Investing some cash on Facebook ads drives great results sooner or later but maintaining a healthy return on ad spend is a bit tricky job to do. Return on ad spend is known as Facebook ROAS. However, it is not the amount of investment but the results that drive the amount people spend. One must know the average ROAS to set a benchmark for themselves. If increasing an ad spend, one must also maintain a positive return. How to scale your Facebook ads in 2023 is research worthy question. To get the desired output you need a better understanding of the business and Facebook platform.
For scaling your Facebook ads and for positive returns, however, one must take care of various factors like marketing, industry, what strategies to opt for, etc. To be successful, one must understand the principles of the Facebook algorithm. It is necessary to know how Facebook ads work, how to set the proper budget, and what customers to target. The formula of ROAS is as follows.
Facebook ROAS = Ad revenue/Ad spend
The Importance of Scaling Your Facebook Ads
There are many things to consider while scaling your Facebook ads. One must prepare a strategy before scaling and should know about the learning phase, custom rule options, and budget optimization. If you want to scale up your Facebook ads then they must have a positive ROI. For instance, if the ads you scale up are unprofitable then you will face monetary loss and if you scale ads that have high ROI then your business revenue will grow eventually. To check your Facebook ad campaign, compare the cost-per-acquisition and average lifetime value of the users so it will tell you if your ad campaign is profitable or not.
Before scaling up Facebook ads, one must consider the following essential points.
- For one month, set a strategy for the Facebook ad campaign.
- Define properly the current ROI of the ads.
- Do you have the extra budget that you need to spend on your ad campaign if the answer is yes then you need to set a realistic budget.
- For the extra budget, you must have calculated the extra results that you might get from the ad campaign.
- It is better to add the extra budget gradually so that the Facebook algorithms work properly and the ROI won’t decrease.
- Facebook algorithms come with a learning phase that means you need to wait at least 48 hours while changing the ad campaign to see the real results.
Proven Tips to Scale Facebook Ads to Get a Positive Return on Ad Spend
If you work on the following tips provided then instead of dreaming, you can start gaining the growth and revenue targets and maintain a strong return on ad spend.
Define Goals using Facebook Objectives
Defining goals using Facebook objectives is the key to successful scaling and return on ad spend. It is necessary to know what you want, and what is your understanding of the objectives which you have set for the ad campaign. However, it might be a possibility that your goals change as time passes. First, you want customers to know about your business or brand, you find the right audience to cater to your business goals. Later, your priorities change in the sense that you want your customers to purchase your products or you want them to attend your events, etc. Therefore, to effectively scale your Facebook ads, align them with your business goals.
Facebook Audience Insights
Customer behavior and knowing them is one of the most important and crucial tasks. There is a tool Facebook Audience Insights that can help to know the customers well. You can monitor the demographics, location, page likes, and different activities of the target audience. However, by using this amazing tool, one can cater to a larger audience. You can tailor the customer-specific content and makes sure that the content the page provides is according to their needs and requirements.
Replicating Winning Ads
One can replicate winning Facebook ads but the target customers are different. The technique used for this purpose is known as Horizontal scaling. We can choose profitable ads, create a new set, and can also reuse them for the purpose we need. However, the target audience is different all the time. For this purpose, you should use two techniques. First test new and different ad concepts that are creative and deploy them. Secondly, if the first ad campaign and tactic work then the horizontal scaling method creates a new ad campaign by targeting another set of audiences.
Facebook Lookalike Audiences
Facebook creates a lookalike audience by finding them from different sources and they are a completely new audience. They are similar to the seed audience which Facebook has with them. You can create this by the demographics of customers or by different locations. A lookalike audience can also be created if there is a lot more data on the database so you can create an audience for specific segments. This tactic can lead to serious profits in the future. Facebook lookalike audiences work the following way.
- With a small bit of code, one can create Facebook Pixel.
- Specific events like sales, conversions, etc., are tracked by Pixels. When the event happens, Facebook places a cookie that is a small piece of code in the person’s browser who took the action.
- As that Pixel collects the data, Facebook then creates a lookalike audience.
- In this manner, Facebook targets those people in the audience who have already taken action.
- After finding the right audience, thus, Facebook scales its ads.
Ancillary Audience Facebook Ads Scaling
The ad scaling tactic of Facebook applies to the ancillary audience as well. The ancillary audience is the secondary audience whom you don’t target but who are interested in your product or service. They can positively expand the reach as well. For instance, you have decided to open a fitness studio and the target market are the people who will join your studio for exercise purpose. On the contrary, some people are interested in healthy diets and organic food as well as their physical fitness. Therefore, these people are an ancillary audience who care about their health as well as physical fitness and the core market is people who only join the studio for exercise.
Use Powerful Ads And Solve Audience Issues
Depending on the audience’s browsing activity, try to visualize powerful, smart, and attractive ads. Making sure the ad instead of continuing to focus on the product or service also solves the viewer’s pain points. Good ads are the one that comes with product, service, and solutions to customer problems. If the ad solves a customer problem there is a good chance that your ad will benefit you in the long run. In order to scale Facebook Ads, it must meet the intended audience and must make a connection with them.
Make Smaller and Incremental Changes
Scaling Facebook ads’ best strategy is to make smaller changes one at a time. For example, if you are planning to increase 50% then instead of that make a 20% increase and allow it 24 hours to happen. However, after that change analyze your data. Facebook algorithms work in this manner. Then check if the ad campaign will profit you in the long run and how the change affects the cost per lead and consider other factors also. Therefore, repeat the same incremental changes until achieved the level you desire. Try to run an optimized ad campaign.
Metrics to Measure Performance
When you scale Facebook ads then decide which key performance indicators (KPIs) to use. They will monitor the profitability of your ads. Keep track of the return on investment and cost per acquisition. ROI or return on ad spending measures gross revenue while cost per acquisition will define the success of your ads over time. Try to set an attainable goal to achieve success and one must gain profit beyond the initial sale.
For the successful scaling of Facebook ads, one must align the key performance indicators, target audience, and how to manage budgets so that Facebook algorithms work correctly. Scaling requires choosing objectives that are realistic and profitable in the long run. However, the cost will increase if you increase the budget but if you know how to control higher costs by scaling correctly then you can stay profitable.