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How to Optimize Your Paid Media Campaigns for Better ROI

Marketing Insider Group

Pay close attention to metrics like click-through rate (CTR), cost per click (CPC), conversion rate, and return on ad spend (ROAS). Different platforms offer various bidding options, such as manual CPC, cost-per-acquisition (CPA), and automated bidding, which adapts in real time based on your campaign goals.

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Easy Ways To Make Your Google Ads Work Harder

Marketing Insider Group

Target CPA. Target ROAS. This strategy is an ideal choice for those who do not have a specific ROAS, CPA, or CPC in mind, but want to get as many conversions as possible. Here are the Smart Bidding strategies we recommend you pay attention to. Maximize conversions. Google Ads algorithms can take care of this as well.

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Google Ads to deprecate enhanced CPC for search and display ads

Martech

However, newer machine learning options like Maximize conversions (with optional target CPA) and Maximize conversion value (with optional target ROAS) offer more automated tools to improve performance. Google introduced enhanced CPC in 2010 as a Smart Bidding strategy to optimize bids based on conversion likelihood. First seen.

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How TikTok is transforming brand advertising

Martech

Advertisers using these features alongside in-feed ads see a 20% increase in conversions at a similar, if not lower, CPA. This resulted in a 700% ROAS and a 14-time increase in sign-ups for LES MILLS+. You can add calls to action that drive users to landing pages, prompt app downloads or boost organic reach.

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7 vanity metrics marketers should avoid, and 7 to replace them

Martech

Suggested replacement: Cost per acquisition (CPA) / return on ad spend (ROAS) Why they’re stronger: CPA tells you the average cost of acquiring a new customer through your advertising efforts, directly linking your ad spend to business outcomes. It’s a measure of reach, not engagement or impact. Email: See terms.

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Google Ads rolls out AI Max search match type

Martech

That data includes critical metrics like ROAS, CPA, CPC, and revenue. Users with AI Max-enabled campaigns can now segment their Keywords tab by “Search terms match type” to view performance specifically attributed to AI Max.

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3 reasons your paid social ads aren’t converting (and how to fix them)

Martech

Dig deeper: How to balance ROAS, brand safety and suitability in social media advertising Issue 2: Youre targeting the wrong people Your ad is live, but the results dont make sense. Your ROAS or CPA is within goal. Pro tip: Open your lowest-performing ad and watch the first few seconds. Your frequency is under 3.