Account structure and scaling

Fine when small, collapsing once you scale? Rarely luck. Know your business, split into cold start, testing and scaling, and judge increases by marginal CPA.

In this chapter

• Tell whether you run a brand shop or a hit-product shop, and how each kind of business sets its structure, its stop-loss and its pace of budget increases
• How much money to set aside to lose during the cold start, what to look at in each stage, and when to admit the problem isn't the ads
• Which stage campaign budgets, ad set budgets and Advantage+ sales campaigns each belong in, and when to combine and when to split
• Why adding budget makes results more expensive, and how to use marginal CPA to catch the case where "the average looks fine, but the added part is already losing money"
• Vertical and horizontal scaling and the budget ladder: what to look at on day 3 and day 7 after an increase, and when to step back down
• Cost per result goals and bid caps, now that Basic's hold is lifted: how to set the starting value, and how to run several ad sets at once to find your bid range