arkaos 4.26.0 → 4.28.0

package/departments/marketing/skills/paid-campaign/SKILL.md

@@ -2,7 +2,7 @@
 name: mkt/paid-campaign
 description: >
   Paid campaign setup: platform selection, targeting, budget allocation,
-  creative brief, and ROAS targets, prioritised with ICE scoring.
+  creative brief, and ROAS targets, prioritized with ICE scoring.
   TRIGGER: "campanha paga", "lança uma campanha de ads", "paid campaign",
   "Google Ads", "Meta Ads", "quanto investir em ads", "/mkt paid
   <platform> <goal>". SKIP: deciding which ad variant wins ->
@@ -10,6 +10,10 @@ description: >
   plan -> mkt/social-strategy; the landing page the ads point to ->
   landing/landing-gen.
 allowed-tools: [Read, Write, Edit, Bash, Grep, Glob, Agent, WebFetch, WebSearch]
+metadata:
+  origin: community
+  source: https://github.com/coreyhaines31/marketingskills
+  license: MIT
 ---
 
 <!-- arka:kb-first-prefix begin -->
@@ -23,9 +27,454 @@ allowed-tools: [Read, Write, Edit, Bash, Grep, Glob, Agent, WebFetch, WebSearch]
 
 > **Agent:** Pedro (Paid Specialist) | **Framework:** ROAS Optimization + ICE Scoring
 
-## What It Does
+**Context:** read the product marketing context first —
+`WizardingCode/Marketing/product-marketing.md` in Obsidian (KB-first),
+else the project-local `.agents/product-marketing.md`.
 
-Paid campaign setup: platform selection, targeting, budget, creative brief, ROAS targets.
+You are an expert performance marketer with direct access to ad platform accounts. Your goal is to help create, optimize, and scale paid advertising campaigns that drive efficient customer acquisition.
+
+## Before Starting
+
+Gather this context (ask if not provided):
+
+### 1. Campaign Goals
+- What's the primary objective? (Awareness, traffic, leads, sales, app installs)
+- What's the target CPA or ROAS?
+- What's the monthly/weekly budget?
+- Any constraints? (Brand guidelines, compliance, geographic)
+
+### 2. Product & Offer
+- What are you promoting? (Product, free trial, lead magnet, demo)
+- What's the landing page URL?
+- What makes this offer compelling?
+
+### 3. Audience
+- Who is the ideal customer?
+- What problem does your product solve for them?
+- What are they searching for or interested in?
+- Do you have existing customer data for lookalikes?
+
+### 4. Current State
+- Have you run ads before? What worked/didn't?
+- Do you have existing pixel/conversion data?
+- What's your current funnel conversion rate?
+
+## Reference Routing
+
+This skill's depth lives in references — load by intent. For **any operational decision on a live account** (kill/keep/scale/budget), load the relevant playbook before answering; the thresholds live there, not here.
+
+| User intent | Load | Covers |
+|---|---|---|
+| B2B strategy, funnel stages, budget splits, kill rules, lead quality, breakeven math | [b2b-paid-playbook.md](references/b2b-paid-playbook.md) | Demand lifecycle, leading/lagging signals, kill rules, offline conversion loop, U/B/F lead scoring, scaling quadrant |
+| Meta operations: when to kill/graduate/scale an ad, fatigue, testing structure | [meta-decision-system.md](references/meta-decision-system.md) | TCPL-anchored decision tree, ad-count ceiling, 80/20 CBO structure, fatigue bands, lead forms, Advantage+ transition |
+| LinkedIn operations: bidding, audience sizing, scaling, benchmarks, TLAs, formats | [linkedin-b2b-playbook.md](references/linkedin-b2b-playbook.md) | Bidding progression, penetration scaling, sizing rules, funnel benchmarks, document/conversation ads, audit shortlist |
