How to Scale Facebook Ads + 5 Strategies from Experts

Scaling Fb advertisements includes both growing advert spend or increasing your viewers to get extra attain, conversions, or income (with out sacrificing efficiency). Study 5 methods consultants use to scale — and when to make use of them to get the perfect outcomes.

Scaling Fb advertisements will be intimidating, even should you’re not a newbie.

A number of elements are concerned, making it tougher to determine the perfect strategies to scale your campaigns with out burning by way of your funds.

So what do you do once you’re caught within the Fb advert scaling course of?

Discuss to the professionals.

We interviewed PPC consultants who managed Fb campaigns throughout industries to get their superior insights on how and when to scale Fb advertisements. Let’s get began.

5 methods to scale Fb advertisements

So that you’ve received a well-performing Fb advert set primarily based on the KPIs you set in the beginning of the marketing campaign. You’re producing outcomes at a price that is smart to your corporation, and now you wish to scale.

However how?

Let’s dive into 5 PPC expert-approved Fb advert scaling methods you need to use to get even higher outcomes.

1. Enhance Fb advert marketing campaign funds
2. Optimize profitable advert campaigns
3. Check video advertisements
4. Increase lookalike audiences
5. Construct a gross sales funnel

1. Enhance Fb advert marketing campaign funds

An efficient and easy approach to scale Fb advertisements is to extend advert funds (aka vertical scaling). Rising advert spend permits you to attain extra of your Facebook target audience, probably resulting in extra conversions.

However earlier than implementing a funds improve throughout all of your new advert units, let’s focus on easy methods to improve the Fb advert marketing campaign funds with out sacrificing marketing campaign efficiency or return on advert spend (ROAS).

Determine marketing campaign funds optimization in the course of the studying part

First, it’s essential to undergo the training part.

The training part is when Fb’s algorithm makes use of a portion of your advert funds to find out the perfect viewers to your advert. This ends after Fb delivers 50 optimization occasions, usually taking a couple of week.

There’s no approach to keep away from the training part, so give Fb a enough funds to be taught what it must know to optimize your current marketing campaign.

Arham Khan, co-founder of Pixated, suggests figuring out enough day by day advert spend for the training part by multiplying the common price per buy (CPP) by 50 after which dividing this by the conversion window.

So with a CPP of $20 and a conversion window of seven days, we get a day by day funds of $143.

($20 x 50) / 7 = ~143

By setting the day by day funds at $143, you’re permitting Fb to finish the training part and attain a totally optimized viewers in only one week.

“It’s additionally value noting that advert efficiency is inconsistent in the course of the studying part,” Khan says.

“The bottom line is to journey it out and never change your marketing campaign throughout this time. Even a tiny tweak can reset the training part course of and invalidate its outcomes.”

Enhance advert spend slowly

In case you make vital edits to your marketing campaign, advert set, or advert, it will set off the training part to begin over. So to keep away from this, improve your Facebook ad budget slowly and strategically.

Goal to extend the funds by 20% as soon as per week. Which means should you’re at present spending $20 a day, you possibly can improve the day by day funds to $24 the primary week, $28.80 the following week, $34.56 the following week, and so forth.

Save time utilizing customized guidelines

Don’t wish to manually alter your advert funds daily? Set budgets mechanically by making a customized rule.

We suggest setting the rules to extend your day by day funds by 20%. For frequency, select As soon as Weekly, and apply it on the advert set degree.

Create situations to be sure you’re solely scaling the appropriate advert units. For instance, you possibly can create a situation to solely scale advert units with a CPP of lower than $10.

Break up-test your funds

One other approach to optimize your Fb advert marketing campaign funds is by split-testing. Khan suggests “establishing a big upfront funds on the marketing campaign degree, then letting audiences unfastened to ‘compete’ for it.”

The Fb algorithm will rapidly decide which advert set performs finest and allocate many of the funds to that advert set.

“Break up-testing allows you to scale your day by day funds with out losing cash on an underperforming viewers,” provides Kahn.

Set a dynamic frequency cap

Riva Jeane Might Caburog, PR/Media Coordinator at Nadrich & Cohen, suggests implementing a dynamic frequency cap technique to extend advert funds.

