social-ad-campaign
GitHub用于规划付费社交媒体广告活动，生成包含受众定位、漏斗结构、广告文案及预算分配的完整执行方案。
触发场景
安装
npx skills add mohitagw15856/pm-claude-skills --skill social-ad-campaign -g -y
SKILL.md
Frontmatter
{
"name": "social-ad-campaign",
"description": "Plan and write a paid social advertising campaign. Use when asked to build a paid social campaign, create Meta\/LinkedIn\/TikTok\/X ad copy, define a social ad strategy, or plan an advertising funnel across social platforms. Produces a complete campaign plan with audience targeting, ad set structure, copy for each ad format, budget allocation, and measurement framework."
}
Social Ad Campaign Skill
This skill produces a complete paid social advertising campaign plan covering campaign objective, audience targeting, funnel structure, ad set architecture, ad copy and creative briefs for each format, budget allocation, bidding strategy, and a measurement framework. Output is ready for a media buyer, performance marketer, or social team to execute.
Required Inputs
Ask the user for these if not provided:
- Brand / product name
- Campaign objective — what are you trying to achieve? (traffic / leads / conversions / brand awareness / app installs / video views / event promotion)
- Platform(s) — Meta (Facebook/Instagram), LinkedIn, TikTok, X/Twitter, Pinterest, Snapchat
- Target audience — who are you trying to reach? (demographics, interests, job titles, behaviours, lookalikes)
- Budget — total campaign budget and timeframe (e.g. £5,000 over 4 weeks)
- Offer / landing page — what is the ad driving to? (free trial, product page, lead form, event sign-up)
- Key message — the single most important thing the ad must communicate
Output Structure
Paid Social Campaign Plan: [Brand] — [Campaign Name]
Campaign objective: [e.g. Lead generation — 200 qualified leads in 30 days] Platform(s): [e.g. Meta (Instagram + Facebook), LinkedIn] Budget: [£/$/€ X total over X weeks] Campaign period: [Start date → End date] Owner: [Media buyer / performance marketer / agency] Date: [Date]
1. Campaign Strategy Overview
Why paid social for this objective: [2–3 sentences justifying the platform and format choice for this specific goal and audience. E.g. "LinkedIn is the right channel for this B2B SaaS campaign — we can target by job title, company size, and seniority, ensuring budget reaches decision-makers, not browsers."]
Funnel structure:
| Stage | Objective | Audience | Budget allocation |
|---|---|---|---|
| Top of funnel (TOFU) | Awareness / reach | Cold audience — interest/behaviour targeting | [X%] |
| Middle of funnel (MOFU) | Consideration / engagement | Warm audience — video viewers, page engagers, website visitors | [X%] |
| Bottom of funnel (BOFU) | Conversion / lead | Hot audience — retargeting, custom audiences, lookalikes | [X%] |
2. Audience Targeting
Audience 1: [Cold — Primary Target]
Platform: [Meta / LinkedIn / TikTok] Audience size target: [e.g. 500K–2M — broad enough to learn, narrow enough to be relevant]
| Targeting dimension | Settings |
|---|---|
| Location | [Country / region / city] |
| Age | [e.g. 28–45] |
| Gender | [All / specify if relevant] |
| Interests / behaviours | [e.g. SaaS tools, productivity apps, small business owners] |
| Job titles (LinkedIn) | [e.g. Head of Marketing, Marketing Director, CMO] |
| Company size (LinkedIn) | [e.g. 50–500 employees] |
| Industry (LinkedIn) | [e.g. Technology, Financial Services, Healthcare] |
| Exclude | [e.g. Existing customers — upload suppression list] |
Audience 2: [Warm — Engagement Retargeting]
Platform: [Meta] Source: People who engaged with content / visited website in last 30 days
| Signal | Action |
|---|---|
| Watched 50%+ of a video ad | Retarget with a case study or testimonial ad |
| Visited product page but didn't convert | Retarget with a direct offer / free trial CTA |
| Engaged with Instagram / Facebook page | Retarget with social proof ad |
Audience 3: [Hot — Conversion Retargeting]
Platform: [Meta / LinkedIn] Source: Website visitors (last 7 days), abandoned cart, form started but not completed
Retargeting message: More direct. Address the specific action they took. Time-sensitive CTA.
