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Campaign Setup + Testing Methodologies

A step by step guide on how to set up your Proxima audiences

Alex Kahn avatar
Written by Alex Kahn
Updated over a week ago

Ready to create your first Proxima campaign? This document will walk you step-by-step through the setup.

Let's dive in...

Video guide 📺

1️⃣ Define your objective

First, define your objective, bid strategy, and attribution window.

As Proxima's audiences are built based on transactional data, we recommend using them for Sales (or conversion) campaigns with the bid strategy and attribution window that you see the best results with account-wide (or that you use on your top prospecting campaign).

2️⃣ Create a new campaign...

  • Duplicate your top-performing prospecting campaign

  • Add "Proxima" to the campaign name so you can find it easily later

  • Delete all but one ad set in the campaign

    • Delete the ads in that remaining ad set

At this point, you should have a Proxima campaign with a single ad set.

💡 Tip: We recommend adding "Proxima" to your campaign name and the audience type to your ad set name so you can easily monitor performance. For example, if your business is in the Health category, we recommend naming the ad set "Proxima Health - Recent Shoppers".

...Or add Proxima audiences to an existing campaign

If you plan on running the audiences within an active prospecting campaign:

  • Duplicate one of the ad sets in the campaign 5x (one ad set for each Proxima audience)

  • Swap out the old audience within each of the newly created ad sets with one of your Proxima audiences (we recommend applying one audience per ad set)

    • Make sure you have the correct attribution window and objective

      • Delete the ads in the newly created ad sets

3️⃣ Create your ad sets

  • Duplicate the Proxima ad set until you have 5 total ad sets (one for each audience)

  • Select all ad sets, hit the drop-down next to Edit, and hit Name

    • Name all ad sets "Proxima [Your brand category] - [Name of audience]"

  • Click the Edit drop-down and select Custom Audience

    • Apply one Proxima audience per ad set

  • Apply your standard prospecting exclusions

💡 Tip: If you have a limited testing budget, try stacking Proxima's audiences into a single ad set and apply the maximum test budget available

  • If you are running ABO:

    • Select all ad sets, click the Edit drop-down, and hit Budget

      • Set identical budgets at the ad set level

  • If you are running on CBO:

    • Set the budget at the campaign level

Not sure what budget to set Proxima's audiences to? Check out the Budgeting Guide

4️⃣ Add your creative

The last step before launch is adding your creative. First, let's identify 4-6 of your top-performing prospecting ads:

  • Select all your prospecting campaigns in your ad account and go to the ad level view

  • Rank the ads by spend over the last 30 days

  • Identify the 4-6 top-performing prospecting ads

  • Duplicate them into your Proxima ad sets

We see the best performance when using existing ad posts. When feasible, re-use existing Post ID (repeat for each ad you will be using):

  • Hit Edit on the original ad you duplicated

  • Hit Share and “Facebook Share with Comments”

  • If the ad is dynamic (i.e. has different sizes per type of placement) click on the timestamp for when the post was published

  • Copy everything after "/posts/"

  • Go to the Proxima ad set version of the ad and under the ad set-up section select Use Existing Post

  • Click Enter Post ID and enter the URL

  • You will need to set up the UTM parameters again as they are not transferred

Once completed for each ad, duplicate the ads from the Proxima ad set into the remaining ad sets.

💡 Tip: If you're reusing Post ID, keep an eye out for Stories and Reels media files as you may need to change the dimensions to match the original ad

Once you have set up each ad set and applied the creative, you are ready to launch! 🕺🚀


What should I set the budget to?

Read the Proxima Testing Budget Guide for detailed instructions.

We've got two different setup paths based on how much budget your brand can allocate to testing your first set of Proxima audiences:

  • For brands with budget limitations, unable to allocate 10x their in-platform CPA to testing:

    • Launch all 5 Proxima audiences stacked into a single ad set at the maximum test budget available in an ABO campaign

  • For brands that can commit 10x their in-platform CPA or more in test budget:

    • Launch all 5 Proxima audiences in their own ad sets, each with a daily budget set to at least 2x your in-platform CPA with ABO turned on

How long should I wait to adjust budgets?

This will vary based on your spend. We recommend waiting until you've spent at least 30x your in-platform CPA on Proxima audiences to begin adjusting their budgets.

Should I use ABO?

Yes, we recommend activating ABO.

Can I run Proxima audiences on CBO?

If you want to run our audiences on CBO...

  • Best practice is to run the audiences in a CBO campaign with other audiences that are the same LAL size

  • If you want to run with broad or varying sizes, set minimum spend constraints as the algorithm is more likely to favor large audiences

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