What does it mean to optimize your campaigns?

To optimize your campaign means to make changes that will result in better results based upon tests and historical data. Costs don’t matter if people don’t convert; Lower cost per click/conversion doesn’t mean a campaign is optimized. For example, just because the cost per conversion decreased does not mean that it’s the right conversion. A lower cost conversion might be an Invidia who responded positively to the initial messaging but does not continue a free trial or cancels their subscription after one month for example.

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