Campaign Architecture

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.