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Need some tips for consistency... (11)

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So something I tend to struggle with in some of my campaigns is consistency. I think a lot of it has to do with my banner strategies, but I'm not sure.

For example right now I have a campaign that is running 1 banner (winning banner) x 1 lander x 1 offer that roughly has a 20-30% ROI.

I know in a few days this banner will die out and I'll have to start from scratch again with new banners etc. I don't do weighted rotation, I tend to just ride out the winner and then start over (maybe this is my problem)

Now my question is, since currently this funnel is profitable, is it more than likely it's a "good funnel" meaning the LP and Offer combo is solid?

Obviously you can always improve your LP and test more offers etc., but assuming I stick with this current LP + Offer as is, then if for some reason it starts tanking it's safe to assume it's a banner issue?

Currently the spot is a large well-known tube site, and I'm also going to assume offer CVR remains solid (ie no shaving or dip in performance).

I'm just trying to figure out how to be more consistent with my campaign profits. Any advice would be appreciated

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What you could do is keep this campaign running and start another one on the side.

In this side campaign you target other sites (not the one you are running your main campaign on) and start testing a few different banners, let´s say 5.

Keep the same LP and offer but just keep testing some banners.

When you see a winner ( high ctr or high cvr) you add it in the mix with your main campaign where you then have 2 banners running.

If the original banners seems to be loosing interest you switch it out for the new one.

You could repeat this process every couple of days.

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Thanks for the advice.

I kind of already do something similar to this in my campaigns.

I'm trying to find a way to be more consistent with my profits, and I really think it has to do with how I'm managing my banner game.

I think I try to deviate a little too much from what's working (ie angle/images etc) to try to keep things "fresh" and my CTRs good, but I am thinking now this is a mistake.

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I am facing the exact issue.. I keep coming up with new creatives and landers and keep coming back to the same thing which works:

- Cartoon type question landers
- Banners with girl next door types with above average boobs.

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Lately, I'm doing it pretty much the same way as you described ... when I find something that works, I milk it for what it's worth.

When I see it start dying I start with another round of testing, but I pretty much always throw some old banners that used to work into the mix. Quite often they are able to bring positive results again after they've been sitting still for a few months.

Another thing Im doing ... since I'm active in multiple GEOs, when I see something working in one GEO I translate the text and test it in another too ... again, this often works pretty well.

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Other sources? other angles? other creatives? other geo's? Test test test more and more! The more you test the bigger chance you find another "gold mine"!

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I've thought a lot about this, and I think it's not the best approach to stick to 1 banner only.

Think about it like this: Banner A gives you 30% ROI, and banner B gives you 20% ROI. In the past, I'd have chosen banner A for 100% of the traffic to get 30%. But it might be that banner A appeals to 60% of the people and banner B to 40%. When switching to banner A, 40% of the people won't see a banner that the like, while when you use both banners, you offer both segements a banner that they like. I know these figures are made up...
But your banners are usually shown multiple times to visitors when you run the campaign long enough. So it's better to show them different chances (= different banners) to click on. Having more banners in rotation also extends the period until a banner is burned out.
So what Matuloo said ("I pretty much always throw some old banners") makes perfectly sense to me. If it's easy to manage at the traffic source, I'd always use more than 1 banner.

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This is something ive thought about too. I think running a single banner hard can have its ups and downs, especially if on a certain day the users it appeals to dont see it. So maybe running a few winning banners together may be a better strategy.

That being said I dont know how important that is especially if youre running on a large spot where tens of thousands of people are seeing your banner every day.




Sent from my iPhone using STM Forums mobile app

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It's always better to run several banners at once, just that it's not always possible to find several winners at a time. But whenever I can, I run at least 2 in a campaign ... even when one of them is weaker, I just want to have some variety in the campaign and minimize the chance of showing the same banner to the same people over and over, because even with a tight cap, the people come back to browse these sites repeatedly. And when targeting multiple spots on the same site, this is basically a must, especially when running in both ntv-a and ntv-b.

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Thanks Matuloo.

So lets say for a simple example you are running on a single mobile footer spot.

Do you think you would get better results continuously running 2-3 winning banners as opposed to running them 1 at a time one after another?


Sent from my iPhone using STM Forums mobile app

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Depends on a particular situation ... if its a CLEAR winner, you will probably make more with just that 1 banner. But it will likely also die sooner and will be ripped a thousand times. But if the performance is comparable, I'd strongly vote for running multiple banners at once and I also believe the campaign would make more in the long run.

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