1.Horizontal expansion
Horizontal expansion means duplicating existing campaigns or adding ad groups to reach more audiences. Increase reach by duplicating successful models and applying them to new audiences without changing individual ads or ad group settings.
First, you need to deeply analyze historical data to identify which campaigns or ad groups perform best and why. After selecting excellent ads, you don’t need to change any other elements of the ad, including ad copy, landing pages, campaign schedule, placement, etc. You just need to duplicate these successful campaigns or ad groups.
In addition, you also need to fine-tune the audience according to the characteristics of the new audience. Expanding new audiences based on interests or expanding similar audiences can be done. Doing so can avoid increased competition and increased costs caused by audience overlap.
In the process of copying ads, you need to make appropriate innovations while retaining the original creativity, but there is no need to make too many changes. Whether to choose to copy an ad campaign or an ad group depends on specific needs and goals. When copying, you should ensure that the budget is allocated reasonably to avoid excessive pressure on a single ad group or series. In addition, when expanding with different ad accounts, you need to copy the data synchronously to ensure the consistency of the strategy.
2.Vertical expansion
This strategy is to expand the original advertising campaign. This method is relatively direct and has the least risk, but it has certain flaws. If we increase advertising spending too quickly, the return on advertising spending may decline in order to make a smooth transition. Therefore, it is recommended to adopt a gradual budget growth strategy, increase the budget by 10%-15% each time, and observe the effect feedback. Doing so can avoid resetting the advertising learning phase and ensure that the advertising continues to run in the best state. We recommend that you adjust the budget at the beginning of the auction so that Facebook has enough time to optimize the ad display. You can manage budget growth through manual settings or automatic rules to ensure that the advertising campaign continues to run efficiently.
For large-budget expansion, experienced advertisers can use automatic rules and manual bidding strategies to deal with high CPM areas or complex market environments, but we do not recommend doing so.