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When do you stop split testing and start scaling? (7)

07-01-2018 07:06 AM #1 jabong82 (Member)
When do you stop split testing and start scaling?

So I'm trying to plug the leaks in my Adult Dating campaigns and really get back to fundamentals. One issue I'm having is scaling.

I think I often try to scale too quickly with only a "marginally profitable" campaign, and I need to get things really really solid before scaling.

But how do you know when you have a "solid" funnel and can start scaling?

Are you strictly judging by some arbitrary ROI? Or is it when you can throw just about any sort of banner up and your funnel will be profitable?

When do you feel like a funnel is good enough to scale?

Thanks in advance.

07-01-2018 10:08 AM #2 mihalis09 (Member)

You do not scale a "marginally profitable" campaign. You first focus on taking the ROI from 10% to 50 or 100%.

A "solid" funnel is only judged by the bottomline. How much you making? How much you spending? Give me a shitty landing page that converts on a good offer and however "unsolid" or improvised it looks from the outside I will run it all day.

07-01-2018 10:40 AM #3 jabong82 (Member)

Quote Originally Posted by mihalis09 View Post
You do not scale a "marginally profitable" campaign. You first focus on taking the ROI from 10% to 50 or 100%.

A "solid" funnel is only judged by the bottomline. How much you making? How much you spending? Give me a shitty landing page that converts on a good offer and however "unsolid" or improvised it looks from the outside I will run it all day.
I should've clarified my question, I mean say for example you're only at 15-20% ROI.

Well if you're running in a Tier 1 GEO, that may be all the ROI you can squeeze out of it, but how do you determine that's as far as you can take it?

It's unlikely (at least I think) that you're gonna get to 50-100% ROI in the larger geos.

For example right now I'm on a fairly high volume US spot running at 15-20% ROI, at what point do you stop testing headlines, images, angles etc. and be like "this is as far as I can take this".

Hopefully that makes sense.

So when are you "satisfied" that this is the furthest you can take the funnel?

07-01-2018 11:27 AM #4 mihalis09 (Member)

"but how do you determine that's as far as you can take it?" <- Experience. Trial and Error. If you are new you might need to make hundreds of combinations of image/headline/landing pages to get something to stick. As you gain experience in this niche and type of campaign those should be narrowing down by a lot. I have a winning landing page and a type of copy that works and I usually test just a few images to get a winning one because Iv run this before again and again and have an idea of what works. When banner blindedness sets in I'll play with headlines and throw in couple more imgs to keeping CPCs low enough.

"It's unlikely (at least I think) that you're gonna get to 50-100% ROI in the larger geos" <- not unlikely at all

07-02-2018 01:02 PM #5 matuloo (Legendary Moderator)

I use a different approach from mihalis09 ... I (we) do try to scale everything that reaches profit. If it shows 10% profit on some source/placement, chances are it can perform better on other ones, or not. I won't know until I try it. Not sure if mihalis was talking about adult dating, but I have the same experience as jabong ... it's virtually impossible to reach 100% profit in a large GEO in adult dating when running at some decent scale. Of course it happens with some spots, but when running on the major adult tubes ... it's not possible.

To be honest, we rarely test something in just one spot, then waiting for it to reach profit, then scaling ... usually we start on several spots straight away, then if it looks good, we try to find all the traffic we can for it. Mainly because in adult it all tends to die rather fast so I don't want to waste time.

07-02-2018 01:30 PM #6 mihalis09 (Member)

@matej yeah Im actually talking about my experience on Facebook only and reaching 50 to 100% on Tier 1 geos is definitely possible if you run aggressive. If I have a 10% ROI camp and try to scale it will certainly go to negative but since you are referring placements, you make an excellent point here because yes, if I dive for instance on Android phones that run on WiFi and then see that Chromium does way better than other browsers or Mondays and Thursdays are crushing it, automatically then you can create a new camp here that gets to pretty healthy ROIs with this data but you sacrifice volume. So for me it is a balance of having something rather steady for the longer run with higher volume or lower volume and higher ROI.

07-02-2018 11:10 PM #7 matuloo (Legendary Moderator)

Quote Originally Posted by mihalis09 View Post
@matej yeah Im actually talking about my experience on Facebook only and reaching 50 to 100% on Tier 1 geos is definitely possible if you run aggressive. If I have a 10% ROI camp and try to scale it will certainly go to negative but since you are referring placements, you make an excellent point here because yes, if I dive for instance on Android phones that run on WiFi and then see that Chromium does way better than other browsers or Mondays and Thursdays are crushing it, automatically then you can create a new camp here that gets to pretty healthy ROIs with this data but you sacrifice volume. So for me it is a balance of having something rather steady for the longer run with higher volume or lower volume and higher ROI.
Yup, I knew you weren't most likely talking about adult specifically ... facebook is a different beast, thanks for sharing your experience. I also literally love "small" campaigns with massive ROI, but there are hard to find

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