@mytechtoday/augment-extensions 0.4.0 → 0.5.0

package/augment-extensions/domain-rules/marketing-standards/seo-sales-marketing/rules/ppc-advertising.md

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+# PPC and Advertising Standards
+
+## Overview
+
+Best practices for pay-per-click advertising including Google Ads, Facebook Ads, LinkedIn Ads, and other paid advertising platforms. Covers ad copy, targeting, bidding strategies, and landing page optimization.
+
+---
+
+## Google Ads Standards
+
+### Search Ads
+
+**Ad Components**:
+- **Headlines**: 3 headlines, 30 characters each
+- **Descriptions**: 2 descriptions, 90 characters each
+- **Display URL**: 15 characters for each path field
+- **Extensions**: Sitelinks, callouts, structured snippets
+
+**Headline Best Practices**:
+- Include primary keyword in Headline 1
+- Use numbers and statistics ("Save 30%", "5-Star Rated")
+- Create urgency ("Limited Time", "Today Only")
+- Include brand name in Headline 3
+- Test different variations
+
+**Description Best Practices**:
+- Highlight unique value proposition
+- Include call-to-action
+- Address pain points
+- Mention benefits, not just features
+- Use emotional triggers
+
+**Example Ad**:
+```
+Headline 1: Content Marketing Services | Proven Results
+Headline 2: Increase Traffic by 300% | Free Consultation
+Headline 3: Trusted by 500+ Companies
+
+Description 1: Expert content marketing strategies that drive real results. SEO-optimized content, social media, and email campaigns.
+Description 2: Get a free strategy session. No contracts. Cancel anytime.
+
+Display URL: example.com/content-marketing
+```
+
+### Responsive Search Ads (RSAs)
+
+**Best Practices**:
+- Provide 8-15 headlines (Google tests combinations)
+- Provide 2-4 descriptions
+- Pin important headlines (brand, primary keyword)
+- Use dynamic keyword insertion: `{KeyWord:Default Text}`
+- Monitor asset performance and replace low performers
+
+### Ad Extensions
+
+**Sitelink Extensions**:
+- Add 4-6 sitelinks
+- Use action-oriented text ("Get Quote", "View Pricing")
+- Link to relevant landing pages
+
+**Callout Extensions**:
+- Highlight key benefits ("Free Shipping", "24/7 Support")
+- 25 characters each
+- Add 4-6 callouts
+
+**Structured Snippets**:
+- Showcase product/service categories
+- Use predefined headers (Services, Brands, Types)
+
+**Call Extensions**:
+- Add phone number for mobile users
+- Track calls as conversions
+
+---
+
+## Facebook/Meta Ads Standards
+
+### Ad Formats
+
+**Image Ads**:
+- Image size: 1200x628 px (1.91:1 ratio)
+- Text overlay: < 20% of image (no longer enforced but recommended)
+- File size: < 30 MB
+
+**Video Ads**:
+- Length: 15 seconds ideal (up to 240 minutes allowed)
+- Aspect ratio: 1:1 (square) or 4:5 (vertical) for feed
+- Resolution: 1080x1080 px minimum
+- File size: < 4 GB
+- Add captions (85% watch without sound)
+
+**Carousel Ads**:
+- 2-10 cards
+- Image size: 1080x1080 px
+- Headline: 40 characters
+- Description: 20 characters
+
+**Collection Ads**:
+- Cover image/video + product catalog
+- Mobile-only format
+- Great for e-commerce
+
+### Ad Copy
+
+**Primary Text**:
+- Length: 125 characters (before "See More")
+- Hook in first sentence
+- Use emojis sparingly
+- Include clear CTA
+
+**Headline**:
+- 40 characters max
+- Action-oriented
+- Include benefit
+
+**Description**:
+- 30 characters max
+- Supporting detail
+
+**Example**:
+```
+Primary Text: 🚀 Struggling to create content that converts? Our proven framework helped 500+ companies increase traffic by 300%. Get your free strategy session today.
+
+Headline: Free Content Marketing Strategy Session
+Description: No contracts. Cancel anytime.