+| Google Search: what to spend on first, structure, match types, negatives, PMax | [google-search-playbook.md](references/google-search-playbook.md) | Intent ladder, account structure, match-type gates, negatives, bidding by volume, offline conversions, PMax guardrails |
+| Named-account targeting, pipeline acceleration, cross-channel retargeting | [abm-playbook.md](references/abm-playbook.md) | LinkedIn/Meta ABM, list mechanics, acceleration campaigns, UTM cross-channel remarketing, ABM measurement |
+| Generating Google RSAs | [rsa-output-spec.md](references/rsa-output-spec.md) | Mandatory output spec — limits, sidecars, template, self-check |
+| Audience setup, tracking setup, launch checklists, copy formulas | [audience-targeting.md](references/audience-targeting.md) · [conversion-tracking.md](references/conversion-tracking.md) · [platform-setup-checklists.md](references/platform-setup-checklists.md) · [ad-copy-templates.md](references/ad-copy-templates.md) | Existing foundations |
+
+## Platform Selection Guide
+
+| Platform | Best For | Use When |
+|----------|----------|----------|
+| **Google Ads** | High-intent search traffic | People actively search for your solution |
+| **Meta** | Demand generation, visual products | Creating demand, strong creative assets |
+| **LinkedIn** | B2B, decision-makers | Job title/company targeting matters, higher price points |
+| **Twitter/X** | Tech audiences, thought leadership | Audience is active on X, timely content |
+| **TikTok** | Younger demographics, viral creative | Audience skews 18-34, video capacity |
+
+## Campaign Structure Best Practices
+
+### Account Organization
+
+```
+Account
+├── Campaign 1: [Objective] - [Audience/Product]
+│   ├── Ad Set 1: [Targeting variation]
+│   │   ├── Ad 1: [Creative variation A]
+│   │   ├── Ad 2: [Creative variation B]
+│   │   └── Ad 3: [Creative variation C]
+│   └── Ad Set 2: [Targeting variation]
+└── Campaign 2...
+```
+
+### Naming Conventions
+
+```
+[Platform]_[Objective]_[Audience]_[Offer]_[Date]
+
+Examples:
+META_Conv_Lookalike-Customers_FreeTrial_2024Q1
+GOOG_Search_Brand_Demo_Ongoing
+LI_LeadGen_CMOs-SaaS_Whitepaper_Mar24
+```
+
+### Budget Allocation
+
+**Testing phase (first 2-4 weeks):**
+- 70% to proven/safe campaigns
+- 30% to testing new audiences/creative
+
+**Scaling phase:**
+- Consolidate budget into winning combinations
+- Increase budgets ~20% at a time — never 30%+ in one move (resets platform learning)
+- Wait 3-5 days between increases for algorithm learning
+
+## Ad Copy Frameworks
+
+### Key Formulas
+
+**Problem-Agitate-Solve (PAS):**
+> [Problem] → [Agitate the pain] → [Introduce solution] → [CTA]
+
+**Before-After-Bridge (BAB):**
+> [Current painful state] → [Desired future state] → [Your product as bridge]
+
+**Social Proof Lead:**
+> [Impressive stat or testimonial] → [What you do] → [CTA]
+
+**For detailed templates and headline formulas**: See [references/ad-copy-templates.md](references/ad-copy-templates.md)
+
+## Audience Understanding & Targeting
+
+Knowing your audience deeply is still the highest-leverage work in paid ads — demographics, job titles, pain points, fears, hopes, the exact language they use, who they follow, what they've tried, why they failed, what they buy. **Gather every identifier you can.**
+
+What's changed in 2026 is **where you apply that knowledge.** As ad-platform algorithms have gotten dramatically better at finding the right person, jamming all your audience identifiers into the platform's *targeting filters* underperforms feeding those same identifiers into the *creative* (headlines, copy, visuals, hooks, examples).
+
+The discipline now: **audience knowledge → creative first, targeting filters second.** How much that ratio tips toward "creative" varies meaningfully by platform.
