opencode-skills-collection 4.0.53 → 4.0.54

package/bundled-skills/paid-ads/SKILL.md

@@ -10,548 +10,9 @@ date_added: "2026-02-27"
 
 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
+## Detailed Guide
 
-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?
-- Any promotions or urgency elements?
-
-### 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?
-- Any existing creative assets?
-
----
-
-## Platform Selection Guide
-
-### Google Ads
-**Best for:** High-intent search traffic, capturing existing demand
-**Use when:**
-- People actively search for your solution
-- You have clear keywords with commercial intent
-- You want bottom-of-funnel conversions
-
-**Campaign types:**
-- Search: Keyword-targeted text ads
-- Performance Max: AI-driven cross-channel
-- Display: Banner ads across Google network
-- YouTube: Video ads
-- Demand Gen: Discovery and Gmail placements
-
-### Meta (Facebook/Instagram)
-**Best for:** Demand generation, visual products, broad targeting
-**Use when:**
-- Your product has visual appeal
-- You're creating demand (not just capturing it)
-- You have strong creative assets
-- You want to build audiences for retargeting
-
-**Campaign types:**
-- Advantage+ Shopping: E-commerce automation
-- Lead Gen: In-platform lead forms
-- Conversions: Website conversion optimization
-- Traffic: Link clicks to site
-- Engagement: Social proof building
-
-### LinkedIn Ads
-**Best for:** B2B targeting, reaching decision-makers
-**Use when:**
-- You're selling to businesses
-- Job title/company targeting matters
-- Higher price points justify higher CPCs
-- You need to reach specific industries
-
-**Campaign types:**
-- Sponsored Content: Feed posts
-- Message Ads: Direct InMail
-- Lead Gen Forms: In-platform capture
-- Document Ads: Gated content
-- Conversation Ads: Interactive messaging
-
-### Twitter/X Ads
-**Best for:** Tech audiences, real-time relevance, thought leadership
-**Use when:**
-- Your audience is active on X
-- You have timely/trending content
-- You want to amplify organic content
-- Lower CPMs matter more than precision targeting
-
-### TikTok Ads
-**Best for:** Younger demographics, viral creative, brand awareness
-**Use when:**
-- Your audience skews younger (18-34)
-- You can create native-feeling video content
-- Brand awareness is a goal
-- You have creative capacity for video
-
----
-
-## 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]
-│       └── Ads...
-└── Campaign 2...
-```
-
-### Naming Conventions
-
-Use consistent naming for easy analysis:
-
-```
-[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 Framework
-
-**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
-
-### Primary Text Formulas
-
-**Problem-Agitate-Solve (PAS):**
-```
-[Problem statement]
-[Agitate the pain]
-[Introduce solution]
-[CTA]
-```
-
-Example:
-> Spending hours on manual reporting every week?
-> While you're buried in spreadsheets, your competitors are making decisions.
-> [Product] automates your reports in minutes.
-> Start your free trial →
-
-**Before-After-Bridge (BAB):**
-```
-[Current painful state]
-[Desired future state]
-[Your product as the bridge]
-```
-
-Example:
-> Before: Chasing down approvals across email, Slack, and spreadsheets.
-> After: Every approval tracked, automated, and on time.
-> [Product] connects your tools and keeps projects moving.
-
-**Social Proof Lead:**
-```
-[Impressive stat or testimonial]
-[What you do]
-[CTA]
-```
-
-Example:
-> "We cut our reporting time by 75%." — Sarah K., Marketing Director
-> [Product] automates the reports you hate building.
-> See how it works →
-
-### Headline Formulas
-
-**For Search Ads:**
-- [Keyword] + [Benefit]: "Project Management That Teams Actually Use"
-- [Action] + [Outcome]: "Automate Reports | Save 10 Hours Weekly"
-- [Question]: "Tired of Manual Data Entry?"
-- [Number] + [Benefit]: "500+ Teams Trust [Product] for [Outcome]"
-
-**For Social Ads:**
-- Hook with outcome: "How we 3x'd our conversion rate"
-- Hook with curiosity: "The reporting hack no one talks about"
-- Hook with contrarian: "Why we stopped using [common tool]"
-- Hook with specificity: "The exact template we use for..."
-
-### CTA Variations
-
