Advanced Meta Media Buying II:

6.6) Scaling Intro

Structure of this module:

1. Introduction to Scaling: Overview of scaling strategies
2. Identifying Winning Campaigns / Ad Sets (KPIs)
3. Horizontal vs Vertical Scaling

1) Introduction to Scaling: Overview of scaling strategies

The simple definition of Meta Scaling

Increasing the reach of your ads while maintaining a positive ROAS.

Scaling is a complex interplay of factors designed to optimize performance and delivery of your ads.

Some of these factors are:

• Machine Learning: The more scale, the more data the machine will accumulate, and the better the ad delivery.
• Auction Dynamics: As you increase your budget, your ads participate in more and more auctions.
• Decreasing Returns at Scale: In the majority of markets, the more quantity you buy, the better the unit price. But Meta Ads works in the opposite way. The more “ad space” you buy, the more expensive it is to acquire one purchase.

I want to bring back the auction formula:

Maximizing the “Total Value” when we scale is a MUST.

We can maximize the total value by:

1. Advertiser Bid: including manual bidding strategies
2. EAR: always being out of the learning phase
3. Ad Quality: produce good creatives and follow policies

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Overview of scaling strategies

1. Vertical Scaling, “Increase 20% every day”
2. Vertical Scaling, Intraday Scaling
3. Horizontal Scaling, Growth by Duplication

2) Identifying Winning Campaigns / Ad Sets

Remember your KPIs Panel from the foundational modules.

https://docs.google.com/spreadsheets/d/1g_0YQPp997NGOHApezexwysV6sFQIeaUiNt4DmaKdLg/edit?usp=sharing

From this example, an ad set with a ROAS of 3 or more, must be scaled.

How many days into the past to look into, etc… we will see in the next scaling module.

But make sure you stick to your KPIs Panel like a robot in order to find and isolate winning campaigns / ad sets.

*Important,

There will be times where the ROAS can confuse you.

If your AOV is 60€ but you get 3 lucky sales of 120€ each, the ROAS of that ad set is “biased”. It’s not real.

Always have the “AOV” column in the ads manager.

And make sure you check both the ROAS and the CPA.

3) Horizontal vs Vertical Scaling

SIMPLIFIED:

• Vertical Scaling = Increasing the budget
• Horizontal Scaling = Duplicating and making changes