KPI . Successful ads in terms of KPI will be able to cover all other audience engagement indicators. For example, you initially set a price in the ad that cuts off part of the target audience. This will lead to the CTR decreasing with an increased number of purchases and traffic growing.
CTR . Increasing click-through rate can lower your CPC. To avoid this, you should test new ads.
Secondary metrics . These include view depth, click-through rate, bounce rate, and other parameters. In general, their values are not that important, but if the values are significantly distorted from the average, the situation may be a wake-up call for the company: something is wrong with the ad. For example, high bounce rates may indicate a mismatch with the landing page.
After a deep analysis of the efficiency, try to optimize the company's work by performing the following steps:
Identify which ads are considered ineffective or not effective at all. Either improve them or remove them completely;
The most effective ads benefits of reaching overseas chinese consumers in europe should be promoted, allocating the largest part of the budget to them;
refine the keys and other advertising parameters.
Advertising should be optimized as follows: a comparative analysis of targeting, lead prices, and ad formats is carried out. Then, ineffective ads that you were able to detect during the advertising launch are added to the stop list, and the budget for effective ones is increased. This will help you rationally approach the distribution of funds.
The first point of evaluating the effectiveness is a day after the launch of the advertisement. You should definitely check all the advertisements: whether they passed moderation, whether the advertisement was allowed into all the groups, whether the focus was on the right target audience, or whether some error occurred. Then check the data in a week: make sure that the budget is sufficient, there are no force majeure events such as an overly expensive click.
Global optimization of ads should be done two weeks after the start or at the time of budget expiration, which will exceed the planned CPL by 2-3 times. This will help you to more objectively approach the assessment of statistics that can be collected during this period of time.
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