AI-driven campaign type, running across Search, Display, YouTube, Discover, Gmail, and Maps from a single campaign.

Asset requirements for strong performance:

• 20+ high-quality images (landscape 1200x628, square 1200x1200, portrait 960x1200)
• 5+ video assets (horizontal, vertical, square; 10s, 15s, 30s+ lengths)
• 15 headlines (30 char max each): mix of keyword-rich, benefit-driven, CTA, social proof, and urgency variants
• 5 long headlines (90 char max): more descriptive, benefit-focused
• 5 descriptions (90 char max): elaborate on unique value propositions
• Business name and logo (1200x1200 square, 1200x300 landscape)
• Final URL and display path

Asset group strategy:

• Create separate asset groups per product line, service category, or audience segment
• Never combine unrelated products in a single asset group
• Each asset group should have its own audience signals, assets, and final URL
• Monitor asset performance ratings (Low, Good, Best) and replace Low-rated assets within 14 days

Audience signals (critical for PMax guidance):

• Custom segments: Add 10-15 high-intent search terms competitors' URLs and apps your audience uses
• Your data: Upload customer match lists segmented by value tier (top 20% customers as primary signal)
• Interests and demographics: Layer in-market and affinity audiences relevant to your product
• Audience signals are suggestions, not restrictions -- the algorithm will explore beyond them

PMax pitfalls to avoid:

• Brand cannibalization: PMax will claim brand search conversions. Add brand exclusions at the campaign level via Google rep or API
• Placement quality: Use account-level placement exclusions. Run placement reports via Google Ads scripts to identify MFA sites and mobile apps consuming budget
• URL expansion: Disable if you want traffic only on specific landing pages. Enable only if all site pages are conversion-optimized
• New customer acquisition: Enable the "new customer value" setting and assign a value premium to new customers to bias the algorithm toward prospecting

1.2 Broad Match + Smart Bidding

Broad match has fundamentally changed. Combined with smart bidding, it uses real-time signals (location, device, time, query context, audience lists) to determine which queries to enter.

When to use broad match:

• Campaign has 30+ conversions per month (ideally 50+)
• Smart bidding strategy is active (tCPA, tROAS, or maximize conversions/value)
• Strong negative keyword lists are in place
• Conversion tracking is accurate and comprehensive

Implementation approach:

• Do not flip all keywords to broad match overnight
• Start with top 5-10 highest-volume exact/phrase keywords, duplicate them as broad match in a separate ad group or experiment
• Run for 14-21 days comparing CPA/ROAS between match types
• Review search terms report twice weekly during the test
• Expand broad match adoption to remaining keywords once validated

Negative keyword management for broad match:

• Maintain account-level negative keyword lists (up to 1000 terms)
• Create campaign-level lists for campaign-specific exclusions
• Review search terms daily during the first 2 weeks of broad match adoption
• Common exclusion categories: job-related (salary, hiring, careers), informational (what is, how to, definition), competitor brand names (unless running competitor campaigns), free/cheap (for premium brands)

1.3 Responsive Search Ads (RSAs)

RSAs are the only standard search ad format. Google tests combinations of your headlines and descriptions to find the best performers.

Headline strategy (15 available slots):

• Headlines 1-3: Primary keyword variations (pinned to position 1 or 2 if needed)
• Headlines 4-6: Benefit statements (save time, increase revenue, reduce costs)
• Headlines 7-9: Social proof (trusted by X customers, rated 4.8 stars, award-winning)
• Headlines 10-12: CTAs (Get Started Today, Free Trial, Request a Demo, Shop Now)
• Headlines 13-15: Urgency/scarcity (Limited Time, Ends Friday, Only X Left)

Description strategy (4 available slots):

• Description 1: Core value proposition with primary keyword
• Description 2: Supporting benefit with differentiator
• Description 3: Social proof or trust signal
• Description 4: CTA with urgency element

Pinning guidelines:

• Pin sparingly -- every pin reduces Google's optimization ability
• Pin only when brand compliance requires specific messaging in position 1
• If pinning, pin 2-3 headlines to the same position to allow some rotation
• Never pin all positions -- defeats the purpose of RSAs

Ad strength indicator:

• Target "Good" or "Excellent" ad strength
• Add more unique headlines to improve (avoid repetitive messaging)
• Use all 15 headline slots and all 4 description slots
• Include keywords naturally without keyword stuffing

1.4 Demand Gen Campaigns

Demand Gen replaced Discovery campaigns and runs across YouTube (in-feed, in-stream, Shorts), Discover feed, and Gmail.

Best practices:

• Provide both image and video assets for maximum reach
• Use high-quality lifestyle imagery (not product-on-white-background)
• Video assets: include 6s bumpers, 15s shorts, and 30-60s longer cuts
• Audience targeting: use lookalike segments seeded from converters (not all site visitors)
• Bidding: start with maximize clicks to build data, graduate to maximize conversions or tCPA after 50 conversions
• Creative refresh every 3-4 weeks to prevent fatigue

1.5 YouTube Ads (including Shorts and CTV)

YouTube Shorts Ads (2025-2026 priority format):

• Vertical 9:16 format, under 60 seconds
• Native creator-style content outperforms polished brand ads
• Hook within first 1-2 seconds (Shorts audience scrolls fast)
• Text overlays for key messages (many viewers watch without sound)
• Add clear CTA overlay and end card
• Can run via Video Action campaigns or Demand Gen

Connected TV (CTV) via YouTube:

• Non-skippable 15s and 30s in-stream on YouTube CTV apps
• Massive reach: YouTube is the #1 streaming platform on connected TVs
• Target by household demographics, content interests, and custom segments
• Creative must work on large screen -- high production value, readable text, strong audio
• Measure via brand lift studies, search lift, and conversion path analysis

In-Stream skippable best practices:

• Brand visible by second 3 (before skip button appears at second 5)
• Deliver core message within first 15 seconds
• Include CTA both verbally and as on-screen element at 15s and 30s marks
• Optimal length: 15-60 seconds (30s sweet spot for most objectives)
• Add companion banners for additional real estate

1.6 Conversion Tracking

Enhanced Conversions:

• Sends hashed first-party customer data (email, phone, name, address) alongside conversion tags
• Improves conversion attribution accuracy by 5-15%
• Implemented via Google Tag or GTM with user-provided data variables
• Requires customer consent under applicable privacy laws
• Enable in Google Ads settings under Conversions > Settings > Enhanced Conversions

Consent Mode v2 (mandatory in EEA/UK):

• Two required parameters: ad_storage and analytics_storage
• Two new parameters added in v2: ad_user_data and ad_personalization
• Default state should be "denied" until user grants consent
• When consent is denied, Google models conversions using aggregated anonymized data
• Implement via CMP (Consent Management Platform) integrated with Google Tag
• Non-compliance risks: loss of remarketing audiences, conversion modeling, and personalization in EEA

Offline conversion tracking:

• Import CRM conversion data via Google Click ID (GCLID)
• Upload scheduled imports daily or use API for real-time
• Critical for B2B where sales cycles are long and conversions happen offline
• Enhanced conversions for leads: pass hashed lead data at form submission, match to downstream conversion

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2. Meta Ads Best Practices

2.1 Advantage+ Shopping Campaigns (ASC)

Meta's most automated campaign type for e-commerce advertisers.

Setup requirements:

• Active Meta Pixel with purchase events firing consistently
• Product catalog with 150+ items (works with fewer, but algorithm needs variety)
• Minimum 100 purchases in the past 28 days for optimal performance
• CAPI (Conversions API) sending redundant server-side events

Optimization approach:

• Set "existing customer budget cap" to limit spend on retargeting (typically 20-30%)
• Upload existing customer lists so Meta can identify and cap spend on them
• Provide 10+ creative assets mixing formats (static, video, carousel, UGC)
• Allow 7 days of learning before evaluating performance
• Scale budget by 20% every 3-5 days, not more

When ASC is NOT the right choice:

• Fewer than 50 purchases/month (insufficient data for algorithm optimization)
• Highly seasonal products requiring precise audience control
• B2B with long sales cycles and low conversion volume
• When you need granular audience testing and isolation

2.2 Creative Diversification Strategy

Meta's algorithm performs best when given creative variety. The platform's AI matches different creatives to different audience segments automatically.

