{"id":2462,"date":"2016-11-23T11:55:13","date_gmt":"2016-11-23T10:55:13","guid":{"rendered":"https:\/\/academy.mobidea.com\/?p=2462"},"modified":"2018-05-21T14:38:21","modified_gmt":"2018-05-21T14:38:21","slug":"media-buying-campaigns-case-study","status":"publish","type":"post","link":"https:\/\/www.mobidea.com\/academy\/media-buying-campaigns-case-study\/","title":{"rendered":"Case Study: When to Stop Media Buying Campaigns"},"content":{"rendered":"<div class=\"mobid-before-content\" style=\"margin-top: 5px;margin-bottom: 5px;margin-left: auto;margin-right: auto;text-align: center;\" id=\"mobid-3819764373\"><div class=\"mobid-adlabel\">Advertisement<\/div><a data-no-instant=\"1\" href=\"https:\/\/www.mobidea.com\/academy\/recommends\/banner-placement-1\/\" rel=\"noopener nofollow\" class=\"a2t-link\" target=\"_blank\" aria-label=\"da\"><img src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2022\/09\/da.gif\" alt=\"\"  class=\"no-lazyload\" width=\"730\" height=\"90\"   \/><\/a><\/div><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mobidea.com\/academy\/media-buying-campaigns-case-study\/#introduction\" >Introduction<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mobidea.com\/academy\/media-buying-campaigns-case-study\/#1-few-conversions-may-lead-you-to-hope-for-more\" >1. Few Conversions May Lead you to Hope for More<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mobidea.com\/academy\/media-buying-campaigns-case-study\/#2-hoping-for-a-conversion\" >2. Hoping for a Conversion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mobidea.com\/academy\/media-buying-campaigns-case-study\/#3-the-sum-of-all-parts-may-be-large\" >3. The Sum of All Parts May be Large<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.mobidea.com\/academy\/media-buying-campaigns-case-study\/#4-you-may-wanna-invest-the-money-elsewhere\" >4. You May Wanna Invest the Money Elsewhere<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.mobidea.com\/academy\/media-buying-campaigns-case-study\/#5-you-feel-like-you-need-to-reset-the-whole-thing\" >5. You Feel Like you Need to Reset the Whole Thing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.mobidea.com\/academy\/media-buying-campaigns-case-study\/#case-study-1\" >Case Study #1<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.mobidea.com\/academy\/media-buying-campaigns-case-study\/#case-study-2\" >Case Study #2<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.mobidea.com\/academy\/media-buying-campaigns-case-study\/#case-study-3\" >Case Study #3<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.mobidea.com\/academy\/media-buying-campaigns-case-study\/#case-study-4\" >Case Study #4<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.mobidea.com\/academy\/media-buying-campaigns-case-study\/#conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"introduction\"><\/span>Introduction<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Media Buying is a world where you should never give up.<\/p>\n<p>This is a tough arena to play in <strong>but you\u2019ve gotta remember:<\/strong><\/p>\n<p>There are different strategies to optimize your media buying campaigns.<\/p>\n<p>Giving up &#8211; in such a competitive yet super addictive field &#8211; should never even be an option!<\/p>\n<p>However, facts<em> are superior to the will of us media buying players.<\/em><\/p>\n<p>Yes, it\u2019s true.<\/p>\n<p>Sometimes, once you\u2019ve tried everything you possibly could, it\u2019s time to throw in the towel.<\/p>\n<p>Indeed, there\u2019s a time for you to look at what you\u2019ve got and understand that it\u2019s best to just stop a media buying campaign.<\/p>\n<p>But why?<\/p>\n<p>Why is it <strong>so important to stop media buying campaigns?<\/strong><\/p><div class=\"mobid-in-content-15-p\" style=\"margin-top: 26px;margin-bottom: 26px;\" id=\"mobid-1933236086\"><div class=\"mobid-adlabel\">Advertisement<\/div><a data-no-instant=\"1\" href=\"https:\/\/www.mobidea.com\/academy\/recommends\/semrush-v2\/\" rel=\"noopener nofollow\" class=\"a2t-link\" target=\"_blank\" aria-label=\"semrushtrialseo\"><img src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2022\/09\/semrushtrialseo.gif\" alt=\"\"  class=\"no-lazyload\" width=\"728\" height=\"90\"  style=\"display: inline-block;\" \/><\/a><\/div>\n<p>Let\u2019s get some numbers and explanations up in here, okay?