Campaign Set-Up Guide

Best Practices for Campaign Launch:

1. Set up your Pixel and Postback.

• Always start with installing the NewsBreak pixel (even if you use postback tracking) to capture key actions like page views, add to carts, and purchases. This helps improve campaign performance.
• Tools → Event Management. For full details, please review our Best Practices for Event Tracking.

2. Create separate ad accounts.

• For best algorithm optimization, create a separate ad account for each vertical or offer.
• Account Management → Ad Accounts → +Create Ad Account, select most relevant industry.
• If running 2 offers in the same industry, but they have very different CPAs, separate these offers into different ad accounts.

3. Choose your campaign objective and budget.

• Website Conversions to access smart bidding:
• Target CPA: Start with a daily budget about 10x your CPA goal.
• Max Conversions: Start with 5–10x your CPA goal.
• *Max Conversion suggested for a quicker learning phase. (works to deliver as many conversions as possible within your daily budget, so can get the 20 conversions needed to pass the learning phase quicker).

4. Campaign Setup: 1 Campaign > 1-2 Ad Sets > 3–5 Creatives.

• Targeting - fully broad/unlimited for best results. Targeting slows down the learning phase.
• Daily budget 5x-10x CPA goal.
• Higher budgets allow ad sets to exit the learning phase quicker.
• No frequency cap recommended when first launching an ad set.

5. Test multiple creative formats.

• Test both 16x9 horizontal images and 9x16 vertical videos.
• Separate vertical and horizontal creatives into different ad sets.

Helpful Notes:

⭐ Learning Phase Best Practices

• Learning phase is on the ad set level, about 20, ideally 2-3 days.
• Ensure ad set budget is enough for 5-10 conversions/day.
• Do not make any edits during the learning phase, or turn anything on/off during this time.
• Note - prioritize getting an ad set through the learning phase quickly.
  • Then focus on scaling it up by increasing budget and testing new creatives in ad sets with strong learning data associated - rather than duplicating and relaunching.

⭐ Scaling – only after an ad set exits the learning phase.

• Max Conversion – increase budget 30%-50% every 48 hours.
  • If CPA is a little high, set frequency 2x-3x/day.
• TCPA – fixed CPA so can increase budget aggressively.
  • If tCPA isn't spending, increase bid/budget.
• Can switch bid type from MC <> TCPA after learning phase to control CPA
  • Switch once a week max, we optimize on 7-day CPA.
• Can test new creatives in existing ad sets (no need to create a new ad set).
  • Can add batch of 2-4 new unique ads once a week to winning ad sets.
  • Keep existing winning ad(s) on with new ones for few days until new winner(s) identified.
• Note – focus on scaling up ad sets that have passed the learning phase, rather than duplicating!