Decentralized architecture is the process of structuring our ad accounts, campaigns, adsets and ads in a way that decentralizes spend and load balances it evenly.
This allows us to scale our spend by adding additional clusters, not increasing the existing ones. The biggest enemy of scale is entropy, at a certain load disorder and diminishing returns set in.
To avoid this, we architect our ad accounts so that the spend is evenly distributed at safe levels without entropy.
Initially we scale using 1 ad account and 1 cold traffic campaign with all your audience and angle variation happening at the adset level.
Scale all of your winning angles to 5-15x CPL, create ad variations on those angles and scale them to 5-15x CPL. Keep going until you reach the limits of your audience, don’t exceed $10/10,000 people.
Entropy exists everywhere, we see it occur at the adset level at 5-15x CPL, we see it appear at the campaign level at $1,000 /day and at the ad account level at $5,000 /day.
We design the structure of our machine based on the entropy threshold limits: When you get to $1,000 /day in a campaign, create new campaigns for each angle and take them to $1,000 /day with adsets that are at 5-15x CPL. When you get to $5,000 /day in a campaign, create a new ad account for retargeting.