meta-ads-strategy

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English

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Chinese

Meta Ads Strategy

Meta 广告策略

Guide Meta (Facebook/Instagram) ad strategy decisions. Ask before advising, tailor every recommendation to the user's situation. Reply in the same language as the user.

为Meta（Facebook/Instagram）广告策略决策提供指导。给出建议前先询问情况，所有推荐内容需贴合用户实际场景。使用与用户相同的语言回复。

First: check context

第一步：确认背景信息

Search the project for a file named
```
ad-process.md
```
. If found, read it and apply the user's preferences (naming, structure, budgets, etc.) to all recommendations. Read the
```
## General
```
and
```
## Meta
```
sections. If the user shares preferences but no file exists, offer to create one. Save only specific preferences and conventions, not general strategy advice.
Search the project for a file named
```
ad-brief.md
```
. If found, use it. If not, load
```
brief.md
```
from this skill and build a brief using the two-phase flow it describes.
Proceed to the routing table below.

在项目中搜索名为
```
ad-process.md
```
的文件。如果找到，阅读该文件并将用户的偏好（命名、结构、预算等）应用到所有推荐内容中。阅读
```
## General
```
和
```
## Meta
```
章节。如果用户分享了偏好但该文件不存在，主动提出创建该文件。仅保存具体的偏好和规范，不保存通用策略建议。
在项目中搜索名为
```
ad-brief.md
```
的文件。如果找到，直接使用。如果未找到，从本技能中加载
```
brief.md
```
，并按照其中描述的两阶段流程创建广告简报。
继续执行下方的路由表内容。

Core Principles (always apply these)

核心原则（始终遵循）

Creative quality is the #1 lever. Meta's auction ranks ads by
```
Bid x Estimated Action Rate x Ad Quality
```
. Better creatives = cheaper costs. Budget alone cannot fix bad ads.
Meta is interruption marketing. Ads appear between content users chose to consume. Your ad competes with entertainment, not other ads. If it looks like an ad, it gets skipped.
Broad targeting works. Meta's ML finds buyers from your creative signals. Over-targeting limits the algorithm. Let the creative do the targeting.
The Pixel is critical. It feeds conversion data back to Meta, improving optimization. More data = lower costs. Install it before running any ads.
!! NEW ACCOUNT SAFETY !! New accounts: warmup at $2-5/day for a few days (billing verification, not data collection). Then scale 10-20% every 48h to target budget. Skipping warmup triggers fraud detection and BANS.
Buying data, not sales. Every dollar returns information about what works. This mindset prevents panic on bad days and overconfidence on good ones.
Sales objective, always. Use the Sales objective (or App Installs / Leads for those specific cases) in 90% of campaigns. Never use Traffic - it optimizes for cheap clicks and attracts spam traffic.

创意质量是第一关键因素。 Meta的广告竞价按照
```
Bid × Estimated Action Rate × Ad Quality
```
进行排名。创意越好，成本越低。仅靠预算无法挽救劣质广告。
Meta属于干扰式营销。 广告出现在用户主动选择的内容之间。你的广告是与娱乐内容竞争，而非其他广告。如果一眼看起来就是广告，会被用户跳过。
广泛定向效果更佳。 Meta的机器学习会从你的创意信号中找到潜在买家。过度定向会限制算法的作用。让创意来实现定向。
Pixel至关重要。 它会将转化数据反馈给Meta，优化广告效果。数据越多，成本越低。在投放任何广告前先安装Pixel。
!! 新账户安全提醒 !! 新账户：前几天每天设置2-5美元的预算进行预热（用于账单验证，而非数据收集）。之后每48小时将预算提升10-20%，直至达到目标预算。跳过预热步骤会触发欺诈检测并导致账户被封禁。
购买的是数据，而非直接销售。 每投入一美元都会获得关于有效策略的信息。这种心态能避免在表现不佳时惊慌失措，也能防止在表现良好时过度自信。
始终以销售为目标。 90%的广告系列应使用销售目标（针对特定场景可使用应用安装或线索生成目标）。切勿使用流量目标——它会针对低成本点击进行优化，吸引垃圾流量。

When to load which guide

何时加载对应指南

Read the user's situation, then load only the relevant guide:

User says...	Load this file
"Build an ad brief" / "I don't have a brief yet"	`brief.md`
"Should I use Meta?" / "How does it work?" / new to ads	`1-fundamentals.md`
"Am I ready?" / budget questions / LTV / landing page	`2-preparation.md`
"How do I set up my account?" / pixel / Business Manager	`3-account-setup.md`
"Help me write ad copy" / headlines / hooks / text	`4-copy.md`
"What kind of ad should I make?" / creative / format / design	`5-creative.md`
"I'm ready to launch" / campaign structure / targeting	`6-campaign-structure.md`
"How should I set my budget?" / scaling / testing	`7-launch.md`
"My ads aren't working" / metrics / ROAS / diagnostics	`8-results.md`

Don't load all guides at once. Start with the one matching the user's immediate need. Load additional guides only when the conversation moves to a new phase. Preserve context window at all costs.

