When should I change up these banners? (9)
So something I've been trying to pin down is when I should change up banners in my campaign. I don't want to fall victim to banner blindness and rising CPC, but I also don't want to kill off winning banners before they've run their course.
Below is an example of a campaign I'm currently running over the past 5 days:
Sat 12/01:
Spend: $92.22
Revenue: $128.00
Profit: $35.78
ROI: 39%
Sun 12/02:
Spend: $219.25
Revenue: $288.00
Profit: $68.75
ROI: 31%
Mon 12/03:
Spend: $160.12
Revenue: $240.00
Profit: $79.88
ROI: 50%
Tues 12/04:
Spend: $118.84
Revenue: $136
Profit: $17.16
ROI: 14%
Wed 12/05 (today so far):
Spend: $78.95
Revenue: $120
Profit: $41.05
ROI: 51%
I haven't changed anything in terms of banners. I've pretty much let everything just run from the first day since Sat.
On Tuesday when the campaign dipped down to it's lowest ROI, I almost decided to upload some new banners as I thought maybe banner blindness was kickin in. However I know the previous 3 days the ROI was good, and I thought maybe I was just having a bad day.
Also on Tuesday I did fall a little behind in the bidding order, but nothing crazy (maybe from 1st to 2nd, or from 2nd to 3rd etc), so I did raise bids again.
So fast forward to today so far and it seems like performance has kicked up again.
So my question is at what point are we killing off the banners in this campaign and uploading new ones?
Are you waiting for several consecutive days of poor performance? Or are you just uploading new banners just to upload new banners and keep things fresh? Maybe when CPC rises too much?
Thanks in advance.
I haven't run adult in a long time. But when I was, I would group banners in batches and rotate them every day or every second day to delay blindness. I would also "retest" banners that have once converted well but got phased out at one point, every once in a while, and sometimes I would see them perform well again for a bit.
As for when to phase out banners: I didn't really have a solid set of rules. Basically I tried to keep creating fresh creatives and adding them into rotation, and keep pausing the worst ones. And then for banners that once performed well, I may give them another chance down the road (e.g. in a month or two). But that was only when I got lazy on making new creatives. If you're diligent in making fresh creatives, you can avoid this type of "recycling", and cutting banners that are still good converters by mistake would not be as much of a regret.
I'm not an expert in adult by any means though - will ask an expert to chime in. 
Amy
Few days is not much at all... u need to give it more time, so that more people will see the banner
Btw good banner is a good banner..... I have few banners that I have been running for several years and still going strong.
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Originally Posted by forgamon
I'm intrigued - would you mind sharing a little bit more? For example how much traffic are you getting to those banners?
Landers can be run for months and months and still convert well. Banners though are an entirely different story - unless you're running low traffic and/or on a publisher site where visitor turnover is very great, I can't see how the same banners can keep converting at similar conversion rate for years.
(Important thing to note is that I'm ONLY talking about ADULT DATING - which I'm assuming the OP is running.)
Not trying to challenge what you said at all - but genuinely curious and eager to find out more. If there's a better way of doing things, I would love to spread the word!
Amy
Well.... i dont know..... 2 banners seemed to perform well after initial testing, and I just kept them running.... i tried more but still, winner is a winner. I am running 1 banner on high traffic spot, in a specific niche, with cap of 1 and thats it..... for me its more optimizing landers and also switching offers when they become stale..... btw thing about banners I think it depends on adult niche.
Also good practice would be to do negative retargeting for the campaign, so that banner wont be shown to the people who converted. (If traffic source allows this and if u have been firing back those conversion pixels for some time)
Again, this is just my experience in one adult subniche..... So, it's all about YOU testing and seeing what works for you...
Also as I said, dont rotate banners too fast..... switching banners every other day on hihh traffic spot isnt the best idea Imo..... there are many people who need to see banner...especially if u go 1/24.. go figure.
Cutting bad performers yes... but just changing banners for the sake of it too fast... no.
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Originally Posted by vortex
.... . and also applying negative retargeting).It's not much impressions, but this adult niche is unique, and can't target all categories on the site... So I am taking what I can. I could incrase to 2/24, but that will definitely lower banner CTR, and therefore increase my eCPA, which I cannot afford.
Originally Posted by forgamon
My guess is that you're targeting a relatively low-competition sub-niche in adult? If so then it all makes sense.
Both Finch and Caurmen have suggested this as a very good tactic, i.e. to target lower-competition sub-niches using creatives that are super-customized for each niche.
Of course the traffic volume would not be as high as when you're targeting broad, but then the longevity of creatives and profits would be higher (as well as conversion rates).
I've spoken to some of the biggest adult affiliates, and they have suggested rotating daily to delay banner burnout.
Perhaps the difference lies in the fact that they were targeting broad, not niche like yourself.
Different strategies for different situations.
Thanks again forgamon for all the tips!
Amy
I am doing all sorts of adult niches... This was just one example of a sub niche.
Anyways.... You are right, this depends on so many factors... I mean SO MANY..... again, no hard and fast rules in this business.
It depends for example on GEO, adult subniche (is it like general adult type straight, where you can target the whole placement (no category or KW targeting)....
Then it depends on your creatives of course.... Then it depends on the people seeing these banners.... Because if you think about it: different people are visiting these tube sites, different age groups, some of them might be happy, some sad, some are just lazy to click banners etc etc.... Some of them are going through tough time in life, so motivation to click banners is different.... Then it depends on the demographics, age groups etc.... So if you have low CTR today, and low CTR tomorrow, but high CTR after 3 days, it STILL does not mean that your banner is good or bad.
Also, it will cost some mula to find good banner on high traffic NTV on big tube sites like Pornhub or something (not sure what that site is about, I've never visited it before). Sure, you can test some other cheaper plaements/sites and then try that banner on NTV, but it doesn't mean it will work...
That is why I think it takes some time to find GOOD banner... However, BAD banner can be spotted pretty fast IMO and stop the loser.
But yeah, the more daily volume you get, the sooner you will be able to make some solid conclusions and ACT upon them.
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