Mastering Media Buying: The Descaling Challenge Explained

Hey there

In the real world of advertising, sometimes pulling back is the most brilliant move. When you’ve launched an extensive holiday season campaign, but it's not hitting the mark, you might decide to descale instead of throwing more money at it.

This could mean shifting resources to ads that are performing better or putting the holiday campaign on hold until the market is more favorable.

But you might wonder, "Why would I want to descale?" Well, talking about descaling is crucial because it's a reality we all face but often avoid discussing.

Knowing when and how to dial back your ad campaigns can significantly impact your overall strategy and success. It’s like knowing when to hit the brakes and when to accelerate.

Addressing the Most Generic Approach First

Remember, descaling isn’t just about cutting back; it’s about being intelligent and strategic. If you’re sailing a ship and the wind suddenly changes direction or a storm hits, you wouldn’t keep sailing the same way, right? You’d adjust your sails and course to stay on track.

The same goes for your ad strategy. If there’s a sudden shift in consumer behavior like a new trend popping up or an economic downturn, you need to adapt quickly. This might mean trimming the budget for specific campaigns or hitting pause on others to focus on what’s working now. It’s about steering your ship in the right direction, even when the waters get rough. But there is something more interesting that I want to reveal now. 

The dumbest approach is to sort your ads by Return on Ad Spend (ROAS) and shut down the ones with low ROAS. But trust me, this isn’t descaling your ad account; this is murdering it. Simply cutting off underperforming ads based on ROAS alone doesn't consider the bigger picture and can do more harm than good.

First, there are two crucial metrics you should constantly monitor:

1. Cost per Purchase (CPP): This metric tells you how much you spend to get a customer to buy something. It's a direct indicator of how efficiently your ads are driving purchases. Keeping an eye on CPP helps ensure your ad spend is practical and within budget.

2. Purchase Volume/Number of Orders: Look at how many purchases each ad or ad set has generated in the last 30 days. This gives you a clear picture of which ads drive sales and which don't. By tracking purchase volume, you can make more informed decisions about where to cut back without completely shutting down potentially valuable ads.

Why ROAS Isn’t the Best Metric for Descaling?

ROAS can make your performance look impressive, but it's often misleading. It’s like looking at the highlight reel of a sports game without seeing the whole match. A few high-value orders can quickly increase ROAS, giving you a false sense of success. I suggest focusing on Cost per Purchase (CPP) because it provides a clearer picture. It shows how much it actually costs to get each customer without being influenced by occasional big sales. 

Another vital thing to consider is how long your ads have been running. Think of your long-running ads like experienced team members. They've been around, consistently delivering good results and collecting valuable data. Before cutting these ads, remember their strong track record and the insights they offer. The following three points worked wonders for me, and I hope you can follow them, too.

Tackle Bid Caps and Cost Caps First

Bid caps and cost caps are helpers when you're growing bigger with your ads. They're like domesticated wild horses. They're fantastic when you keep them in check, but they can be unstable and spend too much if you don't watch them closely. To get things back under control, start by fixing these wild campaigns. This will stop you from spending an extra penny and keep your ad account steady.

Gradual Adjustments for Stable Campaigns

When you have campaigns that are working well, take your time to stop them. Think of managing them like doing a careful surgery. You need to be exact and cautious. Instead of making significant changes, try lowering budgets for specific ads across your account. Cutting back too much or only focusing on the best ones might harm your account later. After adjusting budgets, slowly stop the ads that aren't doing as well. 

The Power of Retargeting Campaigns

Retargeting campaigns demand little attention or budget. They are like the seasoned players on a team, patient and strategic. Their job is to bring back those who had shown interest but had not entirely committed. So, if your retargeting campaigns use less than 30% of your ad budget, keeping them the same is best. They can work even better if you reduce spending on top-of-funnel ads. Retargeting can be more effective with fewer ads shown to the right people. 

The Golden Rules of Descaling an Ad Campaign

Now, I will give you the golden rules for descaling an ad campaign. I hope you'll apply these methods in your next descaling journey. 

Rule #1: Gradual Budget Cuts

When you chop off too many plant branches at once, you risk damaging the plant’s health. The same goes for your ad campaigns. Instead of cutting the entire budget in one go, take it slow and spread the process over 3-5 days, if not more. This gradual approach lets you see how changes affect your performance and account for late attribution.

Rule #2: Keep Emotions Out of It

I understand you’ve poured your heart and creativity into a campaign that looks fantastic. But if it’s not performing, it’s time to trim the fat. The same applies to your ad creatives and campaigns. If they’re not bringing in the results, you must make the tough call and cut them loose. This way, you can focus your resources on what’s working and driving your success.

The Final Thought

I hope now you understand why descaling is such an essential and challenging part of media buying. Making the right decisions requires careful strategy, patience, and a keen understanding of your ad metrics.

By approaching descaling thoughtfully, you can optimize your ad spend, maintain performance, and set the stage for future growth. 

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