COMPARISON OF AUTOSTRATEGY AND MANUAL BETTING CONTROL
Nov 9, 2024 21:40:20 GMT -8
Post by moon125 on Nov 9, 2024 21:40:20 GMT -8
Using the example of the "Gold Purchase" project, I will tell you how campaigns with automatic strategies and manual control behave.
The buying niche is a highly competitive niche, and if you are not at the top, there will be no sales (meaning purchases). Competitors are quite aggressive and, of course, you can't lag behind.
As a test, the client and I decided to copy the main shopify website design search campaign and launch it with the "Conversion Optimization" auto-strategy with payment for conversions. In parallel, the campaign was running on manual control. That is, it turned out to be an A/B test, but not with a Yandex tool, but in a home-made way.
No additional limiting settings were set; Direct regulated the click price independently.
As a result, after 5 months of operation, the campaign was shut down.
Why?
Firstly, the training takes too long.
The recommended training time is 2-3 weeks. In fact, the RK was trained for more than a month and there were constant failures in the strategy, despite the fact that the condition of "10 conversions per week" was met.
It often happened that the strategy was trained by the end of the week, and on Monday the status was again "Training", although no changes were made. Yandex support could not give a clear answer.
Secondly, budget overruns.
One time the overspend was 60,000 rubles. That is, on Friday we replenished the balance by 80,000 rubles, and on Monday they were gone (in addition to this campaign, there are others).
The client is shocked, we are shocked, the support response is "it was a coincidence."
A click can happen today, and a conversion in 21 days, and the money will be written off! We knew about it, but in reality it became a big nuisance.
Thirdly, there are few conversions.
There were many impressions, many clicks, and conversions. But the manual campaign resulted in more conversions overall with a lower CTR.
Even the "Pawn Shop" campaign (related queries, designed for those who do not know the difference between a buyback and a pawn shop) brought in more calls than the auto strategy.
2-comparison-of-the-results-of-manual-management-and-autostrategy.png
Results
The price of the target on manual control is higher, but the work of the advertising campaign on the CPC model is more stable. The advertising campaign on the CPA model is absolutely unpredictable.
3-statistika-po-rk-kotoroj-upravlyalos-vruchnuyu.png
4-statistika-po-rk-kotoroj-upravlyala-avtostrategiya.png
The tool, as stated by the platform, is capable of increasing the number of conversions several times, but our experience suggests that it is necessary to test different approaches and choose the optimal one.
The buying niche is a highly competitive niche, and if you are not at the top, there will be no sales (meaning purchases). Competitors are quite aggressive and, of course, you can't lag behind.
As a test, the client and I decided to copy the main shopify website design search campaign and launch it with the "Conversion Optimization" auto-strategy with payment for conversions. In parallel, the campaign was running on manual control. That is, it turned out to be an A/B test, but not with a Yandex tool, but in a home-made way.
No additional limiting settings were set; Direct regulated the click price independently.
As a result, after 5 months of operation, the campaign was shut down.
Why?
Firstly, the training takes too long.
The recommended training time is 2-3 weeks. In fact, the RK was trained for more than a month and there were constant failures in the strategy, despite the fact that the condition of "10 conversions per week" was met.
It often happened that the strategy was trained by the end of the week, and on Monday the status was again "Training", although no changes were made. Yandex support could not give a clear answer.
Secondly, budget overruns.
One time the overspend was 60,000 rubles. That is, on Friday we replenished the balance by 80,000 rubles, and on Monday they were gone (in addition to this campaign, there are others).
The client is shocked, we are shocked, the support response is "it was a coincidence."
A click can happen today, and a conversion in 21 days, and the money will be written off! We knew about it, but in reality it became a big nuisance.
Thirdly, there are few conversions.
There were many impressions, many clicks, and conversions. But the manual campaign resulted in more conversions overall with a lower CTR.
Even the "Pawn Shop" campaign (related queries, designed for those who do not know the difference between a buyback and a pawn shop) brought in more calls than the auto strategy.
2-comparison-of-the-results-of-manual-management-and-autostrategy.png
Results
The price of the target on manual control is higher, but the work of the advertising campaign on the CPC model is more stable. The advertising campaign on the CPA model is absolutely unpredictable.
3-statistika-po-rk-kotoroj-upravlyalos-vruchnuyu.png
4-statistika-po-rk-kotoroj-upravlyala-avtostrategiya.png
The tool, as stated by the platform, is capable of increasing the number of conversions several times, but our experience suggests that it is necessary to test different approaches and choose the optimal one.