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# Ad Copy Templates Reference
Detailed formulas and templates for writing high-converting ad copy.
## Contents
- Primary Text Formulas (Problem-Agitate-Solve, Before-After-Bridge, Social Proof Lead, Feature-Benefit Bridge, Direct Response)
- Headline Formulas (For Search Ads, For Social Ads)
- CTA Variations (Soft CTAs, Hard CTAs, Urgency CTAs, Action-Oriented CTAs)
- Platform-Specific Copy Guidelines (Google Search Ads, Meta Ads, LinkedIn Ads)
- Copy Testing Priority
## Primary Text Formulas
### Problem-Agitate-Solve (PAS)
```
[Problem statement]
[Agitate the pain]
[Introduce solution]
[CTA]
```
**Example:**
> Spending hours on manual reporting every week?
> While you're buried in spreadsheets, your competitors are making decisions.
> [Product] automates your reports in minutes.
> Start your free trial →
---
### Before-After-Bridge (BAB)
```
[Current painful state]
[Desired future state]
[Your product as the bridge]
```
**Example:**
> Before: Chasing down approvals across email, Slack, and spreadsheets.
> After: Every approval tracked, automated, and on time.
> [Product] connects your tools and keeps projects moving.
---
### Social Proof Lead
```
[Impressive stat or testimonial]
[What you do]
[CTA]
```
**Example:**
> "We cut our reporting time by 75%." — Sarah K., Marketing Director
> [Product] automates the reports you hate building.
> See how it works →
---
### Feature-Benefit Bridge
```
[Feature]
[So that...]
[Which means...]
```
**Example:**
> Real-time collaboration on documents
> So your team always works from the latest version
> Which means no more version confusion or lost work
---
### Direct Response
```
[Bold claim/outcome]
[Proof point]
[CTA with urgency if genuine]
```
**Example:**
> Cut your reporting time by 80%
> Join 5,000+ marketing teams already using [Product]
> Start free → First month 50% off
---
## Headline Formulas
### For Search Ads
| Formula | Example |
|---------|---------|
| [Keyword] + [Benefit] | "Project Management That Teams Actually Use" |
| [Action] + [Outcome] | "Automate Reports \| Save 10 Hours Weekly" |
| [Question] | "Tired of Manual Data Entry?" |
| [Number] + [Benefit] | "500+ Teams Trust [Product] for [Outcome]" |
| [Keyword] + [Differentiator] | "CRM Built for Small Teams" |
| [Price/Offer] + [Keyword] | "Free Project Management \| No Credit Card" |
### For Social Ads
| Type | Example |
|------|---------|
| Outcome hook | "How we 3x'd our conversion rate" |
| Curiosity hook | "The reporting hack no one talks about" |
| Contrarian hook | "Why we stopped using [common tool]" |
| Specificity hook | "The exact template we use for..." |
| Question hook | "What if you could cut your admin time in half?" |
| Number hook | "7 ways to improve your workflow today" |
| Story hook | "We almost gave up. Then we found..." |
---
## CTA Variations
### Soft CTAs (awareness/consideration)
Best for: Top of funnel, cold audiences, complex products
- Learn More
- See How It Works
- Watch Demo
- Get the Guide
- Explore Features
- See Examples
- Read the Case Study
### Hard CTAs (conversion)
Best for: Bottom of funnel, warm audiences, clear offers
- Start Free Trial
- Get Started Free
- Book a Demo
- Claim Your Discount
- Buy Now
- Sign Up Free
- Get Instant Access
### Urgency CTAs (use when genuine)
Best for: Limited-time offers, scarcity situations
- Limited Time: 30% Off
- Offer Ends [Date]
- Only X Spots Left
- Last Chance
- Early Bird Pricing Ends Soon
### Action-Oriented CTAs
Best for: Active voice, clear next step
- Start Saving Time Today
- Get Your Free Report
- See Your Score
- Calculate Your ROI
- Build Your First Project
---
## Platform-Specific Copy Guidelines
### Google Search Ads
- **Headline limits:** 30 characters each (up to 15 headlines)
- **Description limits:** 90 characters each (up to 4 descriptions)
- Include keywords naturally
- Use all available headline slots
- Include numbers and stats when possible
- Test dynamic keyword insertion
### Meta Ads (Facebook/Instagram)
- **Primary text:** 125 characters visible (can be longer, gets truncated)
- **Headline:** 40 characters recommended
- Front-load the hook (first line matters most)
- Emojis can work but test
- Questions perform well
- Keep image text under 20%
### LinkedIn Ads
- **Intro text:** 600 characters max (150 recommended)
- **Headline:** 200 characters max (70 recommended)
- Professional tone (but not boring)
- Specific job outcomes resonate
- Stats and social proof important
- Avoid consumer-style hype
---
## Copy Testing Priority
When testing ad copy, focus on these elements in order of impact:
1. **Hook/angle** (biggest impact on performance)
2. **Headline**
3. **Primary benefit**
4. **CTA**
5. **Supporting proof points**
Test one element at a time for clean data.

