Harnessing the power of Facebook’s advertising platform is a tricky road to navigate; this is especially true when it comes time to scale your advertising efforts. Just because you have experienced success at lower spending amounts doesn’t mean that you simply spend more money and generate the same success.
The Facebook algorithm is a finicky beast, and scaling must be done carefully and according to best principles.
It is important to understand that increasing your investment in Facebook ads is no minor decision. Sure, there is a vast audience to reach, but you want your pitch to those potential customers to be efficient and successful.
#1. Increase Your Budget (Wisely)
You may be thinking, “Well, duh, isn’t that the whole point of scaling?” Admittedly, it is the most elementary entry into our list. Even so, you must tread carefully and make smart decisions about how and when you apply more funds to your advertising.
Don’t blindly throw large sums of money at an ad expecting similar returns (even if that ad previously performed well). See, here’s the deal — Facebook optimizes your ad sets over time, which is why ads often perform better as time goes on. If you throw too much money at an ad too fast, it can throw off the algorithm, which then causes your ROI to massively drop.
Scaling up too quickly means overcommitting your resources before they have any time to prove themselves. While you may have an ad that knocks it out of the park at a lower tier, it will still require time to prove its value at a higher level. Depending on the size of your audience, an ad that performs well at a lower ad spend may struggle when you increase the amount of money behind it.
You need to be sure that the ad will continue to generate a high ROI as you increase the amount you spend. To ensure this, moderately increase your spend — too much too fast is asking for trouble and plenty of lost dollars.
On your ad manager, go to the ad set you want to revise and click ‘edit’. Click on ‘adjust budget’ and you will be able to increase it by a certain percentage. Generally speaking, don’t increase your ad spend more than 20% per day.
The longer an ad has to find and engage with its target audience, the more likely its performance will increase over time.
Once you do increase your investment keep a close eye on the ongoing performance of your ads. Even the best ads — ones proven though plenty of testing and past positive returns – will grow stagnant over time.
An unwillingness to change will cost you money.
#2. Use Facebook Audience Insights
The thing about Facebook having so many users is that it knows a lot about those users. By a lot, we mean A LOT.
In utilizing their ad platform, you also have access to that trove of data. So make use of it. Using Facebook’s Audience Insights tool, you can expand your reach to an even larger group of potential customers.
Click on ‘Audience Insights’ on your Ad Manager page and enter the custom audience details for the ad you want to scale.
Assume your initial advertising focused on those that loved the outdoors. However, through audience insights, the data showed that those same folks also loved dogs.
Not only can you retarget that original group with their interest in canines, but you can also create content aimed directly at dog owners that are active nature lovers too and discover pages that your target audience is likely to follow.
You can view this information under ‘Page Likes’; this is a gold mine of information and lets you tap into a new set of audience who are most likely to be interested in your ad.
#3. Create Lookalike Audiences
Another key factor in scaling your Facebook ads is allowing the platform to do some of the work for you.
Using the Facebook pixel, you can track what tasks a user performs on your site after engaging with one of your ads. From there, Facebook will analyze the activity data automatically, then create a wider target audience based on those actions.
For example, assume that a large contingent of purchases made on your website is from college-educated users that live in New England. Facebook can use that data to create a similar, yet much bigger audience which you can then target with advertisements.
Under the ‘Audience’ tab, click on ‘Create a Custom Audience’. Start with picking your strongest lookalike audience — it can be from your customer purchase list, app download list, website visitors, etc.
Once you have uploaded the data, Facebook will match it to the corresponding profiles on Facebook. Now, you need to establish the size of the audience, between 1 and 10% which will define the post reach. Remember that as you increase the percentage, the quality of your audience will continue to decrease.
#4. Go International With Your Audience
When setting up your business, you may not have planned on going international, but through the help of platforms such as Facebook, the world is shrinking. You should definitely take advantage of it too.
The first step is seeking opportunities in countries that speak the same language. For example, if you live in the United States, you can expand your audience to other English-first countries, such as Australia, Canada, and the United Kingdom.
From there, all it takes to grow even further is to translate your ad into the language of your target country or countries.
One item of note is that even if the principals of Facebook remain similar internationally, the users do not. Before expanding beyond your own backyard, recognize that some things get lost in translation from one country to the next.
This tip applies not only to your ad content and the product or service you’re selling but also to the spend and ROI (the cost to convert in one country may be uneconomical versus another).
Regardless, few things are more exciting than realizing your appeal reaches far beyond your city or state.
#5. Freshen Up the Content
When scaling your ads, it is essential to avoid ad stagnation. If you start to see a high-frequency score on your ads, it may be a sign that your audience is seeing the same ads too often and that you need to freshen up your ad sets.
Consider creating ad sets using a variety of approaches, such as videos and slideshows, which add a nice bit of variety to the standard ad format. You can change different elements in the ad like the caption, link or creative.
On the ‘Adverts’ tab in Ad Manager, click ‘Duplicate’ for the ad set you want to edit and replace the text and/or creative.
If you replace the advert, remember to stop the previous ad and if you wish to test both the ads, let both of them run and compare the results.
It is also a good idea to use one ad format when doing the initial targeting of an audience, then use the other when retargeting; this keeps your audience from seeing the same ad repeatedly and prevents ad fatigue.
Taking the next step and scaling your Facebook advertising certainly comes with a bit of uncertainty. Adjustments may be necessary early on, and the potential to lose some of your ad dollars in the initial stages is ever present.
The benefits though far outweigh any risk. A greater audience equals more engagement, more customers, and more sales.
Remember, budget and increase your spend wisely, develop your audience through multiple channels, and provide them with content that ensures their engagement no matter where they are in the buying process.
Scaling your Facebook advertising can mean plenty of success for your business. Mapping out the road ahead ensures a smooth ride later on.