Routines for optimizing campaigns in traffic management » Portal Insights

We live in the “golden age” of traffic management in Brazil. With practically all companies that sell online investing in ads on social media and Google, we see a huge movement in terms of new professionals, courses and influencers.

And that's great. If there are influencers, there are people wanting to learn and with that this “new profession” becomes increasingly stronger.

However, you need to be careful.

Following some of the biggest influencers today, we noticed that they all focus on how to raise campaigns, but none on how to optimize campaigns.

Below we list some optimization actions that, if you currently manage an ad account, you need to be aware of.

Obviously we are not going to list them all (because this will depend a lot on the context and needs of each company) but rather those that are essential to guarantee the growth of ROAS (return on investment in media).

For teaching purposes, we will organize the tips into daily, weekly and monthly routines. We will also leave it in question format as we believe that this makes it clearer what needs to be analyzed.

Tip: To complement this article, we recommend reading “See what to do when your ads stop working”.

1. Daily routines

• Are all campaigns and creatives active?
• Has the daily budget been spent in the last 24 hours?
• Is there a discrepant drop in CPA (Cost Per Action) that needs to be analyzed carefully?

2. Weekly routines

• Which audiences can improve the performance of this campaign?
• Which audiences can be paused because of inferior results?
• Which creatives can improve the performance of this campaign?
• Which creatives can be paused because of inferior results?
• Are there new campaign optimizations (e.g. testing another custom conversion, or focusing on Clicks rather than Page Views) that can be tested?
• Are the ROAS (Return on Media Investment) of active campaigns making financial sense for the client?

3. Monthly routines

• Analyzing the ROI (Return on Investment) and CPV (Cost Per Sale) does it make sense to keep this campaign running?
• Based on the learnings from the last 30 days, what campaigns can I create to try to improve the project's ROI?
• How much more can I invest to enhance client results without taking risks?

Final considerations

A good traffic manager must have these answers on the tip of their tongue, because they are what will guide optimization actions or, at the very least, provide clarity about the performance of your campaigns from the perspective of real results.

See other articles about ads here on Portal Insights.