{"id":13306,"plugin_id":"plugin_asdk_app_698a0208e7d881919cc8d52147cb0331","kind":"skill","collection_source":null,"comparison_source":null,"observed_at":"2026-09-30T23:07:18.298Z","digest":"d30e44727bf9d3390a3f24b5784326c0f132b54404348cadca91266567f1f58e","against":null,"payload":{"description":"This skill should be used when the user asks to \"choose an advertising platform\", \"compare Meta vs Google vs LinkedIn\", \"plan a media mix\", mentions \"which channel should I use\", \"budget allocation across platforms\", or \"best platform for my audience\". Do NOT use for: cross-platform attribution issues (use attribution-reconciler), audience persona creation (use buyer-persona-framework), or market sizing for budget justification (use market-sizing-guide).","included_files":[],"name":"channel-selection-framework","skill_md_contents":"---\nname: channel-selection-framework\ndescription: \"This skill should be used when the user asks to \\\"choose an advertising platform\\\", \\\"compare Meta vs Google vs LinkedIn\\\", \\\"plan a media mix\\\", mentions \\\"which channel should I use\\\", \\\"budget allocation across platforms\\\", or \\\"best platform for my audience\\\". Do NOT use for: cross-platform attribution issues (use attribution-reconciler), audience persona creation (use buyer-persona-framework), or market sizing for budget justification (use market-sizing-guide).\"\n---\n# Channel Selection Framework for Advertising\n\n## Purpose\n\nEnable agencies and advertisers to make data-driven decisions about which advertising channels to use for specific campaigns. Move from intuition-based channel selection to systematic, objective-matched decisions.\n\n## When to Use This Skill\n\nInvoke when user mentions:\n- **Channel selection:** \"Which platform should I use?\"\n- **Platform comparison:** \"Meta vs Google Ads\"\n- **Media mix:** \"How should I split budget across channels?\"\n- **New campaign planning:** \"Starting a new campaign, where should I advertise?\"\n- **Channel fit:** \"Is TikTok right for my audience?\"\n- **Budget decisions:** \"How much do I need for LinkedIn?\"\n- **Funnel stage:** \"Best platform for awareness/conversion?\"\n\n---\n\n## Part 1: Channel Selection Decision Tree\n\n### Quick Decision Framework\n\n```\nSTART: What is your PRIMARY objective?\n│\n├─► AWARENESS (Reach, Brand Recognition)\n│   │\n│   ├─► Budget > €5,000/month?\n│   │   ├─► YES: Meta + TikTok + YouTube\n│   │   └─► NO: Meta (best reach per €)\n│   │\n│   └─► Target Audience?\n│       ├─► 18-34: TikTok primary, Meta secondary\n│       ├─► 35-54: Meta primary, YouTube secondary\n│       └─► 55+: Meta primary, Google Display secondary\n│\n├─► CONSIDERATION (Engagement, Traffic, Interest)\n│   │\n│   ├─► B2B or B2C?\n│   │   ├─► B2B: LinkedIn + Google Search + Meta\n│   │   └─► B2C: Meta + TikTok + Google Display\n│   │\n│   └─► Content Type?\n│       ├─► Video: TikTok, YouTube, Meta\n│       ├─► Written: LinkedIn, Google\n│       └─► Visual: Meta, Pinterest\n│\n├─► CONVERSION (Sales, Leads, Signups)\n│   │\n│   ├─► Product Type?\n│   │   ├─► E-commerce: Google Shopping + Meta + TikTok Shop\n│   │   ├─► SaaS/B2B: Google Search + LinkedIn + Meta\n│   │   ├─► Local Service: Google Local + Meta\n│   │   └─► App: Meta App + TikTok + Google App\n│   │\n│   └─► Sales Cycle?\n│       ├─► Impulse (<24h): Google Search + Meta retargeting\n│       ├─► Short (1-7 days): Meta + Google\n│       ├─► Medium (7-30 days): Full multi-touch\n│       └─► Long (30+ days): LinkedIn + Content + Retargeting\n│\n└─► FULL FUNNEL (Brand + Performance)\n    │\n    └─► Budget Level?