Campaign Structure

Campaign Structure Designer

Create optimal campaign architecture for testing and scaling.

Process

Step 1: Assess Offer and Budget

Offer Type Assessment

• VSL/long-form funnel → More controlled testing
• Lead gen/simple funnel → Can be more aggressive
• New offer → Need more testing budget
• Proven offer → Can scale faster

Budget Allocation

• Daily testing budget
• Target CPA/CPL
• Acceptable loss threshold
• Timeline to profitability

Step 2: Choose Structure Type

ABO Testing Structure (Recommended for Testing) Use when: Finding initial winners, testing new angles

Campaign: [Offer] Testing
├── Ad Set 1: [Concept A] - $X/day
│   ├── Ad 1: Hook variation 1
│   ├── Ad 2: Hook variation 2
│   └── Ad 3: Hook variation 3
├── Ad Set 2: [Concept B] - $X/day
│   ├── Ad 1...
...

CBO Scaling Structure Use when: Scaling proven winners

Campaign: [Offer] Scale - $X/day CBO
├── Ad Set 1: Winners Only
│   ├── Winner Ad 1
│   ├── Winner Ad 2
│   └── Winner Ad 3

2x2x3 Testing Method (Jason K)

• 2 Headlines
• 2 Ad texts
• 3 Images/faces = 12 ad variations testing copy combinations

Double Six Shooter (Jason K)

• 10-12 ad sets (different avatars)
• Same 10-12 images per ad set
• Large CBO with minimum spend per ad set
• Let Facebook find winning avatar + image combos

Step 3: Set Targeting Parameters

Testing Phase

• 2% Lookalike audiences (Jason K recommends)
• Mobile newsfeed only
• WiFi only (for VSL)

Scaling Phase

• 10% Lookalike (Jason K)
• All placements
• Broader audiences

Audience Sources

• Purchase lookalikes
• Add to cart lookalikes
• Email list lookalikes
• Page engagers (for exclusions)

Step 4: Define Budget Rules

Testing Budget

• Spend 1.5-2x target CPL before calling winner (Casto)
• Use initiate checkout as leading indicator (3x purchase data)
• Kill at threshold, don't hold hoping

Winner Criteria (Jason K)

• Doesn't lose more than once in 3 days
• Doesn't lose more than twice in 7 days
• Consistent performance, not just spikes

Scaling Budget

• 20% increases (safe)
• Can jump when hot, but risk breaking
• Spread across multiple ad accounts

Step 5: Output Campaign Blueprint

## CAMPAIGN STRUCTURE: [Offer Name]

### PHASE 1: INITIAL TESTING

**Campaign: [Offer] - ABO Test**
- Objective: Conversions
- Budget: $[X]/day per ad set
- Duration: [X] days minimum

**Ad Set Structure:**
| Ad Set | Concept | Targeting | Budget |
|--------|---------|-----------|--------|
| 1 | [Concept A] | 2% LAL | $X |
| 2 | [Concept B] | 2% LAL | $X |
| 3 | [Concept C] | 2% LAL | $X |

**Per Ad Set:**
- 5-10 ads per concept
- Mix of hooks/variations
- Mobile newsfeed only

**Kill Criteria:**
- CPL > [X] after $[spend]
- CPA > [X] after [conversions]

**Winner Criteria:**
- CPL < [target]
- Consistent 3+ days
- Scalable volume

---

### PHASE 2: WINNER VALIDATION

**Campaign: [Offer] - CBO Scale**
- Budget: $[X]/day CBO
- Winners only (3-5 ads)
- Scale in place initially

**Expansion:**
- Replicate to Ad Account 2
- Replicate to Ad Account 3
- De-risk across accounts

---

### PHASE 3: FULL SCALE

**Structure:**
- Multiple CBOs across accounts
- $10K max per CBO (avoid instability)
- Weekend campaigns (separate)
- Day-parting: 4AM-1PM Eastern (VSL)

**Targeting Expansion:**
- Move to 10% LAL
- Test broad
- All placements

---

### CREATIVE TESTING CADENCE

**Weekly:**
- 50-100 new creative variations
- New hooks on proven angles
- New angles on proven offers

**Monthly:**
- New concept batches
- Founder content refresh
- Seasonal angles

### TRACKING SETUP
- UTM structure: [Define]
- Conversion events: [List]
- Attribution window: [Setting]

Key Principles

From Casto:

• Broad targeting, let creative do targeting
• Use bid caps/cost caps when margins thin
• Spread across multiple ad accounts
• Build internal tools for launch automation

From Jason K:

• 2% LAL for testing, 10% for scaling
• Watch initiate checkouts (3x data)
• Day-part for VSL (turn off afternoon)
• Weekend campaigns with higher budgets
• Large CBO of winners is end goal

Source: Jason K, Casto (Meta-CastovsJasonK)