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Vertical scaling means basically increasing the budget of an adset...

For example, if you are currently spending $100 a day and you see that your ad or adset is performing well, then you would increase the budget of that adset to $120 a day.

Therefore, increasing the amount of people that see the ad, increasing clicks, and ultimately increasing sales from that adset.

This will allow the adset to gather more data, faster, as well as generate more sales for you...

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Horizontal scaling means duplicating ads or adsets that are performing well in order to generate more sales from the "same" adset without disturbing or having to increase the budget of that specific adset...

In other words, "scaling out..."

So, if you are spending $100/day on an adset that is performing within KPI and you want to scale it but you know that if you increase the budget the CPA will increase, instead of increasing the budget of the adset, you duplicate it so that you can generate more sales without increasing the cost of results.

?????????? ??????????????: Vertical scaling means putting more budget into the same adset and horizontal scaling means duplicating the adset.

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Now that you understand that "vertical scaling" means adding more money into your adsets, let's talk about how you should go about doing this...

Ideally you want to increase your budget by 20%, if not less.

If you increase the budget by more than ~20%, then your adset will be thrown into the learning phase all over again, and we don't want that...

Now after you increase the budget by 20%, you will see that your CPA might start increasing...

This is because it is easier for FB to find 10 people to buy your product for $15 each than to find 30 people to buy your product for $15 each...

When this happens, you should start bringing it down by 20% in order to find your "sweet-spot..."

The "sweet-spot" is where you see a consistent CPA across your adsets within a budget amount...

This way, you know that if you are spending $X you will be able to generate Y sales for a certain CPA. This is where sales become predictable and everything is basically automated...

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Like I mentioned, horizontal scaling means duplicating an adset in order to generate more sales from that same adset without increasing the budget...

To do this, once you have a winning adset, all you have to do is duplicate it.

Now the key here, is that since this duplicated adset is "new" you can take this opportunity to increase the budget so you can start it off with a higher budget knowing that it won't have a negative effect on the ads...

So, if you have a successful adset that is running at $20/day, you would duplicate it and increase its budget to $100/day right off the bat...

One thing to note is that you should not exceed $10 per 10,000 people in your audience.

So, if your audience has 200,000 people, you should not spend more than $200 per day.

That's all for today!

If you have any questions, feel free to leave a comment or send me a message. I would be happy to help you out!