Facebook Ads vs. AdWords: How to Decide and Start Optimizing for ROI
ConversionXL
SEPTEMBER 15, 2016
It all depends on the targets you’re trying to achieve, which of course will be the foundation of your optimization process, because only after you’ve defined them will you be able to compare your campaign/ad group/keyword/ad to them and see if there’s a match.” (via If it’s broad, pause it and add it with a more restrictive match type.
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