Facebook Ads is a powerful advertising tool that helps businesses reach a wider target audience, potential customers, and increase sales. However, to have a successful and effective Facebook Ads campaign with a high conversion rate, you need to know how to scale Facebook ads. In today’s article, Optimal Agency experts will share methods to optimize effective ads campaigns from potential customers on this platform.
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What is scale Facebook ads?
It is the maximizing performance of the best-performing Facebook ads campaigns and ensuring a positive advertising ROI. When you’ve established a successful Facebook ads campaign and want to enhance online presence and reach a wider target audience, you need to scale Facebook ads.
This process involves increasing the budget, expanding the target audience, testing multiple ad variations, or using different marketing strategies to attract more potential customers, increase brand awareness, and sales.
When you know how to scale Facebook ads, it will prolong the lifespan and effectiveness of existing ads campaigns. This means you don’t have to constantly start Facebook ads from the start to achieve your goals.
However, you need to be careful when executing this, as doing it incorrectly can waste financial resources without achieving the desired results. Therefore, mastering strategies and regularly monitoring advertising performance is important to effectively utilize resources when expanding the scale of advertising.
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Scale Facebook ads strategy
Scaling Facebook ads involves reaching out to more audiences. This allows your ads to be displayed to target audiences interested in your products or services, thereby increasing sales because your ads can reach more potential customers.
You can apply vertical or horizontal scaling strategies when expanding scale Facebook ads. These strategies refer to different approaches to expanding and optimizing Facebook ads. While vertical scaling strategies involve budget adjustments, horizontal scaling strategies involve creative strategies.
Vertical scaling Facebook ads is the most straightforward way to expand scale ads as you simply need to invest more in them. When doing this, you should gradually increase the budget. This will allow the Facebook algorithm enough time to adjust to higher ad charges and optimize ad distribution.
Additionally, you can also expand the scale Facebook ads horizontally or apply horizontal scaling. This method is used to gain more benefits from high-performance Facebook campaigns.
When deploying this, you will need to make changes across multiple ad sets, expand targeting by audience, and adjust ads. This process allows you to build a strong Facebook ads account structure and ensure long-term results.
How to scale Facebook ads?
Increasing Facebook advertising budget
A quick and simple method to expand the scale Facebook ads is to increase the budget to allow Facebook to distribute your ads to a larger audience. However, if you rapidly increase the advertising budget, ad groups will automatically enter a learning phase.
During this phase, Facebook will relearn how to distribute ads within the new budget constraints. Even after the learning phase ends, there’s no guarantee that performance will return to the previous optimal level. To keep your ads optimized and achieve the best results, increase the budget gradually. Aim to increase the budget by 20% each week.
Slow and steady increases in advertising budget help you avoid retriggering the learning phase and improve the results of Facebook Ads campaigns. Combine this with using Campaign Budget Optimization (CBO) tools to easily track and manage ad spend on Facebook.
When using CBO, you only need to set the budget for overall campaigns. Facebook will automatically allocate that amount to ad groups that perform well.
Creating Lookalike audience files
Lookalike Audiences refer to similar audiences and help you reach people with features similar to your current customers or those likely interested in your products or services.
With this tool, advertisers can expand their target customer files by uploading or creating files from emails, phone numbers, page likes, or website visitors…. To create these customer files, you can set up and install Facebook Pixel and a website to track user conversion actions. Alternatively, use LTV to create lookalike audiences based on values like spending amount, purchase frequency…
When creating lookalike audiences, choose a source audience with a scale of 1000-50000 people. Select target audience segments that provide long-term value. The creation process may take 6-24 hours. The resulting lookalike audience files do not include the source audience you used.
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Expanding target audience files
To expand the target audience file, you have to identify factors related to the target audience and create new customer files by analyzing factors such as geographic location, demographics, behavior,… This method helps you identify which audience is interested in your ads and discover potential customers that you might be missing out.
Copying best-performing ad groups
With this method, you just simply copy all your best-performing ads and set a higher budget than the previous one. However, copied ads may duplicate target audiences with existing ads.
To limit this, when expanding ads, use the feature to automatically detect duplicate audience groups. Or select different target audiences for each Facebook ads campaign.
Utilizing unsuccessful ads
When running ads on Facebook, you may encounter issues such as rejected ads, low ad distribution rates, or low conversion rates… If ads haven’t achieved the desired results, try testing them again.
In this way, you can reduce bid prices for non-distributing ads and increase bid prices for non-performing ads. Additionally, create multiple ad versions with different content and formats in Facebook Ads campaigns to track, measure, and compare effectiveness.
Creating new ads
While running multiple Facebook ads campaigns on improves their effectiveness and reaches a wider target audience, you need to customize ad messages to fit different stages in the customer process. This helps increase click-through rates for ads and improves ROAS.
You can try using short video ads campaigns on Facebook to introduce your business brand to customers. Once you’ve captured viewers’ attention through video, you can reach them with new ads.
When targeting buyers in the final stage of the customer journey, adapt the ad content by providing new value propositions to attract potential customers and encourage them to return to the website to complete their purchases.
Notes on how to scale Facebook ads
In addition, you should note the following advice to maximize the efficiency of your Facebook Ads:
Before creating new customer segments, you must thoroughly research your target audience.
You should not increase your ad budget too rapidly as it can alter Facebook’s algorithm and affect the optimization process of the Pixel. If you notice your ads are not effective after increasing the budget, consider turning off the ads or reducing the budget.
Limit the frequency of ad adjustments within a certain period. Turning ads off can interrupt the time Facebook takes to learn and gather data for ad distribution.
Adjust the size of your target audience to the most appropriate level. If your audience is too large, your ad budget may not suffice. Conversely, if your customer segment is too small, your ads may not perform well. Typically, your target audience size should range from 500,000 to 2,000,000 people.
After reading the article, you should now be equipped to successfully scale Facebook ads. We hope this will boost your ad campaign efficiency, reduce costs, and maximize business profits.
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Frequently asked questions
You can scale your ads when your ads campaigns have stabilized, proving to be effective and generating revenue. Not all ads can be scaled, nor does scaling always guarantee profit.
When choosing Facebook Ads campaigns to scale, prioritize those with a positive Return on Ad Spend (ROAS). Also, let a new Facebook ad run for 3 – 4 days and monitor its performance to assess its effectiveness.
It’s crucial to allow Facebook the necessary time to optimize ad distribution for the best results. During this period, you should avoid making any changes to your ads, as it would restart the learning phase of your Facebook Ads campaign.
After 3 – 5 days, consider increasing your ad budget by 20% as a method to scale your Facebook Ads campaign. If you’re not confident in managing your Facebook ad scale horizontally, opt for vertical scaling and closely monitor your ROAS.
For the best results, incrementally increase your budget every few days to allow Facebook’s algorithm sufficient time to optimize ad distribution. Increasing your budget too quickly could significantly reduce your ROAS.
