If your current investments on Facebook advertising are successful and you see a strong return from them (ROAS), you may be itching to learn ways to scale that success to further grow your business. You may have tried to increase your daily advertising spend just to see a decrease in revenue, or just not sure who how can you expand your target. lost a $20-$50 on a bad day might not affect you so much, but when you spend hundreds without any result, this can have a detrimental effect on your finances.
Scaling advertising on Facebook means increasing your advertising costs while maintaining positive returns, which can be challenging for all kinds and sizes of business. To help you with a successful transition from a smaller investing to bigger ones, we have collected the main tips of how to effectively scale Facebook ads and explained how to implement them.
Raising your budget is the most important step in scaling up your Facebook ads, which may seem obvious. Regardless of whether you set a daily, weekly or monthly budget, ad scaling means that you have to invest more in the platform to achieve greater results.
The idea of spending more on marketing without a guaranteed return often discourages a riskier business owner. Especially if you invest your money in the development of your business, it is incredibly difficult to lose them every day on advertising that is not converted. However, by listening to your Facebook guidelines on how to set your budget, you can spend your money more productively.
The term you could see in the Facebook Ad Manager is “Learning Phase.” When you start a new set of ads, Facebook begins the learning phase, and you will usually see this message posted next to your set of ads until 50 optimization events will be delivered. There is an entire help page on Facebook, dedicated to sharing the learning phase. In this way, they created this step to make it clear to advertisers that when they launch a new set of ads, Facebook needs a certain amount of time and budget to determine who is best served your ad. One of the advantages that the learning phase provides is an indication of what budget you need to invest in a new set of ads. The general rule is to take the average (or acceptable) cost per-purchase and multiply it by 50, and then divide that number by the conversion window that you use to get your daily budget.
A new function introduced by Facebook in Ad Manager is the ability to run separate tests with your campaigns. In the past, each ad set required its budget, which made it difficult to scale testing a new audience. With the new feature of split testing, you can set a large initial budget of hundreds or thousands of dollars at the campaign level and allow different audiences to compete for that budget. The Facebook algorithm will quickly recognize which set of ads works best and will shift most of your budget toward that. These split tests lead to fewer budget expenditures and allow you to scale your daily budget without risking this budget for a poorly working audience.
The first thing you need to do to scale your Facebook ads budget is to think about the expanding of the target audience. The transition from a small number of people to a bigger, wider audience will open new opportunities to generate new leads.
If you are running a profitable advertising campaign on Facebook, you supposed to know what is a lookalike audience – this is one of the best ways to attract new customers on Facebook. A one percent similarity of lookalike audience based on your customer list is the place where many advertisers start to scale. However, after long-term advertising in this group, you can start to experience audience fatigue: advertising efficiency decreases when most of your audience has already familiar with your ads. Signs that you can reach the saturation point of your audience include high frequencies, higher cost-per-click, and overall performance degradation. Consider that 1% of such a lookalike audience includes there some of your best potential clients, expanding to the level of an equal audience of 3% or 5% from the same group will allow you to scale your budget without depleting the audience. A similar audience of 3-5% comprise 5-10 million people, depends where are you located. If you succeed with a lookalike audience in a 1%, your Facebook pixel must be filled with valuable data that the Facebook algorithm can use to filter by this wider audience and search for the most likely customers, which eliminates some risks associated with a new advertiser with a very small pixel data will face while targeting such a big audience.
When we are talking about expanding your target audience, looking for new markets is a good way to engage new clients at a low cost. Your ability to sell to several countries will depend on your product or service and distribution system, but if you are selling light goods or drop shipping your items in the international market, you should definitely think about your target audience around the world. For instance, in the United States, there is one of the largest groups of online shoppers, but because of this, there is also high competition for consumers in this place. Other countries with large English-speaking populations, such as Canada, Europe, and South America, are often overlooked. Once your Facebook Pixel has collected enough data about how your customer profile looks in one country, you can easily apply this tactic to other regions to find more customers abroad. Creating a 1% lookalike audience, which includes several countries outside the United States, is a useful way to increase your reach and take advantage of the lower cost-per-click that exists in these less competitive countries. Keep in mind this advice, if you are going to target the audience outside of the United States, make sure your language preferences are set to the language used in your ad and on your website so that your ad appears only to those who speak your language.
