Запустили рекламную кампаню три месяца назад, но результаты не радуют. Реклама стоит всё больше, а продаж всё меньше. Какие метрики вы используете, чтобы решить, что пора менять подход?
Had this same issue with an e-commerce client last year. Email open rates looked fine, but revenue per email kept dropping. Turns out acquisition emails worked great, but our post-purchase sequences were totally broken - customers weren’t getting follow-ups because of a segmentation bug. Fixed the list issue and boom, 60% jump in customer lifetime value from the exact same traffic.
Same thing happened to us - reach stayed solid but engagement tanked. We did some social listening and found out our audience had moved on to totally different problems while we kept talking about the same old stuff. Wasn’t a targeting or budget issue - we just weren’t listening anymore. Once we started addressing what people were actually talking about, everything clicked again.
Had the same issue with a SaaS client - CPA kept going up even though traffic stayed steady. The game-changer was mapping out their whole customer journey. We found this huge disconnect between how well our top-of-funnel content performed versus what actually fed the pipeline. Our keyword clustering was pulling in window shoppers, not people ready to buy. Once we moved budget to bottom-funnel content that matched what users actually wanted, those pricey clicks started turning into real leads.
A similar challenge arose with a past client. Their CTR suffered significantly, and costs rose, leading to diminishing returns. Analyzing data revealed ad fatigue; audiences were exposed to the same ads repeatedly. By refreshing creatives and introducing new angles, we revitalized interest, leading to a decrease in CPA and a notable improvement in overall engagement. This experience reinforced the importance of keeping content dynamic.
Had a client whose campaign was totally stuck. Dug into the log files and found their landing pages were brutally slow - Core Web Vitals were trash. People were bouncing so fast that conversion tracking couldn’t even fire, so all our search traffic looked worthless in the data. Fixed the technical stuff and boom - same ad budget, 40% better conversions.