Scaling Meta Ads (Facebook Ads) sounds like a simple thing for most media buyers. Just increase budgets and keep adding new creatives, right? Well, you know that the very moment you touch a profitable campaign, it tanks! The challenge isn’t getting a winning campaign at low scale. It’s keeping winners profitable while you scale them. And when you’re spending serious money, every move counts. In this guide, I’ll break down the exact decisions that make or break your scaling strategy. When to start scaling a campaign and by how much? How do you know it’s the right time to clone? What should you clone: campaigns or ad sets? When does it make sense to clone across multiple ad accounts? After cloning, do you keep duplicating or scaling budgets? Let’s break it all down so you can scale more reliably. When Should I Start Scaling a Campaign and by How Much? Most media buyers either fail to scale a profitable campaign properly or make the mistake of scaling it too early. For example, even though you might be getting a good CPA within the first couple of days of your ad set or campaign running, it doesn’t mean it’s reliable enough to be scaled unless you have collected enough conversion data. According to Meta’s official documentation, ad sets and campaigns need to go through at least a full 7-day learning period and collect a minimum of 50 conversions. However, real-world results show something slightly different. If your campaign generates around 8-10 or more conversions a day consistently, you don’t necessarily need to wait a full week before starting to scale your campaign. Here’s why: . As you can see from the above graph, during the first couple of days, CPAs are fluctuating in the high range, sort of like 2x-5x your CPA goal or even higher. During this period, Meta seems to be testing different audience pools in order to find the best audience able to deliver the highest number of results for the allocated budget. By day 3, the CPA has the tendency to come closer to the desired CPA. By day 4, you might hit your desired goal, which will then continue delivering results at a similar CPA or lower. With these patterns in mind, you should give Meta at least 3-4 days with a consistent amount of generated conversions before starting to scale your campaign or ad set budget. If you do it earlier, or you have generated less than 8 conversions a day, then you’re likely playing russian roulette, and what you scaled might tank the next day. Besides the number of days running and the generated amount of conversions, how much and how often you increase your campaign or ad set budgets is quite important. Years ago, Meta used to recommend increasing the daily budget by not more than 30% at a time. This was the safe mark that helped you scale smoothly without shaking the algorithm’s learnings. These days, Meta’s official documentation is quite vague and refers to extreme budget changes like 10x the current budget without giving any percentage references. However, when looking at hundreds of thousands of campaigns and their scaling dynamics, we can confidently say that the safest approach would be to stay within the 20%-30% range for medium to high CPA campaigns. For lower CPA campaigns, you can also push it to 50% or even 100% budget increases at a time. Just make sure you have enough conversions and you don’t do it way too often. Stop wasting money: Add this stop-loss rule » How Often Should You Change Budgets? Budget change frequency is quite important too! In fact, exaggerated budget changes are counted as “significant edits” for Meta, which leads to resetting the learnings the campaign has collected so far. Too frequent budget changes continuously impact your ad set or campaign learnings, which later might lead to a fluctuating CPA that never settles. Check out the following graph: In this graph, you may notice how the CPA increases every time a budget change is applied to an ad set or campaign. In fact, every time a significant budget change is applied, the CPA tends to increase for 1-2 days, then settle back down to its optimal range. Of course, the CPA is highly influenced by the ad strength and competition, however, it’s important to consider how significant budget changes impact the stability of the ad set or campaign. As such, for more stable campaigns, it’s best to scale your budgets once every two to three days. If your CPA is low enough and you have enough margin, you can also change it more frequently in exchange for a slightly higher CPA, lower margin, but higher net profit. Grow faster: Add this budget scaling rule » When Should I Clone Ad Sets or Campaigns? Another way of scaling campaigns is to clone your best performers multiple times. This not only allows you to have more campaigns using the same winning set of creatives and funnels. It also allows you to reach a much larger audience than you couldn’t have reached through a single campaign with a limited budget. Interestingly enough, when you clone ad sets or campaigns, your likelihood of reaching a different audience pool is pretty high. For this very reason, you might notice an important performance difference between the original ad set or campaign, even after you’ve run the new one past the initial learning period. Getting back to when it’s the right time to clone… once you find a winning ad, ad set, or campaign, it’s best to start scaling it not only vertically (by increasing budgets), but horizontally too (cloning it). In a nutshell, if the ad set or campaign generates 8-10 conversions a day consistently on optimal CPA or ROI and has exited the learning phase by day 5, you are good to go. If it takes longer for the ad set or campaign to exit the learning phase, then give it enough time to collect at least 50 conversions/week on a good CPA or ROI, then go for it. What Should I Clone: Campaigns or Ad Sets? The short answer to this is both. However, there are some nuances and situations when you’d want to clone campaigns over ad sets, ad sets over campaigns, or even just ads from one campaign to another. If you are running CBO (campaign budget optimization) campaigns (currently labeled as Advantage Campaign