The beauty about developing the ability to scale your business’s Facebook ads is that there are no secret hidden tricks and tips. There are no rules that have been written in stone and no scientific techniques have been devised to achieve successful scaling of Facebook ads. You see, the fact is that if you ask a bunch of variant Facebook advertising agency experts, each individual will give you a unique, distinctive answer. Are you someone whose heart beats faster at the idea of multivariate testing, whose breaths get faster in excitement when contemplating how to push prospective consumers closer to the final stages of the sales decision process, and who cannot get enough of monitoring campaigns intimately? Okay, then you’ve got our attention. And hopefully, we have yours.
Scaling methodologies are dynamic, and the constant is that they change consistently with a minor algorithmic variation. Moreover, scaling techniques also differ as a matter of personal preference. Each business will have its respective needs, so you have to ensure that the scaling techniques you apply will match these needs. For instance, your business may be suffering from low conversions so be sure that your scaling techniques address this problem. Otherwise, your efforts will be wasted.
In order for you to understand the concept of scaling, let us focus on the discrepancies between vertical and horizontal scaling before moving on to other topics.
Horizontal scaling versus vertical scaling
If you wish to be truly prosperous at scaling, you can not just vary your budget, increase or decrease it, leave it and expect to get super awesome results. This technique of scaling, known as vertical scaling, is completely reliant on the budget being the only variable you can play around with for strong return on investment rates.
What we recommend is to use horizontal scaling, which allows you to play around with more than one variable. Under such scenarios, a marketing professional will test different ad campaigns, kinds of creatives and target markets to see what works best with the general objective of founding a steady, stable account structure to achieve long term scalable prosperity.
Situation number 1
Imagine that there is a brand marketer who has a bunch of advertising campaigns that target a lookalike of his previous consumers and is working effectively with more than 3 times the return on ad spend and he wishes to amplify it. What paths can he follow to implement this strategy? What do you think he can do?
What this brand professional could do is to attempt introducing two new lookalike audiences based on pixel events. What is that, you ask? If you have the Facebook pixel installed to every single page of your website, you can put additional code on specific pages to track and gather reports of the details of every single action on your website (account registration, search, buy decisions etc). This option also allows you to manage audiences of those targeted events.
Coming back to launching 2 new lookalike audiences based on pixel events, the brand marketer can either put them together in one ad group or launch them separately. This will of course be dependent on the amount of audience overlap between them. Majority of social media advertising experts test a 1% of lookalike audiences.
Set Up Audiences
After you have conducted multiple tests, you will know what works. You will have to set the add to cart option audience segment for the last thirty days.
If your site receives stable incoming traffic, a minimum of 5000 unique visits per month, it will also create a 2 times add to cart audience, from which you can generate a lookalike one. After that, make up a Page View audience.
Now you are ready to use the Audience overlap tool as you have set up these audiences and their lookalike groups as well. It is up to you whether you wish to put the ads together as one campaign or use them in an isolated manner. Each audience segment that you wish to overlap should contain a minimum of ten thousand people. You can use Custom Audiences, Lookalike Audiences, and Saved Audiences.
Situation no 2
Now suppose there is a marketer who is wondering what to do as his audience is complaining that he is sending them too many ads. He has Website Custom Audience remarketing ads set up for anyone who has visited his website since the last three months. It’s doing very well and produced a 3 times return on ad spend worth but the frequencies are above the value of ten and performance has declined. What can this character do to rectify this problem?
It’s actually quite simple: don’t put all your eggs in one basket. In other words, do not lump all your remarketing traffic into a single ad group that is programmed to go to the same group of people at the same pitch. Remember, effective remarketing is all about quality! We prefer to get our traffic from the top funnel as they usually tend to stick around for a longer period of time.
At the very least, kick off your program with a 3 day, 10 day and a 30 day audience pool through the Custom Audience creation tool. If you are an online retailer, then you can even personalise those time windows. Each of these audience groups will get an ad that is slightly different from the rest. It is understandable that someone who visited your site 2 days ago will be a lot more interested in your portfolio of products and services as compared to a visitor who stopped by your website last month.
What you can do is to establish varying time lags with diverse ad creatives and copy to each customer segment. Start small and build your way up slowly. The different time windows will let you scale sustainably as you will be demonstrating a wide spectrum of pitches to your audiences, thus assisting you in comprehending what truly works and what does not. You will digging a lot more into customer data, ad optimisation and creative copy testing.
Training Program
Now the above two scenarios are only two when it comes to scaling. If you wish to train yourself further, there is a plethora of training materials available online for you to refer too. Remember to apply your principles that you learn and to keep experimenting. With time, you will become a top level scaling guru!
About Carson Derrow
