claude-office-skills Facebook/Meta Ads
Comprehensive skill for automating Facebook and Instagram advertising.
Core Workflows
1. Campaign Structure
META ADS HIERARCHY:
┌─────────────────────────────────────────────────────────┐
│ 🎯 CAMPAIGN (Objective) │
│ Goal: Conversions, Traffic, Awareness, etc. │
├─────────────────────────────────────────────────────────┤
│ ├── 📊 AD SET 1 (Audience + Budget) │
│ │ ├── Audience: Lookalike 1% │
│ │ ├── Budget: $50/day │
│ │ ├── Placement: Feed + Stories │
│ │ │ │
│ │ ├── 📝 Ad 1: Image + Copy A │
│ │ ├── 📝 Ad 2: Video + Copy A │
│ │ └── 📝 Ad 3: Carousel + Copy B │
│ │ │
│ └── 📊 AD SET 2 (Different Audience) │
│ ├── Audience: Interest Targeting │
│ ├── Budget: $30/day │
│ │ │
│ ├── 📝 Ad 4: Image + Copy A │
│ └── 📝 Ad 5: Video + Copy B │
└─────────────────────────────────────────────────────────┘
2. Campaign Objectives
campaign_objectives:
awareness:
- brand_awareness
- reach
consideration:
- traffic
- engagement
- app_installs
- video_views
- lead_generation
- messages
conversion:
- conversions
- catalog_sales
- store_traffic
Audience Targeting
Custom Audiences
custom_audiences:
website_visitors:
source: pixel
rules:
- event: ViewContent
retention_days: 30
email_list:
source: customer_file
file: "customers.csv"
mapping:
- email
- phone
- first_name
- last_name
video_viewers:
source: engagement
video_id: "123456"
watched_percentage: 75
retention_days: 365
page_engagers:
source: page
actions:
- liked_page
- commented
- shared
retention_days: 90
Lookalike Audiences
lookalike_audiences:
- name: "High Value Lookalike 1%"
source: purchasers_180d
country: "US"
percentage: 1
- name: "Leads Lookalike 2%"
source: lead_form_submitters
country: "US"
percentage: 2
- name: "Engagers Lookalike 3%"
source: page_engagers
country: ["US", "CA", "UK"]
percentage: 3
Interest Targeting
interest_targeting:
detailed_targeting:
interests:
- "Online shopping"
- "E-commerce"
- "Fashion"
behaviors:
- "Engaged shoppers"
- "Online buyers"
demographics:
age: [25, 54]
gender: all
exclusions:
custom_audiences:
- existing_customers
interests:
- competitors
Ad Creative
Ad Formats
ad_formats:
single_image:
image_specs:
ratio: "1:1"
size: "1080x1080"
format: ["jpg", "png"]
text:
primary: 125 chars
headline: 40 chars
description: 30 chars
video:
specs:
ratio: ["1:1", "4:5", "9:16"]
duration: "15-60 seconds"
format: ["mp4", "mov"]
text:
primary: 125 chars
headline: 40 chars
carousel:
cards: [2, 10]
specs:
ratio: "1:1"
size: "1080x1080"
features:
- swipeable
- deep_links
collection:
cover: video_or_image
products: 4
instant_experience: required
Creative Testing
creative_testing:
strategy: dynamic_creative
assets:
images:
- "lifestyle_1.jpg"
- "product_1.jpg"
- "ugc_1.jpg"
videos:
- "hero_15s.mp4"
- "testimonial_30s.mp4"
headlines:
- "Shop the Sale"
- "Limited Time Offer"
- "Free Shipping Today"
primary_text:
- "Discover our best-selling products..."
