By angela_romano
October 21st, 2005
There is no hard and fast answer to when it is appropriate to kill a creative. The answer can be different for every advertiser and possibly even different for each advertiser line item. Usually, though, an AM can figure out a general pattern over time for a particular LI or group of LIs. I’ve learned that figuring out this pattern is more of an art than a science.
For example, I’ve been working with an account where I can usually tell whether the creative is going to survive or not, based on the particular offer it pertains to and how well it does after spending somewhere between $50-$100 on testing. This account performs so consistently that if a creative doesn’t follow the usual performance pattern, without fail, the creative fails. Depending on a variety of changing factors, I may try to give the creative more of a chance, but this particular advertiser is OK with cutting losses on a creative in favor of letting the known performers get more volume.
Regardless, I believe it is a good practice to look at a creative’s performance over a variety of time periods so you can see whether a creative is on the upswing or the downswing. I have found it most effective to look at performance for lifetime, last 7 days, last 48 hour and last 24 hours, combined with overall spend, before making any decisions.
This entry was posted
on Friday, October 21st, 2005 at 12:00 am and is filed under Advertisers, Ad Networks, Remix Media (Right Media Ad Network).
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