32 lines
1.3 KiB
Markdown
32 lines
1.3 KiB
Markdown
---
|
||
name: campaign-architecture
|
||
description: Use when structuring paid media campaigns/ad sets to balance testing,
|
||
delivery, and optimization constraints.
|
||
---
|
||
|
||
# Campaign Architecture Patterns Skill
|
||
|
||
## When to Use
|
||
- Designing new campaigns across multiple platforms.
|
||
- Reorganizing accounts bloated with overlapping audiences or learning-phase resets.
|
||
- Planning test cells to isolate variables (audience, creative, bidding).
|
||
|
||
## Framework
|
||
1. **Objective Alignment** – match campaign objective to business KPIs + conversion events.
|
||
2. **Hierarchical Testing** – campaign = goal, ad set = audience/bid, ad = creative variant.
|
||
3. **Budget Strategy** – CBO vs ABO, pacing guardrails, flighting.
|
||
4. **Signal Quality** – ensure each ad set receives enough conversions/week.
|
||
5. **Lifecycle Coverage** – separate prospecting, retargeting, and customer expansion streams.
|
||
|
||
## Templates
|
||
- Naming convention guide (Channel_CampaignGoal_Audience_TestID).
|
||
- Funnel coverage matrix (stage vs channel vs messaging).
|
||
- Test design brief (variable, hypothesis, metric, sample size, duration).
|
||
|
||
## Tips
|
||
- Limit active tests to preserve learning phase stability.
|
||
- Centralize exclusions (existing customers, employees, low-LTV segments).
|
||
- Archive underperforming structures monthly to maintain account health.
|
||
|
||
---
|