- Feb 7, 2023
- 878
- 108
More conversions can be achieved by practicing a mix of strategies which best fit your audience, ad format, and niche. Here's a step-by-step guide to help you optimize your campaigns effectively:
1. Identify Your Niche
Each offer is unique, and it all begins with identifying the niche that your offer falls under. Be it finance, gaming, e-commerce, or any other vertical, identification of your niche opens avenues for you to find the audience for your offer.
2. Clearly Define Your Goals
Clearly define what you want to achieve with your campaign, be it generating leads, driving sales, increasing app downloads, or other goals. Having a clear goal in mind will guide your strategy: from designing ad creative to laying out a landing page, targeting effectively. Ensure that elements of your campaign align with achieving this goal.
3. Choose the Right Ad Format
Once your goal is defined, the next step will be to choose an ad format that best aligns with your goal. In this case, banners, pop-ups, native formats, and videos all will act differently for different types of conversions you may want to try and accomplish. For example, video ads might work well for brand awareness, but it's better to use native ads for leads. We recommend preparing multiple formats and testing them to find one that drives the most value in terms of your offer.
4. Create Several Ad Creatives & Landings
Run different ad creatives or landings for each country separately and also for each audience segment. This will give you a better understanding of how each creative performs with each audience. Perform A/B testing-make sure to test all different message, design, and layout variations to see which combination works best to yield the highest conversions.
5. Implement Conversion Tracking
If possible, use a conversion tracker for more effective tracking of campaign performance: number of clicks, number of conversions, cost per conversion. If you can't use advanced tracking software, then check your CTR and Conversion rates manually. Remember, low CTR does not mean poor performance-naturally so in very competitive niches. Keep your eyes on the actual conversions.
Also, many conversion trackers are embedded with fraud detection features that enable you to trace and block bot clicks. That is very important in terms of making sure real traffic is delivered, rather than wasting your budget on bad or non-human interactions. If some given conversion tracker does not have bot filtering, you may want to try some additional tool or service that will help monitor the quality of traffic. By blocking these bot clicks, you also protect your budget and keep your performance data clear, so you can make much better decisions when optimizing campaigns.
6. Budget Your Tests
First and foremost, test your campaigns with a small budget-something like $100-to find out what works. Normally this is enough to get an idea if it's your creative or your landing page that's or isn't converting. On highly competitive niches (e.g. gambling), this would need a higher budget in order to understand exactly what's driving conversions fully.
7. Optimize Ad Buying: Start with CPM
The general recommendation is to start with CPM because it gives you broader reach and faster optimization opportunities. CPM campaigns allow your ads to reach more people in a shorter period, which is useful when testing the effectiveness of creatives. Once you have enough data on hand, you can actually switch to CPA, which usually lowers your overall cost by focusing on paying for particular actions, like conversions.
CPC can be helpful, but most of the time, CPM will get you a much lower cost per conversion, especially if you're trying to reach large areas and optimize faster. But test both models to see which one works best for your particular offer.
8. Retarget Successful Audiences (Pro Tip)
Whenever you land on a creative or landing page that's actually converting, save that audience and retarget them in the future for similar offers. Retargeting works so well because you're advertising to people who have already taken interest in your offer. You'll not only save money by doing it this way, but you'll also save headache and time searching for new audiences.
9. Track and Optimize
Once you hit upon something that works, don't stop. Continually refine your ad creative, landing pages, and targeting based on the data you're gathering. Moreover, audience preferences and market conditions do shift, so what's working today may not be working tomorrow. Staying flexible and data-driven will help you keep high conversion rates for a longer period.
1. Identify Your Niche
Each offer is unique, and it all begins with identifying the niche that your offer falls under. Be it finance, gaming, e-commerce, or any other vertical, identification of your niche opens avenues for you to find the audience for your offer.
2. Clearly Define Your Goals
Clearly define what you want to achieve with your campaign, be it generating leads, driving sales, increasing app downloads, or other goals. Having a clear goal in mind will guide your strategy: from designing ad creative to laying out a landing page, targeting effectively. Ensure that elements of your campaign align with achieving this goal.
3. Choose the Right Ad Format
Once your goal is defined, the next step will be to choose an ad format that best aligns with your goal. In this case, banners, pop-ups, native formats, and videos all will act differently for different types of conversions you may want to try and accomplish. For example, video ads might work well for brand awareness, but it's better to use native ads for leads. We recommend preparing multiple formats and testing them to find one that drives the most value in terms of your offer.
4. Create Several Ad Creatives & Landings
Run different ad creatives or landings for each country separately and also for each audience segment. This will give you a better understanding of how each creative performs with each audience. Perform A/B testing-make sure to test all different message, design, and layout variations to see which combination works best to yield the highest conversions.
5. Implement Conversion Tracking
If possible, use a conversion tracker for more effective tracking of campaign performance: number of clicks, number of conversions, cost per conversion. If you can't use advanced tracking software, then check your CTR and Conversion rates manually. Remember, low CTR does not mean poor performance-naturally so in very competitive niches. Keep your eyes on the actual conversions.
Also, many conversion trackers are embedded with fraud detection features that enable you to trace and block bot clicks. That is very important in terms of making sure real traffic is delivered, rather than wasting your budget on bad or non-human interactions. If some given conversion tracker does not have bot filtering, you may want to try some additional tool or service that will help monitor the quality of traffic. By blocking these bot clicks, you also protect your budget and keep your performance data clear, so you can make much better decisions when optimizing campaigns.
6. Budget Your Tests
First and foremost, test your campaigns with a small budget-something like $100-to find out what works. Normally this is enough to get an idea if it's your creative or your landing page that's or isn't converting. On highly competitive niches (e.g. gambling), this would need a higher budget in order to understand exactly what's driving conversions fully.
7. Optimize Ad Buying: Start with CPM
The general recommendation is to start with CPM because it gives you broader reach and faster optimization opportunities. CPM campaigns allow your ads to reach more people in a shorter period, which is useful when testing the effectiveness of creatives. Once you have enough data on hand, you can actually switch to CPA, which usually lowers your overall cost by focusing on paying for particular actions, like conversions.
CPC can be helpful, but most of the time, CPM will get you a much lower cost per conversion, especially if you're trying to reach large areas and optimize faster. But test both models to see which one works best for your particular offer.
8. Retarget Successful Audiences (Pro Tip)
Whenever you land on a creative or landing page that's actually converting, save that audience and retarget them in the future for similar offers. Retargeting works so well because you're advertising to people who have already taken interest in your offer. You'll not only save money by doing it this way, but you'll also save headache and time searching for new audiences.
9. Track and Optimize
Once you hit upon something that works, don't stop. Continually refine your ad creative, landing pages, and targeting based on the data you're gathering. Moreover, audience preferences and market conditions do shift, so what's working today may not be working tomorrow. Staying flexible and data-driven will help you keep high conversion rates for a longer period.