Advertising

---
context: fork
name: advertising
description: "Designs paid advertising campaigns with creative briefs, platform constraints, and bidding strategy optimization for Google Ads, Meta Ads, and LinkedIn Ads. Use when user asks about advertising, ad copy, paid media, Google Ads, Meta Ads, PPC, retargeting, creative brief, 광고, 유료 광고, or 리타겟팅."
lang: [en, ko]
platforms: [claude-code, gemini-cli, codex-cli, cursor]
level: 3
triggers:
  - "advertising"
  - "ad copy"
  - "paid media"
  - "Google Ads"
  - "Meta Ads"
  - "PPC"
  - "creative brief"
agents:
  - "ad-specialist"
tokens: "~3K"
category: "marketing"
source_hash: 4a34a6c2
whenNotToUse: "Organic/unpaid content creation, SEO copywriting, or brand storytelling that does not involve paid media placement, bidding strategy, or platform ad accounts."
---

# Advertising

## When This Skill Applies
- Creating ad copy for search, social, and display campaigns
- Designing creative briefs and campaign structures
- Optimizing bidding strategies and quality scores
- Planning retargeting and lookalike audience campaigns
- Managing ad budget allocation across channels

## Core Guidance

### 1. Ad Campaign Process
```
Objective -> Audience -> Channel Selection -> Campaign Structure -> Creative Brief -> Ad Copy -> A/B Variants -> Launch -> Optimize -> Report
```

### 2. Campaign Objectives Mapping

| Objective | Best Channels | Bid Strategy | Primary Metric |
|-----------|-------------|-------------|---------------|
| Awareness | Display, Social, Video | CPM | Impressions, Reach |
| Traffic | Search, Social | CPC | Clicks, CTR |
| Leads | Search, Social, Display | CPA | Lead volume, CPL |
| Conversions | Search, Retargeting | Target CPA/ROAS | Conversions, CPA |
| Sales | Shopping, Retargeting | Target ROAS | Revenue, ROAS |

### 3. Platform Ad Formats

#### Google Ads
| Format | Specs | Best For |
|--------|-------|---------|
| Search | 15 headlines (30 chars), 4 descriptions (90 chars) | Intent capture |
| Display | 1200x628, 300x250, 728x90 | Awareness, retargeting |
| Video | 6s bumper, 15-30s skippable | Brand, consideration |
| Shopping | Product feed + images | E-commerce |
| Performance Max | All formats, automated | Full-funnel |

#### Meta Ads (Facebook/Instagram)
| Format | Specs | Best For |
|--------|-------|---------|
| Single Image | 1080x1080, 125 char primary | Awareness, traffic |
| Carousel | 2-10 cards, 1080x1080 each | Products, storytelling |
| Video | 1:1 or 9:16, 15-60s | Engagement, awareness |
| Stories/Reels | 9:16, 1080x1920 | Reach, younger demos |
| Lead Forms | In-platform form | Lead generation |

#### LinkedIn Ads
| Format | Specs | Best For |
|--------|-------|---------|
| Sponsored Content | 600x600 image, 150 char intro | B2B awareness |
| Message Ads | Direct to inbox | High-value B2B |
| Conversation Ads | Branching CTA messages | Lead gen, event |
| Document Ads | PDF/carousel in feed | Thought leadership |

### 4. Campaign Structure

```
Account
└── Campaign (objective, budget, schedule)
    └── Ad Group / Ad Set (targeting, bidding)
        └── Ads (creative variants)
```

**Best Practices**:
- 3-5 ad groups per campaign
- 3-5 ads per ad group for testing
- Single theme/intent per ad group
- Separate brand vs. non-brand campaigns
- Dedicated retargeting campaigns

### 5. Quality Score Factors (Google Ads)

| Factor | Weight | Optimization |
|--------|--------|-------------|
| Expected CTR | ~35% | Compelling headlines, strong CTAs |
| Ad Relevance | ~25% | Keyword-headline alignment |
| Landing Page | ~40% | Fast, relevant, mobile-friendly |