Budget), it makes more sense to clone campaigns. Cloning ad sets inside such campaigns won’t make much sense unless you plan on changing the audience targeting, since Meta will try to focus the campaign budget on the best-performing ad set. In other words, you won’t be scaling your spend. If you are running ABO (ad set budget optimization) campaigns (meaning you’re setting the budget on the ad set level), it makes sense to clone ad sets within the same campaign. By doing so, you are leveraging campaign-level learnings that have been collected so far and utilizing them on the newly cloned ad sets to exit the learning phase faster and potentially perform very similarly to the original one. On top of it, for ABO you can also clone campaigns, and that will very quickly scale the ad spend multiple times from the current one. Pro tip: When cloning ABO campaigns, make sure you reset your scaled ad set budgets to a reasonable amount, otherwise your newly created campaign and ad sets will start spending on hefty budgets and that might not make much sense. Clone winners: Add this campaign cloning rule » Does it Make Sense to Clone Across Ad Accounts? Most new Meta ad accounts have a default spending limit that progressively increases as you build up some spending history with them. This often may prevent you from scaling winners fast and taking advantage of the momentum to generate more profits. Besides that, depending on the type of campaigns that you’re running or how aggressive your ads are, ad accounts might be at risk of getting restricted from advertising. Both these cases prevent you from scaling or squeezing any potential profits from your winning campaigns. As such, cloning campaigns across multiple ad accounts is the next level of scaling your winning campaigns. This not only allows you to multiply your current scale faster, but also helps you mitigate any potential ad account restrictions that might turn your […]

If you are currently running or aim to run paid campaigns on Meta Ads at scale, it means that you are or will soon be managing multiple campaigns simultaneously. Spread across multiple ad accounts, testing multiple hooks, angles, creative elements, etc. Imagine having like 30-50 campaigns running at the same time, having to review their ad performance every day, work on new creatives, new angles, not to consider everything else you need to optimize down your campaign funnel. These X automatic rules will help you get rid of babysitting your campaigns, especially if you are managing considerable daily budgets. Automatically Stop Low-Performing Campaigns Not every campaign or ad set you launch is guaranteed to succeed. Only a small percentage of all launched campaigns or ad sets become winners. As such, shutting down low-performing campaigns or ad sets on time is crucial to save ad spend waste. The following rule will shut down a low-performing campaign after its 3rd day of running in case it doesn’t deliver the aimed results. As you can see from the screenshot below, the rule analyzes the total ad spend of the campaign, its daily performance over the last 3 days. Then on midnight of the specified time zone, it pauses the campaign automatically. This approach ensures each newly launched campaign or ad set gets enough time and budget. An alternative way of setting up this automatic rule is by replacing the CPA with the ROI (tracker), which is calculated based on the ad spend reported from Meta Ads and the revenue reported by your analytics platform. This is one of the unique capabilities of TheOptimizer, which allows you to optimize based on accurate combined statistics from more than one information source. Both of the above rules are set to execute actions at the campaign level. Using the same logic, you can easily set up rules at the ad set level. Automatically Scale Budgets on Good-Performing Campaigns Once you land on a good-performing campaign, your next optimization step is scaling it. However, this is something you shouldn’t do on gut feelings (like most media buyers do). Instead, you should take a data-driven approach that you can replicate and scale confidently. This is what the following rule does. It looks at the total spend of the campaign, the number of collected results over the last 7 days, as well as the actual day-to-day CPA over the last 3 days. Once everything meets the thresholds, the rule will increase the daily budget of the campaign 2x a week by 20%. This rule executes budget changes at the beginning of the day according to the selected time zone (usually ad account time zone) to ensure a smooth budget pacing throughout the day. Also, the frequency of budget changes ensures smooth, consistent scaling while accounting for CPA fluctuations that can occur after a budget increase. Alternatively, you can change budgets 3x a week or even more frequently by adding one more day in the execution schedule. Automatically Drop Budgets on Increased CPA Campaigns Quite often, when you increase budgets too aggressively, the CPA tends to go a bit higher than your CPA goal. When this happens, it’s best to drop back the budget to levels when your CPA was within your CPA goal. It’s a form of telling Meta that you don’t like the results you’re getting. This rule drops the bid specifically for when your campaign or ad set has been running with a good CPA (below a specific threshold), then in the last couple of days the CPA has increased (above a specific threshold). If the CPA is higher than your threshold for two consecutive days, then the rule will drop the daily budget of the campaign or ad set by 20% at the beginning of the day, according to the ad account time zone. You can create a similar rule using ROI or ROAS as a metric. Just make sure your conditions properly qualify which campaigns or ad sets the rule is going to adjust budgets too. Automatically Pause Degrading Campaigns or Ad Sets Sooner or later, campaigns come to a dead end where they don’t perform that good anymore. Especially those that used to be good performers and generate good profits. When that moment comes, it’s best to turn off the campaign to prevent wasting the profits it