Launch Guidance

We recommend setting up campaign launches with 5-6 videos and 1-2 HTML End Cards

How to Set CPP and ROAS Goals at launch?

  • We recommend you set very achievable goals aimed at new customer acquisition at the beginning of your campaign to allow the model more latitude to sample widely and spend to gather purchases.
  • We see models scale up with more consistent performance once they are collecting at least 10-15 purchases a day, so calibrate your budget accordingly depending on your AOV
  • We can slightly tighten the goals over time to achieve what you'd want to spend at greater scale

Which Products to Advertise?

Hero SKUs
  • If a single SKU is greater than 30% of sales - we recommend you launch with videos and end cards that will focus on that hero SKU to build up as many purchases as possible during the initial testing period
  • After the campaign is scaled for the initial product, then we can add additional products and categories
Multi-SKU brands
  • If you have many SKUs with no hero that makes up a substantial part of your sales - please send top videos in general and 9x16 end cards that can pair with all products

Which Videos to Use?

  • We start each campaign with at least 5 videos
  • Take advantage of Rewarded 30-60 second un-skippable ad opportunities with longer ads; 60 seconds is the maximum length for all videos
  • Use your top performing videos from other platforms
  • Add legible subtitles on all video ads given the majority of traffic is sound off
  • Best performing themes include - highly visual before and after, strong hook in the first 5 seconds, convincing list of reasons why to buy the product

How to Create Strong End Cards?

  • HTML End Cards appear after each ad and are non-skippable for 3-10 seconds
  • Example successful HTML end cards can be found  here 
  • End cards make up around 50%+ of the CTR of a creative set and are very important to increasing engagement with your ads
  •  HTML End Card Generator 
  • Simple tool that allows you to create EC concepts easily. We suggest you use your top 9x16 statics as the Background Image and add a CTA
  • Exported HTMLs can be tested with the  Playable Preview tool  and then uploaded into Creative Sets

Landing URLs

You can generally choose the landing URLs that have performed best on other channels. We find all kinds of landing URLs work well, including funnels and quizes