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  • Writer's pictureMathew Collins

How to scale your Ad campaigns

Updated: Oct 31, 2022

Have you ever been stuck in the middle of a campaign?

Maybe you have had some success...but then you hit a brick wall and can’t scale up any further?

This is a very common issue. And it's one that we can assist you with. Stopping the loop of reactive changes and instead employing a repeatable strategy to proactively create growth in your paid ad campaigns is the solution.

In this blog, we will walk you through the 9-step paid ad system, marketers use to ensure that your campaigns can grow consistently regardless of current events, platform modifications, or any other external circumstance beyond your control.

The Trouble With Scaling

Here's Why You're Having a Hard Time Scaling.

The following is one of the most prevalent questions that all marketers and media buyers face at some point:

"What should I do when I can no longer increase the budget for my campaigns without them becoming unprofitable?"

You've discovered the scaling issue. Frequently, it goes like this:

You start a new campaign, and it initially succeeds.

You're achieving sales at or below your target CPA, and your team are ecstatic.

As a result, you begin to increase your spending.

Spending more and more budget on the campaign and results come pouring in until it doesnt anymore.

Most media buyers make the mistake of becoming reactive at this point (we've seen both rookie and professional marketers do this). In other words, you try to pivot this and update that, continuously altering things in the hopes of discovering the exact combination of settings that will allow you to keep ramping up your campaign's traffic.

There's only one small flaw with this strategy: it doesn't work.

Consider your marketing as an orange.

Squeezing the orange harder and harder as you scale up that campaign. More OJ is obtained by squeezing harder. Except that you'll ultimately reach a point when you can no longer squeeze any more juice from that orange.

So, what's the answer? When your orange is gone, how do you keep making more OJ?

You get more oranges, right?

The same may be said of marketing. Rather than tinkering with your campaign when it meets a brick wall, you must have a proactive attitude.

And one method to do so is creating new campaigns over and over again.

It's a repeatable system for creating powerful new campaigns that you can layer together to generate constant growth for your business.

We call it DxM Ad Scale.

Overview of DxM Ad Scale

Here are the steps in Dxm Scale that will help you reach your desired target for your Paid Ads


  1. Formulating the Strategy

  2. Composing the Offer

  3. Identifying the WHO and WHY

  4. Defining the Campaign

  5. Creating Campaign Assets

  6. Launching the Campaign

  7. Understanding the Results

  8. Maximising the Campaign

  9. Scaling the Campaign

The actual value of this approach isn't in any "secret tactics" or "hacks" that you "can't learn anywhere else," but rather in the fact that it's a repeatable process that you can use to continuously produce new campaigns and generate lucrative scalability for your organisation.

This is a simple strategy, that is important.

It's critical that the rest of the work you're about to undertake is in line with what your company requires right now.

You may rest assured that if you follow all of the stages in the correct order, you will not make any major errors that will end your campaign prematurely. Instead, you'll know that every new campaign you launch has been well-planned and is based on a solid foundation for success.

Formulating the Strategy

You must establish a strategy, plan out the work ahead of time, and get organised at the start of any new campaign. To put it another way, before you spend time building up and optimising a campaign, be sure it's the appropriate campaign to begin with.

It's critical to ensure that every new campaign achieves a business goal—think about objectives like lead generation, prospect nurturing, and so on.

We media buyers tend to focus on the traffic side of the equation more than the offer, yet the offer is just as crucial (if not more so).

It doesn't matter if you have all the traffic in the world if no one wants what you're selling.

Composing the Offer

Too many marketers skip this step and send traffic to a bad offer as a result. Then, when the campaign fails to convert, they start tearing their hair out trying to find out what they can do to improve the campaign's performance.

Most of the time, they never consider taking a step back and looking at what they're actually offering.

However, you may save the effort and stress by planning ahead of time to choose a winning offer for your campaign. You'll be placing your campaign in the greatest possible position to succeed in this manner.

Identifying the WHO and WHY

This is the step where you decide WHO and WHY would accept this offer.

It's our favorite step since it allows you to delve into the all-important psychology of your market and ensure that your campaign is a solid fit for what your prospects require and desire.

This is where we do avatar research to determine which groups of people are a suitable fit for your product or service, as well as develop various avatar hooks that are appealing to each of our various avatars.

