dojo.md 0.1.0

package/courses/ad-copy-google-ads/scenarios/level-5/google-ads-ai-future.yaml

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+meta:
+  id: google-ads-ai-future
+  level: 5
+  course: ad-copy-google-ads
+  type: output
+  description: "Prepare for the future of AI-driven Google Ads copy in an era of automated creative generation"
+  tags: [google-ads, ai, automation, future, strategy, mastery]
+
+state: {}
+
+trigger: |
+  Google is increasingly automating ad copy creation through
+  auto-generated assets, AI-powered creative suggestions, and
+  Performance Max's automatic asset generation. The role of the
+  Google Ads copywriter is evolving from writing every ad to
+  guiding AI systems and providing strategic creative direction.
+
+  Prepare for the AI-driven future of Google Ads:
+
+  Part 1: Current AI capabilities (2026)
+  1. Document what Google's AI currently auto-generates:
+     - Automatically created assets (ACAs) in PMax
+     - AI-suggested headlines and descriptions
+     - Dynamic ad creation from landing pages
+     - Smart creative features in Demand Gen
+  2. Evaluate the quality of AI-generated copy vs human copy:
+     - Write a human-crafted RSA for a SaaS product
+     - Write what Google's AI would likely generate for the same
+     - Compare strengths and weaknesses
+  3. Identify where AI copy falls short:
+     - Brand voice consistency
+     - Emotional nuance
+     - Strategic positioning
+     - Cultural sensitivity
+     - Competitive differentiation
+
+  Part 2: The evolving copywriter role
+  1. Describe the shift from "ad writer" to "creative strategist"
+  2. Define the new skills needed:
+     - AI prompt engineering for ad copy
+     - Creative direction and guardrails
+     - Quality evaluation and curation
+     - Strategic narrative design
+  3. Create a "human + AI" workflow:
+     - Which tasks AI should handle (first drafts, variations, testing)
+     - Which tasks require human expertise (strategy, brand voice,
+       sensitive topics, competitive positioning)
+
+  Part 3: Future-proof strategy
+  1. Design ad copy workflows that leverage AI without losing
+     brand quality
+  2. Write the "creative guardrails" document that constrains
+     AI-generated copy:
+     - Words to always use / never use
+     - Tone parameters
+     - Required brand elements
+     - Compliance rules AI must follow
+  3. Build the AI output evaluation rubric
+  4. Create the escalation matrix (when AI copy needs human review)
+
+  Part 4: Thought leadership
+  1. Write a LinkedIn article outline: "The Future of Google Ads
+     Copywriting in the Age of AI"
+  2. Take a position: Will AI replace Google Ads copywriters?
+     Support your argument with evidence.
+  3. Identify the 5 skills that will remain exclusively human
+     in the next 5 years
+
+assertions:
+  - type: llm_judge
+    criteria: "AI capability assessment is accurate — correctly identifies what Google's AI currently can and cannot do in ad copy generation"
+    weight: 0.25
+    description: "Accurate AI capability assessment"
+  - type: llm_judge
+    criteria: "Human vs AI comparison is fair — acknowledges AI strengths (speed, variation, testing) while identifying genuine human advantages (strategy, brand voice, nuance)"
+    weight: 0.25
+    description: "Fair human vs AI comparison"
+  - type: llm_judge
+    criteria: "Creative guardrails document is practical — provides actionable constraints that would actually improve AI-generated copy quality"
+    weight: 0.25
+    description: "Practical creative guardrails"
+  - type: llm_judge
+    criteria: "Future prediction is grounded — takes a defensible position on the copywriter role evolution supported by current trends rather than speculation"
+    weight: 0.25
+    description: "Grounded future prediction"

package/courses/ad-copy-google-ads/scenarios/level-5/google-ads-copywriting-mastery.yaml

