Targeting best practices
What consistently works, drawn from campaigns across crypto, iGaming, and finance.
Start broad. Automated targeting first. It uses your landing page, assets, and objective, and it gives the algorithm room to find pockets you would not have picked.
Restrict geo before you restrict audience. Worldwide rarely performs. A top-10 country set, or Europe plus North America, is a common starting point. Geo is the cheapest lever to get right.
Let it learn before you judge it. The first weeks are volatile by design. Changing targeting every day keeps a campaign in learning permanently.
Read the estimates panel before launching. Target Audience Size and Cost Per Result tell you whether the campaign can work before you spend anything.
Move to manual once you have data. Your reports show which segments convert. That is the moment manual targeting beats automated, not before.
Add retargeting at around 15,000 users. It is consistently the strongest layer, and it needs its own campaign and its own creative.
Refresh creative about every 15 days. Targeting is often blamed for what is actually creative fatigue.
Keep audiences big enough to deliver. Very narrow combinations starve delivery. If impressions stall, remove a layer before you touch the budget.
