How to scale a Facebook ad campaign?

18 replies
  • PPC/SEM
  • |
I have a Facebook ad campaign that's retargeting people who have visited my store.

It currently has a cost of $8.08 per conversion, for a product that I sell for $87. While I've made over 150 sales this year, only 8 of the sales have been attributed to this Facebook ad campaign.

Though I've set the campaign's budget to $100 daily, it only spends a few dollars per day, if that (yesterday it only spent 71 cents).

The campaign clearly works. How can I scale it and get Facebook to show the ad more frequently?
#campaign #facebook #scale
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  • Profile picture of the author GrantLG
    In my past experience, I have found the best way to get more exposure to a certain campaign (of course once its profitable as you mentioned) is to simply increase your daily spending budget on Facebook.

    If you have not exhausted your target audience yet (meaning you have a small audience who has already seen your same ad over and over and will just begin to ignore it) and still have room in the audience to rea
    ch, by increasing your daily budget it will allow Facebook to reach more of your targeted audience.
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  • Profile picture of the author AmitVermaSPS
    Refine your targeting - As you increase your budget, you can run into targeting issues like audience overlap and saturating your existing audiences.
    -Use lookalike audiences to extend success
    -Increase delivery flexibility
    -Longer conversion windows - use at least a 7-day window. This can get Facebook more conversion data to work with, which can help improve performance and keep costs on target.

    Here are some examples of variables you could test:
    -Static images vs. video (or other variations in your creative)
    -Lookalike audiences based on your customer list vs. lookalike audiences based on traffic to your website
    -Different conversion windows (e.g. 7 day click vs. 7 day click or 1 day view)
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    • Profile picture of the author McCloud94
      Originally Posted by AmitVermaSPS View Post

      -Increase delivery flexibility
      what exactly do you mean by this ?


      Originally Posted by GrantDSC View Post

      A bonus tip especially when using conversion campaigns is to use very aggressive manually bidding. Set a bid cap that is 5X to 10X your CPA. What this will do is put your ad higher up the newsfeed and your ads will be shown to the segment in your audience who are most likely to convert.
      Grant
      When manually bidding with such high prices, does fb actually spend that amount ?

      Originally Posted by GrantDSC View Post

      Also def utilise retargeting to the max. Up to 50% to 80% of your sales will happen with your retargeting campaigns especially after the 5th touch point.
      Grant
      when you mention the 5th touch point... would you just use one ad (one creative) with a frequency cap 5 ?
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  • Profile picture of the author stephenchong
    The Purpose of running advertisement is Conversions. As you have mentioned that you are getting leads but your campaign is not reaching your daily Limits. so the reason for this might be that you have selected a specific set of audience which is a niche market. so you need to increase the delivery rate by increasing the Daily spending.
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  • Profile picture of the author GrantDSC
    There are a number of ways that you can scale your Facebook Ad campaign.

    In terms of budget increases, gradually increase the budgets of the winning ad sets by 20% to 30% every day.

    If you want to scale faster, duplicate the winning ad set on a higher budget to see how it performs.

    Also, find new audiences that will convert and start using lookalikes.

    Also def utilise retargeting to the max. Up to 50% to 80% of your sales will happen with your retargeting campaigns especially after the 5th touch point.

    A bonus tip especially when using conversion campaigns is to use very aggressive manually bidding. Set a bid cap that is 5X to 10X your CPA. What this will do is put your ad higher up the newsfeed and your ads will be shown to the segment in your audience who are most likely to convert.

    Hope this helps!

    Grant
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  • Profile picture of the author Carrrr
    Try to get your hands on a relevant lists - ask your AM or buy one if you have to - then build lookalikes with those list.


    That's how you scale an fb campaign really...
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  • Profile picture of the author rotansharma2
    Facebook now makes $2 billion in revenue every quarter, and $1.8 billion of that comes from paid advertising. Yet remarkably little is known about who Facebook's biggest advertisers are.
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  • Profile picture of the author dburk
    Originally Posted by dylanerichards View Post

    Though I've set the campaign's budget to $100 daily, it only spends a few dollars per day, if that (yesterday it only spent 71 cents).

    The campaign clearly works. How can I scale it and get Facebook to show the ad more frequently?
    Hi dylanerichards,

    Simply put, you cannot scale up a Remarketing campaign.

    By design, Remarketing campaigns are restricted to an audience of recent website visitors. You are specifically targeting a handful of recent visitors that happen to be on Facebook at the moment your ad is running. That can be a very small audience, and that is what is restricting your ad spend budget for this particular campaign.

    You are exclusively targeting the very bottom of the marketing funnel with a Remarketing campaign and you simply cannot, nor should you try to, scale the bottom of your marketing funnel when it's not budget restricted and ROI is good. Instead focus on scaling the top, and middle funnel campaigns.

    From your post it wasn't clear what, if anything, you were doing to drive "first time" visitors to your website. That is where your focus should be to really scale your overall marketing efforts. The more visitors to your website the bigger your remarketing audience will become.

    An excellent way to attract new targeted users to your website in Facebook ads is to upload a custom audience list of your current customers. Then create a campaign (conversion objective) to target a Lookalike audience of your existing customer list. This can be very effective at expanding your market reach.

