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There is nothing more soul-crushing than to see another Facebook ad campaign flop so hard you actually start questioning how good a marketer you are.

Many of us have been there.

You wish you could boost and grow your company (or your client’s company) to 7 or 8 figures, but the reality hits like a truck.

You are spending more and more money on your campaigns, but the costs climb really high, ROI starts to plummet, and you end up confused and lost.

This is why you need to learn how to scale your ads.

If you could spend $500, $1,000, or even $10,000 per day on Facebook ads profitably and get $2, $3, or even $10 back for each dollar spent, what difference would it make to your business?

Alex Fedotoff here

If we have never met, my name is Alex Fedotoff and I’m the founder of alexfedotoff.com and AF Media Agency.
If you buy products online or use software to run your business, there is a pretty good chance you have seen (and probably clicked on) one of my ads. I have the good fortune of working with some of the smartest, savviest and well known businessmen in the world.

When I embarked on Facebook advertising, I couldn’t scale my campaigns at all.

I thought that investing more money into my ads would help … and I couldn’t mistake more.

My CPA and other metrics were going down as rapidly as skydiver without a parachute, and I had no idea why.

Truth be told, there was a time when I wasn’t able to grow my daily spend over $50 and be profitable.

So, as probably anyone else, I started looking for answers.

I searched the web and collected every piece of data on the subject I could find, managing millions of dollars over the years in my campaigns, constantly testing and adjusting everything to optimize the performance and scale Facebook ad campaigns profitably to high daily spend.

Today, I’m spending up to $2.5 million dollars a month on Facebook advertising (it’s over $80,000 every day) for my own and my client’s businesses profitably.

For example, in January this year I spent $2,565,831,17 on ads:

Your probably think, “It’s easy for you to say”.

In reality, however, we are in the same boat, the only difference being that I have had my years of experiencing and testing, thus being able to figure things out.

So now I want to share with you what I’ve learned.

In this comprehensive guide, we’ll cover all the essential elements of successful scaling of Facebook ad campaigns.

Starting with the most common and profit – shattering mistakes that you might make, throughout proper tracking set-up, choosing the perfect audience, and setting realistic KPIs to keep your campaigns profitable while growing the ad spend.

By the end of this article, you will have learnt how to structure and scale your FB campaigns to $1,000 and beyond in a profitable daily spend.

Tip: At the end of the guide, I’ll talk about some basic info related to scaling, so if by any chance you’re completely new to the whole concept, you might start off with that.

 

All right, let’s get into it. We’ll start with the most important issue on the list.

 

4 Biggest mistakes that people make when scaling FB advertising campaigns

There are certain things you just have to be aware of before trying to scale any FB campaigns.

Some of them are obvious, whereas some are harder to figure out.

So just read through them, memorize them, and use them.

It will save you a lot of money and headache

1. Increasing your ad budget too fast

This is perhaps the biggest offender on the list.

Trying to scale your campaigns too rapidly is one of the most common rookie mistakes out there.

Example: Let’s say you’ve already set up your campaign and have been running it for 4 or 5 days.

The results look promising, and you think to yourself, “Wow, I’m actually generating leads for $3. I’m spending $10 a day; so if I increase the budget to a $100, I should get 10 times more leads, right?”

Well, that’s wrong. Because when you scale, your results are not going to stay the same.

Yes, by pumping more money into your campaign, you should logically expect bigger reach as you give Facebook more opportunities to grow your ROI; but if you try to multiply your budget too fast, it will completely throw off and destabilize the algorithm that optimizes your ads.

Facebook algorithm is designed in a way where it optimizes your ads for a certain amount of conversions at a certain cost.

If you try to rush it, for instance, from $50 a day to $500 a day right away, it will give you very similar number of conversions in both cases.

So your ROI will drop massively.

Conclusion : Scaling takes time.

So I recommend increasing the budget for ad sets that perform well by 20-30% every 48-72 hours.

Gradually, you will see some of them decline in performance.

At this point, you can either turn that ad set off or “downscale” it to the level where it was profitable before.

However, you should also do your own testing and find what timeframes / incremental increases work for you. Maybe it will 20% every 48 hours or 30% every 72 hours – you need to find for yourself.

