What does the optimization process look like? (6)
I asked this question here but it didnt get any momentum.
http://stmforum.com/forum/showthread...cess-look-like
I think of optimization as three parts.
I can get more conversions with the same traffic (landing page optimization)
I can lower the cost per click (campaign optimization)
I can get better quality, more likely to convert traffic (targeting optimization)
But where do I start? Is every campaign going to be different?
I think that targeting and campaign optimization are pretty straightforward processes.
... but landing page optimization is a bit confusing... so many variables, where would I start? Split test the call to action? Split test the headline?
I've deleted the other post so we don't have people posting in 2 places. 
You've asked a really general question - which is probably the reason for the lack of response. Nevertheless, it's a very important question.
The optimization process may not be as straightforward as you may think. It would be a lot easier if you could start a follow-along or otherwise provide a specific example of a campaign, because each case is different.
I'll write a separate post to answer your question - and link to it from here when I'm done - please stay tuned.
Amy
Originally Posted by vortex
Hey, conduit,
Media Buying can be complicated. That’s why I’ll start answering your doubts from the beginning.
First: you shouldn’t optimize everything at the same time (bid+ targeting+ landing page!) I advise you to start by optimizing your landing page and work from there to more advanced optimizations.
Second: regarding landing page optimization. You have to choose between adjustments on many variables such as the layout of the page and its design and also evaluate which areas of the page work better to insert the call to action. I reckon it would be good to create different landing pages with clear differences in order to check performance variations.
Third: regarding the call to action, the main things you can change are the placement, colour, size, letter type, etc. This means that - after testing - you can check what’s the mix with the best conversion ratio for that specific campaign.
Fourth: concerning the headline, it must be very attractive and short. Indeed, it has to be very appealing so as to get the viewer’s attention. Remember: you can work with different colours, sizes, letter types, etc.
After the testing phase, you must look at the conversion rates of each landing page. By then, you should be able to understand what performs better on each design. Don’t forget: you shouldn’t create too many tests at the same time because you’ll need to have a lot of traffic to evaluate the variations between them.
More advice: a) have a very appealing landing page that the user will want to stay on and proceed from. I think this should work and be tested in all browsers, operating systems and devices; b) the time it will take for the landing page to load is very important, so it has to be a light page; very quick to load in order to reduce what we call the bounce which is the percentage of users that click on the ad but never get to the landing page due to loading time.
After this initial LP optimization, you can proceed to the target and campaign optimization. In these cases, you have to take your average payout and metrics such as eCPM (revenue per 1000 impressions/visits) into consideration in order to change the bid correctly.
You should also know that eCPM can be a metric that allows you to understand what’s the breaking point between profitable ground and losing ground. That’s why you should always check if you're paying more than you can afford.
Don't forget to also check which device/browser/OS/type of traffic is working better on your campaigns and optimize them carefully.
If you have any questions you can always check our
Cheers!
Obvious question is obvious: have you read my and Vortex's guides on optimisation of campaigns?
http://stmforum.com/forum/showthread...Banners-Part-1
http://stmforum.com/forum/showthread...nificance-quot
http://stmforum.com/forum/showthread...gn-Or-An-Offer
If you can let us know what questions you had that weren't answered by those, that'd be really useful to narrow things down.
In addition,
http://stmforum.com/forum/showthread...Your-Campaigns
really describes the fundementals of most of what you're doing during optimisation.
As promised, here's the post on optimization:
http://stmforum.com/forum/showthread...Considerations
Thanks conduit for your question which triggered the idea for the post!
Amy
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