Campaign Optimization & A/B Testing

This guide explains how to refine your campaigns after launch to improve results and maximize return on investment. You’ll also learn how to run A/B tests to compare variations and find the highest-performing combinations.

1. Why Optimization Matters

Optimization helps you make data-driven adjustments that improve performance, reduce wasted spend, and increase conversions.

Quick Tip: Check performance data early and often—especially in the first 48 hours of your campaign.

2. Key Optimization Areas

• Targeting: Refine audience segments based on performance reports.
• Creatives: Swap out low-performing ads with new versions.
• Placements: Focus spend on the highest-converting placements.
• Bidding: Adjust bids to remain competitive without overspending.

3. Setting Up A/B Tests

1. Identify one variable to test (e.g., creative design, headline, CTA, targeting).
2. Create two or more variations of the chosen element.
3. Split your budget evenly across the variations.
4. Run the test for a set period (at least 7 days for meaningful data).
5. Compare performance and keep the best-performing variation.

Quick Tip: Only test one major variable at a time to get clear results.

4. Metrics to Monitor

• CTR (Click-Through Rate): Indicates creative effectiveness.
• Conversion Rate: Shows how well the ad drives desired actions.
• eCPM (Effective Cost Per Mille): Measures revenue efficiency.
• ROAS (Return on Ad Spend): Evaluates overall profitability.

5. Continuous Improvement

• Review reports weekly to spot trends.
• Retire underperforming creatives and scale up winning ones.
• Adjust targeting to eliminate low-value impressions.

Quick Tip: Even high-performing campaigns can benefit from periodic tweaks to stay fresh.

6. Best Practices

• Keep detailed notes of changes made for tracking results.
• Allow enough time for meaningful data before making adjustments.
• Use seasonal trends and audience behavior data to inform updates.

7. Next Step

After optimizing your campaign, move on to Using CrownThrive Ecosystem Placements Effectively to ensure you’re getting the most out of all available ad inventory.