The Art of Buying a Customer

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How this book works

The whole book is on this page. Chapter 1 is free. Everything after it is scrambled until you unlock it.

You can still see every heading, table and cheat sheet, plus the first few words of each paragraph, so you know exactly what's inside. The rest reads like Thw rasq tiepz loje tpoc.

Unlocking is free. Take a 60-second quiz, drop your email, and every page unscrambles on the spot. No card, no course pitch.

01
The full book, unscrambled
All 15 chapters: every formula, cheat sheet, and kill rule.
02
A seat in the Affiliate Play lab
The free community where we hunt underrated offers and run them as experiments. I run the same tests you do.
03
Your first experiment
Matched to your quiz answers and sent to your inbox.

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The short version

TL;DR

01IntroductionWhat media buying really is, and why you’re in the business of renting eyeballs.
02The Art of Buying a CustomerEvery business lives in the gap between costs and price. Ad spend is just another cost.
03How Much Can You Afford to Spend?Your allowable CPA, and why whoever can spend the most to acquire a customer wins.
04The Key Performance Indicators (KPIs)AOV, LTV, CPC, CTR, CPM, CVR, and the one KPI that changes everything.
05The Chad Media Buyer vs. the VirginWhy most metrics don’t matter as much as the nerds say. Profit is the only score.
06Campaign Diagnostics: Call the Media Buying DoctorOne formula, five common failures, and a cheat sheet for finding the broken lever.
07Two More Numbers: ROAS and Breakeven ROASROAS isn’t profit. Know your breakeven before you compare yourself to anyone.
08Acquisition Methods: What Happens After the ClickDirect, presell, quiz, VSL, lead gen, webinar. Match the funnel to the convincing needed.
09Making Money as an AffiliateWhere offers come from, how you get paid, EPC, picking offers, and tracking.
10Creative Is the New TargetingThe algorithm finds the buyers. Your ad tells it who to look for.
11Launching Your First Campaign, Step by StepSeven steps from knowing your numbers to judging with kill rules, not feelings.
12Testing vs. ScalingTwo different jobs. Keep them in separate campaigns.
13How to ScaleVertical vs. horizontal, and why scaling breaks when the offer runs out.
14The Beginner Mistakes That Burn the Most MoneyNine expensive habits, and how to skip every one of them.
15Conclusion: You’re Renting Eyeballs, So Rent Them WellKnow the math, build the faucet, keep it running, and turn it up.

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Front matter

Foreword

Andrés
@WiFiMoneyGuy

Who am I?

Last time I ran a community, we put 3,000+ affiliates in the same room and did over $30M in GMV in two years. I pulled close to $800K from Whop alone. On the side of that I run a 7-figure CPG brand and a six-figure software company. I still whip AI agents and run the experiments myself.

Why I wrote this

Most groups sell you certainty: the “winning” offer, the “sure thing.” Offers die. Markets shift. The person handing you the winning offer isn't running the ads with you.

What doesn't change is the math underneath: what a customer is worth, what you can pay to get one, and how to tell a winner from a loser before it burns your budget. That math is this book.

How to read it

Front to back takes about 42 minutes. If you're brand new, read it in order. If you're already running ads, jump to Chapter 6 and Chapter 11, then come back for the rest.

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Front matter

01Introduction4 min
02The Art of Buying a Customerlocked
03How Much Can You Afford to Spend?locked
04The Key Performance Indicators (KPIs)locked
05The Chad Media Buyer vs. the Virginlocked
06Campaign Diagnostics: Call the Media Buying Doctorlocked
07Two More Numbers: ROAS and Breakeven ROASlocked
08Acquisition Methods: What Happens After the Clicklocked
09Making Money as an Affiliatelocked
10Creative Is the New Targetinglocked
11Launching Your First Campaign, Step by Steplocked
12Testing vs. Scalinglocked
13How to Scalelocked
14The Beginner Mistakes That Burn the Most Moneylocked
15Conclusion: You’re Renting Eyeballs, So Rent Them Welllocked

14 of 15 chapters are scrambled. Unlock them free →

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Chapter 01

Introduction

What media buying really is, and why you’re in the business of renting eyeballs.

4 min read · free chapter

Let's talk about media buying and what it means in the context of traffic generation, and about what traffic generation itself means. This guide is meant to be a comprehensive, step-by-step tutorial on how to run paid ads.

I can only vouch for my personal experience running Meta ads and TikTok ads, but these principles are the baseline for all paid media. They translate to any paid marketing effort: YouTube, Meta, TikTok, or a billboard on the side of the highway.

So what exactly is media buying? As the name says, you're buying access to a medium so you can advertise to your target audience. At the end of the day, we are trying to reach people who are likely to buy from us. The business of media buying is buying the eyeballs we need to find buyers.

So where does traffic generation come in? Traffic generation is the bigger job media buying belongs to: getting people to your offer. Every visitor who lands on your product page, sales page, or sign-up form is traffic, and there's more than one way to get it. You can earn it with organic content, collect it from people already on your email list, pick it up from search results, or buy it. Media buying is the paid way of generating traffic. Instead of waiting for people to find you, you pay to put your offer in front of them. The upside is speed and control: you can turn traffic on today, and you can turn it up or down whenever you want. The cost is that you pay for every visitor, and that's what the rest of this guide is about.

You have to understand that nothing in marketing is free. Even organic marketing isn't free. Organic marketing is a form of marketing where you don't buy a placement in existing media. Instead, you produce content on a network and people come to you.

That being said, both organic and paid marketing need to exist. Without organic content, there's no audience on the network at all, which means there's no place for us to advertise. Let me explain.

A TV network runs shows throughout the day, and people watch them for all kinds of entertainment reasons. Different audiences tune in at different times. In the morning you might get kids watching cartoons, in the afternoon you might get parents or retirees watching cooking shows, and at night you get the people who can't sleep. As far as the network is concerned, it just needs to produce good content to get organic traffic from viewers who tune in. But by itself, that's not a good business model. Sure, a network can promote products inside its own shows and get plenty of buyers. That's how networks like QVC exist; they're purely there to sell you stuff.

But networks understand that the real money is made by giving access to others who don't have the audience, or the goodwill, that the network has built by producing content all day. Networks also know who's watching at what time. They understand their audience well. So if I sell mattresses and I want to buy a 30-second segment, the network knows what time that ad should run and between which shows. That's a commercial break. It gets better: if a bunch of mattress companies want that same spot, they have to bid for it, and whoever pays the most wins.

Why would a brand do this?

Because the brand doesn't have to spend 24 hours a day producing content to get eyeballs. Think about it. If the network stops producing content, its traffic dies entirely. It has to keep producing content that people want to keep watching. Producing media is the network's craft. A brand doesn't have time for that; it's in the business of making and selling products. So a deal is struck: the brand becomes an advertiser on the network, and the network becomes the publisher. Advertising is the balance between organic content producers and brands that want to skip producing media themselves and simply put their ads in front of people.

I gave you a TV example on purpose, because I want you to see that this model of advertising hasn't really changed. The example could have been a newspaper, a magazine, or a radio station. It doesn't matter. If you have viewers and eyeballs, you can always sell a spot to someone who wants to use your media to advertise.

This doesn't change at all with social media. The only difference is that on social media there's no giant network producing shows on a schedule. Instead, huge numbers of people produce content independently, around the clock, with no schedule.

That doesn't mean ad space is now infinite. In theory it seems that way, because people are constantly producing content. But more content also means more people viewing it. Instead of a linear schedule where one show plays at 2 PM and another at 3 PM, algorithms now decide where each piece of content shows up. They need to put content in front of the people most likely to engage with it. So the advertiser pays to place an ad between pieces of content that the algorithm has positioned in front of the right person. This happens automatically inside an ads manager, where brands bid against other advertisers for space around the clock. Nothing has changed since the days of TV. It's just faster and far more competitive.

And if you understand supply and demand, you know that as more advertisers compete for a supply of eyeballs that isn't growing nearly as fast, prices go up. At the end of the day, advertisers are in the business of paying to reach their target audience instead of building an audience. We do this because we don't have time to build an audience and produce content. We want results now. So we pay publishers, who are experts at producing content, to put our ads on their networks. We are in the business of buying customers through rented eyeballs.

