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Digital Media Buy Optimization Steps
How do we optimize for conversion or user engagements?
Optimize for Registry CPA (cost per
acquisition) and by ad placement type
in defined time cycles after a pre-
defined benchmark period.
Optimize Ad Placements
Continually produce new creative
(visuals) and swap out Ads with
diminishing returns after a defined
benchmark period.
Refresh Creative Often
Place a greater media buy
optimization emphasis on retargeting
non-converting site visitors.
Retarget Site Visitors
Blacklist websites under performing
each month using an 80/20 process
elimination rule.
(20% representing the least desirable sites)
Leverage Blacklisting
1
2
3
4
Core
Optimization
Steps
Slide - 1
80/20 Rule Optimization Steps
How do we apply whitelisting & blacklisting to website optimization?
01
02 04
03 05
Sort and rank all source
domains by the amount of
campaign spending.
Separate the top domains
that represent 80% of your
spending. This will be a
surprisingly short list.
Re-sort these source domains
based on the desired campaign
KPI, such as CPA - and then
blacklist the bottom 20% from
the ad campaign.
Repeat this process
monthly.
Keep the other domains that only got
20% of the ad spend (this will be really
long list).
Many will get additional spending since
we just removed several domains that
were under performing and received a
significant amount of spending.
Slide - 2

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80-20 Media Optimization Process

  • 1. Digital Media Buy Optimization Steps How do we optimize for conversion or user engagements? Optimize for Registry CPA (cost per acquisition) and by ad placement type in defined time cycles after a pre- defined benchmark period. Optimize Ad Placements Continually produce new creative (visuals) and swap out Ads with diminishing returns after a defined benchmark period. Refresh Creative Often Place a greater media buy optimization emphasis on retargeting non-converting site visitors. Retarget Site Visitors Blacklist websites under performing each month using an 80/20 process elimination rule. (20% representing the least desirable sites) Leverage Blacklisting 1 2 3 4 Core Optimization Steps Slide - 1
  • 2. 80/20 Rule Optimization Steps How do we apply whitelisting & blacklisting to website optimization? 01 02 04 03 05 Sort and rank all source domains by the amount of campaign spending. Separate the top domains that represent 80% of your spending. This will be a surprisingly short list. Re-sort these source domains based on the desired campaign KPI, such as CPA - and then blacklist the bottom 20% from the ad campaign. Repeat this process monthly. Keep the other domains that only got 20% of the ad spend (this will be really long list). Many will get additional spending since we just removed several domains that were under performing and received a significant amount of spending. Slide - 2