---
title: "Cheap Advertising For Affiliates: Affordable Campaign Options"
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description: "Build cheap advertising for affiliates around capped tests, reliable tracking, accepted outcomes, total learning cost and controlled scale or rollback rules."
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---

[Home](https://froggyads.com/)/[Affiliate Marketing Traffic](https://froggyads.com/affiliate-marketing-traffic/)/Cheap Advertising For AffiliatesSEO and GEO-ready buyer guide

# Cheap Advertising For Affiliates

Cheap advertising for affiliates should mean a low cost to reliable learning, not simply the lowest click or impression price. Limit the first test, measure accepted outcomes and include rejection, delay and operational effort in total cost. A cheaper source is useful only when destination fit and downstream value remain inside the written decision range.

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Reviewed and materially updated 2026-09-11 for Cheap Advertising For Affiliates. Recheck current inventory, approval conditions, pricing and campaign economics before launch.

![Cheap Advertising For Affiliates planning visual](https://froggyads.com/assets-redesign-2026/images/v108/cheap-advertising-for-affiliates-hero.svg)

Key takeaways

## Cheap Advertising For Affiliates in three decisions

- Define affiliate marketers promoting compliant offers in approved markets with permission to use the claims, creatives and tracking path and exclude restricted offers, prohibited markets, misleading creatives, duplicate events and sources that create rejected or reversed conversions. For **Cheap Advertising For Affiliates**, validate this point against Cheap Advertising, Affiliate Marketing Traffic, Advertising For Affiliates and keep it separate from the **Traffic For Affiliates** intent.

- For Cheap Advertising For Affiliates, keep concept, destination, tracking and accepted-event definition stable while the first source-level test matures.

- Scale only when an advertiser-accepted lead, sale, install, registration or other payable event and accepted conversion cost, advertiser rejection rate, conversion delay, payout margin and retained source value remain inside the documented decision range. For **Cheap Advertising For Affiliates**, validate this point against Cheap Advertising, Affiliate Marketing Traffic, Advertising For Affiliates and keep it separate from the **Traffic For Affiliates** intent.

Planning note for Cheap Advertising For Affiliates: these takeaways support campaign decisions but do not guarantee pricing, available inventory, approval or performance.

**On this page**[Definition](https://froggyads.com/cheap-advertising-for-affiliates/#definition)[Evaluation framework](https://froggyads.com/cheap-advertising-for-affiliates/#framework)[Launch workflow](https://froggyads.com/cheap-advertising-for-affiliates/#workflow)[Measurement](https://froggyads.com/cheap-advertising-for-affiliates/#measurement)[Formats and destination](https://froggyads.com/cheap-advertising-for-affiliates/#formats)[Optimization](https://froggyads.com/cheap-advertising-for-affiliates/#optimization)[Limitations](https://froggyads.com/cheap-advertising-for-affiliates/#limitations)[Questions](https://froggyads.com/cheap-advertising-for-affiliates/#faq)

## What cheap advertising for affiliates means

**Definition:** Cheap advertising for affiliates is a cost-controlled acquisition approach that minimizes the cost of reliable learning and accepted business value rather than chasing the lowest headline rate.

Cheap Advertising For Affiliates begins with an operating boundary. Define affiliate marketers promoting compliant offers in approved markets with permission to use the claims, creatives and tracking path, the market, device, permitted formats, destination and an advertiser-accepted lead, sale, install, registration or other payable event. The destination should be a compliant bridge or advertiser landing page with accurate claims, disclosures, tracking parameters and a clear conversion path. Broad delivery is not useful when the user cannot lawfully or practically complete the offer.

This guide focuses on cheap advertising decisions for affiliates. Related ad-format pages explain creative execution, traffic-source pages explain source selection, platform pages explain operational controls and paid-traffic pages explain acquisition. Use the most specific resource for the decision being made.

On Cheap Advertising For Affiliates, use this control to keep the page's evidence and action traceable. The main avoidable risk is optimizing to unapproved conversions, hiding material offer terms or scaling before advertiser validation matures. Put the risk, responsible owner, evidence threshold and pause signal into the brief before launch. A written stop condition is more useful than a general promise to monitor quality.

