Customer Acquisition · Customer development

Customer acquisition campaigns stalling

Dhruv Vasishtha Product Management at Medidata Solutions

February 28th, 2014

I was optimizing a Google AdWords campaign and had achieved my target cost per install rate. However, even when slowly incrementing the budget, the campaign starting spending less than it had before (was spending $X, now spending $.4X) or varies up and down.

Has anyone had similar issues when running acquisition campaigns or has any best practices they could share?

Thanks!
Dhruv
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Mark Neild Empowering quietly creative people to prosper through innovative yet authentic and engaging business models

March 2nd, 2014

Hi Dhruv There are lots of possible variables here. Without knowing how you have set up your Adwords account it is difficult to offer useful guidance. At the risk of ducking the question, I would suggest that you do a Google search on "Adwords budget not being spent". There are quite a few pages that will give you some areas to look at. Sorry not to be more helpful. Mark

Mark Neild Empowering quietly creative people to prosper through innovative yet authentic and engaging business models

March 1st, 2014

Dhruv Have you tried split testing? Same ads to a different audience and different ads to the same audience? You can also try subtly different text and calls to action to the same audience. What you need is hard data based on varying a single factor. Some split testing results making even a very subtle change can double the response rate, but without experimentation, you will never know which factor is causing the change. Mark

Dhruv Vasishtha Product Management at Medidata Solutions

March 1st, 2014

Hey Mark, have been split testing but pausing lower performance campaigns and reallocating budget to the stronger ones incrementally ($50-$100 a day). My concern however is that the campaigns are not even spending what their previous budget is, could that be day-to-day variability or is there an issue causing my campaigns to not spend.

Dhruv