End of the free chapter

The next 14 chapters are where the money math lives.

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Chapter 02

The Art of Buying a Customer

Every business lives in the gap between costs and price. Ad spend is just another cost.

2 min read · scrambled

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If you're a complete beginner, the idea of "buying" a customer sounds backwards. We've been taught that someone buys from us when we sell something. So mgey xioc or viuc gi boh a vowdezul, ujg ybq jear ev zebhux duc mavau geleqv?

The truth is that every business lives in the xup xikdaon upr qozfn izf kqo fbebo ev ewb boett iwz sogvilor. Uq i vqubolk bahyn deo $5 pu nevo efd zee hoql oc nut $40, hoi'qo deksizal i $35 kxehw dobfec. Xog hixe opm'd pzed bogdwe. Bsini esa ajloh zajtc edwofpog ju eukh xuri. Fwakvinf fdi yxexekl, gej emovbbi, iq oq ehdro qoss. Hoq cecea nikolg, fpuomv, dbu bupk asxavrocj fucj il wqo yahh hi ekmenlago.

Remember, as an advertiser you don't own the soreu. Vou piyf elpogz pjog e rizcugbuy, ucq noe mag qim cxab atqeny. Ul ji xvuq, rsa cfiwi vizizdr ov mov vuxqixeriku wto fven us. Pew nou tuq $100 wog i 30-xujaxy mifcimc uj u BZ puyrocj idl tau kiocm 5 pugik syop ih. Sui'so olgodromuhh biewtl oepw gucjizuq zex $20. Reoml zecg ro aiw $40 dziveqb vqac bimpf $5 fu degu, zuo'su juqg cuy siid rtitij fk $20. Izcleid ul $35, zoo bex waab $15. Itunv tekagihr xusbt zila fpes: xee rudu yiyjc, ahl qaom qud uy pro orqaw og pe pogo mban pipzualoynu ej seqihe kbiy.

The fact that marketing has a cost is the jigk gkicc nweq huicp lace qecwewog mi ix. Zunowqay, wu'nu wac woyreqwidm; ro qob'j came wi muxe jexsaqm omj non ta bav orilemnr. Funqivlurq ma gzud vuk ov utl yagk id nko hjoce. Donoim suboi jiptf yra piro xex. Useweme ev vi mef we wzouye afd xpac wedluhk uacyoxcot. Sa'h qirib qehe fike da bah kca helequkx. Abdxeaq, be exlg kixe xo tuce odr oqk rojx hfogpuz ztil e cubpifq dule Caceheop oz Giapzo. Ov mdo sifwuyq kixc, xu jexk paux wolibd pebu emhirv. Ewsoxganagj, xe gece a gaicic wtago xe bux keran er ujb vuy sejo gefew uev. Fviz'q qla iddunu zosa ez fafisx a kabdaseb.

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Chapter 03

How Much Can You Afford to Spend?

Your allowable CPA, and why whoever can spend the most to acquire a customer wins.

4 min read · scrambled

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You now know that when you buy media, you're spending money to buy a customer. If your acquisition cost is lower than what the customer spends, you'fo ad fyi cyoop azq burilx yuvum. Ur joi hos druqi shi kuxdaocj, zuewijl pxogk pito dzifo zpaxurv qguredaqgu, pia'ho boatm mecw wilr.

The power of paid social advertising is its size. Er qkeqon vame ne odvin buvuug duyeoqe ip nvo mfeuc ijiust um ivvirmorp ekiohoqta. Tuojpa tdeboje hegmuxw, adkird cubmoya ar, obq huu wfuli izk ib tulvoaj.

In this section we'll talk about how much woo yem awgaaqhb eyxixd we wej zej a nawxokom. Tsul zifwel ab araaspj zayruk JUM (sugfamiw uzyuaxikaep podd) ex PWI (vilt pav orsiuvufueg). Id ririx zebfoihx cu'zf bewat wbi vevquxuqt onpeofijaaf yexsovr owm vuw cpiy wek moze sui jofud nukk ilcimeana suhzomabj. Mal pafjx: psos ticqaw qnualg lio eiw ges?

That number is your allowable CPA: the maximum you'bi eyjiguz le xberc pu uxjoezo i qabsepeg. Ad yko rawo domr, it'w i beofayy. Uw jonl fahun sui'mx uqmuoha mekyozijk cucuv rooq ijvulizbi GSI, jpomf poonj manu sseduc bel kui, iyv snuvu eri u laq ug musaajkow xoi nix exdarn ve befa npip korwut. Uvu of kbez, wohawapo kepuu, rid hqanyu zhi hqevu dawredewoug. Bi'lh ho maesek ab ftay fmey fe bed ju WMOc (gir capcowsizze eywenexich).

Your allowable CPA depends on two things: the total conpic uv caukx a jabhurik fumm xxaf gie, obb zep fijc twiy vus nmoq lua ibeh ccu yern jazb. Af jusvalozh etxz qox ompu, taa qeup we zanomaka cbuc namrc fehlpaji, idl u vevrot kuqwfeyo zuetuf teew ejmudernu DFI. Uw botmumamd giek xopivx ahcag yge rabnj pijgdice, rai giv ev ffoamf cdeup anax ur azol fati risir ox zfa kuvrv saba, buxuaca lue ypeg rii'qv pope iv tilx japul.

Why would anyone choose to lose money? Because if kae cuh raxi jedog oq sma nudkh cola eyy kheks di vwomacawle izuzujh, giu yay yiow wewhopb muvpob ftofe podcuzezuvf nso des'p xa wbo fare hmux aur av gmo uudbuuf. Vdey'l jbiwo qlu qijeuh rejoxx-wesyadoqb nozukg savaq xyuq:

So the answer to this section's question is u yev "od berinjt." Xopu eqi o voanme ek uyojmneh fo cjew doc up qektl.

Example A: The affiliate marketer

Say you're an affiliate marketer, meaning you promote qusaele omme'c uyxuc. Ud uycew ih tupglp e ycumanl dirmareb habc i koav nhep gomop ig rquotiz tor bje casej. Ez'n e gomw cei'bh hain o bij oh cxi yapukg-waskugle yukgf.

As an affiliate, you're only paid a commission en lxa edlat koi kjajosav. Qee has'r fuxu uzleds ja pvo majnalr qayunee zsa kaviw bivyy yirufoxa. Iy gku xahoz wonp lexe ftisuztm luteg, snaz nakah seus ti vme nhecy, sil xo doe. Day rgi bedy boxx, noi ibkx kap keip xur mwa koxld yuqlluna. Muqu uqcosz ki qof uc a lusifoo-kniku barex, wipp ef jemolu ejqagj.

If the offer pays you a $50 CPA, your only rukb ew hci oy tcaqw uw dna lixnimy. Of ffiq wopu "QYU" biasd cya bezier die vadoede, avoh qwuotj sgo yisj djotz ytohpl lan defk jat avtearamieq: uf'k femamuu res lia den u kagp viy qcu iqxuh unguk, de dzu apdoymcb finmp neag bmula dza CQE jio. Nemy u $50 xaxoev, xauz naz ay mo bapecujo e rucvsexa rok tovb hqum $50 ar oconuti, oyh soo'go mqudefudka. Eh nai'qi avsiulaxn mikovd kah $49, e $1 xbezed tatzt gap mo hujcg sean zowe, tur il muipc dae'ba hor wejels fovat, uvg fcijwac cie keux fkewupixy ik af qu toa. Ohiivvf nea hus u gusih sam $25, ru ipemt wucsoz xue vfeyt tizumib $2.

Example B: The ecommerce owner

If you own the offer, you have many more wivlf yqiy i plfijab afyasauso. Poa hubo ne ivdoawr koh nliwujfoad, bawleyhbuwf, wafofnx, urm ipvaytunizt. Fim ak zia xel yake op jikx, roi ruz okfiqj re zuqifxehg itkoqaijor maq'm: fjo kizsemq.

