In this write-up on how to scale Facebook ads, we’ll see how you can scale your Facebook ads on a healthy ad spend budget.
Suppose you currently spend between $20 & $100 per day on different Facebook ads and registering a positive return on ad spend (ROAS).
In that case, you’re probably eager to learn how to scale your success and expand your business even further.
Perhaps you’ve increased your daily ad spend only to see a downturn in returns, or you’re having trouble finding new target audiences.
Scaling your Facebook advertising necessitates an increase in your ad spends while maintaining a positive return on investment, which can be challenging for companies of all sizes.
While a $50 daily budget may make it easy to recover from a bad day, failing to see a return when spending hundreds of dollars can hurt your financial situation.
In this post, you’ll find top hacks for effectively scaling Facebook ads, along with instructions on how to implement them, to help you transition from a $50 daily ad spend to a $500 daily ad spend. So, keep it here.
Nota bene: If you’re new to Facebook advertising, be sure to read our beginner’s guide to Facebook ads (here0 for insights on how to avoid common pitfalls.
Expand your audience
Reconsidering the size of your target audience is the first step toward increasing your daily advertising budget beyond $50.
Your Facebook Pixel will have more opportunities to acquire new customers if you expand your audience from small, tightly defined groups to more extensive, broader groups.
Broadening existing Lookalike Audiences
Lookalike Audiences are one of the most effective methods for acquiring new customers on Facebook, and if you’re already running profitable Facebook ads, you’re probably already familiar with them.
Many advertisers start by creating a 1% Lookalike audience based on a list of their existing customers. However, if you advertise to this group for a long time, you may experience audience fatigue, which is a drop in ad performance that occurs after most of your audience has seen your ad.
High-frequency rates, higher CPMs, and a general drop in performance are all signs that you’re getting close to audience saturation.
While a 1% Lookalike audience contains some of your most qualified leads, scaling your budget to either a 3% or 5% Lookalike audience of the same group allows you to scale your budget without exhausting your audience.
Depending on your location, a 3-5 percent Lookalike audience is typically between 5 and 10 million people.
You can improve the effectiveness of your Facebook advertising by increasing the size of your lookalike audiences.
Lookalike Audiences is a tool in Facebook Ad Manager that can be found under “Audiences.”
If you were successful with a 1% Lookalike audience, your Facebook Pixel should be full of valuable data that the Facebook algorithm can use to filter through this larger audience and find you even more likely customers, removing some of the risks that a new advertiser with little Pixel data faces when targeting such a large audience.
Broadening the geographic reach of your location targeting
Secondary markets are a low-cost way to reach new customers when it comes to audience expansion. Your ability to sell internationally will be determined by your product and distribution system, but if you’re selling lightweight items or dropshipping internationally, you should consider doing so.
In 2016/17, the World Bank compiled a list of the world’s largest consumer markets.
For instance, the United States has one of the largest online shopping populations, but this also means that reaching consumers in this market is difficult. As countries with large English-speaking populations, Canada, Europe, and South America are frequently overlooked.
Once your Facebook Pixel has gathered enough information about your customers’ characteristics in one country, it can easily apply that information to expand your customer base internationally.
Creating a 1% Lookalike Audience that spans multiple countries outside of the US is a great way to broaden your reach and take advantage of the lower CPMs available in these less competitive markets.
When targeting people outside of the United States, make sure your language settings match the language used in your ad and website. This will ensure that your ad is only shown to people who understand your language.
Create your funnel
You’ll want to spend more money segmenting your Facebook funnel in addition to increasing the size of your cold audience.
The majority of Facebook newbies create their first campaigns to attract new customers or retarget website visitors. When your daily ad spends rises from $50 to $500, you’ll want to add more layers to your Facebook funnel.
Prioritize top-of-funnel objectives
Increasing the size of your Facebook advertising funnel is as simple as creating a “warm” audience. Individuals who express interest in your brand or products through actions such as watching a video on your page or visiting your website make up a warm audience.
Scaling your Facebook ad spend requires growing your warm audience. Retargeting a warm audience typically yields a higher ROAS than retargeting a cold audience because these people have already been exposed to your brand or seen your product.