+
+### Platform-by-platform: where to apply audience knowledge
+
+| Platform | Audience knowledge → creative | Audience knowledge → targeting filters | Notes |
+|----------|------------------------------|-------------------------------------|-------|
+| **Meta** (post-Andromeda) | **80%+** | 20% | Algorithm rewards broad + specific creative. See [[#Modern Meta playbook (Andromeda era — 2026+)]] below for the full reframe. Interest-stacking now actively hurts. |
+| **Google Search** | 40% | **60%** | Keywords are still the dominant signal — match-types, search-intent layering, and negative keywords still drive performance. Creative (RSA headlines) matters but is downstream of the keyword. |
+| **Google Performance Max / Demand Gen** | **70%** | 30% | Audience signals are advisory, not deterministic. Creative + product feed quality dominate. |
+| **LinkedIn** | 40% | **60%** | Job-title / company / industry filters still produce real precision because LinkedIn's identity data is high-quality. Creative makes the click; firmographics make the *right person* see it. |
+| **TikTok** | **70%** | 30% | Algorithm is closer to Meta's model — broad targeting + native-feeling creative wins. Some audience interests help but creative dominates. |
+| **Twitter/X** | 50% | 50% | Interest + follower targeting still meaningful, but creative differentiation is high-leverage given lower competition. |
+
+These ratios are directional, not precise. Test in your actual account.
+
+### Applying audience knowledge to creative
+
+Once you've gathered audience identifiers, here's how to put each kind into the creative:
+
+- **Demographic identifiers** (age, location, occupation) → embed as identity-trigger keywords in headlines (see [[#The one-keyword hack (identity-trigger keywords)]])
+- **Pain points + fears** → headline + first line of body copy (Sabri Suby's framing: "the verbatim words your customers use about the problem")
+- **Hopes / desired outcomes** → transformation copy + CTAs
+- **Objections + "why they didn't buy last time"** → objection-handling retargeting ads (see [[#The 4-component retargeting framework]])
+- **Their language / vocabulary** → the entire copy voice — never use industry jargon they don't
+- **Existing customer base** → still feed it for lookalike audiences (see Key Concepts below)
+- **Niche / segment they identify with** → identity-trigger keywords in headline ("for dentists" / "for B2B founders" / "for parents of toddlers")
+
+### Key Concepts (still apply)
+
+- **Lookalikes**: Base on best customers (by LTV), not all customers. Still high-value across platforms.
+- **Retargeting**: Segment by funnel stage (visitors vs. cart abandoners). See [[#Retarget with DIFFERENT offers (not the same one)]] and [[#The 4-component retargeting framework]] for the modern playbook.
+- **Exclusions**: Exclude existing customers and recent converters — showing ads to people who already bought wastes spend.
+
+### Common failure mode
+
+Trying to make up for weak creative with hyper-precise targeting. If your creative is generic but you stack 12 interests + 3 demographic filters + a custom audience, what you've built is a small audience that all see a bad ad. Better: gather the same audience identifiers, write 5 creative variants that each speak to a different segment, target broadly, let the algorithm match each creative to the right segment.
+
+**For detailed targeting strategies by platform**: See [references/audience-targeting.md](references/audience-targeting.md)
+
+## Modern Meta playbook (Andromeda era — 2026+)
+
+Meta launched the **Andromeda** algorithm in 2025, which fundamentally changed Meta ads. The old playbook (interest stacking, polished video creative, single-winner scaling) underperforms. The new playbook:
+
+### Creative volume is the constraint (statics > polished video)
+- Andromeda is "a hungry panda" — it needs constant fresh creative or it fatigues
+- **Statics often outperform video in 2026** because:
+  - Meta's algorithm has a bias toward statics — it can show more statics per session per user, so they're cheaper to deliver
+  - Static creative is 10x cheaper and faster to produce than video, enabling the volume Andromeda needs
+  - Even top advertisers running 17+ VSLs report that down-and-dirty native statics often beat 2.5-month-production VSLs
+- **Dedicate 1 hour per week** to producing fresh creatives for your winning offer. Volume > polish.
+
+### Creative IS the targeting (broad audience + specific creative)
+- The old playbook: stack interests, narrow the audience, hope to find the right buyer
+- The new playbook: target broadly (just the country) and let the creative do the targeting
+- **Long-form ad copy works better than short-form** in 2026 — gives Meta a wider context window to understand who to show the ad to
+- Test it: take your best winning ad with interest-stacked targeting, duplicate it, remove all targeting (just pick the country), run side-by-side for 7 days. Check CPAs. Broad typically wins.
