Ongoing Ad Optimization

Ongoing Ad Optimization

What it is: Ongoing Ad Optimization is the practice of continuously fine-tuning your ad campaigns to improve performance over time. It involves A/B testing creative, refining targeting, adjusting bids, monitoring key performance metrics, and reacting quickly to platform or audience changes.

Why it matters for ecommerce merchants: Paid media isn’t set-it-and-forget-it. Optimization is how good campaigns become great ones. Brands that actively optimize see up to 60% better performance than those that don’t, according to a study by Nielsen. In ecommerce, that translates into higher ROAS, lower CPA, and more efficient spend.

Challenges:

• Testing and iterating fast enough to outpace competition
• Deciding which variables (creative, copy, targeting) to optimize first
• Interpreting performance data across fragmented channels
• Avoiding fatigue from over-testing small variations