Refactor remaining skills for progressive disclosure
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>
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Corey Haines
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skills/paid-ads/references/platform-setup-checklists.md
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skills/paid-ads/references/platform-setup-checklists.md
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# Platform Setup Checklists
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Complete setup checklists for major ad platforms.
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## Google Ads Setup
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### Account Foundation
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- [ ] Google Ads account created and verified
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- [ ] Billing information added
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- [ ] Time zone and currency set correctly
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- [ ] Account access granted to team members
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### Conversion Tracking
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- [ ] Google tag installed on all pages
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- [ ] Conversion actions created (purchase, lead, signup)
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- [ ] Conversion values assigned (if applicable)
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- [ ] Enhanced conversions enabled
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- [ ] Test conversions firing correctly
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- [ ] Import conversions from GA4 (optional)
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### Analytics Integration
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- [ ] Google Analytics 4 linked
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- [ ] Auto-tagging enabled
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- [ ] GA4 audiences available in Google Ads
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- [ ] Cross-domain tracking set up (if multiple domains)
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### Audience Setup
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- [ ] Remarketing tag verified
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- [ ] Website visitor audiences created:
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- All visitors (180 days)
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- Key page visitors (pricing, demo, features)
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- Converters (for exclusion)
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- [ ] Customer match lists uploaded
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- [ ] Similar audiences enabled
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### Campaign Readiness
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- [ ] Negative keyword lists created:
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- Universal negatives (free, jobs, careers, reviews, complaints)
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- Competitor negatives (if needed)
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- Irrelevant industry terms
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- [ ] Location targeting set (include/exclude)
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- [ ] Language targeting set
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- [ ] Ad schedule configured (if B2B, business hours)
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- [ ] Device bid adjustments considered
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### Ad Extensions
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- [ ] Sitelinks (4-6 relevant pages)
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- [ ] Callouts (key benefits, offers)
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- [ ] Structured snippets (features, types, services)
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- [ ] Call extension (if phone leads valuable)
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- [ ] Lead form extension (if using)
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- [ ] Price extensions (if applicable)
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- [ ] Image extensions (where available)
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### Brand Protection
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- [ ] Brand campaign running (protect branded terms)
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- [ ] Competitor campaigns considered
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- [ ] Brand terms in negative lists for non-brand campaigns
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---
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## Meta Ads Setup
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### Business Manager Foundation
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- [ ] Business Manager created
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- [ ] Business verified (if running certain ad types)
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- [ ] Ad account created within Business Manager
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- [ ] Payment method added
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- [ ] Team access configured with proper roles
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### Pixel & Tracking
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- [ ] Meta Pixel installed on all pages
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- [ ] Standard events configured:
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- PageView (automatic)
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- ViewContent (product/feature pages)
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- Lead (form submissions)
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- Purchase (conversions)
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- AddToCart (if e-commerce)
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- InitiateCheckout (if e-commerce)
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- [ ] Conversions API (CAPI) set up for server-side tracking
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- [ ] Event Match Quality score > 6
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- [ ] Test events in Events Manager
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### Domain & Aggregated Events
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- [ ] Domain verified in Business Manager
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- [ ] Aggregated Event Measurement configured
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- [ ] Top 8 events prioritized in order of importance
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- [ ] Web events prioritized for iOS 14+ tracking
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### Audience Setup
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- [ ] Custom audiences created:
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- Website visitors (all, 30/60/90/180 days)
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- Key page visitors
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- Video viewers (25%, 50%, 75%, 95%)
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- Page/Instagram engagers
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- Customer list uploaded
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- [ ] Lookalike audiences created (1%, 1-3%)
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- [ ] Saved audiences for common targeting
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### Catalog (E-commerce)
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- [ ] Product catalog connected
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- [ ] Product feed updating correctly
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- [ ] Catalog sales campaigns enabled
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- [ ] Dynamic product ads configured
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### Creative Assets
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- [ ] Images in correct sizes:
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- Feed: 1080x1080 (1:1)
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- Stories/Reels: 1080x1920 (9:16)
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- Landscape: 1200x628 (1.91:1)
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- [ ] Videos in correct formats
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- [ ] Ad copy variations ready