As a substitute of a hard and fast cap, you’ll alter the funds cap primarily based on the gross sales funnel and engagement degree.

“As an example, you possibly can restrict preliminary exposures to a low frequency to stop advert fatigue amongst new prospects,” Caburog says.

“As customers progress, incrementally improve the cap to make sure they obtain extra related messaging with out feeling overwhelmed.”

Caburog additionally suggests elevating the frequency cap of those that clicked however didn’t convert so you possibly can retarget them. And you must decrease the cap for many who already transformed to keep away from pointless advert publicity.

“This dynamic technique maintains advert freshness and maximizes your funds effectivity. It additionally prioritizes spend on customers displaying increased intent and minimizes waste on those that’ve already taken motion,” Caburog provides.

2. Optimize profitable advert campaigns

After discovering a profitable advert set, it’s time to optimize it for the perfect outcomes.

Discover your best-performing Meta advertisements and run checks to find out what would drive higher outcomes. Then, run Facebook ads together with your optimizations applied.

Check, optimize, and scale

Magee Clegg, CEO and founding father of Cleartail Advertising and marketing, takes a three-part method by testing, optimizing, and scaling to get the perfect outcomes for shoppers.

Through the optimization part, Clegg takes information from testing to find out the place to begin with optimization.

For one particular consumer, this concerned “refining the advert copy and visuals, adjusting the focusing on parameters to focus extra on the viewers segments that confirmed the best engagement, and enhancing the calls-to-action to drive extra conversions.”

As soon as his crew was assured concerning the high-performing advertisements, they regularly elevated advert spend and monitored marketing campaign efficiency, continually testing new advert variations and fine-tuning the viewers focusing on.

The outcomes?

“The marketing campaign resulted in a big improve within the variety of inbound requires the consumer. Over a interval of three months, we noticed a 25% progress in calls, which immediately translated to a considerable improve in income.”

When A/B testing your new marketing campaign artistic, bear in mind to only check one ingredient at a time.

For instance, should you’re an ecommerce model, you would possibly attempt testing out totally different CTAs like “add to cart” or “purchase now” to see which performs higher.

However once you change a couple of ingredient throughout an A/B check, you then gained’t know which of the weather contributed to the advert’s efficiency.

Don’t overlook to optimize touchdown pages too

Your advertisements aren’t the one issue that impacts conversions. If you wish to get higher outcomes out of your high-performing advert units, take time to evaluation and optimize your touchdown pages.

David Godlewski, CEO of worldwide cloud communications firm Intelliverse, suggests implementing A/B testing to establish the touchdown web page components that convert finest.

He suggests utilizing heatmaps and analytics instruments to pinpoint the place customers drop off the web page. Then, refind the consumer journey in line with your findings.

Right here’s an instance of an eye-tracking heatmap that exhibits which areas of the web page get essentially the most consideration and are literally seen by the customer:

“Rising your advert funds with out optimizing touchdown pages is like pouring water right into a leaky bucket,” Godlewski says.

“It’s worthwhile to grasp optimization to protect ROI and make sure the further funds yields higher outcomes. Doing so creates synergy between advert spend and touchdown web page efficiency, which drives extra worth out of your Fb advert marketing campaign.”

Duplicate profitable advertisements

Along with optimizing current advertisements, you can too manually duplicate your most profitable advertisements and serve them to a brand new viewers, or a bigger viewers.

This type of horizontal scaling permits you to create further advert units with a better funds, growing conversion alternatives.

You possibly can even create a customized rule that’ll notify you when an advert meets sure situations figuring out it as an advert you could wish to duplicate. For instance, in case your advert reaches a certain quantity of impressions, purchases, CPP, or one other certainly one of your KPIs.

3. Check video advertisements

Fb customers devour thousands and thousands of hours day by day on the platform. The truth is, Meta founder Mark Zuckerberg says that video accounts for almost half of all time spent on Facebook.

So, it stands to motive that many companies can produce higher Fb promoting outcomes in the event that they incorporate video advertisements into their social media advertisements technique.

Put a well-recognized face within the video

Getting compelling video advert content material out of your model or consumer could also be difficult. Nonetheless, typically a well-recognized face is all it takes to cease the scroll and get folks to interact together with your video advert.

