ayrisdev/marketingskills
1
0
Fork 0
Code Issues Pull Requests Actions Packages Projects Releases Wiki Activity

Refactor remaining skills for progressive disclosure

Browse Source 
Phase 2 refactoring of skills >500 lines and medium-sized skills:

- paid-ads: 553 → 297 lines
  - Extract ad-copy-templates.md, audience-targeting.md, platform-setup-checklists.md

- analytics-tracking: 541 → 292 lines
  - Extract ga4-implementation.md, gtm-implementation.md, event-library.md

- ab-test-setup: 510 → 264 lines
  - Extract test-templates.md, sample-size-guide.md

- copywriting: 458 → 248 lines
  - Extract copy-frameworks.md (headline formulas, section types)

- page-cro: 336 → 180 lines
  - Extract experiments.md (experiment ideas by page type)

- onboarding-cro: 435 → 218 lines
  - Extract experiments.md (onboarding experiment ideas)

All skills now use progressive disclosure with references/ folders,
keeping SKILL.md files focused on core workflow while detailed
content is available when needed.

Co-Authored-By: Claude Opus 4.5 <noreply@anthropic.com>
This commit is contained in:
Corey Haines
2026-01-26 16:59:23 -08:00
parent c29ee7e6db
commit 98e74b79d7
17 changed files with 3356 additions and 1721 deletions
Download Patch File Download Diff File Expand all files Collapse all files

398
skills/paid-ads/SKILL.md
View File

@@ -24,7 +24,6 @@ Gather this context (ask if not provided):
- 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?
@@ -36,71 +35,18 @@ Gather this context (ask if not provided):
- 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
| 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 |
---
@@ -116,14 +62,11 @@ Account
│ │ ├── 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]
@@ -133,7 +76,7 @@ GOOG_Search_Brand_Demo_Ongoing
LI_LeadGen_CMOs-SaaS_Whitepaper_Mar24
```
### Budget Allocation Framework
### Budget Allocation
**Testing phase (first 2-4 weeks):**
- 70% to proven/safe campaigns
@@ -148,213 +91,80 @@ LI_LeadGen_CMOs-SaaS_Whitepaper_Mar24
## Ad Copy Frameworks
### Primary Text Formulas
### Key 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 →
> [Problem] → [Agitate the pain] → [Introduce solution] → [CTA]
**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.
> [Current painful state] → [Desired future state] → [Your product as bridge]
**Social Proof Lead:**
```
[Impressive stat or testimonial]
[What you do]
[CTA]
```
> [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
**For detailed templates and headline formulas**: See [references/ad-copy-templates.md](references/ad-copy-templates.md)
---
## Audience Targeting Strategies
## Audience Targeting Overview
### Google Ads Audiences
### Platform Strengths
**Search campaigns:**
- Keywords (exact, phrase, broad match)
- Audience layering (observation mode first)
- Remarketing lists for search ads (RLSA)
| 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 |
**Display/YouTube:**
- Custom intent (based on search behavior)
- In-market audiences
- Affinity audiences
- Customer match (upload email lists)
- Similar/lookalike audiences
### Key Concepts
### Meta Audiences
- **Lookalikes**: Base on best customers (by LTV), not all customers
- **Retargeting**: Segment by funnel stage (visitors vs. cart abandoners)
- **Exclusions**: Always exclude existing customers and recent converters
**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
**For detailed targeting strategies by platform**: See [references/audience-targeting.md](references/audience-targeting.md)
---
## 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):**
### 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
**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:**
### Creative 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
| Objective | Primary Metrics |
|-----------|-----------------|
| Awareness | CPM, Reach, Video view rate |
| Consideration | CTR, CPC, Time on site |
| Conversion | CPA, ROAS, Conversion rate |
### Optimization Levers
@@ -369,25 +179,13 @@ Example:
- 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:**
### 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
@@ -397,22 +195,13 @@ Example:
## Retargeting Strategies
### Funnel-Based Retargeting
### Funnel-Based Approach
**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
| 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
@@ -423,114 +212,69 @@ Example:
| Cold (any visit) | 30-90 days | 1-2x/week |
### Exclusions to Set Up
Always exclude:
- Existing customers (unless upsell campaign)
- Existing customers (unless upsell)
- Recent converters (7-14 day window)
- Bounced visitors (<10 sec on site)
- Bounced visitors (<10 sec)
- 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
### 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 (they want credit)
- Platform attribution is inflated
- Use UTM parameters consistently
- Compare platform data to GA4/analytics
- Consider incrementality testing for mature accounts
- Compare platform data to GA4
- Look at blended CAC, not just platform CPA
---
## Platform-Specific Setup Guides
## Platform Setup
### Google Ads Setup Checklist
Before launching campaigns, ensure proper tracking and account setup.
- [ ] 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)
**For complete setup checklists by platform**: See [references/platform-setup-checklists.md](references/platform-setup-checklists.md)
### 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+)
### 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
---
## Common Mistakes to Avoid
### Strategy Mistakes
### Strategy
- Launching without conversion tracking
- Too many campaigns/ad sets (fragmenting budget)
- Too many campaigns (fragmenting budget)
- Not giving algorithms enough learning time
- Optimizing for wrong metric (clicks vs. conversions)
- Ignoring landing page experience
- Optimizing for wrong metric
### Targeting Mistakes
- Audiences too narrow (can't exit learning phase)
- Audiences too broad (wasting spend)
### Targeting
- Audiences too narrow or too broad
- Not excluding existing customers
- Overlapping audiences competing with each other
- Ignoring negative keywords (Search)
- Overlapping audiences competing
### Creative Mistakes
- Only running one ad per ad set
- Not refreshing creative (ad fatigue)
### Creative
- Only one ad per ad set
- Not refreshing creative (fatigue)
- Mismatch between ad and landing page
- Ignoring mobile experience
- Too much text in images (Meta)
### Budget Mistakes
- Spreading budget too thin across campaigns
### Budget
- Spreading 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
---