AdScale

Using optimization targets allows you to place goals for your campaign's performance.

They shouldn't be used in new AdScale accounts, as they can interfere with the initial AI learning.

The default optimization target is set to "automated".

This configuration gives AdScale's AI more freedom in allocating the budget while constantly working towards increasing the ROAS (Return on ad spend) and decreasing the CPA (Cost per acquisition).

This mode can be switched on and off by using the toggle button, as seen below:

Changing the optimization target to "manual" gives you more control over the AI budget allocation.

In "manual" mode, you can choose between:

Maximize Revenue - AdScale's AI will distribute the budget to ads that produce the most revenue with the lowest cost, or in other words, the highest ROAS.

Using this mode, you can set a minimum ROAS for your campaign.

Note: This doesn't necessarily mean your campaign will reach this target.

Instead, this means ads with lower ROAS than your target will receive less budget and may even be paused to allow the funds to be allocated to better performing ads.

Maximize Orders - AdScale's AI will distribute the budget to ads that produce the most orders with the lowest cost, or in other words, the lowest CPA.

Using this mode, you can set a maximum CPA for your campaign.

Note: This doesn't necessarily mean your campaign will reach this target.

Instead, this means that ads with a higher CPA than your target will receive less budget and may even be paused to allow the funds to be allocated to better performing ads.

1. Maximize Revenue - AdScale's AI will distribute the budget to ads that produce the most revenue with the lowest cost, or in other words, the highest ROAS.
 Using this mode, you can set a minimum ROAS for your campaign.
 
 Note: This doesn't necessarily mean your campaign will reach this target.
 Instead, this means ads with lower ROAS than your target will receive less budget and may even be paused to allow the funds to be allocated to better performing ads.
 
2. Maximize Orders - AdScale's AI will distribute the budget to ads that produce the most orders with the lowest cost, or in other words, the lowest CPA.
 Using this mode, you can set a maximum CPA for your campaign.
 
 Note: This doesn't necessarily mean your campaign will reach this target.
 Instead, this means that ads with a higher CPA than your target will receive less budget and may even be paused to allow the funds to be allocated to better performing ads.

It's important to note that using a manual optimization target can limit your campaign's spending ability.

For example, if you set a maximum CPA of 25$, while your ads currently have a CPA of 70$, their budget will be reduced significantly as the CPA target is too low.

For this reason, it's recommended to choose a goal that's relatively close to your current performance.