The Funding Campaign Has Launched—When and How Should I Use My Advertising Budget? | Official Funding Campaign Advertising Guide
Update Date: September 9, 2026
Main Funding After Launch
Ad Management Guide
"I advertised when the campaign was set to launch soon—should I keep advertising even after the funding campaign has started?"
“There are so many advertising options—which one should I use?”
If you’re worried about your advertising budget and strategy as the main funding campaign approaches, pay close attention! Let’s take a look at how successful projects actually allocated their budgets during the funding period and which advertising products they used to achieve results. To get straight to the point: we recommend dividing theentire campaign schedule into three main phases and allocating your budget in a 2:6:2 ratio, tailoring your advertising strategy to each stage.
By reading this article, you’ll learn:
- Three Things to Change in Your Ad Settings on Launch Day
- Wadiz ad products available for the main funding campaign and their optimal timing
- How to Allocate Your Post-Launch Budget by Phase
- Steps to Narrow Down the Cause When Ad Performance Drops
Key Insight 1.
Ad Budget 10 = Early Stage 2 + Mid-Stage 6 + Late Stage 2
Based on projects that concluded between January 2025 and August 2026, projects that raised 10 million won or more allocated a significantly larger portion of their advertising budget to the main funding phase compared to projects that raised less than 10 million won. They spent 44% of their total advertising budget on the main funding phase. If we set this amount to 100 and break it down into early, middle, and late phases, the ratio comes out to approximately 2 : 6 : 2.
| Maker Group | launching soon | Early Stage (First 3 Days) | Mid-Campaign | Late Stage (Final 3 Days) | Total after launch |
|---|---|---|---|---|---|
| Less than 10 million won | 71% | 9% | 15% | 4% | 28% |
| 10 million won or more | 56% | 10% | 26% | 8% | 44% |
Applying this ratio to the total advertising budget yields the following results. While the mid-phase may seem to carry a large share, it actually spans a longer period than the early and late phases combined—excluding the first three days and the last three days. However, this phase is a period where it’s difficult to gain momentum from the initial surge of notification subscribers or last-minute participation before the deadline; without the support of advertising, new visits may decline. Therefore , allocating an advertising budget to drive consistent payments is the key to success.
| Total funding campaign budget | First 3 days | Middle | Final 3 days |
| 1 million won | 200,000 won | 600,000 won | 200,000 won |
| 2 million won | 400,000 won | 1.2 million won | 400,000 won |
| 3 million won | 600,000 won | 1.8 million won | 600,000 won |
| 5 million won | 1 million won | 3 million won | 1 million won |
Key Insight 2.
4 Advertising Products to Boost Your Funding Campaign
Wadiz offers three main advertising products. You can utilize them as follows, depending on where and to whom your ads are displayed.
| Ad Type | Target | Role | Operation Method |
| Targeted Ads | New and Potential External Prospects | Consistent influx of new users via Instagram and Facebook | Consistent operation over a set period |
| Display Ads | wadiz Real-Time Users | Exposure on key ad spaces within the wadiz app and website | Targeted, daily campaigns at key moments |
| Push Notifications | Highly engaged users who have consented to receive marketing communications | Drive immediate conversions via wadiz app push notifications and KakaoTalk messages | Sent once at a critical moment |
If your brand isn’t widely known yet, targeted ads are the foundation. Through Facebook and Instagram, you can reach people who haven’t used wadiz before. If you want to reach people browsing projects on wadiz, use display ads; if you want to drive quick conversions through launch or closing perks and events, use push ads.
If you’re unsure which type of ad to run, we recommend 1) using targeted ads as a foundation to generate steady traffic and 2) adding display and push ads when needed.
① Targeted Ads: Drive a Steady Flow of New Customers Through Instagram and Facebook Ads
Targeted ads serve to consistently bring in new people who are likely to be interested in your project through external advertising. If you’ve been using targeted ads since you’re launching soon, we recommend continuing to run them during the main funding campaign as well. This is because the machine learning behind targeted ads has had a long time to learn about your project, making it much more likely that your ads will be shown to customers who are a good fit for your project. Therefore, targeted ads wadiz should continue to be used as a foundational advertising strategy , so we recommend continuing to use themto secure new customers outside of Wadiz.
In fact, when we analyzed the ad data from projects that ran targeted ads, we found that using the wadiz Pixel resulted in an average cost per acquisition (CPA) that was half that of running social media ads on a general brand-owned online store, while the conversion rate (CVR) was eight times higher. If you’re curious about the creatives that performed well in wadiz Targeted Ads, please refer to the category-specific creative insights. You can set up wadiz Targeted Ads directly in the Biz Center.
② Booster Coupons
Wadiz Booster Coupons are discount coupons that makers can issue by directly setting the coupon type, issuance period, and validity period. Projects that issue coupons receive benefits such as a [Coupon] badge displayed on their thumbnail project cards and automatic inclusion in the Booster Coupon ZIP section on the wadiz main homepage. Simply issuing a coupon can provide marketing benefits that attract supporters’ attention. In particular, Booster Coupons are displayed in nearly every section of the wadiz service—including the Main Home, projects launching soon, Friends, and Wish Best—as well as in the [Catch Up] section visible in the wadiz app, encouraging supporters to participate quickly.
In the early stages, set the Booster Coupon’s validity period to a short 1–2 days to emphasize the urgency of funding right away and drive initial participation. Midway through the campaign, issue coupons in limited quantities to reignite a stagnant funding pace, and just before the deadline, effectively boost last-minute payments with a message like “Today is the last day!” If you want to highlight coupon benefits at the top of the page, use display ads 3–5 described below; if you want to directly promote the coupon benefits to supporters, you can also use push notifications (No. 6) in conjunction with them.
