Facebook advertising campaigns are an effective way to grow your business. While it’s relatively easy to get started with social media advertising, scaling Facebook Ads raises some questions.
If you’re spending between $20 and $100 daily on various Facebook advertising campaigns and seeing a promising return on ad spend (ROAS), the next step is to effectively increase your budget and scale your ads.
Scaling Facebook Ads means increasing spend while maintaining a positive return – a challenge for any business, regardless of budget size.
To help you successfully transition from a daily budget of €50 to €500 and more, we’ve put together six strategies to help you scale Facebook Ads, including tips on how to select new audiences and increase conversions on your existing campaigns.
It’s easy to bounce back from a bad day when your daily Facebook advertising budget is just a few dollars. But staying positive when your ads aren’t converting and you’ve spent hundreds or thousands of dollars? That’s harder. Avoid stress while scaling by trying these tips.
Strategy 1: Choose new lookalike audiences
The first step in scaling your Facebook campaigns is to reassess the size of your audience.
A broader audience gives your Facebook pixel (now called meta pixel) more opportunities to find additional customers.
Lookalike audiences are one of two easy ways to acquire new customers with Facebook advertising. You can find this tool in the Facebook Ads Manager in your advertising account.
Most advertisers start with a 1% lookalike audience: people who are most similar to your current customers. You can scale your ads by expanding this range to 3% to 5%. A larger lookalike audience allows you to show more ads without overloading your audience.
If you don’t expand your audience and still increase your budget, spain email list it can lead to “audience fatigue” – a decline in ad performance that occurs when most people in your audience have already seen your ad.
Signs of audience fatigue include:
- High frequency rates (the number of times a person has seen your ad)
- Increased cost per thousand impressions (CPM)
- A general decline in performance
You can find the tool for creating lookalike audiences under “Audiences” in Facebook Ads Manager.
Depending on your location, a 3% to 5% lookalike audience can consist of 5 to 10 million people. Combined with your meta pixel data, use time-sensitive offers in your email campaigns this gives the Facebook algorithm a good chance of finding new potential customers.
The insights from the pixel help mitigate some of the risk that advertisers with very little data face when targeting larger audiences.
Strategy 2: Expand location targeting for your advertising campaigns
The second easy way to efficiently expand your audience is to identify secondary markets.
If you sell lightweight goods, colombia business directory use dropshipping , or have an international product and distribution system, targeting a global audience is an easy way to scale.
The U.S. has one of the largest populations of online shoppers, but there’s plenty of competition to reach them. Your ads may perform better in other countries with large English-speaking populations, like Canada, Europe, or South America.
To scale your Facebook campaigns internationally, think creatively about who you want to target. Even if you know your local audiences better than anyone else, don’t hesitate to test ads to global audiences you haven’t considered before. Spend time in your ad account to analyze patterns and discover new opportunities.
Create global lookalike audiences
Once your meta pixel has collected enough data about the customer profile in one country, it can use this information to find more customers abroad.
Creating a 1% lookalike audience that includes multiple countries outside of the US is a helpful way to increase your reach and benefit from lower CPMs in less competitive regions. Pixel data is your best resource for creating efficient and high-performing ad sets.
Tip: If you’re targeting an audience outside of your home market, make sure your language settings match the language of your ad and website to ensure your Facebook ad campaigns are shown to the right audience.