Process-Driven Campaign Management
Having set-up a campaign which adheres to all of the principles outlined in the campaign set-up section, the next challenge
is to manage the campaign within the agreed CPA, whilst maximising the volume of acquisitions.
As mentioned earlier, this is where our deep understanding of the campaign metrics, how they relate to each other and how they can be positively affected pays dividends.
When analysing the performance of a campaign it is often evident which metrics need to be targeted for improvement; however, taking the appropriate action to positively affect these metrics is the key to proficient and profitable campaign management.
The campaign’s target CPA is a symptom of the performance of numerous metrics; however, it is important to note that we cannot directly affect all of these metrics through campaign management; in fact, you can only directly affect 4:
For each of these metrics we use a variety of processes to influence their performance.
