Campaign Structure
Attribution:7DC
·
Exclusions:CA: All Time buyers / Website purchasers 730d
TESTING
SCALING
ABO TESTING CAMPAIGN
1 campaign per concept/angle
Bid strategy: Higest Volume
Later test: tROAS or tCPA
2x2 Ad Sets
US Only · 1x tCPA budget for 7 days · Run 24/7
Assets Per Angle
2 × primary text variations
2 × headline variations
1 × description
3-5 creatives
Kill Losers Early
Monitor daily but don't clip intraday:
CPC · CPM · IC CPA · ICtoPur · pCPA
If signals stay weak -> kill the ad
Iterations
Top HL/AT + New Creatives
Top Creative + New HL
Top Creative + New AT
winners
10+ sales daily, under tCPA
HIGHEST VOLUME WINNER CAMPAIGN
HIGHEST VOLUME ANGLE CAMPAIGN
Audiences
Open
Interests
Lookalikes 10%
Bid types
tROAS
Cost cap
Bid cap
1 campaign per region
US
UK
CA
AU
NZ
SG
+ other markets
Optional for ad hoc testing: Winner ad sets head to head
All winners
Page A
Page B
Page C
fades out
losers
GRAVEYARD CAMPAIGN
Tighter bid cap · All markets
Ads tested with good signals & not enough to scale, plus Past Winners that have faded out