How to install display-ads
npx skills add https://github.com/kostja94/marketing-skills --skill display-adsFull instructions (SKILL.md)
Source of truth, from kostja94/marketing-skills.
name: display-ads description: When the user wants to run display, banner, or ad network campaigns. Also use when the user mentions "display ads," "banner ads," "ad network," "ad alliance," "programmatic display," "native ads," or "retargeting display." For strategy, use paid-ads-strategy. metadata: version: 1.0.1
Paid Ads: Display / Banner
Guides display advertising: ad networks, banner ads, and programmatic buying. Use when placing ads on publisher sites (websites, apps) for brand awareness or retargeting.
When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
What Is Display / Banner
- Ad networks: Aggregate inventory from many publishers; buy placements programmatically or via direct deals
- Banner ads: IAB standard sizes (300×250, 728×90, 160×600, 320×50 mobile); static or animated
- Programmatic: Automated buying via DSPs; real-time bidding (RTB); audience targeting
Formats
| Format | Use |
|---|---|
| Display banner | IAB sizes; CPM or CPC; brand, retargeting |
| Native | Blends with page content; higher engagement |
| Video pre-roll | Pre-roll on publisher video; see ctv-ads for streaming |
| Rich media | HTML5; expandable, interactive |
| Mobile interstitial | Full-screen between content |
Buying Options
| Option | Use |
|---|---|
| Google Display | Part of Google Ads; automated placements; retargeting |
| Programmatic DSP | The Trade Desk, Magnite, etc.; audience-based; scale |
| Direct publisher | Deal with specific site; guaranteed placement |
| Ad network | Network aggregates inventory; simpler than full programmatic |
Metrics
| Metric | Use |
|---|---|
| CPM | Cost per thousand impressions |
| CPC | Cost per click |
| CTR | Click-through rate; typically low for banners (0.1–0.5%) |
| Viewability | % of impressions actually seen |
| Completion rate | For video; % who watch full ad |
Creative
- IAB sizes: 300×250 (medium rectangle), 728×90 (leaderboard), 160×600 (skyscraper), 320×50 (mobile)
- File types: Static image, animated GIF, HTML5
- Message: Clear CTA; minimal text; brand visible in 3 seconds
UTM
Use utm_medium=display or cpc with utm_source (publisher or network name) for attribution. See traffic-analysis for GA4 alignment.
Pre-Launch Checklist
- Creative in required sizes
- Landing page aligned with ad message
- UTM parameters set
- Retargeting audience defined (if applicable)
- Viewability target set
Related Skills
- paid-ads-strategy: Ad formats by medium; when to use display
- google-ads: Google Display Network; retargeting campaigns
- traffic-analysis: UTM for display; attribution
- analytics-tracking: Conversion tracking; viewability
Related skills
More from kostja94/marketing-skills and the wider catalog.
copywriting
When the user wants to write or optimize short-form marketing copy—headlines, CTAs, ad copy, landing page copy, email copy. Also use when the user mentions "copywriting," "headline," "CTA copy," "ad copy," "landing page copy," "sales copy," "conversion copy," "PAS," "AIDA," "BAB," "copy formula," or "differentiation." For long-form article bodies (blog posts, guides), use article-content.
linkedin-posts
When the user wants to create LinkedIn post copy or optimize for LinkedIn. Also use when the user mentions "LinkedIn post," "LinkedIn article," "professional post," "post to LinkedIn," "LinkedIn content," "LinkedIn copy," "B2B LinkedIn," "LinkedIn engagement," "LinkedIn feed," "share box," "document post," "poll," "Newsletter," "reshare," or "LinkedIn marketing." For LinkedIn ads, use linkedin-ads.
youtube-seo
When the user wants to optimize YouTube videos for search, create video descriptions, or improve channel visibility. Also use when the user mentions "YouTube SEO," "YouTube description," "YouTube tags," "YouTube thumbnail," "YouTube title," "YouTube channel," or "video SEO." For YouTube ads, use youtube-ads.
tiktok-captions
When the user wants to create TikTok video captions, scripts, or optimize for TikTok. Also use when the user mentions "TikTok post," "TikTok caption," "TikTok video," "post to TikTok," "TikTok script," "TikTok content," "TikTok copy," "TikTok hashtags," or "TikTok marketing." For TikTok ads, use tiktok-ads.
video-marketing
When the user wants to plan video marketing, create video scripts, or optimize for short-form or long-form video. Also use when the user mentions "video marketing," "video script," "short-form video," "long-form video," "TikTok script," "Reels script," "YouTube script," "video hook," or "video content strategy." For on-site video SEO, use video-optimization.
meta-ads
When the user wants to set up, optimize, or manage Meta (Facebook/Instagram) Ads. Also use when the user mentions "Meta Ads," "Facebook Ads," "Instagram Ads," "Meta Pixel," "Conversions API," "Advantage+," "lookalike audience," or "Meta retargeting." For landing pages, use landing-page-generator.