Test each video with $10-20, move winners to bigger campaigns, let the best 1-2 take 90%

Joseph ChoiMhm.

Ryan ThorpeUm, so how we would operate it, we we would do very basic sort of campaign scaling structure. We would have a level one campaign. Basically, every video would go in as like a separate ad set and we would test each video with, you know, $10 to $20. Every video effectively gets a fair whack at hitting the target metrics at that level one level.

Ryan ThorpeIf we see after one or two days, so maybe $20 to $40 of spend on that one video has shown promise, or we just shut it off really early after $5 or $10 spend, 'cause we know where it's going. Um if it then qualifies, it effectively graduates into a level two campaign. And in that level two campaign, it's ad sets again, or or a CBO campaign, you can kind of run both both in parallel. Um, and this is less amount of videos, but higher amount of spend.

Ryan ThorpeSo, you might be just having an ad set with four or five videos and $100 to $200, maybe even $500 um in that level two campaign. And again, TikTok is testing these videos now at a new level, at a new scale of spend trying to hit your same lower down the funnel metrics that you're targeting or top of funnel like downloads. Eventually, one or two, you know, rise to the top.

Joseph ChoiMhm.

Ryan ThorpeSo, because once the campaign is moving, and and you know, TikTok has learned that this video works well with this audience and you keep getting the results, there's no point turning it off. So, you might get to a point where you just have the same video running at level one, level two, and level three just at different scale spends.

Ryan ThorpeThat was effectively the model. Very simple. Again, we were a really small team. It was basically me, a media buyer, and a head of content to manage all the creators. So, the simpler, the better.

Joseph ChoiThat sounds like a lot of creators, though, because you you say that you would put all the ads in in one ad set and spend $20 each. And then, only the ones that work you would graduate to level two, and then only the ones that work there you graduate to level three. So, you must start with a lot of ads to begin with. But in order for it to even reach level one, you said it has to get 10,000 views organically, right?