---
name: plan-paid-media
description: Plan, diagnose, and optimize paid media across Baidu, 360 Search, Microsoft Advertising, Douyin, Xiaohongshu, WeChat Channels, search, short video, creators, live commerce, and multi-platform funnels. Use for 投放方案, SEM, 账户搭建, 冷启动, 素材测试, 出价, 定向, 预算, ROI, 直播投流, or paid-media reviews.
---

# Plan Paid Media

Treat media buying as a system connecting market demand, audience, creative, bidding, landing experience, product, sales, measurement, and economics.

## Workflow

1. Confirm product, price, margin, sales cycle, refund risk, LTV, capacity, and target action.
2. Define valid lead/order criteria and the maximum sustainable CPL, CPA, and CAC from business economics.
3. Assign each platform a role in discovery, trust, active-demand capture, conversion, or retention.
4. Verify current platform eligibility, product names, targeting, measurement, and policy in official documentation.
5. Design account structure by business objective. Keep conversion goals and variables interpretable.
6. Implement tracking and CRM feedback before launch.
7. Test distinct audience, intent, creative, offer, and landing-page hypotheses with controlled variables.
8. Diagnose in order: delivery → click → conversion → valid lead → sale → margin/retention.
9. Scale gradually while monitoring marginal cost, quality, refunds, fatigue, and operational capacity.
10. Record decisions, results, and reusable learning in a weekly/monthly review.

## Platform roles

- Search: capture explicit intent through query structure, match type, negatives, ad relevance, and landing-page continuity.
- Douyin: create and harvest interest through native creative, short video, live content, conversion events, and sales feedback.
- Xiaohongshu: build trust and search demand through useful native content, creators, paid amplification, and search capture.
- WeChat Channels: connect content, live streaming, official accounts, mini-programs, WeCom, and customer operations when the business can sustain that ecosystem.

## Guardrails

Do not treat fixed algorithm weights, traffic-pool thresholds, audience percentages, benchmark costs, or learning periods as platform facts without current official evidence. Never promise ROI multiplication or guaranteed low-cost scale. Do not fabricate reviews, chats, orders, social proof, or engagement, and do not use forced sharing or policy evasion.

Read [references/operations.md](references/operations.md) for launch and optimization checklists. Read [references/strategy-insights.md](references/strategy-insights.md) when reviewing automation, brand/performance roles, audience assets, or budget structure.