How To Scale Facebook Ad Campaigns
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- Опубліковано 27 лип 2024
- In this video I show you how to scale Facebook ad campaigns the right way.
Scaling Facebook ads is something all Facebook advertisers want to do. However, most people don't scale Facebook ad campaigns correctly.
Here I dispell a number of Facebook ads scaling myths...
And walk you step-by-step through my Facebook ads scaling strategy.
#scalefacebookads #facebookads
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CHAPTERS:
0:00 When To Scale Facebook Ads
1:18 Facebook Ad Scaling Mistakes
3:07 How To Scale Facebook Ad Campaigns
8:13 What To Do When You Have Scaling Problems
14:15 Facebook Ads Scaling & The Learning Phase
15:34 How To Adjust Facebook Ad Campaigns As You Scale
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It would be awesome to see a video where you show how you optimize a campaign like this in the various ways you suggest: increasing audience size, adding new creative, changing the copy / offers. I don't see a lot of people actually showing how to do this.. for example, if you're changing the creative, do you add a new ad set, or add a new ad within the existing ad set? Do you edit ads, or turn off the underperformers, and add new? How would you decide between adding new creative vs taking existing creative and testing it on new / bigger audiences within the same campaign? Would love to see you play out some of these scenarios!!
That would be amazing
Need this.
I've been searching this on UA-cam for a while I don't know why nobody talks about it and how are we supposed to figure this out lol
Hi air ben how can i change the budget daily? I will edit the campagin budget or i will create new campaign to change the budget? Thank you
Don’t try on existing ad because of learning phase ,every-time you want to change setting on your ad just duplicate and apply the new setting
Thanks! Your knowledge is priceless!
Thank you very much - that's much appreciated :)
Thank you Man ! A lot of value in a single video 💯
Thanks a lot :)
At last, someone talked about what i try to explain to people. Ceiling is subtle but it is there when running facebook ads.
The video I was waiting for!!!! Thank you ❤️
No problem 😊
Thanks Ben. Insightful video as always. Great editing by the team.
Thanks a lot - will pass on the message.
LOVED THIS VIDEO!, Thanks Ben🤣I have learnt AND laughed so much at the same time. Kudos to the editor!!!!! 👏🙌
Awesome, thanks a lot and I'll pass on the message :)
Ben, on-point as usual! Great stuff! Thnxs
Thanks a lot :)
Thanks Ben! This is exactly what I needed. 🙏
Happy to help!
Hello, thank you very much for addressing this important issue. I've been enjoying the AutoPilot feature ever since I discovered
WASK. Being able to schedule my ads automatically, such as stop/start or change budget, is a great advantage. Take a look!
Great video, thanks Ben!
Referring to the timeline in the video, would it be okay to start optimizing the campaign in week 2 by:
- Shutting off underperforming ads
- Introducing new ad sets by testing new target audience
Or would you recommend waiting until week 8? To introduce new creative and target audiences.
TRULY appreciate the knowledge.
Thank you! 😊
TYSM Ben, really needed to hear this, top notch advice as always!
Glad to hear it :)
Super helpful video, and the comments are just as good. Quick question - should you be decreasing your budget regularly if you see higher CPAs? So looking at it weekly, after you scale up do you do the same exercise to scale down and expect CPA to go down as well? Thanks!
Nice one you are getting good at editing your videos and adding all those memes in your videos keep up the good work
Glad you like them - it's my editor doing that :)
So far this is working great on my conversion ad. I’m about to scale for the 4th time right now.
I went from, $50 > $100> $200 > $300.
Average sales. $400> $700>$1000> ?.
Awesome, glad to hear it :)
Probably $1300
Your content is absolutely amazing!
Thank you very much :)
Trying this on a new campaign. Wish me luck!
Perfect, thanks!
Happy to help :)
Great video, really do love your content, it's fab. Question though... this video talks about weekly scaling... yep, makes sense... but your other video (this one that directed me here) talks about setting a rule to scale daily based on the KPI... so my question is... how do you choose which approach to go for? :)
Nice video. I am always in learning fase because I did aggressive scaling budget campaigns. I can achieve great results. Do not let the campaigns go into the learning phase is a fake 🤥
awesome! thank you bro
No problem!
I come from Brazil, thanks for the class🙏
Happy to help!
great value
Probably one of the most important video of recent years.
Fun fact my ad sets work so excellent when they are in learning phase the moment they are out of learning cost per purchase gets higher. Maybe it's just only with my ad account but it is what it is.