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+meta:
+  id: google-ads-copywriting-mastery
+  level: 5
+  course: ad-copy-google-ads
+  type: output
+  description: "Demonstrate mastery of all Google Ads copywriting skills through an integrated client engagement"
+  tags: [google-ads, mastery, integration, client-engagement, portfolio]
+
+state: {}
+
+trigger: |
+  Demonstrate Google Ads copywriting mastery through a complete
+  client engagement simulation. This scenario requires integrating
+  every skill from Levels 1-4 into a single, cohesive deliverable.
+
+  Client: "Atlas Financial" — Online personal finance platform
+  Products: Budgeting app (free), Investment advisory ($29/month),
+  Tax preparation ($49/filing), Financial planning ($199/session)
+  Markets: US nationwide, expanding to Canada and UK
+  Monthly ad spend: $200,000
+  Current state: Basic Search campaigns, 2.5x ROAS, declining CTR
+  Competition: Mint, Personal Capital, TurboTax, Wealthfront
+
+  Engagement scope (deliver all of the following):
+
+  Deliverable 1: Audit and diagnosis
+  - Review the current ad copy (provided examples below) and
+    diagnose all issues
+  - Current search ad: "Financial Tools Online | Manage Your Money
+    Better | #1 Finance App"
+  - Current display ad: "Try Atlas Financial Today"
+  - Current YouTube: No video ads running
+  - Quality Score: Average 4.2/10
+  - CTR: 1.8% (industry avg: 3.5%)
+
+  Deliverable 2: Strategy document
+  - Campaign architecture across all Google Ads formats
+  - Audience strategy with segment-specific messaging
+  - Budget allocation across channels and funnel stages
+  - Competitive positioning strategy
+  - International expansion copy plan (Canada, UK)
+
+  Deliverable 3: Complete copy deck
+  - Search RSAs for 8 ad groups (10 headlines + 4 descriptions each)
+  - Performance Max asset groups (4 product lines)
+  - YouTube scripts (2 bumper, 2 skippable, 1 non-skippable)
+  - Display remarketing ads (4 audience segments)
+  - Demand Gen campaigns (2 audience targets)
+  - All extensions (sitelinks, callouts, structured snippets)
+  - DKI headlines where appropriate
+  - Ad customizers for seasonal campaigns
+
+  Deliverable 4: Testing and optimization plan
+  - 6-month testing roadmap with prioritized hypotheses
+  - A/B test designs for top 5 experiments
+  - Performance benchmarks and success criteria
+  - Copy refresh cadence and creative rotation plan
+
+  Deliverable 5: Reporting framework
+  - Monthly performance report template
+  - Quarterly creative review structure
+  - Annual strategy review format
+  - ROI measurement methodology
+
+assertions:
+  - type: llm_judge
+    criteria: "Audit diagnosis is thorough — identifies specific copy, structural, and strategic issues with the current account and provides data-backed reasoning"
+    weight: 0.25
+    description: "Thorough audit diagnosis"
+  - type: llm_judge
+    criteria: "Strategy and copy are integrated — the copy deck directly executes the strategy document, with clear connections between strategic decisions and ad copy"
+    weight: 0.25
+    description: "Integrated strategy and copy"
+  - type: llm_judge
+    criteria: "All deliverables are complete and high-quality — every section from audit through reporting is fully developed, not just outlined"
+    weight: 0.25
+    description: "Complete high-quality deliverables"
+  - type: llm_judge
+    criteria: "International expansion is well-planned — Canada and UK copy adaptations go beyond superficial changes to address market-specific opportunities"
+    weight: 0.25
+    description: "Well-planned international expansion"

package/courses/ad-copy-google-ads/scenarios/level-5/google-ads-creative-strategy.yaml

