Media Buying Architecture
High-velocity programmatic media across Meta and Google. Creative is the targeting engine — data consolidation is the force multiplier.
Meta Ads Campaign Architecture
Meta's Andromeda framework uses creative assets — visual composition, voice transcriptions, ad copy — as the definitive targeting engine. Minimize campaign footprint; maximize data saturation per campaign.
- Isolate one concept per ad set: 1 Persona + 1 Creative Angle + 1 Offer Structure.
- Run 3–15 creative elements per ad set to generate statistically meaningful signal.
- Strictly exclude all existing purchasers and past 90-day engaged users.
- Never mix concepts — fractured data breaks the optimization loop.
- Pause assets exceeding 3–5× Target CPA with ≤1 conversion attribution.
- Manually inject proven Post IDs from winning Testing Core ad sets.
- Enforce minimum spend floors on proven scale elements.
- Keep 40% of total budget fully liquid for algorithmic re-allocation.
- Do NOT modify or pause the original winning testing set after copying.
- If asset hits Target CPA with ≥3 conversions → copy Post ID immediately.
- Limit audience strictly to active past buyers only.
- Cap maximum ad frequency below 7 impressions per user per month.
- Prevent budget cannibalization of cold acquisition campaigns.
- Do not include engaged non-purchasers — separate retargeting from nurture.
- Monitor share of wallet vs. new-customer spend ratio weekly.
Every ad set must match exactly one isolated core concept: 1 Persona + 1 Creative Angle + 1 Offer Structure. Mixing concepts fractures attribution data and breaks the algorithmic optimization loop permanently.
Google Ads Feeder Ecosystem
PMAX inflates reported ROAS by absorbing warm organic and brand-search traffic. Maintain strict two-tier architecture so Standard Shopping feeds the funnel and PMAX only closes bottom-of-funnel intent.
Forces the algorithm to scale wide across ultra-low-cost, high-intent cold search volume. Captures buyers at the earliest discovery stage. Budget here feeds the funnel top.
- Low target ROAS forces broad, cheap traffic discovery.
- Optimizes for impression share at auction boundaries.
- Monitor search term report weekly; add negative matches aggressively.
Positioned exclusively as a high-efficiency bottom-of-funnel transaction closer. Only captures demand that Standard Shopping already warmed. Never let PMAX cannibalize branded or organic traffic.
- Set high ROAS target to restrict spend to warm, high-intent signals.
- Maintain exhaustive negative keyword lists across all match types.
- Add explicit Brand Exclusion lists to protect organic search channels.
Google Merchant Center Title Format
GMC ranks placements heavily by title phrasing. Overhaul all product titles from generic setups to this exact format: