Looking for techniques to scale your Facebook ad campaigns? Should you be increasing your Facebook budget or targeting more audiences?
In this article, you’ll discover vertical Facebook ad scaling and horizontal Facebook ad scaling methods that drive more leads and sales.
To learn how to scale your Facebook ads, read the article below for an easy-to-follow walkthrough or watch this video:
#1: Vertical Facebook Ad Scaling
Vertical ad scaling on Facebook is when you put small ad budgets across a lot of audiences. One of the benefits is that you’re less dependent on individual audiences. When you have a lot of audiences that are performing well, it’s not as problematic if one audience stops performing.
Of course, this means you’ll need to cultivate a larger library of audiences to target on Facebook. So you’ll have to put time and effort into making sure that you’re always developing your audiences and have enough that are performing well for you.
Additionally, you may need to rotate those audiences from time to time. Give them breaks for a few weeks at a time to make sure you have a good volume to work with.
When you’re developing your audiences, I recommend that you conduct four experiments to determine the right number for your Facebook ads account because every account seems to have its own magic number.
Start your budgets at $20, $40, $60, and $80 per day and see which one seems to get your ads performing well right from the start. Most likely, you’ll discover that your Facebook ad account works best when you start it at one of those four budget levels.
Social Media Marketing Society (Ongoing Online Training)
Want to gain marketing confidence and accelerate your career? Try the Society to discover new marketing ideas, improve your results, get support, and become indispensable. Join us for ongoing training, insight from pros, and a community of supportive marketers who understand you.
START YOUR TRIAL MEMBERSHIP
#2: Horizontal Facebook Ad Scaling
Now let’s talk about scaling your Facebook ads horizontally. When you scale horizontally, you’re working with far fewer audiences at a bigger budget.
This probably sounds good, right? Less work managing audiences and you’re letting the algorithm work in your favor. The reality is that this ad scaling method doesn’t work for every ad account. You’ll need to do a few experiments to see if this approach performs better and gets you a higher return on your ad spend.
If you want to experiment with the horizontal scaling methodology, here are a few tips.
First, most Facebook advertisers find that their audiences have a set point where an increased budget simply results in a higher cost per conversion. So you’ll want to experiment to see how high you can set your budget before it increases your cost per conversion.
My second tip for scaling horizontally is to try opening up your targeting. Instead of going narrow with a few different interests, be very broad and see what Facebook’s own algorithm and AI are able to do for you.
Put Google Analytics to Work for Your Business (Online Training)
Ever thought, "there's got to be a better way" when it comes to tracking your marketing activities? Are you forced to make decisions based on limited data? With the right training, you can use Google Analytics to measure all of your marketing efforts with certainty.
You’ll stop the leaks in your ad spending, justify your marketing spend, gain the confidence you need to make better marketing decisions, and know what’s working at every step of the customer journey. Let the world's leading analytics pro show you the way. Check out our new Google Analytics for Marketers course from your friends at Social Media Examiner.CLICK TO LEARN MORE: ANALYTICS TRAINING
When I’m developing Facebook audiences and scaling my ads, I always launch a dozen audiences at a time. You could launch 20 at a time, five at a time, or two at a time—whatever works for you. Just remember that most of these audiences will be duds and won’t work for you. In fact, I’m pleased if two or three work out. So look for the few audiences that are moving the needle for your business on Facebook.
Bonus: How to Set Your Starting Facebook Ad Budget
Now I want to share a ninja budgeting hack to tap into the power of the Facebook algorithm to help your ads succeed.
The Facebook algorithm works best when you have 50 conversions in a week. To keep the math simple, let’s say your cost is $5 per conversion. So if you multiply $5 per conversion by 50 conversions in 1 week, you get $250.
Now reverse-engineer the numbers to determine where you should set your starting Facebook ad budget.
In this case, you’d divide $250 by 7 days in the week, which comes to $36 per day. From here, you can experiment with setting your Facebook ad budget at $36 per day and see if that algorithm takes off for you and your ads perform even better.
Your Facebook ads are starting to perform and now you’re interested in scaling your campaigns. Should you go with vertical or horizontal scaling?
Vertical scaling is when you have small budgets across a lot of audiences so you’ll need to put a lot more time into developing audiences and may need to rotate them on occasion. With horizontal ad scaling, you have larger budgets across fewer audiences but this method doesn’t work for all advertisers.
To find out if horizontal or vertical scaling works for your business, you’ll need to perform a few experiments. I recommend conducting four experiments at different budgets if you’re scaling your ads vertically. With horizontal scaling, try opening up your targeting and see how high you can set your budget before your cost per conversion increases.
Keep in mind that when you’re scaling Facebook ads, it’s important to keep an eye on your metrics. Watch this video to discover three Facebook ad metrics you should be laser-focused on.
What do you think? Will you try these Facebook ad scaling methods with your own campaigns? Share your thoughts in the comments below.
More articles on Facebook ads:
- Discover how to scale Facebook ads by combining strategic bid capping with Facebook lookalike audiences.
- Learn how the learning phase of Facebook ads affects your ads’ visibility and find tools to improve ad performance.
- Explore some of the biggest mistakes marketers make when managing their ads on Facebook and how to correct them.