Step 1 — Your setup
Structure determines what data you can learn from. Bad structure produces noisy account data and misleading conclusions. RGM training walks through structure, bidding strategies, audience layering, and optimization cadence for Meta, Google, TikTok, LinkedIn, and Amazon. Free, no signup.
Start the training →How we think about structure
Test in signal-rich environments first. Meta with video is our default test environment for B2C creative and audience testing — it gives more signal per dollar than most other channels because of feed dynamics and Advantage+ optimization.
For B2B, LinkedIn is the default test environment because targeting precision (job title, company, industry) lets you reach ICP-matched audiences directly without wasting impressions on irrelevant viewers.
Crush BOF channels like Google Search and Amazon while you test TOF/MOF on signal-rich platforms. Bottom-of-funnel intent channels reward maximum coverage; top-of-funnel discovery channels reward concentrated learning.
Once you distill winning creative, audiences, and offers across the funnel, expand to additional channels (TikTok, YouTube, Pinterest, programmatic). Channel expansion succeeds when you bring in proven assets. It fails when you spread budget thin across untested ideas.
Budget > test count. More budget means more tests. Less budget means fewer tests with deeper budget each. We never dilute spend across so many tests that none produces a clean signal.
Methodology & references
- Meta Business Help Center — Advantage+ and audience documentation
- Google Ads Help — account structure best practices
- LinkedIn Campaign Manager documentation on audience targeting
- TikTok Ads Manager structure guidance
- Common Thread Collective — DTC ad ops publications
- Tinuiti — paid-media quarterly benchmarks
- RGM operator notes — ad ops engagements 2023–2026