Optimising
What is optimization?
Optimization should be an ongoing activity for all digital marketers. In fact, performance can almost always be improved.
This must be done methodically. This means that statistics are checked regularly and at reasonable intervals. For example, it's a good idea to test the performance of your AdWords ad groups on the same day each week.
However, in the Online Advertising Guide, we don't recommend gambling for success. If something consistently has better stats, trying to optimize can have the opposite effect. If you really need to improve something, consider A/B testing. This way you can test your improvements instead of breaking the main campaign.
Remark. The change itself is not an optimization, just a refinement! A change in online advertising often leads to negative results, even if the change is objectively good.
Technical information
Many platforms automatically optimize content. From Facebook that automatically shows messages from people they care about, to networks that run ads to get more clicks, it's all too common.
However, this generally doesn't mean that digital marketers shouldn't do their own optimization as well. Working with built-in optimizers often just means working slowly. In AdWords, for example, a week between changes gives Google's algorithms a chance to catch up.
On other platforms, it can be just as easy to see what works and what doesn't on all AI platforms and act accordingly. This could mean creating new ads, changing your budget, or just going out of business.
Best advice
Every digital marketing needs a spreadsheet these days. You need to keep track of statistics all the time. This allows you to effectively monitor the effects of your changes.
Typically, you'll populate this table with data uploaded directly from your ad platform. However, maintaining a spreadsheet requires you to update information manually and creates a regular opportunity to monitor progress.
If you have your own spreadsheet, you also have the option to create your own audit trail for clients/managers etc.
Meanings of Optimising
(originally intransitive) To act optimistically or as an optimist.
Make (something) optimal.
To make (something) more efficient, such as a computer program.
Become optimal.