Besides, to attract a more cold audience to target, you would like to invest more money in creating a segmented Facebook sales funnel. Most Facebook newbies set up their first campaigns to either find new customers or redirect visitors to their site. As you want to scale your Facebook ads, you will need to embed even more layers into your Facebook sales funnel.
A pretty simple way to expand your Facebook advertising funnel is to “warm” your audience. A warm audience means people who have shown some level of interest in your brand/products/services by taking measures such as watching a video on your page, comment your post, download the freebie. Growing your warm audience is an important stage of scaling your Facebook ads. Redirecting to a warm audience usually leads to an increase in ROAS compared to a cold audience, as these people have already become familiar with your brand or have seen your product.
As you scale your ads to attract more consumers, your warm audience will naturally grow in size. If you have a retargeting audience that shows ads to everyone who has visited your site for 30 days, you can also expand this highly effective audience. Divide this large group of potential customers to determine which segments generate the most profit, and not indiscriminately increase the budget for warm traffic. A good way to segment your warm audience is to create separate ad sets for the following:
To find out which of these audiences are most effective at retargeting, compare separate budgets with each segment. Once you find your top performers, you can flow more budget into these segments and start running ads optimized for that purpose in a different campaign. If you don’t divide your retargeting audience by segments, your entire budget can be directed to a less effective group, for example, website visitors, when it’s your shopper’s buyers who get the most out of advertising costs and can benefit from a larger budget.
While increasing your budget and audience, it’s important to keep up your creativity. Just as audience fatigue can occur, your creativity may begin to obsolete. And if this happens, you will want to start showing a new ad so that as people can forget about old methods and move from different points into your sales funnel, they will not see the same images or videos again and again.
Displaying multiple ads at the same time is an effective way to reduce creative fatigue, but setting up your message to communicate directly with customers at different stages of the review can lead to even higher click-through rates and ROAS.
For instance, showing a 60-second video that introduces consumers to your brand may work well for finding a cold audience. Having a video at this stage in the funnel allows you to form a warm audience from those who watched 25, 50 or 75% of your video, even if they didn’t visit your website. Once you capture your viewers, you can display a wide range of formats, such as images, carousels or other videos, to this group of warm prospects. At this point in your funnel, including customer reviews on how to show social evidence or answers to frequently asked questions in your ads, you can bring your prospects closer to the purchase phase.
Since you start adding a new creative to your Facebook sales funnel, make sure it’s optimized for multiple placements. As you target customers at different stages of your review, your ads on Facebook are likely to follow them from mobile devices to desktop computers. Also, Facebook allows you to customize your ad for multiple placements, what’s provides you a huge ability to scale your purposes. While creating an advertising campaign, you are now having the opportunity to select all placements that support asset customization at the stage of the ad establishment.
By choosing the option for all placements, Facebook will be able to show your ads to potential buyers no matter what device or platform they are using. In this way, you don’t only increase your conversion rates but also lowers your cost-per-click, allowing your ads to run ads in less competitive places.
When it comes to scaling Facebook ads for your business, there is always a significant risk. The potential for increasing your daily expenses without getting a positive result is always terrible, especially if you’ve never scaled paid ads before.However, the potential growth – increased sales, accelerated inventory turnover, increased number of customers, etc. – means that increasing advertising costs is often worth the plunge. The best way to reduce these risks is to follow a planned strategy or get help from professionals so that you can feel more confident about what your budget is spent on.
If you want to expand your business and scale your Facebook ads but don’t know how to do it properly or afraid to lose your investments, it’s will be a smart decision to do it with the professionals. Dewzilla is the company you can rely on. Our experts will analyze your advertisement company and find effective solutions to increase your outcome.
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