- "Join thousands of happy customers..."
cta:
- SHOP_NOW
- LEARN_MORE
- GET_OFFER
optimization:
goal: conversions
auto_optimize: true
Budget & Bidding
Budget Strategies
budget_config:
campaign_budget_optimization:
enabled: true
daily_budget: 200
ad_set_budgets:
- ad_set: "prospecting"
allocation: 60%
- ad_set: "retargeting"
allocation: 40%
bid_strategy:
type: lowest_cost # or cost_cap, bid_cap
scheduling:
start_time: "2024-01-15T00:00:00"
end_time: "2024-01-31T23:59:59"
dayparting:
enabled: true
hours: [8, 22] # 8 AM - 10 PM
Automated Rules
automated_rules:
- name: "Pause Low Performers"
conditions:
- metric: cpa
operator: greater_than
value: 50
- metric: spend
operator: greater_than
value: 100
action:
type: pause_ad
notification: email
- name: "Scale Winners"
conditions:
- metric: roas
operator: greater_than
value: 3
- metric: impressions
operator: greater_than
value: 1000
action:
type: increase_budget
value: 20%
max_budget: 500
- name: "Ad Fatigue Alert"
conditions:
- metric: frequency
operator: greater_than
value: 3
action:
type: notification
channel: slack
Pixel & Tracking
Pixel Events
pixel_events:
standard_events:
- PageView
- ViewContent
- AddToCart
- InitiateCheckout
- Purchase
- Lead
- CompleteRegistration
custom_events:
- name: "ProductViewed"
parameters:
content_ids: ["SKU123"]
content_type: "product"
value: 29.99
currency: "USD"
conversions_api:
enabled: true
events:
- Purchase
- Lead
deduplication: true
Attribution Settings
attribution:
window:
click: 7_days
view: 1_day
model: data_driven # or last_touch
conversion_events:
- name: "Purchase"
value_optimization: true
- name: "Lead"
value_optimization: false
Analytics Dashboard
META ADS PERFORMANCE - LAST 7 DAYS
═══════════════════════════════════════
SPEND: $2,450
RESULTS: 156 purchases
CPA: $15.70
ROAS: 4.2x
BY CAMPAIGN:
┌────────────────────┬─────────┬────────┬───────┐
│ Campaign │ Spend │ Conv. │ ROAS │
├────────────────────┼─────────┼────────┼───────┤
│ Prospecting - LAL │ $1,200 │ 68 │ 3.8x │
│ Retargeting - Cart │ $450 │ 52 │ 6.2x │
│ Retargeting - View │ $350 │ 24 │ 4.5x │
│ Brand Awareness │ $450 │ 12 │ 2.1x │
└────────────────────┴─────────┴────────┴───────┘
BY PLACEMENT:
Feed ████████████████ 62%
Stories ████████░░░░░░░░ 24%
Reels ████░░░░░░░░░░░░ 10%
Audience Net ██░░░░░░░░░░░░░░ 4%
TOP CREATIVE:
1. Video testimonial: 4.8x ROAS
2. Carousel product: 4.2x ROAS
3. Static lifestyle: 3.5x ROAS
API Examples
Create Campaign
// Create Campaign
const campaign = await fb.api('/act_123/campaigns', 'POST', {
name: 'Q1 Prospecting',
objective: 'CONVERSIONS',
status: 'PAUSED',
special_ad_categories: []
});
// Create Ad Set
const adSet = await fb.api('/act_123/adsets', 'POST', {
name: 'LAL 1% - US',
campaign_id: campaign.id,
optimization_goal: 'OFFSITE_CONVERSIONS',
billing_event: 'IMPRESSIONS',
bid_strategy: 'LOWEST_COST_WITHOUT_CAP',
daily_budget: 5000, // cents
targeting: {
geo_locations: { countries: ['US'] },
custom_audiences: [{ id: 'lookalike_id' }]
},
promoted_object: {
pixel_id: 'pixel_123',
custom_event_type: 'PURCHASE'
}
});
// Create Ad
const ad = await fb.api('/act_123/ads', 'POST', {
name: 'Video Ad - Copy A',
adset_id: adSet.id,
creative: {
creative_id: 'creative_123'
},
status: 'PAUSED'
});
Best Practices
- Test Audiences: Start broad, then refine
- Creative Diversity: Test multiple formats
- Pixel Accuracy: Verify tracking setup
- Budget Allocation: 70% prospecting, 30% retargeting
- Frequency Cap: Watch for ad fatigue
- Mobile First: Design for mobile experience
- A/B Testing: Systematic creative tests
- Attribution: Understand your customer journey