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+meta:
+  id: google-ads-creative-strategy
+  level: 5
+  course: ad-copy-google-ads
+  type: output
+  description: "Develop a comprehensive creative strategy that connects Google Ads copy to broader marketing narratives"
+  tags: [google-ads, creative-strategy, brand-narrative, marketing, mastery]
+
+state: {}
+
+trigger: |
+  Creative strategy connects Google Ads copy to the broader brand
+  narrative and marketing mix. It ensures that every ad — across
+  Search, Display, YouTube, and PMax — tells a consistent story
+  while adapting to channel and audience.
+
+  Develop a comprehensive creative strategy:
+
+  Brand: "Meridian Health" — Digital health platform
+  Products:
+  1. Telehealth consultations ($49/visit)
+  2. Mental wellness app ($12.99/month)
+  3. Health coaching ($199/month)
+  4. Corporate wellness program ($5/employee/month)
+
+  Brand positioning: "Healthcare that fits your life" — accessible,
+  modern, judgment-free healthcare
+
+  Target audiences:
+  - Young professionals (25-35) — time-poor, health-conscious
+  - Parents (30-45) — need convenient family healthcare
+  - HR leaders — seeking employee wellness solutions
+  - Seniors (60+) — need technology-assisted healthcare
+
+  Part 1: Creative platform
+  1. Define the core creative idea that unifies all advertising
+  2. Write the creative brief for each product line
+  3. Develop 3 campaign concepts with working titles:
+     - A rational/benefit-focused concept
+     - An emotional/story-focused concept
+     - A social proof/community-focused concept
+  4. Write example ads for each concept across all Google Ads formats
+
+  Part 2: Audience-specific creative
+  1. Write the creative adaptation for each target audience:
+     - Young professionals: Search, YouTube, Demand Gen
+     - Parents: Search, Display, YouTube
+     - HR leaders: Search, LinkedIn (for reference), Display
+     - Seniors: Search, Display, YouTube non-skippable
+  2. Explain how the core creative idea adapts for each audience
+     while maintaining brand consistency
+
+  Part 3: Cross-channel narrative
+  1. Map the customer journey through Google Ads channels:
+     Awareness (YouTube/Display) → Consideration (Search/Demand Gen)
+     → Conversion (Search/PMax) → Retention (Display/Gmail)
+  2. Write the narrative thread that connects each touchpoint
+  3. Define the visual and verbal identity across channels
+
+  Part 4: Creative testing roadmap
+  1. Design a 6-month creative testing plan
+  2. Prioritize which creative elements to test first
+  3. Define the creative refresh cadence by channel
+  4. Build the creative performance scorecard
+
+assertions:
+  - type: llm_judge
+    criteria: "Creative platform is unifying — the core creative idea ties together all products, audiences, and channels into a coherent brand story"
+    weight: 0.30
+    description: "Unifying creative platform"
+  - type: llm_judge
+    criteria: "Audience adaptations maintain brand consistency — each audience version feels like the same brand while addressing genuinely different needs"
+    weight: 0.25
+    description: "Consistent audience adaptations"
+  - type: llm_judge
+    criteria: "Cross-channel narrative is seamless — the customer journey across Google Ads channels tells a progressive story"
+    weight: 0.25
+    description: "Seamless cross-channel narrative"
+  - type: llm_judge
+    criteria: "Creative testing roadmap is strategic — prioritizes high-impact tests and defines clear success criteria"
+    weight: 0.20
+    description: "Strategic creative testing roadmap"

package/courses/ad-copy-google-ads/scenarios/level-5/google-ads-cross-platform.yaml

