Scaling a Facebook campaign can be tough.
If scaling a Facebook campaign was easy, everyone would just add more budget to each of their working ad sets and suddenly make more money.
However, this rarely works in the long term.
The problem is that most ad sets reach a “point of no return”, where spending more money just results in higher click & conversion costs and lower returns.
In this article, I’m going share with you 7 methods I consistently use to scale campaigns.
Method #1: Identifying New Customer Personas for Facebook Advertising
One of my favorite ways to scale is to identify new types of customer personas that might be interested in your product or services.
While this might seem like an obvious method, a lot of people only focus on growing ads that have already been successful.
Unfortunately, this can limit your growth.
Here are a few examples of how to identify new audiences & how it can help you scale.
Example #1: A Protein Supplement Company
Imagine you are selling nutritional supplements and you initially advertise to people who are interested in your competitors (i.e. Cellucor, MetRX, etc.) and people that are interested in bodybuilding — but after a few weeks, you notice that you are unable to increase your budget and remain profitable.
What you would do next is identify people who might also be your customer. Please see a few examples below.
- Men / Women interested in BeachBody, PiYo, and other fitness programs.
- Women who recently had a baby and are interested in health magazines.
- Men / Women who are interested diet plans such as Atkins, Paleo, etc.
- Men / Women who might have liked pages related to national gyms.
By creating these different customer personas, you’ll be able to reach new audiences you haven’t reached before, and you’ll be able to be more personalized in your advertising.
For example, if someone is interested in Paleo, you might try using ad copy like this, “Try our 100% all-natural, great tasting, Paleo-safe protein for free. Just pay S&H.”
Example #2: A Health Drink
Imagine you have a delicious & healthy drink to sell.
You might start by targeting people who are interested in other healthy drinks, and this might work for a while — but eventually, you realize that you can no longer scale your budget & remain profitable.
So, what you would do next is look at each of the ingredients in your drink, their health benefits, and focus on the types of people that could benefit from those ingredients.
For example, say, you have an ingredient that will help boost someone’s energy. Then, you might focus on people who have ailments that produce a lack of energy (i.e. chronic fatigue syndrome, insomnia).
Then, you would create ad copy that would speak to that audience, i.e. “Can this amazing drink make you feel more energized?”
By focusing on each of the ingredients, their benefits and who might benefit from them, you’ll be able to come up with several customer personas that will help you to scale.
Example #3: Survivalist Gear
Imagine that you are selling survival gear.
You might start out by targeting people that are interested in survival, but over time, you hit a point where you can no longer effectively scale your campaigns & remain profitable.
Therefore, you might look at the other types of people who would be interested survival gear (i.e. people who camp and military veterans) and you would create personalized ads for each target.
For example, for the people that camp & are parents, you might write the following ad copy, “Enjoy camping? This fire starter will help start a fire no matter where you are. Whether it’s cold, wet or windy outside, you’ll be able to keep your family warm.”
For military veterans, you might try something like this, “This is the most effective can opener you’ll ever have, and has been used by the US military since WWII.”
Method #2: Creating Multiple Facebook Lookalike Audiences
In most of my ad campaigns, lookalike audiences are often my most effective audiences. However, most people don’t realize the amount of lookalike audiences that you can create from the data you already have.
What is a lookalike audience?
A lookalike audience is an audience created by Facebook that looks most like the data you provided them (i.e. a list of subscribers, a list of customers, etc.).
The most popular lookalike audience is a 1% lookalike.
A 1% lookalike audience represents the top 1% of Facebook users in a country that look most like your data (i.e. list of customers).
Right now, 1% lookalike audience in the US is approximately 2 million people.
If you are having difficulty scaling, one method I frequently use is to simply grow your reachable audience by creating new lookalikes.
Here are 13 of examples of lookalikes you can create:
- Visitors Lookalike
- Lead Lookalike
- Email Lead Lookalike
- View Content Lookalike
- Add To Cart Lookalike
- Initiate Checkout Lookalike
- Add Payment Info Lookalike
- Purchase Lookalike
- Buyers Lookalike
- Buyer Emails $100+ Lookalike
- Page Fan Lookalike
- Complete Registration Lookalike
- Video Completion 95%+ Lookalike
There are several other lookalike audiences that you could create, including but not limited to, a segment of your email list, people who visited your website in the last 30 days, or people who only visited a certain page on your website.
All of these lookalikes combined together will help you create a larger targeted audience of qualified prospects.
The important thing to note is that not all lookalikes will be effective or profitable, but you won’t know until you test them.
The good news is that there is a VERY high likelihood that will find at least a few that will be effective & each 1% lookalike audience in the United States represents approximately 2 million people.
Method #3: Finding New Facebook Audiences Based On Your Existing Data
One of the best tools for finding new audiences can be found in the Facebook’s Ads Manager. This tool is the Facebook Audience Insights tool.
Click here for detailed instructions on how to use the Facebook Audience Insights tool.
Inside of this tool, you can look at the demographic data, page like behavior, purchase behavior, and more of a particular audience (i.e. your buyer emails, people who liked your page, or an interest target that is performing well for you, etc.).
When you use this tool, the most effective tab often is the page likes tab. On this tab, you can find pages that have a high affinity with your selected audience; these pages can often be used as new interest target to test.
For example, imagine you are running a survival gear campaign and you’ve seen success targeting people who are interested in “Survival Life”.
When you run Audience Insights on “Survival Life” as an interest, you’ll find people who like “Guide for Prepping” are 18.8 times more likely than the average Facebook user to be interested in “Survival Life”.
Based on this data, your next test might be running an ad set with “Guide for Prepping” as your interest target.
