Imagine you just have a winning campaign. Now what? How do you scale its success?
There are 2 types of scaling: vertical scaling & horizontal scaling.
💡 When you scale vertically, you increase your budget slowly and monitor for a proportionally improved ROI.
💡 When you scale horizontally, you spread testing across multiple ad sets, audiences, types of creative.
On paper, vertical scaling sounds tempting, straight-forward and easy to implement. Let’s say, you have a campaign with a daily budget of $100, generating 10 conversions per day. The campaign performs so well that you decide to raise the budget to $500 overnight. You now logically expect 5 times more conversions (50) per day, right? 😄
Unfortunately, this is not how the system works 😂. The more you increase your budget, the lower your ROI 😨. This is true for almost all marketing channels, not just Facebook Ads 😤.
To scale successfully and sustainably, you’d better off with horizontal scaling. Here are several methods
⚡ Scale a Lookalike Audience
⚡ Utilize Breakdown & Performance
⚡ Expand to other Location
⚡ Reduce Frequency
⚡ Change from Automatically Bidding to Manual Bidding
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