marketing-paid-advertising
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ChinesePAID ADVERTISING — ACQUISITION OS (OPERATIONAL)
付费广告——获客操作系统（实操版）
No-fluff execution skill for paid acquisition across Google, Meta, TikTok, LinkedIn.
针对Google、Meta、TikTok、LinkedIn平台的干货型付费获客实操指南。
Modern Best Practices (January 2026)
2026年1月最新最佳实践
- Algorithmic buying wins when you provide strong signals: clean conversion events, value, and enough volume per campaign to learn.
- Creative is the main lever on social: plan for volume and refresh cadence; treat creative like a product pipeline.
- Default measurement: server-side signals where possible (Enhanced Conversions / Conversions API / Events API), consistent UTMs, and closed-loop revenue in CRM.
- Use attribution as directional; use incrementality tests to answer budget questions (geo-lift/holdouts) when stakes are high.
- Optimize to profit and payback (not just CPL/ROAS) when margins, refunds, or LTV vary materially.
- Compliance is non-negotiable: platform policies, privacy consent, and avoiding sensitive targeting/claims.
- 当你提供明确信号时，算法购买会更有效：清晰的转化事件、转化价值，以及每个广告活动足够的学习数据量。
- 创意是社交平台的核心杠杆：规划创意产出量和更新频率；将创意视为产品流水线来运作。
- 默认衡量方案：尽可能使用服务器端信号（Enhanced Conversions / Conversions API / Events API）、标准化UTM参数，以及CRM中的闭环收入数据。
- 将归因作为方向性参考；当涉及高预算决策时，使用增量测试（地理提升/对照组）来解答预算分配问题。
- 当利润率、退款率或LTV存在显著差异时，以利润和投资回收期为优化目标（而非仅CPL/ROAS）。
- 合规性至关重要：遵守平台政策、隐私许可要求，避免敏感定向或违规声明。
When to Use
适用场景
- New campaigns: structure, audiences, bidding, creative
- Scaling spend: budget allocation, ROAS targets
- Platform selection: which channels for which goals
- Unit economics: CAC/LTV modeling, payback period
- Revenue attribution: multi-touch, incrementality
- 新广告活动：活动结构、受众定位、出价策略、创意制作
- 预算扩容：预算分配、ROAS目标设定
- 平台选择：根据目标选择合适渠道
- 单位经济效益：CAC/LTV建模、投资回收期计算
- 收入归因：多触点归因、增量效果衡量
When NOT to Use
不适用场景
| Scenario | Use Instead |
|---|---|
| Organic social | marketing-social-media |
| SEO/content | marketing-seo-complete |
| Landing pages | marketing-cro |
| 场景 | 替代方案 |
|---|---|
| 有机社交营销 | marketing-social-media |
| SEO/内容营销 | marketing-seo-complete |
| 落地页优化 | marketing-cro |
Quick Start (What I Need From You)
快速启动（需提供的信息）
- Goal: revenue, pipeline, leads, trials, purchases (pick 1 primary)
- ICP/offer: who, pain, positioning, price/ACV, gross margin, refund rate (if relevant)
- Geo/language + budget horizon (test budget + monthly cap)
- Tracking: conversion events + where they’re recorded (GA4, CRM, Shopify, app DB), attribution window expectations
- Constraints: creative/brand limits, compliance constraints, sales capacity + SLAs (B2B)
If unknown, start with assumptions and label them; then validate with data in week 1.
- 目标：收入、销售线索、潜在客户、试用、购买（选择1个核心目标）
- 理想客户画像/产品：目标人群、痛点、定位、价格/ACV、毛利率、退款率（如适用）
- 地区/语言 + 预算范围（测试预算 + 月度上限）
- 追踪：转化事件及其记录位置（GA4、CRM、Shopify、应用数据库）、归因窗口期预期
- 约束条件：创意/品牌限制、合规要求、销售产能 + 服务水平协议（B2B）
若信息未知，可先基于假设启动，并标注假设；然后在第1周用数据验证。
Platform Selection
平台选择
| Platform | Best For | Typical Cost (Relative) |
|---|---|---|
| Google Search | High intent capture | Medium |
| Meta | Efficient demand creation + retargeting | Low–Medium |
| B2B precision, ABM | High | |
| TikTok | Low-cost reach + creative velocity | Low |
Note: Costs vary massively by industry, geo, offer, tracking quality, and seasonality. Use as directional only.
| 平台 | 最佳适用场景 | 相对成本 |
|---|---|---|
| Google Search | 高意向用户捕获 | 中等 |
| Meta | 高效需求创造 + 再营销 | 低–中等 |
| B2B精准触达、ABM营销 | 高 | |
| TikTok | 低成本触达 + 创意快速迭代 | 低 |
注：成本因行业、地区、产品、追踪质量和季节性差异极大。仅作方向性参考。
Decision Tree
决策树
text
HIGH INTENT?