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+meta:
+  id: google-ads-cross-platform
+  level: 5
+  course: ad-copy-google-ads
+  type: output
+  description: "Design cross-platform ad copy strategy integrating Google Ads with Meta, LinkedIn, and Microsoft Ads"
+  tags: [google-ads, cross-platform, meta, linkedin, microsoft, mastery]
+
+state: {}
+
+trigger: |
+  Most businesses don't run Google Ads in isolation — they
+  coordinate across Google, Meta, LinkedIn, and Microsoft Ads.
+  Mastery-level copywriters understand how ad copy should adapt
+  across platforms while maintaining brand consistency.
+
+  Design a cross-platform ad copy strategy:
+
+  Business: "DataPulse" — B2B analytics SaaS ($99-$499/month)
+  Total monthly ad budget: $80,000 across all platforms
+  - Google Ads: $35,000 (Search + PMax + YouTube)
+  - Meta Ads: $20,000 (Feed + Reels + Stories)
+  - LinkedIn Ads: $15,000 (Sponsored Content + InMail)
+  - Microsoft Ads: $10,000 (Search + Audience Network)
+
+  Part 1: Platform-specific copy adaptation
+  Write the same campaign across all 4 platforms:
+  Campaign: "Free Trial Launch — Business Analytics Tool"
+
+  Google Search RSA: 10 headlines (30 chars), 4 descriptions (90 chars)
+  Google YouTube: 1 skippable in-stream script (25 seconds)
+  Meta Feed Ad: Primary text (125 visible), headline (40 chars),
+  description (30 chars)
+  LinkedIn Sponsored Content: Intro text (150 chars visible),
+  headline (70 chars)
+  Microsoft Search Ad: 15 headlines (30 chars), 4 descriptions
+  (90 chars)
+
+  For each platform version:
+  - Adapt tone and style to platform norms
+  - Adjust CTA to platform user behavior
+  - Optimize for platform-specific character limits
+
+  Part 2: Cross-platform messaging consistency
+  1. Define the unified brand message
+  2. Identify what stays the same across platforms (core value prop)
+  3. Identify what adapts per platform (tone, CTA, format)
+  4. Create the cross-platform messaging matrix
+
+  Part 3: Attribution and measurement
+  1. Design the cross-platform attribution model
+  2. Explain how to measure incremental lift from each platform
+  3. Define when to shift budget between platforms
+  4. Create the unified reporting dashboard
+
+  Part 4: Cross-platform remarketing
+  1. Write remarketing ads for users who:
+     - Saw YouTube ad → Target on Google Search
+     - Clicked LinkedIn ad → Retarget on Meta
+     - Visited from Google → Retarget on Microsoft Audience Network
+  2. Explain the cross-platform remarketing copy strategy
+
+assertions:
+  - type: llm_judge
+    criteria: "Platform adaptations are authentic — copy feels native to each platform's user experience rather than the same ad forced into different character limits"
+    weight: 0.30
+    description: "Authentic platform adaptations"
+  - type: llm_judge
+    criteria: "Brand consistency is maintained — despite platform-specific adaptations, the core brand message and positioning remain recognizable across all platforms"
+    weight: 0.25
+    description: "Cross-platform brand consistency"
+  - type: llm_judge
+    criteria: "Cross-platform remarketing strategy is sophisticated — leverages user data from one platform to inform messaging on another"
+    weight: 0.25
+    description: "Sophisticated cross-platform remarketing"
+  - type: llm_judge
+    criteria: "Budget allocation is data-informed — distributes spend based on platform strengths and the B2B SaaS buyer journey"
+    weight: 0.20
+    description: "Data-informed budget allocation"

package/courses/ad-copy-google-ads/scenarios/level-5/google-ads-innovation.yaml

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+meta:
+  id: google-ads-innovation
+  level: 5
+  course: ad-copy-google-ads
+  type: output
+  description: "Pioneer innovative Google Ads copy approaches using emerging formats and creative techniques"
+  tags: [google-ads, innovation, emerging-formats, creative, mastery]
+
+state: {}
+
+trigger: |
+  Innovation in Google Ads copy means pushing beyond conventional
+  best practices to discover new approaches that create competitive
+  advantage. This requires understanding emerging formats, testing
+  unconventional copy strategies, and anticipating where Google Ads
+  is heading.
+
+  Pioneer innovative approaches across 5 areas:
+
+  Area 1: Conversational ad copy
+  Traditional search ads use formal, benefit-driven language.
+  Test a conversational approach that mirrors how people actually talk.
+  Business: Online therapy platform ($65/session)
+  Task: Write RSAs in a conversational, first-person tone that
+  feels like a friend's recommendation rather than an advertisement.
+  Compare with traditional benefit-driven copy.
+
+  Area 2: Story-driven search ads
+  Search ads typically focus on features and CTAs. Test a
+  micro-storytelling approach within character limits.
+  Business: Career coaching service ($500/package)
+  Task: Write RSAs that tell a miniature story arc (problem →
+  turning point → outcome) entirely within 30-char headlines
+  and 90-char descriptions.
+
+  Area 3: Question-based ad copy
+  Instead of statements, test ads that are entirely questions.
+  Business: Home renovation service
+  Task: Write RSAs where every headline is a question. Compare
+  engagement predictions with statement-based ads.
+
+  Area 4: Anti-advertising copy
+  Break conventional ad patterns with radical honesty and
+  transparency that stands out in a sea of optimized copy.
+  Business: Budget accounting software ($9/month)
+  Task: Write ads that use radical honesty ("We're not the best,
+  but we're the simplest") and predict whether authenticity
+  outperforms polished marketing copy.
+
+  Area 5: Interactive ad experiences
+  Design Google Ads copy that creates engagement beyond the click —
+  using lead form extensions, call extensions, and messaging
+  extensions as interactive entry points.
+  Business: Custom furniture maker ($2,000-$10,000 pieces)
+  Task: Write ad copy that creates a conversational funnel
+  through lead form questions, turning the ad itself into a
+  qualifying experience.
+
+  For each area:
+  1. Write the innovative ad copy
+  2. Write the conventional comparison version
+  3. Predict which performs better and for which metrics (CTR vs
+     conversion rate vs CPA)
+  4. Identify the risks of the innovative approach
+  5. Design the test methodology to validate the innovation
+  6. Explain when this approach would and wouldn't work
+
+assertions:
+  - type: llm_judge
+    criteria: "Innovations are genuinely creative — each approach represents a meaningful departure from conventional Google Ads copy rather than superficial changes"
+    weight: 0.30
+    description: "Genuinely creative innovations"
+  - type: llm_judge
+    criteria: "Risk assessment is honest — acknowledges that innovations may underperform conventional approaches and identifies specific failure scenarios"
+    weight: 0.25
+    description: "Honest risk assessment"
+  - type: llm_judge
+    criteria: "Testing methodology is rigorous — provides proper experiment design to validate each innovation rather than just implementing and hoping"
+    weight: 0.25
+    description: "Rigorous testing methodology"
+  - type: llm_judge
+    criteria: "Contextual recommendations are clear — specifies which business types, audiences, and situations each innovative approach suits best"
+    weight: 0.20
+    description: "Clear contextual recommendations"

