Profiting campaign with low CTR - need advice (7)
Hi guys, so I've managed to make my first profiting campaign! I let a campaign run over night, checked this morning and ended up spending around $5 and made $8.40 revenue => $3.40 profit! woohoo! So that's exciting since I'm only on day 3, but I read in the guide some conflicting information with regard to my specific campaign.
My profiting campaign has the following stats as of this moment:
Clicks = 48
CTR = 0.07%
Imps. = 64,134
eCPC = $0.134
eCPM =$0.100
Cost = $6.41
It has generated 3 leads => $8.40 revenue
So now my profits have dropped from $3.40 (this morning) to $1.99 (right now), in other words, I've spent an additional $1.40 since this morning, making my profits decrease.
As you can see, the CTR is < 0.1%, yet I am still profiting by a few dollars. Basically I don't know whether or not to pause this campaign, I can't tell if I just got lucky that I am profiting, since the CTR is so low. I am torn between letting it run and risking it going negative, or stopping it while I am ahead (still profiting)!
What are some KPIs you look for to decide whether or not to stop a campaign in a scenario like this? I've read the caurmen's tips on this from the guide, but my campaign according to the guide shouldn't even be profitable! The guide says that 5,000 impressions or more with a CTR < 0.1% is a bad campaign! Yet, I AM profiting... 
I know that the guide is just that, a guide, not a magic solution that fits every scenario, I understand that.
I just haven't been doing this long enough to make an informed decision, any advice about this campaign in specific or just in general would be awesome!
Do not pause a profitable campaign.
48 clicks doesn't give you much data to work with. Scale the campaign up and see if it remains profitable. Are you split testing landers? Improving them may push you're ROI higher as well. While doing that, make new campaigns based on this one that works and split test more.
Low CTR and high CVR is a good situation to be in cf. high CTR and shitty CVR. It means your offer/landers/angle work and you can focus more closely on improving the ads.
Congrats for your first conversions! BTW I suggest to focus less on the profit or losses at first, and think more on testing new creatives / LP / studying the traffic source / etc
@zeno, ok I'm keeping it going, and yes I am in the process of creating more LPs for split testing, because my LP CTR is only 25%, so I want more than every 4th person to click though, going to spruce it up and aim for more along the lines of 50%, which should double my ROI
@dario, thanks! good point, definitely agree, will do!
First of all dont pause that campaign. From your other thread I assume its your exoclick campaign. If you're running a RON campaign then keep an eye on the placements that are getting most impressions (& clicks) then slowly start putting those into their own dedicated campaigns. If you're already running on selected placements then I'd suggest improving your banners to get a better CTR & working on your LPs to get maximum clicks to reach your offer.
pretty much exactly what zeno said.
although there isnt much data to play with at the moment, it is a good sign. you seem to have a good angle running. banner CTR's is much easier to bring up opposed to CR's
when you start testing more placemets/landers/banners it will become a lot more apparent that you will start needing a mega ton of data to be able to make good decisions based on that data
I always go by the rule, focus foremost on profit, not CTR.
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