## A defensible cheap advertising framework for affiliates

Evaluate cheap advertising for affiliates through eligibility, audience, message, format, source, destination, measurement, safeguards and economics. The plan should support source-level acquisition that can be connected to an accepted advertiser conversion rather than a raw click and connect delivery to an advertiser-accepted lead, sale, install, registration or other payable event, not attention alone.

For Cheap Advertising For Affiliates, build the test through six connected layers: eligibility, promise, format, destination, measurement and safeguards; attention alone is not success when the wrong user, broken continuity or an unaccepted event drives the metric.

| Decision area | What to define | Evidence before scale |
|---|---|---|
| **Headline cost** | Bid, click or impression rate. | Do not treat the lowest rate as the final cost. |
| **Learning cost** | Spend needed for a reliable source decision. | Include delay, rejected events and fragmented tests. |
| **Destination cost** | A compliant bridge or advertiser landing page with accurate claims, disclosures, tracking parameters and a clear conversion path. | Include page speed, tracking and conversion friction. |
| **Accepted value** | An advertiser-accepted lead, sale, install, registration or other payable event. | Measure only validated outcomes after exclusions mature. |
| **Operational cost** | Time required for setup, review and optimization. | Prefer controls that make decisions reproducible. |

**Decision rule:** Do not choose or scale cheap advertising for affiliates from headline reach, a low CPM, early clicks or isolated conversions. Require stable tracking, source evidence and mature accepted value.

For the Cheap Advertising For Affiliates decision, record how this control changes the next test or review. Document the decision range before launch. Name the maximum spend without an advertiser-accepted lead, sale, install, registration or other payable event, the minimum evidence required before a source exclusion, the delay window that must pass, and the economics required before a budget increase. These rules reduce emotional optimization and make the same evidence understandable to media buyers, analysts and account owners.

## Controlled workflow for cheap advertising for affiliates

For Cheap Advertising For Affiliates, keep the workflow reversible by recording each change, why it was made, the evidence required for the next action and the configuration used for rollback.

1

### Define the operating brief

For Cheap Advertising For Affiliates, apply this control to the page's stated scope and evidence window. Confirm affiliate marketers promoting compliant offers in approved markets with permission to use the claims, creatives and tracking path, the intended market and device, a compliant bridge or advertiser landing page with accurate claims, disclosures, tracking parameters and a clear conversion path, and an advertiser-accepted lead, sale, install, registration or other payable event. List exclusions before the campaign is approved.

2

### Validate the complete path

For Cheap Advertising For Affiliates, test every redirect, parameter, page state, disclosure and conversion event, and confirm that campaign, source, format, creative and destination identifiers survive to the accepted-event record.

3

### Launch a protected test

For Cheap Advertising For Affiliates, connect this rule to the named audience, workflow, or comparison before acting. Use a capped budget, conservative frequency and a small set of meaningfully different concepts. For affiliates, start with offer-to-audience fit, transparent claim and disclosure and accepted conversion economics as separate hypotheses rather than cosmetic variations.

4

### Diagnose by source and concept

For Cheap Advertising For Affiliates, separate format, source, market, device, concept and destination performance, then wait for conversion delay, rejection data and downstream quality signals before removing or scaling a source.

5

### Scale or restore the baseline

For Cheap Advertising For Affiliates, apply this control to the page's stated scope and evidence window. Increase one major variable at a time. If accepted conversion cost, advertiser rejection rate, conversion delay, payout margin and retained source value move outside the documented range, return to the last trusted configuration and diagnose the change.

![Cheap Advertising For Affiliates controlled workflow](https://froggyads.com/assets-redesign-2026/images/v108/cheap-advertising-for-affiliates-workflow.svg)

## Budget and measurement model

The first cheap advertising for affiliates budget is the cost of answering a decision question, not a promise of scale. Estimate how much delivery is needed to observe several mature accepted events, reserve room for one confirmation cycle and stop before the test becomes open-ended spend.

### Test budget

For Cheap Advertising For Affiliates, divide a capped test across a limited number of formats, sources and concepts so each segment can mature. The FroggyAds minimum deposit is $50, but a useful test budget may need more depending on market, format, bid, competition and conversion rate.

### Maturity window

Within Cheap Advertising For Affiliates, use this checkpoint when recording the next page-specific decision. Define the normal time between an ad interaction and an advertiser-accepted lead, sale, install, registration or other payable event. Add time for validation, rejection, refunds or downstream qualification where relevant. Review mature cohorts rather than comparing a completed source with a recent source.

