Scaling is a new test, not a copy of a past result.
After a successful launch, it is natural to increase the budget. But along with the volume, the auction, the venues, the frequency of the display and the composition of the audience change. Therefore, the result of a small test cannot be linearly multiplied by ten.
It is better to consider each significant increase in the budget as a new stage with its own checkpoints.
Set the base before growth
Before scaling, keep the indicators of the current stable period:
- expense;
- clicks;
- registration;
- raw FTD;
- confirmed FTD;
- approval rate;
- cost per confirmed FTD;
- income or NGR, if available;
- Distribution by GEO, sites and devices.
Without such a base, it is impossible to understand exactly what has changed since the increase in volume.
Where the quality begins to blur
| Symptom | Possible cause | Check it out. |
|---|---|---|
| C.T.R. drops. | burnout | frequency, placement, creative |
| Registration CR falls | Changed traffic or landing | device/GEO mix, speed |
| approval rate | The low-quality segment has expanded | SubID, sites, anomalies |
| FTD grows, revenue doesn't | The quality of users has changed | cohort / retention |
| cost rises sharply | The auction does not scale linearly. | CPM/CPC and source limit |
Increase the volume with controlled steps
There is no universal percentage by which it is “right” to raise the budget. The size of the step depends on the amount of data and the sensitivity of the source. The most important rule is that there should be enough time and traffic left after the change to evaluate the new economy.
If you raise your budget at the same time, replace the landing page and launch five new creatives, the source of the change will be unknown.
Cap and conditions must be agreed in advance
A CPA campaign can fall back on a cap, even in a good economy. In RevShare, the composition of the traffic and the long-term result can change. Before a large increase in volume, it is useful to confirm with the manager the available limit, GEO and sources.
It can be scaled not only by budget.
There are several independent areas:
- a new location within the same source;
- the new GEO;
- an additional creative angle;
- another landing page;
- Expand your device or audience.
It is better to mark each direction separately so that a strong segment does not mask a weak one.
Stopping rules
Before the start of scaling, determine which signal will force the budget back: exceeding the allowable cost, falling approval rate, a technical error or achieving a cap. A decision made in advance protects against the desire to “wait a little longer” after data deterioration.
Conclusion
Scaling is the management of quality with a changing composition of traffic. Useful continuations: unit-economics of media buying and 12 Traffic Quality Signals.
