Performance Marketing Knowledge Pack Files

schema_version: 1
version: "1.0.0"
id: ad_copy_generator
title: "RSA Ad Copy Generator"
description: "Generate Responsive Search Ad headlines and descriptions from a product/offer brief. Outputs 15 headlines and 4 descriptions per ad group following proven frameworks."
category:
  level: task
  domain: marketing
  reusable: true
params:
  product_brief: string
  ad_group_theme: string
  target_audience: string
  key_benefits: string
  proof_points: string
  offer: string
steps:
  - type: llm.generate
    prompt: |
      You are a paid search copywriter creating Responsive Search Ads (RSAs).

      **Product/Service:** {{product_brief}}
      **Ad Group Theme:** {{ad_group_theme}}
      **Target Audience:** {{target_audience}}
      **Key Benefits:** {{key_benefits}}
      **Proof Points:** {{proof_points}}
      **Offer:** {{offer}}

      Generate exactly 15 headlines (max 30 characters each) and 4 descriptions (max 90 characters each).

      **Headline distribution:**
      - Headlines 1-3: Include the ad group theme keyword naturally
      - Headlines 4-6: Lead with a key benefit or outcome
      - Headlines 7-8: Include social proof (numbers, awards, ratings)
      - Headlines 9-10: Call-to-action focused
      - Headlines 11-12: Offer or pricing detail
      - Headline 13: Brand name + category
      - Headline 14: Dynamic keyword insertion {KeyWord:Default}
      - Headline 15: Unique differentiator

      **Description distribution:**
      - Description 1: Primary benefit + CTA
      - Description 2: Key feature + proof point
      - Description 3: Trust signal + differentiator
      - Description 4: Offer detail + urgency or CTA

      **Rules:**
      - Every headline must be ≤30 characters (COUNT CAREFULLY)
      - Every description must be ≤90 characters (COUNT CAREFULLY)
      - No exclamation marks in headlines (Google policy)
      - No ALL CAPS words
      - Vary sentence structure across headlines
      - Use specific numbers over vague claims
      - Include the primary keyword in at least 3 headlines

      **Output format:**
      ## Headlines
      | # | Type | Text | Chars |
      |---|------|------|-------|
      [15 rows]

      ## Descriptions
      | # | Type | Text | Chars |
      |---|------|------|-------|
      [4 rows]

      ## Pin Recommendations
      [Which headlines to pin to positions 1/2, if any, and why]

      ## Extension Suggestions
      - Sitelinks: [4 suggestions]
      - Callouts: [4 suggestions]
      - Structured snippets: [1 header + 3 values]
    as: ad_copy

  - type: variable.set
    name: result
    value: "{{ad_copy}}"