After a display campaign launch, they will often burst in an erratic serving pattern during the first 2 or 3 days after launch. This varies by ad platform and campaign design. Average-size display campaigns usually developing a consistent serving pattern within a few days of launch.
Once a display campaign stabilizes, we look for major issues such as a single targeting method or ad group consuming excessive ad spend. We monitor the audiences that pull the campaign into auctions.
Typically we make a series of corrective adjustments across our display campaign post-launch checklists, dialing the campaign into the type of serving pattern, or “orbit” that we’re looking for.