anyone else seeing push creative lifespan just collapse. a year ago a decent angle would run a week or two before ctr fell off. now im lucky to get 3 days before it craters and i have to rotate. im producing creative faster than i can test it properly which means im probably killing winners too early just to keep the machine fed. is this just list fatigue from everyone blasting the same networks or is something else going on. starting to think the networks are rotating subscribers harder than they admit.
its fatigue plus the networks cleaning dead subs faster, so the fresh part of the list sees your ad once and youre done. we started making 4 variants of every winner at launch instead of waiting, just swap the creative not the angle, and it stretched things out.
variant swapping at launch helped us too. also try capping frequency at the network if they let you, 1 per 24h. sounds like it should kill volume but it extended lifespan a lot for us, people stop seeing the same ad five times and tuning it out.
freq cap is interesting, i always assumed more impressions equals more money and never capped once. will try 1 per 24 on a test campaign and see.
the other half of this is your lander going stale, not just the creative. sometimes the push creative is fine and the lander ctr is what actually died. check the two separately before you throw away a good hook, you might be burning hooks that were never the problem.
this exactly. i burned three good angles before i realized my lander was the dead part. swapped the hero section and the dead angles came right back to life. embarrassing in hindsight.
noob question but how many variants is too many to run at once, dont you split your data too thin to tell whats actually winning
4 to 6 is the sweet spot for us. more than that and yeah you cant tell whats winning before it all fatigues anyway, youre just making work. start with 4.
ran a 1 per 24 cap overnight on one campaign, volume down about a third but ctr held and the creative is still alive this morning which it absolutely would not be normally. small sample but promising, going to let it run the week.
the creative vs lander split is the one i always forget to isolate. built a habit of keeping one control creative running untouched so when ctr drops i can tell if its the whole campaign aging or just the new angle. without a control you cant separate the two and you end up blaming the wrong half.
subscriber list age is the hidden variable nobody controls for. a push list thats mostly six month old subs is exhausted no matter how fresh your creative is. i started asking networks for the sub age distribution and the ones quietly selling me old lists explained a lot of my fast burn.
measure lifespan by impressions to the fresh segment, not by calendar days. three days on a fast cleaning list is a totally different amount of exposure than three days on a slow one. once i switched to an impressions based view the creatives werent dying faster, the lists were just churning through them quicker.
asking for sub age distribution is a great idea i never thought to request. if half my volume is stale subs that reframes the whole thing, im not making bad creative im buying tired eyeballs. going to ask both my main networks and i probably wont love the answer.