Strategies

Ten approaches, and the number each one answers to

AdPlaybook picks between these before it writes a word of copy, because the wrong approach wastes the whole budget in a way no headline rewrites. Each page carries the job, the KPI, the surfaces it suits, and the list of how it goes wrong.

• Direct Response — Cost per purchase or per booked appointment
• Category Education — Cost per qualified attention unit — a 50%+ video view, or a full read of the explainer
• Problem-Aware Capture — Cost per qualified lead (someone who took the informational action)
• Competitor Displacement — Cost per switched customer
• Trust and Authority — Cost per qualified consultation booked
• Retargeting and Cart Recovery — Incremental cost per recovered purchase — incremental, meaning measured against a holdout
• Local Proximity — Cost per call or per booked visit
• Launch and Scarcity — Total conversions within the window against the window's target
• Community and Native — Cost per qualified click, read alongside comment sentiment — the number alone is not interpretable here
• Retention and Expansion — Cost per expansion event (upgrade, renewal, or win-back)

These are read from the same files the app loads, so a page and the product cannot drift apart about what a strategy is.

What none of these pages tells you

Which one will outperform the others for your business. Nobody has measured that here — AdPlaybook has never spent money on a live campaign — and ten pages ranked by results nobody observed would be worth less than nothing to you. What each page carries is what the taxonomy knows: the job, the number, the surfaces, and the documented ways it goes wrong. The failure lists are the part nobody else publishes.