+
+### The one-keyword hack (identity-trigger keywords)
+- Take your winning ad
+- Duplicate it with a niche/identity keyword inserted in the headline or body copy
+- *"Here's how to get 462 leads per week on autopilot"* → *"Here's how to get 462 **dental** leads per week on autopilot"* / *"...**lawyer** leads..."* / *"...**property investment** leads..."*
+- The keyword is an **identity trigger** for the viewer AND a targeting signal for Andromeda
+- Dramatically drops CPL and opens audience pockets you couldn't reach with a generic ad
+
+### AI variant farming (the 100-people test)
+- Take your winning ad
+- Feed to Claude/ChatGPT/Kong with the prompt:
+  > *"I want you to read this ad and be the author. If I show the next ad I'm going to ask you to write to 100 people, not 1 in 100 would be able to tell you it's written by a different person. Now write this for [demographic/niche]."*
+- The output should read essentially the same with subtle relevance shifts for the target
+- Apply in sequence: body copy → headlines → creative
+- Drop all variants in a CBO, let Meta's AI allocate spend
+
+### Zombie campaigns
+- After running a CBO, Meta will give 80% of variants no spend
+- Take the dead variants you have **high conviction** about
+- Launch them in a separate ad set ("zombie campaign")
+- Typically resurrects 20% as winners that Meta's first allocation passed over
+
+### Don't make ads look like ads
+- Hundreds of millions of people have ad blockers — the polished-ad aesthetic kills performance
+- Study what content **natively performs** in your niche on TikTok/Instagram/YouTube → produce ads that match that aesthetic
+- **Burner account technique:** create a clean Instagram/TikTok account, follow all influencers and pages in your niche, like their content. Your feed becomes a curated view of what's natively winning. Produce ads that match.
+- If you have an organic video with millions of views, **run that exact video as a paid ad** — proven content + paid distribution = the highest-leverage move
+
+## Creative Best Practices
+
+### Image Ads
+- Clear product screenshots showing UI
+- Before/after comparisons
+- Stats and numbers as focal point
+- Human faces (real, not stock)
+- Bold, readable text overlay (keep under 20%)
+
+### Video Ads Structure (15-30 sec)
+1. Hook (0-3 sec): Pattern interrupt, question, or bold statement
+2. Problem (3-8 sec): Relatable pain point
+3. Solution (8-20 sec): Show product/benefit
+4. CTA (20-30 sec): Clear next step
+
+**Production tips:**
+- Captions always (85% watch without sound)
+- Vertical for Stories/Reels, square for feed
+- Native feel outperforms polished
+- First 3 seconds determine if they watch
+
+### Creative Testing Hierarchy
+1. Concept/angle (biggest impact)
+2. Hook/headline
+3. Visual style
+4. Body copy
+5. CTA
+
+## Campaign Optimization
+
+For hard kill/keep/scale thresholds, use the platform playbooks (see Reference Routing): the kill rules and breakeven CPL/CPC math live in [b2b-paid-playbook.md](references/b2b-paid-playbook.md), and Meta's full decision tree lives in [meta-decision-system.md](references/meta-decision-system.md).
+
+### Key Metrics by Objective
+
+| Objective | Primary Metrics |
+|-----------|-----------------|
+| Awareness | CPM, Reach, Video view rate |
+| Consideration | CTR, CPC, Time on site |
+| Conversion | CPA, ROAS, Conversion rate |
+
+### Optimization Levers
+
+**If CPA is too high:**
+1. Check landing page (is the problem post-click?)
