# Facebook Ads: VERTICAL Scaling vs HORIZONTAL Scaling? Channel: Ben Heath Video: https://www.youtube.com/watch?v=BMLYwRHQIX0 Duration: 10 min Language: English Words: 2223 Transcript page: https://viewrankai.com/tools/youtube-transcript/BMLYwRHQIX0 --- [0:00] hi guys it's ben heath and in this video i'm going to talk about scaling facebook ad campaigns and specifically i'm going to talk about vertical facebook ad campaign scaling and horizontal facebook ad campaign scaling i'm going to talk about the differences between the two what they are and which one you should be primarily focusing on before i get into that just want to very quickly ask you to smash a like on this video click that like button that'd be very much appreciated and help me out and of course subscribe to my youtube channel if you are new and haven't done so already okay so vertical scaling versus horizontal [0:31] scaling what am i talking about something i get asked questions about fairly regularly and it's something that i think quite a few other people talk about i'm going to sort of clear that up in in this video and tell you which one you should be using so i'm in an example facebook ad account as i often am in my videos and let's assume i've got this campaign i've been running in front of us right we've got example ad campaign it's spending 100 pound a day it's working really well and i want to scale do i horizontally scale or do i vertically scale so horizontal scaling basically refers [0:58] to adding in other elements into your campaign so you're scaling out if you sort of imagine it horizontally so let's say i've got the one campaign um i could either create new campaigns or i could create new ad sets that target other people that's really the key here you're targeting other groups so let's say i click into example ad campaign i've got example ad set if i wanted to hire you could do this at the campaign level or the ad set level you know whether using cbo that might make a bit of a difference but the principles the same i'm gonna go ahead and select this and i [1:28] duplicate um and then i could you know create let's say three copies you know assuming i've got the one ad set to start with or i've got a bunch of ad sets let's um go ahead and close that down and then i could have you know example ad set two i could have example ad set three example ad set four and you get the sort of thing i'll talk about so that's horizontal scaling let's say in my first ad set i'm targeting one specific group of people this is working really well i'm going to scale out by finding other groups adding other elements to my campaign um [2:04] and scale that way obviously if you're using cbo then at the same time you would want to be increasing the budget if you were using ad set budgets and let's say you had 100 on this ad set then you could add budget manually to each one of those ad sets at the budget level and by finding other groups of people to target adding other elements you're horizontally scaling you're spending more you're reaching more people you are going to be having a greater impact from your facebook ad campaign et cetera et cetera so that's basically the principle horizontal scaling if um by the way i had one example asset [2:34] in this campaign but if i had let's say four the principle would still apply you know you're still scaling by finding other groups people's target and adding in new elements into your ad account and getting your ad in front of more people by uh by doing so that's horizontal scaling vertical scaling is more straightforward basically let's assume i started with that one campaign instead of adding in other campaigns or adding in a whole bunch of other ad sets into that existing campaign instead i'm going to go ahead and increase that budget so if you go from 100 pounds to i mean you wouldn't do that in one go [3:11] but let's say over you know a few steps i've got other videos about how to change budget so i'll include a link in the description of this video actually to that because it's important you check that out don't go from 100 pounds a day to 500 pounds a day in one go you probably want to go 100 200 300 500 something like that okay and but let's say i want to just vertically scale it's all about increasing the budget okay now which one would i prefer personally i'm a big fan of vertically scaling i think that if you've got a campaign that's already performing well for the most part what you want to do is [3:45] you want to keep as many variables as you've got that are working well the same as possible so i want to be targeting the same audiences i want to be using the same ad creative same ad copy etcetera etcetera by vertically scaling so by increasing the budget you're basically saying to facebook this is working really well just instead of advertising to you know a hundred thousand people a day or twenty thousand people a day go ahead and advertise to more people than that with this exact same setup now of course when you vertically scale you may need to make some adjustments so you may need to come into your ad set [4:18] and let's say for example that one ad set or these ad sets uh look-alike audiences they're one percent look-alike audiences well when i'm spending a lot more money i might need to therefore increase that to a two percent or a three percent because you know spending more money there's more impressions to be had i need a larger audience but i'm not necessarily changing the audiences that i'm targeting i'm keeping all the variables the same and i'm just increasing the budget and i just think that's going to work much better you know facebook's gone through the learning phase it's worked out a lot of the optimizations have taken place they've [4:48] worked out how you get great results with this setup and that's just something you want to keep taking advantage of but you want to do so by spending more money which obviously hopefully generate more leads and sales etc etc when you are using the horizontal horizontal scaling technique and you're adding in new elements either new campaigns new ad sets you don't know whether they're going to work or not your existing elements you know are working otherwise you