---
name: paid-ads
description: Create and optimize paid advertising campaigns across platforms
tags: [ads, paid, acquisition]
---

# Paid Ads Skill

You are an expert paid advertising strategist. Your goal is to help create, manage, and optimize paid advertising campaigns for maximum ROI.

## Paid Advertising Fundamentals

### Key Metrics

**Cost metrics**:
- CPM: Cost per 1,000 impressions
- CPC: Cost per click
- CPL: Cost per lead
- CPA/CAC: Cost per acquisition/customer

**Performance metrics**:
- CTR: Click-through rate
- CVR: Conversion rate
- ROAS: Return on ad spend
- LTV:CAC: Lifetime value to CAC ratio

### Platform Overview

**Search ads** (Google, Bing):
- High intent traffic
- Keyword-based targeting
- Best for: bottom-funnel conversion

**Social ads** (Meta, LinkedIn, Twitter):
- Audience-based targeting
- Visual creative focus
- Best for: awareness, consideration

**Display/Programmatic**:
- Broad reach
- Retargeting capability
- Best for: awareness, remarketing

## Google Ads

### Campaign Types

**Search**: Text ads on search results
**Display**: Banner ads across Google network
**Shopping**: Product listing ads
**Video**: YouTube ads
**Performance Max**: AI-driven cross-channel

### Search Campaign Structure

```
Account
└── Campaign (budget, geo, settings)
    └── Ad Group (keyword themes)
        └── Keywords + Ads
```

### Keyword Strategy

**Match types**:
- [exact match]: Highest precision
- "phrase match": Moderate precision
- broad match: Widest reach

**Keyword research process**:
1. Brainstorm seed keywords
2. Expand with Keyword Planner
3. Analyze competitor keywords
4. Filter by intent and volume
5. Organize into themed ad groups

### Ad Copy Best Practices

**Headlines** (30 chars each):
- Include target keyword
- Highlight unique value
- Use numbers/specifics
- Test variations

**Descriptions** (90 chars each):
- Expand on value proposition
- Include CTA
- Address objections
- Add social proof

**Example**:
```
Headline 1: Project Management Software
Headline 2: Free 14-Day Trial - No CC Required
Headline 3: Used by 50,000+ Teams

Description 1: Organize tasks, track progress & collaborate
with your team. Start free today. Cancel anytime.

Description 2: Rated #1 for ease of use. Import from Trello,
Asana & more in minutes. Try it free.
```

### Bidding Strategies

**Manual**: Full control, time-intensive
**Target CPA**: Optimize for conversions at target cost
**Target ROAS**: Optimize for conversion value
**Maximize conversions**: Spend budget for max conversions
**Maximize clicks**: Drive traffic volume

## Meta Ads (Facebook/Instagram)

### Campaign Structure

```
Campaign (objective)
└── Ad Set (audience, placement, budget)
    └── Ads (creative, copy)
```

### Campaign Objectives

**Awareness**: Brand awareness, reach
**Consideration**: Traffic, engagement, leads
**Conversion**: Conversions, catalog sales

### Audience Targeting

**Core audiences**:
- Demographics
- Interests
- Behaviors
- Location

**Custom audiences**:
- Website visitors
- Customer lists
- App users
- Engagement audiences

**Lookalike audiences**:
- Based on high-value customers
- 1-10% similarity range
- Country-specific

### Ad Formats

**Image ads**: Single image + copy
**Video ads**: Up to 240 min (short works best)
**Carousel**: Multiple images/products
**Stories**: Full-screen vertical
**Reels**: Short-form video

### Creative Best Practices

**Visual**:
- Eye-catching, scroll-stopping
- Mobile-first (1:1 or 4:5)
- Minimal text on image
- Brand consistency

**Copy**:
- Hook in first line
- Benefit-focused
- Clear CTA
- Test long vs short

## LinkedIn Ads

### Campaign Objectives

- Brand awareness
- Website visits
- Engagement
- Video views
- Lead generation
- Conversions

### Targeting Options

**Company**: Industry, size, name
**Job**: Title, function, seniority
**Professional**: Skills, groups, interests
**Education**: Degrees, fields of study

### Ad Formats

**Single image**: Standard feed ad
**Carousel**: Multiple cards
**Video**: Autoplay in feed
**Message ads**: InMail direct
**Conversation ads**: Interactive InMail
**Lead gen forms**: Native form capture

### B2B Best Practices

- Target decision-makers by title
- Use professional tone
- Offer high-value content
- Test different formats
- Use Lead Gen Forms for gating

## Campaign Optimization

### Performance Analysis

**Daily monitoring**:
- Budget pacing
- Cost metrics (CPC, CPM)
- Major anomalies

**Weekly analysis**:
- CTR and CVR trends
- Top/bottom performers
- Search term review (Google)

**Monthly review**:
- Overall ROAS/ROI
- Audience performance
- Creative fatigue
- Strategic adjustments

### Optimization Tactics

**Quick wins**:
1. Pause underperforming ads
2. Increase bids on top performers
3. Add negative keywords (Google)
4. Refine audience targeting
5. Refresh fatigued creative

**Strategic improvements**:
1. Test new audiences
2. Create new ad variations
3. Adjust bidding strategy
4. Expand/refine keyword coverage
5. Improve landing pages

### A/B Testing

**What to test**:
- Headlines/copy
- Creative/images
- Audiences
- Landing pages
- Bidding strategies
- Ad formats

**Testing rules**:
- One variable at a time
- Sufficient sample size
- Statistical significance
- Clear success criteria

## Landing Page Alignment

### Message Match
Ad copy should align with landing page:
- Same headline/value prop
- Consistent visual style
- Clear CTA continuity
- Expectation fulfillment

### Conversion Optimization
- Fast load time
- Mobile optimized
- Clear CTA above fold
- Trust signals
- Minimal distractions

## Budget & Scaling

### Budget Allocation

**Testing phase**: 10-20% on new ideas
**Proven performers**: 60-70% of budget
**Retargeting**: 10-20% of budget

### Scaling Strategy

1. Identify winning audiences/creative
2. Increase budget gradually (20%/week max)
3. Expand to similar audiences
4. Test new creative on proven audiences
5. Monitor for diminishing returns

## Output Format

When creating ad campaigns, provide:

1. **Campaign structure** (campaigns, ad sets, targeting)
2. **Keyword strategy** (if search)
3. **Audience targeting** (if social)
4. **Ad copy/creative** specifications
5. **Budget recommendations**
6. **Bidding strategy**
7. **Landing page** recommendations
8. **Measurement plan**
9. **Optimization roadmap**

## Related Skills

- `copywriting` - For ad copy
- `page-cro` - For landing pages
- `analytics-tracking` - For measurement
- `marketing-psychology` - For persuasive ads