Fractional CMO and Fb advertisements skilled for small companies, Stacy Reed was serving to a consumer scale her progress with Fb advertisements. Throughout that point, she examined totally different video advertisements with and with out the founding father of the enterprise talking.

Reed found that the movies with the founder carried out higher than these with out.

“We discovered that her viewers needed to see and listen to from her,” she says, “so we additionally utilized that studying to her natural digital advertising technique.”

Don’t rely too closely on audio

Do you know as many as 85% of Facebook users watch movies with out sound?

If you need folks to interact together with your video advertisements, create compelling movies which are consumable with or with out sound. One choice is to include captions into your video advert content material.

Hold the captions brief and candy. And ensure they assist the consumer perceive the worth of what’s occurring within the advert.

Get to the purpose

The Fb feed surroundings is fast-paced, so get to the purpose rapidly in your video advert to extend click-through.

That means, you possibly can attain folks together with your advert even when they don’t watch it right through.

Nielsen and Fb did a examine to see how model carry was impacted by the length of time a person watches a video ad on Fb.

The outcomes confirmed that from the second somebody seen a video advert, there was model carry throughout advert recall, model consciousness, and buy consideration.

Which means the advert nonetheless impacted the individuals who by no means watched the video however did see the impression.

As you in all probability anticipated, the carry elevated the longer folks watched the video. Those that watched below 3 seconds of the video advert created as much as 47% of the entire marketing campaign worth.

Whereas those that watched fewer than 10 seconds created as much as 74%, relying on the metric.

Your video advert can pack a punch even when somebody watches lower than 10 seconds of the advert. So guarantee it’s compelling from the very first second.

4. Increase lookalike audiences

While you develop your customized audiences or detailed focusing on audiences to their restrict, it’s time to create lookalike audiences.

Lookalike audiences show you how to usher in new prospects primarily based in your finest prospects.

Discover your best-performing viewers segments

To construct a lookalike viewers, establish your best-performing viewers segments and use them as your supply. Usually, this can be a listing of your finest shoppers or hottest leads.

Sarah Jeffries, Managing Director for First Aid Course Leicester, created a lookalike viewers primarily based on her previous and present college students to herald extra certified leads for her first support programs and trainings.

“By using lookalike audiences, we had been capable of successfully goal potential prospects who share similarities with our present happy prospects,” says Jeffries.

“This strategic method permits us to achieve people who’re extra inclined to transform, leading to a better return on funding for our efforts.”

Supply audiences ought to include a minimum of 100 folks from the identical nation. For finest outcomes, select a supply viewers of 1,000 to five,000 folks, so long as it’s a high-quality supply.

At HawkSEM, we use our proprietary software program, ConversionIQ, to search out the best-performing viewers segments for our PPC shoppers.

This device identifies key phrases that high-converting audiences use to assist us optimize advertisements to draw extra of the people who find themselves more likely to turn out to be leads or patrons.

Professional tip: You possibly can set up a lookalike audience immediately on Meta’s advert platform.

Begin small

Begin small together with your lookalike viewers, setting your viewers dimension wherever from 1 to 10%. The smaller the share, the extra comparable your lookalike viewers can be to your supply viewers.

Fb Adverts Supervisor will allow you to create as much as 6 lookalike audiences out of your supply. This lets you check totally different lookalike viewers sizes and similarity ranges to search out the profitable advert phase.

5. Construct a gross sales funnel

As you scale Facebook ads, you’ll discover there are methods to develop your Fb promoting funnel. Not simply utilizing Fb advertisements for gross sales conversions, however utilizing them all through the client journey.

Use Fb advertisements increased up within the funnel

Newcomers would possibly deal with utilizing Fb advertisements simply to drive income. However consultants incorporate Fb advertisements all all through the advertising funnel.

Fb advertisements skilled, Stacy Reed, used this method when a consumer got here to her with an electronic mail record the consumer had grown organically with subscribers that weren’t at all times in her goal market.

To verify the consumer was attracting her perfect viewers of tech professionals, they created a free video sequence that educated that viewers on Net 3 and the way they might profit from being part of a neighborhood of techies that shared the identical values.

Utilizing Fb advertisements increased up within the funnel allowed Stacy to assist her consumer heat up individuals who had been truly in her audience.

