| Budget & CPM Assumptions |
- CPM ~ $8–$8.5 typical; beauty can vary $5–$15.
- $400 ≈ ~50k impressions at $8 CPM.
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- Benchmarks: $2.5–$3.5 (low) to ~$10–$11 (avg).
- $400 ⇒ ~133k (at $3) down to ~40k (at $10).
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- Claims very low CPM: $0.50–$2.00.
- Would imply ~200k–800k impressions.
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- Beauty niche: CPM ~$8–$10.
- $400 ⇒ ~40k–60k impressions.
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- Plan on CPM: $8–$12 for skincare.
- Expect: 33k–50k impressions on $400.
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| Reach & Views |
- ~50k impressions (not unique reach).
- Views driven by Reels/Stories placements.
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- ~40k–130k impressions depending on CPM.
- Views scale with optimization.
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- 150k–400k video views (assumes ultra-low CPM).
- 2–4% engagement if well targeted.
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- ~40k–60k impressions; ~10k–25k views.
- Frequency ~1.5–2× typical.
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- Conservative views: ~8k–20k (20–40% VTR on 33k–50k imps).
- Unique reach: ~18k–28k (freq 1.7–1.9).
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| Allocation |
- 80% TOF video (~$320).
- 20% retarget (~$80).
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- $200 awareness, $100 engagement, $100 retarget.
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- 70% ads, 20% content support, 10% testing.
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- 80–90% video views, 10–20% testing/opt.
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- Recommended: 70–85% TOF video; 10–20% retarget; 5–10% testing.
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| Targeting |
- Interests (skincare/clean beauty/competitors).
- LLAs from customers/engagers.
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- Highly relevant interests; retarget site visitors.
- Let auto-opt bids help efficiency.
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- LLAs of customers; age/gender by ICP.
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- Niche beauty interests; avoid over-broad.
- Consider behavior layers (recent beauty shoppers).
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- Start: broad-but-relevant interests + 1–2 LLAs.
- Warm: video viewers ≥50%, engagers, site visitors.
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| Placements & Creative |
- Reels & Stories priority for UGC.
- Use “Video Views” or “Reach.”
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- Reels/Stories often lower CPC, higher engagement.
- Mix awareness + engagement objectives.
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- Reels focus; try Stories as secondary.
- Multiple ad variations (hooks/CTAs).
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- Reels/feed video; highlight before/after, testimonials.
- Keep niche relevance high.
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- Lead with Reels. Stories as secondary, test feed.
- UGC style: quick hook, benefit, proof, CTA.
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| Optimization & Testing |
- A/B test hooks, captions, music.
- Shift budget to the winner.
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- Monitor frequency; split-test creative.
- Use automatic bidding initially.
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- Allocate 10% to testing/optimization.
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- 10–20% to creative/audience tests.
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- 1–2 variables/week: hook, first frame, caption.
- Guardrail: cap freq ~2.0; rotate creative weekly.
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| Measurement & Benchmarks |
- Check CTR, engagement, conversions, ROAS.
- Month-over-month compounding matters.
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- CPC ~$0.40–$1.70 (sometimes ~$2+).
- Define goals per objective (views, engagement, conv).
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- Target 2–4% engagement; ensure landing page quality.
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- Benchmarks: CPM & VTR; aim VTR >20%.
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- Primary KPI (TOF): VTR ≥25%, 3-sec view rate ≥35%.
- Secondary: saves/comments %, profile visits, CTR ≥0.7%.
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| Notes & Caveats |
- Estimates vary by audience, creative, timing.
- Insights via Ads Manager + IG analytics.
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- Ranges depend on optimization and placements.
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- Results depend on UGC quality & ICP fit.
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- Beauty niche is competitive; pace tests.
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- Use conservative planning; upgrade budgets after a winner emerges.
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