I see a lot of posts about when to cut campaigns, angles, landers, etc. But I'm wondering if there are any guidelines as to when to cut an offer. I'm doing a direct-linked zip submit via media buys on sitescout, and I've come up with around 15 different angles. For each angle I've created a simple banner with just a headline and a call to action. I'm testing these out on tons of different websites. Currently, I'm getting a decent CTR but no zip submits. In theory I could keep testing this offer on more and more websites, but I'm concerned that I'll spend 10 grand and still have 0 conversions. At what point do you guys cut offers?
I don't think anyone would be able to give you any hard and fast rules regarding when to cut an offer.
For me, if I was at a stage where I'm considering cutting an offer, I'd ask myself 2 questions:
1)Could I do anything to significantly increase the conversion rate? For example, if most of the ad spend was wasted on a few bad placements, I could cut them to increase CR by a lot - in which case I might give the offer another try. Another example: did I half-ass the angle brainstorming / headlines / banners / landers or have I already tried my reasonable best?
2)Is the offer a one-time-only or an evergreen type of offer: Every offer will get pulled sooner or later. If it's an app like Lazy Swipe, where when it gets pulled I probably won't be able to use the same creatives and placements to promote another app, I would give up on the offer if I don't see at least some promise in my initial round of testing. However, if the offer is already the best-converting one in an evergreen niche/vertical such as adult dating or sweepstakes, I would stick with it for as long as I need to in order to test creatives until I crack the niche, because I know that once I do, the profits will be worth all that money I'm spending on optimization right now.
There are so many offers and verticals that can be made profitable, that there's really no reason to stick with one unless you're trying to crack one of those "evergreen" niches that will always have lots of offers to take its place if it ever gets pulled.
Hope that helps!
Amy
Not sure if it's what you're looking for, but there's some info here:
http://stmforum.com/forum/showthread...-Landing-Pages