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Scaling Facebook Campaigns: 4 Easy Steps To Do It Properly And Profitably

A quick 4 step guide to scaling your FB Ad Campaigns so they remain profitable

It only comes naturally that highly optimized campaign that’s performing well at a $50 a day budget should perform well at $250 a day. Because why shouldn’t it? It makes sense; well it did at least to me a couple of times. But there is a deeper level to it that once you figure out, makes perfect sense and actually shows you a way to successfully scale up any ad campaign, not just linearly but exponentially as well. Let’s get into it.

The biggest trick to scaling is to think of your campaign as a marathon, not a race. When you set up a campaign, Facebook serves your ads to the audiences with the best chances to convert. Facebook acts just like a good gym coach and starts you off slow, with 80 pounds on the bench press and have you do it properly with high success rate. But being motivated and ambitious, you ask your coach to put on 240 for the second series. How do you think that goes? You can try it, and there is even an off chance it would work, but most of the time, you will struggle and eventually give up after too many fails. Well, the same logic applies to the ad campaigns as well. In the example above, there are four things, four angles of thinking to phrase it better, you need to change in order to make that transition.

I also write another guide on how to scale FB Ads quickly using 8 different adset settings; read it here.

1. Proper analysis and conclusions

Before you make any changes to your campaign, make sure you have a good understanding of the existing data. A great example would be a realization that your ads perform better in the afternoon rather than in the morning. Dive deeper into the CTRs, CPAs, and other data and draw conclusions that are relevant. Find the elements that are not performing well and optimize them. This is the easiest step of the four but you have to keep repeating it all the time. Make an informed decision and see how it affects your campaign over time.

2. Incremental budget and audience scaling

This is where gym comparison makes perfect sense. Slow increments are the way to go. When you can lift 80, go for 95 and see how that feels. Stick there for a few days and see if that’s the weight you can work with consistently. In fact, I would recommend going as low as %15-25 increase in both your budget and audience when looking to scale your ad campaign. Here is what happens when you increase your daily budget substantially. Remember the first audience Facebook served you ads to? Well, that’s an optimal audience for the parameters you set. But significantly higher budget means your ads are now being shown to the audience that’s not as optimal and the efficiency of your campaign drops. It may not seem to you like a big deal at first, but as soon as you scale it one step higher, you will see that your math no longer ads up, 1+1 does not equal 2.

Here is the way to do it properly

  • Increase the daily budget by 20%
  • Wait
  • Repeat step 1 (analyze the change; optimize the elements that are not performing well)
  • Wait
  • Not working? Back to step one
  • Working, Increase your budget another %15-25
  • Go back to step 1

This is a simple process but it makes a drastic change in your scaling results.

3. Optimization

I’ve mentioned this a couple of times already; optimize the elements that don’t work. Your ad campaign is reliant on a couple of things, budget, audience and of course, ads themselves. The first thing you need to realize is that no matter how good it is, every ad has a shelf-life. It means that it can only work for a set amount of time and then it will simply become stale, performing with less and less efficiency until eventually goes completely dry. Your job is to not make that happen. Optimize your ads by making adjustments necessary to keep it at peak performance. Test out different elements (background, font, text, video, whatever elements it consists of) and keep doing it in order to increase the longevity. Through this process, you effectively eliminate the segments that don’t work and make your ads scale-proof sort of say. It’s just like the gym as well, you have to keep switching exercises or just variations of the ones you are doing in order to have the best results.

4. Scaling up audience

All of these steps are coming down to the audience and one of the keys to successfully scaling up an ad campaign is a proper audience scaling. There are a couple schools of thought on the exact numbers, but I like to ballpark my target audience at around 180-200k for every $100 of daily spend. Once you reach that number, you should be good to go. Going higher is better as long as you maintain your CPA. Higher numbers also allow your campaigns to run longer as the ad fatigue effect is diminished. The common problem that occurs when you increase your budget is that your performance decreases because your audience has gotten smaller. That means that your ads are now being shown to the same people a couple of times over and that’s really not a good way to scale up.

