Growth marketing relies on continual improvement and optimization across every channel. So when you start to see impressive success with a Facebook campaign, the next question is almost always the same: How can we scale this?
Scaling Facebook ad campaigns requires careful planning and execution to maintain effectiveness while avoiding waste. In this blog, we will explore the dos and don’ts of scaling your Facebook ad campaigns to ensure a successful and sustainable growth strategy.
Evaluate the Duration of Success
Is your reach steadily growing over time, or is your spike in performance tied to a limited-time sale, low inventory, or another seasonal moment? If so, speed becomes a bigger factor. If you are racing the clock on a viral moment or seasonal trend, don’t fear Facebook’s learning phase: throw gas on the fire to maximize your success.
However, monitor very closely to know when you need to start scaling down your spend. If your success is not tied to an immediate and finite event, you should heed the advice in the next tip…
Employ Gradual Scaling
In most scenarios outside of the phenomena listed above, you want to scale your Facebook campaigns gradually. Increasing a campaign budget by more than 20% every one to two days is likely to send your campaign back into the learning phase, where it will work less efficiently as the algorithms search for their marching orders.
To keep capitalizing on a successful campaign without accidentally stunting its growth, plan to scale it by no more than 15% every 2 days.
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Monitor Performance Impact Closely
As you scale, whether with gas on the fire or a slow and steady increase, monitoring the impact the new spend has on your performance should be a daily task. Facebook engagements do experience some latency, so it’s important to not base any decisions or adjustments on the previous day’s (incomplete) results. Evaluate based on a prior week’s or month’s data to identify when performance trends are being influenced by changes in spend.
Watch Your Frequency
As your budget grows, it’s very important to watch your frequency. Frequency is the amount of time people are seeing your ads within a given window of time. Even if you’ve got a great ad delivering to the right audience, oversaturation can cause some users to turn off and tune out.
In the extreme, a frequency of 30 impressions in a 7-day period for one user is quite high and is likely to result in people asking to hide your ads or writing negative comments, which will ultimately hurt your campaigns. When Facebook detects that users are not happy seeing your ads, they will “punish” you in your CPM (Cost per 1,000 impressions), making it more costly for you to deliver your ads. After all, Facebook wants users to spend time on their platform, so they don’t want to reward advertisers who are annoying their scrollers.
Experiment with Audiences and Creative
One way to address a higher frequency without lowering your scaling budget is to expand your audience. Test into new audiences to see if you can replicate your success with large audience windows. Scaling spend will also lead to creative fatiguing more quickly, as users will begin to be overexposed to existing imagery and videos. Prepare to increase your creative production as you scale spend to continue to showcase fresh ads to your audience.
Scaling Facebook campaigns is a crucial piece to growing revenue on the social platform. By adhering to the dos and don’ts outlined in this blog post, you can achieve successful and sustainable scaling of your Facebook ad campaigns. Want to partner with an agency with years of experience growing and scaling Facebook campaigns for e-commerce and digital health brands? Reach out to ADM today.