Audience 4: [Lookalike]
Source: [Existing customers / email list / best-converting website visitors] Lookalike similarity: [1%–3% (tight match) / 3%–10% (broader reach)] Platform: Meta
3. Campaign Structure
Meta Campaign Architecture
Campaign: [Campaign Name] — [Objective: Lead Generation / Traffic / Conversions]
│
├── Ad Set 1: TOFU — Cold Interests
│ ├── Ad 1A: [Video ad — hook format]
│ ├── Ad 1B: [Static image — benefit-led headline]
│ └── Ad 1C: [Carousel — feature/use case showcase]
│
├── Ad Set 2: MOFU — Warm Retargeting (30-day engagers)
│ ├── Ad 2A: [Social proof / testimonial]
│ └── Ad 2B: [Case study / before & after]
│
└── Ad Set 3: BOFU — Hot Retargeting (7-day website visitors)
├── Ad 3A: [Direct offer — free trial / discount / demo]
└── Ad 3B: [Objection handling — FAQ / reassurance]
LinkedIn Campaign Architecture
Campaign Group: [Campaign Name]
│
├── Campaign 1: [Job Title Targeting — Awareness]
│ ├── Single Image Ad: [Thought leadership hook]
│ └── Video Ad: [Problem/solution story]
│
├── Campaign 2: [Company Size + Industry — Consideration]
│ ├── Single Image Ad: [Case study / proof point]
│ └── Lead Gen Form: [Gated asset / webinar / demo]
│
└── Campaign 3: [Retargeting — Conversion]
└── Sponsored Message / Lead Gen Form: [Direct CTA with personalisation]
4. Ad Copy
Format 1: Video Ad (15–30 seconds) — TOFU
Hook (first 3 seconds — must stop the scroll):
"[Pattern interrupt question or statement — e.g. 'Are you still doing [painful thing] manually?']"
Core message (seconds 4–20):
"[Agitate the problem → introduce the solution → show the specific outcome]"
CTA (final 5 seconds):
"[Clear, single action — e.g. 'Try free for 14 days — link in bio' / 'Get your demo today']"
Visual direction:
- [e.g. Founder talking to camera in natural setting — authentic, not polished ad]
- [e.g. Screen recording showing the product in use — show the outcome, not the feature]
- [e.g. Customer testimonial — real person, real result, first-person story]
Caption copy:
[Headline — max 40 chars] [Body copy — 1–3 sentences max] [CTA button label: e.g. "Learn More" / "Sign Up" / "Get Started"]
Format 2: Static Image Ad — TOFU/MOFU
Ad variant A — Benefit-led headline:
| Element | Copy |
|---|---|
| Headline | "[Single-sentence benefit statement — e.g. 'Cut reporting time by 80% with [Product]']" |
| Body copy | "[Problem → solution in 2 sentences. Proof point if available.]" |
| CTA | "Start free trial" / "Book a demo" / "Get 20% off" |
| Image | [Product UI / result visual / human context shot — no stock photos of people in suits] |
Ad variant B — Social proof headline:
| Element | Copy |
|---|---|
| Headline | "['[Result] in [timeframe]' — real customer result, or '500+ teams use [Product] to...']" |
| Body copy | "[Expand on the proof. 1–2 sentences. Add a second proof point if available.]" |
| CTA | "See how it works" / "Try it free" |
| Image | [Customer photo + quote overlay / logo wall / before/after data visual] |
Ad variant C — Curiosity/question headline:
| Element | Copy |
|---|---|
| Headline | "['[Common misconception or challenging question]' — e.g. 'What if [painful process] took 10 minutes, not 2 hours?']" |
| Body copy | "[Answer the question → introduce product → specific outcome]" |
| CTA | "Find out how" |
Format 3: Carousel Ad — Features / Use Cases
Headline (shown above carousel): "[Problem-first statement or benefit hook]"
| Card # | Headline | Description | Image |
|---|---|---|---|
| Card 1 (hook) | "[Compelling hook — why this matters]" | "[1-sentence setup]" | [Eye-catching visual / stat] |
| Card 2 | "[Use case / feature 1]" | "[Specific outcome this delivers]" | [Product UI or illustration] |
| Card 3 | "[Use case / feature 2]" | "[Specific outcome this delivers]" | [Product UI or illustration] |
| Card 4 | "[Use case / feature 3]" | "[Specific outcome this delivers]" | [Product UI or illustration] |
| Card 5 (CTA card) | "[Strong CTA headline]" | "[Reinforce the offer / urgency]" | [CTA-focused visual / button] |
Format 4: Lead Gen Form Ad (LinkedIn / Meta)
Intro text (shown before form):
"[1–2 sentences on what they'll get and why it's worth 60 seconds of their time]"
Form headline: "[Value-led headline — e.g. 'Get your free [asset] / Book your 20-min demo']"
Form fields (keep to minimum — each extra field reduces conversion):
- First name
- Work email
- [One qualifying question — e.g. "Company size" / "Current tool used" / "Biggest challenge"]
Privacy notice: [Standard GDPR / CCPA compliance text — "By submitting, you agree to our Privacy Policy and may be contacted by [Brand] about relevant products and services."]
Thank you message:
"[What happens next — e.g. 'Thanks! You'll receive [asset] in your inbox within 5 minutes. Our team will be in touch within 1 business day.']"