The 3-5-3 framework:

• 3-5 distinct creative concepts (different hooks, angles, or value propositions)
• 3+ formats per concept (static image, video, carousel, UGC, collection)
• 3 copy variations per ad (different lengths and tones)

Creative concept categories:

• Problem/solution: Lead with the pain point, present your product as the fix
• Social proof: Customer testimonials, reviews, before/after, case studies
• Product demo: Show the product in action, unboxing, features walkthrough
• Lifestyle: Aspirational content showing life with the product
• Offer-led: Discount, bundle, limited-time, free shipping emphasis
• Creator/UGC: Authentic, face-to-camera, "I tried this product" format

Creative fatigue signals:

• CTR drops 20%+ from peak over 7 days
• CPM increases 30%+ without audience changes
• Frequency exceeds 3.0 in prospecting or 6.0 in retargeting
• ROAS declines 25%+ week-over-week with stable budgets
• Action: pause fatigued ads, introduce new creative, rotate angles

2.3 Account Simplification

Meta's algorithm works best with consolidated campaign structures that maximize data density per ad set.

Simplified structure guidelines:

• 2-4 campaigns per objective (not dozens of micro-campaigns)
• Use CBO (Campaign Budget Optimization) as default for 3+ ad sets
• Consolidate overlapping audiences rather than running separate narrow ad sets
• Minimum 50 conversions per week per ad set for optimal algorithm learning
• Fewer, broader ad sets outperform many narrow ones in 2025-2026

Audience consolidation approach:

• Merge interests into single "stacked" interest ad sets rather than one-interest-per-ad-set
• Use Advantage+ Audience (expanded targeting) for prospecting -- provide audience suggestions as signals
• Separate only when audiences truly need different messaging (e.g., B2B vs B2C, different languages)

2.4 Meta Conversions API (CAPI)

Server-side event tracking that sends conversion data directly from your server to Meta, bypassing browser limitations.

Implementation priority (high to low):

1. Purchase / Lead (primary conversion events)
2. InitiateCheckout / AddToCart (mid-funnel)
3. ViewContent / AddToWishlist (upper-funnel)
4. PageView (base-level)

Technical requirements:

• Deduplicate events using event_id parameter (prevent double-counting with pixel)
• Event match quality (EMQ) score target: 6.0+ (higher = better match rate)
• Pass user parameters: email (hashed), phone (hashed), first name, last name, city, state, zip, country, external ID
• Use partner integrations for simplified setup: Shopify, WooCommerce, WordPress, Zapier, or GTM server-side

Impact of CAPI:

• Recovers 10-25% of conversion events lost due to browser restrictions, ad blockers, and iOS ATT
• Improves audience building accuracy for custom audiences and lookalikes
• Better optimization data leads to lower CPA and higher ROAS over time

2.5 Reels Placements

Reels inventory continues to grow as Meta's fastest-growing ad surface.

Creative specifications:

• 9:16 vertical format (1080x1920)
• 5-30 seconds optimal (15s is the sweet spot)
• Safe zones: keep text and key visuals within center 80% (top/bottom contain UI overlays)
• Audio is expected: use music, voiceover, or trending sounds
• Captions/subtitles still needed for accessibility

Performance patterns:

• UGC and creator-style content achieves 2-3x higher engagement than polished brand ads
• Hook in first 1-2 seconds is critical (thumb-stopping visual or statement)
• Reels-first creative outperforms repurposed feed ads by 30-50% in Reels placement
• Fastest creative fatigue of any placement: refresh every 7-10 days

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3. TikTok Ads Best Practices

3.1 Smart Performance Campaigns (SPC)

TikTok's most automated campaign type, similar to Meta's Advantage+ and Google's PMax.

How SPC works:

• Minimal targeting inputs: provide country, budget, optimization goal, and creative
• Algorithm handles audience finding, bid optimization, and placement
• Best for advertisers with strong conversion data and high creative volume

When to use SPC:

• 50+ conversions per week on TikTok pixel
• Proven creative assets (test in standard campaigns first)
• Scaling phase when manual targeting has been validated

3.2 TikTok Shop Ads

Shoppable ads integrated with TikTok's in-app commerce platform.

Ad formats:

• Video Shopping Ads: shoppable product cards overlaid on video content
• LIVE Shopping Ads: promote live shopping events to targeted audiences
• Product Shopping Ads: catalog-based ads similar to dynamic product ads
• Creator affiliate: partner with TikTok creators who earn commission on sales

Best practices:

• In-app checkout reduces friction dramatically compared to external landing pages
• Product feed quality matters: clear images, accurate titles, competitive pricing
• Creator content driving to TikTok Shop outperforms brand-produced content
• Combine organic TikTok Shop presence with paid amplification via Spark Ads

3.3 Spark Ads

Spark Ads allow brands to boost organic TikTok posts (their own or a creator's) as paid ads while retaining all social proof.

Advantages:

• Higher engagement rates vs standard in-feed ads (social proof effect)
• Retains likes, comments, shares, and view counts from organic performance
• Creator authorization via unique code (no need for Business Center access)
• Combine with landing page link or TikTok Shop product page

Creator partnership framework:

• Brief creators with product samples and 3-5 key talking points (not scripts)
• Request 3+ content variations per creator
• Test creator content as Spark Ads with small budgets ($20-50/day per creative)
• Scale winners to $100-500/day based on CPA performance
• Negotiate usage rights for 60-90 days minimum

3.4 Creative Best Practices for TikTok

The hook (first 1-3 seconds) is everything:

• Bold opening statement: "Stop scrolling if you..."
• Visual pattern interrupt: unexpected visual, fast movement, color contrast
• Question that creates curiosity gap
• Before/after reveal tease
• "POV" or "Things I wish I knew" format

Native feel principles:

• Shot on phone (or made to look like it)
• Natural lighting, real environments
• Conversational tone, not "advertising voice"
• Creator/face-to-camera increases trust
• Show product in use within first 3 seconds
• Trending sounds boost distribution (check TikTok Creative Center for trends)

Creative refresh cadence:

• New creative every 7-14 days (TikTok creative fatigue is the fastest of any platform)
• Maintain 3-5 active creatives per ad group at all times
• Kill underperformers within 3-5 days if CPA is 2x+ target
• Repurpose winning hooks with new body content for extended life

3.5 TikTok Search Ads

TikTok Search Ads appear in TikTok search results, capturing high-intent users who are actively searching for products, reviews, and recommendations.

Key details:

• Keyword-targeted ad placements in TikTok search results
• Toggle on "Search Ads" within existing in-feed campaigns
• High intent signal: users searching on TikTok have purchase intent similar to Google
• Creative should answer the search query directly (not just brand awareness content)
• Monitor search term reports and add negative keywords for irrelevant queries

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4. LinkedIn Ads Best Practices

4.1 Document Ads

Native document ads allow users to swipe through PDF-style content directly in the LinkedIn feed.

Best practices:

• 5-10 pages optimal (enough value, not overwhelming)
• First page is the hook: bold headline, clear value proposition
• Each page should deliver standalone value (users may not swipe through all)
• Gate the document behind a Lead Gen Form after 3-5 pages for lead capture
• Content types that work: industry reports, how-to guides, benchmark data, frameworks, checklists
• Design for mobile: large text (16pt+), simple layouts, high-contrast colors

4.2 Thought Leader Ads

Promote posts from individual employees' personal LinkedIn profiles as sponsored content.

