09
Module 9 of 10
Campaign Optimization & Scaling
Campaign profitable hai? Ab smartly scale karo.
9.1ABO vs CBO
| ABO (Ad set budget) | CBO (Advantage campaign budget) | |
|---|---|---|
| Budget set at | Each ad set | Campaign level |
| Control | You decide spend per audience | Meta shifts money to best ad sets |
| Best for | Testing audiences / creatives fairly | Scaling proven winners |
Samjho aise: Test ABO mein, scale CBO mein — ye ek common aur kaam ka approach hai.
9.2Two ways to scale
- 1
Vertical scaling
Increase budget on a winner gradually — around 20% every few days — so performance doesn't crash.
- 2
Horizontal scaling
Duplicate winners into new audiences, new creatives, new placements or new geos.
9.3Diagnose before you touch
| Symptom | Likely cause | Fix |
|---|---|---|
| High CPM | Narrow audience / competitive season | Broaden audience, refresh creative |
| Low CTR | Weak hook or offer | New hooks, new angle |
| Good CTR, low CVR | Landing page / price / trust | CRO, reviews, offer |
| CPA rising slowly | Creative fatigue | Rotate in new creatives |
9.4Simple kill & scale rules
- Spent ~2–3× target CPA with zero conversions → pause.
- CPA stable within target for 3–5 days → scale.
- Don't judge an ad set on one day's data.
- Make one big change at a time.
Revision notes
- 1. ABO to test, CBO to scale.
- 2. Scale slowly vertically, widely horizontally.
- 3. Diagnose with CPM → CTR → CVR.
Quick quiz
Score: 0/3
Q1.Budget is set per ad set in…
Q2.Adding new audiences with a winning ad is…
Q3.Good CTR, poor conversions — look at…