How to Scale Facebook Ads + 5 Strategies from Experts

Study the 5 methods these consultants use to scale Fb advertisements — and when to make use of them to get the very best outcomes.

Right here, you’ll discover: 

1. 5 strategies to scale Facebook ads
2. Increase Facebook ad campaign budget
3. Optimize successful ad campaigns
4. Test video ads
5. Expand lookalike audiences
6. Build a sales funnel
7. When to scale Facebook ads

Scaling Fb advertisements might be intimidating, even when you’re not a newbie.

Loads of elements are concerned, making it more durable to determine the very best strategies to scale your campaigns with out burning by your funds.

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

Seek the advice of the consultants!

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

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 sensible to your enterprise, and now you wish to scale.

However how?

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

1. Improve Fb advert marketing campaign funds

An efficient and easy technique to scale Fb advertisements is to extend advert funds, aka vertical scaling. Rising advert spend means that you can attain extra of your Facebook target audience, probably resulting in extra conversions.

However earlier than implementing a funds enhance throughout all of your new advert units, let’s talk about how you can enhance the Fb advert marketing campaign funds with out sacrificing marketing campaign efficiency or return on advert spend (ROAS).

Establish marketing campaign funds optimization through the studying part

First, you could undergo the educational part. The educational part is when Fb’s algorithm makes use of a portion of your advert funds to find out the very best viewers to your advert. This ends after Fb delivers 50 optimization occasions, usually taking a few week.

There’s no technique to keep away from the educational part, so give Fb a enough funds to study what it must know to optimize your advert marketing campaign.

Arham Khan, co-founder of Pixated, suggests figuring out enough each day advert spend for the educational 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 each day funds of $143.

($20 x 50) / 7 = ~143

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

“It’s additionally value noting that advert efficiency is inconsistent through the studying part,” Khan says. “The secret is to experience it out and never change your marketing campaign throughout this time. Even a tiny tweak can reset the educational part course of and invalidate its outcomes.”

Improve advert spend slowly

In the event you make important edits to your marketing campaign, advert set, or advert, this can set off the educational part to start out over. So to keep away from this, enhance your Facebook ad budget slowly and strategically.

Goal to extend the funds by 20% as soon as per week. Meaning when you’re presently spending $20 a day, you’ll be able to enhance the each 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 day-after-day? Set budgets robotically by making a customized rule.

Open the Automated Guidelines instrument in your advert account, and click on the Create Rule button. Choose Customized Rule, and also you’ll see this display screen:

Then set the rules to extend your each day funds by 20%. For frequency, select As soon as Weekly, and apply it on the advert set stage.

Create Circumstances to ensure you’re solely scaling the suitable advert units. For instance, you’ll be able to create a situation to solely scale advert units with a CPP of lower than $10.

Break up-test your funds

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

The Fb algorithm will shortly decide which advert set performs greatest and allocate a lot of the funds to that advert set.

“Break up-testing allows you to scale your each 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, a private harm regulation agency, suggests implementing a dynamic frequency cap technique to extend advert funds. As a substitute of a set cap, you’ll alter the funds cap primarily based on the gross sales funnel and engagement stage.

“As an illustration, you’ll be able to restrict preliminary exposures to a low frequency to forestall advert fatigue amongst new prospects,” Caburog says. “As customers progress, incrementally enhance 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’ll be able to retarget them. And it’s best to 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 successful advert set, it’s time to optimize it for the very best outcomes. Discover your best-performing advertisements and run exams to find out what would drive higher outcomes. Then, run Facebook ads along with your optimizations applied.

Check, optimize, and scale

Magee Clegg, CEO and founding father of Cleartail Advertising, takes a 3-part method by testing, optimizing, and scaling to get the very best outcomes for shoppers.

Through the optimization part, Clegg takes knowledge from testing to find out the place to start out with optimization. For one particular consumer, this concerned “refining the advert copy and visuals, adjusting the concentrating on parameters to focus extra on the viewers segments that confirmed the best engagement, and bettering the calls-to-action to drive extra conversions.”

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

The outcomes?

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

When A/B testing your new marketing campaign artistic, keep in mind to only take a look at one component at a time. For instance, when you’re an ecommerce model, you would possibly strive testing out completely different CTAs like “add to cart” or “purchase now” to see which performs higher.

However if you change multiple component throughout an A/B take a look at, you then gained’t know which of the weather contributed to the advert’s efficiency.

Don’t neglect 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 evaluate and optimize your touchdown pages.

David Godlewski, CEO of world cloud communications firm Intelliverse, suggests implementing A/B testing to determine the touchdown web page parts that convert greatest. He suggests utilizing heatmaps and analytics instruments to pinpoint the place customers drop off the web page. Then, refind the consumer journey based on your findings.

Right here’s an instance of an eye-tracking heatmap that reveals which areas of the web page get probably 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. “You want to grasp optimization to protect ROI and make sure the extra 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 even manually duplicate your most profitable advertisements and serve them to a brand new viewers. This type of horizontal scaling means that you can create extra advert units with the next funds, growing conversion alternatives.

You possibly can even create a customized rule that’ll notify you when an advert meets sure circumstances figuring out it as an advert it’s possible you’ll wish to duplicate.

As an illustration, if it reaches a specific amount of impressions, purchases, CPP, or one other one in every of your KPIs.

3. Check video advertisements

Fb customers eat hundreds of thousands of hours each day on the platform. Actually, Meta founder Mark Zuckerberg says that video accounts for almost half of all time spent on Facebook.