Another benefit of targeting this audience is that bidding (costs less) on higher funnel objectives, such as:
- Content views
- Video views
- Add to cart
- Initiate checkout
You can increase the size of your warm audience for retargeting purposes by allocating a portion of your advertising budget to these higher-funnel objectives.
Segmenting your warm audience.
Your warm audience will naturally grow in size as they reach of your ads expands. If you have a blanket retargeting audience serving ads to anyone who has visited your website in the last 30 days, you may want to scale that high-performing audience.
Instead of indiscriminately increasing your budget for warm traffic, segment this large group of potential customers to see which segments produce the best results.
You can effectively segment your warm audience by creating separate ad sets for the following:
- Page engagements-180, 60 or 30 days
- Website visits-180, 60 or 30 days
- Viewed content-60, 30 or 7 days
- Video views-25, 50 or 75%
- Add to cart-60, 30 or 7 days
Set aside separate budgets for each of these segments to see which performs best when retargeted. You can reallocate additional budget to these segments and launch a different campaign with ads optimized for that goal once you’ve identified your top performers.
Suppose you do not segment your retargeting audiences. In that case, your entire budget may be allocated to a lower-performing group, such as website visitors, when cart abandoners produce the highest return on ad spend and could benefit from a larger budget.
Raise your Ad spending.
As apparent as it may appear, scaling your Facebook ads is the most crucial step to increase your budget. Whether on a daily, weekly, or monthly basis, scaling advertising entails putting more money into the platform to get better results.
The prospect of increasing marketing expenditures frequently puts Risk-averse business owners off without a guaranteed return. It’s difficult to imagine losing money on ads that don’t convert day after day, primarily when you’re investing your own money in your company’s growth. You can spend your money more wisely if you follow Facebook’s budgeting guidelines.
Keep an eye on the “Learning Phase.”
In the Facebook ads manager, you may have noticed the term ‘Learning Phase.’ Facebook starts a Learning Phase when you create a new ad set, and this message is usually displayed next to the ad set until it has delivered 50 optimization events.
You can scale your Facebook ads by keeping an eye on your learning phase.
The Learning Phase is deconstructed in great detail on Facebook’s help page. In summary, they created this phase to inform advertisers that Facebook’s algorithm will take a certain amount of time and money to determine the best audience for their ad when they launch a new ad set.
One benefit of the Learning Phase is that it establishes a benchmark for how much money should be spent on a new ad set. To calculate your daily budget, multiply your average (or acceptable) cost per purchase (CPP) by 50 and then divide by the conversion window you’re using.
If your conversion window is set for seven days and your CPP is $30, you’ll need to do the following:
Thirty dollars multiplied by fifty equals 1,500/7, or $214 ($30 x 50 = 1,500/7 = $214).
Setting your budget to $214, for example, will ensure that your ad has enough funds to go through the learning phase and optimize according to Facebook’s guidelines.
Users should expect inconsistent performance during the Learning Phase, with some good days and some not-so-good days, according to Facebook. Furthermore, Facebook stresses the importance of not making any changes to your campaign during the Learning Phase, as even minor changes can cause it to reset.
Facebook is essentially stressing the importance of patience and avoiding the temptation to cut back or make changes during this time. Scaling Facebook ads requires giving your ad set enough budget and time to optimize.
Run split tests to get the best bang for your buck.
The ability to conduct split tests on your campaigns has been added to the Facebook Ad Manager. Previously, each ad set had to have its budget, making it difficult to test new audiences on a large scale.
You can now set a large upfront budget for a campaign in the hundreds or thousands of dollars and let your different audiences compete for it using the new split testing feature. Facebook’s algorithm will quickly figure out which ad set is the most effective and allocate most of your budget to it.
on Facebook, conducting split tests
These split tests enable you to scale your daily budget without putting it at risk with a low-performing audience, saving you money.
Create new creative
Your creative must keep up with your expanding budget and audience. Your creativity can become stale, just like your audience.
If this occurs, you should begin introducing new creative so that people moving through your funnel aren’t seeing the same images or videos over and over.
