Table of contents

    Acquiring potential customers

    • having the right budget – you need to know that it is not always with the allocation of more spending on marketing activities that comes an increase in sales or leads. You need to be ready for a scenario where, with the extra money, customers coming from the surplus will not generate as many sales, and leads may be of lower quality. This is especially applicable to performance campaigns, where your campaigns have already covered a definite portion of the market. 
    • have adequate capacity – a more optimistic scenario than the one described above involves a larger than expected increase in sales or traffic. In that case, you must be ready to provide products or services to customers. So make sure that new challenges don’t overwhelm you at the campaign scaling stage.
    • have a vision for the development of the campaign – some models for conducting marketing activities are simpler than others. For example, in PPC campaigns, all you have to do is increase the daily budget allocated to the campaign’s operation, and more customers will begin to hit the site. However, scaling campaigns may not be so easy for other digital activities. So make sure that as you scale them up, you know what the next step is and what you should do.

    Scaling marketing campaigns

    If you have already thought through the above aspects, you still face a few challenges. One of the most important of these is to set clear goals that will be used to evaluate the effectiveness of your efforts. These are known as KPIs, or Key Performance Indicators.

    Good KPIs allow you to objectively evaluate your campaign and the results it has generated, which will then enable you to make informed decisions and adjust your marketing strategy over the course of the campaign.

    Also, KPIs enable you to better manage the resources and budget of your marketing efforts. They allow you to control spending, monitor the effectiveness of your activities and adjust resource allocation depending on the campaign’s performance. As a result, a company can optimize its marketing activities, achieving better results at less cost. If you don’t know how to set KPIs, you can find out in the article titled “KPIs – what are they and how to set them?

    Advertising campaigns and their budget

    Once you’ve set the marketing goals you’ll want to achieve with the expansion of your efforts, you should think about the budget you want to allocate to your marketing efforts. Try to assess what budget will be necessary to achieve the goals you have set. You can support yourself with an article titled “How to determine the optimal budget for a marketing campaign?” 

    The easiest way to get an answer to this complicated question is to think about what effect you want to achieve with your efforts. Once you do this, you will be able to estimate the resources you need. You can do this using available analytical tools, but also based on your knowledge of the industry or historical data from your previous activities.

    You can also set a budget based on the financial result that your company generates. In this case, it is, for example, 8 or 10 percent of revenue. This is a simple way that does not require calculations. It’s a good idea to determine the budget for an advertising campaign based on the activities you have previously undertaken and the results they have achieved.

    What is the budget of a marketing campaign?

    If you want to professionally explore your brand’s budget possibilities and choose the right promotion channels, use the services of Digital Agency The agency is primarily engaged in the planning and execution of online marketing activities. These may consist of brand building, search engine advertising, public relations, creating marketing communications, optimizing online campaigns or data analytics. The agency’s marketing department will assess budget allocation, recommend solutions in ppc advertising and make any changes to the website.

    There are two main ways to scale a campaign. You can:

    • increase the budget for activities already underway
    • take new activities within the additional budget

    If you decide to choose the first option, try to place your budget in the channel that is most likely to enable you to increase your sales results. It is also a good idea to be able to measure the effectiveness of your advertising efforts. Therefore, in the first case, i.e. increasing the budget of already running campaigns, it will most often be performance activities, such as Google Ads.

    Scaling Google Campaigns

    Scaling Google Ads campaigns is based on the same mechanisms on which you can base the ability to scale other performance measures. That’s why I’ll describe them using just Google Ads as an example. You will be able to scale your business using any performance channel, with the same principles in mind.

    Google Ads is a powerful tool that allows you to reach your target audience easily and quickly. A well-thought-out strategy will not only allow you to get good sales results, but also provide valuable information. E.g. regarding the conversion rate or how your ads are performing against the competition.

    Scaling Google Ads campaigns is, in my opinion, the easiest method of attracting potential customers. It doesn’t require you to be very competent. In most cases, you only need to do one thing – increase the daily budget of the campaign. This is a highly simplified answer, as such an action may not always prove successful, but overall this is how it works. If you notice that any of your Google Ads campaigns are doing well, simply allocate more money to it. After a few days, you will check the effects of such optimization and quickly verify whether the approach is sensible and profitable. You can also add new ad sets or try other advertising activities in an additional campaign based on a similar scheme to the one that is doing well.

    If you want to strengthen your online advertising competence, or even just your Google Ads campaign, you can read our campaign optimization article and how to reduce CPC With the knowledge from these articles, you will learn how to set up your campaigns correctly and allocate more budget without the risk of burning through it. You can also take advantage of individual Google Ads training at SchoolUP

    Scaling marketing campaigns

    When you think you’re getting the most out of the channels you’re already using, it will be important to reach customers through the right methods. Explore advertising opportunities that will resonate with your business. For example, advertising a restaurant from Gdansk on a Warsaw radio station will not be the best idea. Of course, this is an extreme example, but it shows what I mean. Try to match the channels you choose in terms of their usefulness. Take advantage of channel multiplexing: Use a variety of marketing channels, such as online ads, social media, email marketing, SEO, influencer campaigns, etc. A multi-channel approach increases the visibility of your brand and the reach of your ads.

    It is extremely important to keep your message consistent across all channels. Customers can interact with your brand on multiple platforms simultaneously. Using multiple channels will also allow you to be more personalized with your customers. By integrating data from different sources, you can tailor your message to specific audiences, which increases engagement and the effectiveness of your marketing efforts.

    Implementing a multi-channel strategy requires the right tools and technology platforms to collect, analyze and use data from different channels. Therefore, an integral part of increasing marketing spend is also monitoring and analyzing campaign performance across channels. This is a key activity for identifying the best strategies and optimizing marketing efforts. The most popular, and free, analytics tool on the market is Google Analytics 4

    The scaling of marketing campaigns and the potential of any digital activity is virtually unlimited. The markets of any industry are so wide that even the biggest players do not cover them 100%. Therefore, a strategy based solely on increasing the budget will not always work. It is the simplest and fastest method that is worth using in some conditions. Remember, however, that the actions taken when scaling a campaign should be well thought out and properly planned. Start by setting KPIs, as well as determining the potential budget. The mere inclusion of ads is only the effect that your intellectual effort will have.

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    Krystian Karasiński
    Krystian Karasiński

    Marketing strategist and SEM specialist with experience in team management. He has been involved in performance marketing for several years. His favorite area of interest is data analysis.