Prospecting
Start with Broad, Lookalike, interest and found out the broad performed well.
Then use the audience (Broad) to test creative test using DCT. Then we can scale. On separate campaign.
Not touching the working campaign which already optimized. Instead, increase daily budget as much possible. If want to test more, launch new campaign with the proven audience using optimized creative in DCT.
Remarketing
Simple remarketing campaign for single SKU. Using specific language in 30 days remarketing and 30 days reengagement. Language is very direct.
Budget around $45k. Scale horizontally.
Cost Cap
Focus on efficiencies but limiting delivery. Not spending outside the cost cap. Use primarily to ensure efficiencies. Challenge is always on how to scale.
Arshi
Lowest Cost
For testing, always low cost.
Arshi
When starting ads, figure out the North Star. If decide to take hit, get the data and go from there.
Budget
Question : Low budget like USD100, how you segment the campaign?
Arshi
For low budget campaign, 90% on prospecting and 10% on remarketing. Shift the balance as needed.
Ray
Start with lookalike audience – based on engagement, link clicks, ATC, IC and PUR. Few ad set with low budget then once scale, adding grow. Prospecting campaign with lookalike. No remarketing due to low people. Establish DPA. $5/day for remarketing.
Jay
1 prospecting, 5-6 different ads. Got for DPA $5/day for remarketing.
Question : Minimum budget?
Adrianne
Get 50 purchase / week. Get that target CPA by 20% x 50 purchase.
Ray
For brand new, start with the budget you can afford. Look down the funnel. Understand the metrics.
Arshi
Found success with long copy by CTR. Look at the metrics and see what conclusion can we draw.
Audience Size
Question : What is the minimum audience size?
Ray
Smaller audience size, won’t go lower than 2 million. Get the keywords. Can start with broad & interest stack. If do not have budget, combine the adset. Not doing narrow.
Lexi
When starting out, broad did not work. Lookalike 1% and interest stack. Then relaunch with broad, it is working. Things can change. If have the ability to lookalike and stack
Arshi
Broad stressed me out. Broad as backup. Love interest stack.
Creative
Lexi
Leverage UGC. Using images that posted by the users. Sometime produce better result than studio shot.
High CPM
Adrianne
High CPM, test new audience.
Killing Ads
Question : What is the process?
Ray
Build seperate campaign. Within the creative, some working in one ad set, some not the others.
Arshi
On small budget, try to hold off until you need enough data. So what is enough data? If its CBO, if ads bleeding out for the past 3-5 days. Look at lower funnel. Is it even amount of ads spend. Look at CTR etc.
Lexi
Emotional media buying is bad media buying. Ensure look at the data and make good decision. Look week by week.
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