Method #4: Segmenting Out Your Facebook Ad Sets
Another method for scaling ad campaigns is to segment out your ad sets.
There are several ways to do this, but here are 3 common methods listed in order of their effectiveness: 1) segment out by placement, 2) segment out by demographic data, & 3) segment out by the optimization pixel.
Segmenting Out By Placement
If you are currently running an ad set that has multiple placements (i.e. mobile news feed, desktop news feed, and right column), you probably have noticed that 80–90% of your impressions go towards the mobile news feed.
That being said, if you split your ad set by placement, you’ll be able to force Facebook to show your ad to multiple placements. Often by doing this, you’ll be able to achieve a higher effective budget than if you only had one ad set.
To segment out by placement, you simply create discrete ad sets for each placement.
For example, if you are targeting people with dogs, you might create the following three ad sets for each of your placements:
- Interests/Dogs MNF (Mobile News Feed)
- Interests/Dogs DNF (Desktop News Feed)
- Interests/Dogs RC (Right Column)
Note: When segmenting out your placements, I recommend that you adjust the copy of your right column ad to make sure it fits well.
Segmenting Out By Demographic Data
Another technique for scaling is to take your existing ad sets and segment them out by demographic information (i.e. gender and/or age ranges).
The reason why this works is because Facebook optimizes itself to focus on the people they think will be the best converters, therefore dedicating as much budget as possible against those people.
However, if you segment out your ad sets by demographics, you will force Facebook to share the impressions equally and they will find new converters in each of those ad sets.
An example of segmenting by demographics can be seen below.
- Interests/Dogs Men
- Interests/Dogs Women
Segmenting Out By Optimization Pixel
Another segmentation method that could help you scale is by segmenting out your ad sets by the pixel you optimize on.
The reason this works is because when you tell Facebook to optimize on a particular pixel (i.e lead pixel), they will show your ad to the people they think are most like to trigger that pixel to fire (i.e. people that are most likely to convert to a lead).
That said, you can duplicate your ad set and optimize on different pixels such as Add To Cart, Initiate Checkout, and Purchase.
Each one of these pixels will optimize & deliver impressions differently and will help you add a little bit more budget than if you ran a single ad set.
Note: There are two more segmentation methods I sometimes use. 1) You can duplicate ad sets & use different ads in each ad set to create multiple appeals for that same audience (i.e. long copy, short copy, carousel ads, video ads, etc.). 2) You can segment out by location. The problem with this segmentation method is it can be hard to manage to and certain locations may have extremely small audiences that can quickly lose their effectiveness due to frequency issues (i.e. people see your ad too often & stop engaging with it). Fortunately, there are some third-party tools that can manage to this; however, most of them are very expensive, require large spend commitments, and long term contracts.
Method #5: Staggering Your Facebook Ad Set Bids
Another way to scale your Facebook campaigns is by duplicating your ad sets and staggering their bids.
For example, imagine your best performing ad set was “Interests/Dogs”. You would duplicate that ad set four times, and name the ad sets as follows:
- Interests/Dogs 1x
- Interests/Dogs 2x
- Interests/Dogs 3x
- Interests/Dogs 4x
Then, you would look at the cost per conversion for the pixel you are optimizing on for the last 7 days.
Let’s assume you were optimizing on the lead pixel and its average cost was $1.50 / lead.
You would then enter manual bids for each of your new ad sets as follows:
- Interests/Dogs 1x (Bid: $2.25 | Calculation: $1.50 X 150%)
- Interests/Dogs 2x (Bid: $4.50 | Calculation: $2.25 X 2)
- Interests/Dogs 3x (Bid: $6.75 | Calculation: $2.25 X 3)
- Interests/Dogs 4x (Bid: $9.00 | Calculation: $2.25 X 4)
Note: The reason that I added 50% to the average cost per lead of our winning ad set is to avoid delivery issues with Facebook (i.e. Facebook doesn’t deliver impressions to your ad because your bid is too low; therefore, not spending your full budget).
While this technique can help you scale, it is important to note that it doesn’t always work & sometimes, you’ll encounter delivery issues where Facebook won’t deliver your ad or spend your full budget.
Method #6: Duplicating Your Facebook Ad Sets
Sometimes, scaling a campaign can be as easy as simply duplicating your ad set & updating the copy a little bit in the new ad set.
While this may be effective in the short term, I often find that it will have issue in the long run due to increased frequency.
However, if you looking for a short term boost in budget that most likely will be profitable, this might be your best solution.
Method #7: Using Layering on a Larger Facebook Lookalike Audiences
I typically recommend that you stick with 1% Facebook Lookalike Audiences.
However, as you begin to scale, you may find that you’ve exhausted all of your 1% Lookalike Audiences that are profitable — and you may need to try something new to scale your budget.
When this happens, you can try creating a larger lookalike audience and then narrow it down with a large & related target audience.
For example, imagine you are selling a health food product, and you create a 3% lookalike audience of your buyers. You would then narrow down that audience by adding in a target such as people that purchase Fresh & Healthy Foods (an audience of 55 million people).
Note: On these larger lookalike audiences, you should exclude your 1% lookalike audiences if they exist in any other running ad sets.
While all of these scaling methods can be effective on their own, rarely do I combine all of these methods together.
Typically, there are only two or three of these methods that I will utilize to scale a campaign.
Obviously, the method I choose to test depends upon the business & the method I continue to use depends upon the testing results.
Until you test, you will not know which one of scaling techniques is right for you.
If you need with Facebook advertising, feel free to reach out to me at firstname.lastname@example.org for a free consultation.
Update: Facebook is rolling out a feature that “expands interest targets at a lower cost per conversion”. This is likely to become any tool in the toolbox for scaling Facebook campaigns.