\n        ├─► <€5k/mo: Pick ONE platform, full funnel within it\n        ├─► €5-15k/mo: 2 platforms, complementary roles\n        ├─► €15-50k/mo: 3 platforms, defined roles per funnel stage\n        └─► €50k+/mo: 4+ platforms, sophisticated attribution\n```\n\n---\n\n## Part 2: Platform Strengths & Weaknesses Matrix\n\n### Comprehensive Platform Comparison\n\n| Dimension | Meta (FB/IG) | Google Search | Google Display | LinkedIn | TikTok | YouTube |\n|-----------|-------------|---------------|----------------|----------|--------|---------|\n| **Awareness** | ⭐⭐⭐⭐⭐ | ⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ |\n| **Consideration** | ⭐⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐⭐ |\n| **Conversion** | ⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐ | ⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐⭐ |\n| **B2B Targeting** | ⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐ | ⭐⭐⭐ |\n| **B2C Targeting** | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐ |\n| **Reach Efficiency** | ⭐⭐⭐⭐⭐ | ⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐ |\n| **Cost Efficiency** | ⭐⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐⭐ |\n| **Targeting Precision** | ⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐⭐ |\n| **Creative Flexibility** | ⭐⭐⭐⭐⭐ | ⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ |\n| **Attribution Clarity** | ⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐⭐⭐ |\n| **Ease of Management** | ⭐⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐⭐ |\n| **Learning Curve** | Medium | High | Medium | Medium | Low | Medium |\n\n### Platform Strengths Summary\n\n**Meta (Facebook/Instagram):**\n- ✅ Largest addressable audience\n- ✅ Best lookalike audiences\n- ✅ Strong visual/video formats\n- ✅ Excellent retargeting\n- ❌ Privacy changes impacting targeting\n- ❌ Creative fatigue (10-14 day cycle)\n- 💰 Minimum viable: €1,000/month\n\n**Google Search:**\n- ✅ Highest purchase intent\n- ✅ Best attribution clarity\n- ✅ Keyword-level control\n- ✅ Works for all industries\n- ❌ Limited creative options\n- ❌ Can be expensive in competitive verticals\n- 💰 Minimum viable: €500/month\n\n**LinkedIn:**\n- ✅ Best B2B targeting (job title, company, industry)\n- ✅ Professional context\n- ✅ Lead Gen Forms (high conversion)\n- ❌ Highest CPCs/CPMs\n- ❌ Smaller audiences\n- ❌ Limited to professional content\n- 💰 Minimum viable: €2,000/month\n\n**TikTok:**\n- ✅ Lowest CPMs, great reach\n- ✅ Viral potential\n- ✅ Strong Gen Z/Millennial reach\n- ✅ TikTok Shop integration\n- ❌ Fastest creative fatigue (4-7 days)\n- ❌ Requires native content style\n- ❌ Less suited for B2B/older demos\n- 💰 Minimum viable: €1,000/month\n\n**YouTube:**\n- ✅ Video storytelling\n- ✅ Brand safety controls\n- ✅ Connected TV reach\n- ✅ Google ecosystem integration\n- ❌ Requires video production\n- ❌ Higher production costs\n- 💰 Minimum viable: €1,500/month\n\n---\n\n## Part 3: Audience Fit Analysis by Platform\n\n### Demographic Fit Matrix\n\n| Age Group | Meta | Google | LinkedIn | TikTok | YouTube |\n|-----------|------|--------|----------|--------|---------|\n| 13-17 | ⭐⭐ | ⭐⭐ | ❌ | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐ |\n| 18-24 | ⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐ |\n| 25-34 | ⭐⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐⭐ |\n| 35-44 | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐⭐⭐ |\n| 45-54 | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐ | ⭐⭐⭐⭐ |\n| 55-64 | ⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐⭐ | ⭐ | ⭐⭐⭐ |\n| 65+ | ⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐ | ❌ | ⭐⭐⭐ |\n\n### Audience Type Recommendations\n\n| Audience Type | Primary Channel | Secondary | Avoid |\n|---------------|-----------------|-----------|-------|\n| **Gen Z consumers** | TikTok | Meta (IG) | LinkedIn |\n| **Millennials** | Meta | TikTok, YouTube | - |\n| **Gen X** | Meta | Google, LinkedIn | TikTok |\n| **Baby Boomers** | Google | Meta | TikTok |\n| **B2B Decision Makers** | LinkedIn | Google Search | TikTok |\n| **C-Suite** | LinkedIn | Google | TikTok |\n| **Small Business Owners** | Meta | Google | - |\n| **Tech Professionals** | LinkedIn | Google | - |\n| **Healthcare** | Google | LinkedIn | TikTok |\n| **Finance** | LinkedIn | Google | TikTok |\n| **E-commerce shoppers** | Meta | Google Shopping | LinkedIn |\n| **App users** | TikTok | Meta | LinkedIn |\n| **Local customers** | Google Local | Meta | LinkedIn |\n\n### Industry-Specific Channel Recommendations\n\n| Industry | Primary | Secondary | Notes |\n|----------|---------|-----------|-------|\n| **E-commerce/DTC** | Meta, Google Shopping | TikTok | Visual products thrive on Meta/TikTok |\n| **SaaS B2B** | LinkedIn, Google Search | Meta retargeting | Long sales cycle, professional targeting |\n| **SaaS B2C** | Meta, Google | TikTok | Consumer-focused, broad reach |\n| **Professional Services** | LinkedIn, Google | Meta | Trust and credibility important |\n| **Healthcare** | Google Search | Meta, LinkedIn | High intent searches, regulations |\n| **Finance/Insurance** | Google, LinkedIn | Meta | Compliance considerations |\n| **Education** | Meta, Google | TikTok | Depends on age of students |\n| **Travel** | Meta, Google | TikTok, YouTube | Visual inspiration + booking intent |\n| **Real Estate** | Meta, Google | LinkedIn (commercial) | Local targeting important |\n| **Automotive** | YouTube, Meta | Google | Video for consideration |\n| **Food & Beverage** | TikTok, Meta | Google Local | UGC and visual content |\n| **Fashion** | Meta, TikTok | Google Shopping | Visual-first platforms |\n| **Gaming** | TikTok, YouTube | Meta | Engagement and video |\n| **Non-profit** | Meta, Google | LinkedIn | Lower costs, mission-driven |\n\n---\n\n## Part 4: Budget Thresholds by Channel\n\n### Minimum Viable Budgets\n\n| Channel | Absolute Minimum | Recommended Minimum | Sweet Spot |\n|---------|-----------------|---------------------|------------|\n| **Meta** | €500/month | €1,500/month | €5,000-15,000/month |\n| **Google Search** | €300/month | €1,000/month | €3,000-10,000/month |\n| **Google Shopping** | €500/month | €1,500/month | €5,000-15,000/month |\n| **LinkedIn** | €1,000/month | €3,000/month | €10,000-30,000/month |\n| **TikTok** | €500/month | €1,500/month | €5,000-15,000/month |\n| **YouTube** | €1,000/month | €2,500/month | €7,500-20,000/month |\n\n### Budget-to-Channel Mapping\n\n| Monthly Budget | Recommended Channels | Channel Count |\n|----------------|---------------------|---------------|\n| €0 - €1,000 | Meta OR Google Search | 1 |\n| €1,000 - €3,000 | Meta + Google Search | 2 |\n| €3,000 - €5,000 | Meta + Google + 1 other | 2-3 |\n| €5,000 - €10,000 | Meta + Google + TikTok or LinkedIn | 3 |\n| €10,000 - €25,000 | 3-4 channels with clear roles | 3-4 |\n| €25,000 - €50,000 | Full multi-channel | 4-5 |\n| €50,000+ | All relevant channels | 4-6 |\n\n### Cost