After assessing performance of a Search campaign, which optimization steps are appropriate?

• A. Assess which audience targeting is performing best and double down.
• B. Turn on automated bidding.
• C. Remove poorly performing creative and test out new creative.
• D. All of the above

Answer: (D)

When you review how a Search campaign is performing, you’ve got multiple levers to tune that can collectively lift results: the audiences you target, how you bid, and the ads themselves. If certain audience segments are delivering more value—lower CPA or higher conversion rate—it makes sense to allocate more budget or bid more aggressively to those top performers rather than spreading spend thinly. Turning on automated bidding can further optimize how bids are adjusted in real time to reach your goal, whether that’s more conversions or a lower CPA, especially once you’ve established a stable objective and have sufficient data. At the same time, creative performance matters a lot: underperforming creatives can drag results down, so removing or pausing them and testing new ad copy and assets gives you a chance to improve click-through and conversion rates.

Because each of these steps tackles a different element of performance—who you show ads to, how you bid, and what ads you show—their combination often provides the most comprehensive improvement. Just monitor metrics like conversions, CPA, ROAS, and CTR to ensure the changes are moving in the right direction.