Facebook advertising is an amazing tool even small businesses with small budgets can make the most out of. And truth be told, the impact of any marketing campaign isn’t really linked to how big a budget is, but how wisely you spend that money.
And when it comes to running ads on social media, it’s all about scaling. But take note that you shouldn’t just give more money to Facebook hoping to get better results; scaling, like most other digital marketing efforts, needs to have a strategy behind it.
Here are 4 smart and creative ways you can scale your campaign!
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1. Make Small Budget Adjustments
If you’re still in the learning phase of Facebook advertising, then you are most likely very wary about how to spend money on ads. The good news is that Facebook advertising is these two things:
- Cheaper than other pay-per-click advertising services;
- Easy to modify or adjust even mid-campaign.
So, if you’re not yet sure how to budget your ads, or think your advertising skills need a bit of work, you can create multiple ads with smaller budgets at first, and watch how they perform. The ones that are bringing in the results can then be scaled, in which case you’ll add more money for even better results.
Scaling here is just a strategic way to make sure your money isn’t wasted, but you do have to pay attention to your ad results daily to see how the ads are delivering. If you’re only now giving Facebook ads a shot, it’s best not to make budget adjustments at the campaign level, or even ad set level. Go for specific ads at first, and monitor them closely to see if your extra investment paid off.
2. Spend More on More Responsive Audiences
Business owners like to think of their audience as this big, singular entity, but when you break it down, all audiences can be segmented. It’s really important you segment yours, to target a specific audience that will be interested in a specific ad. If you go right now to your Facebook audience insights, chances are high you’ll find a pretty diverse group of people there.
And it’s so important to segment them. Overall, they have the same, big interest: your brand. It’s why they gave you that like in the first place. But if you look closer, interests start to diverge, and you can spot some very profitable targeting segments.
Once you do that, you’ll begin to see that some segments are a lot more vivacious than others. When you do spot those, you can increase your spending on ads that have that target audience. It makes sense to spend more money targeting your most profitable customer segment because in a way you already know they have a genuine interest in your product and services.
3. Take Successful Ads and Show Them to Different Audiences
Maybe you have an ad, ad set, or campaign that was so compelling it got people to act. Regardless, it’s a good strategy to take some of your more successful campaigns. And to make sure you replicate success, you need to leverage one of the most profitable features Facebook advertising has to offer: lookalike audiences.
When you create a lookalike audience, you can choose a source Audience, which can be specific segments you’ve created or even audiences tracked with the Facebook pixel. Facebook will then identify common elements of the people in the audience, and deliver your ads or campaigns to other similar users. For a lookalike audience to work, you need a source audience with at least 1000 people, and no more than 50,000 people, as per Facebook requirements.
Another way to achieve this is to leverage the Custom Audience feature that allows you to bring your own data and upload it. So if, for example, you have a list of your most faithful, and engaging customers, you can use that list as your source audience, create lookalikes and tell Facebook to look for people similar to them. These customer lists need to have a little bit of data to work, such as email, phone number, and demographics.
4. Let Facebook Prevent You from Overspending
Scaling, especially if you do it by duplicating successful campaigns, is ultimately a risk – you are increasing your spending on something that has worked, but have no way to tell if it will continue to work and how long.
Let’s say you’re spending $50 per day for an ad that’s going great. You duplicate it and decide you should now spend $100 per day, thinking that in a day or so you may be looking at double the profit. However, if it doesn’t, you may end up paying more, for fewer results, which means your cost per lead increases significantly.
Because you don’t want to have any unpleasant surprises at the end of the month, you can go to your Ads Manager and set up Facebook automated rules to prevent overspending. You can tell Facebook to turn up the ads if the cost per lead is equal to a particular figure or restart the ad the next day if it is profitable. This way, even if the scaling doesn’t pay off, you can at least control how much you spend.
5. Use Retargeting Tactics
If you’ll be increasing your budget for any reason, let it be retargeting campaigns. The whole point of Facebook ads is to get new leads, but sometimes these leads don’t turn into conversion the way you’d want them.
Without retargeting, these leads would be lost, and you’ve effectively spent ad money with no results. However, retargeting let’s you reach those users who have already interacted with you, but did not finish that interaction.
For instance, if you’ve installed the Facebook pixel, you can then monitor the add to cart activity on your website that comes from Facebook users. If some users put products in their carts but don’t end up buying, you can then create ads that have as a target audience those specific users. The ad will remind them they have some items waiting, and you get a second chance to convert them.
Because with retargeting you can a better chance of converting leads, it’s a good idea to scale your campaign. These users know you, they’ve been on your site, seen your products, and hit the ‘add to cart’ button. It would be a waste not to get back in touch with them.
Ad scaling can be overwhelming for some people who are still in their learning phase when it comes to Facebook advertising. Experienced advertisers may not even flinch at the idea – if an ad works and bring the leads, of course, you scale those ads. Less experienced advertisers are a lot more careful with how they spend their budget. But with time and a bit of practice, these skills will develop greatly.
If time isn’t a luxury you can afford, we can help you out. Australian Internet Advertising is a leading Facebook marketing agency with strategists who know exactly how to create a lead-delivering ad, and when it’s time to scale them to increase the profit. Get in touch with us now and let’s grow your business!