Knowledge Base

1. Check Your Budget and Pacing

Is your budget aligned with your campaign goals? Use the Budget Estimator Tool to see if your budget matches your desired reach and impact. If not, it’s not too late to adjust it! Making sure your budget is set correctly can help ensure your campaign stays on track and delivers as expected.

2. Refine Your Targeting

Your targeting choices determine who sees your ads. If your campaign isn’t performing as expected, take a closer look at these settings:

Narrowing vs. Restricting/Excluding

• Narrowing: Think of this like a Venn diagram. When you narrow your audience, you’re only targeting the people who fit within multiple selected groups. This helps focus your campaign without cutting out potential matches.
  
• Restricting/Excluding: This is a firm exclusion. Anyone who falls into the excluded group will NOT see your ads, even if they matched your original targeting.
  

As a reminder, We only allow exclusions using CRM lists or retargeting pixels to prevent accidental over-exclusion that could shrink your audience to zero. 

3. Adjust Your Creatives or Messaging

Rotate multiple creatives to prevent ad fatigue. Refreshing your visuals, testing different ad copy variations, and incorporating multiple formats—such as static images, videos, or GIF ads—can keep your audience engaged.

Additionally, adding more creative assets in various sizes ensures your ads fit different placements seamlessly, maximizing visibility and overall campaign effectiveness.

4. Expand Your Reach (If Necessary)

If your campaign isn’t delivering enough impressions or seems to be underperforming, expanding your audience could help improve results. Here are a few ways to do that:

• Loosen demographic or interest-based targeting to allow for more potential viewers. If your current audience settings are too restrictive, consider broadening the age range, interests, or behaviors to let the platform find additional users who are still your target audience.
  

• Consider adding a lookalike audience to reach people similar to your existing audience. Lookalike audiences help you scale your reach while maintaining relevance, as they target users with similar characteristics to those who you have already targeted.  If you need help setting this up, reach out to our Client Success Team- success@turnitbluedigital.com
  

• Remove restrictions that might be limiting reach. Review any exclusions that may be preventing your ad from being seen by a broader audience. Be cautious when using too many exclusions, as they can unintentionally reduce your potential reach.
  

5. Monitor and Optimize in Real-Time
Running a successful campaign requires ongoing monitoring and strategic adjustments. However, to allow for proper optimization and performance stabilization, we recommend that all campaigns run for a full two weeks. This timeframe helps the system learn and adjust to maximize efficiency and effectiveness.

• Regularly check your campaign’s performance metrics (impressions, click-through rates, and frequency), but avoid making immediate changes. Give your campaign at least 72 hours before making any edits, as early fluctuations are normal while the system optimizes delivery.
  

• Make small adjustments and test changes before making big moves.
  

• If you have concerns during the initial phase, reach out to our Client Success Team (success@turnitbluedigital.com) before making changes. They can help assess performance trends and provide recommendations to ensure your campaign stays on track.- Regularly check your campaign’s performance metrics (impressions, click-through rates, and conversions).