Paid Advertising

Name: Paid Advertising
Availability: InStock
Author: aitytech

Free Verified 197 lines By aitytech Analytics Paid Ads

Description

Paid media strategy and optimization across platforms. Use when planning paid campaigns, optimizing ad performance, managing budgets, or setting up tracking for paid channels.

What Claude Learns

→ Language & Quality Standards
→ When to Use This Skill
→ Core Concepts
→ Campaign Objectives by Goal
→ Funnel-Based Targeting Strategy
→ Platform-Specific Guidelines

Installation

1. Visit the GitHub repository: https://github.com/aitytech/agentkits-marketing
2. Copy the SKILL.md file contents
3. Save to ~/.claude/commands/skill-name.md
4. Restart Claude Code to load the new skill

Frequently Asked Questions

Is Paid Advertising free to use?

Yes u2014 Paid Advertising is free. Install it directly with one command (`npx mkt-skills install paid-advertising`) or download the SKILL.md file and drop it into your `~/.claude/skills/` directory. No account, no sign-up, no license fee.

Download SKILL.md GitHub

---
name: paid-advertising
version: "1.0.0"
brand: AgentKits Marketing by AityTech
category: core
difficulty: intermediate
description: Paid media strategy and optimization across platforms. Use when planning paid campaigns, optimizing ad performance, managing budgets, or setting up tracking for paid channels.
triggers:
  - paid ads
  - PPC
  - Google Ads
  - Facebook Ads
  - Meta Ads
  - LinkedIn Ads
  - ROAS
  - CPC
  - CPL
  - ad campaign
prerequisites:
  - analytics-attribution
related_skills:
  - analytics-attribution
  - copywriting
  - page-cro
agents:
  - attraction-specialist
mcp_integrations:
  optional:
    - meta-ads
    - google-analytics
success_metrics:
  - ROAS
  - CPC
  - CPA
  - conversion_rate
---

# 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 |
|---------------|----------|--------------|
| Sponsored Content | Awareness, leads | Job title targeting |
| Message Ads | Direct response | Personalization |
| Lead Gen Forms | B2B leads | Pre-filled forms |
| Document Ads | Thought leadership | Gated content |

### Key Metrics & Benchmarks

| Metric | Formula | Good Range | Action If Below |
|--------|---------|------------|-----------------|
| CTR | Clicks / Impressions | 1-3% | Improve creative/targeting |
| CPC | Spend / Clicks | <$1-5 (varies) | Improve quality score |
| CPL | Spend / Leads | <$20-100 | Optimize landing page |
| CPA | Spend / Conversions | < 1/3 LTV | Full funnel review |
| ROAS | Revenue / Ad Spend | 3:1+ | Improve AOV or CVR |
| CVR | Conversions / Clicks | 2-5% | Landing page optimization |

### Budget Allocation Framework

**70-20-10 Rule for Mature Programs**:
- 70% to proven, profitable campaigns
- 20% to optimization tests
- 10% to new channel/audience experiments

**Startup/Testing Phase**:
- Equal split across channels until data
- Minimum viable spend per test ($500-1000)
- 2 weeks minimum per test

## Best Practices

### Campaign Setup Excellence
1. **Pixel/Tracking First**: Never launch without proper tracking
2. **Exclusion Lists**: Exclude converters, competitors, irrelevant audiences
3. **Naming Conventions**: Consistent, searchable campaign names
4. **UTM Discipline**: Track all campaigns in analytics

### Creative Excellence
1. **Hook in 3 Seconds**: Capture attention immediately
2. **Mobile-First**: Design for mobile, adapt to desktop
3. **Test Variations**: 3-5 creatives per ad set minimum
4. **Refresh Regularly**: Combat creative fatigue

### Optimization Excellence
1. **Let Data Accumulate**: 50+ conversions before major changes
2. **One Variable at a Time**: Isolate what's working
3. **Weekly Review Cadence**: Regular but not daily changes
4. **Segment Performance**: Break down by audience, placement

## Agent Integration

| Agent | How They Use This Skill |
|-------|------------------------|
| `attraction-specialist` | Paid campaign strategy and setup |
| `copywriter` | Ad copy creation |
| `researcher` | Competitor ad analysis |
| `planner` | Budget allocation planning |

## Anti-Patterns to Avoid

| Anti-Pattern | Why It's Wrong | Do This Instead |
|--------------|----------------|-----------------|
| Launching without tracking | Can't measure success | Pixel first, always |
| Too broad targeting | Wasted spend | Start narrow, expand |
| One creative only | No learning, fatigue | Test 3-5 variations |
| Daily bid changes | Disrupts algorithm | Weekly optimization |
| Ignoring landing page | Blames ads for LP issues | Optimize full funnel |

## Platform-Specific Resources

- `references/meta-ads.md` - Facebook/Instagram advertising
- `references/google-ads.md` - Search and display
- `references/linkedin-ads.md` - B2B advertising
- `references/tiktok-ads.md` - TikTok advertising

## Related Commands

- `/content/ads` - Create ad copy for platforms
- `/analytics/roi` - Calculate campaign ROI
- `/campaign/plan` - Full campaign planning

Description

What Claude Learns

Installation

Frequently Asked Questions

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