Judging an Ad That's Already Run
For the ad that already ran and left you with numbers and questions. This is for the owner whose campaign underdelivered, or worked once and then faded, and wants to know what the creative got wrong before spending on it again. We read the ad with what actually happened as evidence: which part is pulling its weight, where the funnel is losing people, and what to change for the next run, so the next spend is sharper than the last.
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Judging an Ad That's Already Run
Where people quit your funnel tells you what's broken in the ad.
An ad that gets impressions (times it's shown) but no clicks has a different problem than one that gets clicks but no sales. The stage of the drop-off names the fix.
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Judging an Ad That's Already Run
The two-week ad slump, and how to tell fatigue from a bad ad.
An ad that runs well and then stalls after a handful of exposures per viewer is usually fatigue, not a flaw in the ad, but they look identical on a dashboard and call for opposite fixes.
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Judging an Ad That's Already Run
Which ad metrics actually tell you the creative worked.
Most post-campaign numbers grade your targeting and your budget, not your ad, meaning they tell you who saw it and what you paid, not whether the ad itself worked. Here's the short list that actually tells you if the ...
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Judging an Ad That's Already Run
What counts as a good click-through rate depends on who's asking.
A dentist and a real estate agent can run equally well-built ads and land 4 percentage points apart on click-through rate (the share of people who see an ad and click it), because the benchmark moves by industry, by y...