Once your campaign starts, it's important to monitor the activity and make optimizations when necessary to increase campaign success. Remember that ads are displayed on an auction-based platform and compete against other advertisers with a similar target audience.
The key factors to look at when making optimizations are:
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Impressions
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Click through rate (CTR)
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Bids (cost per click or cost per thousand impressions)
Check out our best practices, which include suggestions about how to create effective ads and a successful advertising campaign.
Increase impressions
- Increase your bid - To be competitive against all other advertisers who also want to show their ads to the same target audience, we recommend bidding higher than our minimum bid. The suggested bid range represents an estimate of the current competing bids by other advertisers targeting the same audience.
By increasing your bid, your campaign will be more competitive against other campaigns targeted towards the same audience and will therefore receive more impressions and clicks. We can't guarantee a set number of impressions or clicks for your ad. However, you'll only be charged for the clicks and impressions received.
- Make sure your target audience is large enough - Although audience size varies per industry, we've found the most successful campaigns have a target and audience size of:
- 60,000-600,000 for text ads.
- Over 300,000 for Sponsored Content.
Important to know
Even if you bid high, the member count might be low enough that you'll experience a lack of impressions and ultimately clicks.
- Daily budget - Increasing your daily budget helps your campaign last throughout the day and be seen by a larger audience.
Optimize your ad's click through rate
Click through rate (CTR) is the number of clicks your ad gets, divided by the number of impressions served.
To optimize your ad's CTR:
- Create compelling ads. Always give the viewer a reason to click your ad by providing a strong call to action. Common calls to action include Learn More, Request Info, Contact Us, Sign up, or Download.
- Ads that perform best are those that grab the attention of the audience and encourage them to engage with the ad.
- For every campaign, we recommend running 2-4 ad variations at one time. An example of a variation is changing the image, title, or URL of the ad.
- Campaigns perform best when ad variations are competing against each other. Once you’ve identified the ad with the highest CTR, deactivate the lowest performing variation and replace it with a new variation.
- Turning off low-performing ad variations can increase CTR.
Learn more