Advanced Performance Gate Scaling: Dynamic Scale

Facebook Ads Best Practices 30 Days of 30
Day 22: Advanced Performance Gate Scaling: Dynamic Scale

A Series of for #MarketingTwitter

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Increasing spend is great, but knowing when to pull back is key... and automating that is a great path for success!

- Example: Budget Starts at $200, PGS pushes it $300, the next day will start at $240

- In a week of day after day success, the starting budget could easily scale from $200 on Day 1 to over $500 by Day 7...

and if Day 7 doesn’t increase spend, Day 8 will start at $400.

Only Marginally Reset the Budget, lowering it by 20% at 12am

- Using a rule to Lower the Budget by 20%, with a set minimum

- This will avoid adjusting the budget by so much that it threatens resetting to the Learning Phase

Instead of Resetting our budgets at the Beginning of each day

- Using a rule to Lower the Budget by 99%, to a set minimum

- which can reference the name to determine spend level...

- ie: Lower Spend by 99% to a Minimum of $100, if Name contains “$100”

We all love Performance Gate Scaling, but what if we want to increase or decrease our spend dynamically, over time, based on performance?

Well here’s how we do it:

If Day 8 doesn’t increase spend, Day 9 will start at $320.

This will allow each Budget to Grow and Shrink, depending on performance, Automatically.