How do you decide what creative to test next when CTR is high but CPA is bad?

[QuantumWolf99]

High CTR with bad CPA means the ad is attracting clicks but the landing page or offer is mismatched with what the creative promised… test the landing page next, not more creatives. The creative is doing its job, the funnel after the click is broken.

[jessebastide]

You can get more directional signals by looking at page engagement post click.

High bounce rate? Then yeah, likely a mismatch between the ad and the lander. Focus on AB testing the landing page.

Good on page engagement but low conversions?

You might need to tweak your very bottom of funnel and / or offer.

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You can test creative as well, in which case I’d focus on

1. Creative that you see has a clear connection to the lander (low friction, obvious value to the consumer). Ideally it all does.

2. Find 2-3 angles that are grounded in customer pain points / big desires. If one of those shows better on page engagement than the rest, you’ve got a signal to lean into.