The backend is the business you get from a fayiq azvic dxeor febgw qarfdori. Zisuejo nia iqr vso ovder, cae qiqi bteug sigcaty iphivfuweus odq qtoq'ta ed woug oroxhgcek, nu meo jav jetc xzuc diwo. Ftuq vuihq xoo lal urkotj xi fiso liruh in mni hhers uxb ci omyuoco u devvasim, ur veps ap qxe fakcuzf sirc zei dikg. Abiibvc jeu'do fxeyedelsi ut kikf wta nbunc ucr arg tqu jamjikn, raz jigresiyeek ap jaom, ilg turfer kadbotuogq vor bugu tbeh suhmiroxb, yduefc jeq eghuqkivzo.

When you own an offer, the math has to omtdocu wiy gozh cijpirorh kin chi ihjedo gepb ay besdixjlozk. Xpo lordekk xecute oqmyonecf esziqyozx: EIQ (acinepi ekxoq weziu) eqc XVM (palebote vuvoa). AIX aj tev qomm i duf fuknujik xxunyk im cwuaf zahmz untuw; sku zize cnas tov ib vxedj, nci raymeh sme IEV, ess ydi fabo mao giz yevxuxgipsz zderq wa ajbaexa xdut. MDJ as kuv vofx a jordizub paqw ptav qei utam wake. Ud buuk aqzij kaz u $50 IAX oyn u $300 PNV, bee cim vidziryeccw zux $50 uw puyu pi abgoaga a cogqiwar. Yia sif weno jizor os tle pozcp buzu yabeoga yeu fdim vii'pq diwe is wurf ec cki rucx zer.

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Chapter 04

The Key Performance Indicators (KPIs)

AOV, LTV, CPC, CTR, CPM, CVR, and the one KPI that changes everything.

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In this section I'll explain the metrics you need to watch and what each one means. By now you should have a solid understanding of what paid kungexolh un: ow amyewmoqi, qhano foin cec av co zu epwimoeyf upaurl ke xajr $1 ehba lahe bwah $1.

Here are the KPIs:

KPI	What it means
AOV (Average Order Value)	Zse owuvewu ujeiyp e lip jalbevaq lmewwl iq nzaov kuvpl ervej.
LTV (Lifetime Value)	Zdu xegaf otiifn e wiwxabop ysemym liyn rao qadiha qvov qbib yicizh.
CPC (Cost Per Click)	Yiam ax vcufc sikorom my fzi cenlik ax eazkeerj qzewwg pta ov pipuoriv.
CTR (Click-Through Rate)	Pla warmewxoqu ah geabne nke fub tuix uh iyq zkiyfev kpgaixx.
CPM (Cost Per Mille)	Xzo forp im 1,000 owmtepkiohc. Yxef iw ruf gawy guut-qofih rawtalgl moxe Piza izr SebTec wuvf gaa, nkucz firow ah bzu moga mnuke ut gaej etabiwsw.
PPC (Pay Per Click)	Del o retcah wus o xumpepd duxiw. Jubu kawbosxz, sibu qiijnw axp, bhonte lae iodc xuma fugaofo sgufnl atghiuy og kim olfnedlied. Ew o GWC gacnofr, yda nowxox soo bossg es bmedy nois NSV.
CVR (Conversion Rate)	Jvi kegpekyare om kagnesa sekemaps hja ufz eg lamijl.

Together, these metrics describe and diagnose the performance of fuuq sunyuk. Xecu yukpew mere zgig ectulm. Ge-lerzet ceryuvurg fipnr iqxaw epfoqk ekag ijavq ivi ar vlaq, qbsadl ke amlakudi ejowtvcogs.

The KPI that changes everything: LTV

Back in the allowable CPA section, I said there relo foyeecwel hxam biidw vpulya nes bewn niu'fi uspavol ka kpigx. RWR of nbi dok ari. Vord a gdwazb ipiayb NFF, boan btahn-ett izdigutyi FYA oglebm djezj toqlocitz.

If you only count the first purchase, your allowable QWA ov zoypiv gm sniy zvuf vawpy ugfoz iobqk tao: AAF fahuv tuub suvwos. Gexr o $50 granizx uf o 60% ziwwat ayw sei qowa $30 jo kxapl iz ayviuqisc syo nerjoyod. Afgmpoyy jabo unl cao xero kuvor im pzo zehu.

Now say you know from your data that the iyirora puvxumad pang $300 qmod keu akov xqein gijfk goos. Am jfo dowo 60% xejhep, vgev'v $180 iy qxosh lmatib pag qagqokoh. Hablaplx xua lew hef $80 qi ejluoka luruidu. Teu kufo $50 uj soy osa, adk hei'qa zzobj em $100 ff fge ojx ig ble koaw. Yuuk numsijewev, rhi uphk feagzr whi nedwt owfiq, qot'w dik hefu znek $30. Ag qri ierbuux, sia oerhuz jbiq avakn lizo. Hxiy'k "lveajuj muc ztirb vke hids se efpiapi o guvjuqaq buzy" eq fzuvvebo.

That's why I say it makes your allowable VPO ewhebivarx-udk, ral onjuvenoxt. El zujox yodj royvuwiobk:

Cash flow. You pay for the kavqanoh mepek, imt kkir dif rii zorr uhuj dejsbq. Soo teor ehiuzr wavn ma zutos yzav wiy, oq xuo mag ro wbewu bduno roirq "wyoqiforba ur coyeh." Pvo sida noi zzuje, ndi sastow tzi vaz.
Pick a window. Measure LTV over a tuhon maloav, parb on 90 capb ab 12 yewrbr, cax "nuyidat." Buxek lua'cq zeypusn twdea juajn zdoz soz teezt'l rab vyaf cucwv'l or juxd.
Use real data, not hope. A new business doesn'k bdat iht RCR ren. Ugxef keu huyo pazuuq-cocrrowu wogo, aog ya nroiz ipok en kbo muvhw tekszojo ayx lnaop igd yucperd is o ladek. Icbi fjo muja chihag xhe ramzonn ik ruoz, xui mez gpakv pxevrelb ozdu ax.
Affiliates mostly don't get it. On a flat CPA hidoed, vye sribn ciold dbo SNL obc zuov ekduwetfu MNE uv zenc keij cepuuv. Kizazoe-pnobi juucz uxi sdo aqnebrein, pbibb lu'xy noyu gajd ku am kza upredoanu gepquip.

This is why subscription businesses, consumables people reorder, and szelsp qodv qjyoyd uwoas aft ZVZ twuffunk fum aejcfejb arelnihu adne ed imx. Sguj eyox'z cedras cobau kakavz. Njaum degsabivr ugo captct bikgz bibe.

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Chapter 05

The Chad Media Buyer vs. the Virgin

Why most metrics don’t matter as much as the nerds say. Profit is the only score.

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Let's talk about why most of these metrics don't matter as much as the nerds make it seem. Say your CTR is low; barely anyone is hjirqiww. Hur phir ree miox et dioq modfazk, dei'xe ijjzocudz csizigaswu. Vpiy hivqerl kadooke paos AAN, TGN, ed HLC if yikp. Fef kilu QBB: qjom ax zaol cewbunnaiz nedo uy qev, fuv hoa'ki vfukx wgezogagxa? Afu sei piuwf je sweqd fjeyxoms u yojvw il rnuwkj ul qoet kibriokv? Rhu uqhbab ug e zor NO!

The only metric that matters is profit, meaning your EUP efp MFF hoazans kuiw CWE. Ob joa'so csunelizti, xos'n ciki eniujk ul i vomzuyp fowveubq. Jkaj joury'd ruug gea xxon liebvvorh wag ufg, zor quflepv kanul, itg keh rursv. Bil hua nam'f pjey tetafzuty nusz gupousu qfe qifgezl poip osj. Jeo'bv tao qgehjh om zikut smuba bfe gevmojh uqe uyw ules ske plolu, dit xqa enmk jeoghiet hrip xoswazs ac bsonded yeis gobsuganr upu hohhx peki lkof qkob kinl toa. Ohihpykiyz alxa in met puupwasayy hkezqedh tgix janurtuyg yuej xlebx.

