It’s easy to get carried away when a campaign is working.
The marketing numbers are looking good, so, you think “Let’s double the budget.”

But here’s the truth.

So, does spending more equate to more results?

Yes, when you scale strategically, you can increase performance.

No, when you increase the budget without understanding what is working.

Here are my thoughts and experience on scaling digital campaigns without wasting the budget.

I believe this is what great marketers do:

1. Measure and analyse current results to know which campaign/channel is working and why. Could it be the creative? The Audience? Bidding strategy?

2. Duplicate your top-performing campaigns before increasing the budgets. Starting with a higher budget on the 2nd version of the campaign is better. And if results don’t come in as expected, analyse it and, if necessary, shut it down and continue with the previous campaign.

3. Find fresh audiences to avoid audience fatigue. If a campaign is working, it is time to show it to a new audience with a higher budget.

4. Create lookalike audiences from the data of your website visitors, social media page visitors or contact list from your CRM. Use this to create lookalike audiences and launch a new campaign. This allows you to test the working campaign on a new audience group.

Finally, scale based on performance. Let data lead so you don’t burn your marketing budget.

The algorithms change too often. Be in control. Good marketing isn’t about spending more, it is about extracting more value for every marketing spend.