Maximize Conversions Best Practices

Welcome to our Maximize Conversions Best Practices Guide! We’ve already covered the basics and how to create a campaign here, so now we'll explore advanced strategies, including daily budget recommendations, targeting tactics, scaling strategies, and more, to help you maximize your ad performance and profitability.

Best Practices - Setup 

1. Daily Budget

   • It's highly recommended to begin with a small budget to let the system learn. More specifically, we suggest setting your daily budget around 10x your goal CPA (although there are some exceptions to this rule). Note that our recommended range to start is $50-$500.

   • For example, if your CPA is lower, such as $3, we do not recommend a daily budget of $30 as it is too small: We suggest starting with at least $50.
   • For example, if your CPA is higher, such as $100 per conversion, we don't recommend starting with a $1,000 daily budget: We suggest starting with a maximum of $500.
2. Ad Set Creation
   • To start, we suggest creating 2-3 ad sets under one campaign.
3. Stay Patient
   • Remain patient during the learning phase (also known as the cold start period) as our model needs time to capture learnings. This learning phase only takes a few days, so please do not change anything during this time in order to not disrupt these crucial learnings.
4. Targeting
   • Broad targeting is generally recommended for conversion-based campaigns, unless you have restrictions. For example, if you want to advertise a product solely designed for older demographics, applying age-targeting makes sense.

Best Practices - After Cold Start

1. Adjusting Daily Budget
   • If you need to adjust your budget, we suggest not to adjust it drastically. Only increase or decrease the budget by a maximum of 30-50% each time and closely monitor the performance for 2-3 days to gauge the impact. For example, if you start with a daily budget of $500, you may increase it to $750 after the cold start, leave the campaign alone for a few days, and then you can increase to $1,000 once you gauge performance.
2. Ad Sets
   • Keep the higher performing ad set on and switch off the others.

3. After the Learning Phase is Complete:

   • Below Expected CPA: If your actual CPA is lower than your expected CPA, consider increasing your budget. 

   • Above Expected CPA: If your actual CPA exceeds your expected CPA, within your current ad set, you have a few options:

     • Decrease the budget first and make sure the performance is under control.

     • Adjust your target audience.

     • Optimize your creative to boost the CTR.

     • Make a copy of your ad set: If you’re seeking different performance outcomes, duplicating ad sets can sometimes yield different results. Proceed with caution though, as it resets the learning phase.

 💡 Pro Tip: Check in on your campaign's performance every day!