Let's take a closer look at few strategies in action.
Focus Area : Campaigns
Case 1 : Set Auto-Campaign Budget Guardrails
Strategy to be Adopted : Ensure campaign budgets never cross a defined threshold by type of campaign
Objective(s) | Improve Conversion Rate |
Scope | Campaigns |
Condition | High Current Budget |
Action | Daily Budget Change - Set new Budget |
Control Action With | Days>x *Action taken only when this condition is satisfied |
Priority | Low |
Tip : Use this to ensure that the budgets never exceed a threshold.
Case 2 : Increase Campaign Daily Budget
Strategy to be Adopted : Reward high RoAS campaigns by increasing their budget
Objective(s) | Improve RoAS |
Scope | Campaigns |
Condition | RoAS | Clicks |
Action | Daily Budget Change - Increase Budget |
Priority | Medium |
Case 3 : Decrease Campaign Daily Budget
Strategy to be Adopted : Reduce budget on low performing campaigns so that spend shifts to more profitable campaigns
Objective(s) | Improve RoAS |
Scope | Campaigns |
Condition | Low RoAS |
Action | Daily Budget Change - Decrease Budget |
Priority | Medium |
Tip : Use this within a specific profile/portfolio based on overall budget.
Case 4 : Pause Non-performing Campaigns
Strategy to be Adopted : Pause campaigns with high spend and low return to get improved RoAS
Objective(s) | Improve RoAS |
Scope | Campaigns |
Condition | High Clicks/Spend | No Sales |
Action | Pause Campaign |
Priority | Low |
Tip : Use this strategy to pause campaign that are resulting in inefficient spend with no sales. Set a medium-to-high threshold for clicks/spend to ensure there is enough signal.
Case 5 : Daily Budget Campaign Floor
Strategy to be Adopted : Ensure campaign budgets do not fall below a minimum value
Objective(s) | Grow Awareness |
Scope | Campaigns |
Condition | Budget < $X |
Action | Daily Budget Change - Set New Budget |
Priority | Low |
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