generated. This rule looks at campaign performance over the past 7 days. It first checks whether the campaign has generated at least 50 conversions during that period. If it meets that threshold, it then compares the ROI from days 6 to 4. If ROI during that window was higher than 20%, the rule proceeds to evaluate the ROI over the most recent 3 days, one day at a time. If it detects a consistent decline and sees that the ROI on the most recent day has dropped below -20%, it pauses the campaign or ad set. The goal of this rule is to cut wasted ad spend as early as possible when performance starts to decline. If you prefer a less aggressive approach, you can expand the time frame and allow more than one day of negative performance before triggering a pause. You can also adapt the rule to use ROAS or CPA instead of ROI, depending on how you track performance. Update Saturated Ads – Alert Rule This rule constantly monitors the performance of your ads and sends you an email, slack, or telegram alert to notify you it’s time to refresh your ads. This way you don’t let a good-performing campaign degrade to a point of no recovery; instead, you keep on feeding it with fresh creatives. The rule first checks if the ad has spent at least $5 over the last 6 days. If it meets that condition, it then looks at the CPA for the most recent 3 days and confirms whether performance has been consistently good across all three. Finally, it checks the ad frequency between days 3 and 1. If frequency is 3 or higher, the rule sends a notification prompting you to refresh the creatives. Consider adjusting this rule to your performance thresholds. Instead of using the CPA, you can alternatively use ROAS, ROI or any other important metric for your campaign. Automatically Pause Saturated Low-Performing Ads While you keep on feeding your campaigns with fresh ads to keep up the performance of your campaigns, it is best to kill any saturated ads that are generating results above your KPI goals. This rule checks if your ad has spent $5 or more over the last 7 days. It reviews the CPA for each day to see if it consistently exceeds a specific threshold. It also checks if the ad’s frequency is higher than 3. If all these conditions are true, the rule automatically pauses the ad. Consider adjusting this rule to your performance thresholds. Instead of using the CPA, you can alternatively use ROAS, ROI or any other important metric for your campaign. Automatically Clone Winning Campaigns – Same Ad Account As part of your scaling strategy, apart from increasing campaign budgets, you should also clone winning campaigns. This not only allows you to scale up the ad spend, but also gives the opportunity to land on a broader audience pool that will allow you to further scale your winners. On top of it, the cloned campaign will carry on part of the learnings from the original one. This rule checks if the campaign has spent at least $150 over the last 5 days. It also verifies that the campaign has generated 50 or more results in the last 7 days. If those conditions are met and the CPA has stayed below your set threshold for the last 4 days—indicating stable performance—the rule triggers the creation of 3 clones of the original campaign. The cloning process runs every Tuesday at midnight (PST), and each clone starts with a reset budget of $100/day. Cloning at midnight (based on the ad account’s time zone) prevents issues where campaigns are cloned mid-day and end up spending their full daily budget in just a few hours. The rule creates 3 clones instead of just one because not every new campaign will perform well. By launching multiple versions, you increase your chances of finding at least one that continues to deliver results. Since performance isn’t guaranteed right away, starting with a $100 daily budget helps reduce […]

  In this live training, we’re diving deep into the exact strategies top media buyers use to track, automate campaign launches, test keywords, and scale effortlessly—so you can focus on what really matters: driving results.   Training agenda: 🛠️ Tracking Setup:  Learn how to set up tracking efficiently to better track and analyze the performance of your campaigns. ⚖️ Keyword & Domain A/B Testing:  How to split-test domains and keywords to maximize your margins. ⛔ Tested Stop-Loss Rules:  The only stop-loss rules you need to safeguard your budgets. 📈 Campaign Auto-Scaling: Take the guesswork out of scaling by automating your growth and maintaining control. 🚀 Bulk Campaign Launching:  Streamline your process to launch multiple campaigns at once, effortlessly. 📊 Campaign Analysis:  What to look for and how to quickly analyze the performance of your campaigns. 🎛️ Fine-Tuning Rules:   The data-driven approach on how to fine-tune your existing rules or create new ones.

In this live training, we dived deep into the exact strategies top media buyers use to automate campaign launches, test keywords, and scale effortlessly—so you can focus on what really matters: driving results. Training Agenda Here’s a brief summary of what you’ll learn from this training: Tracking Setup : Learn how to set up tracking efficiently to better track and analyze the performance of your campaigns. Keyword & Domain A/B Testing : How to split-test domains and keywords to maximize your margins. Tested Stop-Loss Rules : The only stop-loss rules you need to safeguard your budgets. Campaign Auto-Scaling : Take the guesswork out of scaling by automating your growth and maintaining control. Bulk Campaign Launching : Streamline your process to launch multiple campaigns at once, effortlessly. Campaign Analysis : What to look for and how to quickly analyze the performance of your campaigns. Fine-Tuning Rules :  The data-driven approach on how to fine-tune your existing rules or create new ones. Q&A  and Key Takeaways

Check out these tested optimization strategies that helped 5-figure a day Meta Ad buyers scale their campaigns profitably without wasting their life behind screens.

Learn how to leverage TheOptimizer.io’s latest features, reporting upgrades, automation rules, bulk launching, and expert tips to boost your campaign profits.

