advertisinglisted

# Advertising ## When This Skill Applies - Creating ad copy for search, social, and display campaigns - Designing creative briefs and campaign structures - Optimizing bidding strategies and quality scores - Planning retargeting and lookalike audience campaigns - Managing ad budget allocation across channels ## Core Guidance ### 1. Ad Campaign Process ``` Objective -> Audience -> Channel Selection -> Campaign Structure -> Creative Brief -> Ad Copy -> A/B Variants -> Launch -> Optimize -> Report ``` ### 2. Campaign Objectives Mapping | Objective | Best Channels | Bid Strategy | Primary Metric | |-----------|-------------|-------------|---------------| | Awareness | Display, Social, Video | CPM | Impressions, Reach | | Traffic | Search, Social | CPC | Clicks, CTR | | Leads | Search, Social, Display | CPA | Lead volume, CPL | | Conversions | Search, Retargeting | Target CPA/ROAS | Conversions, CPA | | Sales | Shopping, Retargeting | Target ROAS | Revenue, ROAS | ### 3. Platform Ad Formats #### Google Ads | Format | Specs | Best For | |--------|-------|---------| | Search | 15 headlines (30 chars), 4 descriptions (90 chars) | Intent capture | | Display | 1200x628, 300x250, 728x90 | Awareness, retargeting | | Video | 6s bumper, 15-30s skippable | Brand, consideration | | Shopping | Product feed + images | E-commerce | | Performance Max | All formats, automated | Full-funnel | #### Meta Ads (Facebook/Instagram) | Format | Specs | Best For | |--------|-------|---------| | Sin