So after launching the campaign, you see how some days the number of leads goes up, some days go down. The campaign manager's goal is to optimize the campaigns and ads to push forward amazing results. However, you’ll always see the line graph of new leads as a roller coaster. Some days you'll generate 27 leads and others only 5 and that’s how your chart will look like a beautiful roller coaster. 🎢
Is that good or bad?
You might think it is unusual that the results are not linear all the time; however, it is more common than you might think. The roller coaster idea will make your expectations to be as realistic as possible by not being frustrated in case you see great lead generation results, and the next day see a significant drop of newly created leads. In other words, it is ok to not generate a lot of leads every single day. You may have great results and also really bad ones. The most important thing is to be focused on the overall performance.
One of the best ways to optimize ad and campaign performance is by A/B testing. On the ad level, you can A/B test by testing 2 designs and discover which one was the most effective one. To read more about A/B testing, you can check my other post focused on A/B testing.
Now if the ads suddenly are underperforming or not achieving the wanted results, then consider making changes in the ads, or the campaigns. One of the concepts that I learned over the years is for example "Ad fatigue", meaning if you are targeting a very narrow audience (e.g. retargeting website visitors). Your audience will be too small, the ad frequency will be high (the frequency of displaying an ad to the same audience), and the audience will be "tired of seeing the same ad over and over again". This will make them feel bored of watching the same content several times and therefore, less likely to be engaged in your ad and also not want to click but to keep scrolling over your ad to see something new and more exciting.
Be aware of ad fatigue, make changes in the ads if necessary, A/B test, and do not be frustrated if the lead generation linear graph looks like a roller coaster. Focus on the message, the audience, and the design and do not see the short-term results.
Finally, let me add that you have to try to understand what is making the numbers go down to avoid replicating bad results. However, no matter how volatile your roller coaster lead generation graph looks like, my advice is for you to enjoy the ride and try your best to reach the highest peaks of great new leads.
If you have any questions, feel free to ask me at firstname.lastname@example.org.
Also, please feel free to share your thoughts or comments, do you agree or disagree with this point of view?
Thanks for reading!