Business brief

What Steve reads before every review and conversation. Write it once, and change it when the business changes.

Next sale

None listed

Decisions it holds

None today

Settings against it

None on

Goal and guidelines

What Steve makes as good as he can, and the bands he keeps inside while he does.

Steer by

Your choice. Over 28 days an order was worth $42 in Win back past buyers and $94 in Holiday gift box. 64% of the store's orders came from first-time buyers.

Clears your goal, its target and aim, and your guidelines: Steve reads the account by cost per order until you choose again.

Aim for

Targetat or overx

Monthly budget

Saved as you change it. Steve never moves money past it.

New customersA first order brings $62.99, so up to $37.80 is still profit at your 60% margin.

Guidelines

Margins

Share of each sale you keep

In your words

Brand rules

One a line. A decision that goes against one waits for you.

Stock

Read from your store. Catalog and Shopping ads stop by themselves; Steve handles the ads that link to a product page.

Pause ads for products that sell outHe asks before putting them back when the product returns.Hold budget raises when stock lasts underdaysNever pause for

One product a line, as your store names it.

Sale calendar

During a sale and the 3 days before it, Steve starts no tests, pauses no ads and cuts no budgets. With an extra set, he asks on the first day to raise the budgets by it, once, and they go back on their own the day after.

NameFirst dayLast day
Spend up to% more a day

Never switch on

If a network turns one of these on, Connections says so first.

MetaAdvantage+ audienceMeta may show the ads to people outside the audience you chose.Advantage+ placementsMeta chooses where the ads appear, across Facebook, Instagram, Messenger and the Audience Network.Advantage+ creative enhancementsMeta may change the picture, the words or the music of the ad as it shows it.

GoogleAuto-apply recommendationsGoogle makes this kind of change to the account itself, without asking.AI Max for SearchGoogle matches the ads to searches beyond your keywords and may rewrite the words and the landing page.

TikTokSmart+ campaignTikTok sets the audience, the placements and the budget split of the campaign itself.Targeting expansionTikTok may show the ads to people outside the audience you chose.Automatic placementTikTok chooses where the ads appear, across TikTok, Pangle and its news apps.

Stock

Read from your store. Catalog and Shopping ads stop by themselves; Steve handles the ads that link to a product page.

Pause ads for products that sell outHe asks before putting them back when the product returns.

Hold budget raises when stock lasts underdays

Never pause for

One product a line, as your store names it.

Never switch on

If a network turns one of these on, Connections says so first.