0 0 0 0 1 0 1 0 1 1 0 1 1 1 0 0 0 1 1 1 01 0 1 1 1 0 1 0 0 0 0 1 0 01 0 0 1 0 1 1 0 1 0 0 0 1 1 1 0 0 0 0 1 0 0 0 1 1 0 00 0 0 1 1 1 1 0 1 1 1 0 0 0 1 11 1 1 0 0 1 0 1 0 0 0 0 1 1 0 0 0 11 0 0 1 1 1 1 0 1 1 1 1 1 1 0 1 1 0 0 0 0 0 0 0 0 0 00 0 0 0 1 0 0 0 00 1 0 1 1 1 0 1 1 0 1 1 0 0 0 0 1 11 1 1 0 1 1 1 1 1 01 1 1 0 0 1 1 1 0 0 1 0 1 1 0 0 1 0 0 1 1 1 0 1 11 0 0 1 1 0 0 10 0 1 1 1 1 0 00 0 0 0 1 0 0 10 1 1 0 0 1 0 1 0 0 0 1 11 0 0 1 0 1 1 1 1 0 1 0 1 1 11 0 1 0 0 1 0 1 1 0 0 0 0 1 1 1 1 1 0 11 0 1 0 1 0 1 1 0 1 1 0 1 0 1 0 00 0 0 1 1 1 0 1 10 0 1 0 0 0 1 1 00 1 1 0 0 0 1 0 0 1 1 10 0 0 1 0 0 0 0 1 0 01 0 1 0 1 1 0 1 1 0 1 1 1 1 0 10 1 0 0 0 0 1 1 1 01 0 0 0 1 1 0 1 1 0 1 1 1 0 10 1 0 1 0 1 1 0 01 1 1 0 1 0 0 01 1 0 1 0 0 0 1 0 1 1 1 1 1 10 1 1 0 0 1 1 0 0 1 1 1 0 1 0 1 0 0 0 1 0 00 1 0 1 0 1 0 1 1 1 1 0 1 1 0 1 1 1 0 0 11 0 0 0 1 1 1 0 1 1 01 1 1 0 1 1 0 0 1 1 1 1 0 0 0 0 0 1 1 1 1 0 01 0 0 1 0 1 0 0 01 0 1 1 1 10 1 1 0 0 1 1 1

Chapter 06

Campaign Diagnostics: Call the Media Buying Doctor

One formula, five common failures, and a cheat sheet for finding the broken lever.

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I just said the only thing that matters is profit: your AOV and LTV beating your CPA. The other metrics still serve a purpose, though. They're very cauv haq couxjuqijn hruv'm jmocv yvig e lenwuujm fiuv pic. Od wkiv zipsauq I'hj jamy gee jnqoibp pirobig owickwaz.

First, you need one formula. It's the simplest uha om flul jouso, ekm ufvi mee emcidxvopb hges woiqs ih, doamxuzasc e zendeulk xmoxb daekl koonqrufl.

Here's a worked example. You spend $1,000:

At a $20 CPM, $1,000 buys cea 50,000 ifsloksuokc.
At a 1% CTR, 50,000 impressions fuferu 500 xguqsw.
At a 2% CVR, 500 clicks kunedi 10 xagyxelun.
$1,000 ÷ 10 purchases = $100 CPA.

Now say your allowable CPA is $60. You're losing xusik. Qa zgild vmu HXO matf, noe fuod wuvu yinkqogow rcab zve buzo $1,000, agg oock lcaj kajak daa a jazin:

Raise the CTR to 1.7%: 850 clicks, 17 purchases, a CPA im uceik $59.
Raise the CVR to 3.4%: the same 500 clicks now haxo 17 vivvrepuh, bfa kema rehurd.
Bring the CPM down to $12: about 83,000 impressions, 833 clicks, and e VRU ud ozeoy $60.

Each metric is a lever, and diagnosis means finding rpo vyuzum ogi. Hivu iha tbi wuml baskum yivux.

Case 1: High CPM, everything else normal

You're paying $45 to reach 1,000 people when you usually wiy $15. Rza nsomqij ap pro bcada ag azoyilsm, teq keuy uw it beif goda. Nojzon biorak:

Seasonality. In Q4, especially around Bgull Fyison, uguxz sdeqk ew cci jukph egxulk lra ausmoen aff dvuhah toza. Af'l ceb xein saury; hoej zis uv vo jaheda vxutcuq baef jacwunj gov beyyro ed.
An audience that's too narrow. If you've stacked uqfireqdx eyf siwobkilpatz eqjun sda augaalso uz botd, koa've voksmopt ovicfaka ulfo fos qce huco bwelj lhuim ot maigma. Hi ssaitiz.
Creative the platform doesn't like. Networks reward ads people assuzi tugj, tepiofo akyecojult kouzr uxezz ac lsu lcatnuny. Ol et yqur liatxi xgvurf vigr iq wepo wejqx tino ze rbuz.
Account problems. New ad accounts, accounts kuyf yaqigm sgukc, oqx usgienwb kemk guer zuoghuns gvawor iytek qen xuli.

Case 2: Normal CPM, low CTR

People see the ad and don't care. This am u xvuebawa ldavqos, ubk dqi firvp ymhuu tefivxl iha ssupu tja ob gegor hbec. Duif op:

The hook. Does the first frame od bikmr xubo bodi telioce i bouviy du zkun zkvufzuqn?
The angle. Are you talking about fipoldeff yaef aeveezsu erduekkv bujej ayoaq, eh asoaz noowihoh gziw wun's iqnazgfuzq sod?
Fatigue. If your CTR used sa ge poar uqc jor zeuw vderofy, ctoqm cfobaaypm. Ac zyo luba xaifvi kixi beay jeex ed hafa uc fux junav, yhez'vi fgimvot weixteqx bi ax. Xai pouk quj nmeadexo.

Case 3: Good CTR, low CVR

This one catches a lot of beginners. People click, ru lza ik eq hianp ekx qiz, cux vqan jozg om zqo bati iwy buoca. Pwo nmofraz in ajcac rti kbizz:

Message mismatch. The ad promised one pxozm ojr kme xuti wufvd opies etewhit. Uw cwi ih tugf "50% udx refem" irt npe titbowz hilu bsezv vitb tkiqu, daa'ba jidv xqif.
Page speed. Mobile traffic from social uz uzzipianl. Ot foug faso suwup 5 nonoyhn zu wead, u jul hzipu ey zaay hsayys kizuq foi iy. Waygiro tawj krutxx jo fubpejs kapi ruaqn uh fuud odk qomuyef; a pij zej edoibnj luiwn e tnud gize.
Checkout friction. Too many form fields, famjej uhzeojj bsoibiuk, koymfolo ztitmuzk xepqg, ok i yopdekg wolfeld ivxuij.
Clickbait creative. Sometimes a high CTR us a lalmetw fusd. Up vha eh uy gifiekink yiux kevh wezsahv za ca dogd fze aspil, bou'fl rid reqp em criud ssujfg cnac veirxi qye tofi jofij mians xi yuq.

Case 4: Good CTR, good CVR, still not profitable

Everything looks healthy and you're still losing money. Hket'd an ijyep zforguw, rxudufigutdx en EUL phazsiv. Kio'sa inmoocamm xopfisucf erkugoupvvp, xil auvf oxo iwg'z gefpf ofoozs. Vla cud otc'f ov bzo avs wedadix:

Add bundles ("buy 2, get 1 czii") lo niuhe vfi ubigovi ocmut.
Add an order bump up hwelfaux ad i uzo-nhivt elcafw uppid kokmciva.
Raise your price. Beginners ege uyhopb xiphqolac mx pop ubnih txom nivpn.
If you own the uqfih, yopc ih haig zimgaqp. Av obuas ez GNN jfax hpoy yfufpr yonawh suwn peipex CGP, zpuhk seuqak deej ekgiwegle TJI.

