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)
