@ritesh_shridhar

What they said

Credential up front: 8 years in ecom. The 16 rules in spoken order:

1. 3-5 ads per ad set.
2. 5-10 new creatives every week.
3. 1 campaign, 1 offer.
4. Go broad always (on-screen: "go broad always first").
5. Creative is the new targeting.
6. Creative mix: 70% UGC, 20% static, 10% carousel.
7. 1 angle per ad set.
8. Judge after 2-3k spend (on-screen "2k to 3k").
9. Kill anything above 2x CPA.
10. CTR under 1% = you need new creatives.
11. Scale winners by 20% every 2-3 days.
12. Duplicate, don't edit your winners.
13. Exclude buyers from prospecting.
14. Know your breakeven ROAS before you run ads.
15. Check RTO before you celebrate ROAS.
16. Fix your damn website before you scale ads.

Try this

• Ecommerce advertisers: Turn the 16 rules into a pre-launch checklist: 3 to 5 ads per ad set, one offer per campaign, one angle per ad set, and broad targeting first.
• Anyone judging results: Wait for 2 to 3k of spend before deciding. Kill anything above 2x your target CPA, and treat CTR under 1% as a sign you need new creative.
• Scaling: Raise budgets on winners by about 20% every 2 to 3 days, and duplicate winners instead of editing them. Exclude past buyers from prospecting.
• Cash-on-delivery sellers: Work out your breakeven ROAS including returns, check the return-to-origin rate before calling an ad a winner, and fix your website before adding spend.
• Creative planning: Aim for 5 to 10 new creatives a week. The 70% UGC, 20% static, 10% carousel mix suits volume products, so adjust it for premium or visual goods.
• Creators and agencies: A fast listicle with a screenshot-worthy caption is a format you can shoot in one take.

Links

None named. Concepts: Meta Ads Manager, CPA, ROAS, RTO (return to origin, India COD returns).