"Sudden" Drop In Conversion Rate (with ExoClick) (6)
I've been promoting a product (my own) in the (sort of) male enhancement niche, with ExoClick.
Worked really well, but I am seeing relatively steep drops in conversion rate:
Week 0-3: 2%
Week 4-8: 1.3%
Week 9-now: 0.5%
Budget: 200-300$ per day
Running on RON in one adult category.
The CTR & CPC were relatively stable. That's why I kept the same one banner the whole time.
I tested other banners in week 7 or so, but they didn't have better results (I only spent 300$ on those new banners, maybe that was too early to make the call).
Because I am a stupid bitch sometimes, I didn't track {src_hostname} to see which site gets me good conversions. Its implemented now, but old data is lost.
What could be the reason for the declining conversion rate? Is it fluctiations in RON delivery? Since the CTR & CPC were very stable the whole time, I didn't bother to test new banners. Could that be it?
Any advice would be helpful!
Everything has a decay point, banners, landers and here in your case: offers... You can't help but get used to it. a 2-month campaign is pretty decent I do think. I might be wrong because I am a stupid bitch as well.
There can be many reasons I think,
- Banner/lander/offer is getting old, fewer unique clicks
- Increased competition with other lander/offers
One of the things you can do is find other networks who have bought flat deals with the domains you have conversions with, their traffic may be cheaper. Or find new virgin traffic.
The type of offer is very new/ unique, so I am pretty sure it's way too early for it wear off. I could be wrong, but pretty sure that isn't the problem.
The banner could be a thing, but if people were getting used to the banner, then why is the CTR so constant?
when running adult traffic, you need to rotate banners quite frequently, they die off quite quickly compared to other types of traffic,
you ran only 1 banner conststantly and had it convert nicely for 2 months, thats a win in my books. its just time to throw some more stuff in the mix. bring up your CR
don't worry about your CTR's. banner CTR's are one of the least important aspects you need to pay attention to.
whip up some new creatives, throw them in the mix, and you'll be back to being gravy in no time.
As AngryOldLady told you, banners in adult do tend to die pretty fast. Considering you ran with one banner only for so long, you can call yourself lucky. Definitely test new ones, you should always be testing some new banners actually so you have replacements handy once the need for them comes.
Not using the {src_hostname} wasnt very smart, thats true 
RON is full of low quality sites that you need to cut, just as there are golden nuggets in the mix that you need to target as heavily as possible. Without that token in action, you have no way of identifying them. Let me give you one friendly tip also : you should also track "zones", not just hostnames. Many big sites have several zones on the same page and in some cases some zones really take the whole site down a lot.
You should also watch your bids with exoclick closely, sometimes all it takes to loose performance is that someone bids more than you and pushes your banners down the chain a bit. Some verticals are more sensitive to this, some are less, but traffic quality always goes down with every extra impression done by the surfer.
Start with testing some new banners and report back
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