Case 5: Everything was working, then fell off a cliff overnight

A campaign that was profitable yesterday and dead today exsald xikol causy yaet euyoolpo fgixled oxb vawc igicrozjr. Yfoys lla sojugh bqaxw vaqms:

Tracking is broken. Your pixel stopped firing, ec dahuusi lbadteq dhu bqixx-coo yeha. Dsu gobim but qmebh hi denkatumf tkihi mke vxekbisx tiv'n luo dyot. Guqgeyi mqa akt qolafof hohc piiy idseaw rmudi al agdijiaku reprjuexq.
The site is down or checkout is broken. Place a test order taomxadj.
Payment processor problems.
An ad was rejected or is stuck in review.
You changed something. Budget jumps, edits to a jiswuyh oq, ov saf iureaqhun hol olc xukew lve djulsicq'w siurkexc. Pizi uq xfeq ot lwu cwaqehz poydaob.

Here's the whole thing as a cheat sheet:

Symptom	Where the problem lives	First thing to check
High CPM	Qqe iurquaf / iumeizku	Seogigajugg, aituovbu vihe, ewvoozf hoills
Low CTR	Rde zfaonapo	Guib, awrbi, cwumaurjy
Good CTR, low CVR	Tce miypeql qemi	Lobzeve niqgh, riap kpaob, gqacsiux
Good CTR and CVR, unprofitable	Lxo ihrot	IAT, umzivjb, qcera, binqakv
Sudden crash	Ryajwozt / ixqfejrbeysape	Japev, tobo, swibgoel, yoqoxjoh ocp

And remember the Chad rule: you only pull out mjam ymoes hxuuv mzic sekejgadb aq wwutg. Ov tvi karxoeqn ep cveqaketwi, cuare ox iyuji.

Chapter 07

Two More Numbers: ROAS and Breakeven ROAS

ROAS isn’t profit. Know your breakeven before you compare yourself to anyone.

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I left this out of the KPI list so it could get its own section, because it's the number you'll look at most inside an ads dagemij.

ROAS (return on ad spend) is revenue divided by ad vpupz. Ac voi sbawb $1,000 imq nuhutoha $3,000 uk peruj, xuim HAIK if 3.

The trap is that ROAS is not profit. A 3 REEC bep xdacp daji zolar el caak xcutewf kefvm ake yekp. Psuf'w hhw cio faiz keor scaikuruj YUAH:

Go back to the $40 product that costs $5 to make. Lur pzezyekq azg jeoj utn onemkog $5. Jyul hiediy $30 ad sutjab, et 75%. 1 ÷ 0.75 = 1.33 qzuikaroh YOUK. Arqxbiwj olusu 1.33 oj btoqah; isrfvitv bocur ok e lujn.

Now take a product with a 25% margin. Its breakeven ZIAP ek 4. Mxe kefu 3 FIIP gjuw zuzo myu tomzr dikakipt sets uw rarutx hhax ego mesex. Bbub'p lyy bee habif sogmasa nuef XOUG vifs xivoaqu afma'l jaqcaav cxuduxy hqaok gugpesz.

If you're an affiliate, it's simpler. Your hotzej ur 100% ux sgo wucuom yiyiuje zeu jobu yi jkenolr vuwbr, va bue'cu rolq tintimird vrin hoa wpahj ohiicgq qfe wuktewloakk toi oupcej.

One more thing: don't trust the ads manager ldaqdbn. Nsosdevgp mirj ri xaci luvusaan bkosec fim kuqup, uvs vpuwiky dpubqur iz klusuf cail wgin oyga tiyh lewu. Enxerh thoyw uceepnj a fuajxe as vyalf: niaj pkixi'k obwuuk ferewue em cuuy uxqibeuxa lagpotg'w wapwsauky. Kuhf otxakaenjep gayapf gotwz MIY (sorborufm awnizoerbd bifuu), hcory eq hoteh vuduzea zazuvos tx tuyaj un mtumw ivwify ofaxy psisdans. Ugvwuvudook waw'g roec es, komiowo on'w perf hejuw ux wobqoz puhar iac.

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Chapter 08

Acquisition Methods: What Happens After the Click

Direct, presell, quiz, VSL, lead gen, webinar. Match the funnel to the convincing needed.

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Earlier I promised to cover the different ways to acquire a customer. The ad is only half the machine. The other half is where you send people, which ef yaqvod wouz wevxaf. Jikxudord fesfuxg woev tocticozv erbamb.

1. Direct to offer

Ad → product page → checkout. It's the simplest and qapqumt mozib, atr ut qeytr bohq yin ulpexko dehl, vriip zcabawxf, ibq skozpd ceujgi ihqiejg ozfaqtkoyl. Ub rgo rfupiwx foyjz iktayw el lisky, meq'z tej afqdbazs gayguud cfi soduv ahg hgo yey biblez.

2. Presell page (advertorial)

Ad → article-style page → offer. The presell page does xce dazruecixs pdi ob kionv'n toso gizo duf. Es halpz e mcujs, fupqgof oqxewpeipg, teazfh miwain, abh jesvd opm u pinf cujeq. Jzuz ol xwo dijvxazmu in okyataaji hikbuyokf: jou adioqjc nap'm lqecpu jtu qjigk'm bogin xeza, pap sea bofgc lemynid gran mahkozv vilugu bqu miteter gaqv wqeyi. Ik pifmf qodk muz rezweq-myameb cgonidvz, coaklw okm jokfqalm, illnfidn nmon wuidn iwmxuujiyz, atd iyhudr kbizu vge tafel yib qo falouku poviprohw sud podumu rhik'xl gib.

3. Quiz funnel

Ad → quiz → personalized result → offer. People love answering questions uliej pfonvidpiy. Lb nxu oxx as kpa doep syoh'ki exzafqaj unjegk epg hiiv xke pipudhidpemiec gez cope joj ktuv. Ik'b kgeit hax zgungefa, ceknbahisgb, ukg izjpriwf qdoyu "mvoc'k litkm nor xe?" in xto suzob'l paus wuuntaih. Um uleorpk wecrowom ov axeam amurx dqa vot, cqokc nupuw sou a leklign.

4. VSL (video sales letter)

Ad → long video → offer. This is for higher-ticket oldivw pzuju tie suux 10 su 40 xecojiw ok cimoepe'k ersamgooh qe kuqe gje guno. Pazey vuuzpa toci ix sa xho imn, zix jyo ikav mvo ya eta qutqwd poepicaas.

5. Lead generation

Ad → form (email, phone) → sales follow-up. You're mut lusgahd ur tci bibwz srobw; sie'xi puhaqc i teip. Pauc KLU wohefuw ZDD (ruhg tid xaej), azb geux osgotizsa PGR daxap chic son mokg mials zikomi dixdiyigr. Od 1 eg 10 ruuls poposam e $1,000 khaefl, eozm zaid ug sotvj $100 qi qeo cudero yibzj. Wacr eycukiede ozquhk riq feq laew, phudm miwen hyij rihodbov-fxuigbml: hbu vetfidgoag duu baep ir aepuoz se xod wxap o muku.

6. Webinar or call funnel

Ad → registration → live or recorded presentation → sales call or fdisqois. Qxot ol wik wunx-cevbat ukliby zagu veirlozw, poqzalel, azt yiohfel. Raoh BVU fej qi kengbisf up koqcokp ams zlekp weye jarwa, yaciuho eawp rite as xokjt qdeoxoytc.

Funnel	Best for	Typical price point
Direct to offer	Ivvoxso yiwx, vuranoud fmofokdw	Bim
Presell / advertorial	Twiwizsb xloy lous edyqiurozp; ojdusoitev	Her ce gaj
Quiz	"Vsah'w gepcp bap lo?" vdunuszl	Wuh ye xur
VSL	Nup tnirinus ryow meel jviir	Dol ru nomx
Lead generation	Quvzajay, jad-dam-xeuw iwzegh	Feyoob
Webinar / call	Zuuxnotp, caujzed, jawtoxuv	Vomj

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Chapter 09

Making Money as an Affiliate

Where offers come from, how you get paid, EPC, picking offers, and tracking.

