If you’re currently spending $20-$100 a day on different types of Facebook ads and getting a good return on ad spend (ROAS), you’re probably itching to figure out how you can scale that success to grow your company even further. Maybe you’ve tried increasing your daily ad spend only to see your returns drop, or maybe you’re just not sure what else to focus on.
Scaling your Facebook ads means growing your ad spend while still making a profit, which can be difficult for companies of all sizes.
Although a $50 daily budget might make it easy to rebound from a bad day, not seeing a return when you’re investing hundreds of dollars can be detrimental to your finances. Here are my best tips for effectively scaling Facebook advertising and thus the thanks to introducing them to help you successfully move from a $50 daily ad spend to $500.
1.Increase The Size Of Your Audience
Rethinking the components of the audience you’re focused on is the first step to scaling your promoting budget beyond $50 a day.
Increasing the size of your Facebook Pixel’s audience from tiny, narrowly focused audiences to larger, wider audiences would give your Facebook Pixel more opportunities to find new customers.
2.Increasing The Size Of Your Lookalike Audiences
Lookalike Audiences are one of the simplest ways to find potential customers on Facebook, so if you’re running lucrative Facebook ads, you’re probably already familiar with them.
A one-percentage-point resemblance Many advertisers start their targeting with an audience-supported inventory of their consumers. However, if you advertise to the same community for a long time, you’ll experience viewer fatigue, which is a drop in ad success that occurs when the majority of your audience has already seen your ad.
High-frequency rates, increased CPMs, and a general decrease in output are all signs that you might be approaching audience saturation.
Although a tenth Lookalike Audience contains some of your best prospects, scaling your budget to a third or 5% Lookalike Audience of an equivalent group would enable you to scale your budget without exhausting your audience.
Depending on your region, a 3–5 per cent Lookalike Audience typically consists of 5–10 million people.
If you’ve had success with a tenth Lookalike Audience, your Facebook Pixel should be packed with useful data that the Facebook algorithm will use to sort through this larger audience and find you even more likely buyers, avoiding some of the risks that a replacement advertiser with little or no Pixel data would face when targeting such a large audience.
3.Increasing The Scope Of Your Location Targeting
Finding secondary markets can be a perfect way to attract new buyers at a low cost when it comes to expanding your audience. Your ability to sell to different countries would be determined by your product and delivery system, so if you’re selling lightweight products or drop shipping globally, you should certainly think about going global.
For example, the United States has one of the largest populations of internet buyers, but there is also a lot of competition to attract customers in this area.
Various countries with large English-speaking populations, such as Canada, Europe, and South America, are often overlooked.
Once your Facebook Pixel has gathered enough information about your customer profile in one country, it can easily apply what it has learned to find new customers in other countries. Creating a tenth Lookalike Audience with several countries outside of the United States might be a good way to expand your scope and take advantage of the lower CPMs in these less competitive regions.
Tip: When targeting people outside of the United States, make sure your language settings match the language used in your ad and on your website, so that only people who know your language can see your ad.
4. Construct Your Funnel
You’ll want to put more money into creating a segmented Facebook funnel in addition to seeking broader cold markets to concentrate on.
The majority of Facebook newbies used their first promotions to find new clients or retarget website visitors. As you increase your daily ad spend from $50 to $500, you’ll want to add more layers to your Facebook funnel.
Optimize for higher-funnel objectives
Building a “hot” audience is a simple way to extend your Facebook advertisement funnel. Individuals who have shown some degree of interest in your brand or goods by doing things like watching a video on your page or visiting your website are considered warm audiences.
Scaling your Facebook ad spend can include expanding your warm audience. Since these individuals have only recently become acquainted with your image or seen your item, retargeting a warm crowd yields a higher ROAS than retargeting a cold crowd.
Another advantage of engaging this audience is the bidding on these higher funnel targets, such as:
- Video views
- Content views
- Add to cart
- Initiate checkout
By allocating a portion of your promotional budget to these higher funnel goals, you’ll be able to create a much larger warm audience that you can retarget for sales. Your warm audience should be segmented.