So, it stands to purpose 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-known face within the video

Getting compelling video advert content material out of your model or consumer could also be difficult. Nonetheless, generally a well-known face is all it takes to cease the scroll and get individuals to have interaction along 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 completely 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 and marketing technique.”

Don’t rely too closely on audio

In order for you your video advertisements to achieve success, optimize your video artistic for the Fb feed. This implies creating video advertisements that should be consumed shortly, often, and with out sound.

Do you know that 75% of Fb customers watch movies with out sound?

In order for you individuals to have interaction along with your video advertisements, create compelling movies which are consumable with or with out sound. One possibility 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 taking place within the advert.

Get to the purpose

The Fb feed surroundings is fast-paced, so get to the purpose shortly in your video advert to extend click on by. That method, individuals might be impacted by the advert even when they don’t watch it all 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 considered a video advert, there was model carry throughout advert recall, model consciousness, and buy consideration. Meaning 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 individuals watched the video. Those that watched beneath 3 seconds of the video advert created as much as 47% of the full marketing campaign worth. Whereas those that watched fewer than 10 seconds created as much as 74%, relying on the metric.

Your video advert might be impactful even when somebody watches lower than 10 seconds of the advert. So guarantee it’s compelling from the very first second.

4. Develop lookalike audiences

If you develop your customized audiences or detailed concentrating on audiences to their restrict, it’s time to create lookalike audiences. Lookalike audiences assist you to herald new potential prospects primarily based in your greatest prospects.

Discover your best-performing viewers segments

To construct a lookalike viewers, determine your best-performing viewers segments and use them as your supply. Usually, this might be an inventory of your greatest shoppers or hottest leads.

For instance, Sarah Jeffries, Managing Director for First Aid Course Leicester, created a lookalike viewers primarily based on her previous and present college students to usher in extra certified leads for her first assist 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 succeed in people who’re extra inclined to transform, leading to the next return on funding for our efforts.”

To arrange a lookalike viewers, click on the Create a Lookalike Viewers button in Advert Supervisor. Then select the supply, which might be a customized viewers you create from buyer data, Fb pixel knowledge, and even followers of your web page.

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

At HawkSEM, we use our proprietary software program, ConversionIQ, to seek out the best-performing viewers segments for our PPC shoppers. It 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 change into a lead or purchaser.

Begin small

Begin small along with your lookalike viewers, setting your viewers measurement anyplace from 1 to 10%. The smaller the proportion, the extra comparable your lookalike viewers might be to your supply viewers.

Fb Advertisements Supervisor will allow you to create as much as 6 lookalike audiences out of your supply. This lets you take a look at completely different lookalike viewers sizes and similarity ranges to seek out the successful advert section.

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

Inexperienced persons would possibly concentrate on utilizing Fb advertisements simply to drive income. However the consultants incorporate Fb advertisements all through the advertising and marketing funnel.

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

To verify the consumer was attracting her best viewers of tech professionals, they created a free video collection that educated that viewers on Internet 3 and the way they’d profit from being part of a group 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 really in her target market.

Check the funnel

“We did a fair proportion of testing to find out the very best messaging and funnel to drive site 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 start out low and scale up as soon as they discovered the high-performing advertisements. She began with a $10-15 each day funds to find out which audiences and creatives produced the very best outcomes. Then, she scaled up regularly to take care of effectivity.

“Loads 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 seek out the candy spot.”

Total, Reed elevated her consumer’s e mail checklist by 62% in 4 months utilizing a advertising and marketing funnel and focused low-production video advertisements that known as in her consumer’s target market.

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 discuss how you can comprehend it’s time to scale Fb advertisements.

You’re monitoring each side 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 what number of leads you bought, however entering into the nitty gritty, similar to which advert placements are bringing in probably the most gross sales and what time they’re changing.

In the event you’re monitoring all of the completely different advert touchpoints and might analyze the info, you then’re in the very best place to scale profitably.

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

ROAS and CPA are steady or bettering

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

When now we have a marketing campaign that’s assembly our objectives 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 and marketing 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 when you discover inconsistent marketing campaign efficiency, your fluctuating conversion charge, or a excessive CPA, it’s best to in all probability optimize your Facebook advertisements earlier than scaling.

Your advertisements have nice engagement charges

Engagement metrics like click-through charge (CTR) and post-engagement charges may 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 and marketing advisor and Editor-in-Chief at Crosswords Weekly. “Control click-through charges, engagement charges, and conversion charges. In the event you discover sure advertisements are performing exceptionally properly, allocate extra funds to them and pause or optimize the underperforming ones.”

Then again, when engagement charges begin to lower as frequency will increase, this is usually a signal of advert fatigue. It is a nice time to refresh your advert artistic to see if outcomes enhance. (Try these nice Facebook ad examples for artistic concepts!)

“Additionally, when you’re noticing a rising variety of unfavourable feedback, suggestions, or complaints, it’s a transparent indication that your viewers is just not responding positively to your advertisements,” Richards provides. “It’s essential to handle these issues and make vital enhancements earlier than increasing your attain.”

The takeaway

Scaling Fb advertisements is usually a complicated course of. In the event you scale too shortly or early within the course of, you would possibly waste a whole lot of money and time. However if you’re strategic about scaling, you are able to do it in a method that’s environment friendly and worthwhile, getting wonderful outcomes for your enterprise.

As soon as met with the complexities and challenges of scaling social media advertisements and Google advertisements, a whole lot of entrepreneurs select to associate 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.

Guide a free consultation with our Fb advertisements consultants to see if we’re the suitable company for you.