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# Audience Targeting Reference
Detailed targeting strategies for each major ad platform.
## Contents
- Google Ads Audiences (Search Campaign Targeting, Display/YouTube Targeting)
- Meta Audiences (Core Audiences, Custom Audiences, Lookalike Audiences)
- LinkedIn Audiences (Job-Based Targeting, Company-Based Targeting, High-Performing Combinations)
- Twitter/X Audiences
- TikTok Audiences
- Audience Size Guidelines
- Exclusion Strategy
## Google Ads Audiences
### Search Campaign Targeting
**Keywords:**
- Exact match: [keyword] — most precise, lower volume
- Phrase match: "keyword" — moderate precision and volume
- Broad match: keyword — highest volume, use with smart bidding
**Audience layering:**
- Add audiences in "observation" mode first
- Analyze performance by audience
- Switch to "targeting" mode for high performers
**RLSA (Remarketing Lists for Search Ads):**
- Bid higher on past visitors searching your terms
- Show different ads to returning searchers
- Exclude converters from prospecting campaigns
### Display/YouTube Targeting
**Custom intent audiences:**
- Based on recent search behavior
- Create from your converting keywords
- High intent, good for prospecting
**In-market audiences:**
- People actively researching solutions
- Pre-built by Google
- Layer with demographics for precision
**Affinity audiences:**
- Based on interests and habits
- Better for awareness
- Broad but can exclude irrelevant
**Customer match:**
- Upload email lists
- Retarget existing customers
- Create lookalikes from best customers
**Similar/lookalike audiences:**
- Based on your customer match lists
- Expand reach while maintaining relevance
- Best when source list is high-quality customers
---
## Meta Audiences
### Core Audiences (Interest/Demographic)
**Interest targeting tips:**
- Layer interests with AND logic for precision
- Use Audience Insights to research interests
- Start broad, let algorithm optimize
- Exclude existing customers always
**Demographic targeting:**
- Age and gender (if product-specific)
- Location (down to zip/postal code)
- Language
- Education and work (limited data now)
**Behavior targeting:**
- Purchase behavior
- Device usage
- Travel patterns
- Life events
### Custom Audiences
**Website visitors:**
- All visitors (last 180 days max)
- Specific page visitors
- Time on site thresholds
- Frequency (visited X times)
**Customer list:**
- Upload emails/phone numbers
- Match rate typically 30-70%
- Refresh regularly for accuracy
**Engagement audiences:**
- Video viewers (25%, 50%, 75%, 95%)
- Page/profile engagers
- Form openers
- Instagram engagers
**App activity:**
- App installers
- In-app events
- Purchase events
### Lookalike Audiences
**Source audience quality matters:**
- Use high-LTV customers, not all customers
- Purchasers > leads > all visitors
- Minimum 100 source users, ideally 1,000+
**Size recommendations:**
- 1% — most similar, smallest reach
- 1-3% — good balance for most
- 3-5% — broader, good for scale
- 5-10% — very broad, awareness only
**Layering strategies:**
- Lookalike + interest = more precision early
- Test lookalike-only as you scale
- Exclude the source audience
---
## LinkedIn Audiences
### Job-Based Targeting
**Job titles:**
- Be specific (CMO vs. "Marketing")
- LinkedIn normalizes titles, but verify
- Stack related titles
- Exclude irrelevant titles
**Job functions:**
- Broader than titles
- Combine with seniority level
- Good for awareness campaigns
**Seniority levels:**
- Entry, Senior, Manager, Director, VP, CXO, Partner
- Layer with function for precision
**Skills:**
- Self-reported, less reliable
- Good for technical roles
- Use as expansion layer
### Company-Based Targeting
**Company size:**
- 1-10, 11-50, 51-200, 201-500, 501-1000, 1001-5000, 5000+
