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KPIs

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Tracking each channel

  • Search: impressions, clicks

  • Display: impressions, clicks

  • Social: engagement rate, LPV, impressions, clicks ​

Optimization Goals

  • Leverage Smart Bidding to lower CPC

  • Increase clicks and engagement rate for good media spend

  • Optimize for Landing Page Views

Social and Display channels like Pinterest and CBC can cap at 3x to prevent ad fatigue

Apply frequency caps 

Calculate performance and spend

Budget: $20,000 Objective: Attain 2,500,000 impressions for Michaels display ads in the campaign period.

Budget: $50,000 Objective: Attain 10,000 clicks for Michaels social media ads in the campaign period.

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Facebook Business – Help Center Web Page
Facebook Business. (n.d.). Help center: Ads & support. Retrieved December 9, 2025, from https://www.facebook.com/business/help/1263626780415224?id=802745156580214

Pinterest – Help Center Web Page
Pinterest. (n.d.). Pinterest product specs. Retrieved December 9, 2025, from https://help.pinterest.com/en/business/article/pinterest-product-specs

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