    The bigger your top of funnel marketing the greater your middle and bottom funnel campaigns will perform. Provided, of course, that you target the right audience.

    HTH,

    Don Burk
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  • Profile picture of the author salmanrocks
    Once you see profitable sales 1-2 days.
    Then it is the best time for you to scale.
    There are two scaling techniques that you can use in this .
    Duplicating:
    $5, $25, $50, $100, $200 and goes all the way.
    Duplicate it after 48 hours so that the Ad set optimize well.

    Increasing budget:
    If you see duplication is not working then. Edit and increase the same Ad set budget.
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  • Profile picture of the author paidant
    The simplest reason is your targeting. It isn't wide enough. Just avoid being too picky about your audience. If you have to be really strict about it, you can at least change one of the targeting elements to see the change happening.

    I can elaborate more on this. If you want me to.
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  • Profile picture of the author WoodsPainting
    Most businesses create small-scale Facebook Ad campaigns to test their results before making a large investment. You should always understand the behavior of a campaign before throwing a ton of money behind it.

    Also, you should learn how to measure the success of your campaigns, for instance by learning how to measure conversions with a Facebook Pixel, and therefore the ROI of your investment. This will give you an idea on what's working and what's not.

    These are important considerations when scaling Facebook Ad campaigns because they will be the determining factors in the budget you assign to your goal and the way you approach your scaling.

    How many new customers do you want?
    What is your customer's lifetime value?
    How much are you willing to spend to convert each customer?
    How much will you need to spend to convert that many customers?
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  • Profile picture of the author divyakochar
    Hi dylanerichards,

    Simply figure-out your genuine audience by selecting the option of demographic, interest, category, industry & Schedule time. If your ad covers all these points perfectly. Then you will get results definitely.

    Thanks
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  • Profile picture of the author dburk
    Originally Posted by salmanrocks View Post

    Once you see profitable sales 1-2 days.
    Then it is the best time for you to scale.
    There are two scaling techniques that you can use in this .
    Duplicating:
    $5, $25, $50, $100, $200 and goes all the way.
    Duplicate it after 48 hours so that the Ad set optimize well.

    Increasing budget:
    If you see duplication is not working then. Edit and increase the same Ad set budget.
    Originally Posted by paidant View Post

    The simplest reason is your targeting. It isn't wide enough. Just avoid being too picky about your audience. If you have to be really strict about it, you can at least change one of the targeting elements to see the change happening.

    I can elaborate more on this. If you want me to.
    Originally Posted by divyakochar View Post

    Hi dylanerichards,

    Simply figure-out your genuine audience by selecting the option of demographic, interest, category, industry & Schedule time. If your ad covers all these points perfectly. Then you will get results definitely.

    Thanks
    You guys obviously didn't read the OP's post. He asked how to scale a "remarketing" campaign and none of your answers were relevant to his specific question. You guys are posting like spambots.

    Stop.
    Read.
    Comprehend.
    Then reply.

    Otherwise, you are just polluting this forum with irrelevant noise.

    My hope for a revival of a once vibrant forum can never happen as long as nonsense like you guys are posting is tolerated. This is not a blog where you post random articles or comments, it a forum where we discuss specific ideas and give specific advice. Please shape up, or go away. That is meant in the most sincere possible way.

    Don Burk
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  • Profile picture of the author mario124
    you can increase the budget of the winning ad sets, use lookalike audiences, and refine your targeting
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  • Profile picture of the author salmanrocks
    According to my experience, there are only 2 techniques of scaling an Ad set.

    1- Duplicating if an Ad set is performing good.
    2- Increase the budget.

    Don't go straight for increasing the budget of an Ad set.
    Better is to test the duplication thing. The reason why I am asking this. When you increase the Ad set budget there are chances that if this will not scale you are going to lose your present sales.

    If you try duplicating your Ad set and you haven't find it fruitful for you. Then in this case you don't have other option other than increasing you budget.

    Plus, this is not all about scaling your Ads. You can also scale your products like by doing upsells or by promoting bunch of offers.
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  • Profile picture of the author pramodtapu
    Scaling Facebook Ads is one of the biggest challenges especially for new Facebook Advertisers.If you want to scale faster,duplicate the winning ad set on a higher budget to see how it performs.also find new audience that will convert and start using look A likes.A bonus tip especially when using conversion campaigns is to use very aggressive manually bidding.Set a bid cap that is 5x to 10 x your CPA and try to get hands on a relevant list.ask your AM or buy one if you have to then build look a likes with those lists.
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  • Profile picture of the author 17
    Hey man, if the budget is 100$ daily but it's spending 1$, something is wrong with your campaign.

    To me the most obvious answer is simply that you don't have enough conversion for the pixel to use the data so facebook is stalling...

    Maybe remove the conversion goal. Just target those people with a goal of reach
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  • Profile picture of the author taylorJackson
    In my opinion! There are 3 techniques of scaling a Facebook Ad set.
    Increase & adjust your Budget
    Expand your target audience insights and use lookalike audiences
    Analysis without the paralysis
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