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What do you do when your successful campaign runs out of steam?
Hello guys, just wanted to share some insight into what works for me and at the same time ask what works for you. This is in regards to Google Ads, more specifically Discovery campaigns.
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This is for a dropshipping business that sells kitchen gadgets. We have discovery campaigns for each individual gadget, these have a low tCPA bid, and a budget of around 800$. In the first weeks they do spend most of their budget, with about 100 daily conversions and a CPA of around 8$ resulting in ROAS equal to 400%, an ideal situation really. We call this Phase 1.
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After 3 weeks, Google optimizes these campaigns (obviously), they now have about 40 daily conversions, a CPA of 5$, and only spend about 200$. At this point I tend to raise the tCPA to \~8$ this gives the campaign life for an additional week but then the fall continues. This is where Phase 2 comes in. The campaign now (still has a budget of 800$) spends only 50$ daily with 10 conversions and ROAS can even be upwards of 2.400% – not really ideal though.
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The question is, what is Phase 3? How do you revive this campaign, can you even bring it back to spending 800$ daily with a ROAS of 3,0+?
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To figure out Phase 3 we have tried multiple things, the following had limited success:
1. Raising the tCPA to be just above the minimal ROAS (Works for a short period only)
2. Switching the campaigns to tROAS \~400% (This is Google’s recommendation after 2 weeks, however it gives life for only an additional week).
3. Enabling optimized targeting / expanding the audience (This also gives life for a couple of days only).After all, we are selling popular gadgets with an estimated audience to 2 billion\*, the campaigns should not be running out of people to show the ads to… All of the Discovery campaigns have followed this trend for the past year, but obviously the campaigns are extremely successful for us in phase 1.
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How stupid would it be if removing a campaign and making a copy of it would put it back into learning and the success of Phase 1.
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Anyways… what do you do to keep your successful discovery campaigns alive?
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1 Reply
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Creative refresh?
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