ads-management

name: ads-management description: Google Ads, Meta/Facebook Ads, TikTok Ads campaign setup, copy, budgets, targeting. Triggers on "run ads", "ad campaign", "paid traffic", "chạy quảng cáo", "Facebook Ads".

Ads Management

Plan, create, and optimize paid advertising campaigns across Google Ads, Meta Ads (Facebook/Instagram), and TikTok Ads. Covers campaign structure, ad copy, audience targeting, budget allocation, bidding strategy, and Vietnam-specific ad platform behavior.

Initial Assessment

Before building any ad campaign, determine:

1. Platform(s)? Google Ads (Search/Display/YouTube), Meta Ads (Facebook/Instagram), TikTok Ads, Zalo Ads, or multi-platform?
2. Objective? Awareness (reach/impressions), traffic (clicks), leads (form fills), conversions (purchases/signups)?
3. Budget? Daily or total campaign budget. Currency: USD or VND.
4. Target audience? Demographics, interests, behaviors, custom audiences, lookalikes.
5. Landing page ready? Ads must point somewhere. Confirm URL and whether it needs optimization (activate form-cro if so).
6. Tracking? Pixel/tag installed? Conversion events defined? (Activate analytics skill if not.)
7. Brand context loaded? Read docs/brand-guidelines.md for voice, offer, and positioning.

Core Methodology

Campaign Architecture: Account → Campaign → Ad Set → Ad

Maintain a clean hierarchy. Each level has one purpose:

Account
└── Campaign (one objective per campaign)
    └── Ad Set / Ad Group (one audience or keyword theme per set)
        └── Ad (3-5 creatives per ad set for testing)

Naming convention: [Objective]-[Audience]-[Geo]-[Date] Example: Conv-Lookalike1pct-HCMC-2026Q1

Platform Selection Matrix

Ad Copy Structure by Platform

Google Search Ads:

Headline 1 (30 chars): Primary keyword + benefit
Headline 2 (30 chars): Differentiator or offer
Headline 3 (30 chars): CTA or trust signal
Description 1 (90 chars): Expand on benefit, include keyword
Description 2 (90 chars): Social proof or urgency element

Meta Ads (Facebook/Instagram):

Primary text (125 chars visible, 1000 total):
  Line 1: Hook — stop the scroll (question, bold claim, or pain point)
  Line 2-3: Context — why this matters
  Line 4: Social proof or result
  Line 5: CTA — what to do next

Headline (40 chars): Benefit or offer
Link description (30 chars): Supporting detail

TikTok Ads (In-Feed):

Caption (100 chars optimal):
  Hook keyword + benefit + CTA
  Hashtags: 2-3 relevant

Video structure (15-30s):
  0-3s: Pattern interrupt — text overlay + surprising visual
  3-10s: Problem or desire setup
  10-20s: Solution demo or transformation
  20-30s: CTA — clear and specific

Workflow

Scenario 1: Launch a New Campaign

1. Load brand context from docs/brand-guidelines.md
2. Define objective, budget, timeline, and target audience
3. Select platform(s) using the Platform Selection Matrix
4. Design campaign structure:
   • 1 campaign per objective
   • 2-4 ad sets per campaign (audience/keyword variations)
   • 3-5 ad creatives per ad set
5. Write ad copy per platform format (see structures above)
6. Define targeting:
   • Google: keyword list + negative keywords
   • Meta: interest targeting + custom audience + lookalike
   • TikTok: interest + behavior + creator interaction
7. Set bidding strategy:
   • New campaign, limited data → start with automatic bidding
   • After 50+ conversions → switch to target CPA or target ROAS
8. Define conversion tracking events (purchase, signup, lead, add_to_cart)
9. Output full campaign brief
10. Save to assets/reports/ad-campaign-[name]-YYYY-MM-DD.md

Scenario 2: Write Ad Variations

1. Load brand context
2. Identify platform and character limits
3. Generate 5 ad variations per ad set:
   • Variation A: benefit-focused
   • Variation B: pain-point-focused
   • Variation C: social-proof-focused
   • Variation D: urgency/scarcity-focused
   • Variation E: question/curiosity-focused
4. For Vietnamese ads, provide both VI and EN versions if targeting bilingual audience
5. Flag the variation with highest expected CTR based on framework strength
6. Save to assets/posts/ad-copy-[platform]-[campaign].md