package/courses/ad-copy-google-ads/scenarios/level-5/google-ads-mastery-challenge.yaml

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+meta:
+  id: google-ads-mastery-challenge
+  level: 5
+  course: ad-copy-google-ads
+  type: output
+  description: "Complete a comprehensive Google Ads mastery challenge testing all skills across formats and strategies"
+  tags: [google-ads, mastery, comprehensive, challenge, assessment]
+
+state: {}
+
+trigger: |
+  This mastery challenge tests all Google Ads copywriting skills
+  in a single, complex scenario that mirrors real-world agency work.
+
+  Client brief: "GreenBuild Construction"
+  - Services: Residential solar installation, energy-efficient
+    windows, insulation, HVAC systems, EV charger installation
+  - Service area: 3 states (California, Texas, Florida)
+  - Target: Homeowners, property managers, commercial buildings
+  - Budget: $120,000/month across all channels
+  - Current state: Running basic search campaigns only, ROAS 2.1x
+  - Goal: Expand to all Google Ads channels, achieve 4x ROAS,
+    and become the dominant player in green home improvement
+
+  Complete all of the following:
+
+  Challenge 1: Campaign architecture (15 min)
+  Design the full campaign structure: Search, Shopping (for products
+  like solar panels), Performance Max, YouTube, Display, and
+  Demand Gen. Define each campaign's role, budget, and audience.
+
+  Challenge 2: Search copy (20 min)
+  Write RSAs for 6 ad groups:
+  1. Solar installation (branded)
+  2. Solar installation (non-branded)
+  3. Energy-efficient windows
+  4. EV charger installation
+  5. Competitor terms
+  6. Emergency HVAC repair
+
+  Challenge 3: Performance Max (10 min)
+  Write 3 asset groups: Solar, Windows/Insulation, HVAC
+
+  Challenge 4: YouTube (10 min)
+  Write scripts for: 1 bumper ad (brand), 1 skippable ad (solar),
+  1 non-skippable ad (seasonal HVAC)
+
+  Challenge 5: Remarketing (10 min)
+  Write remarketing sequences for: Quote requesters who didn't
+  close, past customers for cross-sell, website browsers
+
+  Challenge 6: Seasonal strategy (10 min)
+  Write summer (AC/solar peak) and winter (insulation/heating)
+  campaign transitions
+
+  Challenge 7: Reporting (5 min)
+  Write the executive summary for a monthly performance report
+
+  Submit all deliverables with character count verification.
+
+assertions:
+  - type: llm_judge
+    criteria: "All deliverables are complete — every challenge section is addressed with full, character-compliant ad copy across all required formats"
+    weight: 0.25
+    description: "Complete deliverable coverage"
+  - type: llm_judge
+    criteria: "Campaign architecture is cohesive — all channels work together as a unified strategy rather than disconnected campaigns"
+    weight: 0.25
+    description: "Cohesive campaign architecture"
+  - type: llm_judge
+    criteria: "Copy quality is consistently high — even under time pressure simulation, every ad is compelling, specific, and differentiated"
+    weight: 0.25
+    description: "Consistently high copy quality"
+  - type: llm_judge
+    criteria: "Strategic thinking is demonstrated — budget allocation, seasonal transitions, and remarketing sequences show sophisticated strategic reasoning"
+    weight: 0.25
+    description: "Demonstrated strategic thinking"

package/courses/ad-copy-google-ads/scenarios/level-5/google-ads-psychology-frameworks.yaml

