paid-advertising

Files (14)

• SKILL.md
• ads-in-ai-answers.md
• audio-programmatic.md
• bid-strategy.md
• google-ads.md
• linkedin-ads.md
• media-planning.md
• meta-ads.md
• microsoft-ads.md
• native-advertising.md
• programmatic.md
• retail-media-networks.md
• retargeting-audiences.md
• tiktok-ads.md

SKILL.md (first lines)

# Paid Advertising

> **Script location.** If your host does not set `${CLAUDE_PLUGIN_ROOT}`, the scripts are in this plugin's `scripts/` folder, next to `skills/`. Run them with Python 3.10 or newer: `python`, or `python3` where `python` is not found (macOS, many Linux systems).

## Since August 2026 (verified 2026-10-04)

- **Google AI Max auto-upgrade:** Search campaigns using automatically created assets or campaign-level broad match **auto-upgrade to AI Max starting September 2026**; the Dynamic Search Ads (DSA) sunset and its auto-upgrade moved to **February 2027**. Audit every account for campaigns already flipped, and run the `ADOPT_AI_MAX` experiment on the rest before Google does it for you. Source: [blog.google](https://blog.google/products/ads-commerce/dsa-upgrade-to-ai-max-2026/).
- **Google Ads Limited Ad Serving** now covers every surface (Search, YouTube, Gmail, Play, Discover), rolling out gradually through 2028 — new advertisers can see throttled delivery while trust builds. Source: [Ads policy](https://support.google.com/adspolicy/answer/17344822) (posted 5 Aug 2026).
- **LinkedIn Marketing API:** `202608` made the Matched Audiences API generally available (cap: 1,000 DMP segments per account), added account-level dynamic UTMs and MQL/SQL conversion types, and **sunset legacy geo on 31 Aug 2026**; `202609` added hashed first/last names in the Conversions API and a 180-day attribution window. `202510` sunset on 15 Oct 2026 and `202511` sunsets on 16 Nov 2026. DMP's templates send the LinkedIn version in `scripts/connector_resolver.py` API_VERSIONS (currently 202610, which adds a Boost API and nothing breaking). From `202611`, publisher lists need a `surface` field (`LAN` or `CTV`); after 15 Dec 2026, campaigns can use only publisher lists whose placement matches, on every version. Campaigns live at `/rest/adAccounts/{id}/adCampaigns`; `/rest/adCampaignsV2` is not in the versioned docs, so DMP's templates moved (checked against the docs, not a live call). Source: [recent changes](https://learn.microsoft.com/en-us/linkedin/marketing/integrations/recent-changes).
- **TikTok Upgraded Smart+ (checked 2026-10-27):** from **1 Jan 2027** the Marketing API stops creating non-Search **Legacy Manual Flow** campaigns (Sales, App Promotion, Lead Generation) through `/campaign/create/` and the matching ad group, ad and copy endpoints. Build new campaigns with the Upgraded Smart+ APIs (`/smart_plus/campaign/create/` and siblings), which still offer a fully manual option. Detail and sources: [`tiktok-ads.md`](tiktok-ads.md).
- **Amazon Ads (unBoxed, 30 Sep 2026):** an "Amazon Ads Agent" unifying DSP and the Ads Console, Full-Funnel Campaigns, Sponsored Services, and an **Amazon Ads MCP Server (Lite)** — a connector candidate for retail-media workflows. Source: [Amazon Ads news](https://advertising.amazon.com/library/news/unboxed-2026-news-announcements).
- **ChatGPT Ads — the developer surface is primary-documented (checked 2026-10-04):** [developers.openai.com/ads](https://developers.openai.com/ads) documents:
  - an Advertiser API and a Bulk API
  - a **Measurement Pixel** and a server-side **Conversions API**, deduplicated on pixel `event_id` = API `id`
  - **Custom Audiences** from customer lists only, unavailable in the EEA and Switzerland
  - **Product Feeds** plus a **Delta Feeds API** for price, availability, and title changes
  - a **Reporting API**, with a 30-day click / 1-day view default
  - Hotel Feeds (limited beta)

  The launch dates, the audience (Free/Go users), the country rollout (31 European markets on 18 Aug, Southeast Asia + Taiwan on 23 Sep) and "Sponsored Agents" remain **secondary-sourced**: label them "reported, unverified" and confirm availability in the brand's Ads Manager before planning spend. Do not quote CPMs or auction mechanics. Planning, tracking, reporting and feed detail: [`ads-in-ai-answers.md`](ads-in-ai-answers.md).
- **Google AI Mode ads (checked 2026-10-04):** there is no separate campaign type. Google says advertisers reach the new AI Mode formats ("Conversational Discovery ads", "Highlighted Answers") by building on **AI Max for Search, AI Max for Shopping, and Performance Max**.
  - **Direct Offers** (a pilot since January 2026) is expanding to promotion bundling, native checkout for UCP merchants, and travel deals.
  - **Business Agent for leads** (chat inside the ad instead of a form) is due "in the coming months".
  - The post gives no AI-Mode-specific measurement, so report at the AI Max / PMax campaign level and don't promise an AI-Mode-only KPI.

