ads-plan
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ChineseStrategic Paid Advertising Plan
战略性付费广告计划
Process
流程
1. Discovery
1. 调研阶段
- Business type, products/services, target audience
- Current advertising status (active platforms, spend, performance)
- Goals: brand awareness, lead generation, e-commerce sales, app installs
- Budget range (monthly/quarterly)
- Timeline and urgency
- In-house team capacity vs agency needs
- 业务类型、产品/服务、目标受众
- 当前广告状态（活跃平台、投入成本、表现）
- 目标：品牌知名度提升、线索获取、电商销售、应用安装
- 预算范围（月度/季度）
- 时间线与紧急程度
- 内部团队能力 vs 代理机构需求
2. Competitive Analysis
2. 竞品分析
- Identify top 3-5 competitors
- Analyze their ad presence across platforms (Google Ads Transparency, Meta Ad Library)
- Estimate competitor spend levels and platform mix
- Identify messaging themes and creative approaches
- Note keyword/audience gaps (opportunities competitors are missing)
- 确定3-5个核心竞争对手
- 分析其在各平台的广告布局（通过Google Ads Transparency、Meta Ad Library）
- 估算竞争对手的投入水平与平台组合
- 识别其消息传递主题与创意方向
- 挖掘关键词/受众缺口（竞争对手未覆盖的机会点）
3. Platform Selection
3. 平台选择
- Load industry template from directory
assets/ - Match business type to recommended platform mix
- Read for platform selection matrix
ads/references/budget-allocation.md - Read for tracking setup requirements
ads/references/conversion-tracking.md - Assess platform fit based on:
- Target audience demographics per platform
- Product/service type suitability
- Budget requirements per platform (minimums)
- Sales cycle length and attribution needs
- Creative capabilities and content availability
- 从目录加载行业模板
assets/ - 匹配业务类型与推荐的平台组合
- 查阅获取平台选择矩阵
ads/references/budget-allocation.md - 查阅了解追踪设置要求
ads/references/conversion-tracking.md - 基于以下维度评估平台适配性：
- 各平台的目标受众人口统计特征
- 产品/服务类型的适配性
- 各平台的预算要求（最低门槛）
- 销售周期长度与归因需求
- 创意能力与内容可获得性
4. Campaign Architecture
4. 广告活动架构
Naming Convention
命名规范
[Platform]_[Objective]_[Audience]_[Geo]_[Date]Example:
META_CONV_Prospecting_US_2026Q1[平台]_[目标]_[受众]_[地域]_[日期]示例：
META_CONV_Prospecting_US_2026Q1Campaign Structure Template
广告活动结构模板
Account
├── Brand Campaign (always-on, protect brand terms)
├── Non-Brand Prospecting
│ ├── Campaign 1: [Top Funnel - Awareness]
│ │ ├── Ad Group/Set 1: [Audience A]
│ │ └── Ad Group/Set 2: [Audience B]
│ ├── Campaign 2: [Mid Funnel - Consideration]
│ │ ├── Ad Group/Set 1: [Interest-based]
│ │ └── Ad Group/Set 2: [Lookalike/Similar]
│ └── Campaign 3: [Bottom Funnel - Conversion]
│ ├── Ad Group/Set 1: [High-intent]
│ └── Ad Group/Set 2: [Custom audience]
├── Retargeting
│ ├── Website Visitors (7-30 days)
│ ├── Engaged Users (video views, social engagement)
│ └── Cart Abandoners / Form Starters
└── Testing
└── New audiences, formats, or messaging账户
├── 品牌广告活动（持续投放，保护品牌关键词）
├── 非品牌拓客
│ ├── 活动1：[漏斗顶部 - 认知阶段]
│ │ ├── 广告组/广告集1：[受众A]
│ │ └── 广告组/广告集2：[受众B]
│ ├── 活动2：[漏斗中部 - 考虑阶段]
│ │ ├── 广告组/广告集1：[兴趣定向]
│ │ └── 广告组/广告集2：[相似受众]
│ └── 活动3：[漏斗底部 - 转化阶段]
│ ├── 广告组/广告集1：[高意向受众]
│ └── 广告组/广告集2：[自定义受众]
├── 再营销
│ ├── 网站访客（7-30天）
│ ├── 互动用户（视频观看、社交互动）
│ └── 购物车弃购者 / 表单启动者
└── 测试
└── 新受众、新格式或新消息传递5. Budget Planning
5. 预算规划
Monthly Budget Distribution
月度预算分配
Read for the 70/20/10 framework.
