Placement playbooks
Operator checklists tied to the surface map — what each campaign type can buy, where to look in reporting, and creative gotchas before you scale spend.
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Performance Max — surface checklist
Every Google surface PMax can serve into, what you control with assets vs. what Google decides, and where to look in reporting when delivery looks wrong.
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Demand Gen vs Video campaigns
When to use Demand Gen vs legacy Video line items, which surfaces overlap, and how to avoid running two campaigns into the same YouTube inventory unknowingly.
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Meta — Feed vs Reels vs Stories
How Meta objectives map to Feed, Reels, and Stories — and what to check in breakdowns when CPM diverges across placements.
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TikTok — In-feed vs Pangle
When TikTok scales beyond For You delivery into Pangle, what changes in creative, reporting, and quality checks — and when to split campaigns.
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Shopping — surface checklist
Every Shopping surface Google can serve into — Search, Discover, Gmail, YouTube — and what feed vs. asset-group quality gates to hit before scaling.
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Meta Advantage+ — placement breakdown habit
How Advantage+ shopping and broad delivery collapse placements — what to export weekly and when to split campaigns by surface.
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Meta — Explore vs Feed delivery
Instagram Explore is discovery inventory — different CPM, creative fit, and objective mapping than home Feed. When to split ad sets and what breakdowns to export.
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Meta Audience Network — quality gate
When Audience Network helps scale and when to exclude it — placement breakdown habits, creative requirements, and CPA guardrails.
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YouTube — bumper vs skippable in-stream
6-second bumpers vs 15s+ skippable units — duration caps, companion banner rules, and when Video campaigns beat PMax for subtype control.
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TikTok Search + Spark — operator checklist
When to use Search ads vs in-feed Spark boosts, creative differences, and reporting splits before scaling spend.