Facebook has become an essential tool for businesses. With almost three billion monthly active users, Facebook provides a huge opportunity to reach out to potential customers.

However, ads can become a bit complicated if you don’t have a thoughtful Facebook ads strategy in place.

Facebook Ads allow businesses to create targeted campaigns that show ads to people most likely to be interested in them. The opportunities are endless, given the data available on social media platforms. Advertisers who use tools like automation, reporting, and split testing will be able to save time and generate better ROI results.

Getting started with Facebook Ads can feel overwhelming for digital marketers, so here are 10 tips on scaling up your strategy efficiently.

1. Increase Ad Spending

Increasing your ad spend is generally the most straightforward strategy to scale your Facebook ads. Even without adjusting your Facebook ad campaigns, spending more on ads will help you reach broader audiences and generate better results.

Before increasing your Facebook ad spend, determine which winning ads to invest more in. That way, you can create an effective Facebook ads strategy that brings results without wasting your advertising budget.

Moreover, we recommend gradually increasing your ad budget by at most 20% per week. This will help Facebook collect enough data and process it to the right audience, keeping your ad campaign performance stable.

2. Target New Geographical Locations

Expanding your target audience by adding a new location is one of the best ways to scale your Facebook advertising. Doing so will help you acquire new customers, even with low-budget ad spending, especially if your products or services meet global market demands.

For example, if you run Facebook ad campaigns in the United States, consider running ads in other countries with large English-speaking countries, such as the United Kingdom, Canada, and Singapore.

Note that you may need content localization for the ads in each country. In a way, it is similar to how you translate your documents. Also, remember to analyze individual markets and ensure what you are promoting is relevant to them.

Not only that, including your business website, expanding your target market can be achieved through website localization by adapting the content based on regional audience.

3. Understand the Learning Phase

When creating a new ad set on Facebook, the algorithm will start learning and analyzing it. This is called the learning phase. It helps Facebook find the right audience for your ads, optimizing your ad campaigns.

You may initially see unstable ad performance during the learning phase since the algorithm explores different options to get the best results. However, the learning phase is done once your ad set is in stable condition.

To ensure the learning phase is successful, avoid making changes during this stage or creating multiple ad sets simultaneously. This might disrupt the process, resulting in unoptimized performance and inaccurate results.

4. Use Campaign Budget Optimization

Here are some benefits of using CBO:

• Save time – it simplifies your ad setup, so you don’t have to adjust your budget across multiple ad sets manually.
• Cost-effective – it optimizes the ad budget, which enables you to get accurate targeting at the lowest cost.
• More conversions – you can drive more conversions since your ad sets are running on an optimal budget amount.

5. Duplicate Your Best Ads

Another great way to scale your Facebook ads successfully is to duplicate your best-performing ads for different target audiences. This strategy will make you more likely to achieve similar desired results.

You can test new campaigns with different ad creatives and copy combinations to reuse your winning ads. Then, determine which brings the most revenue and duplicate it to a new ad set targeting new audiences.

Additionally, ensure the ads provide sufficient data and information that are not older than one year. That way, your campaign can pull audiences with relevant content. You can also install Facebook Pixel to measure your ads’ effectiveness by analyzing visitors’ actions.

6. Create a New Lookalike Audience

Lookalike audiences refer to new people with similar interests or characteristics to your existing customers. It is one of the best methods to scale your Facebook ads by broadening your market reach and helping you to acquire new leads.

To begin with, start targeting a 1% lookalike audience, and if it performs well, expand it to 3-5%. That way, you can gradually increase ad spending without exhausting your existing audience. This is also known as ad fatigue – a drop in ad performance because audiences have grown tired of seeing the same ads repeatedly.

To maximize your lookalike audiences, consider the following:

• Set initial bids to target the same Facebook ad campaigns to different lookalike audiences.
• Evaluate the ad’s performance based on the profit per conversion or the lifetime value of the users in each audience
• Adjust your bids for each audience depending on your ad insights.

7. Set Up Facebook Branded Content Ads

Facebook branded content ads are paid partnerships between creators and businesses to tag and promote the business partner’s page.

Creators can include influencers, celebrities, and media companies. Like the example below, you will see a paid partnership label on an advertised post.

Scaling Facebook ads with this approach helps improve your customer’s trust and loyalty by bringing a more personal touch to your ads.

Here are the steps to set up branded content ads:

1. Create an ad via the Facebook ads manager.
2. Select your objectives, such as brand awareness, traffic, or conversions.
3. Set your target audience and choose the ad placement, like Stories or Posts.
4. At the ad level, click on Use existing post. Then, you can choose the branded content media in the Creative section.
5. After previewing your ads, click Confirm to finish

Remember to follow Facebook’s advertising policies and use a single image or video post for the feed. Moreover, branded content ads only support the 1:1 ratio carousel format. You should also note that some creative elements are unavailable for branded content in Stories.

8. Put Your Ads in Different Marketing Channels

Implementing omnichannel marketing is an excellent strategy to help you connect with broader audiences across different platforms, including apps, websites, and social media. As a result, you can build a seamless digital experience via an integrated approach, which helps drive more conversions.

For example, besides running Facebook ads, Starbucks created an app where customers can order coffee and receive rewards. It improves the customer experience by giving them an easy way to purchase products, resulting in increased sales.

To create a good omnichannel experience, consider these aspects:

• Find your customers’ pain points.
• Observe which platforms your consumers regularly use.
• Understand their behavior and motivation when buying a product.
• Track customers’ interactions with your brand on different platforms.

9. Perform A/B Testing

A/B testing or split testing is a marketing strategy that compares two different versions of a variable to determine which one performs better. The variable can be anything from ad creatives and copy to call-to-action (CTA) buttons. By using this method, you can avoid overspending on ineffective Facebook campaigns.

Testing your campaign with new and existing ad creatives is crucial to achieving the desired results. On Facebook, you can conduct a quick split test by following these steps:

1. Go to Facebook Ads Manager.
2. Select the ad sets you want to test by ticking the box.
3. Navigate to the More toolbar and click on A/B test.
4. Choose a variable and run the test.

We recommend avoiding testing multiple variables simultaneously as it can cause inaccurate results.

This makes it difficult to determine which is the best-performing campaign. To avoid this, we also suggest
running the A/B test for more than seven days to get the most accurate insights.

10. Optimize Your Facebook Ad Creative

Visual content in your ad campaign is essential for attracting the target audience. It affects the ad performance and conversion rates, which is why you’ll need to optimize your ad creatives.

Here are several best practices to make your ads stand out:

• Avoid too much text. It helps you to improve the user experience, resulting in good ad performance. Facebook even recommends following the 20% text rule, where you shouldn’t use more than 20% of text in your ad campaigns.
• Use vertical videos. Since most people hold their phones vertically, using portrait mode videos will improve the mobile user experience. It will help you to boost user engagement.
• Try the carousel format. It is a great way to show multiple images of your products in an ad. You can also use it to highlight various product benefits
• Add an animated effect. It will help your ads be more engaging and compelling by adding dimension. Install apps like FilmoraGo, Splice, and Canva to help you create excellent animated ads.

Conclusion

Scaling Facebook ads is crucial to growing your business and reaching more audiences. That way, you can increase sales and revenue.

Keep in mind that there is no setting and forgetting your Facebook ads strategy. It is something that needs to be optimized constantly for an ideal performance.

Hence, ensure you are testing your Facebook ads so that you can learn what’s working for you and what isn’t. Thereafter, make the necessary adjustments based on those insights.

We hope this article helps you create successful Facebook ad campaigns. Good luck!

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