The campaign is delivering, but not at its full potential.

1. Performance Analysis

   1. Run a Performance Report

   2. Analyze key metrics: impressions, clicks, conversions, CPC, CTR, and eCPA.

   3. Identify trends and pinpoint areas where performance is lacking.

   4. You can increase/decrease placement-specific bid prices based on your needs in the performance analysis report.

   5. In this report, you can block any underperforming placement/device/geo with any combination of entire placement, placement-device, and placement-geo.

   6. If certain geo are not performing well for your campaign for the selected sites, you can block that particular placement for the particular geo-locations.

   7. Check if any device is not performing well for the particular placement, you can block or lower the bid price of that placement device.

   8. Check if any placement is not performing well, you can block the entire placement or lower the price of that particular placement and increase the price for the performing one.

2. Targeting Refinement

   1. Review Targeting applied for the campaign and placements targeted.

   2. Try creating campaigns for different strategies and monitor the performance of each.

   3. Assess current geo-targeting, demographic, interest, and keyword/intent/audience targeting applied for the campaign.

   4. Check the geo-targeted and placements targeted are relevant to geo. Ex: Marathi Sites are targeted and geo-targeted is only Tamil Nadu. Here there will probably be less delivery or no delivery.

   5. Identify placements that are underperforming and consider reallocating the budget to better-performing segments.

   6. Expand or Narrow Targeting wherever required.

   7. Consider expanding targeting to reach a broader audience if the current scope is too narrow.

   8. Conversely, narrow targeting if the audience is too broad, to focus on high-converting sites.

   9. Block geos/placements or devices wherever they are nonperforming.

   10. If the campaign is audience-targeted, check if we have enough audience data for the segment in the past 15-30 days.

3. Budget and Bid Adjustments

   1. Reallocate the Budget if needed based on the above steps.

   2. Shift the budget from underperforming placements or times to high-performing ones..(New UI only)

   3. Adjust Bid Prices

   4. Increase bid prices to become more competitive in the auction.

4. Creative Optimization

   1. Test different creatives/adcopy to see which ones perform best.

   2. Check the average ctr and ecpm of the creative/adcopy in the report and evaluate performance.

   3. Evaluate performance based on engagement metrics (CTR, conversion rate).

   4. Refresh Creatives/ad copy i.e add multiple ad copies to creatives or update the existing ones.

   5. Update or create new ad copies and visuals to avoid ad fatigue.

   6. Align Creatives/ad copy with the Target Audience.

   7. Ensure creatives/ad copy are tailored to resonate with the target audience’s preferences and interests.

5. Ad Placement and Inventory

   1. Evaluate Ad Placements

   2. Analyze performance by placement and adjust targeting to focus on high-performing placements.

   3. Check for Publisher Issues i.e if there is any certain bidfloor price set for the particular placement or if there is any roadblock running through the particular targeted site.

   4. Ensure there are no issues with publishers or inventory sources.

   5. Address any publisher blocking or inventory limitations.

6. Landing Page Optimization

   1. Improve Landing Page Experience

   2. Ensure the landing page is relevant, fast-loading, and mobile-friendly.

   3. A/B tests different landing pages to see which ones convert better.

   4. Match the Ad copy headline with the Landing Page if it's relevant.

   5. Ensure the ad copy headline aligns with the landing page content to provide a seamless user experience.

7. Analyze Competitor Activity

   1. Monitor Competitor campaigns running on the sites under different placements.

   2. Keep an eye on competitor campaigns and strategies.

   3. Adjust your campaign targeting/pricing based on competitive insights of other campaigns.

   4. Review the past performance of the targeted placements, i.e by running the campaign detail analysis report where you will able to see what type of campaigns were running before, and what the average CPC, CTR, and eCPA worked out for those sites. Check what type of segments performed well on that site, and match with your brand segment. Based on this analysis you may make changes to your campaign.

8. Audience Segmentation and Retargeting to improve CPL

   1. Create an audience campaign based on behavior, engagement, and conversion data of your campaign

   2. Target the campaign by creating click affinity, and audience strategies to improve your overall CPL.

   3. Implement Retargeting by creating campaign click affinity.

   4. Use retargeting strategies to re-engage users who have previously interacted with your ads/sites.

9. Regular Monitoring and Iteration

   1. Continuously Monitor Performance

   2. Regularly review campaign performance and make data-driven adjustments.

   3. Iterate and Optimize

   4. Implement changes incrementally and measure the impact, iterating based on results.