Why they work:

• 2-3x higher CTR than standard company page sponsored content
• Personal posts feel authentic and trustworthy in the LinkedIn feed
• Great for executive positioning, culture showcase, and expertise demonstration
• Available for single-image, video, and text-only post formats

Implementation:

• Employee must be a verified page admin or their post must be selected in Campaign Manager
• Original post remains on the individual's profile (boosts their personal brand too)
• Best for C-suite, subject matter experts, and customer-facing team members
• Combine with Lead Gen Forms for direct lead capture

4.3 B2B Targeting Precision

High-value targeting combinations:

• Job function + seniority level (e.g., Marketing + Director and above)
• Company size + industry (e.g., 200-500 employees + SaaS)
• Skills + job title (e.g., "Salesforce" skill + "Revenue Operations" title)
• Member groups (niche professional communities)

ABM (Account-Based Marketing) approach:

• Upload target account list (CSV with company names and domains)
• Create matched audience, then layer job function and seniority
• Minimum audience size: 300+ matched members for delivery
• Run awareness campaigns (Thought Leader Ads, Document Ads) 2-4 weeks before lead gen

4.4 Revenue Attribution for Long B2B Sales Cycles

Challenge: B2B sales cycles are 3-12 months. Platform attribution windows (90 days max) miss most downstream revenue.

Solutions:

• Pass LinkedIn Click ID (li_fat_id) to CRM via hidden form fields
• Match CRM closed-won deals back to LinkedIn campaigns manually or via integration
• Use LinkedIn Revenue Attribution Report (connects to CRM data)
• Implement MMM (Marketing Mix Modeling) for holistic channel contribution
• Track leading indicators: MQL rate, SQL rate, pipeline value generated, not just last-click leads

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5. Programmatic Best Practices

5.1 Connected TV (CTV) Advertising

CTV is the fastest-growing programmatic channel, reaching cord-cutters on streaming platforms.

Inventory sources:

• Premium streaming: Hulu, Peacock, Paramount+, Max (ad-supported tiers), Tubi, Pluto TV, Roku Channel
• YouTube CTV: largest CTV reach via YouTube app on smart TVs
• Programmatic via DSPs: The Trade Desk, DV360, Amazon DSP

Creative specifications:

• 15-second and 30-second non-skippable spots
• 16:9 horizontal format, 1920x1080 minimum resolution
• High production value required (big-screen viewing context)
• Audio is critical: CTV is a lean-back, sound-on experience
• Include clear branding throughout (not just end card)
• Add QR codes for direct response campaigns (scannable on phone while watching TV)

Measurement:

• Brand lift studies (awareness, consideration, purchase intent)
• Search lift: measure increase in branded search queries post-CTV exposure
• Website visit lift: compare exposed vs control household visit rates
• Cross-device retargeting: serve display/social ads to CTV-exposed households

5.2 Retail Media Networks (RMN)

Retail media is advertising on retailer-owned properties using first-party purchase data.

Major networks (2025-2026):

• Amazon Ads: Sponsored Products, Sponsored Brands, Sponsored Display, Amazon DSP
• Walmart Connect: on-site search ads, display, and off-site programmatic
• Target Roundel (Roundel by Target): on-site and off-site, strong audience data
• Kroger Precision Marketing: grocery-specific purchase data
• Instacart Ads: CPG and grocery brands
• Best Buy Ads, Home Depot, Ulta Beauty, and more launching or expanding

Why RMNs matter:

• First-party purchase data enables closed-loop attribution (ad exposure to purchase)
• Advertising at point of purchase captures high-intent shoppers
• Privacy-safe: based on retailer first-party data, not third-party cookies
• Critical for CPG, food/beverage, electronics, beauty, and home goods brands

5.3 Contextual Targeting (Post-Cookie)

With third-party cookie deprecation (Google maintaining cookies but with user controls and Privacy Sandbox), contextual targeting has re-emerged as a privacy-safe alternative.

Modern contextual capabilities:

• AI-powered page content analysis (not just keyword matching)
• Sentiment analysis: understand the emotional tone of content surrounding ads
• Image and video content recognition: match ads to visual page content
• Custom contextual segments: define category combinations relevant to your brand
• Predictive contextual: correlate content categories with conversion likelihood

Best practices:

• Layer contextual with first-party data for the strongest results
• Use inclusion lists (curated publisher lists) alongside contextual targeting
• Test contextual segments against behavioral segments to compare performance
• Exclude sensitive content categories (violence, politics, misinformation)
• Monitor brand safety with third-party verification (IAS, DoubleVerify)

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6. Cross-Platform Best Practices

6.1 Creative Production Pipeline

To sustain paid ads across multiple platforms, establish a content production system.

Monthly creative production targets by spend level:

• Under $5K/month: 5-10 new creatives/month (1-2 concepts, multiple formats)
• $5K-$25K/month: 15-25 new creatives/month (3-4 concepts, multiple formats)
• $25K-$100K/month: 30-50 new creatives/month (5-8 concepts, multiple formats and iterations)
• $100K+/month: 50-100+ new creatives/month (dedicated creative team or agency)

6.2 Landing Page Alignment

Paid ads are only as good as the landing page they drive to.

Landing page essentials:

• Message match: headline on landing page mirrors ad headline
• Single CTA (do not distract with navigation or multiple offers)
• Load time under 3 seconds on mobile
• Above-the-fold: headline, value prop, CTA, hero image/video
• Social proof: testimonials, logos, ratings, case study snippets
• Mobile-first design: 70%+ of paid social traffic is mobile

6.3 Budget Reallocation Signals

Scale up a campaign when:

• CPA is 20%+ below target for 7+ consecutive days
• ROAS is 20%+ above target consistently
• Impression share is below 70% (search) -- budget is limiting reach
• Creative is still performing (CTR stable, frequency below threshold)

Scale down or pause when:

• CPA exceeds target by 30%+ for 5+ consecutive days after learning period
• Frequency exceeds 3.0 in prospecting or 8.0 in retargeting
• CTR has declined 40%+ from peak (creative fatigue confirmed)
• Zero conversions after spending 3x the target CPA amount

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7. Emerging Trends

7.1 AI-Generated Creative at Scale

• Google and Meta both offer AI-generated ad creative (image generation, text suggestions)
• Use AI-generated variants as a starting point, then refine with brand-specific elements
• Test AI-generated vs human-created creative head-to-head

7.2 First-Party Data Monetization

• Brands building owned data assets (email lists, app users, loyalty programs) gain targeting advantages
• Customer match audiences on Google, Meta, and TikTok are increasingly important as third-party signals degrade
• Data clean rooms enable privacy-safe collaboration between brands and publishers

7.3 Incrementality Measurement

• Move beyond last-click attribution to understand true ad impact
• Conversion lift studies (available on Google and Meta) measure incremental conversions
• Geo-holdout tests: run ads in test markets, withhold in control markets, compare
• Marketing mix modeling (MMM) for budget allocation across all channels

7.4 Cross-Channel Frequency Management

• Use DSPs with cross-channel reach to manage how often a user sees your ads across platforms
• Over-frequency is the top driver of ad fatigue and brand annoyance
• Target 4-8 total exposures per user per week across all platforms combined

7.5 Automation and Feed-Based Advertising

• Product feed quality is the new competitive advantage (titles, descriptions, images, attributes)
• Feed management tools (Feedonomics, DataFeedWatch, Channable) enable multi-platform feed optimization
• Automated rules and scripts reduce manual optimization work: implement pause rules, bid adjustments, and alerts

---

Supporting file: references/campaign-strategy.md

Campaign Strategy

Full-funnel campaign architecture, budget allocation, bidding strategy, and scaling guidance. For benchmark data to inform targets, see ./references/benchmarks.md.

---

1. Full-Funnel Architecture

---

2. Budget Allocation

By Business Stage

Cross-Platform Split

Allocate based on where the target audience lives (from SOSTAC strategy), not evenly.