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+meta:
+  id: google-ads-psychology-frameworks
+  level: 5
+  course: ad-copy-google-ads
+  type: output
+  description: "Apply advanced persuasion psychology to Google Ads copy across search and display formats"
+  tags: [google-ads, psychology, persuasion, behavioral-science, mastery]
+
+state: {}
+
+trigger: |
+  Master-level Google Ads copywriters understand the cognitive
+  science behind search behavior, click decisions, and conversion
+  psychology. Search ads have unique psychological dynamics:
+  users are in active search mode, comparing options, and making
+  decisions under time pressure.
+
+  Apply 6 psychological frameworks to Google Ads copy:
+
+  Framework 1: Processing fluency
+  Product: Cloud storage service ($9.99/month)
+  Principle: People prefer things that are easy to process mentally
+  Challenge: Simplify a technical product into instantly
+  understandable ad copy
+  Task: Write 3 RSA variations — one with high fluency (simple),
+  one with medium, one with low (technical). Predict click behavior.
+
+  Framework 2: Serial position effect
+  Product: E-commerce fashion ($50-$200 items)
+  Principle: People remember the first and last items in a list best
+  Challenge: Arrange RSA headlines so the most important messages
+  appear in position 1 and 3 (last shown)
+  Task: Write pinned RSAs exploiting the primacy and recency effects
+
+  Framework 3: Paradox of choice
+  Product: Insurance comparison website (auto, home, life, health,
+  pet, travel, renters, umbrella)
+  Principle: Too many options paralyze decision-making
+  Challenge: Write ads that focus on one insurance type per ad group
+  vs one ad that lists all types. Compare expected performance.
+
+  Framework 4: Prospect theory and loss aversion
+  Product: Cybersecurity for SMBs ($149/month)
+  Principle: Losses feel 2x more painful than equivalent gains
+  Challenge: Write gain-framed ads ("Protect your business") vs
+  loss-framed ads ("Don't lose $50K to a data breach"). Test both.
+
+  Framework 5: Authority bias
+  Product: Online learning platform ($99/course)
+  Principle: People defer to recognized authorities
+  Challenge: Write ads emphasizing instructor credentials,
+  university partnerships, and industry certifications
+  Task: Write authority-heavy vs peer-proof-heavy ad versions
+
+  Framework 6: Commitment and consistency
+  Product: B2B consulting ($10,000+ engagements)
+  Principle: Once someone takes a small step, they're more likely
+  to take larger steps
+  Challenge: Write a progressive commitment sequence —
+  free guide → free consultation → paid engagement
+  Task: Write ads for each commitment stage
+
+  For each framework:
+  1. Explain the psychological principle in 2-3 sentences
+  2. Write complete Google Ads applying the framework
+  3. Write a control version without the framework
+  4. Predict the performance difference with reasoning
+  5. Identify the ethical boundary
+  6. Explain how the search context (active decision-making)
+     amplifies or moderates the psychological effect
+
+assertions:
+  - type: llm_judge
+    criteria: "Psychological frameworks are correctly applied to search context — accounts for how active search behavior interacts with each cognitive bias"
+    weight: 0.30
+    description: "Context-correct framework application"
+  - type: llm_judge
+    criteria: "Control versions provide meaningful contrast — the version without the framework is noticeably less effective, validating the principle"
+    weight: 0.25
+    description: "Meaningful control contrast"
+  - type: llm_judge
+    criteria: "Ethical boundaries are honestly assessed — each framework includes where persuasion ends and manipulation begins"
+    weight: 0.25
+    description: "Honest ethical assessment"
+  - type: llm_judge
+    criteria: "Search-specific dynamics are addressed — explains why some psychological effects are stronger or weaker in search vs other channels"
+    weight: 0.20
+    description: "Search-specific dynamics"

package/courses/ad-copy-google-ads/scenarios/level-5/google-ads-roi-measurement.yaml