<\/p>\n<h2><span class=\"ez-toc-section\" id=\"1-few-conversions-may-lead-you-to-hope-for-more\"><\/span><span style=\"font-size: 18pt;\"><strong><span style=\"color: #000000;\">1.<\/span> Few Conversions May Lead you to Hope for More<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Campaigns with a low cost and a low number of conversions are dangerous.<\/p>\n<p>Why?<\/p>\n<p>Because you start thinking that the daily costs are low which means you really believe there\u2019s room for optimization.<\/p>\n<p>In fact, you realize there\u2019s nothing harmful in just keeping the campaign running.<\/p>\n<p>This is a huge mistake, though.<\/p>\n<p>There\u2019s probably no way you can optimize that hellish low-cost campaign.<\/p>\n<p>Moreover, if you spend a whole month optimizing a single campaign you\u2019ll be shocked by the amount of cash you\u2019ll burn. Easy.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"2-hoping-for-a-conversion\"><\/span><span style=\"font-size: 18pt;\"><strong><span style=\"color: #000000;\">2.<\/span> Hoping for a Conversion<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In case your campaign doesn\u2019t have any conversions and it\u2019s just spending a few miserable cents per day, you may start feeling you should keep the campaign running just because you can.<\/p>\n<p>Again: another mistake! In fact, you\u2019ll be pushed into waiting around for a conversion to burst in and guess what?<\/p>\n<p>You may start losing money like crazy before you notice it!<\/p>\n<h2><span class=\"ez-toc-section\" id=\"3-the-sum-of-all-parts-may-be-large\"><\/span><span style=\"font-size: 18pt;\"><strong><span style=\"color: #000000;\">3.<\/span> The Sum of All Parts May be Large<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you add the costs of the \u201clow costs campaigns\u201d that are active, you may have a black hole in the monthly result. Just saying.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"4-you-may-wanna-invest-the-money-elsewhere\"><\/span><span style=\"font-size: 18pt;\"><strong>4. You May Wanna Invest the Money Elsewhere<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This is super common.<\/p>\n<p>The money you were spending in a slowly-dying campaign can be used wisely by creating another campaign that showcases more volumes and a more ambitious potential to make those pockets feel fat!<\/p>\n<h2><span class=\"ez-toc-section\" id=\"5-you-feel-like-you-need-to-reset-the-whole-thing\"><\/span><span style=\"font-size: 18pt;\"><strong>5. You Feel Like you Need to Reset the Whole Thing<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Sometimes you\u2019ve gotta annihilate to create from the ashes.<\/p>\n<p>It seems obvious that there are times when it\u2019s just impossible to optimize.<\/p>\n<p>You may keep trying but you\u2019ll never succeed.<\/p>\n<p>My professional (and charming) advice?<\/p>\n<p><strong>Stop the campaign and create something from the ashes! Rise like the phoenix!<\/strong><\/p>\n<p>There are some cases where a white list containing only the best websites may be your solution.<\/p>\n<p>If you want to learn more about whitelists don\u2019t waste time and check\u00a0<a href=\"http:\/\/www.mobidea.com\/academy\/whitelist-campaigns-case-study\">this<\/a> case study.<\/p>\n<p>Now you know the reasons!<\/p>\n<p>As you can see, the number of different reasons to throw a campaign in the dustbin are the proof of how interesting this biz really is!<\/p>\n<p>But this ain\u2019t all!<\/p>\n<p><strong>Throughout this article, I\u2019ll analyze different cases.<\/strong><\/p>\n<p>These are cases when &#8211; even though I\u2019ve performed the best optimizations possible &#8211; I couldn\u2019t get that saucy cash I was yearning for.<\/p>\n<p>When you get yourself in that kind of a messy position, the best thing you can do is use your squashy brains.<\/p>\n<p>Indeed, you\u2019ve gotta be rational and accept the circumstances.