6 LEARNINGS FROM GROWING OUR FACEBOOK SPEND FROM $0 TO $500K

Hi, my name is Oleg Popov and I’m responsible for growth at Scentbird. We have been growing from $0 to $500k in monthly facebook spend for a year. All our spend is pure DR oriented so we have ROI behind each dollar we spend. And here I want to emphasize a few important things we’ve come to learn:

1. The most obvious one — facebook can’t fix a product. If you see that whatever you do it doesn’t drive more sales or it leads to a huge CPA — most likely you don’t have a product-market fit. Keep pivoting till you find it.
2. Scaling comes along with a higher CPA. It’s not always smooth — sometimes your CPA is flat while you scale and then, on a certain point of time, it spikes and never drop down. This you can consider as your new CPA. The reason is very easy — the further you go — the fewer people will be ready to convert right away. You can think of it through an adoption curve.
3. Different types of campaigns (video view, engagement, website conversions) overlap differently. So if you target the same audience with WC and VV campaigns it has a lower overlap if you do it with the same type of campaign. The reason is simple — their optimization algorithm is looking for a different type of users. And we have a great success driving sales from video view as well as from engagement and conversions.
4. The bigger your spend —…