③ Display Ad 1: Funding Package
The Funding Package allows you to feature your project in two locations on the wadiz Funding+ page—1) the Funding/Pre-order Home banner and 2) the top list area—all in a single package. By prioritizing your project’s visibility in the top section—where supporters’ attention is focused—you can quickly boost participation in your funding campaign. In particular, if you run a Funding Package ad three days before the project ends, it will be marked with a [Closing Soon] label, delivering an even stronger message to supporters.
If your budget is limited, start by using the funding package; if you have additional budget available, you can add the display ads listed below.
④ Display Ad 2: App Main Pop-up
The wadiz app main pop-up is, as the name suggests, an ad that exclusively showcases your project first to supporters who open the wadiz app. Since this ad slot allows you to highlight your project prominently among many others, it’s highly effective at attracting attention.
Rather than being displayed indiscriminately to all app users, you can target users with a high level of engagement in your project’s category. Since it guarantees a minimum of 10,000 impressions, you can expect superior results even within a limited budget. We recommend using this ad at key moments—such as on the first day of the campaign or as the deadline approaches—when you want to make a strong impression on a large number of supporters.
⑤ Display Ad 3: Main Content · Multi-Content · Multi-Board
| Main Content | Multi-Content | Multi-board |
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| Featured at the top of the mobile home screen | Key navigation paths for supporters (Main Home, Rankings, etc.) | Supporter Navigation Path (Bottom of Detail Page, Top of Supporter Tab, etc.) |
If you want to increase your project’s visibility on the wadiz app and website—which supporters visit frequently—try targeting three ad placements within wadiz Display Ads: Main Content, Multi-Content, and Multi-Board. These ads appear on various pages, including the mobile main home screen—which supporters visit most often—as well as Real-Time Best, Friends, Wishlist, and Recommended Projects, depending on the ad slot.
⑥ Push Ads: wadiz App and KakaoTalk Push Notifications
| wadiz App Push Notifications | KakaoTalk Push Notifications |
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wadiz push ads are designed to directly notify supporters with high interest who will be involved in projects that are launching soon—such as upcoming launches—to encourage them to sign up for notifications. Unlike targeted ads that drive steady traffic, these are ideal for creating a strong impact when you want to concentrate engagement at a specific moment.
App push notifications can be sent to highly engaged users who are interested in the project, and since the message is displayed alongside a featured image in the wadiz Notification Center—not just as a text message—it effectively captures supporters’ attention. KakaoTalk push notifications are also sent to highly engaged users based on wadiz data, and by utilizing a larger image area and ad copy, they are well-suited for driving immediate conversions.
Key Insight 3.
5 Factors to Check When Ad Efficiency Is Low
Troubleshooting Steps When Performance Drops
There are several possible causes for “ad performance dropping.” Try narrowing them down one by one in the order below.
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Steps
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Things to Check
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If applicable
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1
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Have you collected data for at least 24 hours? | If not, it’s too early to draw conclusions. Please wait a little longer for the machine learning algorithm to analyze your project’s data. |
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2
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Have visits decreased, or has only the number of payments decreased? | If visits have decreased, try running new ad creatives to improve conversion rates. If only payments have decreased, check whether your product’s strengths are clearly highlighted on the detail page and whether there are attractive Rewards. |
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3
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Have you been using the same ad for several days? | If you keep using the same creative, ad fatigue will set in, and you won’t be able to attract new customers anymore. Try creating new creatives with a tone similar to those that performed well. |
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4
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Are you still using the campaign you created for the campaign that will be launched soon? | Since signing up for notifications and making a funding payment are distinctly different actions, you need to change the campaign goal and set it up anew. |
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5
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Has your budget already been exhausted? | Try using News instead of ads. If you can afford it, consider using booster coupons. |
If you’re curious about funding management strategies for each funding period, check out the guide below!
📍Guides by Main Funding Period
- Guide to the First 3 Days of a wadiz Funding Campaign | Initial Management Strategy
- Mid-Funding Management Guide for wadiz | How to Break Through a Plateau 7 Days After Launch
- Guide for the Final 3 Days of a wadiz Funding Campaign | 4 Strategies for a Final Boost
Launching Ads and Boosting Your Main Funding Campaign
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Frequently Asked Questions (FAQ)
Q. I have a 3 million won advertising budget. Can you recommend ads that are effective during the main funding phase?
A. With a total budget of 3 million won, your post-launching budget will be between 900,000 and 1.35 million won, based on the allocation guidelines in the “Launching Soon” advertising guide. If you divide that amount in a 2:6:2 ratio, you’ll have around 200,000 won for the first 3 days, 600,000 to 800,000 won for the middle phase, and around 200,000 won for the final phase. For the first 3 days, I recommend targeted ads focused on conversions and one app push notification; for the middle phase, targeted ads with updated creatives and multi-board placements; and for the closing phase, push notifications.
Q. Should I continue running targeted ads after the launch?
A. Yes. However, you’ll need to change the message from “sign up for notifications” to “make a purchase.” Also, set aside some budget to use after the launch and right before the campaign ends. Makers who have raised over 10 million won spend 44% of their ad budget after the launch.
Q. How many days in advance should I apply for ads?
A. We recommend requesting a review at least 3 business days before your desired campaign start date. Display ads are shown on a daily basis, while push notifications are sent once at a specified time.
Q. Can I apply for ad products directly?
A. You can apply for Display and Push ads directly in the Ad Center. Targeted ads are set up in the Biz Center. To register ads in the Ad Center, follow this sequence: Campaign Settings → Select Product & Schedule → Set Creative → Schedule Pay later.
Q. Can I set up BonFunding funding ads in advance before the campaign launches?
A. The application and setup timelines vary by product. Please check the conditions for each product in the Ad Center.