How to Scale Facebook Ads is not just about increasing the budget; it also requires optimizing your audience and improving conversion rates. In this article, we will guide you through 5 effective ways to scale your Facebook ads, helping you boost revenue without wasting your budget.
What is Scaling Facebook Ads?
Scaling Facebook Ads is the process of enhancing the performance of an advertising campaign by increasing the budget, expanding audience reach, or testing multiple ad variations. The main goal is to help the ads reach more potential customers, thereby boosting brand awareness and driving sales.
There are two main methods for scaling Facebook Ads: Vertical Scaling and Horizontal Scaling. Vertical scaling focuses on increasing the budget for campaigns that are already performing well without altering other factors.
On the other hand, horizontal scaling involves creating new ad sets, experimenting with different ad content, or targeting new customer segments.
When Should You Scale Facebook Ads?
Không phải mọi chiến dịch quảng cáo Facebook đều có thể mở rộng ngay lập tức. Việc scale quảng cáo cần được thực hiện vào đúng thời điểm để đảm bảo hiệu quả và tránh lãng phí ngân sách. Dưới đây là những yếu tố quan trọng giúp bạn xác định thời điểm thích hợp để mở rộng chiến dịch quảng cáo Facebook.
- Scale only when the campaign is performing well: Ensure positive ROAS, high CTR, reasonable CPM, and optimized CPA before scaling.
- Wait for enough optimization time: Allow ads to run for at least 3-4 days before evaluating, to avoid scaling too early and diminishing performance.
- Sufficient budget: Have a clear plan in place, choose whether to scale vertically (increase budget) or horizontally (expand audience, test new content).
- Identify new potential customer segments: If you’ve exhausted the current audience, use Lookalike Audiences, expand the location, or change ad content.
5 Ways to Scale Facebook Ads
Increase Your Ad Budget Strategically
Increasing the ad budget is the simplest way to scale Facebook Ads, but it must be done carefully to avoid disrupting the distribution algorithm. When raising the budget, avoid abrupt changes and only adjust up to 20% of the original budget at a time. If a larger increase is necessary, break it into multiple stages to prevent resetting Facebook’s “learning phase.”
Build a Community & Nurture Leads
Creating a community allows you to target a high-quality audience more effectively. Attract customers with valuable content such as eBooks, videos, guides, webinars, or giveaways. Once customers are familiar with your brand, you can easily retarget them with conversion campaigns.
Leverage Lookalike Audiences
Lookalike Audiences help you reach individuals who share similar traits to your current customers. To create this group, you need a high-quality customer list, ideally ranging from 1,000 to 50,000 people. Start by selecting the top 1% of people who resemble your original audience, and gradually expand to 3% – 5% if you need to broaden your reach while maintaining effectiveness.
Expand Your Saved Audiences List
Saved Audiences consist of target customers created based on age, gender, location, interests, and behaviors. While not as powerful as Lookalike Audiences, this is still an effective way to expand your ads to new potential customers. When expanding, try adjusting factors like geographical location, interests, or shopping behaviors to find more relevant customers.
Retarget Potential Customers
Once you’ve built a group of potential customers, use retargeting ads to boost your conversion rates. Customers who have previously interacted with your ads (e.g., visited your website, watched a video, added products to the cart) often have higher ROAS and lower ad costs. You can run retargeting ads with special offers to encourage them to complete the purchase.
Share Secrets to Effectively Scale Facebook Ads
To successfully scale Facebook Ads without sacrificing performance, there are a few important principles to follow. Here are some tips to help you optimize the scaling process effectively:
- Research Your Target Audience Thoroughly Before Scaling: Analyze customer demographics, interests, and behaviors to optimize your ads. Ensure that your audience size is reasonable (between 500,000 and 2,000,000 people) to avoid having your ads either too diluted or too narrow.
- Increase Ad Budget Gradually: Avoid making sudden budget increases as it can negatively impact Facebook’s delivery algorithm. Only raise your budget by a maximum of 20% in a single adjustment. If performance drops after increasing your budget, consider decreasing it or pausing the ads for further evaluation.
- Limit Frequent Ad Edits: Continuously editing your ads can interrupt Facebook’s “learning phase.” If changes are necessary, make small adjustments at a time and monitor their performance before making additional changes.
- Continuously Monitor Performance and Optimize: Use key metrics like ROAS, CTR, CPA, and CPM to measure the success of your campaigns. Pause or adjust poorly performing ads to avoid wasting your budget.
We hope that with the insights shared by KTM Ads, you can effectively apply strategies for scaling Facebook ads and achieve the desired results. Stay persistent in monitoring, optimizing your campaigns, and making adjustments to maximize profit. If you’ve tried and succeeded, don’t hesitate to share your experience with us!
