Facebook ad campaigns are extremely popular amongst businesses of all sizes.
They're a super simple way to get up and running with paid marketing, and since Facebook is the largest social platform in the world, It's a great place to go in order to find almost any type of customer.
Facebook's currently sitting at over 3 billion monthly active users, equalling almost half of the entire world's population - that's a lot of people and a lot of chances to make some sales for your business.
Although it might be simple to set up and run a Facebook Ad campaign, a lot of people are then stuck wondering, "well, what's next?"
While there is a very simple and effective playbook to set up your Facebook ads, there is no one way to go about scaling your Facebook ads.
The beauty of Facebook advertising is that the platform has come such a long way, that you're able to essentially go any sort of direction with your marketing and see some results.
However, it can still be tricky (and scary) to take a gamble at what to do, especially when there's real money on the line.
The first business I ever started failed because I never knew a thing about marketing.
Since then, I've done a lot of things that have helped me cross this chasm, including running a marketing agency.
In this article, I wanted to put together an evergreen guide on how to effectively scale your Facebook (Meta) ad campaigns & maximize revenue.
Side note: If you're a business owner looking for help with your marketing, reach me on LinkedIn to see if I can help!
The first strategy is also one of the most basic of the scaling strategies we're going to discuss today.
The name almost gives away this method of scaling your Facebook ads - it's vertical scaling.
Simply put, vertical scaling is when you take profitable ad sets and ads, increasing their budget strategically to maximize output.
It's as simple as going into your ads manager right now and bumping up your daily spend from $5 to $10, or $15 to $30.
However, a lot of people end up hitting a brick wall when they try to increase their daily spending limit.
The problem is that an advert will not necessarily yield better results the more you throw money at it.
Facebook ads are a delicate process that needs to be fine-tuned in order to work well.
This means that if you're at $5 per day, you can't increase this to $50 per day after a few days.
Instead, you want to grow your daily budget by 20-30% every few days in order to keep results stable.
You should slowly bump up your ad budget in order to reach $50 per day.
As a good rule of thumb, for low-ticket eCommerce products at least, you should only bump up an advert once it reaches 10 sales over its lifetime minimum.
Anything lower, and it might not be worth it.
On top of that, you don't want to touch an advert a few hours after it's running - you want to give each ad at least 2-3 days before making any concrete decisions on whether to scale or pause the ad.
There can be another instance where you achieve the 10 sales, however, the ROAS (return on ad spend) is lower than the breakeven value that you've outlined or the cost per purchase might also be too high.
If any of these are the case, then you may want to choose to pause the ad or give it a few days longer before scaling it.
The more money we put into Facebook ads, the faster it will go through your audience and so the faster you can reach exhaustion.
It's important that you ensure you have a large audience size (at least 1m+) before scaling into larger numbers like $50 per day and higher.
It might be effective to group together small audiences that are profitable in order to make up a bigger audience in one single ad set.
Vertical scaling and horizontal scaling are the two main methods of scaling adverts.
Aside from these, there are no real ways of scaling ads since most strategies fall into either one of these buckets.
While vertical scaling involves increasing your ad budget, think of horizontal scaling as reaching a wider range.
Horizontal scaling refers to the process of expanding existing profitable audiences, laser-focusing on each individual part of it at incrementally higher budgets.
After you find some winning audiences that are responding positively to your marketing campaign, you are then able to expand to more and more audience segments.
The best place to start is to find audiences that are parallel to the ones you're already targeting.
Demographics, interests, geographies, age groups, genders, etc.
For example, if you're targeting people who enjoy Marvel movies, you can try people who might also enjoy DC.
However, this is a big assumption to make and the only way to verify is to test it out.
Facebook has become very powerful through the billions (maybe close to trillions) of data points they've collected over their lifetime.
This means that Facebook advertising continues to grow in efficiency and so we're later going to talk about a very powerful scaling strategy that utilizes Horizontal scaling methods.
For now, you can continue to test new audiences, closely related to the ones already working.
On top of that, you are able to zone in on the exact audiences by using the audience breakdown optimization feature.
This allows you to take a closer look at what geography is working best, what genders are working best, the best age groups, the most effective devices, and so on.
Using this data, you can then hyper-target these people in order to maximize your results.
Once again, this is all theoretical. While it should work, there is no guarantee that these strategies will work 100% of the time.
A final method that people take advantage of when they're scaling their ad campaigns is by leaving their targeting wide open.
This essentially allows Facebook the freedom to show adverts to anyone and everyone on the platform.
Why does this work?
Facebook's powerful algorithm allows it to efficiently detect where to allocate capital from previous data points.
Campaign budget optimization (CBO)
When you first set up and run your Facebook ad campaign, you're going to be setting a daily spending budget at the ad set level.
This, to begin with, might look something like $5-$10.
