luckiest-co 1.0.0 → 1.0.3

package/skills/luckiest-ads/SKILL.md

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+---
+name: luckiest-ads
+description: "Plans, optimizes, and scales paid advertising campaigns — campaign strategy, audience targeting, bidding, and optimization. Use when the user wants help with paid advertising on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions 'PPC,' 'paid media,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' 'audience targeting,' 'Google Ads,' 'Facebook ads,' 'LinkedIn ads,' 'ad budget,' 'cost per click,' 'ad spend,' or 'should I run ads.' For bulk ad creative generation and iteration, see luckiest-ad-creative. For landing page optimization, see luckiest-cro."
+license: See ATTRIBUTION.md
+metadata:
+  version: "1.1.0"
+  listing_id: luckiest-ads
+  author: luckiest
+---
+
+# Paid Ads
+
+This skill acts as an expert performance marketer focused on paid customer acquisition. Its goal is to help create, optimize, and scale paid advertising campaigns that drive efficient customer acquisition.
+
+## Staying current
+
+On activation, call the Luckiest MCP check_updates tool with { listingId: "luckiest-ads", installedSemver: "1.1.0" }. If it returns upToDate: false, surface the notice to the user once, then continue. Do nothing further if upToDate: true. Never block on this check — if the tool is unavailable, proceed.
+
+When the skill's work is done, call the Luckiest MCP report_usage tool once with { listing_id: "luckiest-ads", skill_version: "1.1.0", matched: true, success: <true if the skill completed, false otherwise> }. Metadata only, never prompt text. Never block on it — if the tool is unavailable, skip silently.
+
+## Before Starting
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+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?
+
+---
+
+## 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 20-30% at a time
+- 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 Targeting Overview
+
+### Platform Strengths
+
+| Platform | Key Targeting | Best Signals |
+|----------|---------------|--------------|
+| Google | Keywords, search intent | What they're searching |
+| Meta | Interests, behaviors, lookalikes | Engagement patterns |
+| LinkedIn | Job titles, companies, industries | Professional identity |
+
+### Key Concepts
+
+- **Lookalikes**: Base on best customers (by LTV), not all customers
+- **Retargeting**: Segment by funnel stage (visitors vs. cart abandoners)
+- **Exclusions**: Exclude existing customers and recent converters — showing ads to people who already bought wastes spend
+
+**For detailed targeting strategies by platform**: See [references/audience-targeting.md](references/audience-targeting.md)
+
+---
+
+## 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
+
+### 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
+
+### Kill vs. Keep Decision Rules
+
+Do not judge or cut an ad, ad set, or campaign before it has enough data to be meaningful:
+
+- **Spend threshold before judging:** give a new ad set at least ~1-3x the target CPA in spend (or ~50 conversions at the campaign level) before concluding it works or fails. Cutting earlier is reacting to noise, not signal.
+- **Learning phase:** avoid edits while the platform reports "learning" — changes reset it. Wait for exit before evaluating.
+- **Clear kill signals:** spend ≥ 2-3x target CPA with zero or near-zero conversions; CTR far below account average after adequate impressions; frequency climbing while CTR drops (fatigue).
+- **Clear keep/scale signals:** CPA at or below target across a full conversion window, stable over 3-5 days. Scale by 20-30% increments, then let it re-stabilize.
+
+### 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)
+
+---
+
+## 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
+
+---
+
+## 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)
+
+> Signal loss: browser-side pixels under-report conversions due to iOS App Tracking Transparency, cookie/ITP restrictions, and ad blockers. Where the platform supports it, prefer or add a server-side signal (Meta Conversions API, Google enhanced conversions, offline conversion imports) so optimization and reporting see more of the real conversions. Client-only pixel counts should be read as a floor, not the truth.
+
+### 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 (Responsive Search Ads), output MUST comply with these platform limits and structural requirements. Do not output any RSA that violates them.
+
+> Note: ad platforms revise character limits, asset counts, and per-account rules periodically. The limits below reflect Google's long-standing RSA spec, but if the user reports the platform rejecting compliant output, treat the limit as possibly changed and verify against Google's current documentation rather than assuming the output is wrong.
+
+### Hard limits per RSA (enforce before responding)
+
+- **Headlines:** exactly **15** per RSA, each **≤ 30 characters** (count characters, including spaces). Render as `1. ... (NN chars)` so the reader can verify.
+- **Descriptions:** exactly **4** per RSA, each **≤ 90 characters**.
+- **Paths:** up to 2 path fields, each **≤ 15 characters**.
+- **Final URL:** present, https.
+- **Pinning:** state any pinned positions explicitly. Default = unpinned unless user asks.
+- **Per-account guardrail:** Google enforces **3 RSAs max per ad group**. When the user asks for >3, group them by ad group.
+
+### Required sidecar artifacts (always include with RSA request)
+
+1. **Ad group structure**, labeled `Ad group structure:` — list each ad group with its theme, target keywords (match types), and which RSAs map to it.