<\/p>\n<p>Ready for some case studies?<\/p>\n<p>Let\u2019s go!<\/p>\n<h2><span class=\"ez-toc-section\" id=\"case-study-1\"><\/span><span style=\"font-size: 18pt;\">Case Study #<span style=\"color: #000000;\">1<\/span><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I launched a <a href=\"http:\/\/www.mobidea.com\/academy\/create-campaign-exoclick\">campaign on ExoClick<\/a>.<\/p>\n<p>Even though I was playing with the highest quality traffic available, I only got a few conversions.<\/p>\n<p>The first example is one of the most intuitive ones.<\/p>\n<p>You created a campaign.<\/p>\n<p>Now, you\u2019re aiming for the first position with a high bid but no conversions have been registered.<\/p>\n<p>When should you decide when to stop?<\/p>\n<p>The case I picked is clear.<\/p>\n<p>The segment is <strong>Indonesia \u2013 Indosat<\/strong>, a campaign on <a href=\"http:\/\/www.mobidea.com\/academy\/exoclick-review\">ExoClick<\/a>.<\/p>\n<p>The payout for this segment was 0.31\u20ac, at that time.<\/p>\n<p>Over the following 10 days, only one conversion was made.<\/p>\n<p><a href=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/indonesia-indosat.jpg\"><img decoding=\"async\" width=\"700\" height=\"307\" class=\"aligncenter size-large wp-image-10878\" src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/indonesia-indosat-700x307.jpg\" alt=\"indonesia indosat\" srcset=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/indonesia-indosat-700x307.jpg 700w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/indonesia-indosat-250x110.jpg 250w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/indonesia-indosat-768x337.jpg 768w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/indonesia-indosat-1024x449.jpg 1024w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/indonesia-indosat-120x53.jpg 120w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/indonesia-indosat.jpg 1793w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/a><\/p>\n<p><strong>Should I optimize the campaign?<\/strong><\/p>\n<p>It seems obvious that I already spent 2.80\u20ac, 9 times the payout.<\/p>\n<p>Meaning what?<\/p>\n<p>With only one forgettable conversion, there\u2019s no room for optimization.<\/p>\n<p><strong>Let\u2019s analyze some of the optimizations I normally perform to a campaign:<\/strong><\/p><div class=\"mobid-in-content-15-p_2-2\" style=\"margin-top: 26px;margin-bottom: 26px;\" id=\"mobid-2928802380\"><div class=\"mobid-adlabel\">Advertisement<\/div><a data-no-instant=\"1\" href=\"https:\/\/www.mobidea.com\/academy\/recommends\/semrush-v1\/\" rel=\"noopener nofollow\" class=\"a2t-link\" target=\"_blank\" aria-label=\"backlinks\"><img src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1.png\" alt=\"\"  srcset=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1.png 970w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1-250x52.png 250w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1-700x144.png 700w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1-768x158.png 768w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1-120x25.png 120w\" sizes=\"(max-width: 970px) 100vw, 970px\" class=\"no-lazyload\" width=\"970\" height=\"200\"  style=\"display: inline-block;\" \/><\/a><\/div>\n<ul style=\"list-style-type: disc;\">\n<li>There\u2019s no unique website producing the high costs and no conversions.<\/li>\n<li>I can\u2019t stop any parameter (OS, Device, browser\u2026) based on one conversion.<\/li>\n<li>Decreasing the bid will only decrease the quality of traffic. The costs may be low but the number of conversions would be even lower.<\/li>\n<\/ul>\n<p><strong>When should you stop the campaign?<\/strong><\/p>\n<p>Here\u2019s what you must never forget:<\/p>\n<p>For each campaign, it\u2019s crucial that you gather as much info as possible.<\/p>\n<p>I\u2019m alluding to aspects <strong>like conversions and costs distribution.<\/strong><\/p>\n<p>To gather this info, you need to leave the campaign running for some days.<\/p>\n<p>More specifically, it should run through the most active days:<\/p>\n<p>Weekends.<\/p>\n<p>I left the campaign active until September 12.