Q&A from Q2 Workshop

Q&A from Q2 Workshop

• What’s the trigger to decide doing incremental attribution?
  “I’m not reaching new people”
  “My new audience ROAS is shit”
  “My broad prospecting campaigns spend a lot on RET”
  “My ROAS is 5, but incremental ROAS is <2.5”
  
  General ROAS will be lower, but the real goal is to have higher “New Audience Incremental ROAS"
  
• SLEEP -> Summer
  People get worse sleep due to heat and early sunrise
  Hot nights → Cooling
  Beauty angles
  
  If buyer is >55
  Summer = Worse sleep
  Low quality rest due to early sunrise
  
  Cooling Bedsheets
  
• ACCOUNT STRUCTURE
  ABO_Testing
  CBO_Scaling
  
  

• 300€ Week 7 CBO_(Testing) → Has exclusions
  [Exclude customer database and website visitors 90d]
  Ad set 1 (Winner with no min.spend)
  Ad set 2 (Winner with no min.spend)
  New Ad set 3 (Min spend is €50/day, max 75€) 1000 clicks
  New Ad set 4 (Min spend is €50/day, max 75€)
  New Ad set 5 (Min spend is €50/day, max 75€) 1 purchase ROAS 7
  New Ad set 6 (Min spend is €50/day, max 75€)
  
  If new ad set spends $200 → Decision
  Remove minspend and let the ad set join the winners
  Or turn off
  
• 2000€ Week 8 CBO_(Scaling) → NO exclusions
  Only winners
  

CBO Bias → An ad with more history tends to get more spend, not necessarily higher ROAS potential

• Every time I add a new ad set to the scaling campaign, I add 50-100€ in budget

R:

• Q2 → No seasons
• June school holidays → In may sell the product for June
  April: Traveling creative research & design
  May: Launch and scale travel angle
  June: people consume the product
  
• 5.5 (can be done from 3rd to 7th)
• 6.6 Sale (can be done from 3rd to 7th)
• 7.7 (can be done from 3rd to 7th)
  
• COST CAP
  Make it cleaner
  Cost cap test with a completely new ad
  → It doesn’t work
  Why? Can be the bidding or can be the creative
  
  Take the ad that last 30 days:
  Has >$500 in ad spend with OK ROAS