+2. Tighten audience targeting
+3. Test new creative angles
+4. Improve ad relevance/quality score
+5. Adjust bid strategy
+
+**If CTR is low:**
+- Creative isn't resonating → test new hooks/angles
+- Audience mismatch → refine targeting
+- Ad fatigue → refresh creative
+
+**If CPM is high:**
+- Audience too narrow → expand targeting
+- High competition → try different placements
+- Low relevance score → improve creative fit
+
+### Bid Strategy Progression
+1. Start with manual or cost caps
+2. Gather conversion data (50+ conversions)
+3. Switch to automated with targets based on historical data
+4. Monitor and adjust targets based on results
+
+## Retargeting Strategies
+
+### Funnel-Based Approach
+
+| Funnel Stage | Audience | Message | Goal |
+|--------------|----------|---------|------|
+| Top | Blog readers, video viewers | Educational, social proof | Move to consideration |
+| Middle | Pricing/feature page visitors | Case studies, demos | Move to decision |
+| Bottom | Cart abandoners, trial users | Urgency, objection handling | Convert |
+
+### Retargeting Windows
+
+| Stage | Window | Frequency Cap |
+|-------|--------|---------------|
+| Hot (cart/trial) | 1-7 days | Higher OK |
+| Warm (key pages) | 7-30 days | 3-5x/week |
+| Cold (any visit) | 30-90 days | 1-2x/week |
+
+### Exclusions to Set Up
+- Existing customers (unless upsell)
+- Recent converters (7-14 day window)
+- Bounced visitors (<10 sec)
+- Irrelevant pages (careers, support)
+
+### Retarget with DIFFERENT offers (not the same one)
+
+The conventional retargeting playbook re-shows the same product/offer to people who didn't buy. The Sabri Suby principle: **the #1 reason someone didn't buy is the offer wasn't right for them.** Re-showing the same thing harder doesn't help.
+
+Instead, retarget with **different** products, services, or offers from your catalog:
+- Visitor clicked on protein powder, didn't buy → retarget with creatine (totally different category)
+- Visitor downloaded a lead magnet, didn't book a call → retarget with a different lead magnet on a related topic
+- Visitor viewed pricing, didn't sign up → retarget with a free audit or assessment instead
+
+The lift from this is often dramatic — a 2-3 ROAS audience on the original offer can hit 6+ ROAS on a different offer.
+
+### The 4-component retargeting framework
+
+Build out your retargeting layer with these 4 ad types running simultaneously:
+
+1. **Objection-handling ad** — directly addresses the most common reasons people didn't buy. To find these, **outbound call every lead** who didn't convert and ask why. The verbatim objections become the headline of this ad.
+2. **Proof testimonial carousel** — multi-image/multi-slide carousel of testimonials and proof that supports the claims of your original ad
+3. **Other-offers CBO** — your other best-performing ads for other products/services in one CBO, retargeted to the same audience
+4. **Value-first audit/assessment ad** — wraps your call in a free piece of value. Whether they buy or not, they leave with something useful. Lowers the friction to engage.
+
+These four together, retargeting the same audience that didn't convert from the top-of-funnel ad, dramatically lift the ROAS of the entire funnel.
+
+## Landing Page Alignment (the headline-mirror trick)
+
+Ad-to-landing-page congruence is the single most underrated lever in paid ads. Most advertisers spend 90% of effort on ads and 10% on the landing page; flip that ratio.
+
+### Headline mirroring
+
+Meta is the best split-testing tool that exists — your ad headlines are exposed to ~1000x the audience that actually clicks through to your landing page. That means you get statistically-significant data on which headlines work *much faster* on Meta than on your landing page.
+
+The play:
+
+1. Run **20-40 different headlines** as ad variations
+2. Identify the best-performing headline (by CTR + downstream conversion)
+3. **Mirror that winning headline on your landing page** — exact wording in the H1, sub-headline, and lead-in copy of the body
+4. Expect a **15-20% minimum lift** in landing-page conversion rate from this single change
+
+This works because the viewer who clicked is expecting *that specific promise*. When the landing page restates the exact promise verbatim, scent matches and conversion follows. When the landing page pivots to a different angle, bounce rate spikes regardless of how good the page is.
+
+### Three split tests minimum at all times
+
+A standing discipline: **at any given moment, you should have at least 3 split tests running** somewhere in your funnel — ad creative, landing page, offer, or post-conversion flow. If you don't, you've capped your improvement curve.
+
+The math: 3 simultaneous tests × ~10-20% lift each (compounding) = a fundamentally better funnel within a quarter.
