ads-audit（广告审核）

Ads Audit System

Purpose: Audit and optimize existing ad campaigns across all major platforms.

This skill focuses exclusively on performance analysis and optimization recommendations - not campaign planning or strategy (use /marketing-campaign for that).

Marketing OS Workflow Position

brand-voice → content-brief → content-planning → content-creation
                                          ↓
                                        marketing-campaign
                                          ↓
                                          ads-audit

This skill is LAST - Audit and optimize existing campaigns after they've been planned and launched.

Input from:

• /marketing-campaign - Campaign structure, KPIs, and benchmarks to compare against
• /content-creation - Creative quality reference for ad audit

Output for:

• Optimization recommendations (loop back to campaign planning or content creation)

Command Reference

Universal Audit Workflow

All commands follow this core structure. See rules/workflow.md for detailed step-by-step procedure.

1. Data Collection

• Campaign structure and objectives
• Key metrics (spend, impressions, CTR, CPC, CPA, ROAS)
• Targeting parameters
• Creative inventory
• Time period analyzed

2. Performance Analysis

Compare against platform benchmarks (see references/benchmarks.md):

• CTR vs. channel average
• CPA vs. target
• ROAS vs. goal
• Frequency vs. fatigue threshold

3. Issue Identification

Systematic diagnosis across:

• Creative (fatigue, format, quality)
• Targeting (audience, exclusions, overlap)
• Budget/Bidding (strategy, caps, pacing)
• Technical (tracking, landing pages)

For detailed diagnosis process: See rules/diagnosis.md

4. Recommendations

Prioritized action plan with:

For priority framework: See rules/priority.md

• Quick wins (immediate actions)
• A/B test ideas (see references/testing.md)
• Long-term improvements

5. Output Format

# [Platform] Ads Audit Report

## Executive Summary
- Overall Score: X/10
- Key Finding: [Top insight]
- Quick Impact: [Estimated improvement potential]

## Performance vs Benchmarks
| Metric | Actual | Benchmark | Gap |
|--------|--------|-----------|-----|
| CTR | X% | X% | X% |

## Issues Found (Priority Order)
### 🔴 Critical
1. [Issue] - Impact: High - Action: [Immediate step]

### 🟡 Moderate
1. [Issue] - Impact: Medium - Action: [Plan fix]

## Action Items
- [ ] [Action 1] - This week
- [ ] [Action 2] - This week
- [ ] [Test idea] - Next sprint

Platform-Specific Commands

/ads google

Analyze: Search, Performance Max, Display, YouTube, Demand Gen

Key Metrics:

• Quality Score (search)
• Impression Share
• Search Terms (negative opportunities)
• Asset performance (PMax)
• View rate (YouTube)

Google-Specific Resources: references/google.md

/ads meta

Analyze: Facebook, Instagram, Messenger, Advantage+ Shopping

Key Metrics:

• Relevance Score / Quality Ranking
• Delivery Category
• Frequency
• CTR per placement
• Pixel vs CAPI comparison

Meta-Specific Resources: references/meta.md

/ads youtube

Analyze: Skippable in-stream, Non-skippable, Bumpers, Shorts, Discovery

Key Metrics:

• View rate (25%, 50%, 75%, 100%)
• CPV efficiency
• Audio/creative variations
• Audience retention graphs

YouTube-Specific Resources: references/youtube.md

/ads linkedin

Analyze: Sponsored content, Message ads, Lead gen forms, Text ads

Key Metrics:

• Engagement rate
• Cost per send (message ads)
• Lead form completion rate
• Job title/industry performance

LinkedIn-Specific Resources: references/linkedin.md

/ads tiktok

Analyze: In-feed ads, Spark ads, TopView, Brand takeover

Key Metrics:

• Video completion rate
• 2s/6s VTR
• TikTok pixel events
• Creative diversity score

TikTok-Specific Resources: references/tiktok.md

/ads microsoft

Analyze: Search ads, Audience ads, Shopping, Import from Google

Key Metrics:

• Quality Score
• Import match rate
• Audience expansion performance
• Copilot bid suggestions

Microsoft-Specific Resources: references/microsoft.md

/ads creative

Cross-platform creative audit covering:

• Visual quality and format compliance
• Copy effectiveness (hook, CTA, clarity)
• Ad fatigue indicators
• A/B test coverage
• Creative diversity score

Creative Framework: references/creative.md

/ads landing

Landing page audit covering:

• Load time and Core Web Vitals
• Mobile optimization
• CTA clarity and placement
• Form optimization
• Trust signals and social proof
• Technical SEO basics

Landing Page Framework: references/landing.md

/ads budget

Budget and bidding audit covering:

• Budget allocation efficiency
• Bid strategy appropriateness
• Learning phase completion
• Dayparting opportunities
• Seasonal pacing
• Cross-channel budget balance

Budget Framework: references/budget.md

Resources

• references/benchmarks.md - Industry KPI benchmarks by platform
• references/testing.md - A/B testing frameworks
• references/checklist.md - Complete audit checklist
• references/google.md - Google Ads specific guide
• references/meta.md - Meta Ads specific guide
• references/youtube.md - YouTube Ads specific guide
• references/linkedin.md - LinkedIn Ads specific guide
• references/tiktok.md - TikTok Ads specific guide
• references/microsoft.md - Microsoft Ads specific guide
• references/creative.md - Creative audit framework
• references/landing.md - Landing page audit framework
• references/budget.md - Budget & bidding framework

Integration with Marketing OS Workflow

Input from:

• /marketing-campaign - Campaign structure, KPIs, and benchmarks to compare against
• /content-creation - Creative quality reference for ad audit

Output for:

• Optimization recommendations (loop back to campaign planning or content creation)
• Performance insights that inform future briefs

When to Use:

• After campaigns have been running for 1-2 weeks
• When performance is below expectations
• As part of ongoing optimization (weekly/bi-weekly)
• Before scaling budget

Note: This skill can be used independently - you don't need to go through the full workflow to audit ads. Just provide campaign data and metrics.