1. Set the pixels
To use an ad channel you first set up the tracking code for that channel. This is the JavaScript code that reports conversions on your website back to the channel.
This is how the channels know which ads are performing best – since cost per click is only an intermediate metric and not enough to base ad spend on.
At this point, a more realistic goal is not to drastically taiwan mobile database increase your CPA, but to stabilize it: keep your ads fresh by creating new ads regularly and including multiple ads in each ad set.
If optimization fails to maintain an acceptable CPA, it’s time to pause the campaign. After a few weeks, you can resume the campaign as it was. By then, the audience is less likely to get tired of the campaign. It’s amazing how often this works.
6. Run ongoing experiments
Running an advertising channel is a relentless pursuit of improvement—not about making a small profit and forgetting about it.
If you keep experimenting, you’ll have a better CPA. I recommend setting aside 15% of your budget to run experiments every two weeks.
7. Reposition
Segment people who visited your site but didn’t convert into separate ad audiences. Every major channel allows you to do this, using conversion pixels. These are called “ custom audiences .