- Key filter for B2B
**Industry:**
- Based on company classification
- Can be broad, layer with other criteria
**Company names (ABM):**
- Upload target account list
- Minimum 300 companies recommended
- Match rate varies
**Company growth rate:**
- Hiring rapidly = budget available
- Good signal for timing
### High-Performing Combinations
| Use Case | Targeting Combination |
|----------|----------------------|
| Enterprise sales | Company size 1000+ + VP/CXO + Industry |
| SMB sales | Company size 11-200 + Manager/Director + Function |
| Developer tools | Skills + Job function + Company type |
| ABM campaigns | Company list + Decision-maker titles |
| Broad awareness | Industry + Seniority + Geography |
---
## Twitter/X Audiences
### Targeting options:
- Follower lookalikes (accounts similar to followers of X)
- Interest categories
- Keywords (in tweets)
- Conversation topics
- Events
- Tailored audiences (your lists)
### Best practices:
- Follower lookalikes of relevant accounts work well
- Keyword targeting catches active conversations
- Lower CPMs than LinkedIn/Meta
- Less precise, better for awareness
---
## TikTok Audiences
### Targeting options:
- Demographics (age, gender, location)
- Interests (TikTok's categories)
- Behaviors (video interactions)
- Device (iOS/Android, connection type)
- Custom audiences (pixel, customer file)
- Lookalike audiences
### Best practices:
- Younger skew (18-34 primarily)
- Interest targeting is broad
- Creative matters more than targeting
- Let algorithm optimize with broad targeting
---
## Audience Size Guidelines
| Platform | Minimum Recommended | Ideal Range |
|----------|-------------------|-------------|
| Google Search | 1,000+ searches/mo | 5,000-50,000 |
| Google Display | 100,000+ | 500K-5M |
| Meta | 100,000+ | 500K-10M |
| LinkedIn | 50,000+ | 100K-500K |
| Twitter/X | 50,000+ | 100K-1M |
| TikTok | 100,000+ | 1M+ |
Too narrow = expensive, slow learning
Too broad = wasted spend, poor relevance
---
## Exclusion Strategy
Always exclude:
- Existing customers (unless upsell)
- Recent converters (7-14 days)
- Bounced visitors (<10 sec)
- Employees (by company or email list)
- Irrelevant page visitors (careers, support)
- Competitors (if identifiable)

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# Conversion Tracking Setup
How to set up conversion tracking pixels across ad platforms. This guide covers installation, event configuration, and validation — everything a marketer needs to ensure ad spend is properly attributed.
---
## Why This Matters
Without conversion tracking:
- Ad platforms can't optimize for your actual goals
- You're flying blind on ROAS and CPA
- Retargeting audiences can't be built
- You'll waste budget on impressions that don't convert
Get tracking right before spending a dollar on ads.
---
## Platform Pixels Overview
| Platform | Pixel/Tag Name | Events API | Key Events |
|----------|---------------|:----------:|------------|
| **Google Ads** | Google tag (gtag.js) | Enhanced Conversions | purchase, sign_up, generate_lead |
| **Meta** | Meta Pixel + CAPI | Conversions API | Purchase, Lead, ViewContent, AddToCart |
| **LinkedIn** | Insight Tag | Conversions API | conversion (URL or event-based) |
| **TikTok** | TikTok Pixel | Events API | Purchase, ViewContent, AddToCart, CompleteRegistration |
| **Twitter/X** | Twitter Pixel | - | Purchase, SignUp, Download |
---
## Google Ads
### Install the Google tag
Add to every page, in `<head>`:
```html
<script async src="https://www.googletagmanager.com/gtag/js?id=AW-XXXXXXXXX"></script>
<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('js', new Date());
gtag('config', 'AW-XXXXXXXXX');
</script>
```
Replace `AW-XXXXXXXXX` with your Conversion ID from Google Ads > Tools > Conversions.
