MK-040 | Matching needs to ad formats
For a regular chat, upload packs/mk-040.md. It includes the shared rules, this method, and required references
Purpose
This skill delivers: Task allocation across search, video, and other formats
Task stages are analytical categories, not a claim that every customer follows the same path
Required inputs
Available raw records: actual customer queries or remarks, products/services, existing assets and pages, and feasible next actions
Method Steps
- Use actual queries, customer remarks, and existing pages to identify the job, missing answer, and acceptable next action. Separate search records from interviews; imagined queries are not observed search demand
- Consider search when an explicit query exists and the page answers it with a usable next step. Consider video when understanding the difference requires seeing a process and genuine demonstration assets exist
- Consider Demand Gen when the need arises during browsing and matching contextual assets and a destination exist. A PMax candidate also requires a defined valuable conversion, usable measurement, and fulfillable destination; wanting orders is insufficient
- When several formats fit, choose the first test by the missing contact point, assets, budget, and known costs. Without comparable costs, offer bounded tests rather than inventing one best format. Prepare the destination or narrow the promise if no useful next action exists
- If a supposed query proves to be internal speculation, downgrade search to an unverified candidate. If existing text and images already explain the product, video is no longer required. Request only a raw customer question or asset that distinguishes the candidates
Calculation and Interpretation
Deliver the chain: customer wording → needed answer → format → existing asset/page → initial action. Separate format fit from advertising performance
Check example (hypothetical): repeated questions about how installation works plus a real demonstration support video. Raw remarks instead reveal questions about local installation availability; switch to a service-area page serving those explicit queries
Decision rules authored by ThinkWithBlack, 2026-10-14; original course sources remain below
Required output fields
| Order | Field | How to complete |
|---|---|---|
| 1 | Source item | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 2 | Target item | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 3 | Supporting task | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 4 | Evidence of fit | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 5 | Applicable conditions | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 6 | Unmatched items/conflicts | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 7 | Next step | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
Verification cases
MK-040-C05 | One item has two distinct uses
Expected: List the uses and conditions separately; do not force a single match
Method sources
Source file: Google Ads 第一堂｜看懂需求，才知道廣告怎麼接
Location: Ad formats
Source basis: extracted from course materials
Source URL: https://docs.google.com/presentation/d/15ZOg0pX_xikpdA3FwGEoCSVgWortvCnxSe4hz4ugizg/edit
English translation of source excerpt:
Chapter 3 | Ad formats
