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Paid advertising on Google, Meta, LinkedIn with campaign structure and bidding strategies.
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Based on SOC occupation classification
Orchestrates a professional reporting workflow by combining design system intelligence with high-fidelity PDF generation.
Use this skill when visual quality and design identity matter for a PDF. CREATE (generate from scratch): "make a PDF", "generate a report", "write a proposal", "create a resume", "beautiful PDF", "professional document", "cover page", "polished PDF", "client-ready document". FILL (complete form fields): "fill in the form", "fill out this PDF", "complete the form fields", "write values into PDF", "what fields does this PDF have". REFORMAT (apply design to an existing doc): "reformat this document", "apply our style", "convert this Markdown/text to PDF", "make this doc look good", "re-style this PDF". This skill uses a token-based design system: color, typography, and spacing are derived from the document type and flow through every page. The output is print-ready. Prefer this skill when appearance matters, not just when any PDF output is needed.
Specialized in creating high-converting instructional videos and software tutorials using structured scripts and automated production.
Design intelligence for marketing UI/UX with custom design system generation.
Create stunning, animation-rich HTML presentations from scratch or by converting PowerPoint files. Use when the user wants to build a presentation, convert a PPT/PPTX to web, or create slides for a talk/pitch. Helps non-designers discover their aesthetic through visual exploration rather than abstract choices.
Marketing analytics, attribution models, KPI tracking, dashboards, and data-driven decision making.
| name | ppc-advertising |
| description | Paid advertising on Google, Meta, LinkedIn with campaign structure and bidding strategies. |
| allowed-tools | Read, Glob, Grep |
Master paid advertising across major platforms.
| Platform | Best For | Avg CPC | Audience |
|---|---|---|---|
| Google Search | Intent-based | $1-$50 | Active searchers |
| Google Display | Awareness | $0.50-$5 | Broad reach |
| YouTube | Video, awareness | $0.10-$0.30/view | Video consumers |
| Meta (FB/IG) | Interest-based | $0.50-$5 | Social users |
| B2B | $2-$15 | Professionals | |
| TikTok | Gen Z, viral | $0.50-$3 | Young users |
| Type | Best For | Targeting |
|---|---|---|
| Search | Intent, conversions | Keywords |
| Display | Awareness, retargeting | Audiences, placements |
| Shopping | E-commerce | Product feed |
| Video | Branding, YouTube | Audiences, topics |
| Performance Max | Automated, all channels | Goals |
| Demand Gen | Discovery, social-style | Audiences |
| Type | Symbol | Matches |
|---|---|---|
| Broad | keyword | Related searches |
| Phrase | "keyword" | Contains phrase |
| Exact | [keyword] | Exact or close variants |
| Element | Limit | Best Practice |
|---|---|---|
| Headlines | 15 (30 chars each) | Include keywords, benefits |
| Descriptions | 4 (90 chars each) | CTA, unique value |
| Display URL | 2 paths (15 chars) | Relevant keywords |
| Objective | Goal | Optimization |
|---|---|---|
| Awareness | Reach | Impressions |
| Traffic | Clicks | Link clicks |
| Engagement | Interaction | Post engagement |
| Leads | Form fills | Leads |
| Sales | Purchases | Conversions |
| Type | Source | Use |
|---|---|---|
| Core | Demographics, interests | Prospecting |
| Custom | Your data (email, pixel) | Retargeting, lookalike base |
| Lookalike | Similar to custom | Expansion |
| Format | Best For | Specs |
|---|---|---|
| Single image | Simple message | 1080x1080 or 1200x628 |
| Carousel | Multiple products | 2-10 cards |
| Video | Engagement, stories | 15-60 sec optimal |
| Collection | E-commerce | Catalog integration |
| Objective | Best For |
|---|---|
| Brand awareness | Top of funnel |
| Website visits | Traffic |
| Engagement | Content promotion |
| Lead gen forms | B2B leads |
| Conversions | High-value actions |
| Type | Examples |
|---|---|
| Job title | Marketing Manager |
| Job function | Marketing |
| Seniority | Director+ |
| Company size | 200-500 employees |
| Industry | Technology |
| Skills | Digital Marketing |
| Format | Best For |
|---|---|
| Single image | Standard awareness |
| Carousel | Multi-part stories |
| Video | Brand stories |
| Message ads | Direct outreach |
| Document ads | Lead magnets |
| Strategy | When to Use |
|---|---|
| Manual CPC | Full control, learning |
| Enhanced CPC | Semi-automated |
| Target CPA | Cost-per-acquisition goal |
| Target ROAS | Revenue goal |
| Maximize conversions | Volume priority |
| Maximize clicks | Traffic priority |
| Strategy | When to Use |
|---|---|
| Lowest cost | Maximize volume |
| Cost cap | Control costs |
| Bid cap | Strict cost control |
| Minimum ROAS | Revenue focus |
Account
โโโ Campaign (Budget, Settings)
โโโ Ad Group (Keywords, Audience)
โโโ Ads (Creative)
| Level | Organization |
|---|---|
| Campaign | By goal, product line, funnel stage |
| Ad Group | By theme, audience segment |
| Ads | 3-5 variations for testing |
| Element | Example |
|---|---|
| Keyword inclusion | "Best CRM Software" |
| Benefit | "Close 30% More Deals" |
| Urgency | "Limited Time Offer" |
| Social proof | "Trusted by 10,000+ Teams" |
| Question | "Tired of Lost Leads?" |
| Element | Purpose |
|---|---|
| Value prop | Why choose you |
| Features | What you offer |
| CTA | What to do next |
| Trust | Credibility signals |
| Ad Element | Landing Page |
|---|---|
| Headline | Hero headline |
| Offer | Above fold CTA |
| Keywords | In content |
| Visual | Consistent imagery |
| Factor | Weight | Improve By |
|---|---|---|
| Expected CTR | High | Better ad copy |
| Ad relevance | Medium | Keyword-ad alignment |
| Landing experience | High | Page speed, content |
| Metric | Formula | Good |
|---|---|---|
| CTR | Clicks / Impressions | >2% search, >0.5% display |
| CPC | Spend / Clicks | Industry varies |
| CPA | Spend / Conversions | Below target |
| ROAS | Revenue / Spend | >3x minimum |
| Quality Score | Google rating 1-10 | >7 |
| Metric | Indicates |
|---|---|
| Impression share | Market coverage |
| Search lost IS (rank) | Bid competitiveness |
| Search lost IS (budget) | Budget constraints |
Remember: PPC success comes from continuous testing and optimization. Start small, learn fast, scale what works.