### Set up conversion actions
In Google Ads > Goals > Conversions > New conversion action:
| Conversion | Category | Value | Count |
|-----------|----------|-------|-------|
| Purchase | Purchase | Dynamic (order value) | Every |
| Sign up / Lead | Sign-up | Fixed ($X estimated value) | One |
| Demo request | Lead | Fixed ($X estimated value) | One |
| Free trial start | Sign-up | Fixed ($X estimated value) | One |
### Fire conversion events
```javascript
// Purchase
gtag('event', 'conversion', {
'send_to': 'AW-XXXXXXXXX/CONVERSION_LABEL',
'value': 99.00,
'currency': 'USD',
'transaction_id': 'ORDER-123'
});
// Lead / Sign up
gtag('event', 'conversion', {
'send_to': 'AW-XXXXXXXXX/CONVERSION_LABEL',
'value': 50.00,
'currency': 'USD'
});
```
### Enhanced Conversions
Sends hashed first-party data (email, phone) to improve attribution after cookie restrictions. Enable in Google Ads > Goals > Settings > Enhanced conversions.
```javascript
gtag('set', 'user_data', {
'email': 'user@example.com', // auto-hashed by gtag
'phone_number': '+11234567890'
});
```
### Google Tag Manager alternative
If using GTM instead of inline gtag.js:
1. Install GTM container on all pages
2. Create Google Ads conversion tags in GTM
3. Set triggers for conversion events (form submissions, purchases)
4. Use the Data Layer to pass dynamic values (order amount, transaction ID)
5. Test with GTM Preview mode before publishing
---
## Meta (Facebook/Instagram)
### Install the Meta Pixel
Add to every page, in `<head>`:
```html
<script>
!function(f,b,e,v,n,t,s)
{if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};
if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];
s.parentNode.insertBefore(t,s)}(window, document,'script',
'https://connect.facebook.net/en_US/fbevents.js');
fbq('init', 'YOUR_PIXEL_ID');
fbq('track', 'PageView');
</script>
```
Replace `YOUR_PIXEL_ID` from Meta Events Manager.
### Standard events
```javascript
// View a product or key page
fbq('track', 'ViewContent', {
content_name: 'Pro Plan',
content_category: 'Pricing',
value: 29.00,
currency: 'USD'
});
// Lead capture (form submit, demo request)
fbq('track', 'Lead', {
content_name: 'Demo Request',
value: 50.00,
currency: 'USD'
});
// Purchase
fbq('track', 'Purchase', {
value: 99.00,
currency: 'USD',
content_type: 'product',
contents: [{ id: 'pro-plan', quantity: 1 }]
});
// Add to cart (e-commerce)
fbq('track', 'AddToCart', {
content_ids: ['SKU-123'],
content_type: 'product',
value: 49.00,
currency: 'USD'
});
```
### Conversions API (CAPI)
Server-side tracking that works alongside the pixel. Required for accurate tracking after iOS 14+ and cookie restrictions.
Set up via:
- **Direct integration** — send events from your server to Meta's API
- **Partner integrations** — Shopify, WooCommerce, Segment, etc. have built-in CAPI support
- **Conversions API Gateway** — Meta's managed solution via AWS
Key: send the same events from both pixel (browser) AND CAPI (server), with a shared `event_id` for deduplication.
### Aggregated Event Measurement
Required for iOS 14+ tracking. In Events Manager > Aggregated Event Measurement:
1. Verify your domain
2. Configure and prioritize your top 8 events in order of business importance
3. Purchase should typically be #1, Lead #2
---
## LinkedIn
### Install the Insight Tag
Add to every page, before `</body>`:
```html
<script type="text/javascript">
_linkedin_partner_id = "YOUR_PARTNER_ID";
window._linkedin_data_partner_ids = window._linkedin_data_partner_ids || [];
window._linkedin_data_partner_ids.push(_linkedin_partner_id);
(function(l) {
if (!l){window.lintrk = function(a,b){window.lintrk.q.push([a,b])};
window.lintrk.q=[]}
var s = document.getElementsByTagName("script")[0];
var b = document.createElement("script");
b.type = "text/javascript";b.async = true;
b.src = "https://snap.licdn.com/li.lms-analytics/insight.min.js";
s.parentNode.insertBefore(b, s);})(window.lintrk);
</script>
```
### Conversion tracking
LinkedIn supports two methods:
**URL-based**: Fires when someone visits a specific URL (e.g., `/thank-you`).
Set up in Campaign Manager > Analyze > Conversion Tracking > Create Conversion.
**Event-based**: Fire manually on specific actions:
```javascript
window.lintrk('track', { conversion_id: YOUR_CONVERSION_ID });
```
### LinkedIn CAPI
For server-side tracking, LinkedIn offers a Conversions API. Set up via partner integrations (Segment, Tealium) or direct API calls. Deduplicates with the Insight Tag automatically when configured correctly.