This is good stuff!
Thanks a lot :)
A really important question that I hope you answer.
What's the best and most common way of scaling an ABO or CBO campaign that does well at a lower spend (certain adsets are profitable).
If it's a CBO, that's insanely confusing to me, because I'm dealing on the campaign level and usually some adsets are not performing - so eventually I'll turn them off. In this case, should I just edit the campaign-level-budget after turning off the losers? Or I should keep it running (as long as it's still performing) and duplicate with the new budget? Of course, often campaigns stop performing and I genuinely don't know "when to kill an adset after getting a purchase"... run til BEP, give it a certain amount of days, etc.
Also if it's an ABO adset, should I just edit the budget and hit publish - benefiting from its optimization? Or duplicate? And again; if I duplicate and leave the original running, when to cut it off after getting the first sale? (In order to find consistency).
Thank you :)
Great video! This helped a lot.
I have a question regarding testing and Scaling on Meta:
How do you conduct scaling tests? Do you test directly within the scaling campaign or in a separate one? Do you add winning creatives from the testing campaigns directly into the ad set of the ongoing scaling campaign, or do you create a new ad set for the new winning creative?
We are encountering the issue where new creatives perform well in separate tests (with the existing creative serving as a control), but when we integrate them into the ad set of the scaling campaign, they don't receive any budget.
Thank you in advance for your insights and advice! :)
The BEST!
Great video 🙌
Thank you 🙌
Thanks 😊
Welcome 😊
very helpful
Glad to hear that
Very helpful video
Thanks bro
Thanks for watching :)
I am LOVING your content, extremely helpful. I am curious, how long will it take FB to lift my $50/day maximum spend?
Thanks a lot :)
That's not something I can accurately predict I'm afraid. Hopefully within a couple of weeks.
Thank you ben
You're welcome :)
Hi Ben, if you're running a big budget reach campaign, say for a brand that sells through third parties or supermarkets, so they're just looking for brand awareness and reach. Do you base your scaling sums like in this video on CPM/cost per 1k reach? or does the maths not work in the same for reach, where there's no conversion result?
Great video Ben, thanks!
Why do we take the cost per result as a reference and not the ROAS?
Each conversion does not have the same value, right?
Exactly what i was thinking the entire time. My life revolves around ROAS so it's a bit weird for me to think about CPR. I think you can do it by setting your acceptable ROAS, anything below you revert to your previous budget and go back to learning phase i guess?
Great video
Glad you enjoyed it :)
You don't know how much you benefit me, my all respects
Happy to help :)
@@BenHeath I'm watching your videos since almost two years, your name is lighting for every body I know, God bless you.
Regards from Jordan 👌
I targeted for cheapest leads… some of the cheapest I got were 2.45$/lead…. But the leads weren’t the best. I believe is due to location targeting. I’m shooting for services leads.
good one Ben
Thanks a lot :)
Love this Ben! if my digital product is 49 dollars and it's prerecorded so it's all profit from here minus the ad spend, how do I determine my Acceptable cost per result? Additionally, I set up my campaign as you suggested in another vid, with 4 ad sets and 4 creatives 2 image and 2 video and one video ate the budget and spent 49 with no conversion. It got tons of clicks and a low cpm but no purchase, would you turn that off? that was after 3 days so it's still learning. I had had conversions from others not getting the bulk of the spend. Sorry for the long question! looking to get to that 3k ad spend a month to work with you guys!!! BIG BIG FAN
Hi Ben, when your referring to duplicating adsets within the same campaign. Does it make sense to have a Warm - Retargeting Adset and a cold LLA adset within the same campaign targeting the same audiences? In my head that makes sense but I am now questioning it! Thank you!
If you start off with $100 and scale it up 20% every week. It will be $1540 by the 16th week.
Hey Ben thanks for giving the valuable info, I just have a question that If I want to test 'New Interests' and 'Fresh ad creatives' so I should create new AdSets and Ads within the existing campaign? or duplicate the existing adsets and then edit it?
Hi ben,, after you scale from 100 to 200, and then the cost per result exceeded your threshold.. how many days should you let it still? do you wait for 1 week? or you decrease the budget immediately? how many days should i observe?
Hi Ben. Love your videos. Is it possible if you could share the formulas you used for Cost Per Result & Results Per Week? I'm struggling to wrap my head around it. Thank you.
Pay attention to the formular bar
Good stuff, do you recommend adset budget optimization when scaling or CBO?
