Whether you’re setting up something new or optimizing an old legacy campaign that’s been running in the background for eons, there’s a defined set of adjustments you can make regardless of your criteria and goals.
While targeting capabilities can differ from one ad network to the next, you’ll generally see several layers of decisions to make as they pertain geolocation, demographics, behavioural targeting, device type and ad creative.
By going through all the check points in how traffic from a particular campaign is delivered you can not only find efficiency opportunities but also blind spots where you are not currently running any traffic but may wish to do so. Sometimes conversions come from unaccounted for markets.
The above graphic serves as a good representation of the different facets of a digital campaign as it goes from messaging to targeted ad placement. If you can adjust it, it’s worth testing.