New insight: Single Country Targeting
Meta
For optimal campaign performance on Meta, all ad sets within a single campaign should target locations within the same country. This is crucial for effective budget optimization, especially with Campaign Budget Optimization (CBO), as it allows the algorithm to freely and efficiently allocate budget. Targeting different countries within one campaign creates significant conflicts for the delivery system, obscuring data and hindering the algorithm's ability to learn and optimize effectively for a single objective.
New insight: Geo Targeting
TikTok
Geo targeting ensures your ads reach users in specific geographic areas where your product or service is available, increasing relevance, boosting engagement and conversion rates, and reducing wasted ad spend in non-serviceable regions.
New insight: Content Theme Exclusion Coverage
Google Ads
Excluding Content Themes like Games, Health, News, Politics, and Religion allows advertisers to protect brand safety and ensure ads appear in contexts more aligned with their messaging. These categories can be highly sensitive, attract diverse or controversial discussions, or simply be irrelevant to your core audience, potentially leading to inefficient ad spend and brand reputation risks. Focusing on more suitable content environments enhances ad effectiveness and brand perception.
New insight: Line Item Budget Capping
DV360
Setting line item budgets to ‘unlimited’ stops campaigns from pausing too soon or slowing down at line item level. This keeps ads running smoothly and lets the overall campaign budget manage spend and pacing for better reach and results.
New insight: Account Level Sensitive Content Exclusion
Google Ads
Excluding sensitive content categories on account level is crucial for brand safety and reputation management. It prevents your ads from appearing alongside content related to tragedy, conflict, profanity, or sexually suggestive themes, which could negatively impact how consumers perceive your brand and potentially waste ad spend on unsuitable placements.
New insight: First Party Audience Exclusion
Meta
Excluding first-party audiences who have already completed an action (such as a purchase or app install) from sales or app adsets is important, as targeting existing converters can lead to wasted spend, lower incremental impact and reduced acquisition efficiency. This ensures the campaign focuses on reaching new, high-potential customers.
Adjustment: Add extra Banner Size (320x480)
Adform
Using at least 4 different banner sizes per line item increases reach across inventory and improves delivery, as different websites support different formats. Choose either 4 of the recommended sizes: 300x250, 300x600, 728x90, 320x480, 160x600, 320x50, 320x100 or 970x250.
New insight: Ad Set Level Ad Approval
Meta
When all ads in an ad group are disapproved, that ad group won’t serve, limiting your campaign’s coverage and performance. Update the disapproved ads to meet policy standards and get them approved to resume delivery.
New insight: Keyword Strategy
Google Ads
Using exact or a combination of exact and broad match keywords within one ad group allows you to balance precision and reach. Exact match provides control and high intent traffic, while broad match helps capture additional relevant queries, enabling Google's algorithms to optimise performance through a wider range of search signals.
New insight: Video variations
DV360
Using at least two videos in programmatic campaigns enhances performance by varying length (e.g. 15s and 30s) or content (e.g. different protagonists, messaging), ensuring adaptability across placements and audience preferences. This improves engagement, prevents ad fatigue, and maximises campaign effectiveness.
