That’s why you shouldn’t cross the same commodity item in different performances if they have relatively the same signal.
Results of the first example of a product item
Here, for example, we take this product item, it is very bright. It was in four campaigns, it’s available in two campaigns. As if her overall record wasn’t bad enough.
But if we look right now here at the second campaign that she’s in, she’s kind of made 21 conversions in the last seven days, 4.85 profitability – a super result.
In the last 30 days, if you take it, it’s not that great here in profitability somewhere. Well, let’s put it this way, relatively cool somewhere, somewhere quite low, inefficiently.
If we look at this campaign right now, the first one. It’s our top converting campaign, I think it’s this position. Here it is. If I move to the top position I get that just as she started to swing in the second campaign in the first campaign she withered away.
Well, that is, it’s not these conversions plus conversions from another campaign, but when adjusting the increase in profitability in this main advertising campaign, another product position in another campaign completely withered away. That is, in the top one, because of the profitability increase, it got stale, but in the old campaign, or rather in the new old campaign, the opposite is true. The low profitability remained there, it went up.
Results of the second example of a commodity item
You can see the same thing in another product item. Here, for example, let’s take this product. Let’s take, for example, here’s the third campaign. He’s active in three campaigns.
He just went on this block for one simple reason. That is, before that, this fellow had not been shown at all, absolutely. He didn’t show at all until they started to increase profitability in those top campaigns. So in this campaign I would suspend this product position, because here now is not a super cool result in terms of profitability, we need to go higher. It’s 5.25. Two conversions. So I’d stop her here.
Let’s see what others are doing. Let’s take this second campaign, in which this product item also worked. What’s going on here? We have just in the last seven days, you see here it dropped in clicks. Here it had an interval of some activity because it started to go up in profitability. But there’s only eight, maybe nine conversions. 2.56, that’s 100% where it stops.
And here’s the top ad campaign where it generates the most conversions. As soon as we raised the profitability – that product stopped converting. That’s what happens, although the overall profitability is quite good. But in this campaign, when the client raised the profitability to 400%, this product position stopped working here. And it was pulled into other campaigns.
Results of the third example of a commodity item
Let’s take a third position. They say that once is a coincidence, twice is a coincidence, and the third time is a pattern. That’s what we have here – two. Let it be this campaign. In the same way – we take this product item, we go here, we look at it.
It’s actually failing in profitability here. No, it’s not 4.78, it’s only 2.09. That’s a pretty good result for this product line. There was only one day in this campaign where there was something super. This campaign is still considered effective for this product line.
We take a top advertising campaign, and here it is just the opposite. After starting to increase profitability, this product position is no longer effective. For example, in this case in this top campaign it is worth excluding this product position unlike other campaigns.
Conclusion why it is not necessary to cross goods between each other
That’s why you should avoid crossing products between different performances, unless you stick to a certain prioritization in displays. Prioritization in shows with the same targeting if you don’t do a product-by-commodity analysis. This is the difficulty of such projects.
