AgentSkillsCN

linkedin-ads-campaign-planner

规划LinkedIn广告活动的结构、受众群体、预算分配与跟踪监测——适用于B2B SaaS企业的广告投放。当您需要搭建LinkedIn广告系列、规划广告预算、配置受众群体，或设置跟踪监测时，本技能将为您提供专业指导。触发条件包括：LinkedIn广告活动结构、广告活动计划、广告预算、受众定向、LinkedIn跟踪、UTM参数设置。

SKILL.md
--- frontmatter
name: linkedin-ads-campaign-planner
description: "Plan LinkedIn ad campaign structure, audiences, budgets, and tracking for B2B SaaS. Use when setting up LinkedIn campaigns, planning ad spend, configuring audiences, or setting up tracking. Triggers on: linkedin campaign structure, campaign plan, ad budget, audience targeting, linkedin tracking, utm setup."

LinkedIn Ads Campaign Planner

Plan campaign structure, audiences, budgets, bidding, and tracking for LinkedIn Ads. Produces actionable campaign plans with audience definitions, budget allocation, and tracking checklists.

Note: For ad copy and creative briefs, use /linkedin-ads-creative.

The Job

  1. •Check existing context in context/business/ for ICP, regions, product info
  2. •Ask routing questions (one at a time)
  3. •Gather missing inputs through targeted questions
  4. •Generate campaign plan and tracking setup
  5. •Save to /work/linkedin-ads/

Output files (account-level):

  • •campaign-plan.md — Structure, audiences, budgets, bidding
  • •tracking-setup.md — UTM templates, conversion events, QA checklist

Step 1: Check Existing Context

Before asking questions, scan:

  • •context/business/ — ICP, regions, product info
  • •context/learning/linkedin-ads/ — research and learnings

Use found context to pre-fill inputs. Only ask about what's missing.

Step 2: Routing Questions (Ask One at a Time)

Question 1: What do you need?

code
What do you need help with?

A. Full campaign setup (structure + audiences + budget + tracking)
B. Campaign structure and audiences only
C. Budget planning and allocation only
D. Tracking and attribution setup only

Question 2: Current state

code
What's your current LinkedIn Ads state?

A. Starting from scratch (no campaigns yet)
B. Have campaigns but need restructuring
C. Have campaigns, adding new funnel stage or audience

Question 3: Budget range

code
What's your monthly LinkedIn Ads budget?

A. < €3,000 (focused approach needed)
B. €3,000 - €15,000 (standard full funnel)
C. > €15,000 (full funnel + ABM + testing)

Step 3: Gather Missing Inputs

Ask only for inputs not found in existing context. One question at a time.

Required inputs:

  • •Regions: Target countries/regions
  • •ICP: Industries + company sizes
  • •Personas: Job functions + seniority levels (1-3 personas)
  • •Primary conversion goal: Demo, trial, assessment, content download
  • •Key site pages: Pricing URL, demo URL, content hub URL

Technical inputs (for tracking setup):

  • •GTM installed? Yes/No
  • •GA4 set up? Yes/No
  • •CRM: HubSpot/Salesforce/Other/None
  • •Insight Tag status: Active/Not installed/Unknown

Step 4: Generate Campaign Plan

Campaign Architecture

Use hierarchy: Account → Campaign Group → Campaign → Ads

Standard campaign groups:

  1. •TOFU – Awareness
  2. •MOFU – Consideration
  3. •BOFU – Conversion
  4. •(Optional) ABM – Target Accounts

Campaign Structure Rules

  • •1 objective per campaign
  • •1 audience per campaign
  • •2-5 ads per campaign
  • •Never mix cold + retargeting
  • •Never mix different personas

Naming Convention

[Stage]_[Objective]_[Persona]_[Region]_[Offer]_[Format]_[MMYY]

Example: MOFU_LeadGen_MktOps_EU_CaseStudy_Carousel_0126

Audience Definitions

See references/audience-targeting.md for:

  • •Cold audience stacks
  • •ABM setup (account + contact lists)
  • •Retargeting segments
  • •Required exclusions

Budget Allocation

See references/budget-bidding.md for:

  • •Budget allocation by funnel stage
  • •Minimum viability thresholds
  • •Format recommendations by budget
  • •Bidding strategy selection