---

3. Bidding Strategy Selection

1. Start manual/conservative: Understand baseline CPCs and CPAs before automating
2. Graduate to automated: Once 30+ conversions per month, switch to target CPA or target ROAS
3. Set realistic targets: Use current CPA/ROAS as starting target. Improve by 10-15% increments, not 50%
4. Budget-to-bid alignment: Daily budget should support 5-10x the target CPA to exit learning phase

---

4. Attribution

Google

• Data-driven attribution (default)
• Last-click as fallback for low-volume

Meta

• 7-day click, 1-day view default
• Compare against 1-day click for conservative view
• Use Conversion Lift studies for incrementality

Cross-Platform

• UTM parameters on all ad URLs
• GA4 as central source of truth
• Compare platform-reported vs GA4 attribution
• Understand each platform over-reports

---

5. Audience Strategy

Cold Audiences

• Broad targeting with strong creative
• Lookalikes from best customers
• Interest stacking on Meta
• Custom intent on Google

Warm Audiences

• Site visitors (segment by pages visited, time on site)
• Video viewers, social engagers
• Email openers

Hot Audiences

• Cart abandoners
• Pricing page visitors
• Demo requesters, free trial users
• Past purchasers for upsell

Exclusion Hygiene

• Exclude converters from acquisition
• Exclude employees
• Exclude irrelevant geographies
• Suppress unsubscribed contacts

---

6. Scaling Strategies

Vertical Scaling

• Increase budget 15-20% every 3-5 days on winning campaigns
• Avoid increasing more than 2x in a single change - large jumps reset learning and spike CPA
• Monitor CPA drift after each increase

Horizontal Scaling

• Duplicate winning campaigns to new audiences
• Test new platforms
• Expand to new geographies
• Launch new creative angles to same audiences

Creative Scaling

• The number one scaling bottleneck is creative fatigue
• Produce 5-10 new creatives per week when scaling aggressively
• Rotate creative every 7-14 days on Meta and TikTok

---

Supporting file: references/competitive-research.md

Competitive Ad Research

Use browser automation to gather live competitor ad data before building campaigns. This capability provides market intelligence on competitor messaging, creative approaches, and offer structures.

Research Sessions

Start a named session to share context across research commands:

agent-browser --session ads-research open "https://..."

Close the session when done: agent-browser --session ads-research close

---

1. Meta Ad Library - Competitor Ad Research

Purpose: Discover competitor active ads, formats, copy themes, and proven performers.

agent-browser --session ads-research open "https://www.facebook.com/ads/library/?active_status=active&ad_type=all&country=ALL&q={competitor-name}&search_type=keyword_unordered" && agent-browser wait --load networkidle && agent-browser wait 4000
agent-browser screenshot ./brands/{brand-slug}/channels/paid-ads/content/competitor-{n}-meta-ads.png
agent-browser get text body

Extract:

• Number of active ads
• Ad formats in use
• Copy themes and angles
• Offer types and CTAs
• Long-running ads (months) = proven performers - note these specifically

---

2. Google Ad Transparency Center

Purpose: View competitor Google ad activity across search and display.

agent-browser --session ads-research open "https://adstransparency.google.com/?region=anywhere&query={competitor-name}" && agent-browser wait --load networkidle && agent-browser wait 3000
agent-browser get text body

Extract:

• Active ad types (search, display, video)
• Copy examples
• Landing page URLs

---

3. TikTok Creative Center - Trending Ads

Purpose: Identify top-performing ad formats and creative styles in your category.

agent-browser --session ads-research open "https://ads.tiktok.com/business/creativecenter/inspiration/topads/pc/en" && agent-browser wait --load networkidle && agent-browser wait 3000
agent-browser get text body

Extract:

• Top performing ad formats
• Creative styles and hooks
• Trending approaches in category

---

4. Competitor Landing Page Analysis

Purpose: Understand competitor conversion strategy and offer presentation.

agent-browser --session ads-research open {competitor-landing-page-url} && agent-browser wait --load networkidle
agent-browser get text body
agent-browser screenshot ./brands/{brand-slug}/channels/paid-ads/content/competitor-{n}-landing-page.png

Extract:

• Headline and value proposition
• Form fields (indicates lead qualification)
• CTA placement and copy
• Trust signals (testimonials, logos, guarantees)
• Offer structure and urgency elements

---

5. Competitor Pricing Research

Purpose: Understand competitive pricing and packaging strategy.

agent-browser --session ads-research open "https://{competitor-domain}/pricing" && agent-browser wait --load networkidle
agent-browser get text body

Extract:

• Tier names and positioning
• Price points
• Annual vs monthly discount
• Feature differentiation between tiers

---

6. LinkedIn Ad Library (B2B)

Purpose: Research B2B competitor advertising on LinkedIn.

agent-browser --session ads-research open "https://www.linkedin.com/ad-library/search?q={competitor-name}" && agent-browser wait --load networkidle && agent-browser wait 3000
agent-browser get text body

Extract:

• B2B ad formats in use
• Targeting signals inferred from creative
• Offer types (content, demo, trial)

---

Alternative: WebFetch and WebSearch

If agent-browser is unavailable, use WebFetch and WebSearch tools for research tasks. While less interactive, they can extract publicly available content from ad libraries and competitor pages.

---

Research Output

Save research findings to: ./brands/{brand-slug}/channels/paid-ads/content/competitor-research-{YYYY-MM-DD}.md

Include:

• Competitor name and profile
• Active ad inventory summary
• Notable creative patterns
• Winning ad elements identified
• Opportunities for differentiation

---

Supporting file: references/creative-strategy.md

Ad Creative Strategy

Framework for developing high-performing ad creative across platforms. For platform-specific creative best practices, see ./references/best-practices.md.

---

1. Copywriting Formulas

---

2. Headline Optimization

• Lead with the benefit, not the feature
• Include numbers when possible
• Use power words (free, new, proven, instant, secret, limited)
• Test question vs statement vs command

Character Limits

Always verify character counts before submitting.

---

3. Video Ad Script Framework

0-3s:  HOOK -- Pattern interrupt, bold claim, question, or visual surprise
3-10s: PROBLEM -- Agitate the pain point the audience feels
10-20s: SOLUTION -- Introduce product as the answer
20-25s: PROOF -- Testimonial, result, social proof
25-30s: CTA -- Clear next step with urgency

UGC-style scripts: Casual tone, face-to-camera, "I found this thing that..." format. Outperforms polished creative 2-3x on Meta and TikTok.

---

4. Angle-Based Creative Generation

Before writing headlines, identify 3-5 distinct angles for the offer. An angle is the specific lens through which you present the product.

The 5 Core Angle Types

Testing Process

1. Write 1 headline + 1 primary text per angle before any testing
2. Keep offer, CTA, and landing page constant across angles - only vary the angle
3. Test all angles simultaneously in Phase 1 (wide targeting, equal budget split)
4. Identify winning angle by lowest CPA or highest CTR after 100+ conversions
5. Move to Phase 2: iterate within winning angle (hook variations, visuals, copy length, CTA)
6. Move to Phase 3: test winning message across formats (static, carousel, video, UGC)

---

5. Creative Testing Methodology

Phase 1 - Concept Testing

• Test 3-5 distinct angles with equal budget
• Wide targeting
• Winner = lowest CPA or highest CTR

Phase 2 - Iteration

• Take winning angle
• Test variations (hooks, visuals, copy length, CTA)

Phase 3 - Format Testing

• Test winning message across formats
• Static, carousel, video, UGC

Statistical Significance

• Minimum 100 conversions or 1000 clicks per variant
• Run tests for 7+ days to account for day-of-week variation

---

6. Dynamic Creative Optimization (DCO)

• Provide multiple headlines, images, descriptions, CTAs
• Platform tests combinations algorithmically
• Use on Meta (Dynamic Creative), Google (Responsive Search/Display Ads)
• Best for high-volume campaigns
• Review asset-level performance and replace underperformers

---

7. Creative Iteration Log

Document every creative test. Save as creative/iteration-log-{platform}-{YYYY-MM-DD}.md.

Patterns to watch:

• Which angle types consistently win for this brand/audience?
• Which formats win at each funnel stage?
• What hooks perform best on which platform?
• At what frequency does fatigue begin?

---

Supporting file: references/deliverable-templates.md

Paid Ads Deliverable Templates

Production-ready templates for campaign briefs, ad copy documents, audience specs, budget plans, benchmarks, and A/B test plans. Use [PLACEHOLDER] fields to customize per brand.

