9. Optimization

What is Optimization?

The ongoing process of improving performance after launch.

Best Practices

• Creative Refresh: Swap every 6-8 weeks depending on media spend; keep control.
  
• Frequency Cap: Start at 2/24h; adjust.
  
• Budget Shifts: Reallocate from underperformers to top performers.
  
• Audience Tuning: Exclude converters, refine geo/keywords.
  
• Watch Media Rates: CPMs fluctuate weekly, especially in Q4.
  
• Channel Mix: Test multiple channels, shift spend to efficient ones.
  

Why Optimize?

Audiences, costs, and engagement shift constantly. Optimization reduces waste and improves results.

Growth Channel Support

Customer Success Managers and reporting tools flag optimization opportunities automatically.