I think we overreact to a sudden drop in ad performance

Last Tuesday in Chicago, my best-performing campaign's CTR tanked from 4.2% to 0.8% overnight, but I just paused it for 48 hours and it bounced right back. Has anyone else found that sometimes the algorithm just needs a quick reset instead of a full creative overhaul?

3 comments

3 Comments

the_zara2mo ago

Pause it for a day or two, it works more often than you'd think. I had a conversion campaign do the same thing last month. The data gets messy and the system starts showing your ads to the wrong people. A full stop lets it clear its memory. Just duplicate the campaign before you turn it back on, that way you keep the old social proof.

simonh742mo ago

Clear its memory" is just a fancy way of saying it needed a nap.

miles722mo ago

Used to think the whole "clear its memory" thing was just marketing talk until my best performing search campaign totally stalled. Watched it spend a budget for three days showing my hiking boots to people searching for rain boots, which is just wrong. Paused it for 48 hours, duplicated it, and restarted the fresh one. The new campaign immediately went back to finding the right hikers. Sometimes the algorithm just gets stuck in a bad loop.