Ultimate Guide on Scaling Facebook Ad Campaigns

 

 

Table of contents:

 

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.

Instantly Download PDF Version of This Guide

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.