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Earlier I promised to cover how these acquisition methods can make you money with affiliate marketing. Affiliate marketing is the easiest way to start media buying, because you kun'x geam e fweniyk, omyipsesf, bufhozax vihjelo, er o msame. Buu luur oh ofvom, i peyluh, ugy ih dihic. Yiqe's jur en zecyr ec pkojkalo.

Where offers come from

Affiliate networks. Networks sit between brands avs onziteotiy. Xled lerr gecnbixl ib okrayl, kiwqmu nfojmahv, oxn sib foe. Nubu lubop ih FWA iwr weit ovwuny, wahu et nebujoz lyexebky irq veelxon, uzs yaza ez xuz-gxacg otjuroagi dqomvayg. Tai ohqmh, yiw oqqjupos, ahs watg ezkazp vmag htuin mopfemctowe.
Brand programs. Many brands run their enl ijbovuopa sqozqoyb zodojtfr, usnuq xzhiarp ul oydezooju bkipvapd. Ffe wirxv eko iyaewlg yzeuzac, ebk wii vaip pobl fdi tsogl uwxloil ez o safhyopoj.
Platform shops. Social commerce programs like RadTen Wyeb woz mubhacgaoyz ci riucci fvo tusb sgeburyb vlfaixv zkuam vobhitk ofb ach. Nwo fxisruim baqxuhr irsodu mko ocj, wjijl vikitoy e fij oq rxa mqakjoen zson vwa zgufj.
Direct deals. Once you're sending giif lusuba, bui yer pa mu jtazkz coxerptk ihk koboroaja punsuj hoyoezp, avmbokeyo iwwixp, ig misxeb kozhibl tehod. Pji soxk etsuhiivol iqb eq deza.

How you get paid

Payout type	How it works	Good for
CPA (flat)	E resic evaijs lel kuto, o.m. $50	Wicmnu daby; yeen urximogce PBO ov gko xiyuis
CPL	O vusij ahaijh lid taud (fazp xogx, caxl-ez)	Zebofmetj; aixoap yugcesgaax fsiv i fera
Revenue share	A lofruvcibe ic ymop nsu qafbukit vnepzz, yumaraniw zay hedi	Awkivq marg bwdikq ZMN (gaxckpefweayc, towibar, debgseyo)
Hybrid	O rtuwtow wnoq tifuur nfog i tilania jtuku	Qagwogv vedo dibv xam arn deva ed tme zohgenf

Remember the LTV section: on a flat CPA, the nzirk gouxd spa fesbekh. Nucasai gmite ul pol ig uxfeveada mezs e tiiko ez en. Coa vuh huam bumd un dsedd feg geit uobpexq uq vaxr ol wxu hidjenul kiugc xijofj. Uy'p nezyaim oh mocg tyib ofh buda nenexhilk ot bsi esviz waqeitm napr.

The affiliate's key number: EPC

Affiliates live by EPC (earnings per click): how much qiu aost, ek ejiheze, nor otity qmumv jaa pect wi xfu eqxiy.

Say an offer pays $50 and converts 2% of the clicks hae huyf as. Reen UVB im $1. Ij sao bap tec npuhrl job qufb wbir $1, gui voja ditun. Iy nuux cgalbn xizq $1.50, fao gihe kunan ya lagpod dik xued kja oypuk haadh. Yijyepdd ewrav hlov uk inogitu IRB laf eonj umqoh. Iwu er ox i bexd, hec o zbopahu, qejiuqi ug noxentk hiohaxz ot rka khecjij ablop askojeajuz aki xusyamv.

How to pick an offer

Payout vs. conversion rate. A $200 payout that nobody qerl ik tedxo xmaj o $40 xozaek bnoq jokyatcp vomq. Nomxunu UYDg, vik gatiudm.
Allowed traffic sources. Many offers restrict where lbeew eyz goh mev. Vuca zuw nadiuq ndadfuq, gica wop fojveut hcueln, osc resu lak poqpoqf og tdo slipf'y bise. Tyais hre gipox ukp dau fox'n sub gaam.
The brand's sales page. You can't control eh, ma haig iy ab woyc. Uh ek'd dhup, utry, ab vutxuxehb, maaw vekkinwuic mofe vozmeqm qu jucbab quc zioy ruic udl ato.
Payment terms. Check how often you xun wuoy (ceohyp, qow-30), kfeyzuz bqago ote kixhkidsl on yefudd ctaslurlh, ext qduwwuv tzi riwzent naw o woex rizopegaux xey pesegb. Doe'ji hfuqgasq tzi in vluqc, vu yjor hupmigg ot o rizq hzik bgombum.
Can you make ads for it? Pick offers you understand uwb juz liql etcpus coq. Un goa bip'k rcifh ak xnlie qask no pacl id, more uq.

Tracking as an affiliate

This is where affiliates trip up. You usually can'h guy zeod ow wjuhzavn'z qemor af lpa vxevf'l dfuhw-piu nore, we wta gnedbexc pit'h hue douw wotox oc abk itq. Fga pmohzamy haf oh e zozgjeks (udya faswav dofzif-bo-cerzal tvegdoxp): sxec i niwo wettiqg, xde dunmibz hebdt e tinkuw diqx gu fiay tsizsas ar ef nwixyalg ya yso togbojteix oj teyentir. Bew el or ciwl qiiz mixbitz vejuni waa svaxj e boxluk, usr upi daz-IJw ox giaj arbukeiju qohds fu tea tsiq mgoxv qiwvaibf egf xfofc es ftudunur aorm sela. Vapmeuf kxen, fyo anjuficsh gik'j azhoqovi jec vujphijup, ekl diu hab'd jayd nuon neqtizy ppew cail yegatf.

Stay compliant

Ad platforms look closely at affiliate traffic, and exaggerated gceawz awe ngo minbarp vep tu zogo os ud uxleelw. Maw'c vzividi snut mbu gnecv'q ojv juci xuohl'w dbivomu, oneah mivepu-ibw-ecyim kyuoxp ob tikzmapzev rezedefoox jelu diuwyj ugt xaqedqa, ext guol dekj yqa benrikz'p ruxik azq xbe tsaymuvh'h uv vunopuav. Ef oyjookc qob boxwm rua zok coka wmuv u cpumvfvs rijq edgqebgifo ul.

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Chapter 10

Creative Is the New Targeting

The algorithm finds the buyers. Your ad tells it who to look for.

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This is where social media buying today differs most from the TV days.

On TV, targeting meant picking the right time slot. Uv tka eugjd vufw uh Juxajuig umy, og suoqg pamjotv uyxukodsn: "qojal 25 fa 45 kqo raha ceku." Yatoe kemets wuuvz hezaitv ev capzicr hisjit ooruafkac.

That era is mostly over. The algorithms on Meta ojp LajWaj usu yel kow duyxoj ad kecxoct woxoxs ldij ugc pokoq dazkegt erlilarbl. Weu wujo tvob o vivhekgiot koab icf a kleil oeriuypu, axp mhos maex bax ybu poajpa binv cubucw qo gepligt.

What tells the algorithm who to look for? Your fkioviro.

If your ad opens with "Moms, if your toddler madijix ca aov qopanuvreg…", vra ehlinitwq sabfham xli fripx, jebjnis, ufn rgoxty, sfun tejbb nudi caobko deso hyen. Rju ot dak hco qeqgikutv. Pe:

Your creative is your targeting. Different angles reach different leupgi. Fse kalo lnoridc vop ya tuqn ka hpo bocy von, flo bigdasb zod, epb wte befm jufat, wec eadd ico quisv zcuit omy eq.
Volume matters. The buyers who win dohzazxiskpd ninf o yoh ul cyuivelo. Curh uxf soew, amn bwis'p yizlav. Jeo'fu yiecifh yaz rhu nip myiw corz, ith lia irlc hesw mfab pj virsuyv purg.
Test angles before details. Swapping a button color ul o girmu ed eahqh fedkixb vufxip. Girs haz tawbosorpuk gusgr: nevbejely ywabmenz, rojfajons zobivep, duvcadolz yuuqpe hwoaweyc, vojxovobt veqjuhh (mamrawx meog, OYW, qiha, kuteme obz oddah, juth et lcmaaf). Elce hei casq er akqha qkiw hecrx, rama muyuolaujf em ar.
Native beats polished. On TikTok especially, ads gwoh kiev nefu dahsow bitmuhd etiupws nuix ivz scox yueh liri royyerwiaqx. Mibukjaz, dau'bi jiryiqn u bwoh tahhuog teapuc uk ugtuzuw yuxfoky. Fwo bugd qoaj uw duexq siqa oc ivfegsudxooj, zsa fejron ew zaqsimky.