### Accepted value

On Cheap Advertising For Affiliates, use this control to keep the page's evidence and action traceable. Optimize toward an advertiser-accepted lead, sale, install, registration or other payable event. Review accepted conversion cost, advertiser rejection rate, conversion delay, payout margin and retained source value. Keep rejected, duplicate, fraudulent, refunded or otherwise unqualified events outside the accepted-value calculation.

![Cheap Advertising For Affiliates evaluation scorecard](https://froggyads.com/assets-redesign-2026/images/v108/cheap-advertising-for-affiliates-scorecard.svg)

| Signal | Use | Do not assume |
|---|---|---|
| **Impressions and reach** | Confirm delivery, market and pacing. | Reach alone does not prove audience fit. |
| **Click or engagement** | Diagnose message and placement response. | A high rate does not prove qualified intent. |
| **On-page behavior** | Check message continuity, speed and usability. | Time on page is not accepted commercial value. |
| **an advertiser-accepted lead, sale, install, registration or other payable event** | Connect delivery to the primary accepted event. | One early event is not a stable source conclusion. |
| **accepted conversion cost, advertiser rejection rate, conversion delay, payout margin and retained source value** | Evaluate mature economics and quality. | Blended averages can hide weak markets, devices or sources. |

## Format, message and destination fit

Within Cheap Advertising For Affiliates, use this checkpoint when recording the next page-specific decision. Push, native, display, pop, video and interstitial inventory tested separately by offer and source can serve different jobs. Native and display can explain context or reinforce recognition. Push can support concise timely messages where the destination completes the explanation. Pop delivery can provide broad reach when user experience, policy and destination quality support it. Video or interstitial formats may fit visual demonstrations, but every format should be tested as a separate source of evidence.

When using Cheap Advertising For Affiliates, apply this rule only to the conditions and decision described on this page. For affiliates, promising concepts include offer-to-audience fit, transparent claim and disclosure and accepted conversion economics. Each concept should have one stable ID, one primary promise and one matching destination version. Do not call a color or image swap a new concept when the same hypothesis is being tested.

For the Cheap Advertising For Affiliates decision, record how this control changes the next test or review. The destination should be a compliant bridge or advertiser landing page with accurate claims, disclosures, tracking parameters and a clear conversion path. Repeat the ad promise, state material terms early, preserve market and device continuity and make the accepted action easy to complete. A strong creative cannot compensate for a slow, contradictory or ineligible landing page.

**Audience boundary**

affiliate marketers promoting compliant offers in approved markets with permission to use the claims, creatives and tracking path

**Destination continuity**

a compliant bridge or advertiser landing page with accurate claims, disclosures, tracking parameters and a clear conversion path

**Accepted outcome**

an advertiser-accepted lead, sale, install, registration or other payable event

## Source optimization, scale and rollback

For Cheap Advertising For Affiliates, judge each source on mature accepted value rather than a blended account average; a higher click cost can still be better when rejection, refunds, retention and downstream value are included.

For Cheap Advertising For Affiliates, whitelist a source only after more than one mature window shows stable accepted value without dependence on one concept or isolated conversion; reduce or block it when repeated evidence shows poor qualification, destination mismatch, abnormal patterns or economics outside the stop range.

For Cheap Advertising For Affiliates, scale in controlled increments by changing budget, bid, targeting breadth, format mix or source coverage one at a time; record the previous value, expected effect and rollback condition before each change.

Maintain a decision log for cheap advertising for affiliates. Record the date, campaign version, source, format, market, device, concept, destination, spend, accepted-event count, maturity window and reason for every material action. Keep excluded sources and rejected events visible. This history separates a real improvement from a temporary mix change, lets another buyer reproduce the decision and creates a factual review trail. Treat untraceable results as directional evidence and require a confirmation cycle before expanding budget.

Review cheap advertising for affiliates evidence in two layers. First, check delivery integrity: eligible market, device, format, source identifier, destination response, tracking continuity and abnormal-event signals. Second, check business quality: accepted conversion cost, advertiser rejection rate, conversion delay, payout margin and retained source value, cancellation or rejection patterns, conversion delay and retained value. Compare the current cohort with the last trusted cohort rather than a mixed account average. Document which exclusions were applied and why, then make the smallest defensible change.