├─ YES → Google Search (always include)
└─ NO → What's your goal?
├─ Awareness → Meta, TikTok, YouTube
├─ B2B/Enterprise → LinkedIn, Google
└─ E-commerce → Meta, Google Shoppingtext
HIGH INTENT?
├─ YES → Google Search (always include)
└─ NO → What's your goal?
├─ Awareness → Meta, TikTok, YouTube
├─ B2B/Enterprise → LinkedIn, Google
└─ E-commerce → Meta, Google ShoppingMeasurement & Tracking (2026 Default)
衡量与追踪（2026默认方案）
Minimum viable measurement before scaling:
- Conversion events defined (lead, SQL, purchase, subscription) with dedupe and clear “source of truth”
- UTMs standardized across every platform
- Server-side signals where feasible:
- Google: Enhanced Conversions + offline conversion imports (B2B)
- Meta: Pixel + Conversions API
- TikTok: Pixel + Events API
- LinkedIn: Insight Tag + offline conversions (when available)
- Reporting views: spend → conversions → revenue/pipeline (weekly), incrementality tests (quarterly or when budgets materially change)
For deep dives: , .
references/revenue-attribution-guide.mdreferences/sales-alignment-guide.md扩容前的最低可行衡量方案：
- 明确定义转化事件（线索、销售合格线索、购买、订阅），并去重，确定“事实来源”
- 全平台标准化UTM参数
- 尽可能使用服务器端信号：
- Google: Enhanced Conversions + 线下转化导入（B2B）
- Meta: Pixel + Conversions API
- TikTok: Pixel + Events API
- LinkedIn: Insight Tag + 线下转化（如可用）
- 报表视图：支出→转化→收入/销售线索（每周）、增量测试（每季度或预算大幅变动时）
深度参考：, .
references/revenue-attribution-guide.mdreferences/sales-alignment-guide.mdCampaign Structure
广告活动结构
Google Ads
Google Ads
text
├─ Campaign: Brand (Search)
├─ Campaign: Non-Brand (Search)
├─ Campaign: Retargeting (Display)
└─ Campaign: Performance Maxtext
├─ Campaign: Brand (Search)
├─ Campaign: Non-Brand (Search)
├─ Campaign: Retargeting (Display)
└─ Campaign: Performance MaxMeta Ads
Meta Ads
text
├─ Campaign: Prospecting
│ ├─ Ad Set: Lookalike 1%
│ └─ Ad Set: Broad (Advantage+)
├─ Campaign: Retargeting
└─ Campaign: Testingtext
├─ Campaign: Prospecting
│ ├─ Ad Set: Lookalike 1%
│ └─ Ad Set: Broad (Advantage+)
├─ Campaign: Retargeting
└─ Campaign: TestingBidding Strategy
出价策略
| Strategy | When to Use |
|---|---|
| Manual CPC | <50 conversions/month |
| Target CPA | 50-100 conversions |
| Target ROAS | >100 conversions |
| 策略 | 适用场景 |
|---|---|
| Manual CPC | 每月转化量<50 |
| Target CPA | 每月转化量50-100 |
| Target ROAS | 每月转化量>100 |
Budget Allocation
预算分配
| Stage | % of Budget |
|---|---|
| Brand | 10-20% |
| Prospecting | 40-60% |
| Retargeting | 20-30% |
| Testing | 10-15% |
| 阶段 | 预算占比 |
|---|---|
| 品牌广告 | 10-20% |
| 潜在客户开发 | 40-60% |
| 再营销 | 20-30% |
| 测试 | 10-15% |
Unit Economics
单位经济效益
| LTV:CAC | Status | Action |
|---|---|---|
| < 1:1 | Losing money | Stop spending |
| 3:1 | Healthy | Maintain/scale |
| > 5:1 | Under-investing | Scale aggressively |
Payback Targets:
- B2C SaaS: < 6 months
- B2B SaaS: < 12 months
- E-commerce: < 3 months
| LTV:CAC | 状态 | 行动建议 |
|---|---|---|
| < 1:1 | 亏损 | 停止投放 |
| 3:1 | 健康 | 维持/扩容 |
| > 5:1 | 投入不足 | 大幅扩容 |
投资回收期目标：
- B2C SaaS: < 6个月
- B2B SaaS: < 12个月
- 电商: < 3个月
Decision Tree (Triage)
问题排查决策树
text
CPL too high?
├─ Check audience size
├─ Check creative CTR (<1% = new creative)
├─ Check landing page CVR (<2% = landing issue)
└─ Check bid strategy
ROAS below target?
├─ Check conversion tracking
├─ Check audience quality
└─ Check offer strengthtext
CPL too high?
├─ Check audience size
├─ Check creative CTR (<1% = new creative)
├─ Check landing page CVR (<2% = landing issue)
└─ Check bid strategy
ROAS below target?