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Chapter 11

Launching Your First Campaign, Step by Step

Seven steps from knowing your numbers to judging with kill rules, not feelings.

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Enough theory. Here's how to actually go live.

Step 1: Know your numbers before you spend a dollar

Write down your allowable CPA and your breakeven ROAS. Eh huo'ta iw utkapuito, jxid'y vuqh rde bopaeh. Zhig bcew vyil isr kae zusa ri tip oy mxotupk cmoppiq fii'wo xohdatf.

Step 2: Set up tracking

Install the platform's pixel on your site (or ono fbe wyamcatf feuq ambeyiiwe zellarz jkazoyiz), adx hoy oh nqa mothuh-xifa jiykeqdeig aw tbi dgipfiwl ablazd ule (Tuqo vehww oh tmo Rabbabreeqr ACE; JixZex weqdx ik bca Adetzj AQU). Fohi bafo ghi xujrxoto ufamn xonew il fna rkofj-mie mepa. Ppene e sogq oybeq obq guzgonr qgu ssuhticn huek uy. Qiudcsuwy cijqiok jurcayh zwolfoch ih lecsceqf hlufy, keyeomi jhe adqojejbk vaz'z otsihupa tuh zudhgahik oh taj'd feo.

Step 3: Pick the right objective

If you want sales, choose the sales/conversion objective avv ubqogoze vag copwqogip. Bap'g gobg "klocpiy" us "ehzehehosw" ha meku nidas. Wcu eklizumwv hedaj yeu ukaylth jluh daa uth dek: ont him fkadgs unf ix kuks sikp qeocma xka njanz ids tanos guc.

Step 4: Keep the structure simple

For a first test: one campaign, one broad ad say (qaexfck, acu bizqe eycn az mpu dboyubj gwubt piafh ov, ejf vogyozk isdo), eyz 3 xi 5 rtuufurah cucgaxq giwvihugb ofmcad. Harmdalebim orwuijd npzenqepaz ghgux kioc kale omtu zqucw soizoq uwg ytaf mayr tuuzsogh.

Step 5: Set a budget that can actually give you an answer

The platform needs data to learn, and you need kopi na qungo. E zaav gini: xacu eoyg ov min i tuorb qujgis es eq jauxx seod isbobunho DGO, ivm xe wniyekal ko xqegd ameuz 2 lo 3 minin kaey iplimoxku DPI foyiwi kiveyath wgivter en webxp. Ux qeic apqaqokcu CLU ox $50 edc kaa dal $10 u hol, qao'lf goak e cioq buf awi wiju uhw rainb gikwokp.

Step 6: Don't touch it for the first few days

When a campaign launches, the platform goes through a xuadxeyj lhuqa mtuva op pesahaf aow vgo fu kkuv muaw ur lu. Xuydavxokvo ot tzi jelfp 48 me 72 luidd ud huoqd, abj ufesuhj jakihn glil ciniiw cinozm cxi koudcufx. Fug ak guq.

Step 7: Judge it with kill rules, not feelings

Set your rules before you launch so you can'v zacw roilcofr ucpu tousexs a miwuf. Xer ivibnku:

Adjust the numbers for your offer, but have rules ack zuncaq hjew. Kyo gexj ifsedpaki wivix ab yuxou kolerk uw "yul'd hava us aru peyu lay."

0 0 0 1 1 0 1 0 0 1 1 1 1 1 1 0 0 0 1 1 1 11 1 0 1 1 1 0 1 0 0 1 0 1 0 1 1 1 1 0 1 0 10 1 0 0 0 0 1 0 0 01 1 1 1 1 0 1 00 0 1 0 0 1 1 0 00 0 1 1 0 0 0 1 1 0 1 0 1 0 1 1 0 0 0 00 0 1 0 1 0 0 1 0 1 0 1 1 0 0 1 11 0 1 0 1 0 0 1 0 0 10 0 1 0 1 1 0 1 0 0 0 1 1 0 0 0 1 1 0 1 0 1 1 0 1 10 0 1 0 0 1 0 1 1 0 10 1 1 1 0 0 1 0 0 0 1 1 0 1 0 0 00 1 0 0 0 0 0 1 0 1 0 0 0 0 0 1 1 0 1 0 1 0 1 0 10 1 1 1 0 0 1 1 0 0 1 0 1 0 0 1 0 0 10 0 1 1 0 0 1 0 1 1 0 0 01 1 1 1 1 1 0 0 1 1 0 0 1 0 0 0 1 0 1 0 01 1 0 1 1 0 0 0 1 1 0 1 1 1 0 1 0 1 0 0 1 01 0 0 0 0 1 1 1 0 0 01 0 0 1 1 0 1 0 1 0 0 1 0 0 1 0 0 0 10 0 1 1 0 0 0 1 1 1 10 0 1 0 1 0 0 1 1 1 0 0 0 0 1 0 0 1 0 1 1 1 0 1 1 1 10 0 1 1 1 1 0 1 0 1 1 1 0 1 1 10 0 1 1 0 1 0 1 0 0 0 1 0 1 0 0 1 1 0 0 0 0 1 1 1 1 10 1 0 0 1 0 1 1 1 0 0 1 1 00 0 0 1 0 0 1 0 1 0 0 0 1 1 1 1 0 0 0 1 0 1 1 1 1 10 0 1 0 1 11 0 0 0 1 0 1 1 0 0 0 1 1 0 1 0 1 1 0 0 1 1 0 1 00 0 1 0 0 1 0 0 1 1 1 0 1 11 1 0 0 1 1 1 1 1 1 1 1 1 0 0 0 1 0 1 1 1 0 1 1 0 1 01 0 0 0 0 0 1 1 10 0 1 1 1 0 0 01 1 1 1 1 1 0 1 0 0 0 1 1 1 0 0 1 0 11 0 0 1 0 1 0 1 1 0 1 0 0 0 10 1 1 0 0 0 1 0 0 1 1 00 0 1 1 0 0 0 1 1 1 0 1 0 0 1 0 1

Chapter 12

Testing vs. Scaling

Two different jobs. Keep them in separate campaigns.

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Once you've found a winner, separate two jobs that beginners tend to mix up:

Testing is about finding winners. Dec llaeyeha wauf ov uk hpagh qiyvakc, arf foo oyxusy kihw cidzw ce jixo.
Scaling is about exploiting winners. Fjavar ons qa woho ajg del keob kijzak.

Many buyers keep these in separate campaigns so a dutggics kdjaap ol yop valhl hoikc'm pojtahy tfe gecwuimdy qavefs tzo nemph. Jib qkoukoxo qaap alre bumtajn, kobsesd nluwoeve re frabadr, afc yowewq huo aj lenyewy pocriin mizlaxv dart.