Step 5: Generate Tracking Setup

See references/tracking-attribution.md for:

  • •UTM standard
  • •Conversion event setup
  • •QA checklist
  • •Attribution window recommendations

Step 6: Save Output

Save files to the root linkedin-ads folder (account-level documents):

code
/work/linkedin-ads/
├── campaign-plan.md      # Account structure
├── tracking-setup.md     # Tracking config
└── [topic]-[funnel]/     # Creative work (from /linkedin-ads-creative)

Campaign Plan Output Format

markdown
# LinkedIn Campaign Plan

**Last Updated:** [Date]
**Monthly Budget:** €[amount]
**Regions:** [regions]

---

## Campaign Groups

### 1. TOFU – Awareness
[Objective, KPIs, role]

### 2. MOFU – Consideration
[Objective, KPIs, role]

### 3. BOFU – Conversion
[Objective, KPIs, role]

---

## Campaigns

### Campaign 1: [Name]
- **Group:** [TOFU/MOFU/BOFU]
- **Objective:** [LinkedIn objective]
- **Audience:** [Definition]
- **Exclusions:** [List]
- **Budget:** €[amount]/month
- **Bidding:** [Manual CPC / Automated]
- **Formats:** [Recommended]

[Repeat for each campaign]

---

## Audience Definitions

### Cold Audiences
[Targeting stack for each persona]

### Retargeting Audiences
- All site visitors (90d)
- High-intent pages (30d): [URLs]
- Video viewers (25%+)
- Ad engagers

### Exclusions (Apply to All)
- Employees
- Existing customers
- Recent converters (thank-you page visitors)

---

## Budget Allocation

| Stage | % of Budget | €/Month |
|-------|-------------|---------|
| TOFU | X% | €X |
| MOFU | X% | €X |
| BOFU | X% | €X |
| Retargeting | X% | €X |

[Budget warnings if applicable]

---

## Bidding Strategy

- **Starting approach:** [Manual CPC / Automated]
- **When to switch:** [Conditions]
- **Optimization cadence:** Weekly

---

## Next Steps

1. [ ] Set up Insight Tag (if needed)
2. [ ] Create conversion events
3. [ ] Build audiences in Campaign Manager
4. [ ] Create campaigns
5. [ ] Use `/linkedin-ads-creative` for copy and creative

Tracking Setup Output Format

markdown
# LinkedIn Tracking Setup

**Last Updated:** [Date]

---

## UTM Standard

| Parameter | Value |
|-----------|-------|
| utm_source | linkedin |
| utm_medium | paid_social |
| utm_campaign | [campaign_name] |
| utm_content | [ad_name_or_variant] |
| utm_term | [audience_or_persona] (optional) |

### UTM Templates

**TOFU:**
`?utm_source=linkedin&utm_medium=paid_social&utm_campaign=tofu_[offer]&utm_content=[ad_variant]`

**MOFU:**
`?utm_source=linkedin&utm_medium=paid_social&utm_campaign=mofu_[offer]&utm_content=[ad_variant]`

**BOFU:**
`?utm_source=linkedin&utm_medium=paid_social&utm_campaign=bofu_[offer]&utm_content=[ad_variant]`

---

## Conversion Events

| Event Name | Type | Trigger |
|------------|------|---------|
| Demo Request | URL | /demo-thank-you |
| Trial Signup | URL | /trial-thank-you |
| [Other] | [URL/Event] | [Trigger] |

**Attribution Window:** 30-day click, 7-day view (adjust for sales cycle)

---

## QA Checklist

### Before Launch
- [ ] Insight Tag status: Active
- [ ] Conversion events firing correctly
- [ ] UTMs on all destination URLs
- [ ] GA4 receiving events
- [ ] CRM capturing source/campaign
- [ ] Thank-you pages unique per conversion
- [ ] Exclusion audiences created

### Weekly Check
- [ ] Spend pacing on track
- [ ] CTR within benchmarks
- [ ] Landing page view rate healthy
- [ ] Conversions firing
- [ ] CPA within target

---

## Reporting Notes

- **LinkedIn:** Reports last-touch within window (includes view-through)
- **GA4:** Reports last non-direct click (no view-through)
- **CRM:** Ultimate judge of lead quality

These won't match 1:1. Use CRM pipeline as source of truth for quality.

Reference Files