+```
+
+### Targeting
+
+**Core Audiences**:
+- Demographics: Age, gender, location, language
+- Interests: Hobbies, activities, pages liked
+- Behaviors: Purchase behavior, device usage
+
+**Custom Audiences**:
+- Website visitors (Facebook Pixel)
+- Customer list (email upload)
+- App activity
+- Engagement (video views, lead forms)
+
+**Lookalike Audiences**:
+- Create from custom audiences
+- 1-10% similarity (1% = most similar)
+- Expand reach to similar users
+
+---
+
+## LinkedIn Ads Standards
+
+### Ad Formats
+
+**Sponsored Content**:
+- Single image: 1200x627 px
+- Carousel: 1080x1080 px per card
+- Video: 1920x1080 px (16:9)
+- Intro text: 150 characters (before "See More")
+- Headline: 70 characters
+
+**Message Ads** (InMail):
+- Subject line: 60 characters
+- Message: 1,500 characters
+- CTA: 20 characters
+- Highly targeted, higher cost
+
+**Text Ads**:
+- Headline: 25 characters
+- Description: 75 characters
+- Image: 100x100 px
+- Appears in sidebar
+
+### Targeting
+
+**Professional Targeting**:
+- Job title, function, seniority
+- Company name, industry, size
+- Skills, groups, interests
+- Education (degree, field of study, school)
+
+**Best Practices**:
+- Target decision-makers for B2B
+- Use job title + seniority for precision
+- Exclude irrelevant job functions
+- Minimum audience size: 50,000 (for Sponsored Content)
+
+---
+
+## Ad Copy Best Practices
+
+### Headline Formulas
+
+**Problem-Solution**:
+"Struggling with [Problem]? [Solution] Can Help"
+
+**Benefit-Driven**:
+"Get [Benefit] in [Timeframe]"
+
+**Social Proof**:
+"Join [Number] [Customers] Who [Achieved Result]"
+
+**Question**:
+"Want to [Desired Outcome]?"
+
+**How-To**:
+"How to [Achieve Goal] Without [Pain Point]"
+
+### Power Words
+
+**Urgency**: Limited, Exclusive, Now, Today, Hurry
+**Value**: Free, Save, Discount, Bonus, Guarantee
+**Emotion**: Proven, Trusted, Certified, Award-Winning
+**Action**: Get, Start, Discover, Learn, Join
+
+### A/B Testing
+
+**Test Variables**:
+- Headlines (different benefits, angles)
+- Images/videos (product vs. lifestyle)
+- CTAs (action verbs, urgency)
+- Ad copy length (short vs. long)
+- Targeting (audiences, demographics)
+
+**Testing Framework**:
+- Test one variable at a time
+- Run for statistical significance (1,000+ impressions)
+- Implement winner, test new variant
+- Continuous optimization
+
+---
+
+## Bidding Strategies
+
+### Google Ads Bidding
+
+**Manual CPC**:
+- Full control over bids
+- Good for small budgets or testing
+- Requires active management
+
+**Maximize Clicks**:
+- Automated bidding
+- Get most clicks within budget
+- Good for traffic goals
+
+**Target CPA** (Cost Per Acquisition):
+- Set target cost per conversion
+- Google optimizes bids automatically
+- Requires conversion tracking
+
+**Target ROAS** (Return on Ad Spend):
+- Set target return on ad spend
+- Best for e-commerce
+- Requires conversion value tracking
+
+**Maximize Conversions**:
+- Get most conversions within budget
+- Requires conversion tracking
+- Good for lead generation
+
+### Facebook Ads Bidding
+
+**Lowest Cost**:
+- Spend entire budget, get lowest cost per result
+- Default option
+
+**Cost Cap**:
+- Set maximum cost per result
+- Facebook optimizes within cap
+
+**Bid Cap**:
+- Set maximum bid for auctions
+- More control, less automation
+
+---
+
+## Landing Page Optimization
+
+### Landing Page Best Practices
+
+**Above the Fold**:
+- Clear, compelling headline matching ad copy
+- Subheadline explaining value proposition
+- Hero image or video
