Paid advertising is steered with numbers. Those numbers still have to mean the same thing from one month to the next.
In Argentina that is precisely where most dashboards mislead.
A cost per purchase cannot be compared as an amount
This month's cost per purchase, compared with last month's, says nothing if prices moved in between. The figure rises, and nobody knows whether the campaign got worse or everything simply went up.
The measure that stays valid is a ratio: cost per purchase divided by the average basket of the same month. It is a percentage, it is comparable over time, and it answers the only question that matters: does each sale still leave a margin.
Keep that ratio in a separate column, next to the amounts. It is what should trigger decisions.
What to check before spending
That the price shown on the page matches the one in the video. A creative announcing an amount becomes untrue quickly, and you are then paying to send people towards a disappointment.
The fix is simple and permanent: no price in the video. The price lives on the page, the video carries the reason to go there.
Check availability too before restarting a paused campaign. Running traffic to an out-of-stock product is the most pointless spending there is.
How many variants, and why
Three hooks minimum for the same video body. The opening decides, so the opening is what you multiply.
A change of face as soon as possible: another creator revives attention where a text change no longer suffices.
And a version without burnt-in text, to allow recutting without paying for another shoot.
The rhythm
Launch several hooks at once, on a small budget, and touch nothing for a few days. A creative judged after a few hours is judged on noise.
Cut what does not start, keep what works, and prepare the replacement before you need it. A campaign that stops for lack of material costs more than three extra videos.
What ages fastest here
Any video mentioning an amount, a promotion, a number of instalments or an availability.
Any seasonal video run against the southern calendar, which happens as soon as imported content is reused without checking the date.
And any video whose setting visibly dates, which the viewer notices before the message.
What to ask the creator for
Three different openings for the same piece, shot on the same day. The marginal cost is low while everything is set up, and it gives you enough for a month.
The original file, so you can recut yourself.
And the advertising usage right, in writing, with its duration. It is the line always discovered too late, and a video bought without it cannot serve where it would be most useful.
What gets tested, one variable at a time
| Variant | What changes | What you watch |
|---|---|---|
| A | The hook in the first three seconds | Share still there at 3 s |
| B | The length, 15 s against 30 s | Cost per click |
| C | The closing line | Share that clicks |
What stays identical between two variants
The product, the landing page, the daily budget and the test window: otherwise the comparison means nothing.
What stops a test
A variant winning over two full days, or a budget spent with no measurable difference.
What not to do when the cost rises
Increase the budget. If cost per result climbs while nothing has changed in the settings, it is not a budget problem, it is a creative that has reached the end of its life.
Change three things at once. You will know something moved without ever knowing what.
And judge over a week. In a category where the decision involves a comparison, the effect is measured over four to six weeks.
