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paid acquisition systems

Stacked optical filters over campaign tiles: a wide placement block, a partial customer-list stencil, and a separate new-customer bidding dial with an incomplete overlay.

Paid acquisition systems

Should you exclude existing customers from PMax, and where should the lists live?

First-party exclusions in Performance Max and account-level placement lists do different jobs. Use the new-customer goal for lifecycle, keep shared inventory hygiene at account level, and verify Demand Gen and YouTube rather than assuming the same switch travels.

Eddie Cheng24 August 202614 min

Four-rung diagnostic ladder holding CPM tape, a match-quality dial, a frequency heatmap and stacked near-identical ad frames, with unused boards at the foot.

Paid acquisition systems

How many new Meta creatives do you actually need each month?

Rotation is an output of diagnosis, not a monthly quota. Separate auction inflation, tracking, fatigue and library repetition, then size concept tests to what your spend can actually read.

Eddie Cheng24 August 202615 min