While some people like to start a little more steeply, $10/day for the first few days should be more than enough.
Over time, as the Facebook algorithm and your pixel pick up on who's buying from you, who's interacting with your ads the most, and so on, they become better at showing your ads to the right people.
At the end of the day, Facebook is a business that wants to make a profit.
In order to make a profit, they need to make other people profit because advertisers are their primary source of income.
That's why Facebook is so heavily invested in improving its advertising platform - it's their main breadwinner.
Let's say that you have 3 ad sets, to begin with.
You allocate a $10 per day budget to each ad set and let them run for a few days.
You repeat the process taught above in the horizontal and vertical scaling strategies, and a few weeks later, you have around 6 profitable ad sets.
From here, you're able to turn on a switch that enables 'campaign budget optimization.'
It's a simple setting that adds an overall budget to your campaign, rather than each individual ad set.
Let's say you put $100 per day across your entire campaign - it doesn't mean that each of the six ad sets gets around $16.67, it means that Facebook will run the ad sets and allocate a larger budget to the more effective ad sets automatically.
This is an extremely effective way to scale your ads because once you've found winning audiences, you can allow the algorithm itself to tell you which ad sets are the best.
From there, it will automatically spend up to $100 per day (or whatever your budget is) while making sure the budget is being spent effectively.
While you still need to come in and check up on the ads, turning off unprofitable ad sets, adding new ad sets, and increasing the budget, this is an amazingly profitable way to scale your Facebook ad campaign.
Change your offers around
One of the biggest downsides of Facebook advertising is the fact that it works as a scroll-stopper or a pattern interrupt.
Whenever you run Facebook ads, you're essentially interrupting people's scrolling and hitting them with an ad in the middle of their feeds.
This can be very annoying, however, the first few times people see your ads, they might be interested.
However, once people have seen your ad over and over, they can become immune to it, and so you'll start to see a dip in your ad's performance.
This is why many people decide to use other marketing channels.
For example, things like search engine ads or YouTube ads are more effective because they're based on intent.
When people search for things on Google or YouTube, it's because they're interested in the matter.
That's the perfect time to hit them with an ad.
After your Facebook ad has been running for a while, it might simply be time to make some minor changes.
This is where you start to change your offer around.
I used to find this part scary - "what if the ads stop working well?"
By now, you would have found some good audiences that are responsive to your ads - if you haven't, then you shouldn't be worrying about scaling your ads.
Instead, you should be reading my article on setting up and running your first Facebook ad campaign.
However, if you have found that golden audience, they should be interested in similar offers that you have to show them.
You can duplicate winning ad sets and make minor changes; I wouldn't recommend making more than a single change per ad set.
For example, if you want to test a new header and new copy, duplicate the ad set twice, and make a single change in each new ad set.
However, if you only want to make one change, such as changing the ad creative (image, carousel, video, etc), then you should only duplicate the winning ad set once, and make the one change you want to test.
From here, it's all the same once again.
You give the new ad sets some time to run, and you come in to check their performance.
Scale the winners, pause the losers.
Earlier, I promised we're going to discuss a really powerful scaling strategy that takes advantage of many other strategies in this article.
The most elite marketers around the world leverage this simple Facebook ad targeting trick to get insane returns on their ad spend.
This strategy is no other than look-alike audiences.
Lookalike audiences are audiences that Facebook creates for you which are based on other audiences you have created before.
Let's assume that you're selling makeup and cosmetics goods - the audience that's working really well is women between 25 and 40 living in the USA, who are interested in Kylie Cosmetics and MAC.
You can take this profitable audience and tell Facebook that you want them to create a lookalike audience based on this one audience.
You can choose a number between 1% and 10% to better tell Facebook how narrow or wide they should be searching for these people who are closely related to your profitable audience.
1% lookalike audiences include only those people who most closely match your base audience, while 10% casts a wider net on people who might not be so closely related.
However, you never really know what might work best until you test it out yourself.
You can test out 1%, 2%, 5%, 10%, or however you choose to approach it.
Keep in mind that the lower the percent amount, the smaller your audience will be and so the more expensive your ads might* be.
A lot of the time, however, lookalike audiences are cheaper than cold audiences because they're very well optimized.
Similar to the first scaling strategy, you should not create a lookalike audience when you don't have a lot of data to go off.
Only scale an audience that has had at least 10 sales or more over its lifetime, while maintaining a strong ROAS and cost per acquisition/purchase.
I strongly recommend that you combine this strategy with the horizontal scaling strategy.
This way, you always have new and large cold audiences to test out which can feed into your lookalike audiences, creating a powerful loop of profitability.
There are always other methods to scale marketing without running paid ads - content marketing is likely the best method.
You now understand 5 extremely effective ways to scale your Facebook ad campaigns.
Remember, with great power comes great responsibility!
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