Parent: Ads Brain
Destination: mwmsbrain.site
Page Type: Operational Structure Page
Source of Truth: MCR
Purpose
Traffic Structure Framework defines how campaigns, ad groups, and creatives are organised.
This ensures clean data, clear testing, and reliable performance analysis.
What This Page Does
- keeps campaign structure consistent
- separates tests properly
- prevents data mixing
- improves clarity of results
- supports scaling decisions
Core Structure
Use a simple hierarchy:
- Campaign
- Ad Group (or Ad Set)
- Creative
Campaign Level
Define:
- offer
- traffic source
- country
- campaign objective
- test type (angle test, creative test, scaling)
Ad Group Level
Define:
- audience or targeting
- placement
- device type (if relevant)
- test condition
Each ad group should represent a clear test condition.
Creative Level
Define:
- hook
- angle
- format
- message variation
Each creative should test one main idea.
Structure Rules
- do not mix different offers in one campaign
- do not mix different test types in one campaign
- keep naming consistent
- separate testing from scaling campaigns
- avoid unnecessary complexity
Data Clarity
Ensure:
- each test has a clear purpose
- results can be traced back to a variable
- performance is easy to compare
- no overlapping data
Next Step
Use this structure with:
Campaign Runbook
Creative Testing Workflow
Rule
Clean structure = clean data = better decisions.
Poor structure creates confusion and bad optimisation decisions.
MCR remains the source of truth.