_mureo-strategy

Strategy Context

PREREQUISITE: Read ../_mureo-shared/SKILL.md for auth, global flags, and security rules.

Overview

mureo uses two local context files to maintain business strategy and campaign state:

File	Format	Purpose
STRATEGY.md	Markdown	Business strategy, personas, USP, brand voice
STATE.json	JSON	Campaign configuration snapshots

These files live in the project working directory and are read by AI agents to make strategy-aligned advertising decisions.

STRATEGY.md

File Structure

STRATEGY.md is a Markdown file with ## Section headings. Each section maps to a context_type:

Section Heading	context_type	Purpose
## Persona	persona	Target customer persona
## USP	usp	Unique selling proposition
## Target Audience	target_audience	Audience demographics and behavior
## Brand Voice	brand_voice	Tone, style, and language guidelines
## Market Context	market_context	Competitive landscape and market trends
## Operation Mode	operation_mode	Current operation mode (see below)
## Custom: <title>	custom	Freeform custom strategy entry
## Deep Research: <title>	deep_research	Results from website/competitor research
## Sales Material: <title>	sales_material	Extracted info from sales documents
## Goal: <title>	goal	Quantitative marketing goal with target, deadline, and priority

Example STRATEGY.md

# Strategy

## Persona

**Name:** Tanaka-san (Marketing Manager)
**Age:** 35-45
**Role:** In-house marketing at mid-size SaaS company
**Goals:** Improve lead quality, reduce CPA below 8,000 yen
**Pain Points:** Limited budget, too many low-quality leads from broad targeting
**Decision Process:** Data-driven, needs ROI justification for budget increases

## USP

- Only platform that automates both Google Ads and Meta Ads from Slack
- AI agent handles routine optimization, freeing up 10+ hours/week
- Built-in budget safety guards prevent overspend

## Target Audience

**Primary:** SaaS marketing managers at companies with 50-500 employees
**Secondary:** Digital agency account managers handling 5+ client accounts
**Geo:** Japan (primary), US/EU (secondary)
**Budget Range:** 500,000 - 5,000,000 JPY/month ad spend

## Brand Voice

- Professional but approachable
- Data-backed claims, no hype
- Use concrete numbers over vague superlatives
- Japanese: polite form (desu/masu), avoid overly casual language

## Market Context

- Competitor A focuses on Google Ads only (no Meta Ads integration)
- Competitor B has Meta Ads but no Slack integration
- Market trend: increasing demand for AI-powered ad optimization
- Budget pressure: clients seeking efficiency gains, not just scale

## Operation Mode

EFFICIENCY_STABILIZE

## Custom: Seasonal Strategy

- Q1 (Jan-Mar): Budget conservative, focus on efficiency
- Q2 (Apr-Jun): Ramp up for spring campaigns
- Q3 (Jul-Sep): Peak season, maximize budget utilization
- Q4 (Oct-Dec): Holiday campaigns, shift to Meta Ads for brand awareness

## Goal: Reduce CPA below 5000 JPY

- Target: CPA < 5,000 JPY
- Deadline: 2026-06-30
- Current: CPA 6,200 JPY
- Platform: Google Ads, Meta Ads
- Priority: HIGH

## Goal: Increase monthly leads to 100

- Target: Leads >= 100/month
- Deadline: 2026-05-31
- Current: 72 leads/month
- Platform: Google Ads
- Priority: MEDIUM

## Deep Research: example.com

**Service Overview:** Cloud-based project management tool for remote teams
**Key Features:** Real-time collaboration, Gantt charts, resource allocation
**Pricing:** Freemium model, Pro plan at $15/user/month
**Competitors:** Asana, Monday.com, Notion

Section Rules

• Each section starts with ## Heading (h2 level)
• Standard sections use exact heading names (Persona, USP, etc.)
• Custom/research sections use the Prefix: Title format
• Unknown section headings are logged as warnings and skipped during parsing
• The file always starts with # Strategy (h1 level)

Goal Format

Goal sections define quantitative marketing objectives. Each goal uses the ## Goal: <title> heading and contains bullet-point fields:

Field	Required	Description
Target	Yes	Measurable success criterion (e.g., CPA < 5,000 JPY)
Deadline	Yes	Target date in YYYY-MM-DD format
Current	No	Current baseline value for tracking progress
Platform	No	Applicable ad platforms (e.g., Google Ads, Meta Ads)
Priority	No	HIGH, MEDIUM, or LOW

Multiple goals can coexist in a single STRATEGY.md. Agents should reference goals when making optimization decisions to ensure actions are aligned with measurable business objectives.

