About optimization
Optimization is what you do after a campaign has produced enough data to show what works. Reports tell you what happened. Optimization is the set of changes you make in response.
The learning phase
Every new campaign starts in a learning phase. NEXUS AI tests audiences, placements, geos, and creatives against your objective, and delivery and cost move around while it does.
Expect the first weeks to be volatile. Judging a campaign on day two, or changing it every day, restarts the learning and keeps you in that phase permanently.
What the algorithm optimizes toward
Your campaign objective. It shifts budget toward the audiences, placements, and creatives most likely to produce the action you chose, whether that is reach, clicks, sign-ups, or deposits.
This is why the objective matters more than any other setting. A campaign set to Website Traffic optimizes for clicks, and will happily deliver clicks that never convert.
What you control
- Budget: Raise on what converts, gradually, in steps
- Targeting: Narrow when spend is wasted, widen when delivery starves
- Creative: Refresh about every 15 days, or when CTR falls and CPC rises
- Objective: Change only by launching a new campaign, never mid-flight
- Retargeting: Add once an audience passes roughly 15,000 users
The order that works
Fix tracking, cut waste, then scale what works. Optimizing spend before tracking is correct means optimizing toward numbers you cannot trust.