+
+## Reporting & Analysis
+
+### Weekly Review
+- Spend vs. budget pacing
+- CPA/ROAS vs. targets
+- Top and bottom performing ads
+- Audience performance breakdown
+- Frequency check (fatigue risk)
+- Landing page conversion rate
+
+### Attribution Considerations
+- Platform attribution is inflated
+- Use UTM parameters consistently
+- Compare platform data to GA4
+- Look at blended CAC, not just platform CPA
+
+### Scaling discipline (net cash > ROAS percentage)
+
+The most common scaling failure: a business at a 40 ROAS spending $5k/month, refusing to scale because "if I spend more, my ROAS will drop." This is the wrong frame.
+
+**Net cash flow > ROAS percentage at the business level:**
+- ROAS dropping from 10 → 5 sounds bad
+- But if spend goes from $10k → $100k, you net dramatically more total profit
+- The number to optimize is **blended ROAS at the business level**, not per-ad-set ROAS
+- Even better: optimize **net free cash flow**, not ROAS at all
+
+**Find your break-even ROAS:**
+1. Calculate the absolute maximum you can pay to acquire a customer and still be profitable (factoring LTV)
+2. That's your break-even ROAS / CPA ceiling
+3. **Scale until you approach that ceiling**, not until your ad-account ROAS drops below an arbitrary preference
+
+**The 3-hour founder review:**
+- Block out **3 hours per month** in the calendar to physically review the numbers yourself
+- Not what your data analyst says. Not what your media buyer says. You, going through the actual data
+- The confidence this generates is irreplaceable — and confidence is what lets you scale with conviction
+- "Data gives you confidence. Confidence gives you speed."
+
+**Outbound-call your leads who didn't convert:**
+- Every lead that downloaded a lead magnet or hit your funnel but didn't buy gets a call
+- Ask why they didn't book, what was confusing, what the actual blocker was
+- These verbatim answers become objection-handling ads (see Retargeting section)
+- Massive insight-to-creative loop that most advertisers skip
+
+## Platform Setup
+
+Before launching campaigns, ensure proper tracking and account setup.
+
+**For complete setup checklists by platform**: See [references/platform-setup-checklists.md](references/platform-setup-checklists.md)
+
+**For conversion pixel installation and event setup**: See [references/conversion-tracking.md](references/conversion-tracking.md)
+
+### Universal Pre-Launch Checklist
+- [ ] Conversion tracking tested with real conversion
+- [ ] Landing page loads fast (<3 sec)
+- [ ] Landing page mobile-friendly
+- [ ] UTM parameters working
+- [ ] Budget set correctly
+- [ ] Targeting matches intended audience
+
+## Google RSA Output Spec (mandatory when generating RSAs)
+
+When the user requests Google Ads RSAs, load [references/rsa-output-spec.md](references/rsa-output-spec.md) and follow it exactly — hard character limits, required sidecar artifacts (ad groups, negatives, sitelinks, callouts), output order, template shape, CFM medical compliance, and the pre-send self-check. Do not output any RSA that violates it.
+
+## Common Mistakes to Avoid
+
+### Strategy
+- Launching without conversion tracking
+- Too many campaigns (fragmenting budget)
+- Not giving algorithms enough learning time
+- Optimizing for wrong metric
+
+### Targeting
+- Audiences too narrow or too broad
+- Not excluding existing customers
+- Overlapping audiences competing
+
+### Creative
+- Only one ad per ad set
+- Not refreshing creative (fatigue)
+- Mismatch between ad and landing page
+
+### Budget
+- Spreading too thin across campaigns
+- Making big budget changes (disrupts learning)
+- Stopping campaigns during learning phase
+
+## Task-Specific Questions
+
+1. What platform(s) are you currently running or want to start with?
+2. What's your monthly ad budget?
+3. What does a successful conversion look like (and what's it worth)?
+4. Do you have existing creative assets or need to create them?
+5. What landing page will ads point to?
+6. Do you have pixel/conversion tracking set up?
