9 Tips to Help You Scale Your Facebook Ads Campaign
Facebook ads can be a highly effective traffic source once dialed in and scaled, but the "scaling" part is the most difficult component of paid traffic.
Locating your target market and audience on Facebook isn't that difficult. After all, one of the most attractive parts about Facebook ads is the targeting options -- no other platform gives you the kind of targeting opportunities that you have access to on Facebook. So, generating some sales or leads isn't hard.
But, scaling that success to see hundreds and even thousands of sales -- daily -- can be a major challenge.
Ads get stale. Audiences become immune to your ads. There are several hurdles you will be faced with.
So, what is the answer?
I asked several Facebook marketers for their best tips when it comes to scaling a paid campaign. Let's jump right into what they had to say...
1. Gather enough impression data to scale properly.
"When testing, don’t choose a winner -- ad or ad-set -- to scale until each one of them has at least 1,500 impressions. Don’t scale ad-sets too fast. If you just bump up the budget abruptly, they will 'break.' Try increasing budgets by 20 percent a day over the span of a few days. If you want to scale faster, duplicate the winning ad-set and assign more ad spend that way.
While scaling, keep a close eye on your relevance score. If you are using lookalike audiences, be careful because the broader the lookalike, the more chances your ad will lose relevance." -- Deniero Bartolini, Gold Rush Social
2. Understand the difference between horizontal and vertical scaling.
"If you've found a campaign that's working there are two ways to scale -- horizontally or vertically.
Horizontally, meaning expanding the target group -- and the budget relative to the size of the target group -- via lookalike audiences, expanded detailed targeting, etc.
Vertically, meaning pumping more budget into the campaign. The more budget, the better the results -- because you're more likely to win auctions and get that valuable impression, click or other desired KPI." -- Christina Albe, Haus von Albe
3. Need a combination of data and budget.
"Data drives learning. It's impossible to scale in today's Facebook environment without data. You need user interactions -- and lots of them -- to accurately target and hone campaigns for improvement. Running many variant ads at once will produce a ton of useful data, so the organization has to be ready to ingest and develop insights from that data run.
Budget drives data. Conversely, you'll never get adequate data without a sufficient campaign budget. Brands that want to spend as little as possible won't be able to deliver enough conversions in order to optimize and scale successfully. So it's bit of a chicken and egg problem, but if the client trusts the agency, then proper budget should be allocated to get meaningful results." -- Nicholas Kinports, NOTICE Agency
4. Focus on these four components.
"There are four scaling components to consider.
- Vertical Scaling: What most marketers do when scaling is ramping up the budget in hopes that everything will be alright. This is a sure-fire way to screw up your campaigns. If you want to stay away from the danger zone, I recommend increasing your budget by 50 percent every three to five days. This will give Facebook enough time to adjust to the new budget increase.
- Horizontal Scaling: It is essential to have fresh ad-sets when scaling your campaigns. Horizontal scaling is the process of researching more audiences or creating custom audiences from the ones that are already performing well and launching new ads-ets with them. When using this scaling method, make sure your audience overlap between ad-sets doesn`t extend beyond 30 percent, otherwise you will be competing against yourself.
- Creative Scaling: Creating new ads for the same audiences is another great way to scale. People get tired of seeing the same stuff over and over again. This is not 2008 -- ads on Facebook that run for ages are starting to become a rarity. You have to make sure that you keep your creatives fresh. If your frequency starts to go up maybe it is time to swap those ads. By doing this, you are 'reactivating' those people that got tired of seeing your old ads.
- Offer Scaling: If you think you can build a scalable business with just one offer you are already dead in the water. Scaling on Facebook requires variety -- not just in terms of creatives but in terms of offers. Let`s say you have been offering that same lead magnet (cheat sheet) for a while. Create a new lead magnet with the same content but delivered in a video series, for example. Or maybe you only have one course to sell. Create a new course that solves a different problem for your audience. Now you have two core offers you can market.
What you need to understand in order to succeed as an advertiser is that Facebook, like any other medium, wants to keep their users on the platform. They don`t want you to show the same stuff over and over again to the same group of people. Scaling requires variety and that is how you are going to succeed." -- Pedro Campos
5. Make sure to switch up creatives often.
"Execute Creative Variation. Make sure to refresh your Facebook ad creative often, otherwise viewers will get saturated. One case study is a health and beauty client of ours, who scaled revenue by over 1,100 percent YoY. Here’s what we did. We asked the client to provide eight creative versions, and we optimized for both Facebook and Instagram, along with Instagram stories.
Because these ad units are relatively inexpensive (Instagram Stories), they are great opportunity to scale your brand economically. Another one of our health and beauty clients took advantage of lower general investment and competition on Facebook and Instagram Stories, driving an incremental 450 purchases at below average CPA. Just make sure you structure your ad accounts the correct way -- it can hurt how well they can track and optimize performance down the road. Don't use too many exclusions. Assure your account structure is set right from day one.
