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
Decrease
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.
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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.
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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.
Want to brainstorm with us on new ways to scale your business with YouTube Ads (and other performance video platforms)?
Book a free YouTube ad brainstorming session with us here: 👇
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