Create different ads for various stages of the funnel.
While running multiple ads simultaneously is an effective way to avoid creative fatigue, tailoring your message to speak directly to your customers at different stages of consideration can result in even higher click-through rates and return on ad spend.
For example, prospecting a cold audience with a 60-second video introducing customers to your brand can be effective. You can build a warm audience of people who watched 25%, 50%, or 75% of your video but didn’t click through to your website by including a video at this stage of the funnel.
You can serve your video viewers a variety of formats after you’ve captured their attention with an image, a carousel ad, or another video you’ve captured their attention a video.
Including customer testimonials to demonstrate social proof or responding to frequently asked questions in your ads can help your prospects move closer to the purchasing phase at this stage of the funnel.
- Facebook Ads for Customer Acquisition & Retention 2021
- A Guide To Setting Up Facebook Dynamic Product Ads (2021)
- Top 10 Facebook Creative That Converts For Product In 2021
- How to Create Facebook Custom Audience In 2021
When serving creative to shoppers at the bottom of your funnels, such as website visitors or cart abandoners, consider including a coupon code or highlighting your website’s free shipping threshold.
You can re-engage this audience and entice them back to your website to complete their purchase by simply changing your copy at this point.
Your previous customers are another group that is frequently overlooked. You can use Catalogue Sales or Dynamic Product Ads at this point to show your customers only the products that they might be interested in purchasing during their next purchase.
If you have an extensive collection of similar products or items that can be reordered (e.g., consumables), promoting these offerings to your existing customers can help you increase your overall ROAS significantly.
Create a customized creative for each placement.
When adding a new creative to your Facebook funnel, make sure it is optimized for multiple placements. Your ads will almost certainly follow customers from mobile devices to desktop computers, as well as from Instagram feeds to Facebook, because you’re targeting them at various stages of consideration.
Facebook assets can be customized.
If your creativity is only effective in one of Facebook’s placements, you may be missing out on potential customers in the others.
Facebook has added the ability to customize your creative for multiple placements, which is a welcome addition.
You can now “Select all placements that support asset customization” when creating a campaign at the ad set level.
During the Ad Creation step, you can choose which Facebook page and Instagram account your ad will appear on. For your Instagram advertisement to appear even more native to the platform, it must be run from an active Instagram account.
Customize your images for various uses.
If you have a single image performing well on Facebook in the standard 1:9 ratio, you should make an Instagram-optimized 1:1 version of it. At the ad set level, Facebook lets you upload multiple versions of your image for various placements.
Similarly, when it comes to video production, there are a few things to keep in mind. Facebook currently allows you to customize your video assets for various platforms, including 1:1 Instagram versions and 15-second 9:16 Instagram Stories versions.
Because you customized your creative for each placement, Facebook can show your ads to potential buyers regardless of the device or platform they are viewing them on. This improves your conversion chances while also lowering your CPMs by allowing your ads to run in less competitive spots.
Before raising the ad spend budget, make a plan.
Scaling any aspect of your business, including Facebook advertising, comes with a certain amount of risk. It’s always scary to consider increasing your daily spending without seeing a positive return on investment, especially if you’ve never scaled paid advertising before.
The potential upside—increased sales, faster inventory turnover, and more customers, among other things—means that increasing your advertising budget is often worth the risk. The best way to mitigate these risks is to use a strategy like the one outlined in this post, which will give you more confidence in how your extra advertising budget is spent.
The best Facebook ad scaling tips will get you to a $500 daily ad spend in no time. It is as easy as building a “warm” audience to expand your Facebook advertisement funnel size. Much higher click-through rates can be achieved by tailoring the message to communicate directly to consumers at various levels of consideration.
Facebook allows you to upload several versions of an image for different placements at the ad set stage. In 2016/17, the World Bank compiled a list of the world’s most populous consumer markets.
Although the United States, according to the world’s bank data, has one of the largest online shopping populations, targeting this market’s customers can prove challenging. If you have an expansive inventory of similar goods or items that can be reordered, marketing these offerings to your current customers can help you boost your overall revenue.
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