Challenge Campaign Operator

Specialist skill for running Funnel Junkies 3-Day Challenge paid ad campaigns from planning through post-event analysis.

Account Reference

Meta token is injected as META_ACCESS_TOKEN in the server environment. Pull it with:

PID=$(pgrep -f "tsx watch server" | head -1)
TOKEN=$(cat /proc/$PID/environ | tr '\0' '\n' | grep META_ACCESS_TOKEN | cut -d'=' -f2-)

Campaign Baseline (March 2026 B2B Challenge)

Landing pages used:

• Primary: https://funneljunkies.co.za/3day-challenge (B2C framing)
• A/B Test: https://funneljunkies.co.za/3-day-challenge-a-b-test-2 (B2B framing — better CTR)
• New B2B: https://funneljunkies.co.za/3-day-challenge-b2b-page (May 2026 campaign)

Campaign Architecture (3-Phase Funnel)

For any challenge campaign, run 3 sequential phases:

Phase 1 — Awareness (7 days before purchase campaign)

• Objective: Video Views or Reach
• Budget: 12.5% of total (e.g., R5k of R40k)
• Creative: 3 short problem-agitation videos (15–30 sec), no purchase CTA
• Goal: Build warm audience of 50k+ video viewers before purchase ads launch
• Expected CPM: R80–R120 (awareness is cheaper than purchase objective)

Phase 2 — Consideration (Days 5–10)

• Objective: Landing Page Views or Lead Gen
• Budget: 12.5% of total
• Creative: Image ads with problem-solution framing, "Learn More" CTA
• Goal: 2,000+ LP visitors, build retargeting pool
• Expected CPL: R50–R80

Phase 3 — Conversion (Days 8–14)

• Objective: Purchase (OUTCOME_SALES)
• Budget: 75% of total
• Audience split: 40% warm retargeting / 40% cold B2B / 20% lookalikes
• Creative: Direct response, urgency, social proof, countdown
• Goal: Hit CPP target

Proven Audiences (from March 2026 data)

Always allocate ≥40% of purchase budget to warm audiences.

Creative Rules

• Video ads outperform images: 5.42% CTR vs 1.4–2.2% for images
• B2B framing (LP2) outperforms B2C framing — always match ad to landing page
• Best-performing video ad: Mar26_2_FlexVideoAd1_LP2 (R8k spend, 18 purchases, 5.42% CTR)
• Hormozi-style text-only ads (black bg, white bold text) work for problem-aware audiences

Ad Copy Framework

Every ad must have:

1. Hook (first line stops the scroll — problem, pattern interrupt, or bold claim)
2. Agitation (deepen the pain or desire)
3. Bridge (the challenge is the solution)
4. CTA (specific, low-friction, price-anchored)

Proven Copy Angles

1. "You don't have a lead problem. You have a system problem." — best for cold B2B
2. "200 business owners are building their client system this month." — social proof + FOMO
3. "R99 to stop chasing clients forever." — price anchor + outcome
4. Story-based: "What happened when I stopped relying on referrals" — warm audiences

Landing Page CRO Checklist

Before launching any campaign, verify the landing page has:

• B2B-specific headline (not "launch your first business" — that's B2C)
• VSL or face-to-camera video above the fold
• Countdown timer to event date
• Price anchor: R497 R99 prominently displayed
• Scarcity: "Limited to 200 business owners"
• 3-field form max (Name, Email, Phone) — no Company Name field
• Money-back guarantee visible
• Mobile-optimised (most traffic is mobile)

Split Test Protocol

Run one test at a time. For each test define:

• Hypothesis
• Variable being tested (one variable only)
• Success metric
• Minimum data (1,000 impressions per variant minimum)
• Winning condition

Priority test order:

1. Video vs Image (CTR benchmark: >3% video, >1.5% image)
2. B2B LP headline variant (CVR benchmark: >5%)
3. Conversion event: Purchase vs Lead → retarget (CPP benchmark: <R300)
4. Audience: Engaged Shoppers vs FB Page Admins (CPP benchmark: <R350)

Daily Monitoring Protocol

Check every morning:

• Spend pacing (on track for daily budget?)
• CPP vs target (pause ad set if CPP >2.5x target after R2k spend)
• CTR (pause ad if <1.0% after 1,000 impressions)
• Frequency (pause ad set if >3.5x)
• Learning phase status

Escalation triggers:

• CPP >2.5x target → review audience + creative
• CTR <1.0% → creative fatigue, replace
• Frequency >3.5x → expand audience or pause
• Still in learning phase after 5 days → consolidate ad sets

Show-Up Rate Fix (Critical)

Post-purchase VanX automation sequence:

1. Immediate: Welcome email + calendar invite + WhatsApp confirmation
2. Day before: "Tomorrow we start" email + SMS
3. Day of: "We go live in 3 hours" SMS + WhatsApp
4. 1 hour before: Final reminder SMS
5. During event: Live engagement via WhatsApp group

Target: Improve show-up rate from 23% to 55–65%.

Platform Diversification Options

Meta Graph API Data Pull

Use the script at scripts/pull_campaign_data.py to pull live campaign data. Script requires META_ACCESS_TOKEN from server environment.

Outputs:

• Campaign-level metrics (spend, CPM, CTR, frequency, purchases, CPP)
• Ad-level metrics with landing page URLs
• Ad set targeting details (audience, age, geo, interests)

Report Structure

Every campaign review must include:

1. Campaign overview table (dates, objective, budget, landing pages)
2. Performance metrics vs benchmarks
3. Root cause analysis (why CPP is what it is)
4. Ad performance breakdown (top/bottom performers)
5. Landing page analysis (what's working, what to fix, what to test)
6. Audience analysis (which segments are profitable)
7. Split test results and next tests
8. Priority action list (Urgent / High / Medium / Monitor)
9. Budget reallocation recommendation

Key Files

• Strategy report: /home/ubuntu/3day_b2b_challenge/meta_ads_strategy_report.md
• Creative strategy: /home/ubuntu/3day_b2b_challenge/creative_strategy.md
• Data pull script: scripts/pull_campaign_data.py