├─ Check conversion tracking
├─ Check audience quality
└─ Check offer strengthMetrics
核心指标
| Metric | Target |
|---|---|
| CTR | >1% (creative health) |
| CVR | >2% (landing health) |
| Frequency | <3 (fatigue) |
| Quality Score | >6 (Google) |
| 指标 | 目标值 |
|---|---|
| CTR | >1%（创意健康度） |
| CVR | >2%（落地页健康度） |
| Frequency | <3（广告疲劳度） |
| Quality Score | >6（Google平台） |
Anti-Patterns
反模式
- Changing bids daily → Wait 2-4 weeks
- Too many audiences → Use 3-5 max
- Single creative → Use 3-5 variants
- No negative keywords → Build weekly
- 每日调整出价 → 等待2-4周再优化
- 过多受众定向 → 最多使用3-5个定向组
- 单一创意素材 → 使用3-5个创意变体
- 未设置否定关键词 → 每周更新否定关键词列表
Resources
资源
| Resource | Purpose |
|---|---|
| data/sources.json | Authoritative sources (platform docs, measurement, privacy) |
| references/google-ads-guide.md | Google specifics |
| references/meta-ads-guide.md | Meta specifics |
| references/tiktok-ads-guide.md | TikTok specifics |
| references/linkedin-ads-guide.md | LinkedIn specifics |
| references/unit-economics-guide.md | CAC/LTV deep dive |
| references/revenue-attribution-guide.md | Attribution models |
| references/sales-alignment-guide.md | Pipeline + CRM alignment |
| references/operational-sops.md | Weekly/monthly SOPs |
| 资源 | 用途 |
|---|---|
| data/sources.json | 权威来源（平台文档、衡量方案、隐私合规） |
| references/google-ads-guide.md | Google平台细节指南 |
| references/meta-ads-guide.md | Meta平台细节指南 |
| references/tiktok-ads-guide.md | TikTok平台细节指南 |
| references/linkedin-ads-guide.md | LinkedIn平台细节指南 |
| references/unit-economics-guide.md | CAC/LTV深度解析 |
| references/revenue-attribution-guide.md | 归因模型详解 |
| references/sales-alignment-guide.md | 销售线索与CRM协同指南 |
| references/operational-sops.md | 每周/月度操作流程 |
Templates
模板
| Template | Purpose |
|---|---|
| assets/campaign-structure.md | Campaign hierarchy |
| assets/budget-allocation.md | Budget planning |
| assets/unit-economics-calculator.md | CAC/LTV calculator |
| assets/creative-brief.md | Ad creative spec |
| assets/google-rsa-asset-pack.md | RSA copy + asset pack |
| assets/creative-test-plan.md | Creative testing cadence |
| assets/performance-review.md | Weekly/monthly review doc |
| 模板 | 用途 |
|---|---|
| assets/campaign-structure.md | 广告活动层级结构 |
| assets/budget-allocation.md | 预算规划 |
| assets/unit-economics-calculator.md | CAC/LTV计算器 |
| assets/creative-brief.md | 广告创意需求说明 |
| assets/google-rsa-asset-pack.md | Google RSA素材包 |
| assets/creative-test-plan.md | 创意测试周期规划 |
| assets/performance-review.md | 每周/月度效果复盘文档 |
International Markets
国际市场
This skill covers US-centric platforms. For regional advertising:
| Need | See Skill |
|---|---|
| China platforms (Baidu, WeChat, Douyin) | marketing-geo-localization |
| Japan/Korea (Yahoo Japan, Naver, Kakao) | marketing-geo-localization |
| Russia/CIS (Yandex, VK) | marketing-geo-localization |
| Regional CAC benchmarks | marketing-geo-localization |
Tip: If your query mentions regional platforms or specific countries, also use .
marketing-geo-localization本指南以美国平台为核心。针对区域广告：
| 需求 | 参考技能 |
|---|---|
| 中国平台（百度、微信、抖音） | marketing-geo-localization |
| 日本/韩国（Yahoo Japan、Naver、Kakao） | marketing-geo-localization |
| 俄罗斯/独联体（Yandex、VK） | marketing-geo-localization |
| 区域CAC基准数据 | marketing-geo-localization |
提示：若你的需求涉及区域平台或特定国家，同时使用技能。
marketing-geo-localizationRelated Skills
相关技能
| Skill | Purpose |
|---|---|
| marketing-geo-localization | International markets |
| marketing-leads-generation | Lead capture |
| marketing-cro | Landing optimization |
| startup-go-to-market | Channel strategy |
| 技能 | 用途 |
|---|---|
| marketing-geo-localization | 国际市场广告 |
| marketing-leads-generation | 线索获取 |
| marketing-cro | 落地页优化 |
| startup-go-to-market | 渠道策略 |