Digital Ad Optimization

Framework

IRON LAW: Optimize for the Business Metric, Not the Ad Metric

High CTR with low conversion = wasted clicks (attracting curiosity, not buyers).
Low CPC with no sales = cheap traffic that doesn't convert.

The only metrics that matter: CPA (Cost Per Acquisition), ROAS (Return On Ad Spend),
and ultimately: profit per ad dollar. Optimize the funnel, not the ad.

Platform Comparison

Platform	Best For	Audience	Avg CPC (Taiwan)	Targeting Strength
Google Search	High-intent queries, direct response	Active searchers	NT$5-30	Keyword intent (strongest)
Google Display	Awareness, retargeting, broad reach	Passive browsing	NT$1-5	Contextual, audience
Meta (FB/IG)	Social discovery, visual products, lookalike	Social users	NT$3-15	Interest, behavior, lookalike
LINE LAP	Taiwan-specific, broad reach	LINE users (95% Taiwan)	NT$3-20	Demographics, interests
YouTube	Video branding, consideration	Video viewers	NT$1-5 (CPV)	Intent, affinity, in-market
TikTok	Gen Z, viral products, short-form video	Young demographic	NT$2-10	Interest, behavior

Bidding Strategies

Strategy	How It Works	When to Use
Manual CPC	You set max CPC	Learning phase, small budgets, full control
Target CPA	Algorithm optimizes for target cost per acquisition	30+ conversions/month, known CPA target
Target ROAS	Algorithm optimizes for target return on ad spend	E-commerce, known revenue per conversion
Maximize Conversions	Spend full budget to get max conversions	Growth phase, less concerned about CPA
Maximize Clicks	Most clicks for budget	Traffic campaigns, awareness

Optimization Workflow

Phase 1: Audit Current Performance

• CPA by campaign, ad group, keyword/audience
• Quality Score (Google) or Relevance Score (Meta)
• Conversion rate by landing page
• Wasted spend: search terms with clicks but no conversions

Phase 2: Quick Wins (Week 1-2)

• Add negative keywords (Google Search)
• Pause underperforming ad groups/audiences
• Reduce bids on high-CPA keywords
• Fix landing page mismatches (ad promise ≠ landing page content)

Phase 3: Structural Improvements (Week 3-4)

• Audience segmentation: separate cold, warm, hot audiences
• Creative refresh: new ad copy/images (fatigue sets in after 2-4 weeks)
• Landing page optimization: speed, mobile, clear CTA

Phase 4: Scaling (Month 2+)

• Increase budget on winning campaigns (incrementally, +20%/week)
• Expand to new audiences (lookalikes, new interests)
• Test new platforms
• Build retargeting funnel: awareness → consideration → conversion

Creative Testing (A/B)

Element	What to Test	Minimum Sample
Headline	Benefit vs feature, question vs statement	1,000 impressions each
Image/Video	Product shot vs lifestyle, static vs video	1,000 impressions each
CTA	"Shop Now" vs "Learn More" vs "Get Offer"	500 clicks each
Offer	Free shipping vs % discount vs gift	100 conversions each

Output Format

# Ad Optimization Report: {Campaign/Account}

## Performance Summary
| Metric | Current | Target | Status |
|--------|---------|--------|--------|
| Spend | NT${X}/month | — | — |
| CPA | NT${X} | NT${X} | 🟢/🟡/🔴 |
| ROAS | {X}x | {X}x | 🟢/🟡/🔴 |
| CVR | {%} | {%} | 🟢/🟡/🔴 |

## Top Performing
| Campaign/Ad | CPA | ROAS | Action |
|------------|-----|------|--------|
| {name} | NT${X} | {X}x | Scale +20% |

## Underperforming
| Campaign/Ad | CPA | Issue | Action |
|------------|-----|-------|--------|
| {name} | NT${X} | {diagnosis} | Pause/Optimize/Restructure |

## Optimization Plan
| Priority | Action | Expected Impact | Timeline |
|----------|--------|----------------|----------|
| 1 | {action} | CPA -{X%} | {weeks} |

Gotchas

• Learning phase needs patience: Google/Meta algorithms need 50+ conversions per week per ad group to optimize. Restructuring too frequently resets learning.
• Attribution isn't perfect: Google takes credit for Google, Meta takes credit for Meta. Use UTM parameters and a neutral analytics tool (GA4) for cross-platform attribution.
• Creative fatigue is real: Even winning ads degrade over 2-4 weeks as the same audience sees them repeatedly. Refresh creatives regularly.
• Taiwan ad market specifics: LINE LAP reaches demographics that Facebook is losing (older users). Google is dominant for search intent. Mix platforms based on your audience.
• iOS privacy (ATT): Since iOS 14.5, Meta tracking is limited. Expect less accurate reporting for iOS users. Use conversion API and model-based attribution.

References

• For Google Ads account structure best practices, see references/google-ads-structure.md
• For Meta Ads creative guidelines, see references/meta-creative.md