Understanding the psychology behind what your prospects are going through in their lives right now and where they're aiming to go will help you empathsze with them. And having that understanding provides a lot of the framework for the success of your campaign.

Defining the Campaign

You already have a solid understanding of what you're doing with your campaign at this point: you know the objective, the offer, and the target demographic.

You now have everything you need to begin devising a strategy for what you need to construct. In other words, this step is all about determining which assets—messages, photos, videos, and so on—you'll employ in your campaign.

Don't bother creating these assets just yet (that'll come later). For the time being, just jot down some ideas on a high level. Before you start digging in and getting your hands dirty, it pays to have a solid sense of what you'll need.

Creating Campaign Assets

In this step, you need to conduct targeted research, create a list of copy hooks, create a list of creative ideas and make a plan for your campaign’s structure.

By this time, you already have a solid understanding of what you're doing with your campaign at this point: you know the aim, the offer, and the target demographic.

You now have everything you need to begin devising a strategy for what you need to construct.

In other words, this step is all about determining which assets—messages, photos, videos, and so on—you'll employ in your campaign.

Launching your campaign

This is the moment where you finally get to press "Publish" on a brand-new ad campaign, so it's definitely the most exciting!

It's also the most tactical phase in the Traffic Engine, as you go through the Ads Manager button by button to make sure everything is set up correctly.

Before launching a campaign, always do a walkthrough to make sure nothing is broken. We utilise a checklist to ensure that all of the essential components are in functioning order and that we haven't overlooked anything.

Your campaign should start generating traffic at this stage. Before moving on to the next phase, you'll need to give it some time to collect data (at least 3-5 days).

Understanding the Results

Now that your campaign has gathered enough data, it's time to look in and evaluate how well it's performing before deciding what to do next.

You should compare the performance of your ad against your success metrics.

However, determining a campaign's effectiveness isn't always as straightforward as it appears.

You'll need to double-check that you're looking at the "right" figures and that you're taking into account any secondary measures that can impact your selection.

If your campaign is not doing well, proceed to Step 8 and if it is doing well, you can jump to Step 9.

Optimising the Campaign

This step explains what to do when things don't go as planned. Something isn't working correctly if your campaign didn't meet your success metrics. Perhaps you might improve your targeting, change your copy, tidy up your landing page, or experiment with new creative.

How do you figure out what has to be changed?

Your data holds the answer. Optimisation necessitates a deep dive into your analytics to identify any "gaps" in your data.

Let's imagine your cost per acquisition (CPA) is excessively high.

Your ad has to be improved if your clickthrough rate (CTR) is poor and your cost per click (CPC) is high. It's because you're not getting enough people to visit your website or landing page.

However, if your CTR and CPC are both high, your ad is fulfilling its goal of bringing people to your website. In this instance, you'll most likely need to work on improving your landing page's conversion rate.

Give your campaign a little extra time to run after you've completed Step 8. Then go back to Step 7 and re-examine your findings.

Scaling the Campaign

Everyone wants to grow their business. However, boosting your budget isn't the only option.

There are other factors to consider, such as how much and how often you'll increase your budget, what kind of results you expect to see (keep in mind that when scaling, you won't necessarily maintain the same cost/result as you did in your test campaign), and how often you'll need to update your copy and creative.

You may eventually reach a stage when you consider expanding to other traffic channels and producing "similar but different" offers.

Scaling a campaign isn't something you can do with a single button click, as you're undoubtedly beginning to realise; it's a process you go through over time to find more and more potential for development.

Final Note

After going through the 9 steps, you’ll notice that you’ll come back to Step 1.

That's because the next step after every campaign—whether it was a huge success or a colossal flop—is to start planning the next one.

There will always be a next campaign for a marketer or media buyer. You'll have to continually coming up with new campaigns to launch.

That's how this business works.

But here's the good news: you now have a straightforward, common-sense method for creating all of your future campaigns. When you use the DxM Ad Scale, your campaigns will perform better since you'll be laying the framework for them to succeed.

You'll be able to create campaigns faster and more consistently, allowing you to launch more campaigns. That's crucial because the more campaigns you run, the more successful campaigns you'll have.

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