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+meta:
+  id: google-ads-roi-measurement
+  level: 5
+  course: ad-copy-google-ads
+  type: output
+  description: "Measure and prove the ROI of Google Ads copywriting through advanced attribution and testing"
+  tags: [google-ads, roi, measurement, attribution, value-proof, mastery]
+
+state: {}
+
+trigger: |
+  Proving the ROI of ad copy improvement is one of the hardest
+  challenges in digital advertising. How do you isolate the impact
+  of better headlines from other variables (bidding, targeting,
+  seasonality, landing pages)?
+
+  Build comprehensive ROI measurement frameworks:
+
+  Part 1: Isolating copy impact
+  Design controlled experiments for 3 scenarios:
+
+  Scenario A: Headline optimization impact
+  Business: B2B SaaS ($199/month)
+  Experiment: Run identical campaigns with only headline variations
+  for 4 weeks across matched geographic regions
+  Task: Design the experiment, write the control and test copy,
+  define the measurement methodology, and write the results
+  interpretation framework
+
+  Scenario B: Full creative refresh impact
+  Business: E-commerce ($80 avg AOV)
+  Experiment: Refresh all ad copy simultaneously vs incremental
+  refresh, measuring total revenue impact
+  Task: Design A/B/C test (full refresh vs incremental vs control)
+  with copy for all three groups
+
+  Scenario C: Extension copy optimization impact
+  Business: Local service company
+  Experiment: Test the impact of optimized sitelinks, callouts,
+  and structured snippets on overall campaign performance
+  Task: Design the isolation test and write optimized extensions
+
+  Part 2: Attribution modeling for copy
+  1. Explain how different attribution models (last-click,
+     data-driven, linear, time-decay) affect copy performance
+     assessment
+  2. Design a copy-specific attribution approach
+  3. Calculate the lifetime value of a "great headline" using
+     compound CTR and conversion improvements
+
+  Part 3: Financial modeling
+  1. Build a Google Ads copy ROI calculator:
+     Input: Current CTR, conversion rate, CPC, monthly spend
+     Output: Revenue impact of each 0.5% CTR improvement
+  2. Calculate the value of a 1-point Quality Score improvement
+  3. Model the compound effect of copy improvements over 12 months
+
+  Part 4: Presenting ROI to stakeholders
+  1. Write the "copy optimization value" presentation for C-suite
+  2. Create the monthly ROI dashboard structure
+  3. Design the annual copy investment justification
+
+assertions:
+  - type: llm_judge
+    criteria: "Experiments are well-designed — properly isolate copy variables from other factors (bidding, targeting, seasonality) to measure true copy impact"
+    weight: 0.30
+    description: "Well-designed isolation experiments"
+  - type: llm_judge
+    criteria: "Financial modeling is rigorous — ROI calculations use realistic assumptions, compound effects, and sensitivity analysis"
+    weight: 0.25
+    description: "Rigorous financial modeling"
+  - type: llm_judge
+    criteria: "Attribution approach is sophisticated — goes beyond simple last-click to consider how copy influences users at different touchpoints"
+    weight: 0.25
+    description: "Sophisticated attribution approach"
+  - type: llm_judge
+    criteria: "Stakeholder presentation is compelling — translates technical copy metrics into business impact language that executives understand"
+    weight: 0.20
+    description: "Compelling stakeholder presentation"

package/courses/ad-copy-meta-facebook/course.yaml

@@ -0,0 +1,10 @@
+id: ad-copy-meta-facebook
+name: "Ad Copy Writing for Meta/Facebook Ads"
+description: >
+  Master Meta/Facebook ad copywriting — from scroll-stopping hooks and
+  headline formulas to audience-specific messaging, funnel-stage copy,
+  A/B testing, compliance with Meta policies, dynamic creative optimization,
+  and performance-driven copy across all Meta ad formats.
+levels: 5
+scenarios_per_level: 10
+tags: [meta-ads, facebook-ads, ad-copy, paid-social, conversion]