The decline of the old plan of the huge number of thousands of rivers, should it be shut down or optimized?
In the huge number of thousands of advertising projects, each plan has a life cycle, and it is common for old plans to decline. When a program sees an increase in click-through rates but a decrease in conversion rates, should the old program be shut down and replaced by a new workhorse?
First of all, we need to understand that when a program starts to decline, it means that it has finished exploring the target buying crowd and started looking for people of interest, which can lead to a decrease in conversion rates. If this group of people occupies too much consumption of the account, it will affect the account model, and may even lead to a big dive in the overall production.
However, shutting down old programs is not the only solution. In the absence of a new workhorse plan, we can try to extend the life cycle of the old plan through some measures. For example, let go of the directional opening of intelligent volume, increase the price by 5% to 10%, create a new plan, remodel, and replace the content and first image of the product page. All of these approaches have the potential to help revitalize old programs.
However, when the new plan has been started and a declining plan occupies a large amount of weight in the account, affecting the cultivation of the new main plan, even if the old plan is still in production, it is necessary to consider shutting down. What we want is a strong overall running volume of the account, not a single old main plan. Our goal is to be able to run a new plan every day and become the new main plan.
As for whether to shut down the old plans that are in decline, it depends on several aspects.
First of all, it depends on the consumption of the old plan. If the consumption of the old plan is low, you can consider shutting it down. But if the old plan still has a lot of consumption, then observe it again, and maybe it can still run a good effect. For example, if the old plan has 1-2 orders on the same day, and the consumption and ROI are up to standard, then let it continue to run. But if it doesn't meet the standard, it has to be shut down in time to avoid a greater impact.
Second, we have to analyze the reasons for the decline of the old plan. If it's because of the content of the ad, the delivery strategy, or the target audience, then a little tweaking may save the day.
In addition, it depends on the performance of the new plan. If the performance of the new scheme is stable, there is less risk of shutting down the old scheme. If the consumption of the new plan fluctuates greatly, shutting down the old plan may make the overall effect unstable.
Finally, you also have to consider the overall strategy of the account. If stabilizing consumption is more important, the old plan to shut down some of the recessions may be appropriate. If cost-effectiveness is more important, you need to observe how the new plan performs and then adjust the old plan to make the overall performance better.
In short, the matter of shutting down the old plan must be considered comprehensively. If the performance of the new plan is stable and the consumption of the old plan is low, then you can consider shutting down some of the old plans that have declined. However, in practice, it is necessary to constantly adjust according to the market and advertising effect in order to achieve the best results.
Finally, timely detection of the recession plan and shutdown is the habit of daily optimization of accounts that we should develop when we put Qianchuan, but it may be tiring to rely on manual monitoring of multiple accounts, so it is recommended to use auxiliary tools such as Qianbutler to complete the automatic shutdown of intelligent monitoring and low-yield plans.
Can a huge amount of Qianchuan be placed in batches? What kind of tool is Qianchuan Butler?