Account Structure
Adding qualification questions without losing every response
Choose qualification questions that change the next action, fit platform limits and help produce usable enquiries.
Desk
Accounts Desk
Explains how social accounts are built and organised for reliable delivery.
Audience Targeting
Assessing whether a new region has enough demand
Screen an Australian region using fulfilment, business records, population, search interest and platform estimates before a bounded paid social trial.
Account Structure
Auditing an account after an agency handover
Check ownership, partner access, spend, live ads, change history and reporting continuity after a paid social agency handover.
Account Structure
Avoiding repeated budget changes before enough evidence accumulates
Set protective triggers and review dates so repeated paid social budget edits do not obscure delivery and business evidence.
Audience Targeting
Broad targeting versus interest-based audiences
Compare broad and interest-based paid social audiences by hypothesis, platform controls and useful business outcomes, with Australian advertiser examples.
Audience Targeting
Configuring TikTok purchaser exclusions and audience refresh
Build a TikTok purchaser audience from website events or a customer file, apply it under Exclude audience, maintain refresh and check size and assignment.
Account Structure
Checking mobile page friction before changing targeting
Inspect paid social mobile page access, loading, controls and form friction before editing audience targeting.
Account Structure
Checking permission to advertise from a creator identity
Confirm the agreed paid use, exact creator post or account permission, ad account and period before advertising from a creator identity.
Catalogues
Checking product feed fields before a catalogue launch
Audit product IDs, links, images, prices and availability against live pages, then check the platform's import and item diagnostics.
Audience Targeting
Checking whether a lookalike source represents valuable customers
Audit a lookalike source for confirmed customer value, recency, geography and platform eligibility before using it for acquisition.
Account Structure
Choosing a paid social objective before selecting placements
Choose a paid social objective from the action you need, check the optimisation goal, then assess eligible placements and the customer journey.
Audience Targeting
Choosing a retargeting window from the purchase cycle
A retargeting window is the time a past action remains eligible for a reminder. Choose it from the buyer's decision period, not from the longest setting a platform …
Audience Targeting
Detecting retargeting saturation in a small audience
When a retargeting audience is small, the same people can receive many ads quickly. A high frequency figure is a warning to investigate, not proof of irritation or …
Account Structure
Diagnosing a campaign that spends too slowly
Check status, caps, billing, schedule, audience and bids before increasing a slow-spending paid social campaign's budget.
Account Structure
Grouping campaigns by objective rather than every audience variation
Decide when audience variations belong in one paid social campaign, a separate ad set or a separate campaign.
Catalogues
Grouping catalogue products by margin and availability
Define margin and saleability rules for catalogue product groups, then check feed labels and the resulting product sets.
Catalogues
Keeping out-of-stock products out of dynamic ads
Trace stock changes from the store to the catalogue and product selection, then pause affected ads when a correction cannot be confirmed.
Account Structure
Naming ad sets so budget decisions remain understandable
Build concise ad set names that identify each group's job without implying a budget control the platform does not provide.
Account Structure
Paid social account and campaign structure
Organise paid social campaigns, ad sets and account access around clear jobs, real budget controls and decisions the team can review.
Audience Targeting
Paid social audience targeting
Choose paid social audiences from eligibility, reliable signals and business outcomes. Understand broad, interest, customer and similar audiences and their limits.
Account Structure
Paid social budgets and campaign pacing
Set an affordable paid social budget, choose a suitable spend control and review pacing against business outcomes.
Account Structure
Paid social product catalogue campaigns
Plan a product catalogue campaign around accurate item data, eligible products, event matching and checks before and after launch.
Account Structure
Preparing account access before an agency starts work
List the assets an agency needs, assign suitable permissions and verify access before paid social work begins.
Audience Targeting
Retargeting through social advertising
Social retargeting can return an eligible visitor to a product they considered, but an observed visit is not permission to infer identity, purchase intent or a …
Account Structure
Routing social ad leads while they are still relevant
Set a clear route from social lead form to an owner, verify delivery and keep unassigned enquiries visible.
Account Structure
Scaling paid social campaigns
A framework for scaling paid social through budget, creative and regional expansion while checking the cost and value of added customers.
Audience Targeting
Separating product viewers from abandoned checkouts
A product view and a started checkout are different steps. Combining them into one retargeting audience can lead to a message that assumes a visitor almost bought …
Audience Targeting
Separating prospecting from retargeting campaigns
Decide when prospecting and retargeting need separate campaigns, define their roles and check audience, overlap and reporting limits.
Account Structure
Setting a test budget around an acceptable loss
Work back from an affordable loss to set a paid social test ceiling, check platform minimums and define when further spend needs approval.
Account Structure
Social advertising policy and brand checks
A practical approval workflow for Australian social ads: check claims, brand identity, creator permission, platform rules and the destination before submission.
Account Structure
Social lead generation ads
Plan social lead generation ads around a clear enquiry, suitable form, reliable follow-up and qualified outcomes.
Audience Targeting
Suppressing customers after a resolved purchase
An acquisition reminder shown after a purchase can waste spend and confuse a customer. Use a completed-purchase event to remove observed buyers from that reminder …