Hey Guys,
Im scratching my head...
Buying a specific banner placement on a site, first week i run the placement ctr is pretty average 1.2-2%, i start optimizing on that....
Next week the ctr goes way up to 4.5-5% (ad ctr increased proportionally per ad) for almost an entire week and epv did pretty well.
This week, the ctr falls sharply for the same ads (half life of ads decreasing rapidly, but ive been rotating them out to see if i can get something different working as well)...
ie.
CTR for same impression counts on consecutive days fluctuates downwards rapidly
Screenshot
http://d.pr/i/OLta
example..
Wed - 1.69%
Thursday - 1.35%
Friday - 1.25%
Saturday - 1.06%
Is this kind of burnout normal for a media buy? For guys that do media buys, do u usually rotate ads daily?
That is quite a quick burnout for sure.
Any chance you can get some metrics on frequency?
This would be doable perhaps if using an ad server. You could also download IP logs from your tracker to look for clicker frequency but that's not really the problem.
I notice that the impression count went up quite a lot near the tail end (scaling?). If you half the impressions to what they were averaging earlier then the CTR has dropped to just higher than what it was before your CTR boom.
Is it possible the traffic source is sending bot traffic to inflate impressions? Or opening up frequency? Is there any obvious reason for the large increase in traffic that was not seen the same days but the week before?