The scaling of your Facebook Advertising campaigns can be divided into 3 categories.
Target audience
Ad budget
Ad creative
To scale your Facebook ads we are assuming that you have nailed your initial messaging to your audience and are looking to scale this message.
If you have not done the above then you should start with this post on delivering the right message to the right audience.
If you still need to build your funnel read our guide on scaling your Facebook ads sustainably.
Growth Vs Profitability With Facebook Advertising
Which is better when looking to start scaling Facebook ads high growth or slower but profitable growth?
With high-growth Facebook ads, you will be running Facebook ads that may not be profitable.
You know you are spending for high growth if you are having one of the following conversations.
Considering continued spending even though your CPA is higher than your AOV, to drive traffic or lead growth.
Your goals are set based on growth KPI's and not efficiency. For example, "We need to grow by 2-3 times this year."
For those who are focused on profitability, the conversation is centered around.
Keeping your CPA lower than your AOV, with a relentless focus on 60-90 day LTV.
Goals are based on an MER rating (total revenue/ad spend), or a similar metric.
When looking to scale your Facebook ad campaign you can use either method, just make sure you know what your end goal is before your start scaling your Facebook ads.
Scale To New Facebook Target Audiences
If you have Facebook ad campaigns that are performing well and wish to expand to new audiences here are two ideas.
Retargeting with Custom Audiences
Using lookalike audiences to find similar audiences on Facebook.
Scaling Facebook Ad Campaigns With Custom Audiences
The easiest way to start scaling your Facebook ad campaigns is by creating custom audiences.
What Are Custom Audiences?
Custom audiences allow you to target your ads to people who have already taken an action that you define.
For example, you could create a custom audience of previous customers who bought from you.
Or, you could create a custom audience of people who have added items to their shopping cart but haven’t purchased yet.
For a more in-depth review of custom audiences, feel free to read our guide.
How To Make It Work
The primary reason we are making these custom audiences is for retargeting and lookalike audiences.
For retargeting, the primary goal is to increase the revenue from visitors who have heard of your brand already.
By retargeting new visitors who haven't purchased, you can grow your revenue from new customers and become more efficient with your ad spend.
Scaling Facebook Ads With Lookalike Audiences
Another way to go about scaling Facebook ads is to use a Facebook lookalike audience.
The Facebook lookalike audience uses a custom audience to create an audience that "looks like" the custom audience.
For example, if you have a list of purchasers you can create a lookalike audience of this custom audience.
If you would like to learn more about lookalike audiences and how they can help you scale your Facebook ads campaigns you can read our blog post on this topic.
How to make it work
Introducing new Facebook lookalikes is an excellent choice once you have an established message and wish to scale your ad budget.
If you have not established your message and expand/start your new lookalike audiences too quickly you will run into a problem if your Facebook ads do not perform
This is the problem of not knowing why your Facebook ads are not performing.
Is it your ad creative, wrong video or image
Is it your copy that's not communicating well
Or is it your audience, the message is right to the wrong people.
By limiting the audiences we are testing to start Facebook can optimize our Facebook campaigns faster and we can eliminate one of the variables for a poorly performing ad campaign.
Scaling Your Facebook Ad Spend
There are two primary ways to scale your Facebook ad campaign budget successfully.
Incrementally
All at once (CBO)
Scaling Facebook Ads Incrementally
If you have a Facebook campaign that is performing well and wish to scale the existing campaign budget, you can do this by increasing the budget incrementally.
You've probably heard of Facebook's learning phase this is the period where Facebook is optimizing your ad set to get the 50 conversions needed.
If you do hit the 50 conversions needed to optimize your Facebook ads Facebook will notify you in the delivery column of the Facebook ads manager, look for, "learning limited" if you did not hit the conversions needed.
During the learning phase, it is recommended that you don't take the following actions as they may disrupt the Facebook learning phase.
Edit your Facebook ad
Have multiple similar target audiences
Use an unrealistic ad budget
Once your Facebook ad campaigns are optimized, you can expect similar results to the current ones, until you make major changes to the ad campaign.
If you do re-enter the learning phase this will reset your optimized ad set.
How to make it work
To avoid re-entering the learning phase when scaling Facebook ads, you should increase your ad budget by 20% every 3-5 days.
Increasing by more may send you back to the learning phase.
In the past, I've increased ad spend by as much as 40% without the learning phase being affected.
That being said I've also increased the ad spend by 40% and seen my Facebook campaigns sent back to the learning phase.
So consider increasing by more than 20% at your own risk.
Scale Facebook Ads Immediately With Campaign Budget Optimization (CBO)
If scaling by 20% every few days is too slow for you.
Try testing your audiences and ad creative by starting with an ad set budget and then moving to CBO once you find your successful Facebook ads.
I prefer to start with ad set-based bidding. This allows me to dictate and have control over how much each ad set receives in ad spend.
For example, if I have 2-3 different ad sets each with different audiences, Facebook is going to recommend that I have 50 conversions a week to optimize each ad set.
By setting my budget at the ad set level I can ensure that my ad set's daily budget is spent appropriately to reach the 50 conversions needed.
With campaign budget optimization, by contrast, Facebook will delegate ad spend to the target audience that has the best results.
This could see 1-2 of your ad sets receiving little to no ad spend and not knowing if the audience in that ad set could have performed.
How to make it work
Once you have a message that connects with your audience, you can dive into campaign budget optimization.
Take your best-performing ad sets and move those Facebook ad sets into a new CBO campaign.
Set the ad budget at the new spend level.
By duplicating your successful Facebook ads into a CBO ad campaign you can start your ad budget out at a higher number and spend more efficiently across your best-performing ad sets.
Scaling Your Facebook Ad Creatives
Looking to successful scale your Facebook ad creative?
Here are two ideas for scaling your Facebook ad creative
Use influencer posts, to create content faster
Rotate ad creatives to keep CTR high
Scaling Facebook Ads Through Sponsored Influencer Posts
One way to create content faster and increase reach and traffic is through partnerships with influencers.
These influencers can post about your brand and products and will receive a sales commission in return.
Within the Facebook ads manager, you can request access to their Facebook and Instagram account and run a Facebook ad from their account or in partnership with them.
How to make it work
To scale this strategy we are going to request access to our influencer's Facebook and Instagram accounts.
You can do this from your Facebook ads manager account, in the business settings.
Once you have access and your partners start posting. You can post from their page directly from your ads manager.
Just hit the drop-down for the Facebook page and switch to post from their page.
This can be a win-win as the influencer sees more reach and you get the benefit of the successful Facebook ad.... without having to spend creative resources making it.
Rotate Your Ad Creatives
Once you have a message that connects with your target audience you can begin scaling by rotating your ad creative.
This will prevent ad fatigue, where Facebook users scroll past Facebook ads they have seen before.
How to make it work
The trick here is to make your ad creative similar enough to your previous successful Facebook ads that existing customers or visitors can recognize the brand by the image.
At the same time, it stands out as being different enough that the viewer doesn't scroll past it immediately.
Need Help Scaling Your Facebook Ad Campaigns
Facebook ads can be scaled by expanding to new audiences, increasing the budget of successful Facebook ad campaigns, and iterating on your Facebook ad creative.
If you are looking for help scaling your Facebook ad campaigns book a call with me.
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