Digital Ad Optimization

Framework

IRON LAW: Optimize for the Business Metric, Not the Ad Metric

High CTR with low conversion = wasted clicks (attracting curiosity, not buyers).
Low CPC with no sales = cheap traffic that doesn't convert.

The only metrics that matter: CPA (Cost Per Acquisition), ROAS (Return On Ad Spend),
and ultimately: profit per ad dollar. Optimize the funnel, not the ad.

Platform Comparison

| Platform | Best For | Audience | Avg CPC (Taiwan) | Targeting Strength | |----------|---------|---------|-----------------|-------------------| | Google Search | High-intent queries, direct response | Active searchers | NT$5-30 | Keyword intent (strongest) | | Google Display | Awareness, retargeting, broad reach | Passive browsing | NT$1-5 | Contextual, audience | | Meta (FB/IG) | Social discovery, visual products, lookalike | Social users | NT$3-15 | Interest, behavior, lookalike | | LINE LAP | Taiwan-specific, broad reach | LINE users (95% Taiwan) | NT$3-20 | Demographics, interests | | YouTube | Video branding, consideration | Video viewers | NT$1-5 (CPV) | Intent, affinity, in-market | | TikTok | Gen Z, viral products, short-form video | Young demographic | NT$2-10 | Interest, behavior |

Bidding Strategies

| Strategy | How It Works | When to Use | |----------|-------------|------------| | Manual CPC | You set max CPC | Learning phase, small budgets, full control | | Target CPA | Algorithm optimizes for target cost per acquisition | 30+ conversions/month, known CPA target | | Target ROAS | Algorithm optimizes for target return on ad spend | E-commerce, known revenue per conversion | | Maximize Conversions | Spend full budget to get max conversions | Growth phase, less concerned about CPA | | Maximize Clicks | Most clicks for budget | Traffic campaigns, awareness |

Optimization Workflow

Phase 1: Audit Current Performance

• CPA by campaign, ad group, keyword/audience
• Quality Score (Google) or Relevance Score (Meta)
• Conversion rate by landing page
• Wasted spend: search terms with clicks but no conversions

Phase 2: Quick Wins (Week 1-2)

• Add negative keywords (Google Search)
• Pause underperforming ad groups/audiences
• Reduce bids on high-CPA keywords
• Fix landing page mismatches (ad promise ≠ landing page content)

Phase 3: Structural Improvements (Week 3-4)

• Audience segmentation: separate cold, warm, hot audiences
• Creative refresh: new ad copy/images (fatigue sets in after 2-4 weeks)
• Landing page optimization: speed, mobile, clear CTA

Phase 4: Scaling (Month 2+)

• Increase budget on winning campaigns (incrementally, +20%/week)
• Expand to new audiences (lookalikes, new interests)
• Test new platforms
• Build retargeting funnel: awareness → consideration → conversion

Creative Testing (A/B)

| Element | What to Test | Minimum Sample | |---------|-------------|---------------| | Headline | Benefit vs feature, question vs statement | 1,000 impressions each | | Image/Video | Product shot vs lifestyle, static vs video | 1,000 impressions each | | CTA | "Shop Now" vs "Learn More" vs "Get Offer" | 500 clicks each | | Offer | Free shipping vs % discount vs gift | 100 conversions each |

Output Format

markdown
# Ad Optimization Report: {Campaign/Account}

## Performance Summary
| Metric | Current | Target | Status |
|--------|---------|--------|--------|
| Spend | NT${X}/month | — | — |
| CPA | NT${X} | NT${X} | 🟢/🟡/🔴 |
| ROAS | {X}x | {X}x | 🟢/🟡/🔴 |
| CVR | {%} | {%} | 🟢/🟡/🔴 |

## Top Performing
| Campaign/Ad | CPA | ROAS | Action |
|------------|-----|------|--------|
| {name} | NT${X} | {X}x | Scale +20% |

## Underperforming
| Campaign/Ad | CPA | Issue | Action |
|------------|-----|-------|--------|
| {name} | NT${X} | {diagnosis} | Pause/Optimize/Restructure |

## Optimization Plan
| Priority | Action | Expected Impact | Timeline |
|----------|--------|----------------|----------|
| 1 | {action} | CPA -{X%} | {weeks} |

Gotchas

• Learning phase needs patience: Google/Meta algorithms need 50+ conversions per week per ad group to optimize. Restructuring too frequently resets learning.
• Attribution isn't perfect: Google takes credit for Google, Meta takes credit for Meta. Use UTM parameters and a neutral analytics tool (GA4) for cross-platform attribution.
• Creative fatigue is real: Even winning ads degrade over 2-4 weeks as the same audience sees them repeatedly. Refresh creatives regularly.
• Taiwan ad market specifics: LINE LAP reaches demographics that Facebook is losing (older users). Google is dominant for search intent. Mix platforms based on your audience.
• iOS privacy (ATT): Since iOS 14.5, Meta tracking is limited. Expect less accurate reporting for iOS users. Use conversion API and model-based attribution.

References

• For Google Ads account structure best practices, see references/google-ads-structure.md
• For Meta Ads creative guidelines, see references/meta-creative.md