Campaign Changes vs True Optimisations: The Science of Performance Analysis

When running digital campaigns, understanding the difference between optimisations and campaign changes is crucial to achieving meaningful results. An optimisation isn’t just any tweak you make—it’s a deliberate action aimed at improving performance based on trends and patterns uncovered through platform reporting data. Let’s dig deeper into this distinction and why it matters.

What True Optimisation Is—And Isn’t

I don't classify things such as updating the creatives or adding a PMP as an optimisation. These are simply campaign changes, more akin to what I call a 'hit and hope' or 'spray and pray' approach—an unfocused tactic that relies on chance rather than strategy. While these changes can improve campaign results, I’ve found that the most consistent and impactful improvements come from optimisation driven by statistically significant data.

Without analysing performance data or trends, these changes often fail to address the core issues affecting campaign success. Throwing ideas out without a clear strategy or data to back them up often results in wasted budgets and missed opportunities for meaningful improvements. This method often results in wasted budget and missed opportunities to refine and enhance campaign performance through informed decisions. This approach often lacks focus and fails to deliver consistent results. True optimisation, on the other hand, involves data-driven adjustments that align with the campaign’s goals, ensuring a more strategic and impactful path to success.

Over the years, clients have often asked me why their campaigns aren’t performing as expected. My first piece of advice? Taper your expectations. The initial performance of any campaign serves as your benchmark. It’s the starting point, not the endgame. From there, your task is to build demand and grow the results.

The Two Questions I Always Ask

Whenever I’m troubleshooting campaign performance, I start with two key questions:

1. What’s the targeting?

   More often than not, the targeting is overly niche, based on assumptions about the desired audience rather than actual data. Without insights to back up those assumptions, how can you be sure you’re reaching the right people? A better approach is to start broad and narrow down through testing. Let the data guide you.
   

2. What optimisations have you made?

   Too frequently, the answer is “none.” This is what I call the Spray and Pray approach. It often involves making random campaign changes, such as swapping out creative or turning off underperforming ads, without a clear strategy.

   
   

The Role of Data in Optimisation

True optimisations are based on trends identified through data analysis. Modern, robust demand-side platforms (DSPs) offer a wealth of data—but it’s up to you to use it effectively. For example, if conversions aren’t coming in yet, focus on optimising towards engagement. This creates a foundation for future success.

Key to successful optimisation is ensuring that you’re working with sufficient data points. Statistically significant data is the cornerstone of any meaningful adjustment. Without it, you’re just guessing.

Tools and Techniques for Smarter Optimisation

There are countless techniques to optimise campaigns efficiently. These include adjusting bid strategies, refining audience segments, and analysing placement performance. I’m always happy to discuss these in detail. Whether you want me to handle the optimisations or teach your team how to do it, I can help. While these techniques aren’t necessarily complicated, they can be time-consuming.

That’s where new tools and AI come into play. In today’s landscape, AI can handle much of the heavy lifting, processing data at a scale and speed that’s impossible for humans. But, as Agent M so aptly put it in Skyfall:

“Sometimes a trigger has to be pulled.”

AI platforms can provide the analysis, but it’s human instinct that ultimately makes the call. Optimisation is a balance of data-driven insights and gut feeling—a combination AI can’t yet fully replicate.

Exciting Innovations on the Horizon

Stay tuned for more updates about my upcoming partnership with a tech platform that promises to revolutionise campaign optimisation. This tool will enable rapid, meaningful adjustments at the click of a button, making it easier than ever to achieve outstanding results.

Until then, remember: optimisation isn’t just about making changes; it’s about making the right changes. Let the data lead, but don’t underestimate the power of human instinct.

Reach out to AdtechBro to improve your campaign performance and learn the most effective techniques for maximising results.