<\/p>\n<p>I was gathering data from two weekends but it was more of the same.<\/p>\n<p>It\u2019s simple to guess what\u2019s coming.<\/p>\n<p>I\u2019ve analyzed twelve days (including two weekends) with 3.39\u20ac of costs <em>and one single and wretched signup.<\/em><\/p>\n<p>Again:<\/p>\n<p>This is a no brainer!<\/p>\n<p>I need to stop the campaign!<\/p>\n<h2><span class=\"ez-toc-section\" id=\"case-study-2\"><\/span><span style=\"font-size: 18pt;\">Case Study #<span style=\"color: #000000;\">2<\/span><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The segment has a low amount of traffic.<\/p>\n<p>This one\u2019s similar to the previous case <em>but it has remarkably low traffic.<\/em><\/p>\n<p>The segment is <strong>Paraguay \u2013 Claro<\/strong>.<\/p>\n<p>The payout for each conversion is 0.07\u20ac.<\/p>\n<p>Again:<\/p>\n<p>I\u2019ve set a high bid in order to get the highest quality traffic.<\/p>\n<p>Even so, the amount of traffic is almost residual.<\/p>\n<p><a href=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/paraguai-claro.jpg\"><img decoding=\"async\" width=\"700\" height=\"420\" class=\"aligncenter size-large wp-image-10879\" src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/paraguai-claro-700x420.jpg\" alt=\"paraguai claro\" srcset=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/paraguai-claro-700x420.jpg 700w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/paraguai-claro-250x150.jpg 250w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/paraguai-claro-768x461.jpg 768w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/paraguai-claro-1024x614.jpg 1024w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/paraguai-claro-120x72.jpg 120w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/paraguai-claro.jpg 1342w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/a><\/p>\n<p><strong>In 14 days, the campaign spent 0.41\u20ac with an average of 0.03\u20ac a day<\/strong> which is very low.<\/p>\n<p>What about signups?<\/p>\n<p>No can do.<\/p>\n<p>No good news coming from that side of the fight.<\/p>\n<p>Plus: no conversions at all.<\/p>\n<p>Similar to the #1 example, <strong>there\u2019s no way I can optimize this<\/strong>.<\/p>\n<p>Having already spent 6 times the payout of the segment without any conversion coming my way, <em>the answer is easy and painful.<\/em><\/p>\n<p>The campaign has to be stopped. Such is life.<\/p>\n<p><strong>These cases are common in spots with lower volumes such as the 250&#215;250, and 468&#215;90.<\/strong><\/p>\n<h2><span class=\"ez-toc-section\" id=\"case-study-3\"><\/span><span style=\"font-size: 18pt;\">Case Study #<span style=\"color: #000000;\">3<\/span><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There\u2019s a large difference between the revenue and the costs.<\/p>\n<p>Optimizations have been tried before and <em>I just can\u2019t reduce the large gap.<\/em><\/p>\n<p>The campaign\u2019s segment is <strong>Thailand \u2013 AIS in ZeroPark<\/strong>.<\/p>\n<p>The payout is 0.70\u20ac.<\/p>\n<p>The costs are heavy due to the large number of sources\/targets which normally exist in the ad network.<\/p>\n<p><a href=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/tabelas_3_.png\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-2486\" src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/tabelas_3_.png\" alt=\"media buying campaigns table 3\" width=\"630\" height=\"276\" srcset=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/tabelas_3_.png 630w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/tabelas_3_-250x110.png 250w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/tabelas_3_-120x53.png 120w\" sizes=\"(max-width: 630px) 100vw, 630px\" \/><\/a><\/p>\n<p>The campaign has been active before but the results weren\u2019t the best.<\/p>\n<p>You can see for yourself by taking a look at July 11.<\/p>\n<p><strong>I then aimed for a higher bid so as to have better-quality traffic<\/strong>.<\/p>\n<p>The costs increased and the traffic had a slight increase on <em>the number of conversions which is visible on the revenue.<\/em><\/p>\n<p>Nevertheless, the revenue didn\u2019t grow as much as the costs.