+
+## Tool Integrations
+
+For implementation, see the [tools registry](../../tools/REGISTRY.md). Key advertising platforms:
+
+| Platform | Best For | MCP | Guide |
+|----------|----------|:---:|-------|
+| **Google Ads** | Search intent, high-intent traffic | ✓ | [google-ads.md](../../tools/integrations/google-ads.md) |
+| **Meta Ads** | Demand gen, visual products, B2C | - | [meta-ads.md](../../tools/integrations/meta-ads.md) |
+| **LinkedIn Ads** | B2B, job title targeting | - | [linkedin-ads.md](../../tools/integrations/linkedin-ads.md) |
+| **TikTok Ads** | Younger demographics, video | - | [tiktok-ads.md](../../tools/integrations/tiktok-ads.md) |
+
+For tracking setup, see [references/conversion-tracking.md](references/conversion-tracking.md), [ga4.md](../../tools/integrations/ga4.md), [segment.md](../../tools/integrations/segment.md)
+
+## Related ArkaOS skills
+
+- **`mkt/ad-creative`** — generating and iterating ad headlines, descriptions, and creative at scale
+- **`mkt/customer-research`** — the voice-of-customer inputs that feed ad copy and creative angles
+- **`landing/copy-framework`** — landing page copy that converts ad traffic
+- **`landing/optimize-page`** — optimizing post-click conversion rates
+- **`mkt/analytics-report`** — proper conversion tracking and reporting setup
+- **`mkt/ab-test`** — landing page and creative testing to improve ROAS
 
 ## Output
 

package/departments/marketing/skills/paid-campaign/references/abm-playbook.md

@@ -0,0 +1,93 @@
+# ABM Playbook (Paid)
+
+Account-based marketing with ads: targeting named accounts on LinkedIn and Meta, accelerating open pipeline, and stitching channels together. ABM ads are a *pipeline influence* motion, not a lead-gen motion — measure accordingly.
+
+## Contents
+
+- When ABM (go/no-go)
+- LinkedIn ABM
+- ABM on Meta
+- Acceleration campaigns (ads against open pipeline)
+- Cross-channel orchestration
+- Cross-channel UTM remarketing
+- Sales orchestration
+- Measuring ABM
+
+## When ABM (go/no-go)
+
+Run paid ABM when: target account list ≥ ~1,000 companies (or you accept 1:1/1:few economics), deal size ~$25K+, sales cycle 60+ days, sales and marketing actually aligned on the list, and (for Meta) contact enrichment available.
+
+Skip it when: TAL under ~500 with no enrichment, no first-party data, budget under ~$3K/month, or a short transactional cycle — standard ICP targeting will outperform.
+
+## LinkedIn ABM
+
+Three motions, by list size:
+
+- **1:1** — add the company by name; fully personalized creative for one account.
+- **1:few** — up to ~10–20 accounts per campaign, shared pain/industry angle.
+- **1:many** — uploaded list (or native targeting), scaled creative.
+
+**List mechanics:**
+- LinkedIn needs **300 matched members minimum** to serve; aim for 1,000+ rows (duplicating company names to pad the upload is fine — it dedupes on match). Contact lists match best at scale (LinkedIn suggests ~10K emails); **company lists beat contact lists** for most teams — easier to source, better match rates, less maintenance.
+- Cold ABM audiences need ~15K members to deliver reliably.
+- **Segment mixed lists.** Left as one audience, LinkedIn over-serves the largest enterprises in the list — accounts have sat at 15% list coverage because the algorithm parked on a few big companies. Split into homogeneous bands (e.g., enterprise / mid-market / SMB) with separate campaigns and budgets.
+- List-based targeting typically buys reach materially cheaper than native firmographic targeting, with stronger decision-maker engagement.
+- Use the per-company engagement report (Audiences → click into the list) to find under-served priority accounts, then break them into a dedicated campaign.
+
+**Personalized 1:1 creative:** putting the target account's name/logo in the creative can lift CTR ~5–10× over generic ads. **Legal exception: do not run company-name/logo-personalized ads into Germany** — privacy law, not platform policy.
+
+**Frequency capping:** target ~3 impressions/person/week in priority accounts. Mechanic: build a company-engagement audience of accounts that crossed ~500 impressions in the last 7 days and add it as an *exclusion* — it self-rotates accounts out as they cool down. Tune the threshold (300 if fatigue shows, 750 for more pressure).
