The question that I get often is what's the best way to warm u | Ruslan Galba DTC Marketing

The question that I get often is what's the best way to warm up a new ad account? Should you go for a lower intent event such as VC, then ATC then PUR, or just straight to PUR?

Well, the answer is “it depends” and I'll try to break it down by traffic source in this thread

Facebook Yes, straight to PUR works the best on Facebook. The platform is mature enough and use historical data to ramp up and give you qualified prospects without ATC warming up.

Google Yes as well. An important point though! You should have your ATC and IC as Primary optimization events to feed the AI.

But only PUR should be the Primary and the Account-default goal on the account and on the campaign level.

Tiktok For Tiktok you’d better go for ATC before you get 100-200 ATCs and then switch to IC or PUR (technically create a new ad set actually)

We spent $1M+ on Tiktok. Tried all of them. No, straight to PUR doesn’t work well.

Pinterest The same as Tiktok - the platform needs to accumulate data first until it understands who your perfect customer is.

The best way to do it is to start from ATC optimization and get at least 30-50 ATC events per week. As soon as there are 200+ you can switch to PUR.

I don't cover other platforms on purpose. We don't use them for our brands and brands we manage marketing for.

The stack of Pinterest, Tiktok, Facebook being TOF, and Google for MOF and BOF does magic for us.

If you find it helpful, support it with a comment

Also, feel free to subscribe to a weekly value newsletter on my twitter @iamgalba

Have a strong week gents!