The different ways to scale a facebook campaign. (12)
I was just talking to a friend who's new to facebook. I've been doing Facebook for a while now (started with cloaking nutra) and then 6 months ago got into Whitehat as I begin to age, and look for more long term, sellable assets. Anyways...
He was asking me how to scale campaigns on Facebook, so I decided to do a brain dump and wrote it up. In order for it not to go to waste, and so you can get some value out of it too - I am sharing it here on STM, and with my friends on my mailing list at iAmAttila.com
Scaling Facebook 101 Quick Tips
-High affinity / related interests
-Different countries
-Lookalike audiences
-Friends of people who liked your fan page
What are high affinity audiences / related audiences?
Let's say your niche is solar panels, if you were to look for related interests that people who like solar panels might like - you would go to audience insights tool and plug in the main niche - solar panels right. Then you'd click the pages, sort by affinity and open each one to make sure these are also related to your niche solar panels. You want to pick the ones with highest affinity.
Then you'd duplicate the main adset in power editor that has your ad, and change the interest to the interest you've learned about from audience insights.
Ideally you want to do one interest per adset.
Different countries
When you want to scale, going into different countries is a no brainer. But which countries. Again audience insights tool comes in real handy here, and lets you enter in the niche you are running, and then you can click and see where most of your audience is that likes this niche by clicking the location tab, then sorting it by %. Now I'm writing this on the fly so I can't remember if its location tab or countries or geos or what, but anyway you will find it in the audience insights tool on top.
Lookalike audiences.
These can be generated from the manage ads pane clicking on audiences, and create new. You have the option to make a lookalike from conversion pixel and also from likes to a page. I prefer the conversion pixel because this usually brings better results, but you can play with two. Remember its always good to test everything, in its own ad set - you just never know on facebook because every niche is different really.
Friends of people who like your friends.
This actually is a great way for me at least to scale, most often - due to the nature of Facebook being a social networking beast - connecting people with their real life friends -- these people like the same stuff their friends like, so its a no brainer, and makes total sense when you think about it that friends of people who like your page are also going to like the stuff you are selling on your page right?
Anyways, that's the quick brain dump, happy scaling 
Great post!
Great tips as always.
- Do you do audience targeting for mass-appeal offers like Nutra?
- I always find niche targeting to increase CPC/CPM, how do you know when to do it and when not to do it?
Thank you.
You can also
1. Target better
2. Bid more strategically
3. Optimise your creatives
4. Improve your quality score
5. Expand into other FB ad units (not just RH side and News Feed) but also lead ads, carousel ads, video, etc.
6. Scale to other Facebook properties like Instagram (and apply all of the above 1-5 there)
7. And of course focus on organic reach as shares as well for "free" traffic
There were a whole bunch of even more powerful tips that the Facebooks execs shared at #AWAsia in private at some of the networking events!
Hey CMdeal,
any of those tips from the Facebooks execs that you can share?
Cheers
three that I can remember that came up in the panel:
#1 Pixels everywhere
If you have any type of funnel, implement pixels on each step, even if you're NOT running any FB traffic right now (more on that in #2)
This let's you smartly optimize towards your desired action and the more "conversions" each pixel gets, the further down you can go in the funnel and after your end conversion hits more than 25 conversions in a 24-hour rolling window you can bid on that final action.
#2 Audience insights
If you followed #1 advice and collected pixel data on your landers/offers, you can later import those audiences into audience insights and you'll gain insights about audiences you could never do with other tools out there. Keep in mind how likely it is that a user from ANY source that comes to your lander has an active facebook session. That user will go into your audience on FB, no matter which traffic source you are using. This can later on give you valuable insights into the audiences that take certain actions and helps you come up with angles, better demographic targeting and much much more. At that point it's all about being creative, possibilities are endless 
#3 Algorithm Patterns for Ad Copy
Being more creative with your ad copy pays off everywhere, but especially on fb. If you're just ripping the same body/HL everyone is using, you're ads may be tagged/flagged into a certain category which can lead to higher cpcs, delivery issues (quality and quantity wise) and even disapprovals
Hi fatcow and shout outs to Cologne,
I find that Audience insights and Pixels are mostly relevant for laser targeting. What if you need massive volume? how would u use those then?
Doing Lookalike with high %?
Cheers
Originally Posted by neta_oren
And with pixels on fb you always want to do as many things as possible, including tracking your actions, optimizing your traffic, retargeting, and yes, creating lookalikes of all sizes. This gives you MASSIVE scale. We're spending 5 figures a day on some accounts while targeting only 1-2% LALs so the scale there really is endless.. Once you're at that point, you can again take a look at attilas tips and use larger LALs/other GEOs and much much more to scale further
Hey,
thanks so much man for the fast answer.
1. Why do you split accounts? Were spending around 300 USD at the moment all on one account.
2. We are using delay on our retargeting FB pixel 40s, to filter bounce rates. What is your opinion on this?
Cheers
Originally Posted by neta_oren
2. It's a great idea, I'd split test the time until the pixel fires though.. also I'm more a fan of capturing the users who click through on my lander into a retargeting list, so I really only get those users who showed high intent. this is what zeno talked about on stage, I hope he'll post his script for that soon somewhere here
Thanks again.
Yeah so far my retargeting is way more expensive then without retargeting, so i guess something is wrong with the 40s delay time.
Do you normally have your GEO = Account Time if thats even possible with many geos?
Fantastic and to the point article.
A campaign that performs great on Facebook is is OCU in Spain, Proteste in Portugal and Deco in Brazil. Insane numbers.
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