Final answer:
To best utilize the client's willingness to accept a 10 percent increase in CPA and also leverage the high conversions from the news site, one should optimize for conversions and narrow targeting on that particular news site, ensuring targeted growth while monitoring the CPA closely.
Step-by-step explanation:
If your client is seeing good traction with their financial advising app and is open to an increase of up to 10 percent in their Cost Per Acquisition (CPA), and you have identified a particular news site as a major source of conversions, there are strategic steps that can be taken to capitalize on this success. Given that the optimization goal is to acquire more customers within the allowable increase in CPA, the recommended strategy would be option (b): Optimize for conversions and narrow targeting on the news site. To implement this, you could:
- Adjust the targeting settings to focus more on the news site that has proven to give high-quality leads. This may involve increasing bids for placements on this site or using contextual targeting to appear on relevant sections of the site.
- Optimize the campaign for conversions to ensure that the algorithm focuses on driving more actions that result in new app installs, rather than just increasing visibility.
- Monitor the CPA closely after these changes to ensure that the increase does not exceed the 10 percent threshold set by the client.
- Assuming the news site allows for it, consider utilizing targeted remarketing campaigns to re-engage potential customers who have interacted with the client's app but haven't converted yet.
These strategic changes will likely yield a better ROI while adhering to the client's allowable increase in acquisition costs. It is important to measure and adjust the strategy based on performance data continuously.