How to Get More of a Good Thing: Growing & Scaling Ads

Are your ads fire? Are they pulling in a high conversion rate, resonating with your ideal audience, and converting into sales? If so you have created ads that pull in incredible results then let’s talk about two ways you can scale those ads, because who doesn’t want more of a good thing?

Are Your Ads Ready to Scale?

Before I share ways to scale and grow your ads I want to ensure that your ads are performing at their highest level. Here are some questions to ask yourself:

1. Did I test different audiences based on size, interests, and layering interests?
2. Did I test different ad images or videos including the length of the video and/or orientation of the image?
3. Did I test different ad copy? Short copy? Long Copy? Was I able to address my Ideal audiences’ pain points?
4. Did I test different headlines? Was I able to include my ideal client’s wants in desires in my headline?

This is an important pre-step to scaling your ads because if you are going to put more time and money into the marketing efforts you want to ensure you are getting the best result possible.

Depending on what type of ad campaign you are running you will also want to analyze your numbers. Important data points to look at are your cost per result and your click-through rate (or CTR) if you are running a traffic or conversion ad. Make sure you are happy with the results you are currently getting. If you are not yet satisfied do some more testing until you get a result that you are ready to scale.

Grow Vertically: A Higher Budget

As promised there are two ways to grow and scale your ads. The first way to grow your ads is to increase your budget. By spending more money on your ads you are allowing Facebook’s algorithm to serve more people, learning more about which people take your desired action, and receive results quicker. However, this only works if you have already properly tested your ads and ensure they are working properly. I poorly designed ad will not pull in results no matter the budget size.

As you grow your ads by increasing your budget, I recommend slowly increasing your budget. This will allow Facebook’s algorithm to slowly adjust to the new budget size and learn about your ideal client audience. For example, if you currently have an ad budget of $500 per month and are wanting to increase your ad budget to $2,000 per month then consider adding $250 to your ad budget every other day across the span of 12-14 days. This will ease your ad into that new budget instead of shocking the system.

Grow Horizontally: More Audiences

The second way you can grow and scale your ads is by creating more audiences. If you currently have two different audiences that are performing well then by creating 2 more audiences you will be reaching more people and also adding more money to your overall budget. This is my preferred method for growth because if you never introduce new audiences to your ad campaigns you will exhaust the audiences you are currently working with.

Here are some different ways to create audiences:

1. Same interests in different locations
2. Different combinations of interests (try using the "AND MUST ALSO INCLUDE" feature)
3. Audiences excluding different interests that you know what not be a good fit for your business.
4. Audiences that take action within different periods of time (example 30 days, 90 days, and 180 days).

As you test out different audiences it is a good idea to exclude the audiences you are currently serving ads to in the new ad sets you create. That way you can be assured that you will not be wasting money serving the same person in five different audiences.

Take your audience creation to the next level by using a Facebook pixel to create audiences based on the action people take on your website. This will really start to impact your marketing results because it allows you to include people who are “HOT” meaning they are visiting your website and looking at specific pages. You can also exclude audiences based on the action they take on your website. For example, you may want to exclude past purchasers in the last 30 days so you do not keep advertising to them for a product or service they already purchased.

If you are ready to take your advertising game to the next level try out these ways of scaling your ads. Let me know which method you try and how it works for you! I want to cheer you on and see you succeed.

Ready to start tracking website visitors and serving ads to people specifically based on the action they take on your website. Then you need to get a Facebook pixel installed on your website. It’s 100% free tool and I have a free mini-course designed to take you through step by step how to create, install, and test your Facebook pixel.

Check it out: The Remarketing Lab: Facebook Pixel 101.