Step 8: Scale Up Your Ads To Reach Your Goals

If you have ad sets that are hitting success metrics, then you can start scaling if you have the budget for it.  
Here are a few core strategies you can use to scale things up. 

Scale your daily budgets by 20%.

You can scale your winning ad sets incrementally by slowly raising the budget 20% every 3-4 days. Here’s the process:

    Identify a winning ad set
    Bump the budget 20%
    Wait 3-4 days
    Observe if the adset is still within KPI
    If so, repeat steps 2-4
    If not, lower the budget back down to the amount it was before you bumped the budget
    Observe if the adset recovers within KPI
    If not, lower it back down again to previous amount before that
    If still not, cut the adset and relaunch a new adset from scratch with the original starting budget you set for it before pushing the budget or at the budget it was last profitable.

Duplicate the winning adset with micro-variations

You can scale your winning ad sets incrementally by slowly raising the budget 20% every 3-4 days. Here’s the process:

Text element

    Identify a winning adset
    Create a duplicate of the winning adset
    Make a micro change to the adset. You could:
    >> Change the age range by a small random number. (ie. +1, -3, +5, +7)
    >> Change the budget by $1 (or some small random number)
    >> Change the placement options
    Note: Changing the name of the adset does not count

Duplicate the winning ad set at higher budgets

    Identify a winning adset
    Create a duplicate of the winning ad set and raise the budget to whatever you like. You can choose the number arbitrarily, but if you need a starting point, start with raising it 30%-100%.

Scale to new interests

    Take your proven ads and test them against new interests, behaviors or core audiences

Create new Lookalike Audiences or higher percentage lookalike audiences

    Create new lookalike audiences based off of people who visited or engaged with your webinar funnel. Facebook can help you find MORE people like the people who signed up for your webinar, or viewed your sales page, or purchased
    If you discover a lookalike 1% audience that worked very well for you. Try expanding that audience by creating broader lookalike audiences (1-2%, 3-5%, 5-7%, 7-10%)

Test new copy with same winning audiences

    Different copy resonates with different people
    Testing new copy may help you hit different segments of the same audience that you couldn’t reach with your original angle

Action Steps

  • Scale up your winners using some of these scaling strategies

Up Next: Split Testing To Keep Campaigns Healthy

Proceed To Next STep

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