SOP Library

Reading routes · 6 steps

You are about to run your first paid ads.

Read in this order. A § sign is a numbered section on the page; each step opens at that section.

  1. SOP 35 · §3 The four requirements a platform must meet Choose the first paid platform four requirements a platform must meet
  2. SOP 36 · §1 Why this is the problem worth solving Build the targeting ladder why targeting matters most; its flag gives a second view, that the ad itself tells the platform whom to find
  3. SOP 32 · §2 The four call-outs Call out the audience four ways four ways to call out the audience
  4. SOP 37 · §2 The three layouts Lay out a landing page three landing-page layouts
  5. SOP 56 · §3 The calculation Define and compute what a customer costs to acquire what a customer costs you
  6. SOP 55 · §6 The ratio, and the benchmark on it Compute lifetime gross profit and the ratio that gates spending what you can afford to pay for one