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Scaling Your Campaigns: Best Practices

  • Updated

One of the most common questions we get is how to scale campaigns. See below for the must-know tips to achieve scale on NewsBreak!

Pixel & Postback Tracking

Set up complete payment event tracking in Event Management to unlock advanced bidding strategies and improve optimization.

Targeting Strategy

Leverage an unlimited targeting approach. Broad targeting allows our algorithm to optimize campaign performance more effectively.

Recommended Ad Structure

For optimal results, follow this structure:

  • Campaigns: 1-2 per strategy

  • Ad Sets: 2 per campaign

  • Ads: 3 per ad set

Creative Best Practices

Static Images & GIFs:

  • Best in 16:9 format (horizontal)

  • Minimal text for a native-style look

Videos:

  • Search Ads: 5-10 sec, vertical (9:16)

  • E-commerce & Lead Gen: ~1 min, vertical (9:16)

👉Feature Update: You can now upload new creatives into existing ad sets.

💡Bonus Tip: Turn off underperforming ads before uploading new creatives.

Learning Phase Optimization

Goal: Achieve 20-30 conversions to exit the learning phase.

  • If learning is slow, relaunch with new creatives or increase the budget.

  • Avoid major adjustments (e.g., targeting, budget, day-parting) during the learning phase to maintain stability.

Performance Troubleshooting

  • Low Conversion Rate (CVR)? Test new landing pages.

  • Low Click-Through Rate (CTR)? Test new creatives.

  • Budget Guidelines:

    • Daily Budget < $200: Use 2-3 creatives per ad set.

    • Daily Budget > $200: Use 3-5 creatives per ad set.

Budget Strategy for Scaling

  • Max Conversion: Increase budget in ≤50% increments to maintain performance stability. 

  • tCPA & tROAS: Allow for more aggressive scaling.

  • Max Conversion & Max Conversion Value: More gradual budget scaling.

  • Lower CPM on weekends → Great time to scale spend.
  • We also recommend to wait at least 48 hours between adjustments

Scaling Strategies

Ad Set Level:

  • If a campaign is performing well but a specific ad set is declining, create a new ad set within the existing campaign.

Campaign Level:

  • If an entire campaign is successful and you want to scale further, launch additional campaigns to test new targeting strategies.

Frequency Cap Management

  • Set up frequency caps after the learning phase is complete and CPA is high to improve efficiency.

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