[THREAD🧵] Understanding horizontal and vertical scaling and what’s best for your brand...
If you’ve ever actually tried to scale ads for your brand, you’ll know it’s not as simple as it sounds and it can actually hurt your account performance if not managed carefully.
So, what are horizontal and vertical scaling methods and which is best for your account?
So, what are horizontal and vertical scaling methods and which is best for your account?
Vertical scaling is when you increase the budget on an already successful campaign or ad set.
There are rules on how to do this, such as the % increase & the timeframe between the incremental shifts in the budget, but these rules have changed somewhat since the rollout of iOS so be sure to test what works for your account.
This method of scaling can be tricky when your spend is on the higher side - so be careful not to throw money down the drain by just aggressively increasing spend.
Horizontal scaling on the other hand involves duplicating existing campaigns or adding ad sets in order to reach larger audiences. The benefit of this method of scaling is it doesn’t impact previous successes.
However, when you duplicate your campaigns, you should avoid audience overlap, resulting in your campaigns competing against each other.
Want help with horizontal and vertical ad-scaling techniques?
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Want help with horizontal and vertical ad-scaling techniques?
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