+- Primary CTA button (contrasting color)
+
+**Page Structure**:
+- Remove navigation (reduce distractions)
+- Single, focused goal (one CTA)
+- Social proof (testimonials, logos, ratings)
+- Benefits over features
+- Trust signals (security badges, guarantees)
+- Mobile-responsive design
+
+**CTA Button**:
+- Action-oriented text ("Get Started", "Download Now")
+- Contrasting color (stands out)
+- Large enough to click easily (44x44 px min)
+- Repeat CTA if page is long
+
+**Form Optimization**:
+- Ask for minimum information needed
+- Use multi-step forms for complex offers
+- Show progress indicator
+- Explain why you need each field
+- Use autofill and validation
+
+### Message Match
+
+**Consistency**:
+- Headline on landing page matches ad headline
+- Visual style consistent with ad
+- Offer matches ad promise
+- Use same keywords and language
+
+**Example**:
+```
+Ad Headline: "Free Content Marketing Strategy Session"
+Landing Page Headline: "Get Your Free Content Marketing Strategy Session"
+✅ Consistent messaging
+```
+
+### Conversion Rate Optimization (CRO)
+
+**Elements to Test**:
+- Headlines and subheadlines
+- CTA button text and color
+- Form length and fields
+- Images and videos
+- Social proof placement
+- Page layout and design
+
+**Tools**:
+- Google Optimize (A/B testing)
+- Hotjar (heatmaps, session recordings)
+- Crazy Egg (heatmaps, scroll maps)
+- Unbounce (landing page builder with A/B testing)
+
+---
+
+## Campaign Structure
+
+### Google Ads Campaign Structure
+
+**Account Level**:
+- Billing and user access
+
+**Campaign Level**:
+- Budget and bidding strategy
+- Geographic and language targeting
+- Campaign type (Search, Display, Video)
+
+**Ad Group Level**:
+- Keyword themes (tightly related keywords)
+- Ad copy variations
+- 1-2 keyword themes per ad group
+- 2-3 ads per ad group
+
+**Example Structure**:
+```
+Campaign: Content Marketing Services
+├── Ad Group: Content Strategy
+│   ├── Keywords: content marketing strategy, content strategy services
+│   └── Ads: 3 responsive search ads
+├── Ad Group: Blog Writing
+│   ├── Keywords: blog writing services, professional blog writers
+│   └── Ads: 3 responsive search ads
+└── Ad Group: SEO Content
+    ├── Keywords: seo content writing, seo copywriting services
+    └── Ads: 3 responsive search ads
+```
+
+### Facebook Ads Campaign Structure
+
+**Campaign Level**:
+- Objective (Traffic, Conversions, Lead Generation)
+- Budget (daily or lifetime)
+
+**Ad Set Level**:
+- Audience targeting
+- Placements (Facebook, Instagram, Messenger, Audience Network)
+- Budget and schedule
+- Optimization goal
+
+**Ad Level**:
+- Creative (images, videos, copy)
+- Multiple ad variations per ad set
+
+---
+
+## Targeting Strategies
+
+### Keyword Match Types (Google Ads)
+
+**Broad Match**:
+- Syntax: `content marketing`
+- Matches: content marketing, marketing content, digital content strategy
+- Widest reach, least control
+
+**Phrase Match**:
+- Syntax: `"content marketing"`
+- Matches: best content marketing, content marketing services
+- Moderate reach and control
+
+**Exact Match**:
+- Syntax: `[content marketing]`
+- Matches: content marketing (close variants allowed)
+- Narrowest reach, most control
+
+**Negative Keywords**:
+- Syntax: `-free`, `-jobs`
+- Exclude irrelevant searches
+- Reduce wasted spend
+
+### Audience Targeting
+
+**In-Market Audiences**:
+- Users actively researching products/services
+- High purchase intent
+
+**Affinity Audiences**:
+- Users with specific interests and habits