Expand Audience

Facebook offers a couple of tools for audience scaling, but one of the best ones to use is the Expand Audience option. Depending on your campaign, this option can really make your audience scale simplified. Basically, FB uses the best performing members of your audience and targets more broadly using them as a template. A simple and neat trick, and yet so effective especially when it comes to products targeting consumers. Apart from that, this is what I like to do the most.

Interest-based adjustment

When a certain interest group within my target audience performs well, I look for similar interests and try to optimize both the audience and my ads to create better targeting. This is what I call the natural audience scale because it sort of comes naturally. In many cases, the expanded audience will perform even better than the original one just because you are now matching their niche with better efficiency.

Remarketing

I prefer fresh audience but have been stuck plenty of times and resorted to remarketing strategies like adding audience that already visited the site or is in the mailing list. And this works well if you have your original audience set up properly because of a simple reason; Timing. If your audience was optimal the first time but didn’t convert, maybe it was just the matter of timing and giving it a second chance could mean you successfully convert this time.

Hopefully, you got the idea how FB ad campaign scaling works and you can use these steps to successfully transition your campaign in the big pond.

What should my facebook adset budget be?

People always ask me this question  and me, myself sometimes lose confidence in which budget to set.   But today, I noticed something while looking over stats inside Business Manager..

The adset when it receives 50 conversions, it will change from Active (Learning) to Active – Initial Learning Complete.

People always said “FB Needs 50 conversions in a week (if you have that window set) to start optimizing. What optimizing means is to show your ad to people that look like the ones who converted…   I was lime mkay, cool it needs that, but only now I realized what that is in reality thanks to these little footnotes FB now provides.

So what should your adset budget be?

Let’s say your offer payout is $35.  You want to make 100% ROI on that.  That means your CPA you want is $17.5 – since FB needs 50 conversions to optimize,  your budget in a week to properly test this would be 50 * 17.5 = 875 / 7 = $125 per day for the adset.

Real Life Case Studies – Mortgage Leads on Facebook

I’m part of a super awesome FB Group owned and operated by my friend Tim Burd on Facebook named Facebook Ad Buyers.    Someone just posted an interesting question,  where they ask what could be going wrong, they spent $200 on advertising on FB, laser targeted yet no leads.     We run a lot of lead gen and here’s my answer that will def help solve their problems.

The original post said

“Running this as Lead Generation to New Jersey homeowners for mortgage leads.

Age 25 to 55, income $50K to $250K, full state of NJ, narrowed to homeowners.

About $200 into the campaign with zero leads.

Relevancy score of 5.

Any thoughts or ideas are welcome and appreciated.”

Here’s the ad:

 

Here’s my advice on what to do, to run a profitable mortgage lead gen campaign on FB:

This is what I’d do.

1. I’d get an awesome article written on the benefits of refinancing your mortgage.

2. I’d run an add targeting people in New Jersey for broad keywords on google/bing and get them to click and visit the refi article on website; where i’d place the FB Pixel.

3. After I get enough hits, (minimum 100 from New Jersey) I’d generate a lookalike audience.

4. Next I’d come up with two different angles and 3 different images. 1’d throw them into 1 adset, so I’d have an adset with 6 ads, which I’d duplicate 3x total. So I’d have an adset with 18 ads in it (3×6 same post ID) – Now I’d target broad in new jersey, and lookalike audience I generated.

I’d run this for 72 hours, at $100 per day to see which ad gets the best result.

Since FB optimizes at an adset level, i’d run at this budget to get enough data… once I know which ad gives me leads I’d continue to find related images and or even try video ad made from related images, or one of those cool cartoon animations.

Try that let me know if it helps; this method works well for us (we do a ton of lead gen in finance and insurance)

How to Create Custom Audiences for Facebook Ad Manager/Power Editor with Ease

You may, or may not know that the Facebook Audience Insights tool is total crap.     It doesn’t let you target every interest that comes up in it; plus there’s many interests that you may add to the left side bar, but when you go and create an audience, you just cannot run ads (add them to your interest targeting keywords).

