What you're doing

When the Marketing Agent generates content (ad copy, social posts, email drafts), it lands in the Content Library as "Pending." Your job is to approve good content and reject content that misses the mark.

What to look for

• Accuracy: Does it describe our product correctly? We help people prepare for interviews with AI coaching — we do NOT write resumes, find jobs, or guarantee employment.
• Tone: Should feel supportive and confident, never desperate or salesy. Avoid clickbait like "This one trick..." or fake urgency.
• Audience match: Check the audience segment tag. Content for "new grad RN" should reference nursing interviews specifically, not generic career advice.
• Call to action: Every piece should have a clear next step (try free, start practicing, etc.). Reject if the CTA is missing or vague.
• Length: Ad copy should be punchy (under 125 characters for headlines). Social posts can be longer but should hook in the first line.

Quick decision guide

• APPROVE if: on-brand, accurate, clear CTA, right audience
• EDIT then APPROVE if: mostly good but needs a small tweak (wrong price, awkward phrasing)
• REJECT if: wrong product description, wrong audience, pushy/desperate tone, no CTA, or makes promises we can't keep

Key terms

• Impressions: How many times our ad was shown. High impressions + low clicks = the ad isn't compelling enough.
• Clicks: People who clicked our ad to visit the site.
• CPC (Cost Per Click): How much we pay for each click. Good: under $1.50. Bad: over $3.00.
• Signups: People who created a free account after clicking.
• Signup Rate: Signups / Clicks. Good: above 15%. Bad: below 5%. Low signup rate means the landing page isn't converting.
• Paying Users: People who bought a subscription or pass.
• CAC (Customer Acquisition Cost): Total spend / paying users. Our target is $7.11. This is the most important number.
• ROAS (Return on Ad Spend): Revenue / Spend. Above 1.0 means we're profitable on that channel.

What to watch

• If CAC is above $15 for more than 3 days, flag the campaign for review.
• If a channel has high clicks but zero signups, the landing page might be broken — check it.
• Compare channels side-by-side. If Meta CAC is $5 and Reddit CAC is $20, shift budget to Meta.

Prerequisites

• You need approved ad copy in the Content Library (at least 2-3 variants for A/B testing)
• A clear audience segment to target
• A daily budget (start with $10-20/day for new campaigns)

Step by step

• Step 1: Go to the Content Library tab and make sure you have approved ad copy for Meta.
• Step 2: The Marketing Agent will propose a campaign — look for it in Marketing Proposals. Review the targeting, budget, and ad variants.
• Step 3: Approve the proposal. The agent will create the campaign in "draft" status.
• Step 4: Review the draft campaign in the Campaigns table. Click "Approve" to move it to approved status.
• Step 5: Click "Activate" to make the campaign live. It will start spending your budget.
• Step 6: Check back after 24 hours. Look at CPC and early signup numbers. If CPC is above $3, consider pausing.

When to pause or kill

• PAUSE if CAC is trending above $12 after 48 hours — give it time but don't let it bleed money.
• KILL if after 5 days the CAC hasn't come below $15, or if spend is over budget with no conversions.

Who we want

• Nursing students, career coaches, job search creators, nursing educators
• TikTok and Instagram are our priority platforms
• Follower count matters less than engagement rate. A 10k creator with 8% engagement beats a 200k creator with 0.5%.

Deal evaluation checklist

• Engagement rate: Good: above 3%. Red flag: below 1% (might be fake followers).
• Audience match: Are their followers actually nurses/students/job seekers? Check their comments — are people asking career questions?
• Content quality: Watch 5-10 of their recent videos. Would you trust their recommendation?
• Price: Calculate expected CAC. If they charge $500 and you expect 20 signups with a 10% conversion, that's $500 / 2 paying = $250 CAC — too expensive.
• Deliverables: What exactly are they making? A TikTok video? An Instagram story? A series? Get it in writing.

Target deal economics

• We want influencer CAC under $10 (slightly above our $7.11 blended target because brand awareness has long-tail value).
• Start with small test deals ($100-300) before committing to larger partnerships.
• Always use a unique UTM link so we can track conversions back to the creator.

The funnel stages

Every person who becomes a paying customer goes through these steps:

• Impression — They see our ad or content (we pay for this on paid channels).
• Click — They're interested enough to visit our site. This is where CPC is measured.
• Signup — They create a free account. Our landing page and onboarding need to be good enough to convert clicks into signups.
• Activation — They actually use the product (do a practice question, try mock interview). Users who activate are much more likely to pay.
• Payment — They buy a subscription ($29.99/mo) or a 30-day pass ($14.99 general, $19.99 nursing). This is where we make money.

Where things break

• High impressions, low clicks: The ad creative isn't compelling. Fix the ad copy or image.
• High clicks, low signups: The landing page isn't converting. Could be slow load, unclear value prop, or broken form.
• High signups, low activation: The onboarding is confusing or the first experience isn't good enough. This is a product issue, not a marketing issue.
• High activation, low payment: The free tier gives away too much, or the pricing page isn't convincing. Test different price points or limits.

Our current numbers to know

• Target CAC: $7.11
• Pro subscription: $29.99/month
• General 30-Day Pass: $14.99
• Nursing 30-Day Pass: $19.99
• If our average revenue per user (ARPU) is ~$20 and our CAC is $7.11, we make roughly $13 profit per customer acquired.