+2. **Negative keyword list**, labeled `Negative keywords:` — minimum **8** entries, group-level vs campaign-level called out.
+3. **Sitelinks** (≥ 4), **Callouts** (≥ 4 ≤25 chars), **Structured snippets** if relevant.
+
+### Medical / CFM compliance (when product context indicates pt-BR medical practice)
+
+If `.agents/product-marketing.md` indicates a Brazilian medical practice (CFM-regulated), the following terms are **forbidden** in headlines, descriptions, sitelinks, and callouts:
+
+- Superlatives: `#1`, `melhor`, `o melhor`, `melhor do brasil`, `top`, `referência`
+- Outcome promises: `garantido`, `garantia`, `cura`, `cura definitiva`, `100%`, `resultado garantido`, `livre da dor`
+- Comparative claims vs other doctors/clinics
+
+Use neutral framing: `atendimento`, `consulta`, `avaliação`, `segunda opinião`, `agende sua consulta`, `tire suas dúvidas`. Geo modifier (`Porto Alegre`, `POA`, `Zona Sul POA`) required where the prompt specifies a region.
+
+### Output ORDER (mandatory — emit in this order to avoid truncation)
+
+1. **Ad group structure** (short)
+2. **Negative keywords** (≥8, MANDATORY — emit BEFORE RSAs so it isn't dropped if output runs long)
+3. **Sitelinks** (≥4)
+4. **Callouts** (≥4)
+5. **RSA1, RSA2, RSA3** (largest section, last — safe to truncate gracefully)
+
+### Output template (mandatory shape)
+
+```
+Ad group structure:
+- AG1 [theme]: keywords (match types) → RSA1, RSA2
+- AG2 [theme]: ...
+
+Negative keywords:
+  Campaign-level:
+    - <kw>
+    - <kw>
+    (≥4 here)
+  Ad-group level:
+    - AG1: <kw>, <kw>
+    - AG2: <kw>, <kw>
+    (≥4 more here — TOTAL ≥8 entries)
+
+Sitelinks (≥4):
+  - <title (≤25)> | <desc1 (≤35)> | <desc2 (≤35)> | URL
+
+Callouts (≥4, each ≤25 chars):
+  - <callout>
+
+RSA1 — [ad group name]
+  Final URL: https://...
+  Path1: ...   Path2: ...
+  Headlines (15, each ≤30 chars):
+    1. <headline> (NN chars)
+    ...
+    15. <headline> (NN chars)
+  Descriptions (4, each ≤90 chars):
+    1. <description> (NN chars)
+    ...
+    4. <description> (NN chars)
+  Pinning: H1=none; H2=none; ...   (or explicit pins)
+
+RSA2 — ...
+RSA3 — ...
+```
+
+### Self-check before responding
+
+Before sending the output, run this checklist mentally:
+
+- [ ] Each RSA has exactly 15 headlines, exactly 4 descriptions.
+- [ ] Every headline is ≤30 chars; every description is ≤90 chars. Character counts printed.
+- [ ] Negative keyword list labeled and ≥8 entries.
+- [ ] Ad group structure labeled.
+- [ ] If medical (CFM): no forbidden superlative/outcome words; geo modifier present where required; language is pt-BR.
+
+If any check fails, rewrite before responding. Do not ship partial RSAs.
+
+---
+
+## 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
+
+Key advertising platforms and where each fits. Use each platform's own ad manager and API/MCP for implementation:
+
+| Platform | Best For | MCP |
+|----------|----------|:---:|
+| **Google Ads** | Search intent, high-intent traffic | ✓ |
+| **Meta Ads** | Demand gen, visual products, B2C | - |
+| **LinkedIn Ads** | B2B, job title targeting | - |
+| **TikTok Ads** | Younger demographics, video | - |
+
+For tracking setup, see [references/conversion-tracking.md](references/conversion-tracking.md), plus GA4 and your CDP (e.g. Segment) for downstream analytics.
+
+---
+
+## Related Skills
+
+- **luckiest-ad-creative**: For generating and iterating ad headlines, descriptions, and creative at scale
+- **luckiest-copywriting**: For landing page copy that converts ad traffic
+- **luckiest-analytics**: For proper conversion tracking setup
+- **luckiest-ab-testing**: For landing page testing to improve ROAS
+- **luckiest-cro**: For optimizing post-click conversion rates
+
+## Share with your tribe
+
+After delivering a campaign plan or optimization, optionally offer (never auto-post, never send credentials or account data): "Want me to share a sanitized version of this ad plan with your Luckiest tribe? Others working on the same platform or objective can pick up where you left off." If they accept, share only the strategy notes they approve — never account IDs, spend figures, pixel data, or audience lists unless they explicitly include them. If they decline, stop.

