How can I scale my campaigns?

Wowzers!

Your campaign is really taking off. The budgets are capping consistently, driving conversions and maintaining high CTRs. Now’s the time to push your performance further and tweak each campaign to reach its full potential.

Here are a few steps to get you closer to your goals, faster.

1. Lower your CPCs

If your budget has capped for at least 3 days in a row, we recommend lowering the CPC by a few cents so that you can stretch your budget spend.
The higher the CTR, the more you can lower the CPC. Make sure to only lower by $0.02-$0.03 cents at a time to avoid any interruptions in campaign performance.

2. Increase budgets on successful campaigns

Have a few extra dollars to spend? Instead of creating a new campaign, add the funds to an existing campaign that is performing well. Increasing your budget will amplify the content for longer throughout the day, and boost your exposure with more customers.

3. Create a new campaign

A/B testing is the name of the game! Add in a new campaign to focus on a new geographical region, a different device, or even an alternative piece of content. By testing out a new campaign and reviewing its success, you’ll be able to expand your reach in our network and locate an audience that isn’t being targeted by your current campaigns.

4. Set a start time

If you haven’t already, set a start time for your campaign that works best for your goals. While the automatic start time is 12 AM EST, this may not be the sweet spot for when your target audience is reading content. Test out what time of day works best by changing the start hour in your campaign settings.

5. Mirror high-performing headlines

Our system will narrow in on the creatives that resonate the most with our audience. Review your campaign’s content and locate those with high CTRs and conversion rates. We recommend adding in a few more variations that resemble these successful pieces in order to keep the engagement level high. For any headlines that aren’t performing well, disable them by clicking the pause button to maximize spend.

6. Exclude low-performing publishers

While our algorithms will promote your content on sites where your ideal audience is, you do have the ability to shape the outcome. Head to the “Section” or “Publisher” drop-down in the top menu and look over sites with 500 clicks or more. If these publishers are driving low metrics (think 0% conversion rate or low CTR), it may be wise to exclude them from your campaigns. Be careful using this tool: excluding too many sections or publishers at once can hinder the success of your campaign.

7. Enable KPI Optimization for conversion campaigns

If you’re tracking conversions and notice a significant amount of conversions–80 or more–, reach out to our Support team to get your campaigns KPI-Optimized. If you haven’t set up conversion tracking yet, read our starter guide here.
When enabled, KPIO will serve your content to customers who share similar behaviors as those that have converted in the past. This quick change to your campaign will drive more conversions and ultimately get your campaigns spending at your ideal CPA.

Capping your budget is just the beginning of campaign optimization using Outbrain. If you have any questions on the above tips or would just like further assistance on your campaigns, don’t hesitate to reach out to support@outbrain.com.

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