You will launch a small, tracked test campaign and write a review with next steps.
This is the part of the course where money goes out. Everything so far has been planning: an account structure, tracking, audiences, ads, a campaign built to draft, a budget and bidding plan, a test plan and a policy check if you need one. Now you launch a small test, leave it alone while it learns, and write an honest review of what happened.
Most people who try paid ads skip the last step. They launch, watch the numbers anxiously for a week, change things, and eventually stop. The review is what turns a test into something you can learn from, whether the campaign worked or not.
Launch one small, tracked test campaign on one platform, for one offer from a real business, your own or one you have permission to advertise. Spend within the budget you set in lesson 8.4, Write your budget and bidding plan. Leave it to learn until your review date. Then review the results against your test plan and budget plan, and write what you will keep, change and stop, along with your next test.
Use the campaign you built to draft in lesson 6.5, Build your first social campaign, or the Search campaign you planned in lesson 7.5, Plan your Search campaign, built to draft in Google Ads.
Before you publish, confirm three things. Your tracking is working, with a test conversion recorded in the last few days, following lesson 3.4, Install and test your tracking. The campaign passes the four checks from lesson 6.4, Mistakes that waste a first budget. And if you advertise financial products or services, your ads and pages have passed your policy check from lesson 9.3, Ad policies for financial products and services, and your firm's compliance approval where that applies.
Then publish. Platforms review new ads before they run, and this can take from minutes to longer. If an ad is rejected, read the reason, fix the ad and resubmit rather than appealing straight away.
From launch until your first review date, do not make big edits. That is what lesson 8.3, The learning phase: why results wobble at first, was about. Do check daily for things that are actually broken: ads rejected, spend going to the wrong country, a landing page that has gone down, tracking that has stopped recording, or spend racing far ahead of plan. Fix those immediately. Leave everything else.
Take screenshots of the key report at the first review and at the end of the test, showing spend, results and cost per result for the campaign and each ad set or ad group.
At the end of the test, work through the report in the order from lesson 9.4, Read results and decide what to change. Start with cost per result against your target. Then click rate and conversion rate for each ad set and ad, to find what drove it. Compare platform results with your own sales or leads for the same period.
Then compare the outcome with what you wrote before you started. Did the test answer the question in your budget plan? Did any test you designed in lesson 9.1, Test one thing at a time and decide in advance, reach its decision rule?
Write a one-page review with four parts. What happened, in numbers. What you will keep, what you will change and what you will stop, each with the number behind it. And the next test, written as a plan with a question, a measure and a decision rule.
Here is Farah's, with example figures. Her Meta sales campaign spent S$420 over 14 days and recorded 9 sales, about S$46.67 each, under her S$54 break-even on a first order. Her shop recorded 11 orders from new customers in the same period, so the platform's count looked believable. The first-job ad set brought 6 sales from S$210, about S$35 each. The returning-to-work ad set brought 3 from S$210, about S$70 each, above break-even.
Keep: the first-job ad set and its best ad. Change: the returning-to-work ad set's landing page, which had a low conversion rate and led to the general collection rather than the fit guide its ad promised. Stop: one ad in the first-job set whose click rate was far below the others. Next test: two hooks for the first-job audience, using Meta's A/B test, judged on cost per sale over two weeks.
When you are done, you have the plan you launched from, screenshots of a working conversion and of the results, the ads and landing pages you ran, a policy check if your category needs one, and a one-page review that ends in a specific next test. That set of documents is also the final project for this course. Share it for feedback, and keep it as the record of how your account started.
The activity below asks you to launch within your budget plan and submit the plan, screenshots and review.
Launch a test campaign within your budget plan, then submit the plan, screenshots of results and a one-page review with your next test.
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