• Overview
• Target audience
• Implementation
• Results

Overview

Client’s problem:

The lack of knowledge about organizing the work of the media buying team in a way that allows gaining experience and creating cases without devoting huge budgets.

The customer wasn’t interested in cases’ results, as they were able to make realistic predictions for each case. It was more important to develop work processes allowing for creation of both predictable and scalable system.

Solution:

Development of clear, structured and transparent work processes for the media buying team to facilitate scaling of budget and team size.

Duration:

11.2020 ‒ 12.2021

Target audience

Beginners in traffic arbitrage wishing to:

• understand the field faster;
• gain the experience of working with affiliate partners;
• gain knowledge they can immediately apply without devoting huge budgets to their projects.

Implementation

It was vital to create not just any functional structure, but a truly clear workflow that would be equally profitable for the company and for webmasters.

For this workflow to be efficient I had to analyze nearly 100 cases in the field. This analysis helped us to determine the exact processes in need of structuring and ordering, among them the 6 key ones:

• creating lead generation strategies;
• assigning tasks and overseeing performance;
• developing campaigns (Propeller Ads, TacoLoco);
• budgeting;
• managing analytics and accounting;
• writing cases.

As a bonus, I proposed creating a new content-generating system that can be scaled to a content strategy based on marketing goals.

Results

The clearly defined workflow means streamlined work processes for the media buying team (including new employees):

• the clear structure and work algorithms for different offers;
• the smooth process of connecting a specific offer with a traffic source;
• the accurate tasking and performance control scheme;
• the unified standards for test budgeting and analysis of traffic redirection efficiency; the ROI prediction model (calculating expected traffic flow based on geo, gender, age, hour etc.);
• the clear template and structure for case creation.

The job well done provided the company with the following bonuses:

• due to series of new cases the company’s telegram channel has seen a subscriber surge;
• the corporate reputation has been improved, bringing on board new customers who were previously skeptical of the company and working with competitors.