<\/p>\n<p><strong>I tried cutting the sources\/targets which were spending more than twice the payout in the next active campaign days<\/strong>.<\/p>\n<p>I continuously attempted to reduce costs. Unfortunately, the gap between revenue and costs didn\u2019t become smaller.<\/p>\n<p>I tried both lower and higher bids.<\/p>\n<p>I stopped what was harmful.<\/p>\n<p>Even so, <em>this campaign isn\u2019t worth the work.<\/em><\/p>\n<p>Therefore, I decided to cut it.<\/p>\n<p>It\u2019s not all bad news, though.<\/p>\n<p><strong>I used the best targets, created a whitelist, and became profitable by more than 5\u20ac a day, on average.<\/strong><\/p>\n<p>This is an example of how you can stop a campaign while being able to create something new and much better from those decayed media buying ruins!<\/p>\n<h2><span class=\"ez-toc-section\" id=\"case-study-4\"><\/span><span style=\"font-size: 18pt;\">Case Study #<span style=\"color: #000000;\">4<\/span><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There\u2019s a competitor who\u2019s stable in his position.<\/p>\n<p>The case is for an\u00a0<a href=\"http:\/\/www.mobidea.com\/academy\/create-campaign-ero-advertising\" target=\"_blank\" rel=\"noopener noreferrer\">Ero-Advertising campaign<\/a> in the segment <strong>Brazil &#8211; TIM &#8211; CPM<\/strong> campaign (it\u2019s similar to a whitelist).<\/p>\n<p>The payout was around 0.41\u20ac.<\/p>\n<p>The campaign started with almost no traffic at all.<\/p>\n<p>Someone could obviously afford a high position, which basically left almost no traffic available for the other disappointed competitors to play with.<\/p>\n<p><a href=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/tabelas_4_.png\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-2487\" src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/tabelas_4_.png\" alt=\"media buying campaigns table 4\" width=\"900\" height=\"539\" srcset=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/tabelas_4_.png 900w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/tabelas_4_-250x150.png 250w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/tabelas_4_-768x460.png 768w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/tabelas_4_-700x419.png 700w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/tabelas_4_-120x72.png 120w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/a><\/p>\n<p><strong>I increased the bid over the following days and the volumes increased a lot<\/strong>.<\/p>\n<p>The costs also went up but the revenue didn\u2019t increase at the same rate.<\/p>\n<p>I decided to hold the position for a few days but the revenues decreased.<\/p>\n<p>I couldn\u2019t perform any significant optimizations to increase performance.<\/p>\n<p><strong>That\u2019s why I lowered the bid again on June 23 to make the competitor pay some more.<\/strong><\/p>\n<p><a href=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/tabelas_5_.png\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-2488\" src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/tabelas_5_.png\" alt=\"media buying campaigns table 5\" width=\"630\" height=\"390\" srcset=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/tabelas_5_.png 630w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/tabelas_5_-250x155.png 250w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/tabelas_5_-120x74.png 120w\" sizes=\"(max-width: 630px) 100vw, 630px\" \/><\/a><\/p>\n<p>What followed was very similar to what happened the days before the bid increase.<\/p>\n<p>It\u2019s obvious that the competitor is comfortable in that position and that <em>he wasn\u2019t willing to leave the campaign for others to rule.<\/em><\/p>\n<p>This means that I\u2019m screwed.<\/p>\n<p><strong>It doesn\u2019t matter what my position is.<\/strong><\/p>\n<p><strong>I\u2019ll always have a bad performance so there\u2019s a strong need to stop<\/strong>.<\/p>\n<p>There are several explanations for the fact that he had a better performance:<\/p>\n<p>He gets a better CR and probably a better CTR because he checked one or more of the following options.