Paid Traffic From Scratch

About this book

Spending on advertising without understanding the structure underneath is the quickest way to burn a budget.

This guide builds the account from nothing, explains why each decision exists, and teaches you to read the figures that actually matter.

What you will learn

• Organise campaigns, ad sets and adverts without creating a mess
• Define audiences that do not bid against each other
• Write and test creative with a method behind it
• Read the metrics that point at profit rather than vanity
• Decide when to scale and when to switch something off

Contents

1. What to have in place before the first advert
2. An account structure that stays tidy
3. Audiences: cold, warm and hot
4. Creative: what to test first
5. The metrics that matter
6. Scaling without losing efficiency
7. The mistakes that cost the most

Specification