 

2. Expecting results too early

The Facebook algorithm is straightforward and efficient, but it won’t turn water into wine; at least, not at the very beginning of your campaign’s life.

It’s easy to judge your marketing campaign on Facebook within the first few hours.

So when you don’t see much traffic and leads are not going up, you treat it as a full-blown failure.

Yet, according to Facebook’s help center, that’s not the case:

“It takes our ad delivery system 24 hours to adjust the performance level for your ad. It can take longer when you edit your ad frequently. To fix it, let your ad run for at least 24 hours before you edit it again”

Conclusion: Contrary to your own ’gut feeling‘, give your campaign at least 24 hours (better even 48 hours) to fully digest all the alterations applied to your ads.

3. Changing too many things at once

Changes might be good, but it’s easy to overdo it.

Moreover, it might be tempting to constantly tweak your ads: you want to be in control and stay on your toes.

Nonetheless, in the world of scaling, patience is the key

It especially holds true when you are testing, raising/lowering budgets or bids, and expecting measurable results within a relatively short period of time.

To further make things worse, you’re doing all these things at once.

Example : Let’s say your campaign is not going so well.

You are trying to convert and get new people to buy your bodybuilding supplements with free shipping.

After 2 days, you notice that your CPA and lead costs are climbing really high within age group of 50-60.

The decision feels natural to you – to trim the demographic group and, AT THE SAME TIME, lower the budget across other target groups.

In the end, you get the outcomes that are really difficult to measure objectively.

How could you tell which ones have a positive or negative effect on your campaign if you do all the things at once?

Conclusion: When altering your campaign or running A/B tests, limit it all to 1 big change a day on the ad set level.

Don’t put all your eggs into one basket, or you’ll turn your Facebook ads into one giant mess.

Tip : While adjusting your ad’s creative design (the image and text), it can take up to 45 minutes for it to be approved. The same applies to bidding – the ad system will recognize the bid change within 15 to 20 minutes.

4. Wrong targeting

Targeting is a separate issue that I’ll cover further in this guide. But while we’re here, I’d like to mention the effect of misdirecting your campaigns and addressing wrong audience.

It’s pretty simple: No matter how good your ad is, or how well you have prepared your copy: if the content reaches wrong audience, it will be all for nothing.

According to AdEspresso, there could be over 1,000% difference when it comes to cost-per-click for specific ads, depending on the target audience.

Too broad targeting

Unless you work in a furniture or food industry, targeting 10 million people in your country alone is a huge overkill.

Simply put, your ad might be completely irrelevant for such a broad set of targets.

What’s more, your limited budget won’t let you reach the people with the highest purchasing potential.

Conclusion: If you have any doubts about your targeting, ask yourself the following: “Are there really millions of people interested in the things I offer?” If your answer is “no”, narrow down your audience, adjust demographics, or use flex targeting.

Tip : Too narrow targeting might also be a problem because you risk exhausting your audience really fast and exposing them to ad fatigue. The good rule of thumb in my experience is the audience size of 500,000 to 2,000,000

Your probably think, “It’s easy for you to say”.

In reality, however, we are in the same boat, the only difference being that I have had my years of experiencing and testing, thus being able to figure things out.

So now I want to share with you what I’ve learned.

In this comprehensive guide, we’ll cover all the essential elements of successful scaling of Facebook ad campaigns.

Starting with the most common and profit – shattering mistakes that you might make, throughout proper tracking set-up, choosing the perfect audience, and setting realistic KPIs to keep your campaigns profitable while growing the ad spend.

By the end of this article, you will have learnt how to structure and scale your FB campaigns to $1,000 and beyond in a profitable daily spend.

Tip : At the end of the guide, I’ll talk about some basic info related to scaling, so if by any chance you’re completely new to the whole concept, you might start off with that.

 

All right, let’s get into it. We’ll start with the most important issue on the list.

 

Tracking – learn how to collect data

Starting from the bottom

If you want to scale, you need to track your ads and know what metrics you want to hit (we call them KPIs – Key Performance Indicators).

There is no way around this: without the right tools to measure your campaigns you’ll be like a clueless child in the dark.

You NEED to see your CPA, the leads, and the traffic you are generating.

