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skills/campaign-architecture/SKILL.md

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+---
+name: campaign-architecture
+description: Use when structuring paid media campaigns/ad sets to balance testing,
+  delivery, and optimization constraints.
+---
+
+# Campaign Architecture Patterns Skill
+
+## When to Use
+- Designing new campaigns across multiple platforms.
+- Reorganizing accounts bloated with overlapping audiences or learning-phase resets.
+- Planning test cells to isolate variables (audience, creative, bidding).
+
+## Framework
+1. **Objective Alignment** – match campaign objective to business KPIs + conversion events.
+2. **Hierarchical Testing** – campaign = goal, ad set = audience/bid, ad = creative variant.
+3. **Budget Strategy** – CBO vs ABO, pacing guardrails, flighting.
+4. **Signal Quality** – ensure each ad set receives enough conversions/week.
+5. **Lifecycle Coverage** – separate prospecting, retargeting, and customer expansion streams.
+
+## Templates
+- Naming convention guide (Channel_CampaignGoal_Audience_TestID).
+- Funnel coverage matrix (stage vs channel vs messaging).
+- Test design brief (variable, hypothesis, metric, sample size, duration).
+
+## Tips
+- Limit active tests to preserve learning phase stability.
+- Centralize exclusions (existing customers, employees, low-LTV segments).
+- Archive underperforming structures monthly to maintain account health.
+
+---