ads/references/budget-allocation.md| Tier | Allocation | Purpose |
|---|---|---|
| Proven (70%) | Primary platforms with proven ROI | Revenue engine |
| Scaling (20%) | Platforms showing promise | Growth engine |
| Testing (10%) | New platforms or strategies | Innovation |
查阅了解70/20/10框架。
ads/references/budget-allocation.md| 层级 | 分配比例 | 用途 |
|---|---|---|
| 已验证（70%） | 投入已验证ROI的核心平台 | 营收引擎 |
| 拓展（20%） | 表现潜力的平台 | 增长引擎 |
| 测试（10%） | 新平台或新策略 | 创新探索 |
Budget Pacing
预算节奏
- Month 1-2: heavy testing, expect higher CPA (learning)
- Month 3-4: optimize based on data, tighten targeting
- Month 5-6: scale winners, kill losers, expand
- Ongoing: 70/20/10 maintenance with quarterly reviews
- 第1-2个月：密集测试，CPA（单次转化成本）预计较高（学习阶段）
- 第3-4个月：基于数据优化，收紧定向
- 第5-6个月：放大成功案例，终止低效项目，拓展范围
- 持续阶段：采用70/20/10框架维护，每季度复盘
6. Creative Strategy
6. 创意策略
Content Pillars
内容支柱
- Pain Point: address specific problems your audience faces
- Social Proof: testimonials, case studies, reviews
- Product Demo: show the product/service in action
- Offer: promotions, free trials, lead magnets
- Education: teach something valuable related to your product
- 痛点解决：针对受众面临的具体问题
- 社交证明：客户证言、案例研究、评价
- 产品演示：展示产品/服务的实际使用场景
- 优惠活动：促销、免费试用、获客诱饵
- 教育内容：教授与产品相关的实用知识
Creative Production Plan
创意制作计划
| Priority | Asset Type | Platforms | Quantity |
|---|---|---|---|
| P1 | Product/service videos (15-30s) | Meta, TikTok, YouTube | 5-10 |
| P2 | Static images with copy | Google, Meta, LinkedIn | 10-15 |
| P3 | Carousel/collection | Meta, LinkedIn | 3-5 |
| P4 | UGC/testimonial video | TikTok, Meta | 3-5 |
| P5 | Long-form video (1-3 min) | YouTube | 2-3 |
| 优先级 | 资产类型 | 适用平台 | 数量 |
|---|---|---|---|
| P1 | 产品/服务短视频（15-30秒） | Meta、TikTok、YouTube | 5-10条 |
| P2 | 带文案的静态图片 | Google、Meta、LinkedIn | 10-15张 |
| P3 | 轮播/合集广告 | Meta、LinkedIn | 3-5组 |
| P4 | 用户生成内容/证言视频 | TikTok、Meta | 3-5条 |
| P5 | 长视频（1-3分钟） | YouTube | 2-3条 |
7. Tracking Setup Plan
7. 追踪设置方案
Before launching any ads, ensure tracking is configured:
| Platform | Client-Side | Server-Side | Priority |
|---|---|---|---|
| gtag.js | Enhanced Conversions, GTM SS | P1 | |
| Meta | Pixel | CAPI | P1 |
| Insight Tag | CAPI (2025) | P2 | |
| TikTok | Pixel | Events API + ttclid | P2 |
| Microsoft | UET Tag | Enhanced Conversions | P2 |
在启动任何广告前，确保完成以下追踪配置：
| 平台 | 客户端追踪 | 服务器端追踪 | 优先级 |
|---|---|---|---|
| gtag.js | Enhanced Conversions、GTM SS | P1 | |
| Meta | Pixel | CAPI | P1 |
| Insight Tag | CAPI（2025年） | P2 | |
| TikTok | Pixel | Events API + ttclid | P2 |
| Microsoft | UET Tag | Enhanced Conversions | P2 |
8. Implementation Roadmap
8. 实施路线图
Phase 1 — Foundation (Weeks 1-2)
阶段1 — 基础搭建（第1-2周）
- Install all tracking pixels and server-side tracking
- Set up conversion events and goals
- Create campaign structure and naming conventions
- Build initial audiences (custom, lookalike/predictive)
- Produce first batch of creative assets
- 安装所有追踪像素与服务器端追踪工具
- 设置转化事件与目标
- 创建广告活动结构与命名规范
- 构建初始受众（自定义、相似/预测受众）
- 制作首批创意资产
Phase 2 — Launch (Weeks 3-4)
