Recommendations for Launching a New Campaign

Follow our recommendations to achieve best results when launching a new campaign. The campaign exploration phase is a unique time to collect data about which impressions are the best buy.

Creatives

We recommend including no more than six to eight creatives in your new campaign. Among those, ensure variety: choose creatives with different video links, varying screen orientations, and so forth. Variety helps you gauge which creatives perform best. From our experience, the top performers are videos with 30-45 second duration and a playable endcard.

Bids

To take full advantage of the exploration phase, launch your campaign with an aggressive bid. We recommend bidding 25-30% higher than the bids you are running elsewhere. During the exploration phase, your campaign is allotted additional impressions to help with exploration. By bidding 25-30% higher than your average bid, you can take advantage of the increased impressions at a higher bid. This enables you to build a strong installs per mille (IPM), which will help you sustain performance after the exploration period.

Daily Budget Caps

We recommend a daily budget cap between $750 and $1000. This cap provides our algorithm the room it needs to collect enough data to identify strong converting sources.

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