The final analysis and closure process involves a thorough review of your campaign's performance and making decisions on how to proceed. Here's a conversational guide to help you understand this process:

Optimizing Campaigns with Enhanced Techniques

Transitions and Effects:

If the campaign's performance doesn't improve with standard optimization techniques, consider adding transitions and effects to still images. This creative enhancement often boosts the Click-Through Rate (CTR) and lowers the Cost per Click (CPC), improving overall campaign sustainability.

Creative Refresh:

When the Cost per Mille (CPM) increases, it usually indicates that the existing creative is no longer effective. Refreshing the creative with new visuals or messaging can help bring down CPM.

Offer Assessment:

If the CPM remains the same and the CPC hasn't increased, but the CTR has decreased, it often points to a non-lucrative offer. The audience is not compelled to engage with the current offer, indicating a need to revise the offer or incentives.

Landing Page Revamp:

When CPM, CTR, and CPC are stable, but the cost per add to cart increases, it suggests that the audience is interested in the product, but the landing page isn't effective in converting them. A landing page revamp may be necessary to align it with customer expectations.

Cap on Budget:

If other optimization efforts don't yield results, consider capping the budget to minimize further spending on underperforming ads. This approach will prevent unnecessary expenditure while exploring other strategies.

When to Close a Campaign

If the cost per lead (CPL) is rising consistently while the campaign graph shows an upward trend, it may be time to close the current ad set. Creating a new ad set with fresh creatives can help reset the campaign's performance.

What to Do When Nothing Works

Targeting Stable Traffic:

Remove highly unstable traffic sources to avoid wasting the budget.

Rediscovering Past Success:

Identify audiences that previously showed strong performance. Duplicate those campaigns, keeping the same audience targeting and ad sets, but with significantly lower budgets to test if the results can be replicated.

Reusing Evergreen Creatives:

Rather than experimenting with new creatives, utilize proven evergreen creatives that have performed well in the past but haven't been used recently.

Final Words

This refined approach ensures that campaigns are systematically evaluated and optimized, and that budgets are allocated effectively to maximize returns.

Happy Learning! 😊