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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