When ads stop performing, pause them for a few weeks then relaunch. The speaker's older ads often regain strong performance after rest, so he reviews past campaigns to find creatives that hit their KPIs before and gives them another shot.
Sometimes what I've noticed is that creatives will fatigue, but then if you put them to rest, then you launch them a couple of weeks later or maybe a month later and boom, it starts performing right away. It happens a lot with my old ads that I launched maybe at the beginning of last year, right? I launched those ads. They, you know, they work for a little bit, maybe for a month, for a couple of months, whatever. And then I had to turn them off. Because the performance didn't work. But at that point, they did well. So I give them another shot this year, and boom, all of a sudden they start performing, right? So, so there's a couple reasons why I would go back through the history of the campaign. I will try to graduate things that might have worked before that for some reason they fell out of KPI, if that makes sense.
