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Optimize for Profit

Set clear milestones, test and refine strategies, and focus investment on high-value audiences to maximize profitability and growth.

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CLIENT QUOTE

Set Milestone Based Strategy

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Develop a set of clear milestones to be achieved each 90 days during growth phase

 

Set outcomes-based go forward plans for all strategies, including potential stopping points for underperforming strategies

 

Revise strategy as relevant to ensure that messaging & creatives stay relevant, and that ads reach as many high value customers as possible

 

Expand from successful strategies (e.g., into new ad inventory, new platforms, adjacent audiences) where marginal ROI may be available

​Develop Test Market Points

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Deliver ads to all market points, controlling serving to ensure similar serving for all market points. 

 

Use split testing tools to ensure that people do not interact with the same market point twice 

 

Assess viability of market points based on:

  • Click through rate (CTR): Shown a particular message, how likely is someone to click on an ad?

  • High funnel conversion rate:  Shown a particular message, how likely is someone to provide you with some type of value (e.g., email, app install)?

  • Purchase Rate: Shown a particular message, how likely is someone to pay for your product or service?

Split Test Market Points

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For market points that show promise: 

  • Split out smaller potentially more profitable segments of audience to see if we can improve profitability


  • Combine successful messages to see if we are able to find more resonance with key audiences

     

Cull all market points that do not succeed

Run split test again with revised market points

Analyze data to identify highest value market points 

Recombine Best Market Points

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Initiate ongoing optimization with sole focus on generating CPA<LTV

 

Manage all investment to focus on most profitable strategies based on optimization criteria including, but not limited to: Audience, Message, Pricing, Creative, Ad Inventory, Geography, Time of day, Day of week, Number of engagements

 

Consistently update creative to avoid fatigue and test what types of imagery most resonate with different audiences

 

Incorporate discount remarketing, targeting particular groups with discounts and offers aimed at driving highest possible purchase value and conversion rate

Trusted By Ad Industry Leaders

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