Method03
Buying is a calendar of spend.
How much, where, and how fast. The weekly review is the buying decision: keep, cut or move.
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01 · Frame
We start from the commercial goal, the margin, the markets and the season. A brief without a cost threshold is a wish. We also write down what we will not touch: markets, claims, inventory.
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02 · Split
The budget is cut by channel, geography and job in the funnel. Prospecting is not whatever is left after brand. Brand is not a line that gets forgotten.
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03 · Buy
Readable account structure, bids matched to volume, exclusions, and deals when the open auction can’t hold the quality. Naming is part of the work. If you can’t read the spend, you can’t steer it.
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04 · Hold
Pacing compares delivery with the plan, not with a marketplace average. Inventory quality and frequency are read in the same pass as cost. A cheap line with bad inventory does not stay.
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05 · Review
Once a week: what stays, what is cut, what moves. The decision is written. Next month inherits those choices.
Pace
What the review looks at.
Delivery against the plan, then the calls that follow.
Cumulative spend
Days 1 to 28. Grey is the plan. Red is delivery.
The red line finishes just under the plan. That gap is what the review is for, before anything is moved or left to run.
Thursday review
The calls from one week.
| Line | Call | Why |
|---|---|---|
| TikTok, prospecting | Keep | Cost inside the threshold, frequency 2.8 |
| Display, open auction | Cut | Viewability 41% |
| Search, brand | Keep | Impression share 92% |
| CTV, evening | Move | Frequency 7.1 |
Agenda
The same questions, every week.
- SpendActual against plan, by channel and campaign. The gap is read in money.
- ResultCost per result, and the volume behind it. A pretty cost on three conversions is not a decision.
- PressureFrequency and impression share. We ease off before the audience is worn out.
- InventoryViewability, exclusions, domains or placements to pull.
- CreativeWhat is tired, and what has not had enough delivery to judge.
- NextKeep, cut, move. Written, dated, picked up the week after.