aitytech/paid-advertising
skills/paid-advertising/SKILL.md
Paid media strategy and optimization across platforms. Use when planning paid campaigns, optimizing ad performance, managing budgets, or setting up tracking for paid channels.
$ install --global
skillsauthnpx skillsauth add aitytech/agentkits-marketing paid-advertisingInstall this skill globally with one command. Works with Claude Code, Cursor, and Windsurf.
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Last scanned: Apr 1, 2026, 10:23 PM67.8s6 files scanned
SKILL.md
- 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.
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
- Pixel/Tracking First: Never launch without proper tracking
- Exclusion Lists: Exclude converters, competitors, irrelevant audiences
- Naming Conventions: Consistent, searchable campaign names
- UTM Discipline: Track all campaigns in analytics
Creative Excellence
- Hook in 3 Seconds: Capture attention immediately
- Mobile-First: Design for mobile, adapt to desktop
- Test Variations: 3-5 creatives per ad set minimum
- Refresh Regularly: Combat creative fatigue
Optimization Excellence
- Let Data Accumulate: 50+ conversions before major changes
- One Variable at a Time: Isolate what's working
- Weekly Review Cadence: Regular but not daily changes
- 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 advertisingreferences/google-ads.md- Search and displayreferences/linkedin-ads.md- B2B advertisingreferences/tiktok-ads.md- TikTok advertising
Related Commands
/content/ads- Create ad copy for platforms/analytics/roi- Calculate campaign ROI/campaign/plan- Full campaign planning
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