Chapter 3

Am I scaling on data, or on excitement?

Tôi tăng ngân sách vì số liệu, hay vì phấn khích?

The chapter's question

Have I written down my rules for scaling up and stopping?

Big idea

Rules written in advance save you from decisions made in excitement or panic.

In this chapter

  1. Part 3.1

    How Big a Step

    By what percentage do I raise the budget each time?

  2. Part 3.2

    The Kill Threshold

    At what point do I switch a campaign off?

  3. Part 3.3

    How Long Before Judging

    How many days or how many conversions are enough?

  4. Part 3.4

    Who Decides

    Who decides to raise or lower spend, and where is it recorded?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of The Ad Budget is free to read right here.

Read in Conan School

Chapters of The Ad Budget

  1. 1.Is the approved budget what I should spend?
  2. 2.Who is the ad platform really optimizing for?
  3. 3.Am I scaling on data, or on excitement?
  4. 4.Does targeting matter more than what the ad says?
  5. 5.Are my customers mine, or rented by the month?