Example: You have decided that you are ready to pay $10 for a lead to your business or you can pay up to $30 to get a sale in your ecommerce store or you can afford not less than 200% ROI on ad spend. These are your KPIs, and the whole campaign performance will be optimized against them.

The Facebook Pixel

The Facebook Pixel is a line of code that allows managing and evaluating the performance of your ads, such as conversion events, the amount of clicks to your website, and the sum of money you’re making owing to your conversions.

It tracks sales, leads, and other important KPIs in your funnel and lets you see how much it costs you to get certain conversion.

It also allows you to optimize your advertising based on conversion events.

Facebook pixel starts being efficient when at least 30 people are ‘pixeled’ with it.

What it means is that 30 people need to visit the page in your funnel where certain conversion happens (for example, purchase the thank you page) in order for a Facebook algorithm to be able to optimize for that conversion effectively.

The pixel code is embedded into your website pages and sends data back to Facebook (or any other external tool), displaying the information in a clear and preset manner.

HOW TO SET IT UP:

For most online hosting solutions and providers, there are easy-to-use plugins that will allow you to install a Facebook pixel throughout your whole website with just a few clicks.

Here are some of these solutions and guides on how to install them:

If you haven’t found your solution above, refer to the instructions below:

Installing your Pixel Codes

Providing you have your Facebook pixel set up and have your codes ready, you need to add them to your website.

If you have sufficient intermediate-level coding skills, you will be able to manually copy and paste the base code and event codes to HTML (otherwise, let someone else do the job for you).

Here’s a quick overview of how it should look like.

Important Note: Sometimes, the placement of your event codes may differ. For example, if you are taken to a new page as a result of an action (like after clicking on the ’purchase’ button), you have to set the event on page load and place the event action code BELOW the tag.

Tip: If it all sounds too confusing, you think you’ll waste too much time by manually pasting the code, and you use WordPress website, you could use a plugin to install all the codes. It’s called Pixel Your Site and allows embedding Facebook Pixel with one simple click.

What are event codes, and why are they essential to successful tracking?

The job of event codes is to track specific events that happen on individual pages of your website and send the data back to your ad manager.

Currently, you can track nine different event actions :

  1.  Search
  2.  View Content
  3.  Add to Cart
  4.  Add to Wishlist
  5.  Initiate Checkout
  6.  Add Payment info
  7.  Purchase, Lead
  8.  Complete Registration

The events you want to track depend on what you want to achieve – your overall goal and ad campaign objective.

So, for instance, if you’re using Facebook ads to sell products from your online shop, you might be interested in View Content, Search, Add to Cart, Initiate Checkout and Purchase.

Okay, but what happens if I want to track different pages with the same event code?

To do that, you need to use custom conversions.

If you don’t, your reporting will be messed up and inaccurate , accumulating collective info instead of individualized data from every page.

Example : Let’s say you’re running an online store selling pet food.

The products can be placed in a cart.

You put your event code on every individual sub-page, so you can track conversions for different items and see which pages generate clicks.

However, by doing that, you’ll only receive a single stream of data from ALL the sub-pages at once.

If you really want to separate the wheat from the chaff and check which element has the highest selling potential, you need custom conversions.

Here’s how you set them up .

     ● Go to your Ads Manager toolbar and click on ‘custom conversions’ under “Measure and Report”

  • Click on the giant green ‘Create custom conversions’ button at the bottom of the page.
  • A new window will pop up. In the drop-down menu choose ’Event‘, or ‘URL’ (depending on how you want to trigger your action)

So if you want to consider anyone who visits a specific page on your website, such as sale, you need to specify it here:

After that, you would specify the name of this conversion (sale, lead, etc.) and note how high the value of it is to your business:

Note: If you want to check whether your tracking is working and whether it’s present on all pages, you can download Facebook Pixel Helper.

External tools that you can use to track your data

External measurement tools for Facebook ads are a great way to confirm and double-check your tracking results.

Marketers have found out that measurements given by various analytics tools don’t match up with the number displayed by Facebook’s add manager.

But it doesn’t mean the data is wrong.

So which method is the most accurate?

None.

The simple answer is that they track conversions differently and give credits for action and event triggers happening under different circumstances.

Here are 2 tools you might be interested in:

  • Google Analytics

It’s one of the most popular and best tools any online business owner can dream of, regardless of the company’s size, niche, or IT skills. GA will provide you with information on how, when, and why people convert. Here’s a link to a website that will guide you through the whole process.

