For some entrepreneurs, scaling their Facebook Ad campaigns can be scary.
Let`s face it…
… a lot of things can go wrong if you don`t know how to play the game.
Costs per acquisition might spike up, your audience might stop responding to your ads the same way and tactics that worked in the past, no longer work.
As Warren Buffett says… “risk only comes to those that don`t know what they`re doing!”
So my goal with this post is to actually share with you the 3 most common ways to scale Facebook Ads, so you know what works and how to take this information and apply it to your business.
“Some offers may not resonate with certain groups of people.”
#1 - Vertical Scaling
There`s a huge misconception out there…
Think of this scenario: a coach is spending $2 000 a month on ads to market her new course. Her thought process is “well, I`m getting 20 sales a month with an average cost per acquisition of $100, if I just bump up the budget to $8 000, I`m going to have proportional results."
Unfortunately, it doesn`t work like that, there are many factors that influence your CPA (cost per acquisition). Scaling your budget this way will not give you proportional returns, it will probably give you a lot of headaches.
As a word of warning, vertical scaling done right works but it can only take you so far.
If you want to go this route, the best way to do it is to increase your budget by 50% every 3 to 5 days. I never touch a campaign for 3 days after launching it.
This gives time for the algorithm to gather essential data about your campaigns because there can be false positives or false negatives.
“Relying on just one offer to drive your entire business forward isn`t a long term strategy, it will probably get you in trouble.”
#2 - Horizontal Scaling
This is actually one of my favorite ways and certainly one of the most viable.
The way it works is doing research on different audiences and creating new adsets. The goal is to always have fresh targeting, so you`re not showing the same ads to the same group of people.
Instead of relying solely on increasing the budget, you`re actually finding new potential audiences that Facebook can show your ads to and widening your targeting.
Your audience size depends on how big your budget is but for most cases, I like to keep it between 500 000 and 1M, as I create new adsets.
You can go a far as 20M people when dealing with bigger budgets, at massive scale.
“Variety is really the game of the game when it comes to scaling Facebook Ads.”
#3 - Offer Scaling
I`m sorry to break the news for you…
But relying on just one offer to drive your entire business forward isn`t a long term strategy, it will probably get you in trouble.
As you scale, your ads will start to wear out and people will start getting tired of seeing the same offer over and over again.
Some offers may not resonate with a certain group of people, so if you don`t mix things up, you run the risk of actually missing out on a big portion of your market.
Let`s say you`ve been running that webinar that`s super profitable. Maybe, you can add to your offer collection, so to speak, a video series or an ebook.
If you`re selling an online course about a certain topic, maybe you create a second course to solve a different problem, something that`s equally relevant to your audience.
“The goal is to always have fresh targeting, so you`re not showing the same ads to the same group of people.”
As you see, scaling your Facebook Ads isn`t facing the “boogeyman.”
Facebook wants people on the platform for as long as possible and they definitely don`t want you to show them the same stuff over and over again.
This is not 2010, where you`d put out a campaign, it would run for ages and continue to produce results. The closest thing to this nowadays is using video ads but you still have to mix it up.
Based on this discussion, here`s what we can conclude:
- scaling effectively isn`t just about increasing the budget
- playing with different types of offers is essential when scaling
- looking for new audiences is a great way to scale and keep your campaigns fresh
- you can`t build a scalable business on just one offer
- the “set it and forget it system” doesn`t work anymore
Variety is really the game of the game when it comes to scaling Facebook Ads.
There`s a ton of ways to offer value to your audience, so in order to compete in the ad auction, you must embrace that fact.
I`d love to hear your thoughts…
What new insights did you get from this post?
Pedro is a former army soldier originally born in Portugal with the entrepreneurial bug and a passion for online advertising. He`s the author of "All Leads Convert" and founder of PedroConverts, a global Facebook marketing agency that specializes in helping impact-driven coaches grow and scale faster.