When Ad Results Drop, Do You Change the Image or the Copy First?

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tinybucket

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Sometimes an ad starts getting fewer results, and I am not sure what to change first. Should I try a new image or video, or change the ad text and headline?
changing everything at once makes it hard to know what helped.
what you guys usually change first when an ad starts doing poorly?
 
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I analyze performance first, followed by checking the image or copy to determine the cause of decline.
 
If the same ad worked well before, compare the old and new audience results before changing the creative.
 
for lead campaigns i tend to look at the headline before the image, since the promise is what gets the click. wonder if people running ecom see it the other way round.
 
if the ctr is holding and results drops then it's neither, the problem is after the click
 
I usually test a new creative first bro, changing one thing at a time makes it much easier to see what actually working.
 
tinybucket said:
Sometimes an ad starts getting fewer results, and I am not sure what to change first. Should I try a new image or video, or change the ad text and headline?
changing everything at once makes it hard to know what helped.
what you guys usually change first when an ad starts doing poorly?
Click to expand...
I look at the data before changing anything. If the ad gets impressions but few clicks, I test the creative first.
 
If the offer is still getting attention but sales are down you should check the landing page before blaming the creative.
 
For me it depends on the CTR. If thats dropping, I try a new image first. If clicks are fine but sales are down, then I look at the page and copy.
 
God Ads said:
For me it depends on the CTR. If thats dropping, I try a new image first. If clicks are fine but sales are down, then I look at the page and copy.
Click to expand...
Yeah, that’s how I would go about it as well. If there is a case where CTRs remain constant but conversions fall, I would first look at the landing page and the traffic.
 
tinybucket said:
Sometimes an ad starts getting fewer results, and I am not sure what to change first. Should I try a new image or video, or change the ad text and headline?
changing everything at once makes it hard to know what helped.
what you guys usually change first when an ad starts doing poorly?
Click to expand...
I normally review the CTR and frequency before making any changes if the clicks are falling, it was most likely creative fatigue but if the clicks are okay and conversion rates dropped id review the LP first.
 
Check if your cost per click has gone up recently. More expensive clicks can affect your results even if the ad itself has not changed.
 
I look at waht competitors are doing lately. If everyone is pushing a similer offer, a small change in angle can make more difference than a new image.
 
Depends on where the drop is happening tbh. Low clicks usually point to the creative, while poor conversions can be a copy or landing page issue. I wouldnt touch everything together.
 
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