Usually use CBO - but that depends on campaign structure
Hi Ben, IIn the previous video on scaling facebook ads you said that increasing your budget in small steps is not as effective as increasing your budget by a large amount every week to give the learning phase enough time to make a significant change. But in this video, you do the opposite, increasing your budget a little bit by 3% every day? I am confused and confused about the nature of this problem! Thanks you
In one of your videos can you share a case study or show you in a ad account showing the optimisation and results please
I have an E-commerce Furniture store with 100 different products. Someone advised me to split my Catalog into different Product Sets and to optimize each product set to a specific audience. Is this a good idea? Or is it better to keep running 1 full product catalog and let Facebook to decide?
Hi Ben, I have been following your scaling method in this video. I am at a point where my cost per sale is where it needs to be I Can max increase this by £1. one of my ads within the adset is cheaper per add to cart and per conversion but its not getting enough budget compared to another add which also does very well but a little more expensive. is there a way to help with this or not really?
Whats the best way to cycle in new ads into a CBO? Say its already at $850 per day, you add a new ad in to see if you can get CPP down, won't it just continue to only allocate budget to the adsets that have been performing already? And barely spend in the new ad test?
Hi Ben, what should I do if I give the adset 1 week but still see no result, should I scale back to previous level or it is already ruined? I do extremely well at 50 usd/ day, get more than 50 conversions and passed learning phase, I double it to 100 usd/ day for 1 week and almost no result, the adset is in learning phase again @ben
This is great. Thanks for the awesome info 🙏What is the MAXIMUM you would START at? $100 a day or up to $500 a day? I find scaling a little bit week by week is too slow and the offer gets OLD before you can get it out.... Any help would be awesome. P.S - I would have loved to have worked with your agency but the 12 week minimum is just too much to commit to
Thanks a lot. We've started new campaigns on $10,000 per day. It really depends on the business, what that money means and what volume of results you expect.
In general I recommend starting with something that is comfortable for your business :)
Great video.
How would you calculate the ideal cost per result in an info-product space?
Thanks a lot.
That really depends what you are selling your products for.
Thanks for the video. How can u tell that the campaign is back to learning phase? I do not see any icon saying that. We see it just for the drop in results?
You'll see that at the ad set level :)
how do you go about inserting a new creative into an already active campaign? do you publish it (at midnight or is it indifferent?) and then once it passes the analysis phase do you deactivate an old one? thank you
No we will just add it in and set it live. We will pause the previous underperformers, but leave the best performing ones live :)
Hello, i have a question if you can help me out. I created a new ad account, ran a campaign for $50 budget. Facebook charged my credit card 3 times $10 each time. Then the ads stopped due to payment failure.
I checked the card and there is more than enough funds. Checked with my bank and no issues. I even tried purchasing online and worked fine. And I still can’t make the FB payment.
Hello Ben! what if you are into E-commerce but having varied products around same price range, Do you recommend same campaigns or how would someone test a new product(using similar targetting) keeping audience overlap in mind.
I like to use a separate campaign for each product range - not individual products. That way audience overlap between campaigns shouldn't be an issue.
Thanks so much for all the helpful videos - I have one question around the learning phase, if you have a higher priced product and only get sales conversions several times a week and hence feel like your eternally in the learning phase, is there anything you can do?
You are very welcome.
There isn't I'm afraid. At least nothing I would recommend you do. I would continue as you are and know that you can still get great results in the learning phase.
@@BenHeath Awesome thanks for the swift response and all the valuable info!
Hi Ben, are you able to review my campaign data please? If yes, how can I present the data to you? Thank you
Thanks Ben! When testing new creatives when we found the right budget do you suggest to duplicate the adset or the ad?
No I would add new creative into the existing ad sets and test alongside the previous best performers
@@BenHeath thanks Ben you’re the best creator regarding Facebook and thanks for always taking time to respond to our comments, you helped me a lot through the start of my working as a marketer cheers! 🙏🏼🙏🏼🙏🏼🙏🏼
I increased the budget from $40 to $100 it stopped getting sales I turned it off
So cliff notes: Vertically scale same campaign?
How many ad sets do I need to create in the container?
Thank you for the video. Explanatory. But i'll prefer the practicals that you show us a video of how to scale profitably on fb ads. Could you Pls, slow down a bit? You move too fast when you talk
Hi Ben, how would I work out the acceptable cost per conversion if I have a number of price plans on my SaaS? I have a plan that’s £15/month or £150/year, and other plans up to £97/month or £970/year.