Search arbitrage media buyers waste thousands of dollars a month testing different strategies on Meta Ads before finding success. But what if there was a way to cut your losses, boost your profits, and streamline your workflow? These 5 automatic optimization rules are the unfair advantage you’ve been missing. Before you begin! Please note that thresholds and time zones defined in the following rules are for reference purposes only! It is highly recommended to adjust performance thresholds to your actual thresholds, as well as adjust the time zone settings to your ad account reporting time zone or another time zone that fits your needs. Cut Non-Promising Campaigns Part of your day-to-day process is that of regularly launching new campaigns daily. This process helps you find new winning campaigns, but at the same time increases your ad spend and the possibility of generating bigger losses from testing. This optimization rule will help you minimize your ad spend waste by automatically turning off non-promising campaigns on time. Rule explanation: The rule checks if a campaign has been running for more than 4 days and if it has generated less than 40 conversions. It also checks the ROI between the last 2 and 4 days, and for yesterday if it is worse than negative -30%. Additionally, the rule targets the hour of day at which the actions are executed. Here we select the ad account time zone and combine it with the execution frequency of every 1 hour. The goal of this rule is to pause newly launched campaigns if after 4 days of running the campaign hasn’t reached the break-even zone.   Detect Performance Dips The purpose of this rule is to detect negative performance changes in a good campaign and prevent losses before it wastes any profits generated so far. It aims to identify campaigns that have been performing well but have recently experienced significant performance decreases. Rule explanation: The rule checks if the tracker ROI between the last 4 to 2 days has been greater than 10% and if the ROI for yesterday has been less than negative -10%. In addition, it checks if the CPA has a 50% increase compared to the CPA between the last 6 and 2 days. It executes the next day after the previous day’s revenue has been finalized by using the Hour of Day condition in combination with the execution frequency of every 1 Hour.   Clone Winning Ad Sets The purpose of this rule is to help you scale your Meta campaigns horizontally by detecting and cloning winning ad sets 2 times each 3 times a week. Rule explanation: The rule evaluates the performance of your Meta campaign ad sets over two-time intervals: the last 6 to 3 days and the last 2 to 1 days. If the performance is greater than 15% in both intervals, the rule initiates a cloning action. Additionally, the rule incorporates an Hour of Day condition, which restricts the cloning to occur only three times a week, specifically at 1 am in the ad account’s time zone. This condition is implemented by combining it with an execution frequency of every 1 hour.   Scale Winning Ad Sets The purpose of this rule is to help you automatically scale the budget of your winning ad sets or campaigns by automatically increasing the ad set or campaign budget by a specific % of the current budget. Rule explanation: The rule checks if your ad set or campaign has more than 50 conversions in the last 7 days (excluding today). Then it checks if the ROI of your campaign or ad set between the last 6 to 3 days and 2 to 1 days is greater than 20%. By using an Hour of Day condition in combination with the execution frequency of 1 hour it makes sure to update the budget only 3 times a week at 1 am your specified time zone (ad account time zone). Once all these conditions are true, it increases the budget by 40% of the current budget by respecting the minimum and maximum budget limits.   Low-Performance Alerts The purpose of this is pretty straightforward. What it does is alert you if any of your Meta campaigns or ad sets are running on a negative ROI for more than 4 days. Rule explanation: The rule checks if your campaign or ad set has less than 30 conversions over the last 5 days. It also checks if the ROI between the last 4 to 3 days, 3 to 2, and 2 to 1 days is worse than negative -10%. It executes every 2 hours and sends an alert via email, slack, or telegram with the names of your Meta campaigns or ad sets that meet the rule conditions. No optimization action is executed.   Running search arbitrage campaigns shouldn’t be a struggle. These simple-to-implement rules put campaign optimization on autopilot, giving you the freedom to scale your winners and ditch the losers without breaking a sweat. It’s time to work smarter, not harder, on your Meta Ads.  