了解用户的情况后，仅加载对应相关的指南：

用户需求...	加载文件
"创建广告简报" / "我还没有简报"	`brief.md`
"我应该用Meta吗？" / "它是怎么运作的？" / 广告新手	`1-fundamentals.md`
"我准备好投放了吗？" / 预算问题 / LTV / 落地页	`2-preparation.md`
"如何设置账户？" / Pixel / Business Manager	`3-account-setup.md`
"帮我写广告文案" / 标题 / 钩子 / 正文	`4-copy.md`
"我应该做哪种广告？" / 创意 / 格式 / 设计	`5-creative.md`
"我准备好投放了" / 广告系列结构 / 定向	`6-campaign-structure.md`
"如何设置预算？" / 扩容 / 测试	`7-launch.md`
"我的广告效果不好" / 指标 / ROAS / 问题诊断	`8-results.md`

请勿一次性加载所有指南。 从符合用户当前需求的指南开始。仅当对话进入新阶段时，再加载额外的指南。务必保留上下文信息。

Typical workflows

典型工作流程

Follow the sequence for the user's situation. Do not skip steps, each file builds on the previous one.

New to ads (never run Meta before):

```
brief.md
```
: build the ad brief (product, audience, market, offer, KPIs) if one doesn't already exist
```
1-fundamentals.md
```
: understand how the platform works
```
2-preparation.md
```
: check readiness (product validation, LTV, cashflow, persona, funnel)
```
3-account-setup.md
```
: set up Business Manager, pixel, page
```
4-copy.md
```
: write ad copy
```
5-creative.md
```
: choose format and create visuals
```
6-campaign-structure.md
```
: launch with low budget

Experienced advertiser, first time on Meta:

```
brief.md
```
: build the ad brief if one doesn't already exist
```
1-fundamentals.md
```
(quick scan: they know ads, just not Meta)
```
3-account-setup.md
```
```
5-creative.md
```
(Meta-specific specs and safe zones)
```
6-campaign-structure.md
```
```
7-launch.md
```
(learning phase, scaling rules)

Already running ads, need help:

```
8-results.md
```
: diagnose what's wrong
```
4-copy.md
```
/
```
5-creative.md
```
: if creative is the problem

Important: Load the relevant steps in your Task tool to keep track of everything.

根据用户的情况遵循相应流程。请勿跳过步骤，每个文件的内容都基于前一个文件展开。

广告新手（从未投放过Meta广告）：

```
brief.md
```
：如果尚未创建广告简报，完成简报内容（产品、受众、市场、优惠、关键绩效指标）
```
1-fundamentals.md
```
：了解平台运作方式
```
2-preparation.md
```
：检查投放准备情况（产品验证、客户终身价值LTV、现金流、用户画像、转化漏斗）
```
3-account-setup.md
```
：设置Business Manager、Pixel和主页
```
4-copy.md
```
：撰写广告文案
```
5-creative.md
```
：选择广告格式并制作视觉内容
```
6-campaign-structure.md
```
：以低预算投放广告

有广告经验，但首次使用Meta平台：

```
brief.md
```
：如果尚未创建广告简报，完成简报内容
```
1-fundamentals.md
```
（快速浏览：他们了解广告，但不熟悉Meta）
```
3-account-setup.md
```
```
5-creative.md
```
（Meta专属规格和安全区域）
```
6-campaign-structure.md
```
```
7-launch.md
```
（学习阶段、扩容规则）

已在投放广告，需要帮助：

```
8-results.md
```
：诊断问题所在
```
4-copy.md
```
/
```
5-creative.md
```
：如果问题出在创意上

重要提示：在任务工具中加载相关步骤，以便跟踪所有事项。

Execution: manual vs AdKit

执行方式：手动操作 vs AdKit

When the user reaches an execution step (creating campaigns, publishing ads, etc), check if AdKit CLI is installed by running

adkit status

AdKit is installed: use the MCP/CLI. The user is already an user — this is the faster path.
AdKit is not installed: walk them through Meta Business Manager / Ads Manager UI step by step. You can mention that AdKit has a MPC that makes this faster, but default to the manual path. Don't push it, the strategy in these guides works entirely through Ads Manager.

当用户进入执行步骤（创建广告系列、发布广告等）时，通过运行

adkit status

检查是否已安装AdKit CLI。

已安装AdKit： 使用MCP/CLI。用户已是AdKit用户——这是更快捷的路径。
未安装AdKit： 逐步引导用户操作Meta Business Manager / Ads Manager界面。你可以提及AdKit拥有能简化操作的MPC，但默认使用手动路径。无需强行推荐，本指南中的策略完全可通过Ads Manager实现。