---

1. Campaign Brief

Save as campaign-brief-{campaign-name}-{YYYY-MM-DD}.md:

# Campaign Brief: {Campaign Name}
## Objective
(Business goal, SOSTAC alignment, primary KPI, target)
## Platform(s)
## Budget
(Total, daily, split by campaign/funnel stage)
## Timeline
(Start, end, key dates, phases)
## Target Audience
### Cold / Warm / Hot
(Demographics, interests, behaviors, custom audiences, exclusions)
## Campaign Structure
(Campaigns > Ad Sets/Groups > Ads breakdown)
## Creative Requirements
(Formats, sizes, specs, number of variants needed)
## Ad Copy
### Variant A / B / C
(Headline, description, CTA for each)
## Bidding Strategy
## Conversion Tracking
(Events, pixel/CAPI setup, attribution window)
## Success Metrics
| KPI | Target | Measurement |
## Testing Plan
(What to test, methodology, timeline)

---

2. Ad Copy Document

Save as ad-copy-{platform}-{campaign}-{YYYY-MM-DD}.md:

# Ad Copy: {Platform} -- {Campaign}
## Campaign Context
## Variant 1: {Angle/Hook Name}
### Headlines / Descriptions / CTA
### Target: {Audience segment}
{Repeat for 3-5 variants}
## Testing Priority
## Character Count Verification

---

3. Audience Targeting Spec

Save as audience-spec-{platform}-{YYYY-MM-DD}.md:

# Audience Targeting: {Platform}
## Cold Audiences
| Audience Name | Targeting Criteria | Est. Size | Funnel Stage |
## Warm Audiences
| Audience Name | Source | Window | Est. Size |
## Hot Audiences
| Audience Name | Trigger | Window | Est. Size |
## Exclusions
## Lookalike Strategy
| Seed Audience | Size % | Platform |

---

4. Budget Allocation Plan

Save as budget-plan-{YYYY-MM}.md:

# Paid Ads Budget Plan -- {Month/Quarter}
## Total Budget: ${amount}
## Platform Allocation
| Platform | Budget | % | Rationale |
## Funnel Stage Allocation
| Stage | Budget | % | Expected Return |
## Campaign-Level Breakdown
| Campaign | Platform | Daily | Monthly | KPI Target |
## Scaling Rules
## Reallocation Triggers

---

5. Performance Benchmarks

Save as benchmarks-{platform}-{YYYY-MM-DD}.md:

# Performance Benchmarks: {Platform}
## Industry: {industry}
| Metric | Industry Avg | Our Target | Current |
## By Funnel Stage
| Stage | CTR | CPC | CPA | ROAS |
## Optimization Thresholds
(When to scale, pause, or iterate)

---

6. A/B Testing Plan

Save as ab-test-plan-{test-name}-{YYYY-MM-DD}.md:

# A/B Test: {Test Name}
## Hypothesis
## Variable
## Control vs Variant(s)
## Audience and Platform
## Budget and Duration
## Success Metric
## Minimum Sample Size
## Decision Framework

---

Supporting file: references/deliverables.md

Deliverables & Outputs

Production-ready deliverables for paid advertising campaigns. For complete templates, see ./references/deliverable-templates.md.

---

Deliverable Types

1. Campaign Brief

Full strategic brief covering objective, audience, structure, copy, bidding, tracking, and testing plan.

Save as: campaign-brief-{campaign-name}-{YYYY-MM-DD}.md

2. Ad Copy Document

Platform-specific ad copy with multiple angle/hook variants, character count verification, and testing priority.

Save as: ad-copy-{platform}-{campaign}-{YYYY-MM-DD}.md

3. Audience Targeting Spec

Cold/warm/hot audience definitions with targeting criteria, estimated sizes, exclusions, and lookalike strategy.

Save as: audience-spec-{platform}-{YYYY-MM-DD}.md

4. Budget Allocation Plan

Platform and funnel-stage budget splits with scaling rules and reallocation triggers.

Save as: budget-plan-{YYYY-MM}.md

5. Performance Benchmarks

Industry and funnel-stage benchmarks with optimization thresholds.

Save as: benchmarks-{platform}-{YYYY-MM-DD}.md

See also: ./references/benchmarks.md for cross-platform industry benchmark data.

6. A/B Testing Plan

Hypothesis, variables, control/variant setup, sample size, and decision framework.

Save as: ab-test-plan-{test-name}-{YYYY-MM-DD}.md

---

File Organization

Campaign mode:

./brands/{brand-slug}/campaigns/{type}-{campaign-slug}/channels/paid-ads/content/
  campaign-brief-{name}-{YYYY-MM-DD}.md
  ad-copy-{platform}-{campaign}-{YYYY-MM-DD}.md
  audience-spec-{platform}-{YYYY-MM-DD}.md
  budget-plan-{YYYY-MM}.md

Standalone mode (default for evergreen work):

./brands/{brand-slug}/channels/paid-ads/content/
  campaign-brief-{name}-{YYYY-MM-DD}.md
  ad-copy-{platform}-{campaign}-{YYYY-MM-DD}.md
  audience-spec-{platform}-{YYYY-MM-DD}.md
  budget-plan-{YYYY-MM}.md
  benchmarks-{platform}-{YYYY-MM-DD}.md
  ab-test-plan-{name}-{YYYY-MM-DD}.md
  performance/
    monthly-report-{YYYY-MM}.md
  creative/
    video-scripts/
    ad-copy-archive/

---

Output Contract

Paid ads deliverables include:

• Platform: Google, Meta, LinkedIn, TikTok, etc.
• Campaign type: search, display, video, shopping, etc.
• Audience definition: targeting parameters
• Ad copy/creative: headlines, descriptions, CTAs per ad format
• Budget recommendation: daily/monthly spend with reasoning
• KPIs: target CPA, ROAS, or CTR benchmarks
• File saved to: path where the deliverable was written

---

Response Protocol

When the user requests paid ads work:

1. Read brand context and SOSTAC when available; otherwise proceed from the codebase, live site, tracking setup, existing creative assets, or user-provided context
2. Clarify scope: Which platform? Campaign type? Funnel stage? New campaign or optimization?
3. Assess current state: Check the resolved path for prior work
4. Deliver actionable output: Specific campaigns, copy, audiences, budgets - never vague advice
5. Save deliverables: Write all outputs to the resolved path
6. Recommend next steps: What to launch first, what to test, when to optimize

---

When to Escalate

• No conversion tracking set up - recommend implementation before spending
• No landing page - recommend building one before driving traffic
• Budget under $500/month - recommend focusing on 1 platform only
• Heavily regulated industry (pharma, finance, alcohol) - flag platform-specific ad policies
• SEO may be more cost-effective - route to SEO specialist for organic opportunities

