This is a question I do not get asked enough. Far too often somebody tests a campaign and if the ROI doesn't line up they move on. Maybe the conversion rate isn't great, or the payout is too low, or there are other barriers so they shut it down and move on to the next one.
If this is you, I have a couple options to explore before you give up on a campaign:
1. Talk to your network rep about the campaign performance. I know this seems obvious, but not enough people do it. Find out how others are converting, and see if you are lining up. If you are not then there are ways to try and fix that, or there is a good chance your rep has some tips or ideas on ways to make your campaign better. There are so many variables that can affect campaign performance and it's hard to see that from the outside. I have personally helped a lot of people turn campaigns around that they would have walked away from. Don't be shy, and ask away!
2. Figure out what you would need to make it work. After you have done some testing, find out what EPC (per raw call) would make the campaign a success for you? It's no secret that networks can often secure a better rate for volume and quality, so don't look at the street rate and think it's the end-all as far as payout is concerned. This is always a conversation that's worth having, but make sure you bring real numbers to the table so the conversation has some substance. Maybe it's a shorter duration, a higher payout, a combination of multiple factors that all of a sudden makes this a killer campaign for you.
A lot of people come and go with testing, and I think a lot of opportunity gets missed because of lack of communication. If the network doesn't know why it didn't work out for you, they don't know what needs to be fixed or changed to make a campaign better. Sometimes the campaign just won't work and that's that, but you'd be surprised at what can be done to turn things around.
Hopefully this helps some of you turn around some campaigns from zero to hero. I have seen it happen tons of times, and it's usually the people who ask questions and stay in touch that make the most money!
- Jon