There are two main ways to scale.
- Horizontally
- finding more audiences
- digging a wider, shallow hole
- Vertically
- spending more money in your existing ad sets
- digging your narrow hole deeper
Unlike vertical scaling, horizontal scaling keeps your ad sets at around a lower daily budget.
The difference in strategy is you are finding new audiences to add to your campaign.
You might start with something like this:
Ad set – LAL of top 5% of website traffic ($15/day)
Horizontal scaling would then look like this:
Ad set – LAL of top 5% of website traffic ($15/day)
Ad set – new interest based targeting ($15/day)
Ad set – LAL of email list ONLY from last 30 days of subscribers ($15/day)
We’re keeping all ad sets small and steady, but we’re expanding on the number of audiences. We were spending $30/day, now we’re spending $60/day.
Here are some ideas to find new audiences:
- test new interest/behavior based targeting (as we’ve done in much of our training)
- test new LAL’s
- make new LAL’s with updated contacts (don’t replace existing lists in Facebook, but create new ones)
- test different time periods with LAL’s (i.e. customers list from the last 30 days vs last 60 days vs last 365 days vs all time customers)
- make LAL’s from other custom audiences, like FB fans, IG fans, website traffic, people who visited specific product pages on your site
- make LAL’s based on customer spending (i.e. LAL for people who spent up to $100 vs LAL who spent more than $500)
- make LAL’s based on number of purchases (LAL who bought 1 time vs LAL who bought 5 times)
I’ve had some variations of my LAL’s of past customers do better than others, so definitely test as many as you can.
Horizontal testing is more sustainable and you’re not putting all your eggs in one basket. I’ve found this way of testing to give better ROAS, but it takes more effort.
In the next lesson, I’ll share with you a paid software called Madgicx that helps make this audience creation phase faster.
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