In the last 5 years I coached multiple high level advertisers and did consulting sessions for 8 figure brands.

Just recently I created a coaching program for the Europes's #2 fastest growing startup Kilo Health to level up their media buyers.

Most media buyers have the same questions.

Let me answer them once and for all.

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Question 1: How to come up with new ideas for creatives?

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If you work with a brand which is generating below $25M/year revenue then focus on copying indirect competitors.

Go beyond your direct competition and copy creatives from niches which are not related to yours.

If the brand is doing over $25M/year then research your ICP in places like:

- Amazon

- Reddit

Then, also:

- Send post purchase surveys

- Interview customers

Consolidate answers and create briefs which target specific pain points.

Instead of doing a general targeting approach, focus on one pain point at a time, then test different formats.

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Question 2: How do you come up with new setup ideas to test?

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Create a testing variable cheatsheet the next time you start scaling.

Come up with as many things you can test and then track them.

Some examples of what variables you can include:

- Attribution setting

- Bid setting

- Placement

- Country targeting

Even if you take only these 4 variables, you can come up with over 20 setup variations to test.

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Question 3: What's the best way to scale the budget?

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There are two ways to scale:

- Vertically

- Horizontally

Scaling is a consequence of testing.

First focus on testing creatives in a controlled ABO environment and then scale the budget vertically once you find a winner.

Once you start scaling vertically then increase the budget by duplicating an ad set with different setups from the cheatsheet.

The ultimate goal of every account is consolidation.

Consolidation = having as few campaigns possible with the budget focus on the best assets.

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Question 4: What's the best way to test creatives?

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There are multiple ways to test creative, but you have to think about a couple of things:

- What's the most controlled way to test creative?

- How to maximize efficiency?

The most common way to test creative is ABO. It's the campaign type which gives the most control to make it a fair test.

It's best to test everything on ABO, but keep this in mind:

- Starting testing budget at least 1x CPA

- Test in batches of 3-4 creatives

- Kill ads early if they don't get a checkout

- Don't overthink about secondary metrics

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Question 5: What's the best way to improve as a media buyer?

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Advertising is a high paced environment where it's hard to keep up.

Big brands have an advantage because knowledge = data.

There are 4 ways to improve your skill:

- Leverage free resources online from authority figures

- Work for the best people in the market

- Buy courses and apply advice instantly

- Get a coach

That's it for today.

Which question is the most relevant to you?

Leave it below and I will cover it in my next newsletter!

Deividas

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