Operation Modes

The Operation Mode section contains one of 7 predefined modes that control agent behavior:

Mode	When to Use
ONBOARDING_LEARNING	Genuinely new campaigns still in their learning period — set this from campaign maturity (age + accumulated conversions), NOT just because mureo was newly set up on an existing long-running account
TURNAROUND_RESCUE	Campaigns with poor performance needing rescue
SCALE_EXPANSION	Campaigns ready to scale up
EFFICIENCY_STABILIZE	Mature campaigns optimizing for efficiency
COMPETITOR_DEFENSE	Increased competitive pressure detected
CREATIVE_TESTING	Focus on ad creative testing and iteration
LTV_QUALITY_FOCUS	Prioritize lead/conversion quality over volume

STATE.json

File Structure

{
  "version": "2",
  "last_synced_at": "2026-04-01T10:00:00+09:00",
  "platforms": {
    "google_ads": {
      "account_id": "1234567890",
      "campaigns": [
        {
          "campaign_id": "111222333",
          "campaign_name": "Brand Search - Tokyo",
          "status": "ENABLED",
          "bidding_strategy_type": "MAXIMIZE_CONVERSIONS",
          "bidding_details": {"target_cpa": 5000},
          "daily_budget": 8000.0,
          "campaign_goal": "Lead generation for SaaS trial signups",
          "notes": "Learning period ends ~April 5. Do not change bids."
        }
      ]
    }
  },
  "action_log": [
    {
      "timestamp": "2026-04-01T10:30:00+09:00",
      "action": "Added 15 negative keywords",
      "platform": "google_ads",
      "campaign_id": "111222333",
      "command": "/search-term-cleanup",
      "summary": "Excluded informational queries misaligned with Persona",
      "metrics_at_action": {"cpa": 5200, "conversions": 45, "clicks": 1200},
      "observation_due": "2026-04-15"
    }
  ]
}

Campaign Snapshot Fields

Field	Type	Required	Description
campaign_id	string	Yes	Campaign identifier
campaign_name	string	Yes	Human-readable name
status	string	Yes	ENABLED, PAUSED, or REMOVED
bidding_strategy_type	string	No	e.g., MAXIMIZE_CONVERSIONS, TARGET_CPA
bidding_details	object	No	Strategy-specific details (target_cpa, target_roas, etc.)
daily_budget	number	No	Daily budget in currency units
device_targeting	array	No	Device bid modifiers
campaign_goal	string	No	Business objective for this campaign
notes	string	No	Important notes (learning period, restrictions, etc.)
metrics	object	No	Latest performance snapshot — canonical vocabulary below

Performance Metrics — canonical vocabulary

campaigns[].metrics (per campaign) and platforms[<p>].totals (per-platform rollup) use ONE shared field vocabulary so every skill, the reporting dashboard, and any other STATE.json consumer agree on names and units. Write these exact keys (lowercase); omit a key when the platform does not provide it.

Key	Type	Unit / meaning
spend	number	Cost in the account's currency units (NOT micros)
impressions	integer	Impressions
clicks	integer	Clicks
conversions	number	Conversions (see result_indicator for what counts)
cpa	number	Cost per conversion, currency units (spend / conversions)
ctr	number	Click-through rate as a ratio (e.g. 0.024), not a percent string
result_indicator	string	Meta only — what a "result/conversion" counts (e.g. link_click vs offsite_conversion.fb_pixel_lead)
period	string	Window the numbers cover, e.g. LAST_30_DAYS
fetched_at	string	ISO 8601 time the numbers were pulled (freshness)

CV-definition rule (Meta): never aggregate conversions/CPA across campaigns with different result_indicator values — link_click-optimized totals and pixel_lead-optimized totals are different things. Group by result_indicator. Google Ads has a single conversion definition, so result_indicator is omitted.

Platform-level: platforms[<p>].totals holds the same keys summed for that platform (respecting the result_indicator grouping for Meta), and platforms[<p>].metrics_period records the window the totals cover.

Reports section

reports (top-level, optional) holds the latest agent-written summary per report kind so the dashboard can show it without re-running the agent: reports = {"daily": {...}, "weekly": {...}, "goal": {...}}. Each value is {generated_at (ISO 8601), period, kpis (headline numbers using the vocabulary above), flags (list of notable items), narrative (short text)}. Written via the mureo_state_report_set tool by daily-check / weekly-report / goal-review.

Action Log Entry Fields

Field	Type	Required	Description
timestamp	string	Yes	ISO 8601 timestamp of the action
action	string	Yes	Description of the action taken
platform	string	Yes	Platform the action was taken on
campaign_id	string	No	Campaign affected
command	string	No	Slash command that initiated the action
summary	string	No	Human-readable summary
metrics_at_action	object	No	Key metrics at the time of action, for outcome evaluation — use the same canonical vocabulary as metrics above (e.g. cpa, conversions, clicks)
observation_due	string	No	ISO 8601 date when the outcome should be evaluated

The metrics_at_action and observation_due fields enable evidence-based outcome evaluation. See skills/_mureo-learning/SKILL.md for the decision framework.

