Optimization Guide for Advertisers

Why optimize?

Optimizing your campaigns means buying more qualified leads with less spend. Traffic you buy is generated by thousands of different publishers across their thousands of unique placements. Our publishers vary by vertical, and the campaign you're running might not fit with the message that is being communicated on our publisher's website. Therefore, optimization is key to make your campaigns hit their goals and KPIs by eliminating non-performing placements and increasing your competitiveness on placements that work well for you.

Before you begin your campaign, please read the pre-campaign checklist. It will ensure you set up your campaigns correctly, allowing you to utilize all optimization methods.

Step 1: Check your win rate

Win rate shows you how competitive your bid is. If your win rate is 0%, then your bid is low, and that's why you're not receiving any impressions. If it's 100%, you're the top bidder and can buy all impressions. Win rates vary by campaigns, targeting options, subIDs, publisher feeds, domains, and zones. Before you begin to optimize, understand how competitive your bid is. If your daily caps are met and your win rate is high, consider lowering your campaign bid; perhaps you would be able to buy more inventory for your daily spend.

Learn how to check your win rate

Step 2: Check campaign's scheduling and delivery

Your campaign might receive traffic for only a few hours each day if your bid is high enough and the inventory is there to be bought. Check your daily reports and view reports per hour; see when the best time to convert for your campaigns is, and adjust as needed.

Learn how to adjust campaign scheduling

Step 3: Adjust Feed Bid

While your campaign may have a bid of $0.10 per click on a push notification campaign, if you decrease the bid for the campaign, it will decrease performance across all the campaigns. Before you decrease the bid across all campaigns, try to adjust your bid per each publisher feed or inventory source. Please refer to this article on how to view publisher feed reports, and then review this article to understand how to apply your changes.

Learn how to adjust your bid by publisher feed

Step 4: Blacklist SubID

Once your campaign is live, it will be trafficked by many different traffic sources, each being a unique placement on a publisher website. Review your reports to see which placements are performing below your expectations. We suggest letting each SubID receive at least 1000-5000 clicks before you act upon it, as in blacklist it.

Follow this guide to blacklist subIDs for pop campaigns or zones for display campaigns.

Step 5: Whitelist SubID

While your original campaign is receiving less traffic from blacklisted sources and more traffic from new sources that are now available due to your refreshed daily budget, duplicate your campaign, configuring exactly the same targeting but allowing only whitelisted placements. Take the best performing placements from your original campaign and whitelist them in the new campaign with a much better bid. Now you'd be more competitive for the whitelisted campaign, which is guaranteed to generate more conversions for you.

Learn how to whitelist subIDs on pop and push campaigns.

Step 6: Set up automatic bidding

One key automation feature is automatic bidding, which would be displayed under your campaign setting 'TQ & analytics' and will update your bid per your instructions in real-time. We advise accruing enough campaign data (impressions served and conversions generated) before turning on this feature.

Tips: Read more about bid automation

Video Tutorial

To further assist you, we are currently working on a video tutorial that will include examples and detailed steps for each optimization method discussed in this guide. Stay tuned for updates!

Updated on: 16/11/2025

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Optimization Guide for Advertisers