Meta Ads SOPs

Scaling & Killing Framework

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Creative Testing Framework

Naming Conventions

Campaign Names

Stage#_StageName_NameOfCamp_AddtlContext_OptimGoal_AddtlOptimInfo?_BudgetType_FFG_Date

S4_Prospecting_FathersDay_25OffPromo_DCO_oPurchase_ROAS_CBO_FFG_06.12.24

Stage#:

S0 = OptimizationTesting = Bid Cap / Cost Cap etc. (anything related to what Meta Optimizes for)

S1 = Engagement Related Ads (Post Engagement or Video Views)

S2 = AudienceTesting - Comparing & finding new audiences + leveraging LAA / Single Interest / Interest Stack / Broad / Adv+

S3 = CreativeTesting - oATC or oIC | ABO | Spend to 2-3x AOV or 10k impression+

Videos - ABO with regular ad setup = 1 asset, 1 Headline, 1 Primary text

Statics - ABO with DCO = 3 images, 2 Headlines, 2 Primary texts

S4 = Prospecting or Scaling Campaigns

1 Regular CBO to best audiences & best ads + layer in ads from S3 into here via post ID

Creative mix is important here per ad set

1 Adv+ to Adv+ audience + layer in ads from S3 into here via post ID

S5 = Retargeting to All Intent but No Purchase - Only used to send a specific message to these potential customers

S6 = Remarketing - Past Purchasers

StageName: Underlined Names above

NameOfCamp: BlackFriday / FathersDay / MariposaFocus

AddtlContext: DCO / Adv+ / DPA / Confect etc.

OptimGoal: oATC / oPurchase / oLead etc.

AddtlOptimInfo?: CC (Cost Cap) / BC (BidCap) / ROAS / CPA etc.

BudgetType: ABO or CBO

FFG: Always include so we can differentiate our campaigns from others

Date: Date of Launch - Month/Day/Year - 05/01/2024

Adset Names

StageName_AdsetDifferentiation_AudienceTargeting_DCO?_AddtlOptimInfo?_Destination

StageName: Underlined Names above

AdsetDifferentiation: What differentiates the adsets between themselves, think content, product focus etc

AudienceTargeting: What audience targeting we are using

DCO?

If Ad Set is DCO insert _DCO_ into the Ad Name

If it is not do not insert anything

AddtlOptimInfo?: If using Cost Cap (CC) note it’s value - CC50 or Bid Cap (BC) - BC3

Destination

Homepage

CollectionPage

PDP

Ad Names

TypeOfCreative_DCO?_NameOfCreative_CopyApproach_Var#_CTA_Destination

TypeOfCreative:

Static

Carousel_AmountOfImages

AmountOfImages (How many images are in the carousel)

2-6

Video_TypeOfVideo_Length

Type of Video (UGC, Produced, GIF, etc)

UGC

Video_UGC_CreatorName or Platform

Video_UGC_Billo

Video_UGC_KimK

Produced

GIF

Length (Length of the video in seconds - should be the actual time if cropped in platform)

15s

30s

60s

DPA

DPA_Confect-Variant

DPA_Confect-Control

DPA_Confect-CreativeTemplate

DCO?

If Ad Set is DCO insert _DCO_ into the Ad Name

If it is not do not insert anything

NameOfCreative

2 -3 words describing the Creative

ex. RelaxUnwind

ex. TranquilMom

2-3 words describing the Product or Focus of Creative

YogiboMax

DeliverDrivers

Mariposa

CopyApproach_Variation#

ContentSpecific

Promo

Brand_TypeOfBrandCopy

Evergreen

BrandPillar_NameOfPillar

Comfort

Adaptability

etc

Angle_NameOfAngle

Competitors

Reviews

etc.

CTA

Learn More

Shop Now

etc.

Destination

Homepage

CollectionPage

PDP

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