You hear it all the time. You have to optimize your campaign in order to improve results or increase your return on ad spend.
Well that sounds great, you definitely want to increase your return on ad spend and make more money. Who doesn't!?
But what exactly does it mean to 'optimize' my campaign? What tasks does the entail?
It simply means to make adjustments to your campaign to increase conversions, lower your cost per conversion which means you make more money while spending less on ads over time.