Customers who show interest in your ad campaign may be widespread throughout the network, however, not all of these customers have same value. Let’s say 1,000 users have clicked your ad in Website A and Website B and these clicks had same CPC. Let’s also say that Website A showed 50 conversions while Website B had only 10 conversions. If the goal of your ad campaign was Conversion, we can say Website A shows higher performance, based on the conversion rate. Therefore, we can decide to increase the CPC in Website A which shows higher performance in conversion, the campaign’s goal. By doing so your ad campaign will be more competitive and helpful in securing more traffic.
Optimize by Media Type
- Campaign performance may vary for each media type. If this is the case, try showing ads only in certain media category or increase CPC for that category.
- You can change CPC for each media type by going to the Campaign page and clicking on Change Max CPC Settings > Detailed Settings.
Optimize by Sites
You can have even more granular control over optimizing a campaign’s performance. By optimizing by sites, you can check each site’s performance and decide to increase CPC or exclude from showing ads depending on the site’s performance.
- Select a campaign in the Performance page and click Site criteria to see each site’s ad performance.
- In the Performance Details you can adjust each site’s CPC based on the number of conversions or conversion rate.