<\/p>\n<ul>\n<li>He has better offers<\/li>\n<li>He has better landing pages<\/li>\n<li>He has better banners<\/li>\n<\/ul>\n<p>In these cases, I recommend you talk with you account manager about the campaign.<\/p>\n<p>Why?<\/p>\n<p>Due to the fact that there are single offers that may fit your needs.<\/p>\n<p>Now you&#8217;re asking yourself:<\/p>\n<p>Should I immediately stop a campaign<strong> everytime results are in the red?<\/strong><\/p>\n<p>The answer is NO!<\/p>\n<p>It\u2019s fundamental that you\u2019re able to understand that the rule is simple: information = power to change\/optimize.<\/p>\n<p>Let\u2019s see an example:<\/p>\n<p>The segment is <strong>India \u2013 Vodafone in Traffic stars<\/strong>.<\/p>\n<p>The payout is around 0.50$. The next table shows the campaign was going positively smooth from October 6 to October 9.<\/p>\n<p>The costs increased a day later because there was <em>a larger amount of traffic arriving to the campaign.<\/em><\/p>\n<p>The number of conversions followed an opposite trend because there was probably a drop in the offer.<\/p>\n<p>The campaign became negative on the following two days.<\/p>\n<p><strong>You can see it by looking at the eCPA in the last column<\/strong>.<a href=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/india-vodafone.jpg\"><img decoding=\"async\" width=\"700\" height=\"420\" class=\"aligncenter size-large wp-image-10882\" src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/india-vodafone-700x420.jpg\" alt=\"india vodafone\" srcset=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/india-vodafone-700x420.jpg 700w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/india-vodafone-250x150.jpg 250w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/india-vodafone-768x461.jpg 768w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/india-vodafone-1024x614.jpg 1024w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/india-vodafone-120x72.jpg 120w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/india-vodafone.jpg 1359w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/a><\/p>\n<p><em>What should I do? Pause the campaign?<\/em><\/p>\n<p>As you can see, this is a very different case from the ones above.<\/p>\n<p>There are lots of conversions and you have <em>the power to optimize the campaign.<\/em><\/p>\n<p>It\u2019s what I have done.<\/p>\n<p>On the 13th, the campaign was already positive.<\/p>\n<p>On the 16th, the campaign was a freaking <strong>amazing gold mine!<\/strong><\/p>\n<h2><span class=\"ez-toc-section\" id=\"conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I hope this post has helped you understand how important it is to control the different campaigns you run.<\/p>\n<p>Keep being focused on the money train and never forget to analyze thoroughly so as to have a smooth optimization process that actually makes your profits go high up in the starry sky!<\/p>\n<p>Always pay max attention to those cruel campaigns that can really <em>poison your media buying activity and ruin your life!<\/em><\/p>\n<p>Good luck!<\/p>\n<p><strong><span style=\"font-size: 14pt;\">See Also:<\/span><\/strong><\/p>\n<ul style=\"list-style-type: disc;\">\n<li><a href=\"https:\/\/www.mobidea.com\/academy\/media-buying-strategy-beginners\/\">Media Buying Strategy: The Beginner\u2019s Guide<\/a><\/li>\n<li><a href=\"https:\/\/www.mobidea.com\/academy\/media-buying-campaign-targeting\/\">How to Use Targeting in a Media Buying Campaign<\/a><\/li>\n<li><a href=\"https:\/\/www.mobidea.com\/academy\/media-buying-tips\/\">The 10 Main Media Buying Tips to Skyrocket Your Campaigns<\/a><\/li>\n<li><a href=\"https:\/\/www.mobidea.com\/academy\/how-to-become-a-media-buyer\/\">How to Become a Successful Media Buyer<\/a><\/li>\n<\/ul>\n<div class=\"mobid-after-content\" style=\"margin-top: 5px;margin-bottom: 5px;margin-left: auto;margin-right: auto;text-align: center;\" id=\"mobid-3522248139\"><div class=\"mobid-adlabel\">Advertisement<\/div><a data-no-instant=\"1\" href=\"https:\/\/www.mobidea.com\/academy\/recommends\/banner-placement-2\/\" rel=\"noopener nofollow\" class=\"a2t-link\" target=\"_blank\" aria-label=\"da\"><img src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2022\/09\/da.gif\" alt=\"\"  