How to effectively spend budget at different stages of RC on PWAs
There is a lot of material on the Internet about what budget is required for different geos when working with PWAs, how to determine the optimal amount and where it should be allocated. However, there is practically no information on how to allocate funds competently to achieve maximum efficiency.
Many arbitrageurs prefer to keep such knowledge secret in order to maximize ROI and stay ahead of the competition. Today we will look in detail at how to use the budget correctly at different stages of an advertising campaign in order to get the most out of it.
What you will need to effectively manage your budget when working with PWAs
To make every dollar spent on traffic profitable, it's important to minimize unexpected expenses. To do this, you need to use analytics, PWA app builders, and pre-prepared creatives and designs.
Analytics system. Without the ability to track cost-per-click, cost-per-install, and cost-per-registration, it's difficult for buyers to find an effective bundle. As a result, much of the budget may go to untargeted traffic, reducing profitability. Trackers and UTM tags allow you to collect accurate data, eliminating wasteful spending.
App Builder. A Bayer can order an app from a developer, create it himself or use an app builder. However, during testing it is often necessary to make changes in design, replace interface elements or disable animation. Using a builder allows you to quickly adapt the application without the cost of programmer's revisions and code edits.
Creatives and designs. Not all bundles work effectively, so it is important to always have a set of creatives in stock for testing. Otherwise, it may be necessary to suspend the campaign, waiting for new materials from the designer, which will lead to loss of time and budget.
How to “properly” spend money on tests
We should note at once that in this case we will use the classic 1-5-1 set-up. It involves running one campaign with five adsets, each containing one creative. This approach is ideal for the hypothesis testing stage, as it allows us to simultaneously test several bundles and analyze their results.
The main goal of an arbitrageur during the testing period is to find adsets that deliver conversions. Effective use of the budget is to allocate funds only to those creatives that will potentially bring profit. Spending on adsets that do not generate deposits will negate all profitability.
There are three key metrics to focus on to determine conversion adset:
- Cost per click: should not exceed 2% of the CPA-rate.
- Cost of installation: should not exceed 10% of the CPA-rate.
- Registration cost: should not exceed 20% of the CPA payment.
By adhering to these metrics, you will be able to allocate your budget exclusively to those adsets that will recoup your investment and generate profits in the future.
How to budget effectively during the main gulf
For effective budget scaling, it is worth adhering to a simple principle: first scale the bundle with doubles, and then increase the budget on adsets. An exception to this rule is possible only for well-warmed accounts, on which large budgets have already been regularly churned out. If you sharply increase spending on a new account, there is a high probability of getting banned. Facebook algorithms expect new users to increase their budgets gradually over a long period of time, not overnight.
- Create a dozen campaigns in a 1-5-1 set-up on different accounts. This will give you 20-30 working adsets that can be scaled. If you run several campaigns from one account, a profile ban can derail all your work. Then you will have to buy a new account, create campaigns again and re-upload creatives, which will lead to unnecessary time and financial losses.
- Evaluate results after 2-3 days. After the first few days of shedding, you can determine which adsets are producing the desired results. Choose those that work, duplicate them, and then gradually increase the budget.
- Different behavior of adsets on different accounts. Remember that the same bundles can show different results on different accounts, because Facebook algorithms select the audience individually.
To optimize performance, let's look at three typical situations:
Situation 1: Adset does not give registrations and deposits. Before stopping traffic, check the number of installations. Often after the campaign is over, dolts are possible thanks to push campaigns, which can compensate for the initial losses. Push makes the spend more effective even when the creative itself failed to convince the lead.
Situation 2: Adset brings FTD, but costs exceed payouts. It is worth continuing to shed only if the audience of the offerer is promising, and the costs do not exceed 10% of the CPA-rate. This will minimize losses and leave the opportunity for further analysis.
Situation 3: Adset brings deposits or registrations. In this case, you can start increasing the budget. Do it gradually - by 15-20% every 1.5-2 hours, so as not to attract the attention of algorithms. It is recommended to start with a minimum budget ($20.99), gradually increasing it.
When scaling via PWA, the bayer pours traffic to the link. This enables flexible budget management depending on clicks and installs. Unlike WebView or classic applications, Facebook allows you to adjust costs independently when using PWAs. This makes the strategy not only convenient, but also safer for accounts.
Conclusion
There are two useful strategies to help you budget more efficiently when working with PWAs: stopping traffic purchases overnight and regularly updating your adset costs at each launch.
Stopping traffic purchases overnight.
Overnight traffic is not always a profitable investment. Most users are asleep at this time, and those who are awake are unlikely to be tuned into games. A user may download an app, but will likely forget about it until morning due to fatigue. As a result, the money will simply go to waste.
Updating adset costs at every launch.
If a bidder updates the adset budget at every campaign launch, he can save a lot of money. For example, if an arbitrageur starts with a $20.99 budget at 7:00 AM and increases it by 20% every 2 hours, by 11:00 PM the budget amount will be $54.99. If the campaign is left overnight with this increased budget, Facebook's algorithms will run with this increased budget, which can lead to overpayments and inefficient spending. Bid rates will be too high and creative will “burn out,” leading to overpaying for audiences and inefficient spending.
To manage expenses more productively, it is important to constantly monitor statistics. This helps to identify the adsets that are performing the best and direct the budget to those that will bring the maximum return. However, it is worth bearing in mind that some trackers can transmit data with a delay. In the case of gambling, such delays can lead to large financial losses, because information about user actions comes later, and the arbitrator may not be able to react in time.