Up front, set expectations with

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This is because digital advertising platform campaigns have what is called the “learning phase” for new creative. During this time, the delivery system — the machine — still has a lot of data to collect to “learn” about how to best deliver your ad set. So, during that time, performance will be volatile and cost per result will be higher. You should expect it to take up to three months for your campaign performance to normalize and your campaigns to exit the “learning” phase.


Up front, set expectations with your stakeholders so they DON’T expect Israel Mobile Number List instant magic. Step : Make a Transition Plan Do create a careful transition plan, especially for a major overhaul. I’ve broken this down further into three key components. Time it right. We intentionally timed our implementation during a slower period for recruitment. For us, this meant we started the process in January and completed it by EOM February so that the new creative could be fully in place for the Fall recruitment cycle. Implement new creative alongside existing ads. Rather than creating all new campaigns in our existing ad platforms, we implemented new ads while they ran alongside the older assets for some time.





This allowed the ad platforms to begin serving the new ads, collect performance data, and learn how to deliver those ads to the audience best. In doing so, we were able to mitigate an immediate negative impact and continue to recruit new prospects into the pipeline. Pause old creative based on data. Then, we paused the old ads when we saw the new ads were converting at a comparable cost per conversion. Resist the urge to drop your old creative cold turkey, even if you do feel it is fatigued. Step – Set Short and Long-Term Metrics-Based Goals Set short and long-term goals for how you want the new creative to impact performance.