  • Wicked reports

This tool tracks Facebook ad clicks and ties that activity to your CRM. The process is pretty straightforward and requires you to put your Wicked ID into ads themselves. You can find it here.

Targeting – find and grow your audience

Once you have established proper tracking tools and KPIs and know where you want to take your campaigns to, it’s time to increase your reach and find new targets for your ads. If you feel like your campaigns begin to stagnate and wane and you constantly worry about gaining new audiences…. you need to improve your targeting.

Firstly, if you haven’t done it yet, you need to create your own custom audience in the Facebook ad manager.

Custom audience are pre-built groups of people who know who you are, have provided their emails, checked your products, and visited your site within the last 30-60 days.

To create custom audience, go to your ads manager and select ’Audiences‘ under ’Assets’ tab.

Now click on ’Create Custom Audience‘. A new window pops up.

After that, please specify how you would like to acquire your audience details.

Customer file: It is perhaps the most popular and reliable method of creating your customer audience file.

After you select the option, a window will appear where you will be able to upload your clients’ info (saved in either Excel or txt. extension).

You could also copy-paste all the details and paste them into the window.

Website traffic: this option creates the file based on the traffic on your website within a specific period of time. You can also set the option for people who haven’t visited you in a while.

App activity: here, you’re creating your audience based on the people who use your mobile app if they match the rules set by you.

If you want to set this option up, you will need to modify the options through the Software Development Kit on the mobile device your app operates on. details.

Engagement on Facebook: it is a fairly new and promising option.

It will enable you to segment and build the audience based on the interactions visitors have with your Facebook content.

You will be able to target the most engaged people who have the highest response chance to your ad campaigns.

Key Note : you should heavily rely on the custom audience, especially in the middle and bottom of your marketing funnel.

It means you will be able to reach the lowest cost per clicks and cost per leads for your ads.

Moreover, if you feel like your campaign begins to lose steam, you can easily expand on the people who are already interested in your product or service.

  • Audience Insights

It’s a useful Facebook tool that allows you to find and uncover new demographic and behavioral data among Facebook users (both targeted by your current ad campaigns and those non-affected by any marketing strategies).

Audience Insights will help you discover other pages that people on the market you are competing in also ‘liked’ or converted with.

Here’s how it works:

  • Go to your ads manager and find ‘audience insights’ in your ads toolbar.

●  Load your custom (customer list and email list) audience into the tool and specify the location and add interests (you can also do that if you’re building your audience from scratch).

Example: Let’s say we already have a campaign running for some time, and after 6 days we notice that it is converting quite well for around 300 thousand people.

It looks like a promising material to scale on, so we import our custom audience into Audience Insight and expand on some interests adding location for more specification.

Still not enough? Look below:

  • 3 .Click on the “Page Likes” tab.

The ‘Top Categories’ tab displays a ton of interesting metrics and interactions your audience was a part of, such as liked pages, videos viewed, blogs they are reading, famous people they are researching, and loads of more.

It is a real goldmine for the things your already converting audience would probably also like.

There’s even more.

● Scroll the page down to the very bottom and check for ‘Page likes’ tab.

These are the things that Facebook lists as ‘most likely’ to be liked by your audience.

Impressive, isn’t it? Even more data you can scale your campaigns off.

I am adding more and more interests, and my audience keeps growing too rapidly? How do I stop this process?

It happens a lot, and believe it or not, excessively broad audience can be too inaccurate to scale your campaigns off (as I already mentioned in the ‘Mistakes’ paragraph)

Example: Let’s say you’re selling a product for people who like vegan food. You have a solid custom audience that is converting pretty well, so you’ve tossed all of that into Audience Insights and added a bunch of different interests, such as restaurants, fitness and wellness to name a few. You end up with a market of estimated 10-12 million people! That’s way too big.

You need to edit your audience and do something that’s called ‘flex targeting’

● Go to your ads manager tab and again find ‘Audiences’ under ‘Assets’ tab.

● Edit one of your custom audiences or click on ‘Saved audience’

● A new window will pop up. Scroll down and click on the ‘Narrow audience’ button.

