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Scaling Working FB Campaigns (16)

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Hey guys,

When you get a FB campaign working, how quickly do you scale it in terms of budget?


In particular, campaigns optimised for conversions?

http://www.digitalmarketer.com/podca...fic-campaigns/

Listening to that podcast, they recommend increasing budget by no more than 50% every few days.

So say I test a bunch at $5 a day. I see that there are a couple of winners and then increase spend on them. According to digital marketer I should increase it to $7.50 then wait a few days, then increase to around $12, wait a few more days etc...

Do people agree with this or not? (specifically for campaigns optimised for conversions)

Cheers!

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It depends on your target audience size.

For something broad, you can go ramp your budget way higher, like from $10 to $1k/day and let it chill for 2-3 days.

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You def have to scale slowly. It's really all about maintaining CTR and user feedback as you scale. If CTR decreases or you reach critical mass on negative reviews, you have to pull back. My typical scaling is:

$20 > $50 > $100 > $180 > $300

Something like that and feel it out as it goes. You know when you have a monster on your hands that you can scale without much regard..

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F that S. It all depends on audience size, CTR, CPC, and current CPA. I have my own formulas, which I'll publish soon...

I'll go from 150 to 500 frequently on Facebook, and sometimes from 500 to 1500 and maintain my CPA. If it's really hot I can take it from 1500 to 4k.

Are you splitting each ad out into its own ad set?

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Thanks for the replies.

To give you a bit more info, I'm an ecommerce store owner - joined to further my FB ad knowledge since I'm pretty much building my business on it.

I'm UK based, only advertising in UK.

My target audience on working campaigns is small: 100k-500k based on 2% similar audience from my customer list, some with overlays (age, other interests etc)

I tested a bunch of creatives, took the best performer and have used that across ad sets. The ad sets are split by demos and placements and optimised for purchase. Some are now showing very promising ROIs at £10 a day, so obviously I wan't to scale as rapidly as possible without killing the ROI.

I appreciate the help!

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You are approaching this quite sensibly. There are probably a decent amount of landing page optimisations you can do as well, including making each landing page as consistent as possible with your ad copy and ad image.

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I would definitely be approaching this very carefully, just as you already are, especially when you're optimising for purchases. This isn't some crazy-hot CPC or PPE stuff that you can skyrocket instantly.

Separating every ad into its own campaign is something I'd recommend trying too as it's a lot more accurate for CVR type ads - FB gives priority to the best performing ad sets (if you have too many) and this can skew your data a lot.

Why not, to be safe, try duplicating the profitable ads into their own campaigns with different budgets? Say, one at £20, one at £50, £100 etc. and see if it works out without killing the current campaigns. If any of the new ones shows promise and keeps the ROI after a few days when FB settles down with the data, then you'd know what increments to follow for your main campaign (and in general).

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Put it this way, I've spent a lot of money finding out what not to do!

I'm not actually using landing pages currently. Dropping people straight to the home page (I have tried landing pages with mixed results). I know its not the thing to do, but my store is basically one product store with a few variants, with options to bundle, so it works quite well as a landing page. But landing pages are defiantly something I know I will need when testing more niche angles.

Great advice. I didn't know FB gives priority at the ad set level, helps explain some funky stuff I'm seeing there..

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yeah sometimes directlinking just works better, it is always a matter of testing!

Increasing budget from $150 to $500 and up more is a commonly used method - all you need to do is just waiting it out to go back to the desired cpc level. It requires a strong ad angle which has a high CTR but it usually works for me too.

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When you scale up your roi will drop. Maintaining fresh creatives with high ctr will keep your cpc low and maintain roi as your volume increases.

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Up

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Depends on the mood of FB I guess. Some little bumps in the past gave me bad results, where big spend bumps didnt harm ROI at all.
I think it's just a matter of doing it, and hoping for the best. Scaling step by step seems to be the safest yes, but I am not made for safe to be honest .
Just a matter of having patience too!

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Did you manage to get thing scaled up? Would love to hear how you're progressing.

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in our experience, there seems to be a direct correlation between CPMs and the spike (or even drop) in CPC while scaling. if we're seeing sub $4-5 CPM's we can typically scale exponentially without much of an increase. many times this is achieved by having a wide reach.

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@Zerosixty: and how do you scale then?

You start at 5, see low CPM <4-5 and go to......? Most people here say increase scale only slowly like max 50% a day.

Also how do you handle GEO interrelatedness? I find that especially if you have several ads in one geo, even with different interest, Scaling would kill the other ones quite fast.

Cheers

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We launch most campaigns around $40-$80 (post safe-spend). We scale regardless of CPM, but certainly get more aggressive when CPMs are low. Schedule typically looks something like this: 80>150>280>900>1800, increasing ever day or every other day.

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