Campaign Optimization

Digital Marketing - Study Notes:

For display campaigns

After you've run your reports, you can analyze the performance of your display campaigns, and you might want to optimize your campaigns to assure you're reaching your goals.

• Rotate your creative, and maybe test new messaging.
• Test new targeting options with observations.
• Adjust your bids accordingly in line with the performance that you're seeing.
• Monitor your ad's performance regularly, and optimize where needed.

Reduce the bids on poor performers. Increase the bids on your top performers. Amend your targeting to improve your CPM or your clickthrough rate. Restrict or reduce your targeting where your budgets are being exceeded every day, or adjust your ad scheduling, your delivery, or frequency to control your budget in how it's used over the day.

For video campaigns

Likewise, after you've run your reports on your video campaigns, assess the performance against your goals, and judge whether or not your investment is generating a return.

Optimize your campaigns based on what your KPIs are, whether they're views, engagement, your reach, or traffic to your website. Optimize your video campaigns in the same way you would a display or a search campaign. Reduce your bids on poor performers or, to increase your reach, increase your bids on top performers. Amend your targeting to improve your view-through rate or your clickthrough rate.

Expand or restrict your targeting to make sure you're reaching your daily budgets, and adjust your ad schedule and your delivery.