I'd like to know how much data you guys typically like to collect before cutting things like landers, offers, carriers, OS etc?
I've been going off of 3 days of data to make decisions. Sometimes I think I'm making decisions too soon, especially in a lower volume Geo where a slow day may only bring a few conversions. Also if I'm testing 5 offers and 3 Landers it seems like you need quite a bid of data before seeing a solid pattern considering some offers may convert well for one Lander and not so well on another.
The reason I created this thread is because I had a higher volume day yesterday and 1 offer did particularly well with 1 specific Lander. I felt confident after looking at a few days worth of data that I could cut all other landers/offers. I thought I found a perfect combo but today I ran the same campaign with the offer/lander that did well the day before and the performance has been horrible -85%.
Yesterday the same lander/offer did over 100% ROI and had 6 conversions (I was testing a total of 4 landers and 2 offers). Over the course of the past 3 days that same lander/offer combo had been in profit and I hadn't even optimized anything else in my campaign.
Maybe today was just a bad day in my GEO, although usually Thursday does well for me.
How much data do you collect before feeling confident with your decisions?
Hi cpamarketing!
Are you running pop traffic? If you are on pops, most probable cause will be your traffic. There are lots of variables that can ruin your ROI. Unlike more stable sources like Facebook or Adwords, with POP traffic we have to deal with thousands of placements. Just one new placement shooting loads of bot traffic can ruin your ROI or maybe a good converting placement just left your network, this could also be a cause.
Another thing maybe some of your competitors outbid you, instead of number 1 position you suddenly went to number 3 or 4? Or maybe it can be the offer having technical problems. Or maybe the offer+lander combo wasn't really that strong. There are just some I can think of. That's why I love pop traffic, you always need to go on problem solving mode.