Now you can add any additional interests that will ALSO be tied to your main interest. So you will be focusing on people who like veganism, people who are interested in restaurants, AND people who are interested in fitness. Generally, it will vastly reduce the audience size, so experiment with it and measure your results!

● Lookalike audience

This is another fantastic method of expanding your audience that you might scale your ads on.

Lookalike audience is a Facebook algorithm that you supply with your known (custom) audience.

Then, the platform searches for similar targets across its database.

All in all, it’s a great way of expanding your profitable campaigns.

Go to your Ads Manager panel and again find ’Audiences’ under ‘Assets’

Click on ‘Create a Lookalike Audience’.

A new window will pop up.

When you create a lookalike audience, it will show you an estimate of how many people can be matched within the lookalike bracket.

I strongly recommend staying within 500 thousand – 2 mil range, especially when you have scaling in mind.

Why? Well, just because your current audience liked a specific set of pages, it doesn’t mean the lookalike targets will be interested in purchasing your products or browsing your content.

Can I squeeze something more out of Lookalike audience?

Sure, you can.

A more advanced tactic is to add another layer of targeting. You will have to pair your lookalike audience with a fairly big interest such as social media.

1. Go back to your ‘Audiences’ Tab, click on ‘Create Audience’ and ‘Saved audience’

2. Choose your previously saved lookalike audience and add interests at the bottom

 

● Facebook search engine

It’s a simple, yet efficient and vastly underappreciated, tool that can be used to find new audiences and research different scaling opportunities.

Facebook Graph Search allows you to perform focused semantic searches.

In other words, by typing in a specific set of entries into Facebook’s search engine, you can reach people through a chain of ‘likes’, ‘fanpage visits’, etc.

Here are the most noteworthy lines that you might find useful:

– “pages liked by people who like [insert name of your page here]”

This entry allows you to view results of the liked pages that you might find interesting to base your research on.

You can quickly check what your audience (or your current customers) is after.

– “ posts liked by people who like [insert name of your page here]”

It’s the same here as with ‘pages liked’ but this time you are after specific Facebook posts (it also includes photo and status updates).

This entry might be a good indicator for some ‘hot topics’ that are relevant for your audience.

– “pages liked by [insert occupation here]”

It’s a great insight into interests of representatives of a particular profession.

Let’s say you are perfectly aware of that fact that your targeted demographic are personal fitness trainers, but you need to figure out what kind of content engages them most and what their general preferences are.

– pages liked by employees of [insert name of company here]

If you’re aware of your business position on the market, you might check what your competitors are focusing on.

And what’s a better way of doing it than checking up on their employees?

– [Insert type of business here ] in [insert location here] visited by people who like [insert page name here]

It is a more advanced type of entry that you might find useful when your campaigns are directed among people from a certain area.

– Fans of [insert page name here] over the age of [insert number here]

– Fans of [insert page name here] who live in [insert location here]

Setting your goal – how much can you afford to spend?

No tracking tool or targeting technique can guarantee safety and success of your scaling campaign if you lack one thing – a clear financial goal.

To cut a long story short, you need to know how much you can afford to spend to get a lead or a customer to your business.

The reason is pretty simple as well – you have to tell when you are overpaying for your campaign and make decisions based on the data you have collected so far.

Is the campaign you are running profitable?

Can you scale it off within your budget limits?

What is LTV, and why do you need it before you embark on your campaign?

Let’s start with an example:

You’re selling something $20, and it will cost you $50 to acquire a new customer. So, logically speaking, it’s absolutely not worth it, right? If you’re spending $50 on every new customer, and you can only make 20% out of it, it must be a waste of your time.

Well, not necessarily.

About LTV

LTV (lifetime value of a customer) is the total amount of money that you’ll be able to earn from a customer throughout their entire lifetime. Let’s say your average Joe spends $50 per year, money that lands directly in your pocket and keeps doing so for an average of two years. It means that the average customer LTV is $100

Conclusion: If a customer is worth $100 in LTV, it would be pretty short-sighted to spend $101 to squeeze someone through the marketing funnel. In the end, you would lose $1 for each retained customer.

Why is it so important to measure my LTV?

LTV remains head and shoulders above other metrics (including ROI) because it focuses on a long-term value instead of an occasional burst in higher income.