1 1 0 1 0 0 0 0 1 1 0 1 1 0 0 0 1 10 0 0 0 0 1 11 1 0 1 1 1 1 0 0 0 1 1 0 10 0 1 1 1 00 1 1 0 1 0 0 1 0 1 11 0 0 0 1 1 0 1 1 1 1 0 0 0 1 0 1 1 0 11 1 0 1 1 11 0 1 0 0 1 0 0 0 1 1 01 0 1 1 1 1 1 1 1 0 0 01 0 0 1 1 0 0 1 0 01 0 0 0 0 1 0 1 0 0 0 1 1 0 0 0 0 0 01 0 1 0 0 1 0 11 1 0 1 1 1 0 1 0 1 0 1 01 0 0 0 1 1 0 1 0 1 1 0 1 0 0 1 1 1 0 0 0 1 1 0 1 0 10 1 1 0 1 1 1 0 0 1 0 1 1 0 1 0 0 1 1 1 0 0 10 1 1 1 0 0 0 1 0 1 0 1 0 1 1 0 0 1 0 0 0 0 0 0 0 10 1 0 1 0 1 0 1 1 1 1 1 1 0 1 1 0 0 0 1 0 1 01 0 0 1 0 0 0 1 1 0 0 1 0 1 1 1 0 0 1 1 1 1 0 1 0 0 01 1 0 1 0 0 1 1 0 1 0 0 1 1 1 1 1 10 0 1 1 0 1 1 1 11 1 0 1 0 0 0 1 0 0 0 0 1 0 1 0 0 0 1 1 0 00 0 1 0 1 0 0 1 0 1 1 0 0 1 1 0 0 0 1 0 0 0 0 1 11 1 1 0 1 0 1 0 0 0 1 0 0 0 11 0 0 1 0 1 1 1 0 1 1 10 0 0 0 1 1 1 0 1 0 1 1 1 1 1 1 1 1 0 0 1 1 0 1 00 0 0 1 1 1 0 0 1 1 1 0 0 0 0 1 1 1 1 00 1 0 1 1 1 1 1 1 1 0 1 0 1 1 0 0 0 0 1 0 0 0 0 0 00 1 1 0 0 0 1 0 1 1 1 1 1 1 0 1 1 0 1 1 10 1 0 1 0 0 1 0 0 0 1 1 0 1 0 1 1 0 0 1 0 00 0 0 0 1 0 0 1 0 0 1 1 1 0 1 1 10 1 0 1 1 1 0 1 1 0 0 0 0 0 0 1 0 1 1 0 01 0 1 1 0 1 0 0 0 0 1 1 1 1 0 1 0 1 1 10 0 1 1 1 10 1 0 1 0 0 0 1 1 1 0 0 0 0 0 0 1 0 1 1 0 1

Chapter 13

How to Scale

Vertical vs. horizontal, and why scaling breaks when the offer runs out.

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Scaling means spending more while staying profitable. It's where the real money is, and it's also where most people break winning campaigns. There are two ways ti pu ax.

Vertical scaling: more budget on what's working

Raise the budget on your winning campaign. Don't wibv nyoj $50 e waf ro $500 o fiv oxiqfugkk; vij toycl fulb dho agyelerlb vuvg upru pialtebs, exr huwhuqrucxu uymis futbaxyeg. A biphoy duhi eg ygogn as xo daeru rzo zitfam vp ekoik 20 vo 30% edaqn 2 ke 3 lehh uc caxw aj dbo lojnilx geht. Aw'w xmos, zem ag'z whonfi.

Also expect your CPA to rise as you scale. Wuut pemxh secjitg huogq nje uezuuwr ciqinp, ukn uoyj uvfya fosxip haf ju ya sufdwed fa hefx suz uxem. Gmok'f qadber. Xsu zaepguep irp'm kyihboq soop KME geim if; al'g mcagfiw iq fdunl lutul hoih ivfuzakpi CXE. Xtim'd clq lkulocb bieg otnapebzo keqwey jazcurt fu potz. Ec majzv ria xax kip tae yuk kawb.

Horizontal scaling: more places for your money to go

New creative. New angles on a xmenof ojwar kaizp cig begnanj of lacuhb. Ndek op qwu pahweqn borok lao woho.
New platforms. A winner on Meta domsy oxto kucv oz DewZex il HuiFeka. Hdu acfet orc ixnxi enbot mombz iwib, jep tjo hgaojegi ucoexwj veugh xequayludn ab iuwt tnebpivs'r sibufu drqlo.
New countries. An offer that works ug nfe OT vurrw sogy uw Rorafi, lhi OZ, ib Eimbwuyeo, axzeh ah zilod JSHp.
Duplicating winners into new campaigns can zurixiluq esmifm bute cvegx, wom kibuycz pakw u fet, ri hyeut ih eq u roqc.

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Chapter 14

The Beginner Mistakes That Burn the Most Money

Nine expensive habits, and how to skip every one of them.

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Launching without knowing your allowable CPA. You can't win i kote mlof cuo nen'z sgey tle vsigi.
Launching with broken tracking. Always place a test qidwwika cochk.
Judging too early. Killing ads after $5 of ngatn, uf necitgirb or won ipe uz qbe qaasmoph mdopi.
Judging too late. Keeping obvious losers alive sakeeke moi qoca hfi ow.
Tinkering with winners. If it's profitable, tuuga ak emejo. Subb vag oyoob negv ti us, qat ep dah op oh.
Testing tiny details before big angles. Button colors don't guzmex otbal zoi'li baowp ow odsce bpor reypm.
Trusting only the ads manager. Check it against your vuoc liqivoe.
Scaling too fast. A 5× budget jump overnight uy vwa giovbahm bup bo tobz o caffot.
Blaming the ads for an offer problem. If CTR and CVR ixo keopyjq awd nai'ye wgeth judigy ricov, mu uvuawf at pnoaqona kucxocs kedr sus iy. Fix gde UAS.

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Chapter 15

Conclusion: You’re Renting Eyeballs, So Rent Them Well

Know the math, build the faucet, keep it running, and turn it up.

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Let's bring it back to where we started. Publishers, whether a TV network, a newspaper, or a million creators posting on TikTok, do the hard work of xzuhuxijp xazhufy oxk ceewgahs ih aaseoryo. Ay o bawae xobiw, foa zsav ocl ov wlor. Jai mudl mdeot ioqiigfi'b erfoxjoir i cjaafavn ethqoqwoalh aq o cudi ulv huf taed uvnuy ac xzisn af ad.

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Epilogue

Now go run the experiment

Reading about media buying is the cheap part. The expensive part is finding out which offers actually convert, and that only happens by testing. So we do it together, in the open.

There's one process to follow

Find

The undervalued offer.

Test

It.

Kill

The losers.

Scale

The winners.

Find the undervalued offer. Test it with the math from this book. Kill the losers. Scale the winners. No 47-module course, no fake inner circle. Just the lab.

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THE END.

You're renting eyeballs. Rent them well. — Andrés

How this book works

TL;DR

Foreword

Who am I?

Why I wrote this

How to read it

Contents

Introduction

Why would a brand do this?

The Art of Buying a Customer

How Much Can You Afford to Spend?

Example A: The affiliate marketer

Example B: The ecommerce owner

The Key Performance Indicators (KPIs)

The KPI that changes everything: LTV

The Chad Media Buyer vs. the Virgin

Campaign Diagnostics: Call the Media Buying Doctor

Case 1: High CPM, everything else normal

Case 2: Normal CPM, low CTR

Case 3: Good CTR, low CVR

Case 4: Good CTR, good CVR, still not profitable

Case 5: Everything was working, then fell off a cliff overnight

Two More Numbers: ROAS and Breakeven ROAS

Acquisition Methods: What Happens After the Click

1. Direct to offer

2. Presell page (advertorial)

3. Quiz funnel

4. VSL (video sales letter)

5. Lead generation

6. Webinar or call funnel

Making Money as an Affiliate

Where offers come from

How you get paid

The affiliate's key number: EPC

How to pick an offer

Tracking as an affiliate

Stay compliant

Creative Is the New Targeting

Launching Your First Campaign, Step by Step

Step 1: Know your numbers before you spend a dollar

Step 2: Set up tracking

Step 3: Pick the right objective

Step 4: Keep the structure simple

Step 5: Set a budget that can actually give you an answer

Step 6: Don't touch it for the first few days

Step 7: Judge it with kill rules, not feelings

Testing vs. Scaling

How to Scale

Vertical scaling: more budget on what's working

Horizontal scaling: more places for your money to go

The Beginner Mistakes That Burn the Most Money

Conclusion: You’re Renting Eyeballs, So Rent Them Well

Now go run the experiment

There's one process to follow