### 6. Audience Targeting Layers

| Layer | Type | Example |
|-------|------|---------|
| Demographics | Age, gender, income | "25-45, household income top 25%" |
| Interest | Topics, behaviors | "Marketing technology enthusiasts" |
| Intent | Search behavior, in-market | "Actively researching CRM software" |
| Custom | Website visitors, lists | "Visited pricing page last 30 days" |
| Lookalike | Similar to seed audience | "1% lookalike of converters" |

### 7. Ad Copy Variant Angles

| Angle | Approach | Example Headline |
|-------|----------|-----------------|
| Benefit | Lead with outcome | "Cut Your CAC by 40%" |
| Urgency | Time pressure | "Limited Spots - Enroll Today" |
| Social Proof | Credibility | "Trusted by 5,000+ Teams" |
| Curiosity | Intrigue | "The Secret to 3x Pipeline Growth" |
| Problem | Pain point | "Tired of Manual Reporting?" |

## Output Format
```
AD CAMPAIGN
===========
Objective:  [awareness|traffic|leads|conversions|sales]
Channel:    [platform]
Audience:   [targeting description]
Budget:     [amount/period]

CREATIVE BRIEF
--------------
Message:    [core value proposition]
Tone:       [voice/style]
CTA:        [desired action]

AD VARIANTS
-----------
Variant [n]: [angle]
  Headline:    [text] ([count]/[limit])
  Description: [text] ([count]/[limit])
  CTA:         [button text]
  Visual:      [concept/specs]

FORMAT COMPLIANCE
-----------------
[element]: [PASS|OVER LIMIT] ([count]/[limit])
```

## Quick Reference

**Channels**: Google Ads, Meta Ads, LinkedIn Ads, Twitter Ads, TikTok Ads
**Objectives**: awareness, traffic, leads, conversions, sales
**Ad Angles**: benefit, urgency, social proof, curiosity, problem

---

## Rules

- Always state the CTA explicitly in every ad variant.
- Always include at least 3 ad variants per ad group for testing.
- Always verify ad copy fits the platform's character and format limits.
- Always define a measurable campaign objective before writing any creative.
- Always include negative keyword lists for search campaigns.
- Never promise results without an evidence qualifier ("on average", "based on", "up to").
- Never launch a campaign without a defined kill criterion (CPA ceiling or ROAS floor).
- Never use broad match keywords without conversion signal data and negative keyword hygiene.
- Never rely on a single creative per ad set for campaigns longer than 7 days.
- Never report on CTR alone without post-click conversion metrics.

## References

- See `${CLAUDE_SKILL_DIR}/references/platform-specs.md` for platform specifications and ad format requirements
- See `${CLAUDE_SKILL_DIR}/references/bidding-strategy-guide.md` for bidding strategy and audience targeting guide


## Rationalizations

The following table captures common excuses agents make to skip the rigor of this marketing practice, paired with factual rebuttals.

| Excuse | Rebuttal |
|--------|----------|
| "Last-click attribution is good enough." | Last-click systematically undervalues upper-funnel channels by 40-60%; use data-driven or MTA models before reallocating budget. |
| "CTR is the north star for creative." | High CTR with low post-click conversion burns budget; optimize to CPA or ROAS, not vanity engagement. |
| "Broad match will let the algorithm find us winners." | Broad match without negative keyword hygiene and conversion signals produces 30-70% wasted spend on irrelevant queries. |
| "We only need one creative per ad set." | Creative fatigue sets in within 7-14 days on Meta; without 4-6 rotating variants, frequency climbs and CPM rises. |
| "Lifetime budget is simpler than daily pacing." | Lifetime budgets concentrate delivery on early/late days and miss dayparting signals; daily budgets with bid caps give predictable pacing. |