What's the Hyper Optimisation?
Hyper Optimisation will save you a lot of time, because it will automatically shifts your budgets based on KPIs set by you.
How to set it up
In the first step of creating a campaign, you can choose the option Hyper Optimisation under Advanced settings.
First, you're going to select your optimisation strategy. You can choose one out of three strategies:
- Custom: This means that you can set up your own settings.
- Passive: There is a check-up every 6 hour to see how the selected KPI is doing. 15% of your budget will be shifted towards the best performing ad sets, based on the selected KPI.
- Aggressive: The KPI will be checked every hour. 10% of your budget will be shifted towards the best performing ad set, based on the selected KPI.
Next, you can select a start time for the HO, or select ASAP.
Then, you can choose your KPI (Key Performance Indicators).
The following step is selecting your judgement, which is the basis for budget shifts. You can choose:
- Lowest: The ad set with the lowest performance is getting an x percentage allocated.
- Highest: The ad set with the highest performance is getting an x percentage allocated.
- Lower than average: The ad set with a lower than average performance will receive more budget. This will give a part of your campaign a boost and will optimise your total campaign.
- Greater than average: The ad set with a higher than average performance will receive more budget. This will give a part of your campaign a boost and will optimise your total campaign.
Next, you can choose how many times you want us to check these conditions and how many percentage you want to shift when these conditions occur.
You can also set a minimum for your ad sets. This means that, when you set the minimum to €20, the Hyper Optimisation will always leave €20 in your ad sets.
Good to know: if no HO starting time is selected, the HO will start after six hours.
TNA tip: please pay attention to the selected KPI and selected judgement. We've seen that customers accidentally selected Results, which you would like to have as high as possible, and then also select Lower than average which shifts budget towards ad sets with less results. So for the KPIs you would like to have as low as possible (e.g. CPA, Cost Per Purchase (pixel)) you'll select either Lowest or Lower than average. For KPIs that should be as high as possible (e.g. results, CTR, clicks) you'll either select Highest or Greater than average.
Furthermore, you have the option to select for how long you want to take the KPI into account. This is set-up by default on Lifetime, which means that Hyper Optimisation will shift budget based on the results of the whole campaign. If you currently have campaign which runs for a longer time, for example 2 months. It will also look at the data from the first weeks while that might not be relevant anymore.
Thus we generally recommend changing from Lifetime to Last 7 days if the campaign runs longer than one month.
Following the general settings for Hyper Optimisation you also have the option to set up the budget limits. The image belows shows how you can fill in these budget limits.
Let's say you have a campaign with multiple ad sets but you want a certain ad set to have a minimum budget, without Budget limits, your ad set will automatically shift to the best performing ad sets. However, with budget limits you can make sure that some ad sets do not spend more or less than you desire. This can be done for all ad sets or can be changed per ad set.
If you have any questions, please feel free to contact us on the chat! ;)