  Source: [blog.google](https://blog.google/products/ads-commerce/google-marketing-live-search-ads/) (20 May 2026). Detail: [`ads-in-ai-answers.md`](ads-in-ai-answers.md).

## Recent platform API changes (checked 2026-10-27)

**Google Ads:** DMP's templates use the version in `scripts/connector_resolver.py` API_VERSIONS (currently v26, released 14 Oct 2026; sunset November 2027). v26 makes `country_code` required when creating Local Services Performance Max campaigns, removes `enhanced_conversions_for_leads_enabled` (use `enablement_setting`) and renames the hotel bid-modifier fields. v25 (22 Jul 2026) removed the legacy `CustomerLifecycleGoal`/`CampaignLifecycleGoal` resources (migrate to `Goal` + `CampaignGoalConfig`) and added loyalty-retention goals, Shorts engagement metrics, duration breakdowns for non-skippable YouTube inventory and YouTube third-party conversion attribution. **Developer tokens were sunset on 9 Sep 2026:** API access comes from the Google Cloud project behind the OAuth client, and the header is ignored. Full detail, including the dated changes outside the version cycle, lives in [`google-ads.md`](google-ads.md), the single source for the Google Ads API surface. Sources: [release notes](https://developers.google.com/google-ads/api/docs/release-notes) · [sunset dates](https://developers.google.com/google-ads/api/docs/sunset-dates).

**Meta:** DMP's templates use the version in API_VERSIONS (currently v26.0, introduced 29 Jul 2026; v24.0 stops working on 10 Nov 2026 and v25.0 on 23 Feb 2027). Standalone Advantage+ Shopping / App campaigns can no longer be created via the API on any version (since 19 May 2026); v26.0 blocks edits to every legacy ASC/AAC campaign and pauses the ASC campaigns that use `existing_customer_budget_percentage` — use the unified Advantage+ setup ([details in meta-ads.md](meta-ads.md)). Since 27 Oct 2026, on every version: poll ads can't be created, the Messenger `story` placement is gone, `web_only` creatives are rejected in Website + App campaigns, and the delivery-estimate fields `daily_outcomes_curve`, `budget_guardrail` and `estimate_dau` are removed. Sources: [Marketing API changelog](https://developers.facebook.com/docs/marketing-api/marketing-api-changelog) · [v26.0 changelog](https://developers.facebook.com/docs/graph-api/changelog/version26.0/). The new **Page Viewer metric** replaces legacy reach (Post/Page Reach, Video Impressions, and Story Impressions retire from the Graph API) — update any reporting that reads those fields. **LinkedIn:** version `202607` added an automatic "Not Interested" CTA on Message Ads and a `SHA256_IP_ADDRESS` identifier in the Conversions API.

**Highlights that affect campaign construction:**

- **v24.2 (24 Jun 2026), still in the current version:** first-class **Local Services Ads** support (`AssetGroup.google_local_services_info`), landing-page-text auto-generation (`AssetAutomationType.GENERATE_LANDING_PAGE_TEXT`), and a beta Multi-Party Auth review resource for regulated verticals (finance, health, political).
- **v24.1 (13 May 2026) — AI Max:** four new experiment types (`ADOPT_AI_MAX`, `ADOPT_BROAD_MATCH_KEYWORDS`, `OPTIMIZE_ASSETS`, `PMAX_REPLACEMENT_SHOPPING`). **Run an `ADOPT_AI_MAX` experiment before any AI Max rollout** — it gives statistically-clean lift numbers vs the baseline. Also adds `mobile_device_platform` (iOS vs Android) reporting segmentation.
- **v24.0 (22 Apr 2026) — breaking:** `videos` + `logo_images` now REQUIRED on `DemandGenVideoResponsiveAdInfo`/`VideoResponsiveAdInfo` (and `business_name` on the latter); `Campaign.video_brand_safety_suitability` REMOVED (moved to the Customer level); `CallAd`/`CallAdInfo` fully removed (use Call Assets).
- **v23.1 (25 Feb 2026):** `text_guidelines.term_exclusions` + `text_guidelines.messaging_restrictions` on AI-generated **Performance Max** and **Search** assets — pipe a brand's banned-word list (`profile.json → restrictions.md → banned_words`) and approved messaging straight into PMax asset-gen guardrails.