Because it’s brand new, I have no data yet on the most popular plans! I predict the lower plan will be the most popular but I’m not sure if the monthly or yearly option will be preferred so struggling to work out acceptable cost.
Also, without this data, I have no idea on the life time value of the customer.
I will be running test ads at £25/day and testing a number of variables to see what works - perhaps I will make use of that if there are conversions?
Thanks for the great videos, too.
Hi Jack, in that sort of scenario you need to take your best guess and then adjust when the data starts to come in.
@@BenHeath Thanks Ben. Also, during the testing phase, would you recommend keeping the device as Desktop AND Mobile, even though I predict that conversions will be higher on Desktop? As a SaaS, it's generally easier to use on a desktop. Cheers
How you test new targeting options in that campaign? You just create a new adset inside the performing campaign?
Yes that's right :)
Hi there Ben! I run an auto detailing business. In your expertise, would you recommend for me to run lead generation ads or messenger ads to run for my business?
I'd test both :)
Great video Ben, did a call with Tim the other day :)
Can I take my existing ad’s and run these tests on them starting with a small budget and making the changes as the weeks go by as explained in his video or will there be a negative effect on my Facebook ad’s or the way Facebook sees them as I am now going from a “high” budget and then starting very low again?
So in summary, can I take my existing ad’s and start with a budget very low to find out what the correct budget will be?
Would appreciate your help.
Nice :)
No I wouldn't see that as a problem.
@@BenHeath Thanks, in order for me to scale from my current budget and local currency and to keep big scaling ratios instead of a more frequent increases at a lower budget, I have to start at the lowest recommendation for a budget that Facebook allows. Can this have a negative impact?
No I don't think that's an issue.
Ben, what if the acceptable cost per result is at about 10-20 euros/dollars ( in order to make the campaign profitable ) because of the ( relatively low ) price of the product? And at the same you only have low budget to work with, like, 5-10 euros per day?
Hi Bill, the same logic applies in that scenario, you just have a harder job on your hands. Also, I would recommend trying to increase your acceptable cost per result - recurring revenue, upsells, etc. can help you do that.
What do you recommend vertical scaling or horizontally?
This video talks about a vertical scaling approach
If you're breaking even (or pretty close to it), should you still increase the budget or ONLY when it's absolutely profitable.
He tells you what to do in the video
When I start my ad the cost is too high. Like if my product is for $100, the cost of purchase is $150-$200 ... How to do do scaling in this case?
Hi Ben.
How can i get this spreadsheet ?
When you say that we can duplicate for example an abo but without having identical campaigns you mean that we shouldn't have the same campaign with same interest duplicated? Or if we change the creatives it's okay to do so?
Another question: If I duplicate a campaign that is performing well, but instead of selecting the USA I choose the UK, can they still overlap?
Am I supposed to increase the original campaign budget every week or is it the CBO/ABO duplicate campaign? Thats where Im confused
Increase budget in the original :)
@@BenHeath Thanks for answering Ben, so in other words let's say I start with ABO and scale with a CBO duplicate, should I increase the spending on both the ABO test or only the CBO?
Love your videos btw!
Thanks, Ben, but what if we "edit" the campaign to increase the budget, will it stop the learning ability of the campaign.
No that's fine. You campaign may re-enter the learning phase but that's ok.
How long should you run ads for before you kill it? At what stage would you think its time to let go?
in week 9 you said that you changed targeting, does this mean that you happen to change interests in an active campaign? for example adding an interest? can you explain more? thank you
No I wouldn't change an existing ad set. Instead, I would create a new ad set with different targeting options to test against the previous best performers
@@BenHeath understood and after finding a new profitable interest for example you go and put it in the main adset?
@@pericoloso97 good question
I would like to know how to test creatives so we dont kill the campaign.
How often and how many ads can you turn off and just put in new without messing up the algorithm.
Because everytime i kill 2 ads and put 2 new in the campaign, it often dies or dont give any spend to the new ads
Test in a new campaign and then put it in the other campaign when you find a winner. You’re not killing the other adsets by creating a new one, they’re dying out biggest it isn’t a winner
If we are re-entering the learning phase with each change,, why not test with a new ad set instead of making so many changes to a single ad set? Don't we risk that the ad set gets messed up with so many changes when it was already generating results?
@BenHealth ☻ amazing stuff! So you very much believe in introducing new ads in EXISTING campaigns rather separating by DUPLICATING campaign and running it with old and new ad? thanks!
