Campaign Optimization 2019

While I was learning to optimize my campaigns, I noticed two groups of people…

The first group is what I call the “launch and pray” group.

They setup multiple campaigns with the hopes of finding a winner.

If something doesn’t work out almost instantly, they write it off as a loss and move on.

On the other side of the extreme, we have what I call the “snipers.”

They launch a campaign and let it run even if it’s extremely unprofitable.

Usually they “optimize” aka cutting everything not working in the campaign.

Over time, they end up losing a ton of money trying to optimize their selves out of a deep hole.

Now, there is no “best way” for everyone, but the answer that is most likely to get you results lays somewhere in-between.

Each of these strategies has their strengths, but unfortunately, most people take each to the extreme.

Launch And Pray “Optimization.”

The problem with the “launch and pray” method is you’re hoping to discover a winning campaign by throwing shit against the wall to see what sticks with no real strategy behind it.

Honestly, with this mindset you’re not even really a marketer. You’re just gambling trying to find a winner before your funds run out.

This same group of “performance marketers” usually don’t even narrow down their targeting on a campaign and just start running RON out the gate.

By using this method, you’re simply not learning anything.

You’re relying on luck to produce a winning campaign for you.

Now –

Yes, you can find a winning campaign using this method, however, because you didn’t learn anything you won’t know how to improve it.

This will result in the campaign being short lived as you’ll have no idea how to improve it.

Because you’re likely to be launching campaigns non-stop jumping from vertical to vertical, once again you’re missing out on learnings. Not only about that particular campaign but in the entire niche/vertical.

If you are always chasing the next “hot” campaign by jumping around constantly, that means you’re leaving a ton of money on the table.

Just because a campaign isn’t 100% ROI out the gate, doesn’t mean it doesn’t have potential.

The Real Problem

Most performance marketers don’t have much of a strategy when it comes to their campaigns.

Usually, they hear a particular offer is “hot” and try to launch it on whatever traffic source they currently have funds in.

Totally skipping over doing any proper marketing plan.

This lack of strategy and good planning is not how you build a sustainable campaign.

In fact, by skipping over the planning, they’re treating the campaign likes it’s a short term money grab with no longevity.

Instead, they use a collection of tricks that they believe can be used to improve their campaign.

Sniper Campaign Optimization

The majority of my most successful campaigns have been from this methodology.

The only real “con” is initially you will most likely be “losing” money as you work to get the campaign profitable.

This type of optimization isn’t for the weak-minded as regularly seeing an unsuccessful campaign will wear at your patience and motivation.

Before even launching a campaign the “sniper” does their due diligence by understanding not only their offer but the traffic source they’re running on.

They do this by the use of a marketing persona of their target audience.

Instead of running a campaign on RON, they map out several tests that they’re going to conduct with their offer.

• Unique marketing angle – the hook that will capture the visitors interest
• Landing page style
• Target market (Marketing Persona)
• Different placements to run the traffic from