-**Soft CTAs (awareness/consideration):**
-- Learn More
-- See How It Works
-- Watch Demo
-- Get the Guide
-
-**Hard CTAs (conversion):**
-- Start Free Trial
-- Get Started Free
-- Book a Demo
-- Claim Your Discount
-- Buy Now
-
-**Urgency CTAs (when genuine):**
-- Limited Time: 30% Off
-- Offer Ends [Date]
-- Only X Spots Left
-
----
-
-## Audience Targeting Strategies
-
-### Google Ads Audiences
-
-**Search campaigns:**
-- Keywords (exact, phrase, broad match)
-- Audience layering (observation mode first)
-- Remarketing lists for search ads (RLSA)
-
-**Display/YouTube:**
-- Custom intent (based on search behavior)
-- In-market audiences
-- Affinity audiences
-- Customer match (upload email lists)
-- Similar/lookalike audiences
-
-### Meta Audiences
-
-**Core audiences (interest/demographic):**
-- Layer interests with AND logic for precision
-- Exclude existing customers
-- Start broad, let algorithm optimize
-
-**Custom audiences:**
-- Website visitors (by page, time on site, frequency)
-- Customer list uploads
-- Engagement (video viewers, page engagers)
-- App activity
-
-**Lookalike audiences:**
-- Source: Best customers (by LTV, not just all customers)
-- Size: Start 1%, expand to 1-3% as you scale
-- Layer: Lookalike + interest for early testing
-
-### LinkedIn Audiences
-
-**Job-based targeting:**
-- Job titles (be specific, avoid broad)
-- Job functions + seniority
-- Skills (self-reported)
-
-**Company-based targeting:**
-- Company size
-- Industry
-- Company names (ABM)
-- Company growth rate
-
-**Combinations that work:**
-- Job function + seniority + company size
-- Industry + job title
-- Company list + decision-maker titles
-
----
-
-## Creative Best Practices
-
-### Image Ads
-
-**What works:**
-- 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%)
-
-**What doesn't:**
-- Generic stock photos
-- Too much text
-- Cluttered visuals
-- Low contrast/hard to read
-
-### Video Ads
-
-**Structure for short-form (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
-
-**Structure for longer-form (60+ sec):**
-1. Hook (0-5 sec)
-2. Problem deep-dive (5-20 sec)
-3. Solution introduction (20-35 sec)
-4. Social proof (35-45 sec)
-5. How it works (45-55 sec)
-6. CTA with offer (55-60 sec)
-
-**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
-
-### Ad Creative Testing
-
-**Testing hierarchy:**
-1. Concept/angle (biggest impact)
-2. Hook/headline
-3. Visual style
-4. Body copy
-5. CTA
-
-**Testing approach:**
-- Test one variable at a time for clean data
-- Need 100+ conversions per variant for significance
-- Kill losers fast (3-5 days with sufficient spend)
-- Iterate on winners
-
----
-
-## Campaign Optimization
-
-### Key Metrics by Objective
-
-**Awareness:**
-- CPM (cost per 1,000 impressions)
-- Reach and frequency
-- Video view rate / watch time
-- Brand lift (if available)
-
-**Consideration:**
-- CTR (click-through rate)
-- CPC (cost per click)
-- Landing page views
-- Time on site from ads
-
-**Conversion:**
-- CPA (cost per acquisition)
-- ROAS (return on ad spend)
-- Conversion rate
-- Cost per lead / cost per sale
-
-### 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
-- Weak offer → improve value proposition
-
-**If CPM is high:**
-- Audience too narrow → expand targeting
-- High competition → try different placements
-- Low relevance score → improve creative fit
-- Bidding too aggressively → adjust bid caps
-
-### Bid Strategies
-
-**Manual/controlled:**
-- Use when: Learning phase, small budgets, need control
-- Manual CPC, bid caps, cost caps
-
-**Automated/smart:**
-- Use when: Sufficient conversion data (50+ per month), scaling
-- Target CPA, target ROAS, maximize conversions
-
-**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 Retargeting
-
-**Top of funnel (awareness):**
-- Audience: Blog readers, video viewers, social engagers
-- Message: Educational content, social proof
-- Goal: Move to consideration
-
-**Middle of funnel (consideration):**
-- Audience: Pricing page visitors, feature page visitors
-- Message: Case studies, demos, comparisons
-- Goal: Move to decision
-
-**Bottom of funnel (decision):**
-- Audience: Cart abandoners, trial users, demo no-shows
-- Message: Urgency, objection handling, offers
-- Goal: 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
-
-Always exclude:
-- Existing customers (unless upsell campaign)
-- Recent converters (7-14 day window)
-- Bounced visitors (<10 sec on site)
-- Irrelevant pages (careers, support)
-
----
-
-## Reporting & Analysis
-
-### Weekly Review Checklist
-
-- [ ] Spend vs. budget pacing
-- [ ] CPA/ROAS vs. targets
-- [ ] Top and bottom performing ads
-- [ ] Audience performance breakdown
-- [ ] Frequency check (fatigue risk)
-- [ ] Landing page conversion rate
-- [ ] Any disapproved ads or policy issues
-
-### Monthly Analysis
-
-- [ ] Overall channel performance vs. goals
-- [ ] Creative performance trends
-- [ ] Audience insights and learnings
-- [ ] Budget reallocation recommendations
-- [ ] Test results and next tests
-- [ ] Competitive landscape changes
-
-### Attribution Considerations
-
-- Platform attribution is inflated (they want credit)
-- Use UTM parameters consistently
-- Compare platform data to GA4/analytics
-- Consider incrementality testing for mature accounts
-- Look at blended CAC, not just platform CPA
-
----
-
-## Platform-Specific Setup Guides
-
-### Google Ads Setup Checklist
-
-- [ ] Conversion tracking installed and tested
-- [ ] Google Analytics 4 linked
-- [ ] Audience lists created (remarketing, customer match)
-- [ ] Negative keyword lists built
-- [ ] Ad extensions set up (sitelinks, callouts, structured snippets)
-- [ ] Brand campaign running (protect branded terms)
-- [ ] Competitor campaign considered
-- [ ] Location and language targeting set
-- [ ] Ad schedule aligned with business hours (if B2B)
-
-### Meta Ads Setup Checklist
-
-- [ ] Pixel installed and events firing
-- [ ] Conversions API set up (server-side tracking)
-- [ ] Custom audiences created
-- [ ] Product catalog connected (if e-commerce)
-- [ ] Domain verified
-- [ ] Business Manager properly configured
-- [ ] Aggregated event measurement prioritized
-- [ ] Creative assets in correct sizes
-- [ ] UTM parameters in all URLs
-
-### LinkedIn Ads Setup Checklist
-
-- [ ] Insight Tag installed
-- [ ] Conversion tracking configured
-- [ ] Matched audiences created
-- [ ] Company page connected
-- [ ] Lead gen form templates created
-- [ ] Document assets uploaded (for Document Ads)
-- [ ] Audience size validated (not too narrow)
-- [ ] Budget realistic for LinkedIn CPCs ($8-15+)
-
----
-
-## Common Mistakes to Avoid
-
-### Strategy Mistakes
-- Launching without conversion tracking
-- Too many campaigns/ad sets (fragmenting budget)
-- Not giving algorithms enough learning time
-- Optimizing for wrong metric (clicks vs. conversions)
-- Ignoring landing page experience
-
-### Targeting Mistakes
-- Audiences too narrow (can't exit learning phase)
-- Audiences too broad (wasting spend)
-- Not excluding existing customers
-- Overlapping audiences competing with each other
-- Ignoring negative keywords (Search)
-
-### Creative Mistakes
-- Only running one ad per ad set
-- Not refreshing creative (ad fatigue)
-- Mismatch between ad and landing page
-- Ignoring mobile experience
-- Too much text in images (Meta)
-
-### Budget Mistakes
-- Spreading budget too thin across campaigns
-- Making big budget changes (disrupts learning)
-- Not accounting for platform minimums
-- Stopping campaigns during learning phase
-- Weekend/off-hours spend without adjustment
-
----
-
-## Questions to Ask
-
-If you need more context:
-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?
-
----
-
-## Related Skills
-
-- **copywriting**: For landing page copy that converts ad traffic
-- **analytics-tracking**: For proper conversion tracking setup
-- **ab-test-setup**: For landing page testing to improve ROAS
-- **page-cro**: For optimizing post-click conversion rates
+Read [the detailed guide](references/detailed-guide.md) before executing this skill. It retains the complete procedure and reference material. Treat its safety, prerequisites, and validation requirements as mandatory. For focused work, load the relevant sections; for end-to-end work, read the guide completely.
 
 ## When to Use
 This skill is applicable to execute the workflow or actions described in the overview.