---
## TikTok
### Install the TikTok Pixel
Add to every page, in `<head>`:
```html
<script>
!function (w, d, t) {
w.TiktokAnalyticsObject=t;var ttq=w[t]=w[t]||[];
ttq.methods=["page","track","identify","instances","debug","on","off",
"once","ready","alias","group","enableCookie","disableCookie","holdConsent",
"revokeConsent","grantConsent"],ttq.setAndDefer=function(t,e)
{t[e]=function(){t.push([e].concat(Array.prototype.slice.call(arguments,0)))}};
for(var i=0;i<ttq.methods.length;i++)ttq.setAndDefer(ttq,ttq.methods[i]);
ttq.instance=function(t){for(var e=ttq._i[t]||[],n=0;
n<ttq.methods.length;n++)ttq.setAndDefer(e,ttq.methods[n]);return e};
ttq.load=function(e,n){var r="https://analytics.tiktok.com/i18n/pixel/events.js",
o=n&&n.partner;ttq._i=ttq._i||{},ttq._i[e]=[],ttq._i[e]._u=r,
ttq._t=ttq._t||{},ttq._t[e]=+new Date,ttq._o=ttq._o||{},
ttq._o[e]=n||{};var s=document.createElement("script");
s.type="text/javascript",s.async=!0,s.src=r+"?sdkid="+e+"&lib="+t;
var a=document.getElementsByTagName("script")[0];
a.parentNode.insertBefore(s,a)};
ttq.load('YOUR_PIXEL_ID');
ttq.page();
}(window, document, 'ttq');
</script>
```
### Standard events
```javascript
// View content
ttq.track('ViewContent', {
content_id: 'pro-plan',
content_type: 'product',
content_name: 'Pro Plan',
value: 29.00,
currency: 'USD'
});
// Complete registration / sign up
ttq.track('CompleteRegistration', {
content_name: 'Free Trial'
});
// Purchase
ttq.track('Purchase', {
content_id: 'pro-plan',
content_type: 'product',
value: 99.00,
currency: 'USD',
quantity: 1
});
// Add to cart
ttq.track('AddToCart', {
content_id: 'SKU-123',
content_type: 'product',
value: 49.00,
currency: 'USD'
});
```
### Events API (server-side)
TikTok's Events API works like Meta's CAPI — send the same events from your server for better attribution. Use `event_id` for deduplication with browser pixel events.
### Advanced Matching
Pass hashed user data for better attribution:
```javascript
ttq.identify({
email: 'user@example.com', // auto-hashed
phone_number: '+11234567890'
});
```
---
## Validation Checklist
After installing any pixel, verify before going live:
### Browser-side checks
- [ ] Pixel fires on every page (check via browser extension)
- [ ] Conversion events fire at the right moment (after confirmed action, not on button click)
- [ ] Event parameters contain correct values (currency, amount, content IDs)
- [ ] No duplicate events firing on the same action
- [ ] Events fire on both desktop and mobile
### Platform-side checks
- [ ] Events appear in the platform's event manager/diagnostics
- [ ] Test conversions show correct values
- [ ] Event match quality is acceptable (Meta: score > 6)
- [ ] Server-side events are deduplicating with browser events (not double-counting)
### Debugging tools
| Platform | Tool |
|----------|------|
| Google | Google Tag Assistant, Chrome DevTools Network tab |
| Meta | Meta Pixel Helper (Chrome extension), Events Manager Test Events |
| LinkedIn | Insight Tag Validator in Campaign Manager |
| TikTok | TikTok Pixel Helper (Chrome extension), Events Manager |
| All | GTM Preview Mode (if using Google Tag Manager) |
---
## Common Mistakes
- **Firing purchase events on button click instead of confirmed payment** — always fire on the success/thank-you page or after server confirmation
- **Missing deduplication between pixel and server events** — without a shared `event_id`, you'll double-count conversions
- **Not testing on mobile** — many pixels break on mobile browsers or in-app webviews
- **Hardcoded test values** — remove test transaction amounts before going live
- **Forgetting to exclude internal traffic** — your team's visits inflate conversion data
- **Installing pixels without consent management** — GDPR/CCPA require user consent before firing tracking pixels in applicable regions
- **Pixel installed but no conversion actions created** — the pixel collects data, but the ad platform won't optimize without defined conversion actions
---
## When to Use Server-Side Tracking
Browser-only tracking is increasingly unreliable due to:
- iOS 14+ App Tracking Transparency
- Third-party cookie deprecation
- Ad blockers (30%+ of tech audiences)
**Use server-side (CAPI/Events API) when:**
- Running Meta or TikTok ads (strongly recommended)
- Your audience is tech-savvy (higher ad blocker usage)
- You need accurate purchase/revenue attribution
- You're spending >$5K/month on any platform
**Server-side is optional when:**
- Running Google Ads only (Enhanced Conversions covers most gaps)
- Low ad spend / testing phase
- B2B with LinkedIn only (Insight Tag is still reliable)

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# Platform Setup Checklists
Complete setup checklists for major ad platforms.