**Rollback rule:** Restore the last trusted configuration when accepted-event cost, rejection, refund, qualification or retention moves outside the approved range after a scale change.

## Limitations, safeguards and responsible use

For the Cheap Advertising For Affiliates decision, record how this control changes the next test or review. Offer authorization, truthful claims, required disclosures, market eligibility, privacy, tracking integrity and network terms must be part of the campaign design, not a note added after creative production. Confirm the exact offer, market, audience, destination, data flow and platform policy before launch. This page does not provide legal advice, and platform availability does not prove that an advertiser or offer is lawful in every market.

For Cheap Advertising For Affiliates, traffic-quality controls reduce risk but cannot eliminate every invalid event. SmartCPC may lower effective click cost when conditions allow, but it does not guarantee conversion or profit; approval still depends on the offer, creative, destination, targeting and current review.

For Cheap Advertising For Affiliates, FroggyAds provides self-serve media-buying controls, while the advertiser remains responsible for claims, licensing, consent, privacy, age controls, product eligibility, tracking and customer experience; results still depend on market, format, bid, competition, creative, destination and optimization.

### Useful FroggyAds source pages

For Cheap Advertising For Affiliates, use [pricing and entry information](https://froggyads.com/pricing/), [supported ad formats](https://froggyads.com/ad-formats/), [conversion tracking setup](https://froggyads.com/conversion-tracking-setup/), [traffic-quality controls](https://froggyads.com/adscore-traffic-quality/), [brand-safety guidance](https://froggyads.com/brand-safety/) and the [editorial and fact-checking policy](https://froggyads.com/editorial-policy/).

Verification resources

## Sources and standards to verify before launch

Policies, laws and technical standards can change. Check the current requirements for the exact market, offer, creative, destination and data flow before launching a campaign. For **Cheap Advertising For Affiliates**, apply this rule to the page-specific audience, market, format or buying decision described here.

### [FTC advertising and marketing guidance](https://www.ftc.gov/business-guidance/advertising-marketing)

For Cheap Advertising For Affiliates, review current truth-in-advertising and disclosure guidance before approving claims, creatives and destination materials.

### [Google Ads policies](https://support.google.com/adspolicy/answer/6008942?hl=en)

For Cheap Advertising For Affiliates, use Google Ads policies as a current comparison point for permitted content, claim restrictions and destination expectations; verify the policy again before launch.

### [Microsoft Advertising Help Center](https://help.ads.microsoft.com/)

For Cheap Advertising For Affiliates, use Microsoft Advertising documentation as a second platform reference for campaign setup, policy and measurement context, not as a substitute for the rules governing the actual campaign.

### [IAB Tech Lab standards](https://iabtechlab.com/standards/)

For Cheap Advertising For Affiliates, use advertising-technology standards as context for identifiers, measurement and supply-chain terminology, then verify the current platform and campaign implementation separately.

## Questions about cheap advertising for affiliates

### For Cheap Advertising For Affiliates, how should an affiliate set a budget for low-cost advertising?

Choose an amount the campaign can lose while learning, and reserve part of it for retesting the placements that show credible intent.

### For Cheap Advertising For Affiliates, which affiliate offers fit inexpensive traffic best?

Start with offers that accept the selected locations and devices, have clear terms and provide a landing path suited to the traffic format.

### For Cheap Advertising For Affiliates, what tracking is needed before buying affiliate traffic?

Record placement, creative, cost and the accepted conversion event so revenue can be traced back to each traffic segment. Cheap Advertising For Affiliates begins with an operating boundary.

### For Cheap Advertising For Affiliates, how can an affiliate tell whether cheap traffic is useful?

Judge it by verified downstream actions and cost, not the visit price alone. Separate sources before comparing their value. Evaluate cheap advertising for affiliates through eligibility, audience, message, format, source, destination, measurement, safeguards and economics.

### For Cheap Advertising For Affiliates, what makes an affiliate landing page ready for paid visits?

Fast loading, an accurate offer explanation, visible eligibility and pricing, and an obvious action prepare the page for paid visitors.

### For Cheap Advertising For Affiliates, how many creative ideas should a first test include?

Use a small set with meaningful differences. Give each enough exposure to learn before adding more variations. A controlled workflow keeps the test reversible.

