How to Scale Facebook Ads: 4 Ways

Horizontal Facebook Ad Scaling

To scale your Facebook ads for reach, try adding new ad sets to your campaign as you increase your ad budget. This process is understood as horizontal scaling, and it involves researching new audiences using Facebook Audience Insights. Alternatively, you'll create Facebook lookalike audiences, which expand on your existing lookalikes; as an example , a 5% lookalike vs. a tenth lookalike.

With horizontal scaling, you spread testing across multiple ad sets, audiences, and ad creative. All of the subsequent horizontal scaling strategies are often effective ways of growing and scaling your Facebook campaigns.

#1: Increase the geographical area of Your Audience Targeting

The type of business you run may determine the dimensions of the audience you’re targeting together with your Facebook ads. If your customers are located during a particular area, for instance, you'll start by targeting your ads thereto spot.

But if you’re trying to find how to scale your Facebook campaigns, consider increasing the geographical area you’re targeting.Whether you'll do that may depend upon the merchandise you’re selling and therefore the distribution system you've got in situ to satisfy orders. However, if you identify other markets and regions to sell to and see traction from these campaigns, you’re well on your thanks to attracting new customers. If the products you’re selling are often shipped internationally, it’s worth testing your ads in new locations.

Once your Facebook accounts pixel has collected enough data about what your ideal customer seems like in one country, you'll apply these lessons to focus on markets in other countries. to see this, if your initial campaign targets customers within the U.S. and people campaigns are seeing success, there’s an honest chance an equivalent campaigns may go in other countries also .

When you change the target location of your ad campaigns, you'll got to make a couple of tweaks to your ads, especially if they ask a selected place. Keep your ad spend small when you’re targeting a replacement location together with your ads.

#2: Increase the dimensions of a Facebook Lookalike Audience

A Facebook lookalike audience will likely be crammed with prospects who are almost like your best existing customers. once you build a lookalike, you select a source audience, which may be a custom audience built using data from your Facebook pixel. Facebook then identifies the common qualities of the people in your source audience and allows you to deliver a billboard to people that are like them.

You can choose the dimensions of your lookalike audience—the smaller the audience, the closer it'll match your source audience. While a higher-percentage lookalike can increase your potential reach, the audience are going to be less almost like your source audience.

If you would like to scale a lookalike audience by increasing the audience size percentage, it’s worth beginning with alittle audience and seeing how receptive they're to your ads. If your ads perform well with alittle lookalike, slowly scale your lookalike to ascertain if a bigger audience is receptive.

Successfully scaling a lookalike audience will get more eyes on your product or brand and may be an efficient way of scaling your Facebook campaigns.

#3: Change Your Facebook Ad Creative and Segment Your Audience

How your audience reacts to your Facebook ads will depend upon where people are within the customer journey. this is often why it’s important to carefully consider your objectives for every campaign.

For instance, if your objective is to tell cold prospects about your product, a video ad just like the one below that explains what your product is and does might be a useful thanks to grow awareness of your brand or product. When you’re creating new content for your ads, always keep your campaign objectives in mind.
Once you’ve run the video ad, you’ll be ready to track the info and metrics. you'll see not only what percentage people watched the video but also what percentage of the video they watched. If your video may be a success, you’ll move cold prospects to subsequent stage of your funnel, where you'll specialise in nurturing them as prospective customers.

After you run a billboard campaign and obtain insights into the behaviors of your customers and prospects, segment your warm audience. for instance , for a video ad, you segment by what proportion people watched—25%, 50%, 75%, and 100% of your video.
You may also want to seem at what percentage people visited your website as a results of your advertising campaign via the Facebook pixel then design ad creative specifically targeting those visitors. Whatever metrics or data points you check out , segmenting your audience will offer you a thought of where best to focus your ad efforts.

As you start to scale your ads and attract leads, your pool of warm prospects will undoubtedly grow. Now you'll really specialise in moving potential customers down your sales funnel.

For an eCommerce store, you would possibly have insights into what percentage people abandoned their cart on your site within the last 30, 60, or 90 days. you recognize that potential customers who have abandoned their cart are on the brink of making a sale , so retargeting this group may assist you convert a number of these would-be buyers into paying customers.

If you've got tons of prospects visiting your site but not converting to buyers, which will indicate that something is wrong together with your offer or your website. The more insights you'll get into what's and isn’t working together with your campaign, the higher equipped you’ll be to make more successful marketing campaigns within the future.

Vertical Facebook Ad Scaling

The most obvious thanks to scale your Facebook campaigns is to extend your budget. If you’re just starting out and aren’t during a position to extend your budget substantially, steadily increase your ad spend instead. With this approach, you’ll not only begin learning how Facebook ads work but also give Facebook time to regulate to your increased ad spend.

#4: Increase Your Budget

Increasing your ad spend every 3–5 days is advisable early , particularly if you’re starting to see good returns from a group of ads. this sort of scaling is understood as vertical scaling.

A sustainable thanks to see if your ad spend is supplying you with the results you would like is to stay an in depth eye on your return on ad spend (ROAS). If you’re spending $50 per day on ads and people ads are resulting in $300 in sales per day, you've got a ROAS of 6.0 so you recognize your ads are working.

If you see these results, you'll think that if you retain increasing your ad spend, your profits will still grow. this is often where some caution could also be necessary. Often, once you start increasing your ad spend, your ROAS finishes up staying an equivalent .

Continuing the previous example, suppose you raise your daily ad spend to $100 per day and you continue to see sales of $300. Your ROAS has dropped to three .0, which can indicate that your set of ads is reaching its maximum potential.

Of course, if you continue to see a profit or a positive ROAS, you'll want to stay that specific ad set running. It’s important to stay an eye fixed on your campaign to form sure your ads remain effective then you'll implement small changes if needed.