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IN THIS ARTICLE
Learn more about how to balance budget, geography, and performance when amplifying across multiple regional profiles.
What Is This Guide For?
This guide is designed to help you understand how to use sub-profiles in Campaign Builder—what they are, how to select them, and how they influence your amplification setup, campaign budget, and regional targeting.
Whether you're planning a national rollout or tailoring your message to specific regions, this guide will help you balance cost, control, and campaign impact.
Overview
Sub-profiles offer a powerful way to localise and customise campaign delivery. They let you select specific regional or thematic profiles under a broader publisher group, giving you more control over who you reach and where.
Using sub-profiles also affects how amplification is set up and budgeted. Each one requires separate consideration for delivery and cost, especially when using paid amplification channels like Meta.
What Are Sub-profiles?
Sub-profiles represent the profiles that sit under a broader publisher, and usually split based on a regional or thematic basis. When buying content, there is a specific outline around the number of sub-profiles that can be selected (or are included).
When a product is set up with this flexibility, you can customise which sub-profiles are included in your campaign plan.
Selecting Sub-profiles When Adding a Group Profile Product
When building your campaign plan, if the selected product allows for sub-profile customisation, a drop-down will appear where you can choose which of the available sub-profiles you want to include.
For example:
A group profile might offer 4 sub-profiles, with your product allowing you to select up to 3.
Note: Products set to ‘National’ do not allow sub-profile selection as they are locked to nationwide delivery.
Your sub-profile selection at this stage will impact your amplification setup.
How Sub-profiles Affect Amplification Settings
Once sub-profiles are chosen in the product setup, only those selected will be available for refining sub-profile selection for amplification.
So if you selected 3 sub-profiles at the product level, you’ll have the option to amplify to any or all of those specific 3 sub-profiles when configuring amplification.
Key Considerations When Amplifying Across Sub-profiles
1. Amplification Budget Multipliers
Each sub-profile carries its own minimum daily spend per channel (eg Meta) That’s because each one requires an independent setup to manage targeting, geography, formats, and optimisation.
For example:
Meta minimum spend = $143/day per sub-profile
Selecting 3 sub-profiles = $429/day minimum for Meta
The more sub-profiles you select, the higher your minimum daily budget will be—across each amplification channel used.
If you're working with a conservative budget, we recommend limiting sub-profile selection to key areas to balance your time in market and overall budget (given each day increases budget required)
Why does the number of sub-profiles impact on the minimum daily spend?
Each sub-profile functions as a standalone setup within the amplification environment, requiring its own budget to execute delivery effectively.
Campaign targeting parameters such as regional targeting, content formats, and additional audience overlays must be applied individually per sub-profile.
The minimum daily spend is set as low as possible while still enabling effective campaign delivery across the selected sub-profile/s.
If the daily spend were lower, it would limit reach and make it difficult to generate statistically significant data, which is essential for:
Optimising delivery via predictive targeting
Driving quality performance and engagement outcomes (e.g. scroll depth, clicks, dwell time).
Applying this threshold ensures each sub-profile has the budget to perform independently, to optimise the campaign to achieve the strongest outcomes for the campaign.
In short, more sub-profiles = more geographic regions and targeting variations to manage = more budget required to maintain effectiveness and scale across each location.
2. Geographic Availability
Each sub-profile comes with its own predefined geographic constraints, as set by the Publisher Title Owner.
The available amplification geography options are dynamically updated based on which sub-profiles are selected.
Example:
Sub-profile 1 delivers to NSW, VIC, and QLD
Sub-profile 2 delivers to SA
If both are selected, all 4 states are available for amplification
If only Sub-profile 2 is selected, only SA appears as an amplification location
This ensures amplification adheres to publisher-defined regional availability.
Summary
Sub-profiles unlock greater customisation for regional targeting—but come with important implications for budget and scale:
Only selected sub-profiles are eligible for amplification
Each additional sub-profile increases daily budget requirements
Geo-targeting is constrained by the combined regional availability of selected sub-profiles
Plan strategically—balance your budget and reach to ensure your campaign achieves the right level of impact in the regions that matter most
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