Delivering and Not Performing
This is a scary scenario because you're having no trouble spending
money, yet you're not seeing any return on your investment. When a
campaign is meeting delivery goals and falling short of performance
goals, the first step is to troubleshoot what is causing the
problem. Run site performance reports to find non-performing
inventory. Run analytics reports to filter Ads and offers that
aren't working as well. Below is a troubleshooting checklist for
Troubleshooting Checklist for Under-Performing
- Are the beacons working? Conversion and
remarketing? - If you are using tracking beacons to
register data for conversions, test to make sure they are working
properly. Validate the beacons for both conversions and
- What is the frequency setting? Can it be
tightened? - Make sure the same users aren't seeing the
same impression too many times. More than seven impressions per
user per day is usually wasteful.
- What is the true performance Goal? How are the
other networks doing? Conduct market research and
determine what the average CPA is for this type of product or
service. Make sure the performance goal is competitive yet
- Which inventory sources are working? Which are
not performing? - Pause or slow the pacing of Ad delivery
for non-performing inventory.
Listed below are a number of tactics you can try to boost
performance while keeping up with delivery. It's generally a best
practice to try only one tactic at a time and allow a day or two
for each change to have its effect before trying the next
Performance Boosting Tactics Checklist
- Adjust frequency setting to find the best
balance between delivery and performance - typically, between two
and five per day is recommended.
- What is the performance goal? Is it too high?
-Adjust the performance goal down by about 10% to 20% per day until
you notice an increase in performance.
- Lower bids, which will cause the DSP to be
more selective for Ad serving decisions.
- Create additional campaigns for more targeted
inventory buys with increased bids. Spend the money on top Web
properties with known reputations for high conversion, such as
- Optimize the creative, messaging, and offers
in your Ads and make sure its relevant to your target audience. Try
multivariate testing to further refine each creative element.
- Pause or discontinue Ads or inventory sources
that are not performing
Not Performing and Not Delivering
If your campaign is meeting neither performance nor delivery,
address the performance first with the tactics listed above. Once
performance improves, address delivery also with above tactics,
doing each at a time as conservatively as possible so as not to
Optimizing Internet marketing campaigns is a delicate art. There
are many levers and knobs where the slightest adjustment in either
direction can throw off the balance between these two opposing goal
types: performance and delivery. Try out some of these tactics in
your next Internet marketing campaign and let us know how they work
by posting a comment to this blog.