To be sure of what to target, most people would just go into ad manager, and use the fields there – however there’s a better, more efficient way to create audiences.     This is perfect if you have a team, and you trained up someone to be a master of creating highly passionate audiences like I have.    Why?   well, they can get access to this page without ever needing to hop into ad manager/power editor and create all kinds of custom audiences your VA or real life assistant/media buyer can simply select from a drop down when they are ready to put some campaigns online.

Here’s why you can create custom audiences with ease.

  1. Make sure you have business.facebook.com account setup.  The facebook business manager or FBM for short.
  2. On the top menu click  Asset Library > All Tools > Audiences

  3. On the Audiences screen, click the Create Audience blue button, then click Saved audiences

  4. Name your audience whatever you want (if you have a system for naming stuff so your media buyer(s) can follow, use it here);  and then setup your audience as usual:

  5. After you are done, click the CREATE AUDIENCE button and that’s it.

Now when you, or your media buyer, or VA go and create Facebook Ad Campaigns they will be able to select the right audience in a click of the mouse rather than having to enter it every single time!

Affiliate Marketing Problem Solving 101

Affiliate Marketing seems to be non-stop problem solving right?   Just imagine, you worked so hard, you did everything right, and the damn campaign just breaks even.

Let me elaborate on that,  you spied, you picked two killer landing pages that are doing well.  Found 2-3 angles for your ad,  you got your targeting down and you are split testing two offers which seem to be hot (again according to due diligence like talking to your reps, also confirming via similarweb pro, and other spy tools) yet, YET!! the damn funnel converts at break even!!

WTF right? Everyone says you are supposed to be making multiple 100% ROI on FB, all you need is accounts right?   Maybe you need to warm the pixel?   Nah, despite doing all that you can still just break even or even lose money… but why?   WHY the F**** does this happen.  You probably scratched your head over it;  got real pissed, and said fuck it, and went to another geo, and/offer or different vertical altogether, testing and testing until one thing hits, and then you ride it till it dies.     Familiar yes?  Oh I know.

But what if there was a way to take a ‘shitty camp’ that just breaks even and turn it around to rake in 1000% ROI?    It is possible, and we have been doing it ever since I read this book called Problem Solving 101.   That book was an awakening for me;  that let me approach problems and ask, what might be the solutions.

So for a shitty ass campaign that just seems to break even, here are a couple of things to try to solve the problem of NO ROI, and turn it around for MEGA profits:

-try more angles
-try manual bidding, at different levels
-try different audiences
-try different celebs/people on the landing pages
-try more offers
-try something craze that you’d never think will work, but is funny (this ends up always working for us, somehow the best)

so there you have it, some ideas on how to turn a shitty camp around make it a killer camp… hope u enjoyed another quick-to-the-point-no-blah-blah-post.

-iAmAttila

 

Quick Tip: Why Negative Ad Comments can Help You Make More Money

Facebook Ad Comments,  they can be a nightmare.   Especially if you are selling items for 10x the cost of the item on Aliexpress.    I know; we’ve been there done that.  If you can identify with this ‘problem’ you know how much it can quickly ruin your super sweet low CPAs and drive the costs up, and sales down.

This is a classic glass full vs glass empty scenario – you can either get depressed from all the negative comments, or use them to your advantage, turn them around to make more money.

How?

Well,  many times people that leave negative comments want to report you,  bring awareness to the ‘scam’,  ‘expose you’ and other things a good, ethical Samaritan would do right?     After a few negative comments agree,  it’s like unleashing a can of whoop @$$ on your facebook ad.     Of course you will want to reply where you can,  hide what you need to; and ban people that have a lot of time on their hands from littering your newsfeed ad with more of their negative comments.

One great thing is we can actually take all their negative comments, and write ANGLES from it!      This really works, because you can address these potential negative comments by putting a positive spin for it.

For example:   You can get this on ALIexpress for 20$ cheaper!!! RIP OFF!!

A new angle that comes to mind from this could be “YES! You can order from China and save big, or you can order from our AMERICAN store and get the high level of customer service you are used to! Your choice!”

in the above angle, you are addressing potential negs by calling it out, followed by positive benefits that come if they order from you vs china.

You can put a lot of awesome twists to a lot of negatives,  sadly there’s more negative than positive in our world so endless ideas of inspiration will manifest themselves as more and more comments come in!