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When to leave a campaign on the back burner? (4)

11-04-2012 01:59 AM #1 doryphoros (Member)
When to leave a campaign on the back burner?

I'm sure everyone has campaigns like this: it's not going to make you rich, but it brings in some steady cash on auto-pilot or with minimal upkeep.


My question is, do you guys have a certain criteria for when to stop actively fighting for ROI/scaling and just leave a campaign like that on the back burner (and move on to the next thing)?

11-04-2012 04:23 AM #2 qhead (Member)

Depending where you run it. For example my notes say that in POF you want to have 9 working creatives before you leave it. Otherwise it's going to burn out fast. My current process is that I tweak CTR for the first week and if I don't get it higher and it's profitable, leave it. Then try adding LP if you don't have that. But here is where I differ from general beliefs. I believe that if you have enough volume (+100 visitors a day), you should definitely keep testing the page with multivariate in weekly basis. I have done MVT for a long time and you always get results. Use something like VWO if you don't have a lot of volume so testing is really painless, fast and quick.

But the most important thing is that if you keep testing, you won't stop learning. The biggest problem I have with this maintenance phase thinking is that you'll stop learning once you start that.

11-04-2012 11:58 PM #3 chize (Member)

I don't know if there would be a specific formula for this. I think you have to make a judgement call based on the campaign and time used and figure out if you think that you can squeeze more dollars per/hr working on separate campaigns.

11-05-2012 12:47 AM #4 dusklife (Member)

Quote Originally Posted by chize View Post
I don't know if there would be a specific formula for this. I think you have to make a judgement call based on the campaign and time used and figure out if you think that you can squeeze more dollars per/hr working on separate campaigns.
I agree with this...there is so much that goes into the judgment here but I think the ultimate question you want to ask yourself is whether you think your time would be better spent pushing this old campaign further or testing/launching a bunch of new campaigns.

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