## When to Use This Skill

Activate this skill when the user's request involves any of the following:

- Creating, auditing, or optimizing campaigns on Google Ads, Meta/Facebook Ads, LinkedIn Ads, or TikTok Ads
- Designing campaign structures, ad groups, or ad set hierarchies on any paid platform
- Selecting or troubleshooting bid strategies (manual CPC, target CPA, target ROAS, maximize conversions, etc.)
- Building audience strategies including prospecting, retargeting, lookalike/similar audiences, or custom audiences
- Allocating or pacing budgets across platforms or campaigns
- Setting up or optimizing Google Shopping, Performance Max, YouTube Ads, or Display campaigns
- Working with Meta Advantage+ campaigns or manual campaign structures
- Running LinkedIn Ads with account-based marketing (ABM) targeting
- Launching TikTok Ads including Spark Ads or TikTok Shop integrations
- Programmatic advertising including DSP selection, connected TV (CTV), or digital out-of-home (DOOH)
- Retail media networks including Amazon Ads, Walmart Connect, Target Roundel, Kroger Precision Marketing, or Instacart Ads
- Running Microsoft Advertising (Bing Ads) campaigns, including Google Ads import and Microsoft Audience Network placements
- Planning native advertising campaigns on content discovery networks (Taboola, Outbrain, Nativo)
- Buying audio or podcast advertising across streaming platforms (Spotify, Pandora/SiriusXM, iHeartRadio) or programmatic audio
- Ads inside AI answers: ChatGPT Ads (planning, Pixel + Conversions API tracking, reporting, product/delta feeds) or reaching Google AI Mode through AI Max and Performance Max
- Any question about paid media strategy, creative strategy for ads, or paid channel mix decisions

## Brand Context (Auto-Applied)

Before producing any marketing output from this module:

1. **Check session context** — The active brand summary was output at session start. Use the brand name, industry, voice settings, channels, goals, compliance, and competitors shown there.
2. **If you need the full profile**, read: `~/.claude-marketing/brands/{slug}/profile.json`
3. **Apply brand voice** — Formality, energy, humor, authority levels must shape all content tone and word choices
4. **Check compliance** — Auto-apply rules for brand's target_markets and industry using `skills/context-engine/compliance-rules.md`
5. **Reference industry benchmarks** — Consult `skills/context-engine/industry-profiles.md` for the brand's industry
6. **Use platform specs** — Reference `skills/context-engine/platform-specs.md` for character limits and format requirements
7. **Check campaign history** — Run `python "${CLAUDE_PLUGIN_ROOT}/scripts/campaign-tracker.py" --brand {slug} --action list-campaigns` before planning new work
8. **If no brand exists**, say: "No brand profile found. Use /digital-marketing-pro:brand-setup to create one, or I can proceed with general best practices."
9. **Check brand guidelines** — If `~/.claude-marketing/brands/{slug}/guidelines/_manifest.json` exists, load and enforce: `restrictions.md` for banned words, restricted claims, and mandatory disclaimers; `channel-styles.md` for channel-specific tone overrides (may differ from base voice); `messaging.md` for approved key messages, taglines, and positioning language; `voice-and-tone.md` for detailed voice rules beyond the 4 numeric scores. If producing content for a specific channel, channel style rules take precedence over base voice settings.

Do not ask the user for information that already exists in their brand profile.

## Required Context

Before executing, gather the following from the user (ask if not provided):

- **Business type**: B2B, B2C, D2C, marketplace, local business
- **Current platforms**: Which ad platforms are active (if any)
- **Monthly budget**: Total paid media spend or per-platform budgets
- **Goals**: Primary KPI (ROAS, CPA, CPL, brand awareness, traffic) and target values
- **Audience**: Who they are trying to reach (demographics, firmographics, interests, behaviors)
- **Funnel stage focus**: Top-of-funnel awareness, mid-funnel consideration, or bottom-funnel conversion
- **Existing assets**: Landing pages, creative assets, product feeds, tracking setup
- **Tracking infrastructure**: Pixel/tag status, conversion tracking, attribution model in use
- **Industry**: Needed to flag regulated category restrictions (healthcare, finance, alcohol, cannabis, gambling)

## Capabilities

### Campaign Structure Design
- Platform-specific campaign architecture (campaigns, ad groups/ad sets, ads)
- Naming conventions for scalable account management
- Campaign type selection per objective (Search, Display, Shopping, Video, App, PMax, Demand Gen)
- Ad group theming and keyword/audience segmentation strategies

### Audience Strategy
- **Prospecting**: Interest-based, behavior-based, demographic, and contextual targeting
- **Retargeting**: Website visitors, video viewers, lead form engagers, customer lists, cart abandoners
- **Lookalike/Similar audiences**: Source audience selection, expansion percentages, layering strategies
- **ABM targeting**: Company lists, job title targeting, seniority filtering (LinkedIn-specific)
- **Exclusion strategies**: Negative audiences, customer suppression, converter exclusion windows

### Bid Strategy Selection
- Manual vs automated bidding decision framework
- Target CPA, target ROAS, maximize conversions, maximize conversion value
- Portfolio bid strategies for Google Ads
- Learning phase management and bid strategy transitions
- Seasonality adjustments and bid modifiers

### Creative Strategy
- Ad format selection per platform and objective
- Responsive search ads (RSA) best practices and pin strategies
- Meta creative diversification (static, video, carousel, collection, instant experience)
- LinkedIn creative formats (single image, carousel, video, document, conversation ads)
- TikTok native-style creative principles

From indranilbanerjee/digital-marketing-pro, MIT.

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