So you finally have paid advertising campaigns converting profitably for your online business. Time to scale!
The only issue is depending on the platform you are running ads on, scaling can be much more difficult than just raising the bid or budget.
If you are on Facebook, a rapid increase in ad spend each day (Scaling Vertically) will more often than not skyrocket your CPA’s (Cost Per Acquisition).
If you are running on CPC (Cost Per Click) platforms like Google, Bing or Pinterest, then increasing the bid will just eat away at you margins, paying more for the traffic just won’t work. What you need to do is find more traffic for the same price. This is where the power of scaling Horizontally becomes very effective when done correctly.
Most businesses we deal with break the cardinal rule of “don’t put all your eggs in one basket”
By this we mean that majority of their paid advertising efforts are invested on one ad platform.
This can make it extremely difficult to scale effectively and quickly.
Scaling horizontally simply means scaling sideways opposed to upwards. Here are the ways you can easily scale horizontally to grow your business. 1. Set up you offer on other ad networks.
There are hundreds of ad platforms that people just aren’t utilizing out there, here are some networks that offer high quality traffic for extremely reasonable advertising costs.
Bing Pinterest Quora Snapchat Twitter Reddit
Now the best part about these networks are the lack of competition when compared to sources like Facebook & Google.
You most likely won’t get the same volume as you would be advertising on Facebook & Google but if you can get up and running on all of those 6, you can easily double the traffic you are sending to your offers, and with the lack of competition and low advertising costs you will likely get a higher conversion rate & lower CPA. 2. Promote more products/offers
This is probably the most obvious way to grow your businesses’ revenue… promote more offers.
A lot of businesses focus on their winning product or offer & pour all their resources into promoting that. Now that is a great way to do thing’s as it yields the biggest return but if you hit a roadblock and find yourself struggling to scale this offer, it may be time to focus on developing a new product or offer to run alongside.
Now the main thing to remember is to not rush out and start promoting crap. Take the time and put the proper effort needed to develop something of high value and high quality.
This offer does not need to be promoted aggressively as your main offer, even a small allocation of budget will help you scale and experience growth.
here are some new offers you can promote to grow your business.
Ebooks
Affiliate Offers
Video Guides
Physical Products
Digital Products
Consumer Challenges
There are some other benefits to scaling horizontally. One being that you are protected from any bans, account suspensions, or major changes to platform algorithms that could cripple your business.
When your business is solely running on one platform you are playing a dangerous game. We saw this happen about a decade ago with Google when they made major changes to their SEO (Search Engine Optimization) algorithm and businesses lost all their traffic overnight. Facebook did the same by throttling back their organic reach on Fan Pages, and recently in the past year we either experienced it ourselves or witnessed the mass banning of accounts and major changes on ad policies. Some business survived this and sadly some did not and still have not yet recovered.
By running on multiple platforms, if an unfortunate event happens where one of your platforms bans your or just stops converting, you are still alive and running on other platforms. This can be the difference between losing your entire livelihood overnight, or being able to hang on and weather the storm. Another benefit to scaling horizontally is the ability to promote things you may not get away with promoting on major networks like Google & Facebook. A lot of these other ad platforms are desperately trying to capture some of that sweet, sweet ad spend market share online.
In order to persuade businesses to advertise on their networks they will allow them to promote in certain ways that other networks won’t. This can be very beneficial to business in “high risk” niches such as supplements, finance & Biz Op.
If you are struggling to grow and scale your business, it’s important to explore all the amazing opportunities available online. Start taking risks suchs as expanding your offers or creating a presence on other networks and platforms to ensure growth..
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