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- [ ] UTM parameters in all destination URLs
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### Compliance
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- [ ] Special Ad Categories declared (if housing, credit, employment, politics)
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- [ ] Landing page complies with Meta policies
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- [ ] No prohibited content in ads
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---
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## LinkedIn Ads Setup
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### Campaign Manager Foundation
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- [ ] Campaign Manager account created
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- [ ] Company Page connected
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- [ ] Billing information added
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- [ ] Team access configured
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### Insight Tag & Tracking
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- [ ] LinkedIn Insight Tag installed on all pages
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- [ ] Tag verified and firing
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- [ ] Conversion tracking configured:
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- URL-based conversions
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- Event-specific conversions
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- [ ] Conversion values set (if applicable)
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### Audience Setup
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- [ ] Matched Audiences created:
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- Website retargeting audiences
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- Company list uploaded (for ABM)
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- Contact list uploaded
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- [ ] Lookalike audiences created
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- [ ] Saved audiences for common targeting
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### Lead Gen Forms (if using)
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- [ ] Lead gen form templates created
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- [ ] Form fields selected (minimize for conversion)
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- [ ] Privacy policy URL added
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- [ ] Thank you message configured
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- [ ] CRM integration set up (or CSV export process)
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### Document Ads (if using)
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- [ ] Documents uploaded (PDF, PowerPoint)
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- [ ] Gating configured (full gate or preview)
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- [ ] Lead gen form connected
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### Creative Assets
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- [ ] Single image ads: 1200x627 (1.91:1) or 1080x1080 (1:1)
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- [ ] Carousel images ready
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- [ ] Video specs met (if using)
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- [ ] Ad copy within character limits:
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- Intro text: 600 max, 150 recommended
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- Headline: 200 max, 70 recommended
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### Budget Considerations
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- [ ] Budget realistic for LinkedIn CPCs ($8-15+ typical)
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- [ ] Audience size validated (50K+ recommended)
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- [ ] Daily vs. lifetime budget decided
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- [ ] Bid strategy selected
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---
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## Twitter/X Ads Setup
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### Account Foundation
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- [ ] Ads account created
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- [ ] Payment method added
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- [ ] Account verified (if required)
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### Tracking
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- [ ] Twitter Pixel installed
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- [ ] Conversion events created
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- [ ] Website tag verified
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### Audience Setup
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- [ ] Tailored audiences created:
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- Website visitors
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- Customer lists
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- [ ] Follower lookalikes identified
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- [ ] Interest and keyword targets researched
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### Creative
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- [ ] Tweet copy within 280 characters
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- [ ] Images: 1200x675 (1.91:1) or 1200x1200 (1:1)
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- [ ] Video specs met (if using)
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- [ ] Cards configured (website, app, etc.)
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---
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## TikTok Ads Setup
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### Account Foundation
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- [ ] TikTok Ads Manager account created
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- [ ] Business verification completed
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- [ ] Payment method added
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### Pixel & Tracking
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- [ ] TikTok Pixel installed
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- [ ] Events configured (ViewContent, Purchase, etc.)
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- [ ] Events API set up (recommended)
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### Audience Setup
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- [ ] Custom audiences created
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- [ ] Lookalike audiences created
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- [ ] Interest categories identified
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### Creative
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- [ ] Vertical video (9:16) ready
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- [ ] Native-feeling content (not too polished)
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- [ ] First 3 seconds are compelling hooks
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- [ ] Captions added (most watch without sound)
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- [ ] Music/sounds selected (licensed if needed)
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---
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## Universal Pre-Launch Checklist
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Before launching any campaign:
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- [ ] Conversion tracking tested with real conversion
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- [ ] Landing page loads fast (<3 sec)
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- [ ] Landing page mobile-friendly
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- [ ] UTM parameters working
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- [ ] Budget set correctly (daily vs. lifetime)
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- [ ] Start/end dates correct
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- [ ] Targeting matches intended audience
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- [ ] Ad creative approved
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- [ ] Team notified of launch
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- [ ] Reporting dashboard ready
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