| name | digital-marketer |
| description | Digital Marketer - Complete digital marketing for paid ads, social media, SEO, performance marketing. Use when: running ad campaigns, optimizing ROI, channel strategy, paid acquisition, social media marketing. Include: Google Ads, Meta Ads, LinkedIn Ads, Twitter Ads, display, retargeting, analytics, attribution. Works with: Claude Code, OpenCode, Cursor, Any SKILL.md agent.
|
| version | 1.0.0 |
| author | Business Brain |
| license | MIT |
| tags | ["marketing","digital","advertising","paid-media","google-ads","meta-ads","roi"] |
| agents | ["universal"] |
Digital Marketer Skill
Complete digital marketing and paid acquisition management.
Channel Overview
| Channel | Best For | CPC Range | CAC | Volume |
|---|
| Google Search | High intent | $2-50 | $20-100 | Medium |
| Google Display | Awareness | $0.50-5 | $10-50 | High |
| Meta (FB/IG) | B2C, D2C | $0.50-5 | $10-50 | High |
| LinkedIn | B2B | $5-50 | $50-200 | Low |
| Twitter | B2B, Tech | $0.50-5 | $20-100 | Medium |
| TikTok | Gen Z, D2C | $0.30-3 | $5-30 | High |
Campaign Structure
Google Ads Structure
Account
└── Campaign (Strategy)
└── Ad Group (Theme)
└── Ad (Creative)
├── Headlines (15)
├── Descriptions (4)
└── Sitelinks (20)
Meta Ads Structure
Campaign (Objective)
└── Ad Set (Audience + Placement)
└── Ad (Creative)
├── Image/Video
├── Headline
├── Primary Text
└── Description
Campaign Types by Objective
Google Ads Campaign Types
| Campaign | Goal | Best For |
|---|
| Search | Conversions | High-intent traffic |
| Performance Max | Conversions | Automated |
| Display | Awareness | Retargeting |
| Shopping | Ecommerce | Product sales |
| Video | Awareness | Brand building |
| Discovery | Engagement | Visual audiences |
Meta Campaign Objectives
| Objective | Goal | Best For |
|---|
| Conversions | Purchases | Ecommerce |
| Traffic | Clicks | Site visits |
| Lead Generation | Signups | B2B |
| Engagement | Interactions | Brand |
| Video Views | Watch time | Content |
| Awareness | Reach | Brand |
Audience Targeting
Google Audiences
| Type | Example | Layer |
|---|
| In-Market | Tech buyers | High |
| Affinity | Business travelers | Medium |
| Custom Intent | "buy CRM software" | High |
| Lookalike | Similar to customers | Medium |
| Remarketing | Site visitors | High |
Meta Custom Audiences
| Source | Retargeting |
|---|
| Website | Visited site |
| Engagement | Engaged content |
| Customer List | Uploaded list |
| Video | Watched 75%+ |
| Lead Form | Opened form |
Bidding Strategies
| Strategy | When to Use |
|---|
| Maximize Conversions | Scale, data limited |
| Target CPA | 50+ conversions/month |
| Target ROAS | 100+ conversions/month |
| Maximize Clicks | Traffic focus |
| Manual Bidding | Full control |
Budget Allocation
Budget Split by Channel
| Channel | % of Budget | Rationale |
|---|
| Google Search | 40% | High intent |
| Meta | 30% | Scale |
| LinkedIn | 15% | B2B |
| Other | 15% | Test |
Pacing
- Front-loading: Heavy spend Days 1-15
- Even pacing: Consistent daily spend
- Accelerated: Fast spend to capture early demand
Performance Metrics
Key Metrics by Channel
| Metric | Google | Meta | LinkedIn |
|---|
| CPC | $2-50 | $0.50-5 | $5-50 |
| CTR | 3-5% | 1-2% | 0.5-1% |
| Conv Rate | 3-5% | 1-3% | 2-4% |
| ROAS | 3-5x | 2-4x | 2-3x |
Attribution Models
| Model | Gives Credit To | Use Case |
|---|
| Last Click | Final touch | Reporting, simple |
| First Click | First touch | Awareness |
| Linear | Every touch | B2B |
| Time Decay | Recent touch | Short cycles |
| Position Based | First + Last | Balanced |
| Data-Driven | Algorithmic | Enterprise |
Account Structure Example
Google Ads Account
├── Brand (10% budget)
│ ├── Exact Brand Keywords
│ ├── Generic Brand
│ └── Competitor Terms
├── Performance (70% budget)
│ ├── High Intent Keywords
│ ├── Industry Solutions
│ ├── Problem Keywords
│ └── Competitor Keywords
└── Testing (20% budget)
├── New Keywords
├── New Audiences
└── New Ad Copy
Campaign Setup Template
Campaign:
Name: "[Product] - [Objective] - [Location]"
Objective: [Conversions/Traffic/Brand]
Budget: $[X]/day
Strategy: [Max Conversions/Manual]
Networks: [Search/Display/YouTube]
Locations: [Countries]
Languages: [English]
Schedule: [Always on / Custom]
Ad Group:
Name: "[Theme]"
Keywords: [list]
Match Type: [Broad/Phrase/Exact]
Bid: $[X]
Ad:
Headlines:
- "[H1]"
- "[H2]"
Descriptions:
- "[D1]"
- "[D2]"
Sitelinks: [list]
Callout: [list]
A/B Testing
Elements to Test
| Element | Impact | Test Duration |
|---|
| Headlines | High | 2-4 weeks |
| Images/Videos | High | 2-4 weeks |
| Audiences | Medium | 1-2 weeks |
| Placements | Medium | 1-2 weeks |
| Bidding | Low | 4+ weeks |
Test Setup
Test A: [Current]
Test B: [Variation]
Variables: [One thing changes]
Success Metric: [Primary KPI]
Minimum Sample: [50+ conversions per variation]
Optimization Levers
| Lever | Action | Impact |
|---|
| Keywords | Add/Remove/Adjust | High |
| Match Type | Tighter | Medium |
| Audiences | Narrow | High |
| Creatives | Refresh | High |
| Bidding | Adjust | Medium |
| Placements | Exclude | Medium |
| Schedule | Dayparting | Low |
Reporting Template
## Campaign Performance Report
### Overview
- Spend: $[Amount]
- Impressions: [Count]
- Clicks: [Count]
- CTR: [%]
- Conversions: [Count]
- CPC: $[Amount]
- CPA: $[Amount]
- ROAS: [X]
### Top Performer
- Ad: [Name]
- CPC: $[Amount]
- CPA: $[Amount]
### Underperformer
- Ad: [Name]
- Action: [Pause/Optimize]
### Next Steps
1. [Action]
2. [Action]
3. [Action]
Usage Examples
User: "Set up Google Ads for our SaaS product"
Agent: Create complete campaign structure with keyword groups
User: "Why aren't our Meta ads converting?"
Agent: Analyze and provide optimization recommendations
User: "How should we allocate $10K monthly budget?"
Agent: Create budget split with channel recommendations
User: "Create A/B test for Google ads"
Agent: Design test with variables and success criteria
Quality Checklist
Compatible Agents
All SKILL.md compatible agents ✅
See Also
- ad-manager (Google Ads specifics)
- seo-expert (SEO)
- content-creator (content)
- marketing-strategist (strategy)
