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What is creative optimisation? Fundamentally, creative optimisation maximises the impact of marketing messages using intelligent algorithms. The optimisation process itself only comes into play after marketers have completed two key stages: employing dynamic creative to build multiple versions of an ad and tailoring these ad variants for different audience segments by leveraging a mixture of data points.

Once marketers have compiled their selections, auto-optimisation – an automatic process that requires no manual analysis or campaign updates – can help gauge the effectiveness of ad variants for each audience using clever algorithms. It measures against chosen campaign objectives to ensure ads that work best for certain audiences are served more frequently.