Getting started

By the end of this playbook, you will learn how to implement and run the most effective creative framework to scale your social ads (based on my experience 🙃).

The playbook focuses on testing your ad creatives on Meta Ads and TikTok Ads, since they are the main social channels that almost every app advertiser uses.

I personally called this framework SVS, which stands for “Stop, Validate, Scale.”

The SVS framework has four clear goals:

  1. Increase the expected winning rate
  2. Save money on low-performing ads
  3. Easy to maintain at scale
  4. Make you more money

The testing framework “SVS”

SVS is divided into three different phases: stop, validation, and scale. In this section, I will explain to you how each phase works and what you must do to make it work.

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Stop

The main objective of the stop-phase is to understand which ads the ad networks spend their money on first. The testing campaign (or campaigns, if you plan to have more than one) is where you will constantly upload your weekly/monthly testing batches.

The testing campaign must have the following conditions:

  1. Optimize for installs to get more signals with less budget.
  2. Keep it as broad as possible (don’t limit the audience or placements), and let the ad network find the right people for you.
  3. Apply a rule that pauses each ad when it hits 10,000 impressions.
  4. Depending on the number of creatives you deploy, stop the creative batch once 50% (adapt the percentage based on your needs and budget) of the creatives are paused by the automatic rule.