Mkt Ad Optimization

Digital Ad Optimization

Framework

IRON LAW: Optimize for the Business Metric, Not the Ad Metric

High CTR with low conversion = wasted clicks (attracting curiosity, not buyers).
Low CPC with no sales = cheap traffic that doesn't convert.

The only metrics that matter: CPA (Cost Per Acquisition), ROAS (Return On Ad Spend),
and ultimately: profit per ad dollar. Optimize the funnel, not the ad.

Platform Comparison

Bidding Strategies

Optimization Workflow

Phase 1: Audit Current Performance

• CPA by campaign, ad group, keyword/audience
• Quality Score (Google) or Relevance Score (Meta)
• Conversion rate by landing page
• Wasted spend: search terms with clicks but no conversions

Phase 2: Quick Wins (Week 1-2)

• Add negative keywords (Google Search)
• Pause underperforming ad groups/audiences
• Reduce bids on high-CPA keywords
• Fix landing page mismatches (ad promise ≠ landing page content)

Phase 3: Structural Improvements (Week 3-4)

• Audience segmentation: separate cold, warm, hot audiences
• Creative refresh: new ad copy/images (fatigue sets in after 2-4 weeks)
• Landing page optimization: speed, mobile, clear CTA

Phase 4: Scaling (Month 2+)

• Increase budget on winning campaigns (incrementally, +20%/week)
• Expand to new audiences (lookalikes, new interests)
• Test new platforms
• Build retargeting funnel: awareness → consideration → conversion

Creative Testing (A/B)

Output Format

# Ad Optimization Report: {Campaign/Account}

## Performance Summary
| Metric | Current | Target | Status |
|--------|---------|--------|--------|
| Spend | NT${X}/month | — | — |
| CPA | NT${X} | NT${X} | 🟢/🟡/🔴 |
| ROAS | {X}x | {X}x | 🟢/🟡/🔴 |
| CVR | {%} | {%} | 🟢/🟡/🔴 |

## Top Performing
| Campaign/Ad | CPA | ROAS | Action |
|------------|-----|------|--------|
| {name} | NT${X} | {X}x | Scale +20% |

## Underperforming
| Campaign/Ad | CPA | Issue | Action |
|------------|-----|-------|--------|
| {name} | NT${X} | {diagnosis} | Pause/Optimize/Restructure |

## Optimization Plan
| Priority | Action | Expected Impact | Timeline |
|----------|--------|----------------|----------|
| 1 | {action} | CPA -{X%} | {weeks} |

Gotchas

• Learning phase needs patience: Google/Meta algorithms need 50+ conversions per week per ad group to optimize. Restructuring too frequently resets learning.
• Attribution isn't perfect: Google takes credit for Google, Meta takes credit for Meta. Use UTM parameters and a neutral analytics tool (GA4) for cross-platform attribution.
• Creative fatigue is real: Even winning ads degrade over 2-4 weeks as the same audience sees them repeatedly. Refresh creatives regularly.
• Taiwan ad market specifics: LINE LAP reaches demographics that Facebook is losing (older users). Google is dominant for search intent. Mix platforms based on your audience.
• iOS privacy (ATT): Since iOS 14.5, Meta tracking is limited. Expect less accurate reporting for iOS users. Use conversion API and model-based attribution.

References

• For Google Ads account structure best practices, see references/google-ads-structure.md
• For Meta Ads creative guidelines, see references/meta-creative.md