Scale Facebook Ad Campaigns By 20%?

TL;DR

Scale Facebook ads by real numbers, not percentage.

Transcript

hi guys it's ben heath from lead guru and in this video i'm going to talk about scaling your facebook ad campaigns and the increments by which you should scale should it be 20 as it often talked about should it be a different amount should you scale in a different way altogether that's what i'm covering in this video so if you've got a facebook ad ... Read More

Key Insights

• Scaling Facebook ad campaigns by 20% is a common suggestion, but it may not be effective at all budget levels. Real number increments matter more than percentage increases.
• For smaller budgets, you can scale more aggressively, while for larger budgets, smaller increments are advisable to maintain performance.
• Using daily budgets over lifetime budgets is generally recommended for better control and optimization of Facebook ad campaigns.
• Campaign Budget Optimization (CBO) is a valuable tool for managing ad spend and should be utilized for effective scaling.
• After scaling, it's important to wait 7 to 10 days to assess the new performance level before making further changes.
• Frequent scaling, such as every day or two, can lead to campaigns being stuck in the learning phase, making it hard to evaluate performance.
• Cost per conversion is likely to increase as you scale because Facebook will target less optimal prospects as the budget grows.
• There is no one-size-fits-all approach to Facebook ad strategies; different products and services require tailored strategies for effective scaling.

Questions & Answers

Q: Why is the 20% scaling rule not always effective?

The 20% scaling rule is not always effective because it doesn't account for the actual budget increments needed at different budget levels. While a 20% increase might work for smaller budgets, it can be too aggressive for larger budgets, leading to performance drops. Instead, focusing on real number increments is more effective.

Q: What is the recommended waiting period after scaling a campaign?

After scaling a campaign, it is recommended to wait 7 to 10 days before assessing the performance and considering further changes. This waiting period allows the campaign to settle at the new budget level, go through the learning phase again, and provide accurate performance data for evaluation.

Q: Why should daily budgets be preferred over lifetime budgets?

Daily budgets should be preferred over lifetime budgets because they offer better control and flexibility in managing ad spend. With daily budgets, advertisers can make more precise adjustments based on daily performance, optimize campaigns more effectively, and respond to changes in audience behavior or market conditions promptly.

Q: What is Campaign Budget Optimization (CBO) and why is it recommended?

Campaign Budget Optimization (CBO) is a feature in Facebook advertising that allows advertisers to set a budget at the campaign level, letting Facebook automatically distribute the budget across ad sets to achieve the best results. CBO is recommended because it simplifies budget management, optimizes ad spend, and can lead to better overall campaign performance.

Q: How does scaling affect cost per conversion?

Scaling affects cost per conversion by increasing it as the campaign budget grows. This happens because Facebook initially targets the most optimal prospects, and as the budget increases, it has to target less optimal prospects. As a result, the cost per conversion goes up, which is a natural part of scaling.

Q: What is the impact of frequent scaling on campaign performance?

Frequent scaling, such as changing budgets every day or two, can negatively impact campaign performance by keeping it in the learning phase. This makes it difficult to evaluate results accurately and determine the effectiveness of scaling efforts. It is better to scale less frequently and allow time for the campaign to stabilize.

Q: Why is there no one-size-fits-all strategy for Facebook ads?

There is no one-size-fits-all strategy for Facebook ads because different products and services require tailored approaches to reach their specific target audiences and achieve desired results. Factors such as price, target demographics, and competition vary, necessitating customized strategies to optimize ad performance and achieve business goals.

Q: How can advertisers find the right Facebook ad strategy for their business?

Advertisers can find the right Facebook ad strategy for their business by evaluating their specific products or services, understanding their target audience, and experimenting with different approaches. Attending webinars, like the one mentioned in the video, can provide valuable insights into creating tailored strategies that align with business objectives and maximize ad performance.

Summary & Key Takeaways

• The video discusses the common advice of scaling Facebook ad campaigns by 20% and challenges its effectiveness, suggesting that the real number of budget increments is more important. For smaller budgets, more aggressive scaling is possible, while for larger budgets, smaller increments are recommended.

• It emphasizes the use of daily budgets over lifetime budgets and recommends Campaign Budget Optimization (CBO) for better management of ad spend. After scaling, waiting 7 to 10 days to assess performance is crucial to avoid keeping campaigns in the learning phase.

• The video also highlights the inevitability of increased cost per conversion as campaigns scale, due to targeting less optimal prospects. It stresses the need for tailored Facebook ad strategies based on specific products and services, rather than a one-size-fits-all approach.