Scenario 3: Budget Allocation

1. Determine total monthly budget
2. Allocate across platforms based on objective:
   • Awareness: 60% Meta/TikTok, 30% YouTube, 10% test
   • Traffic: 50% Google Search, 30% Meta, 20% test
   • Conversions: 40% Google Search, 30% Meta retarget, 20% TikTok, 10% test
3. Within each platform, allocate:
   • 70% to proven audiences/keywords
   • 20% to expansion (new audiences, broader keywords)
   • 10% to pure testing (new creatives, new platforms)
4. Set daily budget caps to prevent overspend
5. Output allocation table with daily/weekly/monthly breakdowns
6. Save to assets/reports/ad-budget-[period].md

Vietnam Ads Specifics

Platform Costs in Vietnam (Benchmark Ranges)

Seasonal CPM spikes: Tết (Jan-Feb), 11/11, 12/12, Black Friday — CPMs can increase 2-3x. Front-load budget before peak or accept higher costs.

Vietnamese Ad Copy Patterns

What converts in Vietnam:

• Price transparency: "Chỉ từ 199,000đ/tháng" — Vietnamese audiences distrust hidden pricing
• Social proof with numbers: "10,000+ khách hàng" or "⭐ 4.8/5 trên Google"
• Urgency with specifics: "Còn 3 ngày" performs better than "Ưu đãi có hạn"
• Free trial/shipping: "Miễn phí vận chuyển" or "Dùng thử 7 ngày miễn phí"
• KOL/KOC endorsement: reference by name if partnership exists

Platform behavior in Vietnam:

• Facebook: still highest reach for 25-55 age group. Long-form primary text works (200+ words).
• TikTok: fastest-growing ad platform. User-generated style (UGC) creatives outperform polished ads 2-3x.
• Google: "giá bao nhiêu", "[product] mua ở đâu", "[brand] có tốt không" are high-intent Vietnamese search patterns.
• Zalo: best for direct messaging conversions — "Nhắn tin ngay" CTA drives Zalo chat opens.
• Shopee/Lazada Ads: for e-commerce, in-platform ads have highest purchase intent (activate launch-strategy for marketplace campaigns).

Targeting Tips for Vietnam

• Tier 1 cities (HCM, Hà Nội, Đà Nẵng): higher CPM but higher conversion rates and AOV
• Tier 2-3 cities/provinces: lower CPM, price-sensitive audience, COD (cash on delivery) preferred
• Age targeting: Facebook self-reported age in VN is often inaccurate — use behavior signals instead
• Interest targeting: Vietnamese-language interest categories on Meta are less granular — use broad + let algorithm optimize
• Lookalike audiences: 1-2% lookalike from purchase events is the highest-value audience in VN

Output Specification

• Format: Markdown campaign briefs with structured sections
• Location: assets/reports/ for campaign plans, assets/posts/ for ad copy
• Naming: ad-campaign-[name]-YYYY-MM-DD.md, ad-copy-[platform]-[campaign].md, ad-budget-[period].md

Quality Checklist

• Campaign objective clearly defined (one per campaign)
• Platform selected with rationale (not arbitrary)
• Ad copy respects character limits per platform
• 3-5 creative variations per ad set for testing
• Targeting defined: keywords (Google) or audience (Meta/TikTok)
• Budget allocated with 70/20/10 proven/expansion/test split
• Vietnamese ads use VND pricing and local trust signals
• Conversion tracking events specified
• Brand context from docs/brand-guidelines.md applied
• Output saved to assets/ with correct naming

Related Skills

• copywriting — Persuasion frameworks for ad copy
• marketing-psychology — Triggers for urgency, scarcity, social proof in ads
• analytics — Conversion tracking and ROAS measurement
• launch-strategy — Ads as part of product launch campaigns
• seo-optimization — Keyword research shared between SEO and Google Ads