The Paid Media Decision Tree

Paid media is constantly evolving and with that, real time fluctuations occur, sometimes more often than we’d like. While there are some rules to follow that apply across a handful of industries like 3-5 ads within any ad set, no more than 20 kwyrods per ad group, etc. many other aspects of performance vary by brand.

When performance isn’t going as planned we go back to our decision tree to determine the likely root cause of the performance decline (as it relates to tactics within our control).

In this example you will see the main KPI (first question) is all about ROAS. Kick off your tree on whatever the overall objective is you are going after for your business. It could be leads, traffic, engagement, impressions, etc.