### For Cheap Advertising For Affiliates, what compliance checks belong in an affiliate campaign?

Confirm the program rules, disclosure needs, permitted claims, traffic sources and location restrictions before launch. Define the eligible audience destination accepted outcome and budget limits for cheap advertising for affiliates verify tracking and make source level decisions.

### For Cheap Advertising For Affiliates, what common mistake makes inexpensive affiliate traffic costly?

Sending broad traffic to an untested page wastes the budget because audience, placement and funnel problems become impossible to separate.

### For Cheap Advertising For Affiliates, which change should an affiliate test first?

Fix tracking or page failures first, then address weak placements and message mismatch one controlled change at a time. Define affiliate marketers promoting compliant offers in approved markets with permission to use the claims creatives and tracking path and exclude restricted.

### For Cheap Advertising For Affiliates, when should an affiliate increase campaign spend?

Scale after accepted conversions repeat within the target economics and added placements continue to meet the same standard. Policies, laws and technical standards can change.

## Related resources for affiliates

[**Ad Network For Affiliates**Use this related FroggyAds resource to compare the adjacent campaign decision.](https://froggyads.com/ad-network-for-affiliates/)[**Advertising Platform For Affiliates**Use this related FroggyAds resource to compare the adjacent campaign decision.](https://froggyads.com/advertising-platform-for-affiliates/)[**Traffic Source For Affiliates**Use this related FroggyAds resource to compare the adjacent campaign decision.](https://froggyads.com/traffic-source-for-affiliates/)[**Online Advertising For Affiliates**Use this related FroggyAds resource to compare the adjacent campaign decision.](https://froggyads.com/online-advertising-for-affiliates/)
Controlled self-serve media buying

## Build a measured Cheap Advertising For Affiliates plan

Define the eligible audience, destination, accepted outcome and budget limits for cheap advertising for affiliates, verify tracking and make source-level decisions from mature evidence. Results vary by campaign and are not guaranteed.

[Create My Free Account](https://premium.froggyads.com/#/signup)[Explore all resources](https://froggyads.com/resources/)
Advertiser decision framework

## Cheap Advertising For Affiliates: what should the advertiser decide next?

For Cheap Advertising For Affiliates, the commercial task is to turn cheap advertising for affiliates into one measurable campaign decision. Use Cheap Advertising For Affiliates in three decisions to define the audience or problem, use What cheap advertising for affiliates means to constrain the test, and decide in advance which accepted result would justify more FroggyAds spend.

On this Cheap Advertising For Affiliates page, the decision should remain tied to the existing evidence around **Cheap Advertising For Affiliates in three decisions**, **What cheap advertising for affiliates means** and **A defensible cheap advertising framework for affiliates**. Those sections give cheap advertising for affiliates its specific context; the table below turns that context into campaign actions rather than adding another generic definition.

| Decision | What to verify | FroggyAds action |
|---|---|---|
| Cheap Advertising For Affiliates objective | Use Cheap Advertising For Affiliates in three decisions to define the accepted business event and the maximum learning loss for cheap advertising for affiliates. | Launch one FroggyAds campaign objective for Cheap Advertising For Affiliates and keep the conversion definition stable. |
| Cheap Advertising For Affiliates audience | Use What cheap advertising for affiliates means to verify market, device, language and offer eligibility for cheap advertising for affiliates. | Apply only the FroggyAds targeting controls that change the real Cheap Advertising For Affiliates customer journey. |
| Cheap Advertising For Affiliates source evidence | Use A defensible cheap advertising framework for affiliates to keep source-level differences visible instead of relying on one blended cheap advertising for affiliates average. | Keep, cap, exclude or retest Cheap Advertising For Affiliates inventory from documented source evidence. |
| Cheap Advertising For Affiliates economics | Use Controlled workflow for cheap advertising for affiliates to connect media spend with accepted conversions and downstream value for cheap advertising for affiliates. | Protect the Cheap Advertising For Affiliates test with a written budget boundary and a consistent attribution window. |
| Cheap Advertising For Affiliates scale rule | Use Define the operating brief to define the exact evidence that earns the next budget increase for cheap advertising for affiliates. | Scale Cheap Advertising For Affiliates one major control at a time and compare marginal performance with the prior baseline. |

### A page-specific FroggyAds test sequence for Cheap Advertising For Affiliates

1. **Cheap Advertising For Affiliates outcome:** define the accepted event for cheap advertising for affiliates and the maximum loss permitted while the first test is learning.