Ever get that sinking feeling that your Meta campaigns are a black hole for your budget? Don’t worry, you’re not alone. In fact, Meta Ads (aka. Facebook Ads) has changed a lot over the past few years and media buyers like you and me have to constantly change the way we buy traffic to get the desired results. Let’s go over a quick checklist of things you need to keep present before launching your next Meta campaigns in 2024. Conversion API Tracking and Attribution As new regulations are being constantly added to the online advertising industry, so are the tracking limitations too. Since Apple’s IOS 14 privacy move, we saw that relying on website pixels is not sustainable anymore. In fact, new privacy changes have been introduced by major browsers like Firefox and Chrome by putting an end to 3rd party cookies. What this means is that you need to move from relying on website pixels to Conversion API solutions. By making this move, you will be able to accurately track your Meta campaigns performance and have a clear understanding of where results are coming from, while still being able to feed Meta Ads with the right conversion signals and user information it uses to optimize your campaigns. If you don’t have any idea where to get started with Conversion API, I would recommend checking out ClickFlare.io. It offers a pretty solid conversion API solution for Meta and the team behind it is always ready to help if you need a hand with the setup.   Meta Ads Audience Targeting Back in the days, it was pretty easy to deal with Facebook Ads (now Meta Ads). All you had to do was combine the right targeting options with the right ads to build up your optimal audience and boom, you had a decent campaign running. Now with all the privacy changes imposed by government regulations, you’d rather go for broad targeting instead of picking specific audience interest. To put it simple, adding interest targeting to your ad sets will likely increase your CPMs without providing any additional benefits in terms of results. So unless you are promoting a niche product or service, I would highly recommend going broad.   Meta Ads Creative Testing Meta Ads (aka. Facebook Ads) continues to be a creative centric platform. Before anything else, Meta focuses on creative engagement – after all people hang on Facebook and instagram to get entertained or be informed. So one of the most important things for a creative is to drive a healthy amount of engagement. Think of likes, positive comments, and clicks. If you are planning to test image ads, it is very important to test angles and design styles separately. In case you are into video ads, that applies there too. Whether you are doing stock image and footage animations with voiceovers or UGC-style ads, make sure to separate the angles, actors, and video styles accordingly. Pro tip: If you’re going to use UGC video ads, make sure your first couple of seconds have a strong thumb-stopping hook. Thought-provoking or controversial statements help a lot with that.   Meta Ads Budget Allocation Still to this day, Meta Ads is looking for at least 50 conversions in 7 days for your campaign (or ad set) before it exits the learning phase. So allocating the budget wisely is crucial for your campaigns or ad sets. Instead of allocating random budgets from what you feel right to test waters, do some basic calculations and allocate the right budget amount for your goal CPA. Example – You want to collect auto insurance leads at $20 per lead. Min Daily Leads: 50 Convs ÷ 7 Days = Around 7 leads/day Daily Budget: 7 leads x $20 = $140 /day You can always test the waters with smaller budgets, but the chances of you getting out of the learning phase on time and being able to scale your campaigns fast enough are pretty low.   Funnel Optimization for Meta Ads The best tool you can use to pitch your products and services after the prospect has clicked on your ads is your landing page. There is where you can further capture your prospects’ attention using the power of story-telling or make them engage in a smooth and fun to interact questionnaire. Adding landing pages to your funnels gives you the ability to further refine your angles and optimize your funnels by A/B testing different angles or landing page styles to see what resonates best with your audience. Pro tip: Make sure to A/B test one element of your landing page at a time as well as isolate landing page testing from creative testing. Testing multiple creative and landing page elements all at once often leads to unreliable results. Check out Landerlab.io if you’re getting started with landing pages, or looking to upgrade your current landing page solution. It is packed with hundreds of ready-to-use landing page templates you can easily customize through its fully-fledged visual builder, run A/B test experiments, as well as collect and access lead information without having to deal with 3rd party tools.   Meta Ads Campaign Optimization and Automation There are two types of Meta media buyers. Those who launch and manage a handful of campaigns on a monthly basis, and there are those who launch tens if not hundreds of campaigns a day and manage hundreds or thousands of campaigns at any point in time. If you belong to those that run a handful of campaigns, you can handle most of your campaign optimization tasks manually on your own. However, if you’re one of those who consistently launches 10s of campaigns every day, and manages hundreds or thousands of campaigns simultaneously, then you need a solid automation solution. By adding an automation solution to your media buying routine you will be able to launch more campaigns while spending less time, detect your campaign performance changes, cut out losers and scale winners without having to waste your days behind your ads manager. TheOptimizer offers you the power to do all of that from a single dashboard. Besides all the automation capabilities, TheOptimizer allows you to bring hundreds of Meta ad accounts in one single dashboard, so no more need to jump from one ad account to another.   In conclusion, Meta campaigns in 2024 require a strategic approach considering conversion API tracking, audience targeting, creative testing, budget allocation, funnel optimization, and campaign optimization and automation. By following this checklist and incorporating the recommended tools, you can effectively handle the ever-changing Meta Ads and achieve successful campaign outcomes. Remember, adaptation and continuous optimization are key to staying ahead in the ever-changing digital advertising environment.  

