One of the main KPI’s we focused on was Cost per Conversion. From there, we were able to identify the specific ad campaigns under-performing. By focusing on their keyword targeting (and creating more granular ad groups and targeting) we were able to improve the ROAS (return on ad spend). Afterwards, we focused on the calls to action (CTA’s) that performed best, and implemented more engaging content, which performed exponentially better than previous ads, improving the overall quality score and subsequently the conversion rates of the ads.
*We totally made up this strategic name. It doesn’t actually exist. But we’re happy to do this same thing for your company!