---

Supporting file: references/frameworks-index.csv

id,name,description,best_for,ads_domain,file,tags
competitive-research,"Competitive Ad Research","Browser-based research workflows for competitor ad intelligence across Meta, Google, TikTok, and LinkedIn ad libraries.","Competitor analysis; ad research; creative intelligence; landing page analysis","Research","competitive-research.md","research,competitive,intelligence,browser"
google-ads,"Google Ads Strategy","Platform-specific guidance for Google Search, PMax, Display, YouTube, Shopping, and smart bidding strategies.","Google Ads campaigns; PMax setup; search ads; YouTube ads; shopping campaigns; smart bidding","Google","google-ads.md","google,search,pmax,display,youtube,shopping"
meta-ads,"Meta Ads Strategy","Platform-specific guidance for Facebook and Instagram campaigns including Advantage+, audiences, formats, and CAPI.","Meta Ads campaigns; Facebook ads; Instagram ads; Advantage+; CAPI; retargeting","Meta","meta-ads.md","meta,facebook,instagram,advantage+,capi"
linkedin-ads,"LinkedIn Ads Strategy","B2B-focused advertising guidance for LinkedIn including campaign types, targeting, and ABM strategies.","LinkedIn Ads; B2B advertising; ABM campaigns; message ads; lead gen forms","LinkedIn","linkedin-ads.md","linkedin,b2b,abm,message-ads"
tiktok-ads,"TikTok Ads Strategy","Platform-specific guidance for TikTok campaigns including Spark Ads, TikTok Shop, and creative best practices.","TikTok Ads; Spark Ads; TikTok Shop; creative testing; creator partnerships","TikTok","tiktok-ads.md","tiktok,spark-ads,tiktok-shop,creative"
programmatic,"Programmatic & Display Strategy","Guidance for programmatic advertising including DSP selection, CTV, targeting strategies, and brand safety.","Programmatic advertising; DSP selection; CTV ads; display campaigns; brand safety","Programmatic","programmatic.md","programmatic,dsp,ctv,display,targeting"
creative-strategy,"Ad Creative Strategy","Framework for developing high-performing ad creative including copywriting formulas, angle testing, and iteration methodology.","Creative development; copywriting; angle testing; video scripts; creative iteration","Creative","creative-strategy.md","creative,copywriting,angles,video,testing"
campaign-strategy,"Campaign Strategy","Full-funnel campaign architecture, budget allocation, bidding strategy, attribution, and scaling guidance.","Campaign planning; budget allocation; bidding strategy; scaling; attribution","Strategy","campaign-strategy.md","strategy,funnel,budget,bidding,scaling"
deliverables,"Deliverables & Outputs","Production-ready deliverable types, file organization, output contract, and response protocol for paid ads work.","Deliverable creation; file organization; output standards; response protocol","Deliverables","deliverables.md","deliverables,outputs,templates,organization"
best-practices,"Paid Advertising Best Practices","Modern and emerging practices across all major paid advertising platforms including algorithm changes and new ad formats.","Platform-specific ad strategy; creative best practices; campaign structure; bidding strategies; ad format selection","Strategy","best-practices.md","strategy,creative,platforms,modern"
benchmarks,"Paid Advertising Benchmarks","Industry benchmark data for paid advertising performance metrics across major platforms by industry and funnel stage.","Setting campaign targets; evaluating ad performance; identifying optimization opportunities; industry comparison","Measurement","benchmarks.md","benchmarks,metrics,industry,performance"
deliverable-templates,"Paid Ads Deliverable Templates","Production-ready templates for campaign briefs, ad copy documents, audience specs, budget plans, and A/B test plans.","Campaign brief creation; ad copy documentation; audience specification; budget planning; A/B test planning","Deliverables","deliverable-templates.md","templates,briefs,copy,budget"
privacy-tracking,"Privacy, Tracking & Attribution","Reference for privacy-compliant tracking setup, server-side tracking, attribution models, and the post-cookie landscape.","Tracking setup; server-side events; attribution modeling; consent mode; privacy compliance; CAPI setup","Tracking","privacy-tracking.md","privacy,tracking,attribution,consent"

---

Supporting file: references/google-ads.md

Google Ads Strategy

Comprehensive guidance for Google Ads campaigns across all major campaign types. For extended best practices on PMax assets, creative diversification, and conversion tracking, see ./references/best-practices.md.

---

1. Search Campaigns

Keyword Strategy

• Build from SOSTAC audience language
• Group keywords into tight ad groups by theme and intent
• Use phrase match as default, exact match for high-value terms
• Broad match only with smart bidding and strong conversion data

Negative Keywords

• Build proactive negative lists (competitors, irrelevant modifiers, free/cheap if premium brand, job-related terms)
• Review search terms weekly
• Maintain account-level and campaign-level negative lists

Ad Copy (Responsive Search Ads)

• 15 headlines (mix keyword, benefit, CTA, social proof, urgency)
• 4 descriptions
• Pin sparingly - include primary keyword in H1 and H2
• Target "Good" or "Excellent" ad strength

Ad Extensions

• Sitelinks (4-6 with descriptions)
• Callouts (unique selling points)
• Structured snippets (product types, services)
• Call, location, price, promotion extensions
• Use all that apply

Quality Score

• Target 7+ on core keywords
• Improve via tighter keyword-ad-landing page relevance
• Higher expected CTR (better copy)
• Landing page experience (speed, mobile, relevance)

---

2. Performance Max (PMax)

Asset Groups

• Organize by product line or audience segment, not lumped together
• Provide 20+ images, 5+ videos, 15 headlines, 5 long headlines, 5 descriptions
• Business name, logo, final URL

Audience Signals

• Layer custom segments (search terms, competitor URLs)
• Your data (customer lists, converters)
• Demographics and interests
• Signals guide the algorithm, they do not restrict it

Feed Optimization

• Title = brand + product + key attribute + variant
• Clean descriptions, GTINs, high-quality images
• Supplemental feeds for custom labels and promotions

Monitoring

• Break down by asset group performance
• Watch for cannibalization of brand search
• Use scripts to pull placement reports
• Exclude low-quality placements

---

3. Display and Demand Gen

Display

• Managed placements for brand safety
• Responsive display ads with 5+ images and 5+ headlines
• Layer audience targeting (in-market, custom intent, remarketing) over topic/placement targeting

Demand Gen

• Runs across YouTube, Discover, Gmail
• Provide video + image assets
• Use lookalike segments based on converters

---

4. YouTube Ads

In-Stream (Skippable)

• Hook in first 5 seconds
• Brand by second 3
• CTA at 15s and 30s
• 15-60 second optimal length

Bumper (6s)

• Single message, brand recall focus
• Use for retargeting and frequency building

Shorts Ads

• Vertical 9:16 format, native-feeling creative
• Under 60 seconds

Targeting

• Custom intent (search terms)
• In-market audiences
• Competitor channel placements
• Topic targeting, remarketing

---

5. Shopping Campaigns

Feed

• Optimize titles (brand + product + attributes)
• Descriptions, GTINs, product categories
• Images (white background, 800x800+)
• Sale prices, availability

Structure

• Segment by product margin, performance tier, or category
• Separate brand vs non-brand if using Standard Shopping alongside PMax

Bidding

• tROAS for established products with conversion history
• Maximize conversion value for new products gaining data

---

6. Smart Bidding

Learning period: 7-14 days after changes. Do not adjust during learning. Budget changes over 20% trigger re-learning.

---

Supporting file: references/linkedin-ads.md

LinkedIn Ads Strategy

B2B-focused advertising guidance for LinkedIn campaigns. For extended best practices on Document Ads and Thought Leader Ads, see ./references/best-practices.md.

---

1. Campaign Types

Sponsored Content

• Single image, carousel, video, document ads in feed
• Primary B2B format

Message Ads

• Direct InMail with high open rates (40-50%)
• Use for high-value offers, event invites, demo requests
• Frequency cap: 1 message per member per 45 days

Conversation Ads

• Choose-your-own-path messages
• Multiple CTAs, good for qualifying leads

Text Ads

• Right rail and top banner
• Low cost, low CTR - brand awareness filler

Lead Gen Forms

• Pre-filled from profile data
• 2-3x higher conversion than landing pages
• Keep to 3-4 fields max

---

2. B2B Targeting

Job Title / Function / Seniority

• Target decision-makers directly
• Combine function + seniority for precision

Company Size / Industry / Name

• ABM by uploading company lists
• Layer company size for SMB vs enterprise campaigns

Skills / Groups / Interests

• Reach niche professionals by skill endorsements or group membership

Matched Audiences

• Website retargeting
• Contact list upload
• Lookalikes
• ABM company lists

Minimum Audience Size

• 50,000+ for sponsored content
• 15,000+ for message ads

---

3. ABM (Account-Based Marketing)

1. Upload target account lists (CSV)
2. Create matched audience
3. Layer with seniority and function to reach decision-makers at target companies
4. Run awareness before lead gen
5. Coordinate with sales on account prioritization

---

4. Revenue Attribution for Long B2B Sales Cycles

Challenge: B2B sales cycles are 3-12 months. Platform attribution windows (90 days max) miss most downstream revenue.

Solutions:

• Pass LinkedIn Click ID (li_fat_id) to CRM via hidden form fields
• Match CRM closed-won deals back to LinkedIn campaigns manually or via integration
• Use LinkedIn Revenue Attribution Report
• Implement MMM (Marketing Mix Modeling) for holistic channel contribution
• Track leading indicators: MQL rate, SQL rate, pipeline value generated

---

Supporting file: references/meta-ads.md

Meta Ads Strategy

Comprehensive guidance for Facebook and Instagram advertising. For extended best practices on Advantage+ campaigns, creative diversification, and CAPI implementation, see ./references/best-practices.md.