You can pour your heart and soul into crafting the perfect ad campaign, but the truth is that not every campaign is destined to succeed. From the campaign start date to the day it breaks even, there are so many variables involved that sometimes it feels like a guessing game when it comes to finding winners. Remember, each campaign you launch gets served to a different audience, who reacts differently to your creatives, angles, offers, etc. So, instead of throwing good money after bad campaigns, there’s a smarter way for you to handle these situations. Frequent Use Cases Campaign Start Date in Campaign Mass Launching If you’re launching multiple campaigns on a daily basis you may already know that most of these campaigns will end up getting stopped if they don’t reach specific KPIs within a given time. Challenge: For instance, if you’re mass-launching campaigns on Meta you know that it might take 2-3 days of running before a campaign starts showing promising results. So you have to consider that and carefully monitor your campaigns daily to make sure that you’re stopping bad campaigns on time. If not, you can easily waste hundreds of $$ on bad campaigns. The Solution: Instead of handling this process manually, you simply create an automatic rule that stops all bad-performing campaigns automatically. Campaign Start Date for Controlling Bids One of the best practices for running native advertising campaigns is that of starting a campaign with a high bid, then after a while dropping it to a more conservative level. Doing so helps you get over the initial learning phase quicker as well as test your ads against the top publisher sites where the competition is higher and you generally need a higher bid. The Challenge: While resetting bids to a more conservative level manually, can be an easy task if you’re only launching 2-3 campaigns a week. It becomes pretty challenging when you launch tens of campaigns each day. You have to remember when you launched the campaign, analyze each campaign’s data, and then lower your bid at the right time. The Solution: Create an automatic rule that resets your campaign bid to a specific level based on your campaign’s actual performance. Campaign Start Date for Scaling Winners Every traffic source has its own campaign learning phase and optimization cycles. So before you start scaling a potential campaign, you have to make sure you’re following these cycles and systematically adopting your scaling strategy according to each traffic source. The Challenge: Tracking the launch date of multiple campaigns, and analyzing each campaign and ad group results manually is pretty challenging even for the most organized media buyers. Most buyers scale their campaigns quite randomly ending up doing quite the opposite of what the traffic source algorithm needs. As a result, turning a potentially profitable campaign in a looser. The Solution: Create automatic rules to increase your campaign or ad group budgets automatically in steps after X days if the campaigns or ad groups are showing potential results. Obviously, there are way more situations worth looking at or that need to be addressed using automation, but that would make this post extremely long and hard to follow. Let’s move on to the good stuff and learn how to set up these automatic rules.   How to Add Campaign Start Date in Rules With the help of automatic optimization rules on TheOptimizer platform, you can automatically pause campaigns or ad groups, change bids and budgets, or run other important optimization actions based on the start date of your campaign. To use the campaign start date in rules, create an automatic rule of your choice and add any prequalifying conditions like ROI, spend, etc. Then add “Campaign Start Date” as a condition. Choose from “Greater Than”, “Greater Than or Equal To”, “Less Than”, or “Less Than or Equal To” in the list of logical operators. Then, select the option for using the current date or a specific date. When using the current date, you can use the logic of “current date minus X days” to look back in the past, or “current date plus X days” to look forward into the future days. When using a specific date, you are simply executing actions based on a specific date. For example, if “If campaign start date is greater than March 28, 2024” To put it simply, use “current date” minus or plus a specific number of days when you want to run an action relative to the start date of a campaign. Alternatively, use a specific date if you want to run an action before or after a specific event, such as the end of a promotional campaign or the start of another one. Log in to your account, or sign up for a free trial today and experience the power of automated campaign management.

How to identify and address your campaigns’ performance drops before they significantly impact your profits and ROI…

If you’ve been struggling with optimizing your Google Display Ads Placements recently, rest assured – you’re not alone!  As the Google Display Network continues to expand, navigating through the ocean of potential ad placements has become increasingly difficult. And if you’ve done this for a while, you probably know that not all these placements are good.  In this article, we’ll explore some general optimization tips, and share a new feature that will put an end to your struggles and allow you to fully automate placement exclusion.  First, let’s start with the basics. What Are Google Display Ads Placements? Essentially, Google Display Ads Placements refer to the specific locations where your ads are shown within the Google Display Network.  These placements can be a variety of partner websites, mobile sites & apps, or even Google-owned properties such as Gmail or YouTube. Why Are Google Ads Placements so Important? Google Display Network includes millions of different websites or apps where your ads can be shown.  While gaining more exposure may seem beneficial, irrelevant or low-quality sites can damage your campaign performance.  Being able to show your ads in the right places can significantly improve your click-through rates and safeguard your budget from low-quality sites that do not align with your objectives. All these factors contribute to getting higher quality clicks, significantly boosting your ROI (return on investment) for your Google display campaigns.  How to Optimize Placements Directly on Google Ads 1. Optimize your Targeting Google has gone a long way in helping advertisers optimize their display campaigns, especially with their advanced targeting options.  When creating a new display campaign, you can now specify: Audience segments: who should see your ads based on demographics (age, gender, income), interests & habits (sports & fitness), etc.  Keywords: terms related to your advertised offer, based on which Google will target relevant websites.  Topics: select subjects, and Google will look for websites or apps centered around these subjects (e.g., computers & electronics).  Placements: you can even select specific websites or pages of a site where your ad will be displayed.  You can add all these options under Targeting when creating a Google Display campaign.  You can also apply Optimized Targeting, an option that uses Google AI to analyze your creatives/landing pages, and automatically find the appropriate audiences to show your ads to.  2. Optimize with Exclusion Lists While optimizing your targeting is crucial, it still does not address the issue of your ads being displayed on low-quality junk sites.  