A Different Way To Scale Facebook AdsNov 25, 2022
Typically, I recommend authors scale their Facebook Ads using a method known as Vertical Scaling. This simply requires you increase the budgets of your best performing Campaigns and/or Ad Sets.
And with this recommendation, I suggest increasing budgets in small, regular increments.
The reason being two-fold:
#1: You are less likely to put your Facebook Ads back into the Learning Phase
#2: It's just safer from a cashflow perspective
Yes, you need to speculate to accumulate and take risks, step outside your comfort zone. But if you want to reach more readers and sell more books, scaling is just part of that process.
I started spending $10 per day. Now I'm spending upwards of $250 per day.
It took time to get there and I did so methodically, but I got there, eventually.
Scaling Strategy #1
Here's how I typically recommend scaling a good performing Campaign or Ad Set:
Current Budget: $10 Per Day
Target Budget: $25 Per Day
Day 1 of Scaling: $12 Per Day
Day 2 of Scaling: $14 Per Day
Day 3 of Scaling: $17 Per Day
Day 4 of Scaling: $20 Per Day
Day 5 of Scaling: $25 Per Day
So, we've more than doubled our budget over the course of 5 days.
Whilst this is a great scaling strategy, the biggest downside it has is that, despite the small increases in budget, the Facebook algorithm is having to re-adjust every time you give it more budget to play with. A Campaign or Ad Set may not go back into the Learning Phase, but it's still going to have to adjust to suit your new budget.
And if you want to scale to $100 per day on a single Campaign or Ad Set, it's going to take quite some time!
Scaling Strategy #2
A different, quicker way of scaling is this:
Current Budget: $10 Per Day
Target Budget: $100 Per Day
Week 1 of Scaling: Increase budget to $20 Per Day
Week 2 of Scaling: Increase budget to $40 Per Day
Week 3 of Scaling: Increase Budget to $75 Per Day
Week 4 of Scaling: Increase Budget to $100 Per Day
Rather than increasing the budget each day, you're increasing the budget once per week, in bigger increments. In this example, we've increased the budget 10x in just 4 weeks.
The downside to this strategy (as there's always pros and cons to any strategy you use), is that the Campaign or Ad Set will go back into the Learning Phase for a few days, which will inevitably impact results for a short period of time.
The upside though, is that you'll be reaching more readers, more quickly.
Which Scaling Strategy Is Right For You?
So, if you can tolerate increasing your budget quickly, this second scaling strategy I've outlined above could be a better fit for you.
If you'd rather play it safe though, the first strategy of daily, small budget increases is the way to go.
As with any scaling strategy, keep an eye on your conversions to make sure the Ads you're scaling are actually generating sales and/or page reads for you.
Watch this video if you need a step-by-step guide to setting up your Amazon Attribution tracking links with your Facebook Ads.
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