Tactics 1 and 2
1. Test
I wanted to cite this as tactic No. 1 because it should be at the forefront of any advice or recommendation that I outline. While there are "best practices," we've concluded through experience and testing that things are always changing and each case is unique. You have to establish appropriate rules for testing to give everything a fair shake. But once you've done that, establish a hypothesis and go.
Rule nothing out. You will be amazed at what is successful. But beware: Don't let any finding become your secret sauce that you turn to for everything. Every campaign, client, product, placement, and timing causes your targets to react differently -- so be on your toes every time.
2. Change your units
In the first few days or weeks (depending on volume), you should be able to tell which units are performing. However, be sure to review this on a placement level because different sites cause users to navigate and scan differently. Deduce which are your stars and which are your dogs to make quick, ruthless changes. Go with the winners, and you'll immediately experience a lift in click-throughs for the campaign. Note that if one unit is consistently underperforming, you should objectively review the creative to see if there might be a different issue in play.
