5 Methods to scale your Facebook advertising

 Harnessing the power of Facebook's ad platform can be tricky at times. Especially when it comes to scaling up your ad efforts. Just because you've had some success spending less doesn't mean you'll get the same results when you spend more money, even though that may seem obvious.

The Facebook algorithm is sensitive to changes and scaling must be done carefully and according to the best principles.

Increasing your efforts and investments in Facebook ads is an important step and no small decision for most business owners. Sure, there is a large audience to reach, but you also want your potential customers to be qualified for your product or service.

Let's go through some strategies that will push your Facebook marketing to a new level, take your business a step forward and achieve your goals the right way.

1. Increase your budget

 

You might be thinking, “Isn't that the whole point of scaling?” Item 1 is admittedly the most obvious on our list. Even so, you need to be careful and make clear decisions about how and when to invest more money in your advertising.

Don't blindly throw large sums of money into an ad and expect similar returns (even if the ad worked well in the past). Here's how it works - Facebook optimizes your ad sets over time, so the ads often work better over time. If you spend a lot of money in an ad too quickly, it can "confuse" the algorithm, which means that your return will drop sharply.

Depending on the size of the target audience , an ad that works well at lower spend may fail when you increase the amount. You need to be sure that the ad continues to generate a high return as you increase the amount you spend. To ensure this, you should increase your spending in a moderate manner, as too rapid an increase creates problems and wasted money.

In your Facebook Ads Manager , go to the ad set you want to change and click "edit". Click on "adjust the budget" and you will be able to increase it by a certain percentage. Generally speaking, you should not increase ad spend more than 20% per day.

The longer an ad has to find and engage with the target audience, the more performance will increase over time.

Once you've increased your investment, you should keep track of how your ads are performing. Even the best ads will stagnate over time.

An unwillingness to change will cost you money.

2. Use Facebook audience statistics

When you use the ad platform, you also have access to all data transmission. So take advantage of it. With the help of Facebook's audience statistics tool, you can expand your reach to an even larger group of potential customers.

How?

Click on “Audience Insights” in your ad manager and enter the custom audience information for the ad you want to scale.

Suppose your first ad was aimed at those who loved the outdoors. But through the targeting tool, the data showed that the same people also loved dogs.

Not only can you retarget the original group with their interest in dogs, you can also create content aimed directly at dog owners who are active nature lovers and discover pages that the target audience is likely to follow.

You can see this information under "page likes". This is a goldmine of information that will give you insights into a new audience, most likely to be interested in your ad.

3. Create Lookalike target groups

Another important factor in scaling up your Facebook ads is that the platform can do some of the work for you.

With the help of the Facebook pixel , you can track what a user does on your website after engaging with one of your ads. From there, Facebook automatically analyzes activity data and then creates a broader audience based on those actions.

For example, suppose that a large number of purchases made on your website are from university-educated users who live in Malmö. Facebook can use that data to create a similar, but much larger audience that you can then target ads to.

Under the "Target group" tab, click on "Create a custom target group". Start by selecting your strongest lookalike group, this could be from your customer list, app download list, website visits, etc.

Once you have uploaded the data, Facebook will match it with the corresponding profiles on Facebook.

4. Find an international target group

When you started your business you may not have planned to go international, but with the help of platforms like Facebook, the world is now your playing field. You should definitely benefit from it too.

The first step is to look for opportunities in countries that speak the same language. For example, you can expand your target group to other Scandinavian countries, such as Norway, Denmark and Finland (the Swedish-speaking parts).

All that is required is to translate your ad into the other languages.

Keep in mind that even though Facebook remains the same in other countries, users don't. There can be big differences between different countries, so before you grow beyond your own backyard, you should make sure to do a proper analysis and get to know the target audience first.

This tip applies not only to your ad content and the product or service you're selling, but also to spending and ROI. The cost of converting in one country may be unprofitable compared to another.

Regardless, few things are more exciting than realizing that your influence reaches far beyond your city or state.

5. Refresh the content

When scaling up your ads, it's important to avoid ad stagnation. If you start to see a high frequency result on your ads, it could be a sign that your audience is seeing the same ads too often and you need to update your ad sets.

Consider creating ad sets using a variety of approaches, such as videos and slideshows that create variety. You can change different parts of the ad such as the caption, the link or the ad material.

If you replace the ad, remember to stop the previous ad and if you want to test both ads, run them at the same time and compare the results accordingly.

It's also a good idea to use one ad when you first target a new audience, then use the second one when you retarget. This prevents your target group from seeing the same ad multiple times and prevents the ad from getting tired.

Taking the next step and scaling up your Facebook marketing certainly comes with some uncertainty. Adjustments may be necessary and there is a risk of spending the advertising budget incorrectly in the initial phase.

However, the benefits outweigh any risk. A larger target group means more commitment, more customers and more sales.

Remember to budget and increase your spend carefully, develop your audience across multiple channels and provide them with content that guarantees their engagement regardless of where they are in the buying process.

Scaling up your Facebook advertising services can mean great success for your business. Mapping the way there ensures a smooth ride later.