class=\"no-lazyload\" width=\"730\" height=\"90\"   \/><\/a><\/div>","protected":false},"excerpt":{"rendered":"Introduction Media Buying is a world where you should never give up. This is a tough arena to play in but you\u2019ve gotta remember: There are different strategies to optimize your media buying campaigns. Giving up &#8211; in such a competitive yet super addictive field &#8211; should never even be an option! However, facts are&#8230; <a class=\"view-article\" href=\"https:\/\/www.mobidea.com\/academy\/media-buying-campaigns-case-study\/\">View Article<\/a>","protected":false},"author":6,"featured_media":2480,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8971],"tags":[172,182,184,194,205,214,219],"learning_paths":[],"class_list":["post-2462","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","tag-affiliate-marketing","tag-case-study","tag-conversion-rate","tag-ecpm","tag-media-buying","tag-optimization","tag-segments"],"translation":{"provider":"WPGlobus","version":"3.0.0","language":"en","enabled_languages":["en","ru"],"languages":{"en":{"title":true,"content":true,"excerpt":false},"ru":{"title":true,"content":true,"excerpt":false}}},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.1 (Yoast SEO v26.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Case Study: When to Stop Media Buying Campaigns<\/title>\n<meta name=\"description\" content=\"Wanna know when to stop media buying campaigns? 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Read this awesome article and start earning like a pro right here and now!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mobidea.com\/academy\/media-buying-campaigns-case-study\/\" \/>\n<meta property=\"og:site_name\" content=\"Mobidea Academy\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Mobidea\/\" \/>\n<meta property=\"article:published_time\" content=\"2016-11-23T10:55:13+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-05-21T14:38:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/1500x844_Campaigns_WhenToStop_2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1500\" \/>\n\t<meta property=\"og:image:height\" content=\"844\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Andr\u00e9 Martins\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mobacademy\" \/>\n<meta name=\"twitter:site\" content=\"@Mobideanews\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.mobidea.com\/academy\/media-buying-campaigns-case-study\/\",\"url\":\"https:\/\/www.mobidea.com\/academy\/media-buying-campaigns-case-study\/\",\"name\":\"Case Study: When to Stop Media Buying Campaigns\",\"isPartOf\":{\"@id\":\"https:\/\/www.mobidea.com\/academy\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.mobidea.com\/academy\/media-buying-campaigns-case-study\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.mobidea.com\/academy\/media-buying-campaigns-case-study\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/11\/1500x844_Campaigns_WhenToStop_2.jpg\",\"datePublished\":\"2016-11-23T10:55:13+00:00\",\"dateModified\":\"2018-05-21T14:38:21+00:00\",\"author\":{\"@id\":\"https:\/\/www.mobidea.com\/academy\/#\/schema\/person\/c1bc25df354604621b194ee14dbe4d13\"},\"description\":\"Wanna know when to stop media buying campaigns? 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He comes from a scientific area so numbers and analytical power are two of his stronger skills. He began as a Media Buyer and Account Manager for Spanish-speaking VIP affiliates. He came about when social traffic was only at its early stages, and he honed the role like a pro. Andr\u00e9 became a true expert on social traffic. In the second half of 2016, a new independent team was created on Mobidea: the Social Marketing team. The strong analytical skills and the media buying\/business experience make Andr\u00e9 a great expert on the subject. Apart from working, Andr\u00e9 has many different passions. He really loves Astrophysics (where he managed to get a PhD) and he is a History buff. He loves travelling. He also enjoys watching movies with his loved one and sports are a great source of fun in his life! 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