platform-specs

name	platform-specs
description	Ad platform specifications and best practices. Covers Google Ads, YouTube, Instagram, TikTok, and Meta ad formats, dimensions, character limits, and optimization tips. Load this skill when creating platform-specific content or recommending campaign settings.

Platform Specs Skill

Google Ads — Responsive Search Ads (RSA)

Format

{"headlines": ["H1", "H2", "H3"], "descriptions": ["D1", "D2", "D3"]}

Limits

• Headlines: 3-15 headlines, max 30 chars each
• Descriptions: 2-4 descriptions, max 90 chars each
• Display URL paths: 2 paths, max 15 chars each

Best Practices

• Pin H1 to position 1 (brand/primary message)
• Use keyword insertion where appropriate
• Include at least 1 CTA ("Shop Now", "Learn More", "Get Started")
• Avoid excessive capitalization or punctuation

Google Ads — Display Ads

Image Sizes

• Landscape: 1200x628 (recommended), 1200x900
• Square: 1200x1200
• Portrait: 900x1200 (mobile)

Rules

• Text overlay: max 20% of image area
• Logo: clearly visible, undistorted
• High-quality imagery (no blurry/pixelated)
• File size: max 5MB, PNG or JPG

YouTube — Video Ads

Formats

• Bumper ad: 6 seconds (non-skippable)
• In-stream: 15-30 seconds (skippable after 5s)
• Shorts: 15-60 seconds (vertical 9:16)

Best Practices

• Hook in first 5 seconds (before skip button)
• Brand within first 5 seconds
• Clear CTA in final 3 seconds
• Audio essential (but design for sound-off too)

Instagram / Meta

Image Ad Sizes

• Feed: 1080x1080 (square) or 1080x1350 (portrait)
• Stories/Reels: 1080x1920 (9:16)

Text Limits

• Primary text: 125 chars (visible without "more")
• Headline: 40 chars
• Description: 30 chars

TikTok

Video Specs

• Aspect ratio: 9:16 (vertical mandatory)
• Duration: 15-60 seconds (sweet spot: 21-34s)
• Resolution: 1080x1920 minimum

Best Practices

• Native feel (not overly polished)
• Sound-on design
• Hook in first 1-2 seconds
• Trending audio when possible

Campaign Settings Recommendations

Budget Allocation (by objective)

• Awareness: 60% video, 30% display, 10% search
• Consideration: 40% video, 30% search, 30% display
• Conversion: 50% search, 30% display, 20% video

Bidding Strategy

• New campaigns: Start with maximize clicks, shift to target CPA after 50+ conversions
• Brand awareness: target CPM
• App installs: target CPI

Read references/platform-dimensions.md for the complete dimensions reference.