Rules to improve an already successful campaign that is performing beyond your expectations.
Rule 1: Avoid making changes to the existing performing campaign. Instead, always duplicate or create a new campaign for A/B testing.
Rule 2: Follow Rule No. 1.
There was a query on one of the Facebook Groups related to Google Ads. The query was:
I had a campaign that was performing exceptionally well with a low CPA and a 40% conversion rate. However, I made several changes:
– I paused the campaign for two weeks.
– I changed landing pages for all the ads
– I increased the budget by 50%.
– I raised my target CPA by 20%
Since then, Google has been providing only around 8-10 clicks per day for the past 3 days. The platform indicates that the campaign is in a learning phase and is restricted by low search volume, despite using the exact same keywords that previously led to success.
I am unsure if I messed up. Should I wait to see if the campaign picks up again, or should I consider starting a new campaign? What might I have done wrong in this process?
Here’s what went wrong:
– Did the user mess up? Yes, big time!
– Should they wait for the campaign to recover? No, the damage is done.
– Should they start a new campaign? Absolutely, yes!
– What went wrong? Did not follow Rule number 1.
Making big changes to a well-performing campaign is not good for its health in the long run.
To improve the performance of an already successful campaign on platforms like Google Ads or Meta Ads, consider the following approaches:
1) Start with A/B testing or multi-variant testing.
2) Create a new campaign with the same settings and assets or duplicate the existing campaign with necessary modifications.
3) Launch the new campaign in a different location to avoid competition within the same account.
4) Continue testing until the performance matches or surpasses the original campaign.
Avoid pausing the old campaign even if both the campaigns produce same results.
Old campaigns have a lot of data and learning. Approach slowly and gradually.
Since both campaigns are producing equal results, look for consistency.
The campaign that produces consistent results wins.