Table of contents:
Optimization is key at Trickle. But what is optimization? Well, first off—
🛑 What optimization is not:
<aside> 💡 88 % of ads are perceived as interruptive according to Google!
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Optimization is a way to ensure delivery (bang for the buck), tap into the users need and the customer journey (i.e. don’t interrupt!) as well as continously asking the right questions and understanding the answer.
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It’s not torturing data and making it confess to whatever needs you see fit.
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Campaigns are monitored daily and optimized with regular frequency (min. of twice a week as a general rule). All optimizations are documented in the “Optimization” tab of the distribution plans according to below thesis formula:
<aside> 💡 "If _____[I do this], then _____[this] will happen.”
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This is to ensure we test one thing at at a time in order to see incremental results and value. This is true whether it pertains to creative, targeting, placements and so on.
📋 How to document:
| What | Why | When | Follow up |
|---|---|---|---|
| Changed bidding from CPC to CPM | Generate more cost-efficient frequency | [date] | [date] |
| Switched to active CTA’s to encourage more quality web visitors | Target group X has low session duration / high bounce in GA | [date] | [date] |
📱How to optimize:
Start at the top of the optimization framework and start formulating hypothesis broken down into subcategories: