#DotMD / campaign cockpit

Source: Instagram Campaign Plan and Core Metrics · planning artifact

Two-week Instagram ad test

Clicks are nice.
First projects matter.

An interactive version of DotMD’s beginner-friendly campaign plan. Explore the audience, creative, funnel, metrics, and decisions behind a $210 first test.

Instagram only1 broad ad set3 creative angles14 days

North-star signal

1st

project created

Count the first document, slide deck, or spreadsheet a new user makes—not just the ad click or free sign-up.

Primary comparison: lowest activated-user CPA, with meaningful activation and retention.

The brief

One test. One clear outcome.

Bring relevant people to DotMD, help them create a free account, then help them make something meaningful.

Budget

$15 / day

14 days · maximum $210 total. Don’t increase spend from early views or clicks alone.

Structure

1 broad ad set

United States · ages 18–44 · broad AI/productivity audience. Don’t split $15 across five groups.

Message

3 ad angles

Students, founders/owners, and developers. Let the creative help people self-select.

01 · DISCOVERInstagram ad

02 · VISITDotMD landing page

03 · JOINFree sign-up

04 · ACTIVATEFirst project created

05 · RETURNWeek-1 return / collaboration

Campaign promise: “Create, present, and collaborate with AI in one workspace.” CTA: Try DotMD Free.

Who it speaks to

Five needs. Three ads.

Students

Assignments and presentations → first class presentation.

College organizations

Scattered team work → event proposal or shared deck.

Startup founders

Pitch and investor work → first pitch deck.

Business owners

Blank-page proposals → first client proposal.

Developers & product teams

Fragmented specs and tools → first technical spec.

Decision rule

More clicks can still lose.

Source-plan example: equal spend for three ads. Compare first projects created and activated-user CPA before declaring a winner.

Ad	Spend	Clicks	Sign-ups	First projects	Activated-user CPA	Plan decision
Students	$70	110	8	5	$14	Keep & scale
Founders	$70	70	5	3	$23.33	Continue testing
Developers	$70	140	6	1	$70	Pause & rewrite

Students

$14

Founders

$23.33

Developers

$70

The developer ad drew the most clicks, but only one first project. Curiosity without activation is not the outcome this test is buying.

Illustrative example copied from the planning document; not actual DotMD campaign performance.

Clicks are nice.
First projects matter.

project created

One test. One clear outcome.

Five needs. Three ads.

Change the message, not the ad set.

Create Slides Faster

Follow value through the funnel.

More clicks can still lose.

Let the 14-day test breathe.

Know what to fix.

Clicks are nice.First projects matter.

project created

One test. One clear outcome.

Five needs. Three ads.

Change the message, not the ad set.

Create Slides Faster

Follow value through the funnel.

More clicks can still lose.

Let the 14-day test breathe.

Know what to fix.

Clicks are nice.
First projects matter.

DotMD Instagram Campaign Cockpit