+
+## ABM on Meta
+
+Meta has no native company targeting — the play is **bring your own matched audience**:
+
+- **The match-rate problem:** raw CRM exports of work emails match under ~5% on Meta. Enrichment providers (identity-graph tools that resolve work identities to personal profiles — e.g., Primer, Metadata, ZoomInfo, Clearbit) raise matches to ~40–85%. Workflow: firmographic criteria → identity-graph match → upload as Custom Audience → target directly or seed a 1% lookalike.
+- **Minimum sizes:** account-list audiences ~1,000 companies (5–10K optimal); retargeting slices work down to ~100 accounts; lookalike seeds want 500+.
+- Advantage+ **conflicts with strict ABM** — it won't stay locked to your list. Run ABM campaigns manual (or hybrid: manual for the list, Advantage+ for the broad layer).
+- Meta's ABM role is cheap **air cover and multi-threading** (reaching the buying committee beyond your champion) while LinkedIn does precision — see the split below.
+
+## Acceleration campaigns (ads against open pipeline)
+
+Ads aimed at accounts already in your pipeline, to speed deals rather than source them:
+
+- Segment the CRM by stage (evaluation / proposal / negotiation), filter to deals worth the spend, upload as an audience, refresh weekly.
+- **Use an awareness/reach objective, not conversions** — you're keeping the vendor top-of-mind for the buying committee, not asking in-pipeline accounts to "book a demo" they already booked.
+- Creative: case studies, proof, objection-handlers — matched to stage. Budget scales with deal value (larger open deals justify $100–200/day of air cover; stalled deals get a maintenance dose).
+
+## Cross-channel orchestration
+
+Default split for B2B ABM: **~60% LinkedIn / ~30% Meta / ~10% other**. LinkedIn buys precision (right person, right company) at $40–70 CPMs; Meta buys presence and committee reach at $10–25. Sequence LinkedIn first to validate the audience, then extend to Meta. Multi-channel ABM consistently and materially outperforms single-channel on engagement and conversion — the channels compound, they don't compete.
+
+## Cross-channel UTM remarketing
+
+The cheapest high-quality audience you can build: retarget one platform's validated clickers on another platform.
+
+1. Tag all paid traffic with consistent UTMs (`utm_source=linkedin`, `utm_source=google&utm_medium=cpc`).
+2. On Meta, build a website Custom Audience with the rule **"URL contains `utm_source=linkedin`"** (or `utm_source=google`).
+3. Retarget that audience on Meta — LinkedIn-grade audience quality at Meta-grade CPMs (typically 50–70% cheaper reach).
+
+Works in both directions (search clickers → LinkedIn remarketing needs meaningful search volume — worth it above roughly $30K/month search spend). Requires enough source-channel traffic to clear minimum audience sizes. Use a consistent account/campaign token in UTMs so attribution survives the hop.
+
+## Sales orchestration
+
+ABM ads without sales follow-up is billboard spend:
+
+- Pipe ad-engagement signals to the CRM (LinkedIn company-engagement exports, or connectors that sync engagement per account) and treat an engagement spike as a sales trigger — **outreach within ~48 hours** of the spike.
+- Route new leads to a shared channel (Slack webhook) with a per-campaign quality reaction (👍/👎) — the cheapest lead-quality feedback loop that exists.
+- Hold a monthly sales-marketing session on the list itself: who's engaging, who's dark, who closed — and re-cut the list.
+- Expect ~7–10 cross-channel touches before a sales conversation is normal at ABM deal sizes.
+
+## Measuring ABM
+
+Judge ABM on account movement, not CPL:
+
+- **Account penetration** (% of list reached): target ~40–60%.
+- **Cost per engaged account** (not per click): ~$100–300 is a workable band.
+- **Account → opportunity rate:** ~10–20%.
+- **Pipeline influenced:** aim for 3–5× spend; expect win-rate and velocity improvements on engaged vs. non-engaged accounts.
+- **Incrementality:** hold out ~20% of the list from ads and compare pipeline formation after 21+ days — the only honest answer to "did the ads do anything?"
+
+---
+
+*Framework lineage: adapted (re-expressed and restructured) from practitioner playbooks, notably Ivan Falco's ads-skills. Thresholds are practitioner-reported starting points — recalibrate against your own accounts.*