This is why some advertisers use Exclusion Lists. An Exclusion List is exactly what it sounds like – a list of placements that will be excluded from your campaigns. You can create one through your Google Manager Account. You can exclude placements based on your own experience (junk sites you’ve dealt with in your past), exclude certain topics or categories, or use ready-made exclusion lists created by other advertisers.  Optimized targeting and exclusion lists are a great way to improve your campaign performance, but there are no guarantees that you will be profitable with these options. While a placement may be relevant to your targeting and is outside your exclusion list, it does not necessarily mean it will perform well. Also, Google continuously adds new placements to their network, so exclusion lists can only go so far.  You will still need to review your performance reports daily, detect underperforming placements, and manually pause these placements on Google Ads. This is especially important if you are advertising with large budgets, and it can be extremely time-consuming. How to Exclude Low Quality Google Display Ads Placements Automatically There is an easier way to optimize placements, and it can be entirely automated!  TheOptimizer has just launched a new, unique feature that automatically syncs your Google Ads (and third-party tracker) data, and it excludes placements that are not profitable through a simple automation rule.   In the example below, we are creating a rule that will automatically exclude placements that are receiving bot clicks. Given the average click-through-rate (CTR) of 0.2% – 1.5% on Google Display campaigns, we can confidently assume that a CTR of 20% is most likely fraudulent.  You can fully customize these conditions (choose over 50 available metrics) to reflect your own optimization strategy, select specific campaigns, and let the rule run as often as every 10 minutes up to weekly.  This feature will be a game-changer for performance marketers running Google Display campaigns, and TheOptimizer is one of the only tools that is offering this at the moment. Use Case: Automatically Optimizing Google Ads Placements for Content Arbitrage Content arbitrage is one industry that will highly benefit from this new feature.  When you are operating with such large budgets and testing so many different sites, you need to optimize aggressively on placements.  Often times, media buyers running content arbitrage campaigns also utilize third-party trackers, such as AssertiveYield, for more granular data. In this case, to be able to properly optimize Google Ads placements, you would need to review your performance data on AssertiveYield, pinpoint all underperforming placements, and manually pause them on Google Ads. This makes the optimization process even more complex and time-consuming.  With TheOptimizer’s new placement exclusion feature, and the platform’s direct integration with top industry trackers (including AssertiveYield and Google Analytics), you can fully automate this process with 100% accuracy. In a single report, you will be able to see placement data from both Google Ads and AssertiveYield, and you can set up automation rules that will automatically exclude unprofitable placements (like in the rule example we showed earlier).  Other Google Ads Optimization Strategies with TheOptimizer Apart from excluding placements, TheOptimizer also allows you to automate other parts of your Google Ads campaign optimization processes.  Similarly to pausing underperforming placements, you can also pause campaigns, ad groups, or ads through automation rules.  You can adjust campaign bids and budgets based on performance, as well as optimize on keyword level for your Google Search campaigns.  Finally, you can use TheOptimizer to automatically clone top-performing Google ad groups, and apply dayparting to all your campaigns.  For more general Google Ads tips, read our deep dive article here. Conclusion If you are running Google Display campaigns, you need to ensure that you are properly optimizing your ad placements for better results.  You can optimize your placements directly on Google Ads – by refining your targeting and leveraging exclusion lists – or you can fully automate this process with TheOptimizer’s new placement exclusion feature, which will save you an immense amount of time and effort on a daily basis. 

If you’re currently trying to scale your TikTok campaigns, you’re probably already familiar with the process of duplicating. It’s a quick and effective strategy, but it’s also time-consuming.   We have a way to automatically duplicate TikTok campaigns and set a custom budget, and it’s very simple to follow. In this article, we will show you how to successfully do this with examples. When to Duplicate TikTok Campaigns When scaling profitable TikTok campaigns, you generally have two options – scale vertically by increasing campaign budgets, or scale horizontally by duplicating top campaigns.   Increasing campaign budgets is often a solid strategy, but it comes with limitations. TikTok does not recommend increasing budgets by more than 20% at a time, making it difficult to scale effectively.  There is also no certainty that increasing the budget will boost your returns – sometimes it can lead to ad oversaturation, increased competition, and higher CPCs (cost per click). This is why advertisers often prefer duplicating top campaigns instead. Why Set a Custom Budget for Duplicated TikTok Campaigns? Until now, duplicating campaigns on TikTok only allowed you to make changes after the new campaign was live. With TheOptimizer, you can now manually or automatically duplicate TikTok campaigns with your desired new budgets.  If you are aiming to scale faster, you can create duplicate campaigns with a budget higher than 20% of the original, without hindering the success of your initial campaign. You can also test different budget allocations and review their impact on performance.   There are two ways you can do this with TheOptimizer. How to Duplicate TikTok Campaigns Manually with TheOptimizer Under Campaign view, you can see performance metrics on all your TikTok campaigns. Select the campaign you wish to duplicate and click on the Clone icon:  Here, you will need to specify how many copies of the campaign to set live, and select the new budget. You can choose a fixed value or increase/decrease the existing budget by a certain percentage, like in the example below:  How to Duplicate TikTok Campaigns Automatically with TheOptimizer To save more time and speed up the scaling process, you can also leverage TheOptimizer’s cloning automation rule.  Let’s say we want to clone campaigns that have already spent over $100 in the past 3 days and resulted in an ROI greater than 20%. You can select these conditions under Rules. To increase the chance of success for the newly cloned campaigns, you can also pre-determine a moment when they should go live. Generally, you can do this at the start of the day to ensure the budget is spread out evenly throughout the day. You can change the timezone to match your TikTok account timezone.  Finally, you can specify the new budget and budget caps. Apply this rule to any selected campaigns, schedule it to run as often as needed, and get notified whenever an action is triggered.  Duplicating TikTok Campaigns with New Budgets: Conclusion Duplicating profitable TikTok campaigns is an effective way to scale faster while avoiding the risks and limitations of budget increases.  TheOptimizer offers a unique feature that allows you to clone TikTok campaigns with custom budgets, either manually or automatically through rules.  If you are also looking for an efficient way to duplicate TikTok and Facebook ads, here is our guide on how to manage this with TheOptimizer.

