Cubatica is a marketing agency in Australia that serves various clients with budgets ranging from $100,000 to over $1 million in ad spend per month.
One of the company’s departments works with an in-house team of traffic managers who run offers as affiliates, including being top affiliates on various networks.
The company already runs several successful campaigns, routinely generating over $100,000 in profit every month.
The challenges:
- The company already generates significant revenue with an ROI of 30% to 50%, so the challenge is to continue growing.
- Being dependent on the Facebook platform, almost every month there was some banning process, and many accounts were frequently suspended.
When we started this work, the company was already investing an average of $10,000 to $50,000 per day in various offers, reaching peaks of over $100,000 invested per day.
In situations like this, it is not always easy or logical to establish a path to continue growing steadily, especially because there is already an established process that generates consistent results.
Business Manager Contingency Structure
Optimizing Tests
Optimizing Scale
After finding a creative with good performance, the scaling process can happen in various ways and configurations, and depending on the time of year, one configuration may work better than another.
After finding the top-performing creatives and being able to maintain profit at scale (creative tests typically run at $500/day, and scale tests start at $2,000/day), we move on to the process of expanding to other countries.
Previously, the company ran a single campaign for all countries, but Facebook always prioritized only one or two, and we couldn’t achieve the scale we needed consistently.
So we started creating separate campaigns for each country and analyzed the times of best performance to determine if the campaigns are worth running 24 hours a day or if it’s better to run them only at certain times of the day.
Depending on the campaign, we also conduct tests targeting different ages and genders, with some pleasant surprises.
This was a lengthy process, but it brought two significant benefits: stability and consistency in scaling.
With Facebook’s numerous advertising restrictions, we need to be creative to continue reaching our target audience.
But remember that Facebook operates on “engagement”.
Even if your audience is more restricted, a message that resonates with them will help Facebook “learn” who your target audience is and show the ads to them.