---

1. Campaign Structure

CBO (Campaign Budget Optimization)

• Default for 3+ ad sets
• Let Meta allocate budget to best performers
• Set minimum spend per ad set if needed

ABO (Ad Set Budget)

• Use when testing new audiences at controlled spend
• Use for retargeting with fixed daily budgets

Naming Convention

{brand}_{objective}_{audience}_{placement}_{creative-type}_{date} - consistent naming enables reporting

---

2. Advantage+ Campaigns

Advantage+ Shopping

• Feed-based, provide 150+ catalog items
• Minimal audience restrictions
• Algorithmic creative and audience optimization
• Best for e-commerce with conversion pixel data

Advantage+ App Campaigns

• Mobile app installs with automated creative combinations

Advantage+ Audience

• Expanded targeting using audience suggestions as signals
• Replaces detailed targeting expansion

---

3. Audience Targeting

Cold (Prospecting)

• Interest stacking
• Broad targeting with strong creative
• Lookalike audiences (1-3% for quality, 3-5% for scale, 5-10% for broad reach)

Warm (Consideration)

• Website visitors (30/60/90/180 day windows)
• Video viewers (25/50/75/95% watched)
• Social engagers, email list matches

Hot (Conversion/Retargeting)

• Add-to-cart abandoners (1-7 days)
• Checkout initiators
• Past purchasers for cross-sell/upsell
• High-value customer lookalikes

Exclusions

• Always exclude converters from prospecting
• Exclude existing customers from acquisition campaigns unless cross-selling

---

4. Ad Formats and Creative

Single Image

• 1080x1080 (feed), 1080x1920 (Stories/Reels)
• Primary text under 125 chars for above-fold
• Headline under 40 chars

Carousel

• 3-10 cards, tell a story or showcase products
• First card must hook, last card = CTA

Video

• 15-30s optimal for feed, 6-15s for Reels
• Hook in first 3 seconds
• Captions mandatory (85% watch muted)
• Square 1:1 for feed, 9:16 for Stories/Reels

Collection

• Hero image/video + product catalog below
• Instant Experience landing page
• Best for e-commerce

Reels Ads

• Native-feeling, vertical, fast-paced
• UGC-style outperforms polished
• Trending audio when possible

---

5. Conversion API (CAPI)

• Set up server-side event tracking alongside the pixel (redundant tracking)
• Deduplicate events using event_id
• Track: PageView, ViewContent, AddToCart, InitiateCheckout, Purchase, Lead, CompleteRegistration
• Match quality score target: 6+
• Use partner integrations (Shopify, WordPress, etc.) for simplified setup
• For full server-side tracking setup and consent mode details, see ./references/privacy-tracking.md

---

6. Retargeting Funnels

Awareness (Cold)     -->  Video Views, Engagement
    |
Consideration (Warm) -->  ViewContent retarget, Video viewer retarget
    |
Conversion (Hot)     -->  AddToCart abandoner, Checkout abandoner
    |
Retention            -->  Past purchaser cross-sell, Loyalty offers

Window compression:

• 180 days awareness
• 30 days consideration
• 7 days conversion

Frequency caps: 2-3x/week for retargeting

---

Supporting file: references/privacy-tracking.md

Privacy, Tracking & Attribution (2025-2026)

Purpose: Reference for privacy-compliant tracking setup, server-side tracking, attribution models, and the post-cookie landscape.

---

1. Third-Party Cookie Deprecation

Current Status (2025-2026)

• Chrome: Google has delayed and modified its approach multiple times. As of 2025, Chrome is implementing a user-choice model where users opt in/out of third-party cookies rather than a blanket deprecation. Regardless, the trajectory is clear: third-party cookie reliance is declining.
• Safari: Third-party cookies blocked since 2020 (ITP). ~20% of web traffic.
• Firefox: Third-party cookies blocked since 2023 (ETP). ~3-4% of web traffic.
• Impact: Roughly 40-50% of web users already have third-party cookies blocked or restricted.

Practical Impact on Paid Ads

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2. Server-Side Tracking

Google Tag Manager Server-Side (sGTM)

• What: A server-side container that processes tags on your server instead of the user's browser
• Benefits: Bypasses ad blockers (15-30% of users), improves page speed (fewer client-side scripts), better data quality, privacy-compliant (you control data before sending to platforms)
• Setup requirements: Cloud hosting (Google Cloud Run recommended), domain mapping (e.g., track.yourdomain.com), client-side GTM sends to server container, server container routes to Google Ads, GA4, Meta, etc.
• Cost: $50-200/month for hosting depending on traffic volume
• Data recovery: Typically recovers 10-20% additional conversion data vs client-side only

Meta Conversion API (CAPI)

• What: Server-to-server event tracking, independent of browser
• Implementation options:
  • Partner integrations (Shopify, WooCommerce, WordPress plugins) — easiest
  • Google Tag Manager server-side — moderate complexity, most flexible
  • Direct API — most control, requires development resources
• Event deduplication: Critical. Use event_id parameter matching between pixel and CAPI events to prevent double-counting.
• Event Match Quality (EMQ): Target score of 6.0+. Send hashed email, phone, first name, last name, city, state, zip, country with events.
• Impact: Recovers 15-30% of conversions lost to browser restrictions and ad blockers

TikTok Events API

• Similar concept to Meta CAPI — server-side event tracking
• Implementation: Via TikTok partner integrations or direct API
• Recommended events: ViewContent, AddToCart, InitiateCheckout, CompletePayment, SubmitForm

Google Enhanced Conversions

• What: Hashes first-party customer data (email, phone, address) and sends to Google for improved conversion matching
• Two types:
  • Enhanced Conversions for Web: Matches website conversions to Google users
  • Enhanced Conversions for Leads: Matches offline conversions (CRM) to Google ad clicks
• Implementation: Via GTM tag, Google tag (gtag.js), or Google Ads API
• Impact: Recovers 5-15% additional conversions

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3. Google Consent Mode v2

What It Is

A framework that adjusts Google tag behavior based on user consent status. Required for advertisers targeting EEA users to continue using audience features.

Two New Parameters (Added 2024)

Implementation

1. Choose a Google-certified Consent Management Platform (CMP): Cookiebot, OneTrust, Usercentrics, Iubenda
2. Install CMP on website
3. Configure GTM tags to respect consent signals
4. Set default consent state (denied for EEA visitors, granted for others — depends on legal advice)
5. Enable Consent Mode in GTM container settings
6. Advanced mode (recommended): Tags fire in restricted mode when consent denied — Google still models conversions using aggregate data. Basic mode blocks tags entirely.

Modeled Data

When users deny consent, Google uses machine learning to model the conversions and behavior that would have occurred. Typically 60-80% accuracy compared to observed data. Accept that some measurement uncertainty is permanent in the privacy era.

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4. iOS App Tracking Transparency (ATT)

Impact (Since iOS 14.5, 2021)

• ~75-80% of iOS users opt out of tracking
• iOS represents ~27% of global mobile, ~55% in US
• Meta Ads most impacted: estimated 15-30% revenue impact for advertisers

Current Workarounds

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5. Attribution Models

Model Comparison

Incrementality Testing

The gold standard for understanding true causal impact of marketing spend.

Methods:

• Geographic holdout: Run ads in some regions, not others. Compare performance.
• Ghost ads / PSA test: Show a public service ad instead of your ad to a control group. Compare conversion rates.
• Conversion lift studies: Platform-native (Meta, Google offer these). Randomized control trial within the platform.
• Budget on/off testing: Turn a channel off for 2-4 weeks, measure impact on overall conversions.

When to use: Annually for major channels, or when considering significant budget changes.

Marketing Mix Modeling (MMM)

• What: Statistical analysis of how each marketing channel contributes to business outcomes
• Data needed: 2+ years of weekly spend and results data by channel, plus external factors (seasonality, promotions, competitor activity)
• Tools: Google Meridian (open-source), Meta Robyn (open-source), custom R/Python models, agency-built models
• Best for: Budget allocation decisions across channels, understanding offline media impact
• Limitation: Requires significant data, statistical expertise, and doesn't help with real-time optimization

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6. First-Party Data Strategies

Building First-Party Audiences

Customer Data Platform (CDP)

• What: Unified customer database that connects data from all sources (website, email, CRM, support, product)
• When needed: When you have 3+ data sources, 10,000+ customers, and attribution is a priority
• Options: Segment (developer-friendly), mParticle, Tealium, Rudderstack (open-source), Bloomreach
• Budget alternative: GA4 + BigQuery export + CRM integration covers basic needs

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7. Privacy Sandbox APIs (Chrome)

Topics API

• Replaces: Third-party cookie-based interest targeting
• How it works: Browser assigns users to interest categories (topics) based on browsing history. Advertisers target topics, not individual users.
• Status: Available in Chrome, adoption by ad platforms is gradual
• Impact: Broader targeting than cookies, less precise. Think "category targeting" rather than "individual targeting."

