Start with a clear objective
Before setting a budget or choosing creative, define what you want your campaign to accomplish. Your objective shapes every decision that follows.
Reach a broad, relevant audience to build recognition. Optimized for impressions and reach across the publisher network.
Drive interested visitors to your website. Optimized for clicks from a qualified audience.
Drive specific actions on your site — purchases, signups, downloads, or other events you define. Requires the Topple pixel.
Choose one primary objective. A campaign optimizing for awareness will behave differently from one optimizing for conversions — and measuring the wrong thing will give you misleading results.
Select your audience
Topple uses programmatic targeting to help you reach relevant audiences across a highly curated network of premium publisher inventory. Two primary levers define who sees your campaign:
Choose from 103 AI-powered interest categories — groups of audiences defined by their demonstrated interests and browsing behavior. Select the categories most relevant to your product or service.
Narrow delivery by country, region, or state. Geographic targeting ensures your budget reaches audiences in locations that matter to your business.
You can combine interest categories with geographic targeting to reach, for example, audiences interested in hunting within specific states. Narrowing your audience too aggressively can limit delivery — start broader if you are new to programmatic advertising.
Set your budget and campaign dates
Decide the total budget for your campaign and the dates you want it to run. Topple paces your budget automatically across the campaign period — you do not manually set daily bids.
If you are running your first campaign, consider starting with a defined test period — a fixed timeframe with a specific budget — so you can evaluate results and learn before scaling investment.
Keep in mind that programmatic campaigns benefit from time to accumulate data. Very short campaigns may not generate enough information to evaluate meaningful results.
Prepare your creative
Topple supports display advertising and video advertising. Your creative is the visible output of your campaign — it needs to be clear, brand-consistent, and action-oriented.
Provide static or HTML5 display creative in the standard IAB sizes required by the platform. Each placement size should have a dedicated creative file.
Video is optional but powerful for engagement and awareness. Provide video files in formats and durations that meet Topple specifications.
Running multiple creative variants allows the platform to optimize delivery toward the best-performing versions over time. Plan at least two versions of your creative when possible.
Set up conversion tracking
If your campaign objective involves any measurable action on your website — a purchase, a signup, a download — you need the Topple pixel installed before your campaign goes live.
The pixel is a small tracking snippet placed on your site that reports conversion events back to Topple. Without it, your campaign will deliver, but you will not have visibility into how ad exposure translates to on-site action.
Install the pixel before launch — retroactive conversion data is not available for impressions delivered before the pixel was active.
Launch, monitor, and learn
Once your campaign is live, your Topple dashboard shows performance data in real time — impressions, clicks, conversions, and ROAS. Check in regularly, but allow time for meaningful data to accumulate before drawing conclusions.
Look for what the data tells you: which creative variants are performing, which audience segments are responding, and whether your conversion path is working as expected. Use those findings to inform your next campaign.