Format 5: Retargeting Ad — BOFU
For website visitors (7 days) — direct offer:
Headline: "[Specific nudge — e.g. 'Still thinking about [Product]? Here's 20% off to make the decision easier.']" Body: "[Reinforce the primary benefit. Add urgency if genuine — e.g. 'Offer ends [date]'.]" CTA: "Claim offer" / "Start free trial" / "Book demo"
For video viewers (50%+) — social proof bridge:
Headline: "[Continue the story — e.g. 'See what [50/100/500] teams achieved with [Product]']" Body: "[Customer result quote or specific outcome. Bridge from awareness to consideration.]" CTA: "Read the case study" / "See how it works"
5. Budget Allocation
Total budget: [£/$/€ X over X weeks]
| Ad Set | Stage | Budget | % of total | Expected CPM | Expected CPC | Expected conversions |
|---|---|---|---|---|---|---|
| Ad Set 1 — Cold interests | TOFU | [£X/week] | [X%] | [£X] | [£X] | [X leads / clicks] |
| Ad Set 2 — Warm retargeting | MOFU | [£X/week] | [X%] | [£X] | [£X] | [X] |
| Ad Set 3 — Hot retargeting | BOFU | [£X/week] | [X%] | [£X] | [£X] | [X] |
| Total | — | [£X/week] | 100% | — | — | [X total] |
Bidding strategy:
- TOFU: [Lowest cost / Maximum reach — optimise for video views or link clicks]
- MOFU: [Lowest cost — optimise for landing page views or lead form opens]
- BOFU: [Cost cap / Target cost — optimise for conversions or lead form submits]
Budget reallocation rule: After [7] days, pause ad sets with CPL > [£X]. Reallocate budget to best-performing ad sets. Review weekly.
6. Measurement Framework
Primary KPI (tied to campaign objective):
| KPI | Target | Why |
|---|---|---|
| [Cost per lead (CPL)] | [≤ £/$/€ X] | [Primary success metric — every pound spent measured against leads generated] |
| [Conversion rate (ad → lead form)] | [≥ X%] | [Quality of targeting and ad relevance] |
| [Total leads] | [≥ X in X weeks] | [Volume target] |
Secondary metrics (optimisation signals):
| Metric | Target | Action if off-target |
|---|---|---|
| CTR (click-through rate) | [≥ X%] | [Test new headlines / hook variations] |
| CPM (cost per 1K impressions) | [≤ £/$/€ X] | [Broaden audience / test new placements] |
| Video completion rate (if video) | [≥ X%] | [Test shorter video / stronger hook] |
| Lead form completion rate | [≥ X%] | [Reduce form fields / test form intro copy] |
| Lead-to-opportunity rate (post-campaign) | [≥ X%] | [Review lead quality — tighten audience targeting] |
Reporting cadence:
- Daily: Check spend, CTR, and CPL — pause clearly underperforming ads
- Weekly: Full performance review + budget reallocation decision
- Campaign end: Final report with learnings for next campaign
Attribution model: [Last-click / 7-day click + 1-day view / data-driven (if volume sufficient)]
Tracking setup checklist:
- Pixel / conversion API installed and verified on landing page
- Conversion event firing correctly (lead form submit / purchase / sign-up)
- UTM parameters set on all ad destination URLs
- Lead form CRM integration tested
- Lookalike audiences seeded from customer list upload
7. A/B Testing Plan
Run structured tests — change one variable at a time:
| Test # | Variable | Control | Variant | Success metric | Min budget to run |
|---|---|---|---|---|---|
| 1 | Hook / headline | [Current headline] | [Challenger headline] | CTR | [£X / 500 impressions] |
| 2 | Creative format | Static image | Video | CPL | [£X / 1,000 impressions] |
| 3 | CTA | "Learn More" | "Start free trial" | Conversion rate | [£X / 200 clicks] |
| 4 | Audience | Interest-based | Lookalike 1% | CPL | [Equal budget split] |
Testing rules:
- Run each test for minimum [7] days or [1,000 impressions] — whichever comes first
- Change one variable at a time — never two in the same test
- Document results and apply winning variant to all future campaigns
Quality Checks
- Campaign objective is single and measurable — not "awareness and leads"
- Full-funnel structure: TOFU, MOFU, and BOFU ad sets are separate
- Each ad has a specific hook, benefit, and CTA — not generic copy
- Ad copy has been tested against the "1-second scroll stop" rule — does the hook compel a pause?
- Budget allocation reflects funnel logic — BOFU gets proportionally more per lead
- Tracking setup checklist completed before campaign goes live
- A/B test plan is in place — one variable per test, minimum budget defined
- Retargeting suppression is set — existing customers excluded from acquisition campaigns
Example Trigger Phrases
- "Plan a paid social campaign for [product launch]"
- "Build Meta ad copy for our lead generation campaign"
- "Create a LinkedIn ad campaign for [B2B SaaS product]"
- "Write TikTok ad copy for [consumer brand]"
- "Structure a paid social funnel for [offer]"
Anti-Patterns
- Do not combine multiple campaign objectives in one campaign — pick one measurable goal or the algorithm cannot optimise correctly
- Do not skip retargeting suppression — existing customers receiving acquisition ads wastes budget and damages brand perception
- Do not launch without completing the tracking setup checklist — campaigns without verified pixel firing cannot be optimised or attributed
- Do not run A/B tests changing more than one variable at a time — multi-variable tests produce uninterpretable results
- Do not allocate equal budget across TOFU, MOFU, and BOFU — BOFU audiences convert at higher rates and deserve proportionally more budget per conversion
版本历史
- a38bc30 当前 2026-07-05 11:44