Thus, LTV flattens the ‘peaks’ in your financial spending balance.

Most of the profit comes from subsequent sales to the buyers acquired in the first sale.

Here’s a statistic to prove it:

– The possibility of selling to a new prospect is 5-20%, but the probability of selling to an existing customer is 60-70%

How do I calculate my LTV?

Calculating the lifetime value of your customer is far more complex than measuring your ROI and profitability. Check out the Kissmertrics infographic to learn how to do it.

How to scale and structure your campaign

So far we’ve equipped ourselves with proper tracking tools and set specific budget goals. We have also learned how to target new audiences.

It’s time to pump your numbers up…

…and dive a bit deeper into different scaling strategies and ways of structuring your campaign.

The following steps and ideas can be used pretty much right away and will definitely contribute to growing your sales and leads and increasing the client traction.

You don’t have to follow them in any particular order – if something works, it works, right?

 

Step 1. Duplicating the winning ads

The first step of successful scaling consists in duplicating the ad sets that are already producing results.

Depending on the objective that you established while creating your ads, it could be conversions, lead generation, reaching certain engagement thresholds, website clicks, etc.

Before you do anything else, make sure that each of your ad sets has only 1 ad.

Note: Many marketers make the mistake of simply raising the budget of the already converting ad. However, by doing this they end up with no data to compare their results with.

● Here you have 2 ads producing vastly different results. It’s pretty clear which one of those we want to grab.

To avoid messing up the future data, set the 2 nd add as inactive.

Now it’s time to use the selected add for new ad sets. Go to your ‘Ads manager’ and click on ‘Pages Posts’ under ‘Create and manage’ tab

Find the page post you want to use for advertising and copy its ID.

● Now create a new ad using the same ID in Power Editor.

Key point : While copying the same ad ID across different ad sets, you need to modify a few elements of the ad set (such as the age of target audience or an interest); so you won’t be bidding your content against each other needlessly inflating your CTA.

You can do that by altering the target audience for each ad set.

Edit the custom audience you are using for the specific ad set (you can find them in the ‘Audiences’ Tab in ‘Ads Manager’)

Go to the bottom of the ‘edit’ window and experiment by either narrowing or extending the existing interests for this specific audience.

Note: Try not to inflate the number of interests too high.

Click on the ‘Save as New’ and create a new audience.

Repeat the process for each ad set you copy your ID to.

Step 2. Modifying the budget

All right, you have your winning ad: let’s tweak the numbers a bit.

How do I know how much I can increase my budget?

Increase your budget by no more than 20 – 30% at once and leave it at that for 2-3 days in order to receive tangible results.

● You can increase your budget as many times as you want (as long as you’re still getting results and staying within your KPIs range). As a rule of thumb, you should safely spend $1 a day on every 1,000 people in the target audience you’re after.

● You need to scale systematically – higher budgets USUALLY mean higher CPAs, so watch your LTV limits to stay profitable.

Step 3: Extending your reach

After you’ve been running your ad sets for some time and the results have flooded in, it’s time to extend your reach and test your best performing piece.

For this purpose, we’ll go with Lookalike audiences.

(the process of extending the reach of your ads as well as Lookalike audiences has been already covered in the Targeting section of the guide)

  •  Create a new ‘Lookalike audience’ for the best performing ad. Go to ‘Audiences’ and click on ‘Create a new audience’.
  • In the pop window, set a % of the audience you would like to target with the new lookalike. You can then click on ‘Show advanced options’ and create more audiences for different % thresholds.

Key note: In all of the templates you create, you’ll want to exclude your buyers and/or subscribers so you’re not targeting the same people over and over.

  •  Save the audience(s) and apply them to your best performing ad set. Don’t change the budget yet; let it (them) run for another 5-7 days.

Remember that very small audiences tend to get exhausted pretty soon, which eliminates their ability to scale.

As a general rule of thumb, though, you shouldn’t extend the 5% threshold.

Tip: If you’re targeting more than 1 country, increase the audience threshold by 1% for every new country.

Step 4: Duplicating the campaign and changing your objectives

The last step revolves around duplicating your winning Lookalike campaign and creating a new one with totally different objectives

What if my already existing campaign is producing the results I’m satisfied with?

If you want to stay at the top, you need to keep expanding.