We are platform agnostic, but often recommend Klaviyo as the email service provider for its segmentation power, low development cost and audience syncing capabilities. One case study to mention is a men's clothing client who integrated email subscriber and purchaser data with Facebook. Targeting segment scaled significantly, driving 20 percent of total purchases with a CAC 50 percent lower than overall average. Take advantage of Klaviyo’s tutorials, resources and blog posts to learn how your brand can do the same." -- Kevin Simonson, Metric Digital
6. A/B test everything.
"Scaling your Facebook Ads isn't always an easy thing to do -- it can be a little daunting because you don't want to have a huge impact and lose a high conversion rate. So, that's why A/B testing is a great idea, utilizing what Facebook calls a 'Split Test.' This will give you the ability to test different versions of your ads so that you're able to use the data to decide which is more effective rather than guessing. With this, you can work out how best to address your target demographic and increase your spending and budget." -- Charlie Worrall, Imaginaire Digital
7. Pay attention to the optimization point.
"My best tip for scaling a campaign with Facebook Ads is paying attention to the optimization point. For example, if your campaign starts by optimizing for an event further down funnel but you have low conversion rates at each step at the top of the funnel I recommend moving the optimization point to an earlier funnel event. In conjunction with moving the optimization point further up funnel at the ad set level, you’ll also want to make sure that your creatives and copy in your ads connect with the new optimization point.
For example, if my initial optimization point is purchase and I move it to registration, then my copy and visual representation should emphasize registration. You should also use social proof or testimonials and possibly offer a free trial until you see better down-funnel conversions. Other than audiences, changing the optimization point is the most significant lever you can leverage in FacebookAds Manager. If you can’t stabilize an account early in your funnel, you have no chance to scale." -- Patrick Dean Hodgson, Media Dean
8. Focus on your creative, offer, conversion, AOV and LTV.
"I personally manage over $2m in ad spend per month and have scaled campaigns to as much as $80,000 per day.
With increased costs on Facebook, every day I see more and more advertisers complaining about how their ad campaigns are no longer working. I also see people trying to share ways to 'hack' the Facebook algorithm, how to set low bids, and more.
The problem is that focusing on 'hacks' on Facebook isn't a long term sustainable strategy. If you want to future-proof your business as Facebook becomes more and more expensive, you need to focus on the foundations of your business and the biggest levers in advertising; and these are advertising and business principles that have nothing to do with the knob you turn on Facebook.
If you want a truly scalable campaign, you need to spend a lot of your time and attention on your creative, offer, conversion, and your unit economics (AOV and LTV).
When it comes to scaling, nothing is a bigger lever than a great offer. If you look at Domino's Pizza and their rapid growth in the 2000s, it was due to their '30 minutes or less, or it's free' offer. It turned buying pizza into a game. People felt like they could get 'free pizza.'
If you look at the offers that scale on Facebook, people often feel like they are getting a steal.
One example of this is at BombTech Golf -- we had a golf driver that we were selling for $297. Due to the price point, we saw inconsistency in our ROAS and ability to scale. We then looked at our margin and added a free 3-wood with any purchase of a driver and our ROAS jumped to nearly 6x on new acquisition campaigns and we able to scale even further.
Before focusing on Facebook ads, I was in TV advertising; and one of the biggest determinants of success was the creative. A bad creative would lose you a ton of money and a great one would scale beyond belief. Well, the same is true with Facebook.
Whenever I start with a new brand, I spend the majority of our time focusing on creative. In today's Facebook environment, it is harder to get an audience wrong than a creative wrong. Furthermore, with the data you collect on buyers combined with Facebook improved algorithm, Facebook will often find your best audience anyways.
I've seen the power and impact of creative in several brands. At 10xFactory, we went through 24 creatives until we were satisfied with our cost of acquisition. From beginning to end, we reduced our cost of acquisition by 75 percent. We saw this same impact for Hunt A Killer, and eventually found an ad that became our control for a year and enabled us to scale from $0 to 8-figures in a year and become one of Fast Company's 'Most Innovative Companies.'
Want to cut your advertising cost in half? Simple. Double your conversion.
After optimizing your creative and offer, often the biggest lever you have is increasing your conversion.
It is way easier to double your conversions than make your well-optimized offer and creative twice as effective.
This means embracing a culture of testing. We did this by introducing a quiz into our website where we asked questions to help customize the experience for a subscription box.
This simple change resulted in our conversions nearly doubling and our cost-to-acquire a customer being cut in half.
AOV and LTV
There is an old phrase in advertising that says 'he (or she) who can afford to pay the most for a customer, wins!'
This means if your business can afford to pay more than your competitors, you can eat up market share and expand.
When looking at ways to scale your advertising efforts, you need to look at what you can do to increase your average order value to improve cash flow and what you can do to expand lifetime value.
If you are looking to increase AOV, you can test stuff like up-sells, bundles and more. With a cat litter brand, we were able to increase AOV simply by offering a mat to go along with the litter.
In terms of LTV, there are several things you can do: 1) product launches, 2) more email follow up, 3) if subscription, focus on reducing churn, etc.
Overall, the largest campaigns I've scaled (upwards of $80,000 per day) were able to do so because I focused on the fundamentals of marketing and not the 'ninja tricks' or knobs I needed to adjust in Facebook." -- Eric Carlson, Sweat Pants Agency
9. Scale by through aggressive re-targeting across multiple platforms.
"A lot of Facebook advertising success comes when you add other advertising platforms into the mix. When I'm scaling a Facebook ad campaign, I won't just re-target website visitors using Facebook ads -- I'll also re-target website visitors through Google display ads and Youtube advertising.
The goal is to stalk your customer as they surf the web -- sounds creepy? Absolutely. Profitable? Yes.
So when you decide to scale up your Facebook ad campaign, focus on re-targeting your website visitors across multiple platforms -- because it works.
Also, don't put all your website visitors into one re-targeting bucket. Break them up into different audiences based on which pages they visited or by how much time they spent on your site." -- Jonathan Gorham, Engine Scout