Performance Marketing Knowledge Modules

Display advertising and programmatic buying across Google Display Network (GDN), DV360, and third-party DSPs. Covers targeting taxonomy, campaign setup, retargeting strategies, frequency management, viewability, brand safety, and optimization. Designed for agents managing upper-funnel awareness and mid-funnel retargeting through display channels. Programmatic campaigns follow a similar hierarchy to search/social but add supply-side concepts:

Performance marketing email sequences — automated emails triggered by ad-driven conversions, form submissions, and behavioral events. Covers welcome sequences, abandoned cart recovery, lead nurture, post-purchase, and re-engagement. Scoped to performance email only (sequences that directly support paid acquisition ROI), not general CRM/lifecycle email. This module is platform-agnostic. It works with any ESP (Klaviyo, HubSpot, Mailchimp, ActiveCampaign, Customer.io). Account-specific details come from media-context.md. Email sequences follow a trigger → sequence → branch architecture: Cadence by business model:

Conversion rate optimization for performance marketing landing pages. Covers message match, page structure, A/B testing, friction analysis, form optimization, and page speed. The bridge between ad spend and conversions — a 10% improvement here multiplies the ROI of every upstream dollar. This module focuses on landing pages for paid traffic — pages that receive visitors from ads and must convert them on a specific action. It complements the writing skill pack's copywriting module with performance-specific optimization.

Measurement, attribution, and optimization frameworks for performance marketing. Covers conversion tracking setup, attribution models, incrementality testing, budget allocation, campaign auditing, and dashboard design. The measurement backbone that all other marketing modules depend on. Marketing analytics operates across three layers: Each layer has distinct concerns. A mistake in collection propagates through everything downstream. Tracking hierarchy (install in this order):

Campaign management for Google Ads and Microsoft Ads search campaigns. Covers campaign structure, keyword strategy, match types, ad copy (RSA), Quality Score, bidding strategies, negative keywords, and ongoing optimization. Designed for agents that build, audit, and optimize search campaigns autonomously. This module is account-agnostic. Account-specific details (budgets, products, audiences) come from the media-context.md file provided at runtime. Search campaigns follow a strict hierarchy: Each level has one job:

Campaign management for Meta Ads (Facebook/Instagram), LinkedIn Ads, and TikTok Ads. Covers campaign architecture, audience strategy, creative testing, ad copywriting, bidding, and optimization. Designed for agents that plan, build, and optimize paid social campaigns autonomously. This module is platform-agnostic within social. Platform-specific specs and constraints are in references/platform-specs.md. Account-specific details come from media-context.md. All major social ad platforms share a three-level hierarchy: Percentage and performance (Meta, directional benchmarks): Seed quality hierarchy (most to least effective):