State Lifecycle

1. Initial sync: Agent calls campaign list/get tools, populates STATE.json
2. Upsert on read: After any read tool call, the campaign snapshot is upserted
3. Notes on write: After write operations, action logs and notes are updated
4. Outcome tracking: Write operations record metrics_at_action and observation_due for later evaluation
5. Agent reads STATE.json before making decisions, ensuring context continuity

Strategy-Driven Workflows

1. Persona-Based Ad Copy Creation

Using the persona to write better ad copy:

Step 1: Read STRATEGY.md to understand the target persona

Step 2: Based on persona pain points, craft headlines that address them directly
  Example persona pain point: "Limited budget, too many low-quality leads"
  -> Headlines: "Reduce Wasted Ad Spend by 40%", "Get Better Leads, Not More Leads"

Step 3: Create the RSA ad (with Google Ads tools)
  -> google_ads_ads_create {
       headlines addressing persona pain points,
       descriptions highlighting USP
     }

2. USP-Driven Keyword Selection

Using USP to find high-intent keywords:

Step 1: Read STRATEGY.md USP section
  Key differentiators: "Slack integration", "AI automation", "budget safety"

Step 2: Generate seed keywords from USP
  -> google_ads_keywords_suggest {seed_keywords: ["slack ad management", "ai ad optimization", "ad budget automation"]}

Step 3: Review suggestions against target audience
  Filter by relevance to the target audience segment

Step 4: Add selected keywords
  -> google_ads_keywords_add {keywords: [...]}

3. Brand Voice Compliance Check

Ensuring ad copy matches the brand voice:

Step 1: Read STRATEGY.md Brand Voice section
  Rules: "Professional but approachable", "data-backed claims", "no hype"

Step 2: List current ads
  -> google_ads_ads_list {customer_id, ad_group_id}

Step 3: Review each ad against brand voice rules
  Flag: "Best Ad Platform Ever!" -> violates "no hype" rule
  OK: "Reduce CPA by 30% with AI-Powered Optimization" -> data-backed, professional

Step 4: Update non-compliant ads (CONFIRM WITH USER)
  -> google_ads_ads_update {headlines: [improved versions]}

4. Operation Mode-Guided Actions

Different modes guide different agent behaviors:

TURNAROUND_RESCUE mode:

Priority: Stop the bleeding
1. Check search terms for wasted spend
   -> google_ads_search_terms_review {campaign_id, target_cpa}
2. Add negative keywords aggressively
3. Pause underperforming ad groups
4. Review budget allocation

SCALE_EXPANSION mode:

Priority: Grow while maintaining efficiency
1. Find new keyword opportunities
   -> google_ads_keywords_suggest {seed_keywords}
2. Test new ad copy variations
3. Increase budgets on high-performing campaigns (confirm with user)
4. Expand targeting (new geographies, demographics)

ONBOARDING_LEARNING mode:

Priority: Let the algorithm learn, minimal changes
Applies to a campaign genuinely IN its learning period — not to a mature
campaign that mureo was simply set up on recently. If the campaign already
has accumulated conversions / history, it is NOT learning: switch the mode
(e.g. EFFICIENCY_STABILIZE) and analyze normally instead of withholding.
1. Confirm the campaign is actually learning (recent start, sparse conversions)
   -> google_ads_campaigns_diagnose {customer_id, campaign_id}
2. If still learning: monitor performance, warn before budget/bid changes,
   wait until the learning period completes before optimizing
3. If already mature: recommend updating Operation Mode and proceed

5. Market Context for Competitive Response

Using market context to respond to competitor moves:

Step 1: Read STRATEGY.md Market Context section
  Known: Competitor A is Google-only, Competitor B has no Slack

Step 2: Check auction insights for competitor activity
  -> google_ads_auction_insights_analyze {customer_id, campaign_id}

Step 3: If a new competitor appears or impression share drops:
  - Check CPC trends for bidding pressure
    -> google_ads_cpc_detect_trend {customer_id, campaign_id}
  - Review device performance for competitor dominance patterns
    -> google_ads_device_analyze {customer_id, campaign_id}

Step 4: Recommend strategic response based on market context
  e.g., "Competitor A gained 5% impression share. Since they don't support
         Meta Ads, recommend shifting 20% of budget to Meta to leverage
         our cross-platform advantage."

File Management Best Practices

STRATEGY.md

• Keep sections concise (3-10 bullet points each)
• Update when business strategy changes (quarterly review recommended)
• The persona section should reflect actual customer interviews/data
• Operation mode should be updated when campaign conditions change significantly

STATE.json

• Treat as a cache, not a source of truth (the ad platform API is authoritative)
• The notes field is valuable for tracking learning periods and restrictions
• last_synced_at indicates data freshness; re-sync if stale
• Campaign snapshots are upserted (existing entries updated, new ones added)

Version Control

Both files can be committed to version control:

• STRATEGY.md: Yes, contains business knowledge
• STATE.json: Optional, contains point-in-time snapshots (may change frequently)

Do not commit ~/.mureo/credentials.json -- it contains secrets.