Start with a measurable objective
Optimization is impossible without a definition of success. Decide whether the campaign is primarily focused on awareness, traffic, engagement or acquisition.
Build the campaign around the objective
The campaign's pricing model, targeting and budget should support the objective instead of being selected independently.
Test targeting
Avoid assuming that every available targeting restriction will improve performance. Test important dimensions and measure whether the additional restriction creates enough value to justify the smaller inventory pool.
Adjust bids deliberately
A higher bid can increase competitiveness, but bid increases should be connected to campaign economics. The objective is not simply to win more auctions; it is to win valuable opportunities at acceptable economics.
Scale what works
Once a campaign demonstrates a reliable performance pattern, additional budget can be allocated toward the strongest segments rather than distributed blindly.