Scaling and reviving ads effectively can help maximize your campaign’s reach and performance. Here’s a conversational guide on how to do it:

Ways to Scale Ads

Horizontal Method

Definition: This method involves expanding your reach by testing ads on new and unexplored audiences.

Approach:

Start by identifying multiple audiences you believe have potential, based on research or previous campaigns.

Execution:

Utilize the ads that have performed well in previous campaigns and run them with these new audiences. Closely monitor performance; if the results align with your goals, this audience can be added to your successful audience pool. If an audience does not meet your performance standards, pause the ad and move on to other target audiences. Implement a Top of Funnel (TOFU) campaign to continue testing and refining your audience selection.

Outcome:

This method allows you to identify additional audience segments that consistently perform well and expand the reach of successful ads.

Vertical Method

Definition: This involves scaling a campaign by gradually increasing the ad budget.

Budget Increment:

A 20% increase is recommended each time you want to scale up. This incremental increase helps avoid overwhelming the audience and maintains stability.

Challenges:

For low-budget campaigns, increasing the budget by 20% might not be practical if the daily spend is already minimal. For high-budget campaigns, increasing by even 20% might exceed audience capacity, leading to budget exhaustion. Example: Jumping from $10 to $100 daily spend in one leap is feasible for larger national accounts. However, increasing a $1,000 daily budget by 20% would overwhelm the audience.

How to Revive an Ad

Pre-Pause Evaluation:

Before halting a campaign due to poor performance, try to identify ways to revive it.

Observation Period:

Allow the campaign to run for another three days to see if performance normalizes. In many cases, performance will return to normal, but if not, consider refreshing the creatives.

Ad Fatigue:

Ad fatigue occurs when your audience becomes overly familiar with your ads, leading to diminishing returns. Signs include a declining click-through rate (CTR) and CPM.

Refreshing Creatives:

Instead of starting from scratch, consider using creatives that are already proven to work in other campaigns. Always have a dedicated campaign that tests new creatives with your best-performing audience to create a reserve of effective ads.

Refreshing Offers:

If the creative refresh doesn’t resolve the issue, revise your offer. Small changes, like updating a call-to-action button, can make a big difference. Create a new ad within the same ad set to see if this improves performance.

Final Words

By understanding and applying both horizontal and vertical scaling methods, along with methods to revive ads, you can expand your ad campaign reach effectively while mitigating issues like ad fatigue.

Happy Learning! 😊