Reviving a campaign? (8)

Hi,

I after spending thousands testing offers I now know without doubt that the offer is the most important thing in the campaign. What I'm not too sure is the "life cycle" of a campaign. How do I know the campaign is totally dead or I'm just being outbid?

- the offer still converts consistently
- the lander epc is still quite ok at $0.3 epc

What would you do?

The offer is carrier specific so not possible to scale to other geos. Is is possible to come up with new angles to increase the ROI? $0.3 epc is the highest for me so far and I'm not sure if I can top that. Traffic prices are mostly level on all traffic sources for that geo and that specific carrier.

I'm tempted to just scrap this offer and find other offers that convert better, but I think it's a good offer and I have a feeling I can revive it with better angles. Not sure what to do though..

As long as you're making money, keep on scaling the campaign and making as much revenues as you can. its always good to have a secondary campaign in place (for the same offer) where you test new landers, banners, etc. to see if you can improving your current epc and ROI

Originally Posted by cbrughmans

As long as you're making money, keep on scaling the campaign and making as much revenues as you can. its always good to have a secondary campaign in place (for the same offer) where you test new landers, banners, etc. to see if you can improving your current epc and ROI

Go with your gut. Keep finding new angles. Remember, once you have an angle you can always plug another offer into it for testing, so you're never wasting time.

I would trying porting it to another source with my winning lander and see how it fairs

You need to identify what is actually happening. Is the offer dying? Is the angle burned out? Is the GEO/Carrier too competitive?

Let's take it one by one.

1. Offer is dying - even the best offer will die one day. It can be a fast death especially with carrier billing offers, all it takes is one new regulation - ask your AM if there has been any change to the flow. Or it can be a slow death that is usually coming slowly as the offers get's saturated - look at you data over a long period of time, if the offer is getting saturated, it will be a slow but steady decline in EPC. This slow decline can also be caused by the angle tho ...

2. The angle is burned out - these days with, with so many spytools out there, sometimes an angle can die pretty fast if too many people copy it and start to use it heavily. Usually it's a slow death too, so you would see a slow decline in the EPC or CVR. Many times you can extend the durability of the angle by making changes to the LP - change colors drastically, change pictures etc ... so even tho the original LP is served to everyone, you can still use the same angle as it won't be recognizable at the first sight.

3. Too competitive : when the word gets out and too many affiliates get attracted to a GEO, it becomes crowded and the bids become too high. At this stage there is nothing you can do, the traffic is simply too expensive now, because too many people compete for it, many of them running at a loss.

The tough part is to determine which of these 3 options happened in your case.1 and 2 can be solved by new angles and the right bid. Number 3 means you got to pause for a while and wait for the craze to pass.

There is also number 4. you lost the sweet spot position, so you're not getting the most converting traffic anymore. It doesn't have to be the 1st impression a surfer sees, many times I see better results when Im 2nd or 3rd in the chain. This is a pretty frequent reason for a campaign to still show decent results but not getting positive ROI all of a sudden. The solution is to move bids in up or down, until you start getting better EPC.

Originally Posted by matuloo

You need to identify what is actually happening. Is the offer dying? Is the angle burned out? Is the GEO/Carrier too competitive?

Let's take it one by one.

1. Offer is dying - even the best offer will die one day. It can be a fast death especially with carrier billing offers, all it takes is one new regulation - ask your AM if there has been any change to the flow. Or it can be a slow death that is usually coming slowly as the offers get's saturated - look at you data over a long period of time, if the offer is getting saturated, it will be a slow but steady decline in EPC. This slow decline can also be caused by the angle tho ...

2. The angle is burned out - these days with, with so many spytools out there, sometimes an angle can die pretty fast if too many people copy it and start to use it heavily. Usually it's a slow death too, so you would see a slow decline in the EPC or CVR. Many times you can extend the durability of the angle by making changes to the LP - change colors drastically, change pictures etc ... so even tho the original LP is served to everyone, you can still use the same angle as it won't be recognizable at the first sight.

3. Too competitive : when the word gets out and too many affiliates get attracted to a GEO, it becomes crowded and the bids become too high. At this stage there is nothing you can do, the traffic is simply too expensive now, because too many people compete for it, many of them running at a loss.

The tough part is to determine which of these 3 options happened in your case.1 and 2 can be solved by new angles and the right bid. Number 3 means you got to pause for a while and wait for the craze to pass.

There is also number 4. you lost the sweet spot position, so you're not getting the most converting traffic anymore. It doesn't have to be the 1st impression a surfer sees, many times I see better results when Im 2nd or 3rd in the chain. This is a pretty frequent reason for a campaign to still show decent results but not getting positive ROI all of a sudden. The solution is to move bids in up or down, until you start getting better EPC.

Originally Posted by krass420

Thanks for this. The situation is exactly as you said in number 3 and 4. Nothing wrong with the offer, angle, or lander. The geo is overcrowded. Will translate the landers and try in other geos.