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Mastering Facebook Ads: Vertical vs Horizontal Scaling

Published on: November 17 2023 by Ben Heath

Mastering Facebook Ads: Vertical vs Horizontal Scaling

Table of Contents:

  1. Introduction
  2. Understanding Facebook Ad Campaign Scaling
  3. Vertical Scaling vs Horizontal Scaling 3.1 Definition and Differences 3.2 Benefits and Drawbacks
  4. How to Vertically Scale a Facebook Ad Campaign 4.1 Increasing the Budget 4.2 Adjusting Ad Sets and Targeting 4.3 Keeping Successful Variables Consistent
  5. Why Vertical Scaling is Preferable 5.1 Maximizing Results with Less Variables 5.2 Taking Advantage of Facebook's Learning Phase 5.3 Generating More Leads and Sales
  6. When to Use Horizontal Scaling for Testing 6.1 Adding New Ad Sets for Testing Purposes 6.2 Separating Testing and Scaling Strategies
  7. The Pitfalls of Running Exact Duplicate Campaigns 7.1 Competing and Confusing Facebook 7.2 Long-Term Impact on Performance
  8. Conclusion
  9. Free Webinar on Facebook Advertising Strategies
  10. Join the Facebook Ads Mastermind Group
  11. Resources and Final Thoughts

Understanding Facebook Ad Campaign Scaling

In this article, we will delve into the world of scaling Facebook ad campaigns. Specifically, we will explore the concepts of vertical and horizontal campaign scaling and discuss their differences, benefits, and drawbacks. We will also provide a step-by-step guide on how to vertically scale a campaign and explain why it is preferable in most cases. Additionally, we will touch upon the instances when horizontal scaling can be used for testing purposes. Finally, we will warn against the pitfalls of running exact duplicate campaigns and provide further resources and opportunities for learning. So, let's dive right in!

Introduction

Scaling a Facebook ad campaign is a crucial step to maximize reach, engagement, and ultimately, conversions. However, the process can be overwhelming without a clear understanding of the different scaling techniques and their implications. In this article, we will demystify the concepts of vertical and horizontal scaling and guide you through the optimal strategies for scaling your Facebook ad campaigns effectively. By the end, you will be equipped with the knowledge and techniques to take your campaigns to new heights.

Understanding Facebook Ad Campaign Scaling

Scaling a Facebook ad campaign refers to the process of increasing its reach and impact by either adding more elements to the campaign (horizontal scaling) or increasing the budget of the existing campaign (vertical scaling). While both techniques aim to achieve similar goals, they differ in their approaches and potential outcomes.

Vertical Scaling vs Horizontal Scaling

Definition and Differences

Vertical scaling involves increasing the budget of an existing campaign to reach a larger audience within the same target group. The focus is on keeping successful variables, such as the target audience and ad creative, consistent while allocating more resources to the campaign. Horizontal scaling, on the other hand, involves adding new elements, such as campaigns or ad sets, to expand the reach to different target groups. This technique targets other audience segments, allowing you to explore new potential markets.

Benefits and Drawbacks

Vertical scaling offers the advantage of capitalizing on the learning phase of the campaign. By increasing the budget, you are essentially telling Facebook that the campaign is performing well and can handle reaching a larger audience without significant changes. This approach keeps successful variables intact, increasing the chances of generating more leads and sales.

Horizontal scaling, on the other hand, allows you to explore new target segments and reach a wider audience. This technique is particularly useful for testing purposes, as it allows you to compare the performance of different target groups. However, it comes with the risk of diluting your budget and dividing the campaign's effectiveness among multiple elements.

Despite the benefits of horizontal scaling for testing, it is generally recommended to focus on vertical scaling once you have a campaign that is performing well. By increasing the budget and keeping successful variables consistent, you build upon the campaign's existing success, increasing the chances of further growth.

How to Vertically Scale a Facebook Ad Campaign

Increasing the Budget

The first step in vertical scaling is to increase the budget of your existing campaign gradually. Avoid making drastic jumps in the budget, as this can lead to inefficient spending and poor performance. Instead, incrementally raise the budget over a few steps, monitoring the performance closely at each stage.

Adjusting Ad Sets and Targeting

While keeping successful variables consistent, such as the target audience and ad creative, you may need to make adjustments when vertically scaling a campaign. For example, if you are targeting a specific lookalike audience, you might need to increase the percentage of the similarity to accommodate the increased budget and potential impressions.

Keeping Successful Variables Consistent

The key to successful vertical scaling is to maintain as many working variables as possible. This includes targeting the same audiences, using the same ad creative, and keeping the ad copy consistent. By doing so, you can leverage the campaign's previous optimizations and capitalize on its proven success.

Why Vertical Scaling is Preferable

Maximizing Results with Less Variables

Vertical scaling allows you to maximize your campaign's results while minimizing the changes to successful variables. By increasing the budget, you are essentially telling Facebook to focus on reaching a larger audience without disrupting what is already working.

Taking Advantage of Facebook's Learning Phase

During the learning phase, Facebook gathers data and optimizes the campaign based on its performance. By vertically scaling, you are demonstrating confidence in the campaign and allowing Facebook to continue its learning process without introducing unnecessary changes.

Generating More Leads and Sales

Vertical scaling can have a significant impact on lead generation and sales. By reaching a larger audience without drastically altering the campaign's variables, you increase the chances of converting more prospects into customers.

When to Use Horizontal Scaling for Testing

Adding New Ad Sets for Testing Purposes

While vertical scaling is the preferred technique for optimizing a successful campaign, there are instances where horizontal scaling can be beneficial. Specifically, it can be useful for testing different target groups and ad elements. However, it is crucial to separate testing and scaling strategies to accurately measure the impact of each change.

Separating Testing and Scaling Strategies

Testing and scaling should be approached separately to avoid the confusion of results. By testing new elements at a smaller budget level, you can effectively evaluate their performance without interfering with the overall success of the campaign. Once you have identified winning elements through testing, you can incorporate them into the scaling strategy.

The Pitfalls of Running Exact Duplicate Campaigns

Competing and Confusing Facebook

Running exact duplicate campaigns alongside each other can lead to competition and confusion within Facebook's algorithm. When duplicate campaigns run simultaneously, they end up competing for the same audience and impressions, resulting in suboptimal performance.

Long-Term Impact on Performance

While running exact duplicate campaigns may show short-term boosts in performance, it is not a sustainable long-term strategy. Over time, the competition between duplicate campaigns can harm the overall performance and effectiveness of the campaigns.

Conclusion

In conclusion, scaling Facebook ad campaigns requires a strategic approach that considers the differences between vertical and horizontal scaling. While both techniques have their benefits, vertical scaling is generally preferable for optimizing successful campaigns. By increasing the budget while keeping successful variables consistent, you can maximize results and generate more leads and sales. However, horizontal scaling can be useful for testing purposes, as long as it is separated from the scaling strategy. Avoiding the pitfalls of running exact duplicate campaigns is crucial for maintaining the long-term performance of your campaigns.

Highlights of the Article

  • Vertical scaling involves increasing the budget of an existing campaign, while horizontal scaling involves adding new elements to reach different target groups.
  • Vertical scaling is preferable as it maximizes results with fewer changes to successful variables and takes advantage of Facebook's learning phase.
  • Horizontal scaling can be used for testing purposes but should be separated from the scaling strategy.
  • Running exact duplicate campaigns can lead to competition and confusion within Facebook's algorithm, affecting long-term performance.

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