Ad Campaign Planning

Overview

This skill creates comprehensive paid advertising campaign strategies including audience segmentation, creative angles, testing frameworks, and measurement plans. It transforms brief outputs into actionable campaign architectures.

Marketing OS Workflow Position

brand-voice → content-brief → content-planning → content-creation
                                          ↓
                                        marketing-campaign
                                          ↓
                                          ads-audit

This skill is FIFTH - Plan campaigns after brief (can run parallel with content-planning), before auditing ads.

Input from:

• /brand-voice - Brand attributes and messaging consistency
• /content-brief - Audience, angles, messaging, visual direction

Output for:

• /ads-audit - Campaign structure and KPIs become baseline for audit

Workflow

Step 1: Gather Campaign Context

Before planning, collect these inputs:

From Brief (if available):

• Target audience profiles
• Content angles and key messages
• Platform strategy
• Visual direction

Campaign-Specific Information:

• Campaign objective (awareness, consideration, conversion, retention)
• Budget range
• Campaign duration
• Target platforms for ads
• Success metrics/KPIs

Ask if not provided:

1. Apa objective utama campaign ini (awareness/consideration/conversion)?
2. Berapa range budget yang tersedia?
3. Berapa lama campaign akan jalan?
4. Platform ads apa yang akan dipakai?
5. Apa KPI utama yang mau dicapai?

Step 2: Define Campaign Architecture

See rules/architecture.md for campaign structure frameworks.

Step 3: Audience Segmentation

See rules/audience.md for targeting strategies.

Step 4: Develop Creative Angles

See rules/creative.md for ad creative frameworks.

Step 5: Define Testing Framework

See rules/testing.md for A/B testing strategies.

Step 6: Create Measurement Plan

See rules/measurement.md for KPI and analytics setup.

Output Structure

# [Brand/Campaign] Ad Campaign Strategy

## Campaign Overview
- **Objective:** [Awareness/Consideration/Conversion/Retention]
- **Budget:** [Amount]
- **Duration:** [Timeframe]
- **Platforms:** [Ad platforms]

## Campaign Architecture
[From Step 2]

## Audience Segmentation
[From Step 3]

## Creative Strategy
[From Step 4]

## Testing Framework
[From Step 5]

## Measurement Plan
[From Step 6]

## Campaign Calendar
[Weekly breakdown]

## Budget Allocation
[By platform and audience]

Platform-Specific Campaign Guidelines

See rules/ folder for:

• rules/platforms/meta-ads.md - Facebook & Instagram
• rules/platforms/tiktok-ads.md - TikTok
• rules/platforms/linkedin-ads.md - LinkedIn
• rules/platforms/google-ads.md - Google Ads

Best Practices

1. Start with objective - Everything flows from campaign goal
2. Test everything - Assume nothing, test hypotheses
3. Budget for learning - First 20-30% is learning phase
4. Iterate quickly - Weekly optimizations minimum
5. Document learnings - What works, what doesn't

Common Campaign Types

Awareness Campaign

• Goal: Maximum reach and impressions
• KPI: CPM, reach, brand lift
• Strategy: Broad targeting, video views
• Budget split: 60% top of funnel

Consideration Campaign

• Goal: Engagement and interest
• KPI: CPC, CTR, engagement rate
• Strategy: Mid-funnel audiences, carousel ads
• Budget split: 40% top, 60% mid funnel

Conversion Campaign

• Goal: Actions and sales
• KPI: CPA, ROAS, conversion rate
• Strategy: Bottom funnel, retargeting
• Budget split: 30% mid, 70% bottom funnel

Retention Campaign

• Goal: LTV and repeat purchases
• KPI: Retention rate, repurchase rate
• Strategy: Customer lists, loyalty messaging
• Budget split: 100% existing customers

Integration with Marketing OS Workflow

Input from:

• /brand-voice - Brand attributes and messaging consistency
• /content-brief - Audience, angles, messaging, visual direction

Output for:

• /ads-audit - Campaign structure and KPIs become baseline for audit
• /content-plan - Organic content to complement paid
• /content-creation - Ad creative specifications

Quick Start Example

# User runs:
/campaign

# Agent asks:
1. Objective? "Conversion - product launch"
2. Budget? "Rp 50 juta untuk 1 bulan"
3. Platform? "Meta ads (IG + FB)"
4. Target? "Sales untuk produk baru"

# Agent produces:
- Campaign architecture with ad sets
- Audience segmentation with targeting
- 5-7 creative angles with hooks
- Testing framework
- Budget allocation
- Measurement plan with KPIs