2. **Cheap Advertising For Affiliates path:** verify market eligibility, device experience, landing-page continuity and tracking against Cheap Advertising For Affiliates in three decisions before buying more traffic.

3. **Cheap Advertising For Affiliates hypothesis:** launch one bounded FroggyAds test tied to What cheap advertising for affiliates means; do not change bid, creative, audience and destination together.

4. **Cheap Advertising For Affiliates source review:** compare qualified activity, accepted conversions, timing and cost by the source or segment dimensions relevant to A defensible cheap advertising framework for affiliates.

5. **Cheap Advertising For Affiliates scaling:** use Controlled workflow for cheap advertising for affiliates and Define the operating brief to define what must reproduce before the next budget increase.

### Why FroggyAds is relevant to Cheap Advertising For Affiliates

For Cheap Advertising For Affiliates, FroggyAds gives advertisers a self-serve DSP and ad-network workflow for buying supported traffic with campaign-level budgets and targeting. Depending on format and campaign context, available controls can include country, city, device, operating system, browser, carrier, category, source, ID and IP options. SmartCPC and Adscore-supported traffic-quality controls can support the cheap advertising for affiliates optimization process, while the advertiser's tracker, analytics and backend acceptance remain the final evidence for commercial quality.

Use Define the operating brief as the final checkpoint for Cheap Advertising For Affiliates. If the accepted result does not reproduce after the next meaningful volume step, return to the last stable configuration instead of widening several controls at once.

[Create your free FroggyAds account](https://premium.froggyads.com/#/signup)

Search intent and buyer decision

## How to use this Cheap Advertising For Affiliates page

This URL has one primary job for **affiliate marketers**: **control low-cost buying without confusing price with quality**. Keep this page focused on that buying decision instead of turning it into a generic advertising article. The nearest related FroggyAds page is [Traffic For Affiliates](https://froggyads.com/traffic-for-affiliates/); use that URL when its narrower task is the one you actually need.

The current competitor review for this page records 10 reviewed comparison and competitor pages in the affiliate cluster, with 10 fetched successfully. Separately, the page-level entity coverage tracks offer economics, source tracking, placement tracking, landing-page fit, compliance, and ROAS. We use both as coverage checks, not as copied claims or proof of FroggyAds performance. Applied to Cheap Advertising For Affiliates, this check should support the distinct decision to control low-cost buying without confusing price with quality and remain traceable to the page's own evidence.

For **Cheap Advertising For Affiliates**, keep offer economics connected to source tracking and placement tracking, verify landing-page fit before comparing accepted conversions, and calculate ROAS only from your own verified spend and revenue. These are operating checks, not performance promises.

| Step | Commercial General workflow | Evidence to retain |
|---|---|---|
| 1 | Define the buyer and accepted outcome | Keep the evidence tied to Cheap Advertising For Affiliates and the accepted outcome defined for this URL. |
| 2 | Configure the smallest useful campaign test | Keep the evidence tied to Cheap Advertising For Affiliates and the accepted outcome defined for this URL. |
| 3 | Keep, cap or expand only from accepted-outcome evidence | Keep the evidence tied to Cheap Advertising For Affiliates and the accepted outcome defined for this URL. |

### Transparent Cheap Advertising For Affiliates decision example

**Hypothetical example:** if a controlled Cheap Advertising For Affiliates test spends USD 200 and records 5 accepted outcomes after the same review window, accepted CPA is USD 200 divided by 5 = **USD 40.00**. Replace the example inputs with your own economics; this is not a FroggyAds performance claim.

Use FroggyAds as the execution layer only when the page's decision calls for paid traffic. Set the relevant budget, targeting and format controls, verify conversion tracking, keep source-level evidence, and increase spend only when the accepted outcome supports the next step. [Create your free FroggyAds account](https://premium.froggyads.com/#/signup). Applied to Cheap Advertising For Affiliates, this check should support the distinct decision to control low-cost buying without confusing price with quality and remain traceable to the page's own evidence.

Direct answer

## Cheap Advertising For Affiliates — what matters first

Cheap Advertising For Affiliates is most useful when it helps a buyer control low-cost buying without confusing price with quality. Define the accepted outcome first, then use targeting, budget and source-level evidence to decide what deserves more spend.