Step 4 - Mastering Media Buying
Now you have a VSL. If you're doing your own media buying, here are some tips from our Head of Growth, Shin!
Step 1: Campaign Setup - Replicate Before You Innovate Begin your campaign by replicating successful strategies before introducing your innovations. Understand where your competitors place the ad, what offer and funnel they are using.
Step 1.1: Target Region - US If your objective is global reach, start by establishing a strong presence in the US market. Success in the US can serve as a solid foundation for expanding to other regions.
Step 1.2: Campaign Structure Consider two approaches:
Option 1: Create a single ad set with one ad. This ensures equal ad spending over a specified timeframe.
Option 2: Opt for one ad set with multiple ads, a budget-friendly choice when testing numerous ads.
Step 1.3: Targeting
Use "Broad" targeting for campaigns without an existing email list.
Leverage "Lookalike" or "Warm" audiences for campaigns with a substantial buyer email list.
Step 1.4: Demographics and Interests When targeting demographics and interests, be specific but avoid over-targeting, particularly for local markets. Exclude existing leads and customers to prevent audience overlap.
Step 1.5: Offer Types Choose between Lead Generation or Purchase offers based on your campaign goals.
Step 1.6: Placement Opt for "Auto Placement" to benefit from advantages in ad placement.
Step 1.7: Budgeting Determine what's statistically significant. New ads should spend at least 3-5 times your offer price or CPA before evaluating their effectiveness.
Step 2: Optimization - Making It Work Once your campaign is live, optimization is critical based on performance metrics.
Step 2.1: Day 1
Avoid making major adjustments. Observe and identify the ad with the lowest CP3s (Cost per 3-Second Video View).
Step 2.2: Day 2
Continue to monitor ad performance.
Step 2.3: Day 3 (Creative Metrics Benchmark)
Focus on CP3s: Aim for less than $0.08.
Prioritize hooks: Analyze competitor keywords and language, create unique hooks, and include compelling CTAs.
AWT (Average Watch Time) should be at least 10% of your total ad length.
Define a lead benchmark based on your testing.
Step 2.4: Scaling and Reworking
Scale ads by 20% of the daily budget (Facebook) if they meet or exceed benchmarks.
If ads perform below benchmarks, rework creative elements.
Step 3: Budget Allocation - 80:20 Rule Distribute your budget as follows:
Allocate 20% of your total monthly ad spend to test new opportunities.
Dedicate 80% of your total monthly ad spend to scaling your proven campaigns.
Step 4: Making Ads Look Like Content Tailor the appearance of your ads to match the platform:
On Facebook, create thumb-stopping hooks.
On YouTube, convey your offer, brand, and message within the first 5 to 15 seconds.
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