Efficiency Ranking (2025-2026)\n\n**By CPM (Lowest to Highest):**\n1. TikTok (€3-8)\n2. Meta Display (€5-12)\n3. Meta Feed (€8-15)\n4. Google Display (€5-15)\n5. YouTube (€10-20)\n6. Google Search (N/A - CPC based)\n7. LinkedIn (€25-60)\n\n**By CPC (Lowest to Highest):**\n1. TikTok (€0.20-0.80)\n2. Meta (€0.40-1.50)\n3. Google Display (€0.30-1.00)\n4. Google Search (€0.80-5.00+)\n5. YouTube (€0.10-0.30 per view)\n6. LinkedIn (€2.00-8.00)\n\n---\n\n## Part 5: Funnel Stage Channel Selection\n\n### Awareness Stage (TOFU)\n\n**Goal:** Maximize reach and brand recognition\n\n| Priority | Channel | Role | KPIs |\n|----------|---------|------|------|\n| 1 | Meta (Reach campaigns) | Broad awareness | Reach, CPM, Frequency |\n| 2 | TikTok | Viral potential | Views, CPM, Shares |\n| 3 | YouTube | Video storytelling | Views, VTR, CPV |\n| 4 | Google Display | Broad visibility | Impressions, Reach |\n\n**Budget Split:** 60-70% of awareness budget\n\n### Consideration Stage (MOFU)\n\n**Goal:** Drive engagement and intent signals\n\n| Priority | Channel | Role | KPIs |\n|----------|---------|------|------|\n| 1 | Meta (Traffic/Engagement) | Content engagement | CTR, Time on Site |\n| 2 | Google Search (Generic) | Research queries | CTR, Bounce Rate |\n| 3 | LinkedIn (Content) | B2B engagement | Engagement Rate |\n| 4 | YouTube | Product consideration | View Rate, Subscribers |\n\n**Budget Split:** 20-30% of total budget\n\n### Conversion Stage (BOFU)\n\n**Goal:** Drive purchases, leads, signups\n\n| Priority | Channel | Role | KPIs |\n|----------|---------|------|------|\n| 1 | Google Search (Intent) | High intent capture | CPA, ROAS, CVR |\n| 2 | Meta (Retargeting) | Re-engage visitors | CPA, ROAS |\n| 3 | Google Shopping | Product purchase | ROAS, CPA |\n| 4 | LinkedIn Lead Gen | B2B leads | CPL, Lead Quality |\n\n**Budget Split:** 40-50% of performance budget\n\n### Full-Funnel Budget Template\n\n| Funnel Stage | Budget % | Primary Channel | Secondary |\n|--------------|----------|-----------------|-----------|\n| Awareness | 30% | Meta/TikTok | YouTube |\n| Consideration | 20% | Meta/Google Display | LinkedIn |\n| Conversion | 50% | Google Search | Meta Retargeting |\n\n---\n\n## Part 6: Channel Selection Checklist\n\n### Pre-Selection Questions\n\n**Business Context:**\n- [ ] What is the primary campaign objective?\n- [ ] What is the available monthly budget?\n- [ ] What is the product/service type (B2B/B2C/E-commerce)?\n- [ ] What is the typical sales cycle length?\n- [ ] What geography are we targeting?\n\n**Audience Context:**\n- [ ] What is the target age range?\n- [ ] What platforms does the audience use?\n- [ ] Are we targeting professionals or consumers?\n- [ ] Do we have existing customer data for lookalikes?\n- [ ] What content format resonates with this audience?\n\n**Resource Context:**\n- [ ] Do we have video production capability?\n- [ ] How often can we refresh creative?\n- [ ] What tracking/pixels are already set up?\n- [ ] What is the team's platform expertise?