/campaign-architecture

name: campaign-architecture
description: Use when structuring paid media campaigns/ad sets to balance testing,
  delivery, and optimization constraints.

Campaign Architecture Patterns Skill

When to Use

• Designing new campaigns across multiple platforms.
• Reorganizing accounts bloated with overlapping audiences or learning-phase resets.
• Planning test cells to isolate variables (audience, creative, bidding).

Framework

1. **Objective Alignment** – match campaign objective to business KPIs + conversion events. 2. **Hierarchical Testing** – campaign = goal, ad set = audience/bid, ad = creative variant. 3. **Budget Strategy** – CBO vs ABO, pacing guardrails, flighting. 4. **Signal Quality** – ensure each ad set receives enough conversions/week. 5. **Lifecycle Coverage** – separate prospecting, retargeting, and customer expansion streams.

Templates

• Naming convention guide (Channel_CampaignGoal_Audience_TestID).
• Funnel coverage matrix (stage vs channel vs messaging).
• Test design brief (variable, hypothesis, metric, sample size, duration).

Tips

• Limit active tests to preserve learning phase stability.
• Centralize exclusions (existing customers, employees, low-LTV segments).
• Archive underperforming structures monthly to maintain account health.

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