## Contents
- Google Ads Setup (Account Foundation, Conversion Tracking, Analytics Integration, Audience Setup, Campaign Readiness, Ad Extensions, Brand Protection)
- Meta Ads Setup (Business Manager Foundation, Pixel & Tracking, Domain & Aggregated Events, Audience Setup, Catalog, Creative Assets, Compliance)
- LinkedIn Ads Setup (Campaign Manager Foundation, Insight Tag & Tracking, Audience Setup, Lead Gen Forms, Document Ads, Creative Assets, Budget Considerations)
- Twitter/X Ads Setup (Account Foundation, Tracking, Audience Setup, Creative)
- TikTok Ads Setup (Account Foundation, Pixel & Tracking, Audience Setup, Creative)
- Universal Pre-Launch Checklist
## Google Ads Setup
### Account Foundation
- [ ] Google Ads account created and verified
- [ ] Billing information added
- [ ] Time zone and currency set correctly
- [ ] Account access granted to team members
### Conversion Tracking
- [ ] Google tag installed on all pages
- [ ] Conversion actions created (purchase, lead, signup)
- [ ] Conversion values assigned (if applicable)
- [ ] Enhanced conversions enabled
- [ ] Test conversions firing correctly
- [ ] Import conversions from GA4 (optional)
### Analytics Integration
- [ ] Google Analytics 4 linked
- [ ] Auto-tagging enabled
- [ ] GA4 audiences available in Google Ads
- [ ] Cross-domain tracking set up (if multiple domains)
### Audience Setup
- [ ] Remarketing tag verified
- [ ] Website visitor audiences created:
- All visitors (180 days)
- Key page visitors (pricing, demo, features)
- Converters (for exclusion)
- [ ] Customer match lists uploaded
- [ ] Similar audiences enabled
### Campaign Readiness
- [ ] Negative keyword lists created:
- Universal negatives (free, jobs, careers, reviews, complaints)
- Competitor negatives (if needed)
- Irrelevant industry terms
- [ ] Location targeting set (include/exclude)
- [ ] Language targeting set
- [ ] Ad schedule configured (if B2B, business hours)
- [ ] Device bid adjustments considered
### Ad Extensions
- [ ] Sitelinks (4-6 relevant pages)
- [ ] Callouts (key benefits, offers)
- [ ] Structured snippets (features, types, services)
- [ ] Call extension (if phone leads valuable)
- [ ] Lead form extension (if using)
- [ ] Price extensions (if applicable)
- [ ] Image extensions (where available)
### Brand Protection
- [ ] Brand campaign running (protect branded terms)
- [ ] Competitor campaigns considered
- [ ] Brand terms in negative lists for non-brand campaigns
---
## Meta Ads Setup
### Business Manager Foundation
- [ ] Business Manager created
- [ ] Business verified (if running certain ad types)
- [ ] Ad account created within Business Manager
- [ ] Payment method added
- [ ] Team access configured with proper roles
### Pixel & Tracking
- [ ] Meta Pixel installed on all pages
- [ ] Standard events configured:
- PageView (automatic)
- ViewContent (product/feature pages)
- Lead (form submissions)
- Purchase (conversions)
- AddToCart (if e-commerce)
- InitiateCheckout (if e-commerce)
- [ ] Conversions API (CAPI) set up for server-side tracking
- [ ] Event Match Quality score > 6
- [ ] Test events in Events Manager
### Domain & Aggregated Events
- [ ] Domain verified in Business Manager
- [ ] Aggregated Event Measurement configured
- [ ] Top 8 events prioritized in order of importance
- [ ] Web events prioritized for iOS 14+ tracking
### Audience Setup
- [ ] Custom audiences created:
- Website visitors (all, 30/60/90/180 days)
- Key page visitors
- Video viewers (25%, 50%, 75%, 95%)
- Page/Instagram engagers
- Customer list uploaded
- [ ] Lookalike audiences created (1%, 1-3%)
- [ ] Saved audiences for common targeting
### Catalog (E-commerce)
- [ ] Product catalog connected
- [ ] Product feed updating correctly
- [ ] Catalog sales campaigns enabled
- [ ] Dynamic product ads configured
### Creative Assets
- [ ] Images in correct sizes:
- Feed: 1080x1080 (1:1)
- Stories/Reels: 1080x1920 (9:16)
- Landscape: 1200x628 (1.91:1)
- [ ] Videos in correct formats
- [ ] Ad copy variations ready
- [ ] UTM parameters in all destination URLs
### Compliance
- [ ] Special Ad Categories declared (if housing, credit, employment, politics)
- [ ] Landing page complies with Meta policies
- [ ] No prohibited content in ads
---
## LinkedIn Ads Setup
### Campaign Manager Foundation
- [ ] Campaign Manager account created
- [ ] Company Page connected
- [ ] Billing information added
- [ ] Team access configured
### Insight Tag & Tracking
- [ ] LinkedIn Insight Tag installed on all pages
- [ ] Tag verified and firing
- [ ] Conversion tracking configured:
- URL-based conversions
- Event-specific conversions
- [ ] Conversion values set (if applicable)
### Audience Setup
- [ ] Matched Audiences created:
- Website retargeting audiences
- Company list uploaded (for ABM)
- Contact list uploaded
- [ ] Lookalike audiences created
- [ ] Saved audiences for common targeting
### Lead Gen Forms (if using)
- [ ] Lead gen form templates created
- [ ] Form fields selected (minimize for conversion)
- [ ] Privacy policy URL added
- [ ] Thank you message configured
- [ ] CRM integration set up (or CSV export process)
### Document Ads (if using)
- [ ] Documents uploaded (PDF, PowerPoint)
- [ ] Gating configured (full gate or preview)
- [ ] Lead gen form connected
### Creative Assets
- [ ] Single image ads: 1200x627 (1.91:1) or 1080x1080 (1:1)
- [ ] Carousel images ready
- [ ] Video specs met (if using)
- [ ] Ad copy within character limits:
- Intro text: 600 max, 150 recommended
- Headline: 200 max, 70 recommended
### Budget Considerations
- [ ] Budget realistic for LinkedIn CPCs ($8-15+ typical)
- [ ] Audience size validated (50K+ recommended)
- [ ] Daily vs. lifetime budget decided
- [ ] Bid strategy selected
---
## Twitter/X Ads Setup
### Account Foundation
- [ ] Ads account created
- [ ] Payment method added
- [ ] Account verified (if required)
### Tracking
- [ ] Twitter Pixel installed
- [ ] Conversion events created
- [ ] Website tag verified
### Audience Setup
- [ ] Tailored audiences created:
- Website visitors
- Customer lists
- [ ] Follower lookalikes identified
- [ ] Interest and keyword targets researched
### Creative
- [ ] Tweet copy within 280 characters
- [ ] Images: 1200x675 (1.91:1) or 1200x1200 (1:1)
- [ ] Video specs met (if using)
- [ ] Cards configured (website, app, etc.)
---
## TikTok Ads Setup
### Account Foundation
- [ ] TikTok Ads Manager account created
- [ ] Business verification completed
- [ ] Payment method added
### Pixel & Tracking
- [ ] TikTok Pixel installed
- [ ] Events configured (ViewContent, Purchase, etc.)
- [ ] Events API set up (recommended)
### Audience Setup
- [ ] Custom audiences created
- [ ] Lookalike audiences created
- [ ] Interest categories identified
### Creative
- [ ] Vertical video (9:16) ready
- [ ] Native-feeling content (not too polished)
- [ ] First 3 seconds are compelling hooks
- [ ] Captions added (most watch without sound)
- [ ] Music/sounds selected (licensed if needed)
---
## Universal Pre-Launch Checklist
Before launching any campaign:
- [ ] Conversion tracking tested with real conversion
- [ ] Landing page loads fast (<3 sec)
- [ ] Landing page mobile-friendly
- [ ] UTM parameters working
- [ ] Budget set correctly (daily vs. lifetime)
- [ ] Start/end dates correct
- [ ] Targeting matches intended audience
- [ ] Ad creative approved
- [ ] Team notified of launch
- [ ] Reporting dashboard ready