Bidding strategy skills: 12 playbooks

• Allocate Budget Across Campaigns

  Turns growth and efficiency goals into concrete daily budgets per campaign: computes the monthly spend floor from the goal math (target volume times target cost, or target revenue over target ROAS), stress-tests that…

  ↓allocate-budget-across-campaigns.md · 8 KB
• Calculate CPA / ROAS / Profit-Based Bid Targets

  Derives defensible CPA, ROAS, or profit-per-spend targets from the account's real unit economics: compute the breakeven point where ad spend consumes all gross profit, pick how much of that profit the business is…

  ↓calculate-bid-targets.md · 8 KB
• Resolve Budget-Limited Campaigns

  Diagnoses and resolves a campaign pinned against its daily budget.

  ↓handle-budget-limited-campaigns.md · 8 KB
• Migrate from Manual CPC to Smart Bidding

  Moves a campaign off Manual CPC or Maximize Clicks onto automated conversion/value bidding without losing the performance the manual setup earned.

  ↓migrate-from-manual-to-smart-bidding.md · 9 KB
• Bid Strategy Health Check and Maintenance

  The recurring six-part checkup for every active bid strategy in the account: learning status (hold flags on anything still calibrating), conversion-volume sufficiency against per-strategy thresholds, target-vs-actual…

  ↓monitor-and-maintain-bid-strategy-health.md · 10 KB
• Optimize the Ad Schedule

  Finds which hours and weekdays convert at acceptable cost and shifts spend into them: builds an hour-by-day performance matrix from 30-60 days of data, classifies each slot by deviation from the campaign average, then…

  ↓optimize-ad-schedule.md · 8 KB
• Optimize Segment Bid Modifiers (Manual CPC)

  The segment-level bid tuning pass for Manual CPC campaigns: exports device, location, schedule, audience, and demographic performance, flags segments deviating 30%+ from the campaign average on data that clears minimum…

  ↓optimize-bid-modifiers.md · 8 KB
• Scale Bids and Budgets Toward the Profit Optimum

  Pushes a stable campaign or portfolio beyond its current plateau by locating the net-profit optimum on the target/volume curve and moving toward it deliberately, via a 50/50 experiment for big moves or 10-15%…

  ↓scale-bids-and-budgets.md · 8 KB
• Select an Initial Bidding Strategy

  Picks the right initial bid strategy for a campaign by crossing three inputs: the optimization objective (visibility, traffic, conversions, or value), the account's measured conversion volume for that campaign type,…

  ↓select-a-bidding-strategy.md · 8 KB
• Configure Conversion-Volume Bidding (Maximize Conversions / Target CPA)

  Configures a campaign to run on Maximize Conversions or Target CPA and shepherds it through the learning period to stable performance.

  ↓set-up-conversion-based-bidding.md · 9 KB
• Pool Campaigns Under a Portfolio Bid Strategy

  Builds a portfolio bid strategy that pools conversion data across several campaigns sharing one efficiency goal, optionally pairing it with a shared budget and a carefully-bounded CPC ceiling.

  ↓set-up-portfolio-bid-strategies.md · 9 KB
• Configure Value-Based Bidding (Max Conversion Value / tROAS / Profit-Valued)

  Configures bidding that optimizes conversion VALUE rather than conversion count: Maximize Conversion Value or Target ROAS on revenue data, profit-valued bidding once margin data flows into the conversion, and an…

  ↓set-up-value-based-bidding.md · 10 KB

Related