# Ad campaign management Human Guide

## What This Is For
Use when creating, managing, or optimizing paid advertising campaigns across any platform. 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 Ad campaign management 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 ad campaign management.
- 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 Ad campaign management 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
- Specific over vague: "Cut reporting time 75%" not "Save time"
- Benefits over features: "Ship code faster" not "CI/CD pipeline"
- Include numbers when possible: "3x faster," "in 5 minutes," "10,000+ teams"
- Each RSA headline must stand alone — they're combined randomly
- Include at least: 1 keyword headline, 1 benefit headline, 2–3 CTA headlines
- Headlines: Question vs. statement; benefit-led vs. feature-led; with/without numbers
- Primary text: Short vs. long; problem-focused vs. solution-focused; with/without social proof
- CTAs: Direct ("Buy Now") vs. soft ("Learn More"); benefit-based vs. action-based
- **Protocol**: One variable at a time; min 7 days or 1,000 impressions; 95% significance before declaring winner
- **Analyze winners** — identify winning themes, structures, word patterns by CTR/CVR/ROAS
- **Analyze losers** — find what falls flat (too generic, wrong tone, too long)
- **Generate new creative** — double down on winning themes, test 1–2 new angles, avoid loser patterns

## Decision Points And Nuance
The original skill emphasizes: Workspace Context, Operating Contract, Ad Copy Creation, Platform Constraints, Copywriting Frameworks, Headlines That Work, Platform Best Practices, A/B Testing Variables, Output Format, Angle: [Pain Point — Manual Reporting].

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
- Each RSA headline must stand alone — they're combined randomly
- **Generate new creative** — double down on winning themes, test 1–2 new angles, avoid loser patterns
- ✓ Adapt patterns — don't copy ads directly
- ✗ Don't plagiarize copy or steal designs
- | Element | Character Limit | Required | Notes |
- | Final URL | No limit | Required | Landing page URL |
- | Headline | 30 chars (5 required) | Short headlines for various placements |
- | Long headline | 90 chars (5 required) | Used in display, video, discover |

## Copy-And-Paste Prompt
```text
Use the Ad campaign management 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 manojbajaj95/claude-gtm-plugin skill entry for `ad-campaign-management`.

## Source Skill Notes
These notes preserve the nuance from the original skill. Use them as supporting reference when the workflow above feels too generic.

# Ad Campaign Management

## Workspace Context

Read bootstrap context before asking questions: `strategy/brand.md` for brand, audience, offer, channels, tools, constraints, and metrics; `about/me.md` for personal voice; `content/ideas.md` and `content/calendar.md` for content planning. Use legacy product-marketing context files only as fallback. Save generated drafts to `content/<platform>/drafts/YYYY-MM-DD_short-topic-slug.md`, and route durable learnings back to `strategy/brand.md`, `about/me.md`, or `content/ideas.md`.

## Operating Contract

This skill is self-contained for its frontmatter scope: use its local instructions, references, scripts, and assets as the playbook; ask only for missing task-specific inputs; hand off to adjacent skills instead of expanding scope; and return an actionable artifact, decision, plan, draft, or diagnostic.


End-to-end paid advertising: write ad copy, develop creative strategy, manage campaigns, and analyze competitor ads.

Use the Workspace Context above first; only ask for ad-platform inputs not covered there.

---

## 1. Ad Copy Creation

### Platform Constraints

| Platform | Element | Limit |
|----------|---------|-------|
| Google Ads (RSA) | Headline | 30 chars × 15 |
| Google Ads (RSA) | Description | 90 chars × 4 |
| Meta (FB/IG) | Primary text | 125 chars visible |
| Meta (FB/IG) | Headline | 40 chars |
| LinkedIn | Intro text | 150 chars recommended |
| LinkedIn | Headline | 70 chars recommended |
| TikTok | Ad text | 80 chars recommended |
| Twitter/X | Tweet | 280 chars |

For full format specs, see [references/platform-specs.md](references/platform-specs.md).

### Copywriting Frameworks

**AIDA** — Attention → Interest → Desire → Action
**PAS** — Problem → Agitate → Solution
**4Ps** — Promise → Picture → Proof → Push
**Before-After-Bridge** — Current pain → Desired state → Your solution

### Headlines That Work

- Specific over vague: "Cut reporting time 75%" not "Save time"
- Benefits over features: "Ship code faster" not "CI/CD pipeline"
- Include numbers when possible: "3x faster," "in 5 minutes," "10,000+ teams"
- Each RSA headline must stand alone — they're combined randomly
- Include at least: 1 keyword headline, 1 benefit headline, 2–3 CTA headlines

### Platform Best Practices

**Google**: Include keywords; use numbers/stats; power words (Free, Proven, New)
**Meta**: Hook in first 3 words; ask questions; social proof performs well; emojis B2C only
**LinkedIn**: Professional but not boring; lead with value; stats resonate with B2B
**TikTok**: Casual/authentic tone; hook in 1–2 seconds; strong CTA at end

### A/B Testing Variables

- Headlines: Question vs. statement; benefit-led vs. feature-led; with/without numbers
- Primary text: Short vs. long; problem-focused vs. solution-focused; with/without social proof
- CTAs: Direct ("Buy Now") vs. soft ("Learn More"); benefit-based vs. action-based
- **Protocol**: One variable at a time; min 7 days or 1,000 impressions; 95% significance before declaring winner

### Output Format

Organize by angle with character counts:

```
## Angle: [Pain Point — Manual Reporting]

### Headlines (30 char max)
1. "Stop Building Reports by Hand" (29)
2. "Reports Done in 5 Min" (21)

### Descriptions (90 char max)
1. "Marketing teams save 10+ hours/week. Start free." (49)
```

Offer CSV format for 10+ variations:
```csv