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When to pull the plug on marketing...

by gingerfishsticks
4 replies
So I've been a long time fan of the WF and appreciate everyones contributions.

So I tried to do some research on this topic with really not too much luck.

While its a broad topic with a bunch of variables I wanted to see what people's thoughts were on this.

The big question:

When doing some type of marketing campaign its good to concentrate on one thing, then if it converts to stick with it until it doesn't work.

Basically what is the lifespan of a marketing campaign? How do you know when to pull the plug when somethings not working so you can focus on something else?

Thanks.
#lifespan of campaign #marketing #plug #pull
  • Profile picture of the author mysterrio
    I feel that the rule would be ABM - Always Be Marketing. Now, I would suggest that you mix up your marketing. You will not know right away WHICH marketing is going to work...it takes time to see results.

    Try plan A and once you get that going...try plan B...move to plan C...go back and do more of A...keep it up untill something seems to be working. I hope that helps some.
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  • Profile picture of the author gingerfishsticks
    Good idea. Thanks.
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  • Profile picture of the author gingerfishsticks
    :::::Bump.::::
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  • Profile picture of the author mattmax
    My .02 is that if you are not currently split testing, you are doing it wrong.

    Exactly what sort of split you should be doing is a more complex question, and not all splits are mutually exclusive.

    If you have a banner ad that gets a good CTR, then (if it is generic enough) you should run multiple similar offers on the back end to see what performs the best.

    Every time that you find a winner, that winner should get the bulk of your traffic, but you should immediately begin the search for the next winner.

    In a broader context, you need to figure out what your personal bandwidth is in terms of how many offers you can promote *well* (doing proper split testing with each, etc.) If you can promote 5 offers well, then you should always be promoting 4 as your main basket, and one as a challenger. As soon as your challenger outperforms one of your basket offers, then you can move that one out, and place the challenger in your basket. Then get a new challenger.

    Obviously this is pretty generic, and needs to be tweaked to match your own style, but it does give you an objective way to pull the plug on underperforming offers.
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