What action should be taken to optimize display campaigns before increasing budgets?

To optimize display campaigns before considering a budget increase, removing and replacing low-performing assets is a strategic action. This approach enables advertisers to enhance the overall performance of their campaigns by eliminating underperforming elements that may be diluting the effectiveness of the campaign. By identifying assets that do not yield desirable results—such as low click-through rates or poor engagement—advertisers can streamline their efforts and concentrate on what works best.

Once low-performing elements are removed, one can test new creatives or approaches that may resonate better with the target audience. This continuous improvement cycle can lead to better performance metrics, thus providing a stronger foundation to justify increased spending. It’s essential to optimize asset performance continuously, as it directly impacts the overall return on investment for advertising efforts.

In contrast, while actions like increasing bids on all assets or frequently changing ad formats may have some merit, they do not directly address the immediate need to boost campaign performance based on existing data. Focusing on high-performing assets alone may overlook opportunities to innovate or improve the entire campaign structure, potentially leaving weaker elements intact.