Have You Ever Scaled Too Early?

[Rivertraffic]

Most media buyers have done it at least once.

A campaign shows profit.
You increase the budget.
And everything falls apart.

What's your biggest lesson from scaling too early?

 

[MarkDon]

Oh, I remember that I’ve burned budgets this way too, so the biggest mistake for me was treating a profitable day as proof that the campaign was ready to scale. Sometimes it’s just a good traffic pocket or temporary luck. Now I prefer smaller increases and watch how the campaign behaves after each change instead of jumping straight from $100/day to $500/day. Scaling is more about stability than speed imho.