Question: How should you approach evaluating video action campaign performance to drive more conversions?
- You should compare your CPA to that of brand Search performance and allow one to three days to achieve desired CPA performance before making adjustments.
- You should compare your CPA to that of non-brand Search performance and allow one to three days to achieve desired CPA performance before making adjustments.
- You should compare your CPA to that of non-brand Search performance and allow three to seven days to achieve desired CPA performance before making adjustments.
- You should compare your CPA to that of brand Search performance and allow three to seven days to achieve desired CPA performance before making adjustments.
The correct answer is: You should compare your CPA to that of non-brand Search performance and allow three to seven days to achieve desired CPA performance before making adjustments.
Explanation: To drive more conversions in a video action campaign, compare your Cost Per Acquisition (CPA) with your non-brand Search CPA and give the campaign 3–7 days to stabilize before making changes.
Non-brand Search performance is a strong benchmark because it reflects users who are actively searching for products or services like yours, but without a specific brand in mind. By comparing your video campaign CPA to this metric, you can see how efficiently your video ads are converting compared to other digital marketing channels.
Waiting three to seven days allows enough time for data collection and machine learning optimization, ensuring your decisions are based on reliable performance data instead of premature results. This approach helps you make data-driven adjustments, improve conversion rates, lower CPA, and maximize ROI.