+- Broader reach, lower intent
+
+**Remarketing**:
+- Target users who visited your website
+- Higher conversion rates
+- Lower cost per acquisition
+
+**Customer Match**:
+- Upload customer email list
+- Target existing customers or lookalikes
+
+---
+
+## Budget and Pacing
+
+### Budget Allocation
+
+**Testing Phase** (First 30 days):
+- Start with smaller budget ($500-$1,000/month)
+- Test multiple ad variations
+- Gather data on performance
+- Identify winning campaigns
+
+**Scaling Phase**:
+- Increase budget on winning campaigns
+- Pause or optimize underperforming campaigns
+- Maintain 20% budget for testing new ideas
+
+### Daily Budget Calculation
+
+**Formula**: (Monthly Budget / 30.4) = Daily Budget
+
+**Example**: $3,000/month ÷ 30.4 = $98.68/day
+
+### Pacing
+
+**Standard Delivery**:
+- Spread budget evenly throughout day
+- Recommended for most campaigns
+
+**Accelerated Delivery**:
+- Spend budget as quickly as possible
+- Use for time-sensitive campaigns
+
+---
+
+## Performance Metrics and KPIs
+
+### Key Metrics
+
+**Impressions**:
+- Number of times ad was shown
+- Indicates reach
+
+**Clicks**:
+- Number of times ad was clicked
+- Indicates interest
+
+**CTR (Click-Through Rate)**:
+- Formula: (Clicks / Impressions) × 100
+- Benchmark: 2-5% (Search), 0.5-1% (Display)
+- Indicates ad relevance
+
+**CPC (Cost Per Click)**:
+- Formula: Total Cost / Clicks
+- Varies by industry and competition
+
+**Conversions**:
+- Desired actions (purchases, leads, signups)
+- Ultimate measure of success
+
+**CPA (Cost Per Acquisition)**:
+- Formula: Total Cost / Conversions
+- Compare to customer lifetime value (LTV)
+
+**ROAS (Return on Ad Spend)**:
+- Formula: (Revenue / Ad Spend) × 100
+- Target: 300-400% minimum (3-4x return)
+
+**Quality Score** (Google Ads):
+- 1-10 rating of ad relevance
+- Factors: CTR, ad relevance, landing page experience
+- Higher score = lower CPC
+
+---
+
+## Best Practices Summary
+
+### DO
+
+✅ Match ad copy to landing page
+✅ Use specific, targeted keywords
+✅ Test multiple ad variations
+✅ Optimize for mobile
+✅ Use ad extensions (Google Ads)
+✅ Set up conversion tracking
+✅ Monitor and optimize regularly
+✅ Use negative keywords
+✅ Target specific audiences
+✅ A/B test landing pages
+
+### DON'T
+
+❌ Send traffic to homepage
+❌ Use generic ad copy
+❌ Ignore mobile users
+❌ Set and forget campaigns
+❌ Use broad match without negatives
+❌ Forget to set conversion tracking
+❌ Exceed budget without ROI
+❌ Use low-quality images
+❌ Violate platform policies
+❌ Ignore Quality Score
+
+---
+
+## Tools and Resources
+
+### PPC Management Tools
+
+- **Google Ads Editor**: Bulk editing and management
+- **Microsoft Advertising Editor**: Bing Ads management
+- **SEMrush**: Competitor ad research
+- **SpyFu**: Competitor keyword research
+- **Optmyzr**: PPC optimization and automation
+- **WordStream**: PPC management platform
+
+### Landing Page Tools
+
+- **Unbounce**: Landing page builder
+- **Instapage**: Landing page platform
+- **Leadpages**: Landing page and lead generation
+- **Google Optimize**: A/B testing (free)
+
+### Analytics
+
+- **Google Analytics**: Website analytics
+- **Google Tag Manager**: Tag management
+- **Facebook Pixel**: Facebook conversion tracking
+- **LinkedIn Insight Tag**: LinkedIn conversion tracking
+
+### Learning Resources
+
+- **Google Skillshop**: Free Google Ads certification
+- **Facebook Blueprint**: Free Facebook Ads training
+- **PPC Hero**: PPC tips and strategies
+- **Search Engine Land**: PPC news and updates
+
+