Attribution Reporting API

• Replaces: Third-party cookie-based conversion tracking
• How it works: Browser-mediated conversion attribution with privacy-preserving noise added to reports
• Two report types: Event-level (limited data, delayed) and summary (aggregated, more timely)
• Impact: Workable but less precise than current cookie-based attribution

Protected Audience API (formerly FLEDGE)

• Replaces: Third-party cookie-based remarketing
• How it works: On-device auction for remarketing ads. User's interest groups stay on their device.
• Status: Available in Chrome, limited adoption
• Impact: Remarketing remains possible but with less control and transparency

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8. Tracking Setup Checklist

Essential (Day 1)

• GA4 with key events configured (form submissions, purchases, signups)
• Google Ads conversion tracking with enhanced conversions
• Meta Pixel with standard events + CAPI
• UTM parameters on all campaign links
• Consent banner (required for GDPR/CCPA compliance)

Recommended (Month 1)

• Google Tag Manager (client-side) for tag management
• TikTok Pixel + Events API (if running TikTok Ads)
• LinkedIn Insight Tag (if running LinkedIn Ads)
• Consent Mode v2 (if targeting EU)
• Cross-domain tracking (if multiple domains in conversion path)

Advanced (Quarter 1-2)

• Google Tag Manager server-side container
• Customer Data Platform or GA4 + BigQuery
• Offline conversion import (CRM → Google Ads, Meta)
• Marketing mix modeling or incrementality testing program
• Data clean room setup (for advanced audience collaboration)

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Supporting file: references/programmatic.md

Programmatic & Display Strategy

Guidance for programmatic advertising, DSP selection, CTV, and brand safety. For extended best practices on contextual targeting and Retail Media Networks, see ./references/best-practices.md.

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1. DSP Selection

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2. Targeting Strategies

Contextual

• Page content relevance
• Privacy-safe, increasing importance post-cookie

Behavioral

• Past browsing, purchase intent signals

First-Party Data

• CRM lists, website visitors, app users
• Most valuable post-cookie

Geo-Targeting

• DMA, zip code, radius targeting for local campaigns

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3. Connected TV (CTV)

Creative

• Non-skippable 15s or 30s spots
• Streaming inventory (Hulu, Peacock, Roku, Tubi, Pluto TV)
• Household-level targeting

Measurement

• Brand lift studies
• Website visit lift
• Complement with retargeting on mobile and desktop

Creative Specifications

• 16:9 horizontal format, 1920x1080 minimum
• High production value required (big-screen context)
• Audio is critical: CTV is sound-on experience
• Include clear branding throughout
• Add QR codes for direct response campaigns

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4. Brand Safety

Verification

• Pre-bid brand safety verification (IAS, DoubleVerify, MOAT)
• Inclusion lists over exclusion lists
• Avoid made-for-advertising (MFA) sites

Monitoring

• Monitor placement reports weekly
• Set viewability thresholds (50%+ in-view for display, 100% in-view for video)

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5. Retail Media Networks (RMN)

Major Networks (2025-2026)

• Amazon Ads: Sponsored Products, Brands, Display, DSP
• Walmart Connect: on-site search, display, off-site programmatic
• Target Roundel: on-site and off-site
• Kroger Precision Marketing: grocery-specific purchase data
• Instacart Ads: CPG and grocery brands

Why RMN Matters

• First-party purchase data enables closed-loop attribution
• Advertising at point of purchase captures high-intent shoppers
• Privacy-safe: based on retailer first-party data

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Supporting file: references/shared-patterns.md

Shared Skill Patterns

These patterns are referenced by all marketing specialist skills. Read them as part of your operating instructions.

Starting Context Router

Choose the starting mode before doing the work. Brand workspace context is preferred, but do not block progress if the user provides a real codebase or live URL.

Context A — Blank Page / Strategy Work

Use when the user needs strategy, planning, or a fresh roadmap. Read brand and SOSTAC context first when available, then align recommendations to audience, objections, and business goals.

Context B — Existing Local Codebase / Implementation Work

Use when the user wants changes made or specified in an existing repository, site, product, or app. Before proposing changes, deeply research the codebase: inspect the stack, architecture, relevant files, dependencies, and existing patterns. Match existing conventions before changing anything.

Context C — Live Website URL Audit

Use when the user provides a public URL for review. Audit the live experience first. If brand files are missing, use the live page and visible structure as the working source of truth.

Pre-Flight: Read Strategic Context

Before any specialist work, read these files in order when available:

1. ./brands/{brand-slug}/brand-context.md — brand identity, audience, USP
2. ./brands/{brand-slug}/product-marketing-context.md — deep positioning, customer language, objections
3. ./brands/{brand-slug}/sostac/03-strategy.md — target segments, positioning
4. ./brands/{brand-slug}/sostac/04-tactics.md — channel plan, priorities

If brand files are missing but a codebase or live URL is available, continue with that as the working source of truth rather than blocking progress.

agent-browser Setup

Before running browser-based research, check if agent-browser is available (agent-browser --version). If the command is not found, install it:

# Install the agent-browser skill (recommended)
npx skills add https://github.com/vercel-labs/agent-browser --skill agent-browser

# Or install the CLI directly
npm install -g agent-browser && npx playwright install chromium

If installation fails, use WebFetch and WebSearch tools as alternatives for all research tasks.

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Supporting file: references/tiktok-ads.md

TikTok Ads Strategy

Guidance for TikTok advertising including Spark Ads and TikTok Shop. For extended best practices on creative and Smart Performance Campaigns, see ./references/best-practices.md.

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1. Campaign Setup

Objectives

• Awareness: reach, video views
• Consideration: traffic, app installs, video views
• Conversion: website conversions, catalog sales, lead gen

Spark Ads

• Boost organic posts from your account or creator accounts
• Higher engagement than standard ads
• Retains social proof (likes, comments, shares)

Targeting

• Interest and behavior categories
• Custom audiences (pixel, app, engagement)
• Lookalikes, hashtag interaction targeting

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2. Creative Best Practices

Format Requirements

• Vertical 9:16 only
• 15-30 seconds optimal
• Native-feeling content outperforms polished ads

Hook Strategy

• Hook in first 1-2 seconds
• Text overlays for key messages
• Show the product in use within first 3 seconds
• CTA in final 3 seconds

Creative Refresh

• Every 7-14 days - creative fatigue hits fast on TikTok
• Rotate 3-5 creatives per ad group minimum

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3. TikTok Shop

Ad Formats

• Video Shopping Ads: shoppable product cards overlaid on video
• LIVE Shopping Ads: promote live shopping events
• Product Shopping Ads: catalog-based similar to dynamic product ads
• Creator affiliate: partner with creators who earn commission

Best Practices

• In-app checkout reduces friction dramatically
• Product feed quality matters: clear images, accurate titles, competitive pricing
• Creator content driving to TikTok Shop outperforms brand-produced content
• Combine organic TikTok Shop presence with paid amplification via Spark Ads

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4. TikTok Search Ads

• Keyword-targeted placements in TikTok search results
• Toggle on "Search Ads" within existing in-feed campaigns
• High intent signal: users searching on TikTok have purchase intent
• Creative should answer the search query directly
• Monitor search term reports and add negative keywords

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5. Creator Partnership Framework

1. Brief creators with product samples and 3-5 key talking points (not scripts)
2. Request 3+ content variations per creator
3. Test creator content as Spark Ads with small budgets ($20-50/day per creative)
4. Scale winners to $100-500/day based on CPA performance
5. Negotiate usage rights for 60-90 days minimum