2 applied records from the paid layer, shown in full with their sources. They are part of a published sample of 74 of the library's 2,480 applied records; the rest are in Growth Operator and Pro.
MSGKB-V2-22-011-03 · vol 22, Paid Social Advertising
Creative testing
The media buyer runs creative tests by creating 3‑5 ad variations within an ad set. The manager tests one variable at a time: e.g., week 1: hook (question vs statement vs statistic); week 2: visual (lifestyle vs product vs UGC); week 3: offer (discount vs free shipping vs bundle). Each test runs for at least 3‑5 days or until 1,000+ impressions per creative. The manager uses Meta's dynamic creative to automatically test combinations. The winner is identified by CPA and ROAS, not just CTR. The manager documents learnings and builds a creative library of winning patterns. Testing is a continuous process; stop testing only when performance plateaus.
MSGKB-V2-23-010-03 · vol 23, Media Buying, Programmatic & Video
Media planning
A media planner starts by defining campaign objectives (SMART: specific, measurable, achievable, relevant, time-bound). The planner identifies the target audience: demographics, psychographics, media consumption habits. Channel selection is based on audience alignment: e.g., LinkedIn for B2B professionals, TikTok for Gen Z, TV for broad reach. Budget is allocated by channel using a combination of historical performance and forecasting. The planner creates a media schedule: launch dates, flighting, and seasonality adjustments. KPIs are set: reach, frequency, CPM, CPC, CPA, or ROAS. The plan is documented and shared with media buyers for execution. Throughout the campaign, the planner monitors performance against the plan, adjusting as needed. Post-campaign, the planner compiles a post-mortem: what worked, what didn't, and what to change next time.
