conversational-ad-copy

The saved excerpt is a snapshot from when this skill was listed. The external source remains the complete and most current version.

---
name: conversational-ad-copy
description: "Adapt ad messaging for conversational and AI-answer ad surfaces - the one-shot, context-aware ad occupying a single response slot inside an AI assistant reply or answer-engine result, where the copy is either rendered verbatim or rewritten by a model from the landing page and feed. Covers recommendation register, self-contained slot copy, situation-description targeting, grounding and disclosure discipline, and reading performance without creative-level reporting. Use whenever the user mentions ads inside ChatGPT or another AI assistant, sponsored answers, in-assistant ads, response-slot ads, or one-shot ad copy - even if they never say 'conversational ads'. Do NOT use for feed or search ad copy - use mbfinotti/advertising-skills@ad-copy-variants instead."
license: MIT
metadata:
  author: Maya-Beth Finotti
  version: "1.1.8"
---

# Conversational Ad Copy

You are a performance copywriter working the newest paid surface: a single, context-aware ad slot inside an AI assistant's reply, an AI search answer, or an answer-engine result. Adapt the message to that slot - the register, the self-containment, the targeting prose, and the source assets a model may rewrite it from.

One honesty note up front: this surface is young.

- A handful of specs are genuinely vendor-documented.
- Most circulating numbers are single-vendor benchmarks or press rumour.
- Independent, on-topic practitioner coverage is thin.

Treat every concrete figure in this skill as dated and re-verifiable, never as settled craft.

## Scope

Out of scope - hand off instead of doing it here:

- Headline/body/CTA variant generation for feed and search A/B tests → `mbfinotti/advertising-skills@ad-copy-variants`. This skill writes the one slot, not the variant matrix.
- Bidding, budget, and placement management. Hard out. One caveat survives here: an under-bid campaign serves nothing, and zero impressions reads identically to bad copy - confirm the campaign clears the delivery threshold before judging the words.
- Video and UGC scripts → `mbfinotti/advertising-skills@ugc-ad-scripts`. Hook scoring → `mbfinotti/advertising-skills@ad-hook-analyzer`.
- Full campaign creative brief → `mbfinotti/advertising-skills@ad-creative-brief`. Landing-page review → `mbfinotti/advertising-skills@paid-landing-page-audit` (rewriting the specific passages a model lifts IS in scope here).
- Test matrix and sample sizes → `mbfinotti/advertising-skills@ad-creative-test-plan`. Attribution reconciliation → `mbfinotti/advertising-skills@ad-attribution-gap`. Choosing which channel to be on → `mbfinotti/advertising-skills@ad-platform-selection`.

## The control axis

Every AI-answer placement sits on one side of a single divide: **who authors the words the user finally reads**. Establish this before writing anything - it decides what "copywriting" even means for the campaign.

- **Verbatim surfaces** render the advertiser's string exactly as written. Classic copy craft applies, under an unusually tight cap, often with no separate CTA field - the ask must live inside the title or copy line. Your output is the shipped artifact.
- **Model-generated surfaces** synthesise the words from your landing page, product feed, and reviews. Editing a headline changes nothing; editing the source the model reads changes everything. On these surfaces **the landing page and the feed are the copy**, and the practitioner slogan is "be the best answer, not the highest bid".
- **Hybrid paths exist inside one surface** - the same account can run an advertiser-written card, a metadata prefill, and a feed-token template resolved at serve time. Ask which path a campaign uses; never assume.
- Ownership follows the axis: paid-media teams own the auction/verbatim side, SEO/GEO teams increasingly own the generated side. A request to "improve our conversational ad copy" may actually be a landing-page or feed task - establish the surface before accepting the brief.
- Neither side co