Fast Scale Case Study: B2C Software
We scaled a leading B2C software company that was one of the fastest growing software companies on the planet. Our focus was on helping them to become an industry leading software company and scale their social media presence as soon as possible.
We started testing different creatives at $300 a day adspend and were able to scale to $10,000 a day in adspend in a matter of 2 days and then $15,477 in 3 days. We eventually had to slow down for the client to handle technical issue by end of the first week.
At the beginning of the second week we again implemented our fast scale strategy this time from $7,000 a day in ad spend to $18,500 a day ad spend in 3 days maintaining a stable CPA throughout.
This software client is offering and constantly developing new tools to keep their users safe from potential threats.
Covering all your devices, iPhone, iPad, Android, Mac and Windows gave us broad targeting options in which we were able to scale quickly without compromising on quality of traffic and CPA.
With thousands of happy Trustpilot reviews we were able to leverage this social proof to get ahead of the competition quickly. Along with our secret sauce of how to scale quickly, we were able to achieve some great success in a very short period of time.
The client instructed us that we can scale as quick as we can as long as we keep CPA under $45. Given we had just entered Q4 we wanted to prep with an engaging creative so we can win and compete in the auction. We prepped 40 different creatives and placed them in 5 separate dynamic creatives which allowed us to test the winning combination of text, headlines and creatives.
The client was looking specifically for installs/purchases and no social engagement so the plan was to immediately start with a conversions campaign.
Before they came to us they had little experience with advertising on FB and IG and doing that internally to a small success. They were seeing some results but not at high spend and consistency (probably given the Facebook volatility).
They had prepared different landing pages which helped us to find the winning one as well increasing our chances of success.
The Quick Scale
Given that we had all the critical assets in place we were able to test in a matter of two days then scale the account two days after this. We did stumble on tracking issues which got us to slow down a bit but once these were fixed we jump back into the account and scaled even further.
We started scaling on Oct 7th 2019 and we were running around $300 a day for few days to test a couple of different creatives. We found the winner and then had enough margin to scale so started to push the account.
On 8th of Oct we kept pushing and spent $10,521 and again maintaining CPA. We noticed the demand on the auction was low so we prepared for another push the next day.
On 9th of Oct we pushed the account to $15,477 and by constantly monitoring the performance of the ads we kept the CPA inline and of course this made the client very happy.
On 10th of October the client had a few technical and fulfilment issues so we decided to slow down during the weekend, in which we spent a conservative amount of around $21,000.
On 14th of Oct 2019 we began pushing again and with the combination of automatic bids, manual bid testing and a mixture of low and high bid levels we were able to keep the CPA in line.
On Tuesday 15th of Oct we spent $18,583. You will notice we have the skillset to be able to go from $300 a day, to $3000 a day, to $10,000 a day to $18,000 a day in adspend in a matter of a few days, while maintaing CPA. This is common ground for us and to go from $0-$20k is something we can achieve in a 3-4 day timeframe. Rather than bumping up budgets 20% every few days and taking months to achieve this type of scale. There are some key circumstances that need to be taken into consideration for this to happen – auction demand, good creatives and the clients fulfilment capabilities.
On 16th of October we did $18,967 in adspend and again all within CPA target.
During this course of this two week scaling campaign we spent $130k on Facebook and Instagram.
Having multiple creatives prepared is a big advantage for quickly identifying a winning creative.
Using dynamic creatives allowed us to test these creatives quicker and cheaper and find a winning combination of copy and creative as well as other sales elements.
Using a combination of automatic bids and manual bids allowed us to compete and win the auctions we are bidding in.
Inconsistent tracking can slow down a fast scale so preparing for that in advance is an important step to take.
Once we find what we’re looking for we have the ability to hit big budget spends very quickly.
Having large audiences (android, iPhone and desktop – broad targeting) allows to scale fast without compromising CPA.
Using multiple ad accounts/pixels to optimise/feed ad sets non contaminated data (android/iPhone – Countries data points) was also very important.
Thank you for taking the time to read this case study. If you are interested in 10X your adspend while maintaining your CPA goals then please do get in touch for a complimentary ad account audit to see if we are the right fit.
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