Facebook is a powerful advertising platform, but it doesn’t scale the same way as paid search.
In this quick tip video, we’ll demonstrate how you can best scale your ad spend without killing the performance of key metrics like cost per lead.
These three "rules" are what we used to scale one client's efforts on Facebook from 0 to 400k new users *every month*.
If you're interested in reading more on that, here's the case study.
Facebook is a really powerful advertising platform. But it doesn't scale the same way that paid search might scale.
So in this video, I want to go through how we scale our campaigns, spend more each month and increase the volume of leads that are coming through, without hurting the performance of those campaigns.
Rule #1: Don't over target your campaigns.
There's so many things to choose from on Facebook, you can be really excited about getting very very granular and specific with who you want to target.
But if your audience size is too small, you're not going to have enough runway to scale your ads.
There's always going to be room and time down the line to create more segments.
So if you find that a certain segment of your target audience is really responding well, you can optimize for that. But in the beginning, don't shoot yourself in the foot by creating too small of an audience size.
Rule #2: You have to expand to new audiences.
Don't get so locked in on one configuration of people that you're going after because, eventually you're going to wear them out.
So you want to get creative about the ways that you can expand to new audiences. And that means taking full advantage of partner categories in Facebook, or different interest targets. And especially using things like lookalike audiences.
So once you've converted a healthy number of people, you want to create a lookalike audience to allow Facebook to kind of start expanding the horizons of who you could target with your ads.
Rule #3: when you raise the budget, try to keep them as incremental gains, like 30 to 50 percent increases to the budget.
Now the third rule is important. It's probably the most important when it comes to scaling your campaign. And that's about how to manage your budget.
So the biggest mistake that we see advertisers making is that when they see something work, they have a knee jerk reaction, and then they automatically just blow the doors off of their budget.
And they just increase it. What you want to do is very incrementally increase the budgets.
And the reason is that Facebook is actually optimizing through an algorithm who they should show your ads to, based on who they think are gonna respond most to your message.
And if you give them too much information to optimize for. In other words, you've increased your budget too much, and try to get too many people through the funnel, they won't be able to keep up.
And they need time to kind of adjust to that new level of budget.
So, try to wait two, three days before raising the budgets on your campaigns. If you try something new or you launch something new.
And when you do raise the budget, try to keep them as incremental gains, like 30 to 50 percent increases to the budget.
That's going to safeguard against seeing major decline in the performance of your campaigns. And over time, you'll be able to scale to a higher budget.
So go incrementally.
There's a lot more that goes into managing your campaign than these three rules. But with these principles, you're going to be head and shoulders above 90 percent of the advertisers that don't really have a framework to scale their campaigns.
At the end of the day, it's just about keeping things fresh, continuing to pursue new audiences.
So good luck, and may your next campaign scale beyond your wildest dreams.
Need help scaling your Facebook campaigns? We'd be happy to talk about how our team could assist your efforts.