General paid-media planning questions
Status: qualitative, unscored planning aid.
Required gates
- Context gate: identify the business model, offer, audience, objective, conversion, geography, budget authority, data window, active platforms, and decision owner.
- Evidence gate: use account evidence and current official source IDs; label missing, stale, practitioner, contested, and contradictory evidence.
- Measurement gate: define the business outcome, attribution limits, reconciliation source, outcome latency, guardrails, and observation window.
- Regulatory gate: identify category, privacy, consent, targeting, claim, disclosure, endorsement, and regional risks and route uncertainty to qualified review.
- Capability gate: separate export, read, draft, and write behavior; unsupported or unauthorized operations remain unavailable.
- Mutation gate: require an exact preview, approval, idempotency, verification, audit, blast-radius limit, and rollback before any account change.
Planning questions
- What decision should the plan enable, and what evidence would change that decision?
- Which audience need and offer claim are supported rather than assumed?
- Which platforms and placements are eligible, measurable, and operationally supportable?
- What does success mean in the business system rather than only inside an ad platform?
- Which inputs are missing, inconsistent, stale, sensitive, or outside authority?
- What reversible experiment could distinguish the leading hypotheses?
- Who owns creative, landing, tracking, policy, budget, sales, and follow-up work?
Candidate considerations
- Compare channel roles, audience approaches, messages, and measurement designs as options.
- Keep health, evidence confidence, regulatory exposure, and opportunity separate.
- Prefer a provisional or
needs_inputresult over invented precision.
Output guardrails
- Return options, tradeoffs, assumptions, source IDs, owners, and verification steps.
- Do not supply universal channel mixes, bid strategies, thresholds, targets, or guarantees.