Combo — a complete customer journey from clicking an ad to making a purchase. It includes the ad itself, the product page, and audience settings.
All elements in this chain must be logically connected to each other. If each link works correctly, the campaign pays off and becomes profitable. If even one element falls outside the overall logic, the combo starts generating losses.
What an advertising combo consists of
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Traffic source and targeting settings: the platform for displaying ads, as well as the selected GEO, gender, age, audience interests, or keywords.
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Creative: an advertising banner, video, text, and headline that attract the user's attention in the feed.
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Pre-landing page: an intermediate page with a story, article, quiz, or review that builds interest in the offer's topic.
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Landing page: a landing page with a product description, promotion, and a form for placing an order, registering, or making a deposit.
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Offer and affiliate program: the actual product, service, or online service for whose promotion a payout is earned.
How to work with combos
The search for a profitable combo begins with testing: an affiliate marketer launches several creative variations and tests different approaches on pre-landing and landing pages.
When the combination starts consistently generating profit, the combo is scaled — daily advertising budgets are increased, new ad accounts are added, or similar campaigns are launched on other traffic sources, neighboring countries, and similar audiences.
Why combos stop working
Every combo has a limited lifespan. Over time, ads burn out: the audience gets used to the creatives and stops clicking on them, competitors copy the approach through spy services and drive down the auction price, or the advertiser changes the terms and reduces the payout.
Therefore, in traffic arbitrage, the search for and optimization of new combos continue continuously.
