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MEDIA BUYER
MIND SHIFT

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TESTING STRATEGIES
SESSION OUTLINE
TESTING MINDSET
(STRATEGY - PRODUCT - AUDIENCE - CREATIVE)

AUDIENCE & OVERLAPPING

1. WHAT IS POCKET OF AUDIENCE (ABEDO)
2. WHEN DOES THE POCKET OF THE AUDIENCE CHANGE? (ABEDO)
3. IS OVERLAPPING IMPORTANT? (ABEDO)
4. STACK - FLEX - BROAD

BUDGET OPITMIZATION
1. DIFF. ABO & CBO (PROS & CONS)

CAMPAIGN OBJECTIVES
1. DIFFERENCE BETWEEN OBJECTIVES
2. SEPARATE CAMPAIGNS (DON’T PUT EVERYTHING IN ONE CAMPAIGN)
3. ATTRIBUTION WINDOW

OPTIMIZATION
1. OPTIMIZATION ACCOUNT ON CAMPAIGN LEVEL
2. OPTIMIZATION CAMPAIGN ON ADSET LEVEL
SESSION OUTLINE
TETSING STRATEGIES
1.
2.
3.
4.
5.
6.
7.
8.
9.

WHEN TO USE EACH STRATEGY

TESTING FLOW DIAGRAM
Testing
Mindset
3 *
CREATIVE STRATEGY

1 2
PRODUCT AUDIENCE
CONCEPTS
YOU
SHOULD
KNOW
AUDIENCE &
OVERLAPPING
WHAT IS POCKET OF AUDIENCE?
WHEN DOES THE POCKET OF THE AUDIENCE
CHANGE?
IS OVERLAPPING IMPORTANT?
BROAD - STACK - FLEX (NARROW)
CONCEPTS
YOU
SHOULD
KNOW
BUDGET
OPTIMIZATION
DIFF. ABO & CBO (PROS & CONS)

ABO (ADSET BUDGET OPTIMIZATION)

CONTROLLED
PROs COST EFFECTIVE

NOT EFFECTIVE IN
CONs SPENDING HIGH BUDGET
DIFF. ABO & CBO (PROS & CONS)
CBO (CAMPAIGN BUDGET OPTIMIZATION)

PROs BETTER IN SPENDING HIGH

BUDGET

FLEXIBILITY TO SWITCH POCKET

OF AUDIENCES

CONs BURNING BUDGET ON WRONG

ADSETS
CONCEPTS
YOU
SHOULD
KNOW
CAMPAIGN
OBJECTIVES
DIFFERENCE BETWEEN OBJECTIVES

USE SEPARATE CAMPAIGNS

ATTRIBUTION WINDOWS
CONCEPTS
YOU
SHOULD
KNOW

OPTIMIZATION
OPTIMIZATION ACCOUNT ON CAMPAIGN LEVEL

OPTIMIZATION CAMPAIGN ON ADSET LEVEL

Testing
Strategies
 STRATEGY 1
ACT LIKE A NOOB

CREATIVE
STRUCTURE
1 CAMPAIGN - ABO
1 ADSET (BROAD)
1 AD
BUDGET
AUDIENCE
PRODUCT AUDIENCE
180 LE
 STRATEGY 2
SMALL FARM

CREATIVE
STRUCTURE
1 CAMPAIGN - ABO
5-7 ADSETS (SINGLE INTERESTS)
1-3 ADS
BUDGET
AUDIENCE
PRODUCT AUDIENCE
100 LE/ADSET
STRATEGY 3
AC
 STRATEGY 3
ASSASSIN'S CREED
STRUCTURE
1 CAMPAIGN - ABO
3-5 ADSETS (INTERESTS) CREATIVE
1-3 ADS
BUDGET 180 LE/ADSET

3 CAMPAIGN - CBO
3-5 ADSETS (INTERESTS)
1-3 ADS
BUDGET 300 LE/CAMPAIGN AUDIENCE
PRODUCT AUDIENCE
 STRATEGY 4
SA
STRUCTURE
1 CAMPAIGN - CBO
1 ADSET (BROAD) AUDIENCE
CREATIVE
DYNAMIC CREATIVE

BUDGET
180 LE/CAMPAIGN
PRODUCT AUDIENCE
 STRATEGY 5
SMALL FARM - DY

STRUCTURE AUDIENCE
CREATIVE
1 CAMPAIGN - ABO
15 ADSETS (SINGLE - LLA)
DYNAMIC CREATIVE

BUDGET
PRODUCT AUDIENCE
60 -100 LE/ADSET
 STRATEGY 6
CBO FARM - DY

STRUCTURE AUDIENCE
CREATIVE
1 CAMPAIGN - CBO
15 ADSETS - STACK BASED
DYNAMIC CREATIVE
MIN. BUDGET SPEND 20 LE

BUDGET
PRODUCT AUDIENCE
1000 -1500 LE/CAMPAIGN
 STRATEGY 7
STRUCTURE P5
1 CAMPAIGN - CBO
5 ADSETS
- BROAD AUDIENCE
CREATIVE
- INTERESTS (STACK)
- INTERESTS 2 (STACK)
- LLAS
- RETARGET
DYNAMIC CREATIVE

BUDGET
PRODUCT
AUDIENCE
CREATIVE AUDIENCE
500 LE/CAMPAIGN
 STRATEGY 8
STRUCTURE PS4
1 CAMPAIGN - CBO
4 ADSETS
- BROAD AUDIENCE
CREATIVE
- INTERESTS 1
- INTERESTS 2
- LLAS
DYNAMIC CREATIVE

BUDGET
PRODUCT
AUDIENCE
CREATIVE AUDIENCE
500 LE/CAMPAIGN
 STRATEGY 9
CBO FARM - EX POST

STRUCTURE CREATIVE
1 CAMPAIGN - CBO
15 ADSETS - STACK BASED
EXISTING POST
MIN. BUDGET SPEND 20 LE

BUDGET
PRODUCT AUDIENCE
800 -1000 LE/CAMPAIGN
 STRATEGY 10
ABO FARM - EX POST

STRUCTURE CREATIVE
1 CAMPAIGN - ABO
30 ADSETS - SINGLE INTERESTS
EXISTING POST
1 DAY CLICK

BUDGET
PRODUCT AUDIENCE
30-50 LE/ADSET
WHEN TO
USE THE
RIGHT
STRATEGY
 STRATEGY 1
ACT LIKE A NOOB
STRATEGY 2
CREATIVE
SMALL FARM
STRATEGY 3
ASSASSIN'S CREED

AUDIENCE
STRATEGY 7
AUDIENCE
PRODUCT
P5
STRATEGY 8
PS4
 STRATEGY 2 STRATEGY 9
SMALL FARM CBO FARM - EX POST
STRATEGY 3 STRATEGY 10
CREATIVE ASSASSIN'S CREED ABO FARM - EX POST
STRATEGY 5
SMALL FARM - DY
STRATEGY 6
CBO FARM - DY
PRODUCT AUDIENCE
PRODUCT
AUDIENCE STRATEGY 7
P5
STRATEGY 8
PS4
 STRATEGY 4
SA
STRATEGY 5
AUDIENCE
CREATIVE SMALL FARM - DY
STRATEGY 6
CBO FARM - DY
STRATEGY 7
P5
PRODUCT AUDIENCE STRATEGY 8
PS4
STRATEGY
FLOW
DIAGRAM
TETSING WILL IT
MINDSET STOP?