Yes that's right :)
@@BenHeath you the man! i've heard arguments for both ways! you don't even duplicate ad set when putting in new ads? just keep the same ad set and all?
When you do some changes, you do it on the same adset? Like change the creatives inside it, targeting or you start with a new one totally, also do you use duplication??
I will create new ads within an existing ad set. I won't change an ad set itself though (targeting, etc.) for that I would create a new ad set.
@@BenHeath When will you close the original ads? Sometimes even if the frequency is high the ad will still be doing well. Thank you for replying.
Hi, hopefully you can help with a quick question? I'd been running an ad set at £20 per day for about 7-10 days when it started to be profitable (about £10-20 per day) so decided to scale. I was advised to duplicate the ad set but couldn't afford to run 2 ad sets at the same time so followed your advice and doubled the budget to £40 per day. The results tanked but I thought I'd leave it for 7-10 days again to see if it would work out the same as at £20 per day. It's been going for about 10 days now with still poor results. Would you recommend keeping at £40 per day for a bit longer or going back to £20, or something else? At £20 per day it started to become profitable when it went into learning limited, and it's just gone into limited again at £40 per day. Not sure if that was just a coincidence though. Thanks for any help you can give
Others recommend scaling more conservatively. 10-20% of budget once a week.
@@blairdenholm4167 Hey, yeah I hear that a lot, but in this video it seems to suggest that's not such a good idea so I just didn't know what to do. Thanks for the reply
@@notme5744 There's so much conflicting info from all the gurus and experts that it's impossible to know what's right until you've burned all your cash 😆
@@blairdenholm4167 Haha I can't disagree with that :D I hope I get it figured out before it's all gone. What method do you usually use?
@@notme5744 I'm talking to a FB rep tomorrow to try and figure out what to do. I don't have a proper planned approach and it's something I need to do. Something tells me Ben's scaling approach is probably on the money.
Hey Ben! I got three countries to target shall I add them in the same ad set or I should target each in separate ad sets?
You can go either way but I would usually separate them out.
@@BenHeath hi ben even with the top 5 countries ,? in your videos i have always seen you group them , any chance you could do a video of targeting multiple counties regions with a campaign set up :)
Am I still has to duplicate to increase budget or I can just increase budget on a current campaign?
No you can do so in the existing campaign
What ad frequency number signifies ad fatigue? Hoping for your response.
2.5 in cold audiences - can vary enormously though
Im assuming this is after you have done the 3 month testing phase to find the winning ad copy, creative, etc?
We would normally either by testing or scaling, not both. Testing phase doesn't need to be 3 months, we don't approach things that rigidly.
Would it be okay to monitor ROAS per week instead of the cost per result?
Yeah sure - and if you have a variable AOV, I would recommend it :)
Is it fair to say that scaling budgets only applies to lead/conversion/sales campaigns?
You can scale other campaigns as well, but most people will be scaling those you mentioned.
💣
Thanks a lot :)
thanks , so no need to duplicate the campaign? just increase budget weekly?
Yes
Yep - but only increase weekly if your results permit.
Do you make these budget increases on adset level or campaign level?
It depends where you set your budget. We usually use CBO so will do so at the campaign level
Done
Nice
Hey Ben, question on scaling. I have been scaling for the past 13 weeks with a very low budget, actually at the minimum budget allowed by Facebook. I have been running ads for over a year now but only started scaling recently so the past ad campaigns are sort of established or at least somewhat with Meta.
Results are very up and down and I find myself in the same situation every time where I scale up and down and the results just don't stabilize. The results and CPR are so radical, sometimes resulting in no sales for a while where I then start right from the bottom again because I have to down scale.
Not to sure if this is just how scaling is suppose to be and if I am perhaps looking for a stable budget but not finding it. Are there any alternative to this, perhaps scaling in 2 week increments? Would appreciate any help :)
Great question and a lot of people experience what you have described. I would extend testing timeframes, you need to achieve more stability and the best way to do that is to not change things as often. 2 weeks testing windows or longer is what I would move towards.
@@BenHeath thanks so much, appreciated 🙏
Say i have an ad running at $50 per day and it’s performing well at the low budget. Is it better for me to just increase the budget on that same ad OR should I duplicate the ad and increase the budget on the new ad? Meta’s “experts” told me to duplicate winning ads and increase budget.
I would certainly increase using the same campaign. I have tested this tons and am very confident with that option.
in this video are you talking about scaling with CBO or ABO ?
You can use this approach with either. Most of the time I will use CBO