阶段2 — 启动投放（第3-4周）
- Launch campaigns on primary platform(s) first
- Set conservative budgets and bidding (Maximize Clicks / Lowest Cost)
- Monitor daily for the first 7 days
- Verify conversion tracking is firing correctly
- 先在核心平台启动广告活动
- 设置保守预算与出价策略（最大化点击量 / 最低成本）
- 前7天每日监控
- 验证转化追踪是否正常触发
Phase 3 — Optimize (Weeks 5-8)
阶段3 — 优化迭代（第5-8周）
- Analyze initial data (minimum 2 weeks of data)
- Adjust bidding strategies based on conversion volume
- Kill underperforming ad groups/creatives (3x Kill Rule)
- Launch secondary platforms
- Begin A/B testing (creative, landing pages, audiences)
- 分析初始数据（至少2周数据）
- 根据转化量调整出价策略
- 终止表现不佳的广告组/创意（3倍淘汰规则）
- 启动次级平台投放
- 开始A/B测试（创意、落地页、受众）
Phase 4 — Scale (Weeks 9-12)
阶段4 — 规模拓展（第9-12周）
- Scale winning campaigns (20% rule)
- Expand to testing platforms (10% budget)
- Implement advanced strategies (ABM, Shopping feeds, Smart+)
- Monthly performance reviews
- 放大成功广告活动（遵循20%规则）
- 拓展至测试平台（分配10%预算）
- 实施进阶策略（ABM、商品Feed、Smart+）
- 月度绩效复盘
Industry Templates
行业模板
Load from directory based on detected or specified business type:
assets/- — SaaS companies
saas.md - — E-commerce stores
ecommerce.md - — Local service businesses
local-service.md - — B2B enterprise
b2b-enterprise.md - — Info products and courses
info-products.md - — Mobile app companies
mobile-app.md - — Real estate
real-estate.md - — Healthcare
healthcare.md - — Financial services
finance.md - — Marketing agencies
agency.md - — General business template
generic.md
根据识别或指定的业务类型，从目录加载对应模板：
assets/- — SaaS企业
saas.md - — 电商店铺
ecommerce.md - — 本地服务商家
local-service.md - — B2B企业
b2b-enterprise.md - — 信息产品与课程
info-products.md - — 移动应用企业
mobile-app.md - — 房地产行业
real-estate.md - — 医疗健康行业
healthcare.md - — 金融服务行业
finance.md - — 营销代理机构
agency.md - — 通用业务模板
generic.md
Output
输出成果
Deliverables
交付物
- — Complete strategic advertising plan
ADS-STRATEGY.md - — Campaign structure with naming conventions
CAMPAIGN-ARCHITECTURE.md - — Budget allocation with monthly pacing
BUDGET-PLAN.md - — Creative production plan with specifications
CREATIVE-BRIEF.md - — Tracking implementation checklist
TRACKING-SETUP.md - — Phased rollout timeline
IMPLEMENTATION-ROADMAP.md
- — 完整的战略性广告计划
ADS-STRATEGY.md - — 含命名规范的广告活动结构
CAMPAIGN-ARCHITECTURE.md - — 含月度节奏的预算分配方案
BUDGET-PLAN.md - — 含规格要求的创意制作计划
CREATIVE-BRIEF.md - — 追踪实施检查清单
TRACKING-SETUP.md - — 分阶段推出时间线
IMPLEMENTATION-ROADMAP.md
KPI Targets
KPI目标
| Metric | Month 1 | Month 3 | Month 6 | Month 12 |
|---|---|---|---|---|
| ROAS | Baseline | Target -20% | Target | Target +20% |
| CPA | Baseline | Target +30% | Target | Target -10% |
| CVR | Baseline | +10% | +20% | +30% |
| CTR | Baseline | +15% | +25% | +30% |
| Budget | Testing | Optimizing | Scaling | Maintaining |
| 指标 | 第1个月 | 第3个月 | 第6个月 | 第12个月 |
|---|---|---|---|---|
| ROAS（广告支出回报率） | 基准值 | 目标值-20% | 目标值 | 目标值+20% |
| CPA（单次转化成本） | 基准值 | 目标值+30% | 目标值 | 目标值-10% |
| CVR（转化率） | 基准值 | +10% | +20% | +30% |
| CTR（点击率） | 基准值 | +15% | +25% | +30% |
| 预算阶段 | 测试期 | 优化期 | 拓展期 | 维护期 |