According to industry standards, which is easier to optimize during campaigns?

Optimizing line items during campaigns is generally regarded as easier due to the structured nature of how they operate within advertising platforms. Line items represent specific instructions for how and when ads are delivered, and they are designed to be flexible and adjustable. Advertisers can tweak elements like budgets, targeting criteria, creatives, and scheduling directly within line items to improve performance based on real-time data and analytics.

In contrast, bid factors often involve more complex calculations and strategies linked to auction dynamics and the overall bidding environment. Adjusting bid factors requires an understanding of how they influence the bidding process without necessarily being tied to specific deliverables or outcomes, making them less straightforward to manipulate compared to line items.

The ease of optimization for line items allows advertisers to make rapid adjustments in response to performance metrics, enabling a more immediate impact on campaign results. This hands-on ability to refine targeting and resource allocation contributes to more effective campaign management, making line items a more accessible option for optimizations during the course of a campaign.