Keep the US out of campaigns with smaller countries; group countries by cost or value

Alper Taner… believe that every creative should have an equal chance. So, I democratize a bit within the ad set. And because I've seen it countless times that the decision that made by Meta was way too early. Yes, we trust the algorithms, but we want to guide the algorithms. When we see a 80%, 90% of a dominant asset, let it be a creative, let it be a country and such, you're not fulfilling the potential of the other variables. And I think this is important.

Alper TanerFor example, if you put the US with all the other smaller, let's say European countries, there's a 90% chance that at least 70% of the spend will go to US because of its size and everything. Also, you should never do that anyway. You should always tier by CAC or LTV depending on what you're optimizing towards and ideally, without those dominating variables. And if there's a dominating one, then you can always take it out, test it separately, give a chance to the rest because it's not meaningful to have, I don't know, let's say just a couple of thousand dollars spent with a really good CAC, really good ROS. Well, if you cannot scale that and then you try to scale by increasing that existing campaign's budget, but that country that you wanted to actually scale is not increasing its spend necessarily because if it's getting dominated by the other bigger countries or based on whatever logic that's depending on your setup.

Alper TanerSo, in those cases then, yes, you can experiment with the value base, the rules, and stuff like that, and that we can talk about later in the testing and the learning side of things.