A popular scaling strategy involves duplicating an ad set and setting a higher budgetA budget is an amount you're willing to spend on your Facebook campaigns or ad sets on a daily or lifetime basis. More for the duplicate. The approach has reasonable motivations.
The thought is that this won’t restart learning on the original ad set (which could mean losing the performance you once had for good), and if the duplicate doesn’t work you can just shut it off.
That said, ad setsAn ad set is a Facebook ads grouping where settings like targeting, scheduling, optimization, and placement are determined. More with identical targeting and optimizationThe Performance Goal is chosen within the ad set and determines optimization and delivery. How you optimize impacts who sees your ad. Meta will show your ad to people most likely to perform your desired action. More could also hurt performance due to auction overlap — which is why creating unnecessary competing ad sets isn’t recommended.
Meta also allows higher budget increases without restarting learning these days, even recommending specific safe increases in some cases.
There’s also an argument that it may be better to continue the ad set that was working rather than trying to start over.
I get why advertisers do this, but it may be an outdated strategy. I just don’t know that it’s necessary, and it’s questionable whether it is beneficial.
If you’re curious, I don’t duplicate ad sets to scale, choosing instead to increase the budget of the ad set that’s working. If I’m at all worried about restarting learning (which can be a real concern), I’ll increase the budget slowly.
That’s what I do, and I don’t think it’s necessary to duplicate ad sets for the purpose of scalingScaling is the process of increasing your budget or focus to get more results from an effective campaign or ad set. Advertisers often speak of vertical scaling (increasing your budget) or horizontal scaling (increasing your targeting audience) to achieve these results. More. Still, if you’ve found that duplicating ad sets is beneficial, do what works for you.
As always, there are few absolutes with this stuff.