We are happy to announce our newest feature that will allow you to apply bulk bid and budget adjustments for an enhanced campaign optimization process.  In this article, we will discuss what this feature entails, how it can help you simplify your campaign management, and we will look at specific use cases with examples. The Problem If you have multiple campaigns, ad groups, ads, or publisher sites with varying bids and budgets, it’s very time-consuming to adjust all budgets or bids separately.  For example, if you wish to increase all bids by 20%, you first need to calculate how much 20% of all current bids is, and apply the changes one by one. Apart from taking up too much time, this way of managing bids and budgets is also more prone to mistakes, which eventually leads to avoidable budget waste. The Solution With TheOptimizer’s new feature, this entire process can be done in just a few clicks. You will be able to select as many campaigns, ads, ad sets, or publishers you need to adjust, and apply bid and budget increases/decreases, either by a fixed amount or by a percentage. All calculations will be done by our system, leaving no room for errors.  Let’s have a look at several use cases for our top ad networks to see how this new feature can help you optimize your campaigns in practice. Facebook Apply Bulk Campaign Budget Adjustments for Facebook Let’s say you are reviewing your Facebook data on TheOptimizer, and you notice a few campaigns have been performing exceptionally well recently.  With the new bulk actions, you can now select these top-performing campaigns and increase their budget at once.  For this use case, we want to apply a bulk budget increase of 15% for all selected Facebook campaigns. You have the option to adjust the budget by a certain percentage or set a fixed budget value. You can also optionally apply budget caps to ensure the new budget stays within a certain range.  Finally, you can preview the changes before applying them. With this preview, you can see the calculated value of the new budgets.  Apply Bulk Ad Set Bid and Budget Adjustments for Facebook If you are using ad set daily budgets instead, you can also replicate the same process as above on an ad set level.  TikTok Apply Bulk Campaign Budget Adjustments for TikTok You can also optimize your TikTok campaigns with TheOptimizer’s new bulk actions.  In the example below, we are applying a 15% budget increase on the campaign level and previewing the changes before approving the new budgets. Apply Bulk Ad Group Bid and Budget Adjustments for TikTok Similarly, you can apply bulk bid and budget changes to selected TikTok ad groups. You can increase or decrease bids and budgets using a percentage calculation or set them to a fixed value.  Taboola Apply Bulk Campaign Bid and Budget Adjustments for Taboola If you are advertising on native platforms such as Taboola or Outbrain, you can also apply bulk budget and bid changes on a campaign level.  For the use case below, we have selected several Taboola campaigns we wish to test with a lower budget. We are applying a global 10% budget decrease. Apply Bulk Site Bid Adjustments for Taboola A big part of being successful with native advertising is being able to effectively manage publisher sites.  If you have identified a few publisher sites with good performance, you can bulk increase the site bid to scale faster. In this specific use case for Taboola, we are increasing the bid by 15%, but ensuring that it does not go higher than 80% of our reported EPC (earning per click). Outbrain Apply Bulk Campaign Bid and Budget Adjustments for Outbrain You can also optimize your Outbrain campaigns by using TheOptimizer’s bulk actions on a campaign level. You can adjust campaign bids and budgets, as well as change target CPAs in one go.   Apply Bulk Section Bid Adjustments for Outbrain When advertising on Outbrain, you also need to optimize on a section level. Due to the large number of sections, this task can become very tedious when done directly on the platform.  With the bulk section bid adjustment, you can make global changes and preview the results before applying them. In this case, we are increasing the section bid by 15%, but ensuring the new bid does not go higher than the earning per click value. Apply Bulk Bid and Budget Adjustments with TheOptimizer: Conclusion Effectively managing bids and budgets for all campaign levels plays a critical part in your success as an advertiser. Between managing multiple ad networks, and campaigns, and trying to allocate your budget correctly, it can become time-consuming to manage everything separately.  TheOptimizer’s bulk bid and budget manager is a game-changer, and it’s currently not available on any traffic source. You can stay ahead of the competition by simplifying your bid & budget management for better results, and save an immense amount of time and money doing so. For more feature use cases with TheOptimizer, read our article about duplicating ads on Facebook and TikTok here.