6 Most Important Steps for Scaling Your Facebook Ads

 

Ad scaling is an important part of a digital business. When we start selling a product via Meta marketing, we need to run paid ads on Meta. But we have to know how much we spend on our ad campaigns and when we can increase our budget.

Ad scaling is essentially when we want more sales and are ready to spend more money. If we make any mistakes in preparation for scaling, we risk facing a significant loss.

 

So, in this blog post, I’ll share 5 advanced metrics based on my previous experience.

 

1. Audience Setup

 

When you start running ads on Facebook, you need to connect your pixel with your website before running ads. It’s important to connect your site because, when it’s connected, Facebook can track your customer behavior.

For example, Facebook can track who viewed your item, who added your item to their cart, who initiated a purchase, and who bought your products. When you send all of this customer activity to your Facebook pixel, you can keep them in separate groups.

 

We can set up 3 types of audiences:

• Saved Audience
• Custom Audience
• Look-alike Audience

Saved Audience

 

When you start ads on any product, first you use your understanding of customer psychology. You create different strategies at the beginning and save them with the name of your manual audience set. Run ads and see which one performs better. However, this alone is not enough to scale your ads—you need something more advanced.

 

Custom Audience

 

When you run ads with your ideal customer, you gather enough data to create a custom audience.
Retarget those who have already shown an interest in your items with custom audiences. You can create an audience from your website, customers’ phone numbers, and Meta sources.

When you set a custom audience, your customers will be people who are already engaged with your products or services. As a result, you’ll get more conversions for a lower cost.

 

Look-alike Audience

 

This is the most important part of ad scaling because you need more people who resemble your actual customers. The first time you run ads, you gather some data. Then, you create a custom audience set from customers who completed orders in the last 30–50 days and use this custom audience to create a 1–3% look-alike audience.

This way, you attract a lot of customers who are more likely to purchase your products or services. You should use these highly interested people in your ad scaling campaigns.

 

2. Facebook Algorithm

 

Meta frequently changes its algorithm. One day, we may see huge sales from our ads, but soon after, Facebook realizes that some people are exploiting the system and changes the algorithm. These days, experts are quick to figure out which strategy works and share it on YouTube, and soon millions of advertisers are applying the same approach.

As a result, Meta continually updates its algorithms.

 

3. Ad Account Testing

 

Meta now provides results based on ad account performance. Some ad accounts perform exceptionally well with a certain strategy, while the same strategy may not work for other accounts. Therefore, you must test your ad account by running ads. No one can tell you which strategy will work for your account or business—you have to test it before scaling. Otherwise, you risk losing a significant amount of money.

 

4. Find the Right Product Before Scaling

 

This is the most important part of a business. Having a successful product is half the battle. If you choose the wrong product, your business will likely fail. There are many ways to find a winning product, but no one can guarantee 100% success.

 

First, use your judgment to determine if the product actually solves a problem. If you’re in dropshipping or selling non-brandable products, you need to focus on problem-solving items. Conduct research and choose a product.

 

Then, run a test campaign on Facebook and observe its performance. If you see a 10% return on your spending, that’s an excellent result.

 

5. Find the Right Audience

 

When you’re ready to run your ads, you need to research and identify your customers. What age group is most likely to buy your product? What gender? If your product is expensive, which demographic fits your pricing? From the beginning, you should test your ideal customer with separate ad sets.

Once you have data, analyze it to find your target audience. Make sure your target audience is large enough for scaling.

 

6. Set the Best Pricing for Your Products

 

Pricing is another critical factor for your business. When you scale your ads, your cost per purchase may increase.

So, test your pricing. Set a price, and if you see that people like it and you’re getting a healthy number of purchases, you can gradually increase the price and see what happens. If it continues to go well, raise the price further.

Over time, you’ll understand the best price for your product.

It’s essential to test your selling price because you can’t adjust the price upward while scaling.