Module 9: Ongoing Campaign Optimization

Course Overview

Module 9: Ongoing Campaign Optimization

Lessons:

1. Budget Pacing Control – Learn how to manage media budgets effectively, ensuring you stay within pacing guidelines to maximize ROI.
2. A/B Testing – Develop and implement A/B tests to identify the best-performing creatives, ad copy, and targeting strategies.
3. Remarketing Opportunities – Understand how to retarget users based on their interactions with your site. Set up audience segmentation for different funnel stages.
4. Negative Keywords and New Keyword Opportunities – Learn how to add negative keywords to improve campaign efficiency and discover new keyword opportunities through regular search term audits.
5. Campaign Exclusion Lists (New) – Avoid audience fatigue by setting up campaign exclusion lists, ensuring that users are not repeatedly shown the same ads, leading to improved campaign efficiency.
6. Cross-Channel Strategy (New) – Learn how to leverage the strengths of different ad channels to create a cohesive strategy. For example, understand how to use Facebook for high traffic generation but low conversion quality, while using Google Ads for fewer but higher-quality leads. Explore techniques to optimize the synergy between channels.
7. Funnel Conversion Rate Optimization (New) – Explore advanced funnel optimization strategies by adjusting your remarketing windows based on user engagement. For example:
   • 90-day remarketing for general page visitors
   • 30-day remarketing for product page visitors
   • 14-day remarketing for users who added products to the cart.