(3) Media Buying: Estructura de Ad Account

(3) Media Buying: Estructura de Ad Account

1. Qué cambia con Andromeda
2. Naming
   
3. Ad Account Structure: Inicio - 21 nov
4. Ad Account Structure: 21-24 nov
5. Ad Account Structure: 24-28 nov
6. Ad Account Structure: 29nov-1dic
   
7. 500€/day account setup
8. 2,000€/day account setup
9. 5,00€/day account setup
10. >10,000€/day account setup

¿Qué cambia con Andromeda?

Antes:

• ABO Testing
• Poco budget por ad set
• 20-50 ad sets
• Foco en sacar 1 winner, y montar CBO con ese winner

Ahora, priorizamos diferente:

• Testeo orientado a montar “CBO Diversificada”
• Aprendizajes que busco en ABO:
  A nivel ad set: Comparar conceptos
  A nivel ad: tener más de 1 ad y entender cuál se lleva spend y por qué (Spend = Gana retrieval)
• Uso ABO para validar cosas ‘grandes’
  (más sobre esto en testing)
  
• Qué favorece Andromeda
• Simplificar: Menos campañas, data concentrada (así la calidad de las señales es mejor)
• Diversificación: Buscamos packs de creativos,
  CBO_(Joven)_(Antes/Después + P/S)
  CBO_(Antes/Después)_50+
  
  
  Before product, after product
  With, without
  What I ordered, what I got
  Before application, after
  
• Actividad, movimiento, frescura: ir añadiendo nuevos creativos, mover daily budget, seguir testeando, …
  

Naming

Por vuestra salud mental, meterle esfuerzo a la nomenclatura.

A nivel ad da palo, pero campaña y ad sets.

Evitar “CBO_scale - Copy”

Visualmente:

🌊 = Wave Surfing

🚀 = Scaling campaign

🧪 = ABO testing campaign

🔴 = Black Friday

Ad Account Structure: Inicio - 21 Noviembre

• Prioridad: encontrar winners BF
• Prioridad: montar CBOs evergreen

Ad Account Structure: Nov 21st - Nov 24th

• Prioridad: encontrar winners BF
• Prioridad: montar infraestructura de CBOs BF
• Prioridad: escalar y madurar CBOs evergreen

Ad Account Structure: Nov 24th - Nov 28th

• Prioridad: escalar y madurar CBOs BF
• Prioridad: escalar y madurar CBOs evergreen

Ad Account Structure: Nov 29th - Dec 1st

• Prioridad: Escalar todas las CBOs a muerte

Finales de octubre monto CBOs evergreen

21 nov: monto BF ABO

Nov 24, 25, 26: monto BF CBOs

29 nov ya es Black Friday

¿Qué error veis?

Ad Account Structure: From your start - Nov 21st

🧪 PRO_(Evergreen)_ABO_Testing

🚀 CBO_(Scaling)_(CreativeDiversification)_1

🚀 CBO_(Scaling)_(CreativeDiversification)_2

🚀 CBO_(Scaling)_(CreativeDiversification)_3

🧪 PRO_(BlackFriday)_ABO_Testing

Ad Account Structure: Nov 21st - Nov 24th

🧪 PRO_(Evergreen)_ABO_Testing [lower budget]

🚀 CBO_(Scaling)_(CreativeDiversification) [scale]

🧪 PRO_(BlackFriday)_ABO_Testing

🚀  CBO_(BlackFriday)_(MACRO diversification)_BidCap200

🚀  CBO_(BlackFriday)_(MACRO diversification)_CostCap50

🚀  CBO_(BlackFriday)_(avatar 2)_CostCap120

🚀  CBO_(BlackFriday)_(product category 1)

🚀  CBO_(BlackFriday)_(product category 2)

🚀  CBO_(BlackFriday)_(Dynamic Ads)

Ad Account Structure: Nov 24th - Nov 28th

🚀 CBO_(Scaling)_(CreativeDiversification) [scale]

🚀  CBO_(BlackFriday)_(MACRO diversification)_BidCap200

🚀  CBO_(BlackFriday)_(avatar 2)_CostCap120

🚀  CBO_(BlackFriday)_(product category 1)

🚀  CBO_(BlackFriday)_(Dynamic Ads)

Mantener activa si rinde bien:
🧪 PRO_(BlackFriday)_ABO_Testing

Ad Account Structure: Nov 29th - Dec 1st

🌊🚀 CBO_(Scaling)_(CreativeDiversification) [scale]

🌊🚀 CBO_(BlackFriday)_(MACRO diversification)_BidCap200

🌊🚀 CBO_(BlackFriday)_(avatar 2)_CostCap120

🌊🚀 CBO_(BlackFriday)_(product category 1)

🌊🚀 CBO_(BlackFriday)_(Dynamic Ads)

____________________

500€/day account setup

30€ 🧪 PRO_(Evergreen)_ABO_Testing [lower budget]

120€ 🚀 CBO_(Scaling)_(CreativeDiversification) [scale]

40€ 🧪 PRO_(BlackFriday)_ABO_Testing [lower budget]

130€  🚀 CBO_(BlackFriday)_(diversification)_BC200

140€ 🚀 CBO_(BlackFriday)_(product category 1)

40€ RETARGETING

2,000€/day account setup

100€ 🧪 PRO_(Evergreen)_ABO_Testing [lower budget]

400€ 🚀 CBO_(Scaling)_(CreativeDiversification) [scale]

100€ 🧪 PRO_(BlackFriday)_ABO_Testing [lower budget]

600€  🚀 CBO_(BlackFriday)_(diversification)_BC200

300€ 🚀 CBO_(BlackFriday)_(product category 1)

300€ 🚀 CBO_(BlackFriday)_(product category 2)

100€ RETARGETING

5,000€/day account setup

100€ 🧪 PRO_(Evergreen)_ABO_Testing [lower budget]

1,000€ 🚀 CBO_(Scaling)_(CreativeDiversification) [scale]

200€ 🧪 PRO_(BlackFriday)_ABO_Testing [lower budget]

700€  🚀 CBO_(BlackFriday)_(diversification)_BC200

1,200€ 🚀 CBO_(BlackFriday)_(product category 1)

800€ 🚀 CBO_(BlackFriday)_(product category 2)

1,000€ RETARGETING

>10,000€/day account setup

300€ 🧪 PRO_(Evergreen)_ABO_Testing [lower budget]

1,000€ 🚀 CBO_(Scaling)_(CreativeDiversification) [scale]

1,500€ 🚀 CBO_(Scaling)_(CreativeDiversification) [scale]

1,500€ 🚀 CBO_(Scaling)_(CreativeDiversification) [scale]
500€ RETARGETING EVERGREEN

400€ 🧪 PRO_(BlackFriday)_ABO_Testing [lower budget]

700€  🚀 CBO_(BlackFriday)_(diversification)_BC200

1,700€ 🚀 CBO_(BlackFriday)_(product category 1)

2,600€ 🚀 CBO_(BlackFriday)_(product category 2)

1,300€ 🚀 CBO_(BlackFriday)_(product category 2)

500€ RETARGETING Black Friday