shouldn't be scaling you should not be scaling a campaign unless it's delivering results but if you're adding let's say you've got an ad set two ad sets that are working well within a [5:23] campaign if you want to go in and add four new ad sets with other targeting options you don't know whether they're going to perform very well so i if i've got a campaign that's doing well i'm going to vertically scale are there times in which i would be adding in new ad sets into a campaign absolutely for testing purposes not for scaling purposes in my mind those are two different things i don't like to test and scale at the same time i want to test at a certain budget level work out a formula that works a combination of the offer the ads the targeting etc all that stuff okay this works now i'm [5:57] going to scale it whereas testing adding in new elements to see how they perform against your existing elements is something that should be done separate from scaling because if you do both at the same time you don't know what's causing the results has my cost per purchase doubled because i've increased the budget or has my copper purchase doubled because i'm now targeting a whole bunch of new interests that don't potentially perform as well it's very difficult to work that out um so i like to do one at a time if we have a campaign that we want to improve performance on yes we will be adding in new ad sets but [6:31] we'll be keeping the budget at the same level so whether we're using campaign budgetization does it automatically whether we're allocating them via um ad sets then we can we can go ahead and and we can go ahead and basically readjust those so we're still spending let's say the hundred pound a day that we we started with something along those lines we're not scaling at the same time okay so i'm not a big fan of horizontal scaling one other thing i want to mention about horizontally scaling because if you do it the way i've described i don't think it's ideal but it's not necessarily disastrous if you horizontally scale by let's say [7:03] you've got this campaign here and you duplicate it and create three or four exact duplicate versions of this campaign and just run them alongside each other and you keep each one at a hundred pound a day instead of just having one at the 500 pound a day that may well actually work in the very short run because you might get a little bit of a new campaign boost et cetera et cetera but over the long run that is really going to hurt your performance i would strongly advise against that strategy of the long run i do not like running duplicates exact duplicates of anything alongside each [7:34] other if you're going to duplicate an ad set make a few adjustments to see how it performs that's fine if you're going to duplicate an ad change the headline change the copy something like that that's absolutely fine but don't run identical stuff alongside each other they compete it confuses facebook and you're going to see definitely maybe not in the short run because things fluctuate right but over the long run definitely a drop from performance so quite a simple video today vertical scaling is the way to go check out that video in the link description talking all about scaling how you got budgets because that goes with this one [8:03] quite well and it's quite important but i just wanted to clear that up because i think that's an important topic before you go a couple of three things i quickly want to mention the first is a free webinar i've created called three killer facebook advertising strategies to double or more your revenue now this is a um a brilliant piece of content if i do say so myself that i think you're gonna find very very useful if you're trying to get better results from your facebook and instagram ads so in this webinar basically what i've done is i've broken down three sales funnels that we use all the [8:30] time for our clients they're very much tried tested they perform really well and i've broken those down i explain exactly how they work in detail and i also say look if you've got an e-commerce business or this type of a service business an online business you want to use funnel a and b or you want to use funnel a and c or you want to use funnel c only i explain all that in in the webinar and i think that's super super important because there's no such thing as a one-size-fits-all facebook advertising approach and i really want to get that across with all my content and with [8:57] this webinar i really do that you need to use the right sales funnel for your specific business your products and services your price points to make it work and that's what that webinar should have to do completely free to watch it go ahead and do that link will be in the video description strongly recommend you check that out another three thing i want to mention is my facebook ads mastermind group now we are at just over 47 000 members in my facebook ads mastermind group it is very quickly becoming one of the absolute largest facebook advertising uh communities in the world when it comes to facebook groups and [9:29] which is absolutely fantastic and it's full of people just like yourself people who want to get better results with facebook ads they're asking questions getting them answered by experts i do free live trainings in there um every single week if that sounds like something you want to be part of completely free to join again link will be in the description go ahead and request to join we'd love to uh to have you in there so you get involved and you know help improve your performance along with everyone else's if this video's been useful please give a thumbs up very much appreciate it please comment below to [9:56] let me know that's always helpful comment below if you've got any questions and of course subscribe to my youtube channel if you are new and haven't done so already click the little bell notification so you're alerted when i publish new videos uh best of luck your facebook advertising guys and i'll talk to you soon bye for now --- About this transcript Read from YouTube's own caption track and laid out by ViewRank AI (https://viewrankai.com). 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