What is Paid Media Optimization

Alright so what's paid media optimization all about?

In short, it's the efficient spending of marketing budget.

Similar to how you work with a financial advisor to optimize your finances - the same can be said for digital marketing campaigns.

Paid media optimization entails the planning, execution, and tracking of campaigns, all while reallocating budgets and testing new channels iteratively.

Optimizing paid media campaigns is crucial for achieving higher click-through rates, conversions, and maximizing return on investment by reaching the right audience with the right message.

Why is Paid Media Optimization Important?

With most things, when you increase one thing, another thing decreases.

This inverse relationship occurs with your advertising campaigns too.

As your advertising budget increases, efficiencies decrease.

Maintaining and improving ROI is important so you can get more out of your advertising campaigns.

When Should You Optimize Your Paid Media?

As a Chinese proverb once said, the best time to plant a tree was 20 years ago. The next best time is today.

So in short, as soon as possible, you should be optimizing your paid media.

Best Practices for Paid Media Optimization

At Optimize, we handle paid media campaign creation, execution, and tracking in this manner.

1. We start with campaign planning, where we develop a campaign plan that helps schedule, campaigns based on unique strategy, audiences, and messaging.
2. From here, we pick long form pieces of content that we will want to use to offer great value to our prospects.
3. Following content, we predict AB tests that will be run at the campaign, ad, and landing page level.
4. Then we pick placements/mediums for the ads and go about creating the ads.
5. Last, we ensure attribution is setup and tracking is flowing properly!
6. Learn more about each of these below.

Paid Media Campaign Planning

The first thing we do when we get started in a new engagement is to do some good campaign planning.

We essentially create a schedule of the campaigns we are going to run, that way you have a timeline of what to expect.

This is done by arranging the strategy, audience, and messages together.

It helps keep us organized and allows for some strategic AB testing all along the way.

More on that later.

Pick or Create Long Forms of Content

Most clients we work with start with no demand.

So the first step in demand generation is to lead with value in the top of funnel.

We use ebooks, whitepapers, and guides to pique interest and generate interest.

By creating 1 piece of long-form content we can use it for a whole quarter.

The kinds of ad creatives we use can allow us to keep ads fresh while sharing this piece of long-form content in different forms.

Predict & Execute on AB Tests

The only way to improve campaigns is to test them.

This should come with no surprise, but you can never truly know what’s working and what isn’t without optimized AB Tests.

Inside of our campaign planner, we test at the campaign, ad, and landing page level on a bi-weekly basis.

This means that we can effectively run 18 AB tests every quarter and improve our campaigns fast!

I am willing to bet that's at least 12 more than you ran all last quarter.

Pick Ad Placements & Create Ads

From our campaign planning process, we can pick mediums that will favor our long-form piece of content and ads.

It’s important to pick the channels before creating the media so that we can cater the ads to the expected format on the social media channels.

All too often, I see the creative design teams of our clients create the images before we have confirmed how we want the ads to be present on the channels we choose.

Once picked, we can create batches of ads that test creative and messaging.

Create Optimized Paid Media Campaigns

Most often, we create ads for our clients on channels like LinkedIn & Meta Ads.

In general, we recommend smaller and more refined audiences that way the message and creative we place in front of the audience can resonate more with them.

We also recommend small batches of creative launched every two weeks so that AB testing can be maxed out - while ads stay fresh.

Install Tracking Codes on Ad Platforms

You can’t be optimized without data.

It’s crucial to set up conversion tracking & analytics early and often.

We have created a guide on how to set up your marketing pixels.
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Why You Should Work With Us

• You’re not paying for the campaign setup, you are paying for a trusted marketing partner.
• We act as an extension of your team.
• We not only do campaign planning with you, but we also execute and refine our efforts on your behalf.
• We win when you win.
• You’re not just paying for an order taker - we are actively involved in your success and want to see you win.