In this context, there is a notion of ‘ad fatigue’, which means that the more you spend on your campaign and extend your reach among current audiences, the more the frequency of your ads keeps growing.

As a general rule, if your frequency goes above 3, your CPA starts rising dramatically, and you need to replace your campaign (or change the creative elements of your ad).

  • To create a campaign with different objective, go to your ads manager, click on ‘Create ad’, and pick ‘Use existing campaign’

 

A window will pop up. Choose your winning campaign and click on ‘Save’

It will take you to the bottom of the page; but before you click on ‘continue’, choose a different objective than your original campaign.

Which objective should I choose?

There is no simple answer to this question because, at this point, it’s a wild guess.

Experiment and test, and it might well happen that you’ll strike a goldmine in no time.

Here’s a brief overview:

AWARENESS:

-Local awareness: used when you want to target people who are interested in your business

-Brand awareness: used in larger campaigns, when there is no specific action you want a user to take

-Reach: when you want to show your ad to the maximum number of people, controlling the regularity of seeing them due to the frequency capping controls

CONSIDERATION:

-Traffic : used when you want to redirect people from Facebook to your website and don’t expect them to take specific actions (such as purchasing or adding products to the cart)

-App Installs: used when you want people to install your app (a good way to kick-start your downloads)

-Engagement: used to get more people to see and engage with your content (post or page likes, event responses, etc.)

-Video views : resorted to when you have some video material to share

-Lead generation: employed when you want to collect information from people who are interested in your business, including sign-ups for newsletters and follow-up calls

CONVERSION:

-Conversions: use this objective when you want people to make specific actions on your website, Facebook or mobile app.

-Product catalogue sales: resort to this option to automatically show products from your product catalogue based on your target audience.

-Store visits: select this option to promote business locations to people who are around them (works best if you have multiple locations)

● At this point don’t modify the audience (unless you are planning on running 2 campaigns at the same time – if this is the case, you might have to alter the targeting so the campaigns are not competing with each other).

As for the budget, you can try lowering it from the previously successful campaign by 20-30% to test how it goes.

● Save the campaign.

Now you can run the campaign once more. Observe the results and, if you wish, keep scaling your content.

Are there any more tricks to scaling?

Truth be told, there is practically no limit to scaling. Here are some of the ideas for you to test:

  • Increase your CTR and reach by testing and changing the creative elements of your add: an image, a text, headlines, or a call to actions.
  • Facebook by default places your ads on Instagram, so you might check your profile there and see whether you can scale Instagram placement for your other campaigns. You can see the breakdown by placement and find results here:

 

A Glossary of basic terms:

Here’s a short list of some basic terms that have not been fully explained in the guide:

Scaling – a series of actions that leads to extending the reach of your ad campaign and increasing its budget without inflating CPA beyond your financial limits

CPA – “Cost per action”, an advertising and marketing pricing model in which the advertiser pays for specific client’s action (a click, email submission, etc.)

CTR – A ratio showing how often people who see your ad end up clicking on it.

ROI – “return of investment” – a measure of the profit earned from each investment.

AI – “audience insights” – an internal tool on Facebook that allows tracking and targeting demographic and statistical data within the platform

Flex targeting – a system within Audience insights and Lookalike audience tools that allows targeting numerous combined interests among your audiences

Ad set –a group of ads that share the same daily or lifetime budget, bid info, and targeting data

Power editor – a Facebook advertising tool that allows creating, editing, and publishing multiple ads at once

KPI – Key Performance indicator. A major metric in your funnel that you want to measure, for example, cost per lead or cost per sale. Based on these metrics, you judge the performance of your campaigns.

Summary

When it comes to Facebook ads, there is no such thing as a complete campaign.

Instead, there is always potential to reach a higher number of new customers and grow your business profitably.

It is what scaling does… …Growing your business.

Hopefully, this guide has helped you learn about the basics as well as more advanced scaling techniques.

What’s more, you have read about proper ad tracking tools and their possibilities as well as dived into some nuances of advanced targeting.

You have further learned how to set your financial goals and apply scaling techniques in real life.

Finally, you can now use this free guide any time to check on some of the tips stored and apply them to your own campaigns.

In case you have some specific challenge with scaling your Facebook ads, please comment below.