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Budget Bumping Strategy for Larger Spend Accounts (8)

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Hey guys,

I've looked around a lot but I don't feel like there is really great discussion anywhere about best practices when it comes to raising budgets. I'm talking about spending on relatively large accounts here and the process of building an account from $500 to $4k or so in spend (assuming you have a large enough demo to support that much of course).

The way I see it there are kind of two schools of thought in frequency of budget increases:

1. Increase the budget every day
2. Increase the budget every 2-3 or more days

And two schools of thought in the magnitude of increases:

1. Increase the budget very quickly up to your desired spend (ie: 500-$1500 in a single shot)
2. Increase the budget very gradually, ie maybe 20% per pop


Regarding a high frequency of increases with large magnitudes at a time, people have argued to me that although you see spikes in cost and drops in ROI initially, these costs eventually come down and then you can allow the ad to just sit there without touching it. They argue that pretty much every time you nudge the budget upwards, you see a spike in costs so it's better to just swallow your medicine and get it all out of the way at once.

Regarding a lower frequency of increases and smaller magnitudes, people argue that if you wait long enough between increases and make smaller nudges upwards, you can scale your ad without seeing any real disruptions to your costs (although you will clearly spend less money in the span of a few weeks than with the other method)

Personally, I tend to scale very quickly up to $700 or so and then things get a little fuzzy for me. I have seen mixed results with rapid increase up to $2k-$4k as well as more gradual scaling.


What are people's thoughts on this? How frequently are you adjusting your budgets? How big are you increasing things at a time? (again, assuming large enough demo sizes and good returns)

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I find duplicating the same campaign several times pretty effective for scaling up. However I heard from somewhere that Facebook doesn't like duplicated campaigns. Can anyone confirm this?

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Everytime I increase daily budget, my ROI drops significantly (tried both variants, with little everyday increase and big increases fast). Now I increase daily budget x2, when I see green roi above 50% (roi drops to 10% or less). Some campaigns, when you do not touch them for a while - see a cost drop (cpc) and better ROI in a long run. So, now I see that if something works, its better not to touch it much. But yeah, if the campaign's daily budget is $100, you cant not to touch it, lol, you gotta scale and feel pain.

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A lot of this can be down to when you adjust your budget. You need to adjust it at midnight local time (the time zone your account is in).

Let's just say your budget is $1000 a day and you increase it to $2000 a day at 8pm, FB is going to try and spend that extra grand as well before the end of the day. This in turn I find, gives you an influx of shitty traffic but then it tends to stabilize the next day.

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not true? if you set 1000$ at 8pm Facebook WONT spend all that money until midnight. They will have a "daily spent left" and this is only a small percentage of the daily budget (depends on how late it is)

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Unless I'm mistaken, that's only for new ads. For existing campaigns, if you increase the budget during the day, it will absolutely try to catch up resulting in what jonemd described. To solve for this lots of people suggest raising budgets at midnight.

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Those scaling strategies are actually quit solid depending on the ROI of your campaign.

There are also a few things to keep in mind depending on what you run of-course (legit or not). Scaling a not all to legit campaign from 200/400$ to 4000$ is going to ring some bells depending on how old the account is and what spend it did before, which you might want to avoid.

It's a general fact that FB is spoiling lower budget campaigns with a lower CPC, which makes duplicating campaigns seem attractive and it does work but I understand that you want to scale otherwise. (Also takes more bans)

To add another method to your already great list;

You can run a campaign with a lower budget (100/500$ per day) and aim for a nice ROI, which in my experience was always above 100%+. I would often re-create this exact campaign and start it with a huge budget right off that bat (Obviously just after midnight).

In most cases this would not effect the ROI all to much and was/is still a great way to scale a proven campaign.

I actually had a long period where I launched new campaigns (Kinda knowing the niche and what works) with 2/4k$ budgets per day and just pause them when they didn't perform well enough.

I honestly don't think we will ever find out what the REAL best way of scaling on Facebook is, and that leaves a lot up to your own personal experience. I have had campaigns raised from 200$ to 4k$ and they the CPC sky rocketed while others went up and lowed down the next day to about the same.

All I can advice is to not scale your campaign with huge budgets that is doing less than 50% ROI as it will most likely ruin it. (Which you seem to already experienced)

IMO, adding 100/200$ each day around at the beginning of the new 24 hours is probably still your best bet to keep the CPCs the same.

From what I heard it does get your account banned a lot faster and it triggers a lot of manual reviews AKA freezes.

Still works!

Yes, true! As explained on the post above me ^^ if your account is very new it will take a while to update the new budget but on most accounts it happens within minutes or a few hours and all the time that is left will get FB ramming your budget anally.

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Interesting thought there as far as just doing one clone of the entire campaign to get a large budget in one shot. I'll have to try that

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