Yea, a very tricky and confusing part when it comes to FB ads Scaling effectively doesn’t follow an easy-to-follow recipe. But if you’re someone who enjoys multivariate testing, monitoring campaigns closely, and moving potential customers along your sales funnel in creative ways, scaling will be very rewarding. Scaling techniques change frequently and with just a minor algorithmic shift, your ads can quickly turn to dust after performing perfectly the day before.
To scale successfully and sustainably, you can’t just increase your budget, leave it, and see amazing results. This method of scaling, also known as vertical scaling, depends entirely on the budget being the only lever you can pull for improved ROI.
Instead of using only one lever, I would prefer utilizing horizontal scaling. In this case, an advertiser spreads testing across multiple ad sets, audiences, and types of creative with the overall purpose of building a more stable account structure for long-term, scalable success. Example
Example#1: Scaling a Lookalike
Problem: You have an ad set targeting a lookalike of my previous customers that’s performing well with more than a 2X return on your ad spend (ROAS) and you want to grow it. What options do you have?
My Suggested Solution: Try launching ads to two new lookalike audiences based on Pixel data or events You can group them into one ad set or separate them, depending on the amount of audience overlap between them. Most of us test a 1% lookalike of previous customers as their first prospecting audience. This is a great start, but as a next step try building lookalike audiences from pixel events. Customer lists work well, but pixel events are dynamic, meaning the core audience updates in real time and the LLA regenerate every 3-7 days.
Ok Example#2: Set Up the Audiences
Say you must have made hundreds of tests, You surely will have a couple of favorite audiences to create lookalikes from are add to cart last 30 days and 2X page view last 30 day audiences. Here’s is what you do.
First, set up the add to cart audience pool for the last 30 days.
If you have a serious traffic volume, meaning at least 5,000 - 8000 uniques per month, I’ll also create a 2X add to cart audience, from which you can create a lookalike audience.
Then you can create a LLA for this audience.
Then you can now create a Page view audience.
2x Page View last 30-day audience is preferred because these people viewed at least two pages on your site in the last 30 days. They are more valuable than those who came to your site once and left.
By Now you’ve built these audiences and their lookalike counterparts, you can use them in either separate ad sets or group them together, depending on how they overlap with one another. You can uncover this information with the Audience Overlap tool.
Please remember that It’s important to keep in mind that you can only obtain good overlap information with an audience over 10k, so remember that fact when selecting audiences to compare. You can use Custom Audiences, Lookalike Audiences, and Saved Audiences. To check overlap. Head to your audiences:
Next, select two or more audiences to compare.
Then select “show audience overlap.”
Your overlap will be displayed. Like this
Most people and smart ones will always try to avoid any overlap north of 20-30%. By any chance the overlap is higher, you can group those audiences into an ad set to avoid bidding against yourself.
No one knows it all. Do you have other scaling methods that worked? Share in the comments!