Segment your warm audience
As you scale your ads to reach a wider audience, your warm audience will naturally grow. You’ll want to scale the high-performing audience if you have a blanket retargeting audience that serves ads to everyone who has visited your website in the last 30 days.
Instead of senselessly raising your budget on warm traffic, break down this large group of potential customers to see which segments are bringing in the most money.
Creating different ad sets for the following is a smart way to segment your warm audience:
- Video viewers (25, 50 or 75%)
- Page engagers (180, 60 or 30 days)
- Website visitors (180, 60 or 30 days)
- Viewed content (60, 30 or 7 days)
- Add to cart (60, 30 or 7 days)
Put individual budgets against each segment to see which one of these audiences performs better when retargeted. If you’ve identified your top performers, you’ll allocate more budget to these segments and start running advertisements tailored to that goal in a separate campaign.
If you don’t segment your retargeting audiences, your whole budget might be going to a lower-performing group like site visitors, when it’s just your truck abandoners who are driving the sole benefit for ad spend and can understand how much more money you have.
5. Expand The Budget
Increasing your budget, as obvious as it might be, is the most important step in scaling your Facebook advertising.
Scaling ads means adding more money into the network to generate more results,
whether you’re setting a regular, weekly, or monthly budget.
The prospect of spending more money on ads with no promise of a return can be intimidating to a risk-averse business owner. It’s difficult to imagine losing money day after day on advertising that doesn’t convert, particularly if you’re investing your own money in your company’s development. You will invest your money more effectively if you follow Facebook’s guiding principles for budgeting.
Pay attention to the “Learning Phase”
‘Learning Phase’ is a phrase you might have come across in the Facebook Ad Manager. When you launch a replacement ad set, Facebook enters a Learning Phase, and this message is normally displayed next to your ad set until it has delivered 50 optimization events.
The training Phase is broken down in detail on Facebook’s support page. In summary, they developed this step to inform marketers that once a replacement ad collection is launched, Facebook’s algorithm will take a certain amount of time and money to figure out who to serve your ad to.
One benefit of the learning phase is that it will serve as a guideline about how much money you can put into a replacement ad set. The general rule is to multiply your average (or acceptable) cost per transaction (CPP) by 50, then divide that amount by the conversion window you’re using to determine your daily budget.
So if your CPP is $30 and your conversion window is about to 7 days:
$30 x 50 = 1,500/7 = $214
Based on the example above, setting your budget to $214 would ensure that your ad set has enough funds to complete the training process and optimize in accordance with Facebook’s guidelines.
However, Facebook warns that results during the training phase would be variable, with some good days and a few bad ones.
Facebook also emphasizes the importance of not making changes to your goal during the planning phase, as even minor changes will cause it to be reset.
Essentially, Facebook is stressing the importance of patience, and avoiding the temptation to cut back or make improvements.
Giving your ad collection enough budget and time to optimize might be one of the most important aspects of scaling your Facebook advertising.
Create split tests to optimize your spend
The opportunity to run split tests alongside your campaigns is a new function that Facebook has added to the Ad Manager. Previously, each ad set had its own budget, making it difficult to scale audience testing.
With the new split testing feature, you can set a large upfront budget on a campaign level and let your different audiences fight for it. The Facebook algorithm can easily determine which ad set is the most effective and allocate the majority of your budget to it.
These split tests result in less budget being lost and give you the ability to scale your regular budget without risking it on a low-performing audience.
So after reading all this what are the most important “Takeaways” when you go back to your ad manager?
- Increase audience
- Expand lookalike audience
- Expand lookalike targeting
- Build your funnel
- Increase your budget
These are the 5 most important things to look at when you are thinking of scaling your ads. If you are relatively new to Facebook ads you might have a tough time searching finding yourself around in the ad manager. But I can ensure you it only takes some practice and one or two tutorials.
For those how have been on Facebook ads for a while, think about how you are setting up your ads.
Are you doing it as efficient as possible?
Are you getting the most out of your cash? Think about it and if needed make the right changes.