Cheers to 2012! I haven’t posted in a million years, which means like a fine oak barrel i’ve been holding in some well crafted ranting that’s finally ready to be poured down your throats.
A constant reminder I preach to myself is to approach campaigns with the same zeal and thoughtfulness that any top notch business/company would use. This means doing research, crafting great copy, and plenty of split testing. Doing these things takes time and investment. The more I invest in campaigns the more I see returns. Half-assed efforts are easy to give up and move on from and almost every affiliate has chased that dragon of hopping from one thing to the next. (it never ends well)
So with the idea of investing in mind lets get to today’s topic: I FUCKING hate the 1K rule.
I’m really not sure where it came from or who first started using it, but they have royally mind fucked me and hundreds of other affiliates out there into ditching perfectly good adverting and investing in shit ads. If you don’t know what I’m talking about I’m referring to the idea of killing an ad if it doesn’t get a click/conversion after 1K impressions. I’m sure in it’s original form it made sense, but it seems to have really caught on and spread to multiple traffic sources to the point of stupidity.
A scenario for you.
Lets say you have a demo of 2 million people on a social traffic source (FB,POF, etc.)
Now you’re testing 20 ads a mix of images/copy changes.
Ad #1 has accumulated 1000 impressions with no clicks and no conversions. Time to die right?
Put down the axe and think about this. I’m going to pull a number completely out of my ass and say your ad received a frequency of 5 impressions per user. (this number depending on a lot of factors can be lower, but is usually a lot higher on certain traffic sources. –>facebook)
So what does that mean? 1000/5 = 200 users saw your ad. 200 users of a 2 mil demo means you’re ad was seen by .01% of the demographic.
Now lets pretend we are a real business and it actually costs money and takes time to create advertising. If you spent 6 hours of your day and $1,000 to create an ad would you only test it against .01% of the target market? Hell no, if you spent that much time you would see that shit through until you were 100% positive it’s time to go back to the drawing board.
Now luckily we don’t have to spend hours or thousands to make ads, but that doesn’t mean we can skimp on proper testing and data collection. The point is that every campaign is unique and requires a common sense analysis based on the idea that you’re marketing to real people. Saying an ad has to get a .15% CTR or better to work or you have to kill/keep at 1K impressions is just fucking silly.
Let your campaigns run and hopefully profit will come back to you.