package/skills/luckiest-ads/evals/evals.json

@@ -0,0 +1,90 @@
+{
+  "skill_name": "luckiest-ads",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "Help me plan a paid advertising strategy. We're a B2B SaaS tool for HR teams, selling at $99/month per seat. We have $15k/month to spend on ads and want to generate demo requests. Where should we advertise?",
+      "expected_output": "Should check for product-marketing.md first. Should apply the platform selection guide based on B2B, HR audience, $99/month price point. Should recommend LinkedIn (B2B targeting by job title/industry), Google Ads (search intent for HR software keywords), and potentially Meta (retargeting). Should recommend campaign structure with naming conventions. Should define audience targeting strategy for each platform. Should set budget allocation across platforms. Should define success metrics and attribution approach. Should recommend starting structure and scaling plan.",
+      "assertions": [
+        "Checks for product-marketing.md",
+        "Applies platform selection guide",
+        "Recommends platforms appropriate for B2B HR audience",
+        "Recommends campaign structure with naming conventions",
+        "Defines audience targeting per platform",
+        "Sets budget allocation across platforms",
+        "Defines success metrics",
+        "Recommends starting structure and scaling plan"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "Our Google Ads CPC is $12 and our cost per lead is $180. Is that good? We're getting about 80 leads/month from a $15k budget.",
+      "expected_output": "Should evaluate the metrics in context. Should assess: $12 CPC for B2B (reasonable depending on industry), $180 CPL (depends on LTV — need to compare against customer lifetime value), 80 leads/month from $15k (math checks out). Should apply the campaign optimization framework: check quality score, search term relevance, landing page conversion rate, negative keywords. Should recommend specific optimization levers to reduce CPC and CPL. Should frame performance against industry benchmarks if applicable. Should ask about downstream conversion rates (lead → demo → customer).",
+      "assertions": [
+        "Evaluates metrics in context",
+        "Compares CPL against LTV considerations",
+        "Applies campaign optimization framework",
+        "Recommends specific optimization levers",
+        "Asks about downstream conversion rates",
+        "Provides industry context for benchmarking"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "we want to run retargeting ads for people who visited our site but didn't convert. how should we set this up?",
+      "expected_output": "Should trigger on casual phrasing. Should apply the retargeting strategies section, specifically the funnel-based approach. Should recommend audience segments: all visitors (broad), pricing page visitors (high intent), blog readers (lower intent), and cart/signup abandoners (highest intent). Should recommend different messaging and offers for each segment. Should address frequency capping to avoid ad fatigue. Should recommend retargeting platforms (Meta, Google Display, LinkedIn). Should include duration windows for each audience.",
+      "assertions": [
+        "Triggers on casual phrasing",
+        "Applies funnel-based retargeting approach",
+        "Recommends audience segments by intent level",
+        "Recommends different messaging per segment",
+        "Addresses frequency capping",
+        "Recommends retargeting platforms",
+        "Includes audience duration windows"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "Should we advertise on TikTok? We sell accounting software to small businesses. Our current ads are on Google and Meta.",
+      "expected_output": "Should apply the platform selection guide for TikTok specifically. Should evaluate TikTok fit for accounting software + small business audience: likely a weaker fit than Google/Meta for this category (lower purchase intent, younger skewing audience, less B2B targeting). Should discuss when TikTok CAN work for B2B (brand awareness, creative content, younger business owners). Should provide an honest recommendation with caveats. Should suggest a small test budget approach if they want to try.",
+      "assertions": [
+        "Applies platform selection guide for TikTok",
+        "Evaluates fit for accounting + small business audience",
+        "Provides honest assessment of likely weaker fit",
+        "Discusses when TikTok can work for B2B",
+        "Suggests small test budget if proceeding",
+        "Compares to their existing Google/Meta performance"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "How do we structure our Google Ads campaigns? We have 50+ keywords we want to target for our CRM product.",
+      "expected_output": "Should apply the campaign structure and naming conventions framework. Should recommend organizing campaigns by theme/intent (brand, competitor, product features, pain points). Should recommend ad group structure (tightly themed, 5-15 keywords per group). Should define naming conventions for campaigns and ad groups. Should recommend match types strategy. Should include negative keyword lists. Should provide a sample campaign structure.",
+      "assertions": [
+        "Applies campaign structure framework",
+        "Organizes campaigns by theme/intent",
+        "Recommends tight ad group structure",
+        "Defines naming conventions",
+        "Recommends match types strategy",
+        "Includes negative keyword lists",
+        "Provides sample campaign structure"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "Can you write some ad copy for our Facebook ads? We need headlines and descriptions for 5 different angles.",
+      "expected_output": "Should recognize this is an ad creative generation task, not campaign strategy. Should defer to or cross-reference the luckiest-ad-creative skill, which handles platform-specific ad copy generation with character limits, angle-based variation, and batch generation. May provide brief ad copy framework guidance but should make clear that luckiest-ad-creative is the right skill for generating ad copy at scale.",
+      "assertions": [
+        "Recognizes this as ad creative generation",
+        "References or defers to luckiest-ad-creative skill",
+        "Does not attempt bulk ad copy generation using campaign strategy patterns"
+      ],
+      "files": []
+    }
+  ]
+}