Check the funnel

“We did a fair proportion of testing to find out the perfect messaging and funnel to drive visitors to,” Reed says. “We additionally experimented with audiences within the U.S., Canada, U.Ok., and particular African nations, which led to a low price per lead ($0.78).”

Reed’s budgeting technique was to begin low and scale up as soon as they discovered the high-performing advertisements.

She began with a $10-15 day by day funds to find out which audiences and creatives produced the perfect outcomes. Then, she scaled up regularly to keep up effectivity.

“A number of manufacturers wish to dump all their cash into one marketing campaign to guage the effectiveness of advertisements, however they actually do take testing to search out the candy spot.”

General, Reed elevated her consumer’s electronic mail record by 62% in 4 months utilizing a advertising funnel and focused low-production video advertisements that appealed to her consumer’s audience.

When to scale Fb advertisements

To scale Fb advertisements or to not scale?

Whereas that may not have been Shakespeare’s query, it’s a compelling one for Fb advert managers and entrepreneurs. So let’s speak about easy methods to understand it’s time to scale Fb advertisements.

You’re monitoring each facet of your Fb advert campaigns

To scale effectively and successfully, make sure you’re monitoring the outcomes of your Fb advert campaigns.

And never simply measuring lead era. Get into the nitty gritty, similar to which advert placements are bringing in essentially the most gross sales and what time they’re changing.

In case you’re monitoring all of the totally different advert touchpoints and analyzing the information, you then’re in the perfect place to scale profitably.

At HawkSEM, we deal with monitoring each facet of your PPC campaigns. To be taught extra, check out our PPC management services.

ROAS and CPA are secure or enhancing

At HawkSEM, we preserve marketing campaign efficiency high of thoughts when scaling campaigns. There are particular elements we have a look at and set previous to scaling, similar to ROAS, price per acquisition (CPA), and buyer lifetime worth (LTV).

When we’ve a marketing campaign that’s assembly our targets for these metrics, we think about it high-performing. And we’ll proceed to look at these KPIs to make sure profitability as we scale.

Lisa Richards, digital advertising specialist and creator of the Candida Diet, agrees: “Profitability is the last word issue I think about when evaluating a marketing campaign.

If I see a wholesome return on funding and anticipate that scaling will result in increased earnings, I proceed with warning.”

However should you discover inconsistent marketing campaign efficiency, a fluctuating conversion price, or a excessive CPA, you must in all probability optimize your Facebook ads earlier than scaling.

Your advertisements have nice engagement charges

Engagement metrics like click-through price (CTR) and post-engagement charges may also decide if it’s time to scale. These charges present how (or not) your viewers is in your advert content material.

“Engagement is vital, so actively monitor your advert efficiency,” suggests Leona Everly, advertising marketing consultant and editor-in-chief at Crosswords Weekly.

“Control click-through charges, engagement charges, and conversion charges. In case you discover sure advertisements are performing exceptionally nicely, allocate extra funds to them and pause or optimize the underperforming ones.”

However, when engagement charges begin to lower as frequency will increase, this generally is a signal of advert fatigue.

It is a nice time to refresh your advert artistic to see if outcomes enhance. (Take a look at these nice Facebook ad examples for artistic concepts!)

“Additionally, should you’re noticing a rising variety of destructive feedback, suggestions, or complaints, it’s a transparent indication that your viewers will not be responding positively to your advertisements,” Richards provides.

“It’s essential to handle these considerations and make obligatory enhancements earlier than increasing your attain.”

The takeaway

Scaling Fb advertisements generally is a advanced course of. In case you scale too rapidly or early within the course of, you would possibly waste plenty of money and time.

However once you’re strategic about scaling, you are able to do it in a means that’s environment friendly and worthwhile, getting superb outcomes for your corporation.

As soon as met with the complexities and challenges of scaling social media advertisements and Google advertisements, plenty of entrepreneurs select to accomplice with a PPC agency that has expertise getting outcomes for his or her shoppers.

HawkSEM would like to be the paid social agency to scale your PPC advertisements for even higher outcomes.

E-book a free consultation with our Fb advertisements consultants to see if we’re the appropriate company for you.

This submit has been up to date and was initially printed in November 2023.