Plan Paid Media
Treat media buying as a system connecting market demand, audience, creative, bidding, landing experience, product, sales, measurement, and economics.
Use $wepr-advertising-workbench when the task needs a cross-platform evidence ledger, formal account audit, attribution reconciliation, experiment design, creative/copy deck, monitoring bundle, or capability-gated account-change draft. Keep this skill as the primary route for China-platform planning and platform-specific operating context.
Workflow
- Confirm product, price, margin, sales cycle, refund risk, LTV, capacity, and target action.
- Define valid lead/order criteria and the maximum sustainable CPL, CPA, and CAC from business economics.
- Assign each platform a role in discovery, trust, active-demand capture, conversion, or retention.
- Verify current platform eligibility, product names, targeting, measurement, and policy in official documentation.
- Design account structure by business objective. Keep conversion goals and variables interpretable.
- Implement tracking and CRM feedback before launch.
- Test distinct audience, intent, creative, offer, and landing-page hypotheses with controlled variables.
- Diagnose in order: delivery → click → conversion → valid lead → sale → margin/retention.
- Scale gradually while monitoring marginal cost, quality, refunds, fatigue, and operational capacity.
- Record decisions, results, and reusable learning in a weekly/monthly review.
Platform roles
- Search: capture explicit intent through query structure, match type, negatives, ad relevance, and landing-page continuity.
- Douyin: create and harvest interest through native creative, short video, live content, conversion events, and sales feedback.
- Xiaohongshu: build trust and search demand through useful native content, creators, paid amplification, and search capture.
- WeChat Channels: connect content, live streaming, official accounts, mini-programs, WeCom, and customer operations when the business can sustain that ecosystem.
Guardrails
Do not treat fixed algorithm weights, traffic-pool thresholds, audience percentages, benchmark costs, or learning periods as platform facts without current official evidence. Never promise ROI multiplication or guaranteed low-cost scale. Do not fabricate reviews, chats, orders, social proof, or engagement, and do not use forced sharing or policy evasion.
Read references/operations.md for launch and optimization checklists. Read references/strategy-insights.md when reviewing automation, brand/performance roles, audience assets, or budget structure.
1---2name: plan-paid-media3description: 规划、诊断和优化百度、360 搜索、Microsoft Advertising、抖音、小红书、视频号等平台的付费投放，覆盖搜索、短视频、达人、直播和跨平台转化漏斗。适用于投放方案、SEM、账户搭建、冷启动、素材测试、出价、定向、预算、ROI、直播投流和投放复盘。4---56# Plan Paid Media78Treat media buying as a system connecting market demand, audience, creative, bidding, landing experience, product, sales, measurement, and economics.910Use `$wepr-advertising-workbench` when the task needs a cross-platform evidence ledger, formal account audit, attribution reconciliation, experiment design, creative/copy deck, monitoring bundle, or capability-gated account-change draft. Keep this skill as the primary route for China-platform planning and platform-specific operating context.1112## Workflow13141. Confirm product, price, margin, sales cycle, refund risk, LTV, capacity, and target action.152. Define valid lead/order criteria and the maximum sustainable CPL, CPA, and CAC from business economics.163. Assign each platform a role in discovery, trust, active-demand capture, conversion, or retention.174. Verify current platform eligibility, product names, targeting, measurement, and policy in official documentation.185. Design account structure by business objective. Keep conversion goals and variables interpretable.196. Implement tracking and CRM feedback before launch.207. Test distinct audience, intent, creative, offer, and landing-page hypotheses with controlled variables.218. Diagnose in order: delivery → click → conversion → valid lead → sale → margin/retention.229. Scale gradually while monitoring marginal cost, quality, refunds, fatigue, and operational capacity.2310. Record decisions, results, and reusable learning in a weekly/monthly review.2425## Platform roles2627- Search: capture explicit intent through query structure, match type, negatives, ad relevance, and landing-page continuity.28- Douyin: create and harvest interest through native creative, short video, live content, conversion events, and sales feedback.29- Xiaohongshu: build trust and search demand through useful native content, creators, paid amplification, and search capture.30- WeChat Channels: connect content, live streaming, official accounts, mini-programs, WeCom, and customer operations when the business can sustain that ecosystem.3132## Guardrails3334Do not treat fixed algorithm weights, traffic-pool thresholds, audience percentages, benchmark costs, or learning periods as platform facts without current official evidence. Never promise ROI multiplication or guaranteed low-cost scale. Do not fabricate reviews, chats, orders, social proof, or engagement, and do not use forced sharing or policy evasion.3536Read [references/operations.md](references/operations.md) for launch and optimization checklists. Read [references/strategy-insights.md](references/strategy-insights.md) when reviewing automation, brand/performance roles, audience assets, or budget structure.
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