\n\n### Channel Selection Scorecard\n\nScore each channel 1-5 for your specific situation:\n\n| Factor | Meta | Google | LinkedIn | TikTok | Weight |\n|--------|------|--------|----------|--------|--------|\n| Audience fit | /5 | /5 | /5 | /5 | 25% |\n| Objective match | /5 | /5 | /5 | /5 | 25% |\n| Budget viability | /5 | /5 | /5 | /5 | 20% |\n| Creative capability | /5 | /5 | /5 | /5 | 15% |\n| Team expertise | /5 | /5 | /5 | /5 | 15% |\n| **Weighted Score** | | | | | 100% |\n\n**Interpretation:**\n- 4.0+: Primary channel candidate\n- 3.0-3.9: Secondary channel candidate\n- 2.0-2.9: Test only if budget allows\n- <2.0: Not recommended\n\n---\n\n## Part 7: Common Channel Combinations\n\n### Proven Multi-Channel Strategies\n\n**E-commerce Starter (€3-5k/month):**\n- Meta (60%): Prospecting + Retargeting\n- Google Shopping (40%): Product capture\n\n**B2B Lead Gen (€5-10k/month):**\n- LinkedIn (40%): Professional targeting\n- Google Search (35%): Intent capture\n- Meta Retargeting (25%): Re-engage visitors\n\n**D2C Brand Building (€10-20k/month):**\n- TikTok (35%): Awareness + UGC\n- Meta (35%): Full-funnel\n- Google (30%): Intent capture\n\n**Local Business (€2-5k/month):**\n- Google Local/Search (60%): High intent\n- Meta (40%): Local awareness\n\n**App Install (€10k+/month):**\n- TikTok (40%): Cost-efficient installs\n- Meta (35%): Lookalikes\n- Google App (25%): Intent\n\n**Enterprise B2B (€25k+/month):**\n- LinkedIn (35%): Account-based\n- Google Search (30%): Intent\n- Meta (20%): Retargeting + Brand\n- YouTube (15%): Thought leadership\n\n---\n\n## Part 8: Quick Reference Tables\n\n### When to Use Each Platform\n\n| Scenario | Best Platform | Why |\n|----------|---------------|-----|\n| New product launch | TikTok + Meta | Broad reach, visual showcase |\n| B2B lead generation | LinkedIn + Google | Professional targeting + intent |\n| E-commerce sales | Google Shopping + Meta | Purchase intent + retargeting |\n| App downloads | TikTok + Meta | Cost-efficient installs |\n| Local business | Google Local + Meta | Local intent + geo-targeting |\n| Brand awareness | TikTok + YouTube | Video reach, viral potential |\n| Retargeting | Meta + Google Display | Best retargeting capabilities |\n| High-ticket B2B | LinkedIn | Professional context, lead quality |\n| Quick sale B2C | Google Search | Immediate intent |\n\n### Red Flags: When NOT to Use a Platform\n\n| Platform | Don't Use When |\n|----------|----------------|\n| **TikTok** | B2B enterprise, 55+ audience, small budget (<€1k) |\n| **LinkedIn** | B2C products, budget <€2k, impulse purchases |\n| **Meta** | Very niche B2B, no creative resources |\n| **Google Search** | No search volume for product category |\n| **YouTube** | No video capability, <€1.5k budget |\n\n---\n\n## Optional: Enrich with Live Data\n\nIf the user has connected accounts, validate channel selection with actual traffic and search volume data:\n\n```python\n# See how existing traffic splits across channels — which are already performing?\nga4_run_report(\n    property_id=\"YOUR_PROPERTY_ID\",\n    start_date=\"30daysAgo\",\n    end_date=\"today\",\n    metrics=[\"sessions\", \"keyEvents\", \"totalUsers\"],\n    dimensions=[\"sessionDefaultChannelGroup\"]\n)\n```\n\n```python\n# Check search impression volume for core keywords to confirm Google Search viability\ngoogle_ads_run_gaql(\n    customer_id=\"YOUR_CUSTOMER_ID\",\n    query=\"SELECT search_term_view.search_term, metrics.impressions FROM search_term_view WHERE segments.date DURING LAST_30_DAYS ORDER BY metrics.impressions DESC LIMIT 25\"\n)\n```\n\nUse GA4 channel data to identify where you already have traction, and GAQL to verify that search demand actually exists before recommending Google Search as a channel.\n\n*Last updated: February 2026*\n*Framework based on industry best practices and Ad Superpowers platform data*\n"},"changes":[],"summary":"First saved snapshot. No earlier version is available for comparison.","summary_kind":"deterministic","summary_metadata":{}}