When a new ad keeps overspending its budget at the same cost, raise it fast

David Barnard… following the rules of thumb, but I don't know how you would divide it up, but maybe 80% of your growth team's efforts should be focused on testing and moving fast and all that stuff, but you want to leave 10% or 20% to be continually auditing your processes, continually auditing your data structures, continuing to audit your events, structures, and all of those processes that are in place to make sure that you don't end up in those situations.

Alper TanerYeah. Another example I just remembered is on the positive side of things, we were doing creative testing and then we did find the winner at the end, thanks to interpreting the output and iterating on those output. So, it actually works when you do the iteration and find more winners. And we were able to, I think 5X the campaign budget within two weeks with the same and even decreasing cost per purchase. And we were not applying 20% increase per day. If you see that your daily budget is 2K, but I'll go spend 3K and you get the same performance, I was like, "Let me handle the bid and budget for this campaign because I see something, I see something very unusual." And I was so excited about it that we literally went hockey stick and the cost per purchase literally on a downhill and that's like any UA manager's dream.

Alper TanerAnd in those cases, but also the budget at some point was spending the double of the daily budget, but it is no problem as long as you have the performance. And talking about as a problem, like there are also companies who put, let's say, our spend on a Sunday as a problem, but then again, it's just a fact. My approach is, "Okay, what do you do for it? Have you decreased the bids and the budgets? How did you try to overcome this 'problem'?" And …