🚀 Mastering the art of scalability - Our agile approach to scaling

Scale with precision and minimal cognitive load 🎯                                                                                                                                                                                                                                                                                                                                                                                                                 February 26, 2024 | [Read Online]( [fb]( [tw]( [in]( [email](mailto:?subject=Post%20from%20Inceptly&body=%F0%9F%9A%80%20Mastering%20the%20Art%20of%20Scalability%20-%20Our%20Agile%20Approach%20to%20Scaling%3A%20%0A%0Ahttps%3A%2F%2Finceptly-agency.beehiiv.com%2Fp%2Fmastering-art-scalability-agile-approach-scaling) Mastering the art of scaling offers on YouTube requires a blend of strategic insight, data-driven decision-making, and creative innovation. This is how we turned the game of optimization at scale into a crystal-clear methodology, using these 4 strategic phases: - Pause, - Launch, - Scale, and - Decrease. Author: Mirna Peric, Lead Media Buyer This framework enhances our capacity to scale with precision and minimal cognitive load. Start each day with a thorough review of the previous day's data. This isn't just about checking if numbers are up or down; it involves an in-depth analysis aimed at understanding the 'why' behind performance trends. Use tools like Google Data Studio for custom reporting, combined with Google Analytics, to gather insights. Want to brainstorm with us on new ways to scale your business with YouTube Ads (and other performance video platforms)? Join us for a free YouTube ad brainstorming session here: [👉 Book a call]( Let’s look into these two scenarios: Scenario #1: Addressing bad performance - Delivery issues: If your ads aren't being served as expected, first check your targeting settings and bid amounts. Adjusting your bids can be more of an art than a science. For instance, if you're targeting a highly competitive segment, a slight increase in bid (e.g., 5%-10%) might be necessary. However, always compare this against your CPA to ensure it remains viable. - Handling high CPA/low ROAS: Dive into the analytics to pinpoint exactly which ads or videos are dragging performance. Don't rush to pause them based on a single day's data. Look at trends over the last 7 to 14 days. If an ad's performance is consistently below par, then consider pausing or adjusting it. Analyzing performance trends over these extended periods allows for a more nuanced approach rather than making knee-jerk reactions based on a single day's data. Example: If an ad campaign showed a CPA of $50 against a target of $30 but fluctuated within a closer range of $35 over the past 14 days, a strategic decision might involve adjusting rather than pausing, aiming for gradual improvement. Scenario #2: Leveraging good performance For well-performing campaigns, consider your next moves carefully: - Identifying the right moment to scale is as much about the numbers as it is about strategic foresight. For campaigns under $2,000, a 20% daily budget increase can be a bold yet calculated move to capitalize on the momentum, whereas, for campaigns above this threshold, a more cautious approach of increasing the budget gradually every 2-4 days helps in maintaining performance stability. - Expanding winning strategies: For ads that are performing well, start testing them in different audience segments. This could mean targeting new geographical areas, demographics, or interests that align with your ad's message. Reacting fast and efficiently with a structured testing approach - Use a structured approach for A/B testing by changing one variable at a time (e.g., headline, call to action, or visual elements) and measure performance against a control group. This method provides clear insights into what changes are driving improvements in performance. - For a new creative test, if the CPA is 30% lower than the control group's CPA after a spend of 10x your tCPA consider the new creative successful and phase out the lower-performing variant. Optimizing test phases: - Day 1: If the CPA is 50%-100% over your target, consider pausing the test. This quick decision can save the budget for more promising tests. - Days 1 and 2 combined: If the CPA is still 20% over the target after two days, it's likely not going to improve without significant changes. Pause and reevaluate. - After 5 days: A stable CPA after five days indicates a successful test. You can remove the "test" label and fully integrate this ad into your campaign mix. Practical examples: - Budget adjustment: If a campaign is spending $1,800 and achieving your desired ROAS, applying a 20% increase to $2,160 the next day is a calculated risk that can pay off, provided you continue to monitor performance metrics closely. - Testing benchmark: Suppose you launch a new creative and it shows a 30% improvement in CPA compared to your control group after spending an amount equivalent to 10x your target CPA. This is a strong indicator of success, and you should consider scaling this creative while phasing out lower-performing ones. By adopting a meticulous, data-focused approach to analyzing and adjusting your YouTube campaigns, you move beyond basic strategies into advanced tactics that can significantly improve your advertising ROI. This methodology requires a deep understanding of your performance data, a willingness to test and learn, and the agility to pivot based on what the data tells you. Mirna Peric, Lead Media Buyer Mirna is a top-notch Media Buyer with years of experience and millions of dollars in revenue-generating ad spend to prove it. Her insatiable curiosity combined with a strategic mindset helps her stay ahead of the game when scaling our clients' offers. 💌 Like this newsletter? Let's continue the conversation! Get in touch with us by responding to this email or tagging us on [LinkedIn]( or [Instagram]( and sharing your thoughts. Your feedback helps us keep our newsletter relevant and interesting. - This newsletter is brought to you by - Inceptly: the performance video ad team behind $950M+ in direct response revenue Inceptly High-Performance YouTube Advertising Agency Inceptly builds YouTube ad creatives & manages over $5M/month in YouTube ad spend for companies like ClickFunnels, Descript, MindValley, Advanced Bionaturals, Organifi, and many more. [Find out more at Inceptly.com]( Are you spending over $1K/day on ads and looking to scale your business with YouTube ads? Schedule your free performance ad brainstorming call here: [👉 Book a call]( [ig]( [in]( Update your email preferences or unsubscribe [here]( © 2024 Inceptly 2407 Ward Road Sacramento, California 95827, United States