Playbook: scaling a winning pop zone without killing it
A hot zone has a ceiling. Push past it wrong and EPC collapses.
— Bump bid 10%, NOT day-parting, first — more bid = more of the same good inventory before you touch new.
— Watch win-rate: under ~50% you have headroom; over 80% you've bought the whole zone, scaling is over.
— Only THEN add adjacent zones from the same publisher (often shares the same supply quality).
— Clone the campaign to a second source targeting the same publisher domain via inventory lists.
— Re-cap frequency as volume grows; over-frequency burns the user and tanks CR.
— confidence: high
Pop Wire
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