Facebook advertising is a powerful tool for business growth. Starting your journey into social media advertising is simple, but taking your Facebook ads to the next level can be a bit tricky.
If you’ve been spending between $20 and $100 daily on various Facebook ad campaigns and are seeing a promising return on ad spend (ROAS), the next logical step is to scale your ads while maintaining a positive return.
This article will guide you through six proven strategies to successfully scale your Facebook ads, from expanding your audience to optimizing your budget and creativity.
1. Opt for creating fresh and dynamic lookalike audiences for your Facebook ads.
One of the first steps to scaling your Facebook campaigns is to reconsider the size of your target audience. By selecting a broader audience, you provide more opportunities for your Facebook pixel (now called the meta pixel) to find new potential customers. Lookalike audiences are a powerful tool for this purpose, allowing you to target people who closely resemble your existing customers.
Most advertisers start with a 1% lookalike audience, representing individuals similar to your current customer list. To scale effectively, consider expanding to 3% to 5%. This approach prevents audience fatigue, which occurs when most of your audience has seen your ad multiple times. Signs of audience fatigue include high frequency rates, increased cost per thousand (CPM), and a general drop in performance.
Expanding your lookalike audience to 3% to 5% can encompass millions of potential customers, giving the Facebook algorithm ample data to find new prospects. This approach leverages insights from your pixel data, reducing the risk often associated with targeting larger audiences.
2. Explore global markets
Expanding your location targeting beyond your primary market can be an efficient way to scale your audience. If your products or services are suitable for international audiences, consider targeting countries with large English-speaking populations, such as Canada, Europe, and South America.
To succeed in global markets, ensure that your ad language aligns with the audience you’re targeting. Matching language settings with your advertisement and website content is crucial to reaching the right audience effectively.
Additionally, once your meta-pixel has gathered sufficient data on your customer profile in one country, you can create a 1% lookalike audience spanning multiple countries. This approach allows you to tap into less competitive regions and benefit from lower CPMs.
3. Increase your ad campaign budget wisely.
Scaling your Facebook ads requires increasing your budget strategically. While allocating more money to advertising can be intimidating, following Facebook’s guidelines can help you make informed decisions.
Pay attention to the “Learning Phase” in Facebook Ad Manager. It takes time and budget for Facebook’s algorithm to optimize your ad delivery. During this phase, it’s essential to provide a sufficient budget for learning. A common rule of thumb is to multiply your average cost per purchase (CPP) by 50, then divide that number by the conversion window to determine your daily budget.
Remember that the learning phase may result in inconsistent performance, so avoid making changes during this period. Patience and adequate budget allocation during this phase are critical to the success of your campaigns.
Utilize split tests to optimize your campaign budget further. By setting a substantial upfront budget and allowing your audiences to compete, the Facebook algorithm can quickly identify the best-performing ad sets, ensuring that your budget is allocated where it matters most.
4. Create copies of high-performing Facebook ads
Rather than immediately altering your ad creative, consider scaling your Facebook ads by manually duplicating your most successful ad sets. This approach allows you to serve these ads to non-overlapping audiences, increasing the chances of success.
Facebook Ad Manager may not automatically suggest opportunities for duplicating ads, so create your own duplication rule based on metrics like impressions, purchases, or other key performance indicators (KPIs). Additionally, don’t overlook the potential of duplicating underperforming ads, as they might thrive with a fresh audience.
5. Build a Strategic Sales Funnel
Expanding your conversion rates is another vital aspect of scaling your Facebook ads. Consider constructing a segmented Facebook funnel to guide potential customers through their journey.
Instead of solely aiming for immediate sales, target higher-funnel objectives such as video views, clicks, content views, adding to cart, and initiating checkout. By creating a warm audience of individuals interested in your brand or products, you can later retarget them effectively.
Segment your warm audience to determine which segments perform best when retargeted. Allocate budgets to top-performing segments, optimizing your ad spend for the best results.
6. Refresh your ad creative and optimize placements.
Ad fatigue is a real concern when scaling Facebook ads. To combat this, regularly introduce new ad creative to prevent your audience from seeing the same content repeatedly.
Customize your ad creative for different parts of the sales funnel. Start with introductory ads to introduce your brand, then move on to ads targeting warm prospects with testimonials or FAQs. For customers further along in the funnel, consider including coupon codes or highlighting free shipping thresholds to encourage conversions.
Remember to optimize your creative for multiple placements, ensuring it looks good on various devices and platforms. Customizing creative for all placements increases your chances of conversions and decreases CPMs by running ads in less competitive placements.
Conclusion of the article
In conclusion, scaling your Facebook ads requires a well-thought-out strategy. While there are inherent risks, the potential for increased sales and expanded audiences makes it a worthwhile endeavor. By following these six strategies, you can confidently scale your Facebook ads and achieve greater success in your advertising campaigns.
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