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Campaign Design Tasks

Complete the guided decisions before advancing

Start with product selection, then open each action to complete guided decisions. All four green checks must be complete before the student advances to the next page.

Selected product: Not selected

Select product✓
Set weekly budget split by platform✓
Set frequency caps by funnel stage✓
Draft two ad creatives per platform✓
Choose a product

Select one simulation product

Campaign Labs

Complete the remaining campaign setup

Save each lab to lock decisions, update the checklist above, and carry your campaign choices into the rest of the simulation.

Planning Tool

Budget Allocation Lab

Weekly Budget

Budget: Allocate $12,000 across Search, Social, and Email/CRM. Add CPC/CPA ranges and one reallocation rule.

  • CRM: email or list-based channels used to re-engage existing contacts.
  • CPC: cost per click, or spend divided by total clicks.
  • CPA: cost per acquisition, or spend divided by total conversions or leads.

Allocated: $0 / $12,000 (Remaining: $12,000)

Expected Costs Ranges
Reallocation rules if performance drops
If channel is % above target
for days, move % of that spend
to .

Save once your allocation, ranges, and reallocation rule are complete.

Execution Tool

Set Frequency Lab

Funnel Caps

Define weekly ad frequency caps for TOFU, MOFU, and BOFU, then save this lab.

  • TOFU: awareness stage for new audiences.
  • MOFU: consideration stage for engaged prospects.
  • BOFU: conversion stage for high-intent users.

Save when TOFU, MOFU, BOFU caps and trigger are complete.

Funnel stages illustration
Ad Concept Tool

Creative Builder Lab

Two Concepts

Build two ad concepts for your selected product. Use audience type and frequency to align each concept with your strategy.

Concept 1: Emotional Angle

Concept 2: Practical Angle

Save once both concept cards are fully completed.

Back to Overview Continue to Audience

Complete all four campaign tasks above to advance to Audience.

Simulation Navigation
Overview
Campaigns
Audience
KPI
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Reports
Simulation Progress
Selected product: Not selected
Completed steps: 0
Weeks completed: 0
Current Flow
1.Choose product and finish campaign setup
2.Define personas, targeting, and retargeting
3.Select KPIs and save one A/B test
4.Build and launch the campaign plan
5.Review live KPI reporting