CREATIVE TESTING – Set up creative test if multiple creative will be used and after 500 clicks, start with FRESH opt data with best creative only as any bad creative can lower down the CTR badly.

PACING – Initially (i.e. in the testing phase) set the pacing to be aggressive as it could spend the test budget and then after true performance and delivery levels can be easily determined.

AVOID DISCREPANCIES – Don’t look at the numbers for the first three days as discrepancy may occur in the initial run, but if the discrepancy continues do give a quick look with the campaign setup.

TARGET – Always RON or broader targeting as more the reach more are the clicks.

PATIENT – Be patient and watch the campaign as delivery and performance will likely drop after test budget is fully spent.

CPC campaigns that have not run on a CPM basis first will require minimum spend.

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