Scale Facebook Ad Campaigns By 20%?

0:00hi guys it's ben heath from lead guru and in this video i'm going to talk about scaling your facebook ad campaigns and the increments by which you should scale should it be 20 as it often talked about should it be a different amount should you scale in a different way altogether that's what i'm covering in this video so if you've got a facebook ad campaign that's performing well or you hope it will be falling well in the near future and you plan on scaling i think this video is going to be very very useful even if actually you've tried to scale and the campaign dropped off you don't think you did it

0:28right again this video is going to be really useful before i get in touch when i quickly ask you to smash that like button and of course subscribe to my channel if you're new and haven't done so already okay so um scaling facebook campaigns the 20 uh rule is what's talked about a lot people will you know i've got i'm in example ad account here i've got a campaign example campaign created and with the the budget setting stage if you're using campaign budget optimization which is something i'd strongly recommend you do use by the way if you're not familiar with campaign budget optimization how it works i'll

0:58include a link in the video description uh below um but let's say you've got a daily budget and again that's actually before i get into that someone quickly mentioned i would recommend using daily budgets over lifetime budgets um in basically all cases very rarely am i going to run a lifetime budget that's another thing but let's say you've got a campaign let's say it's operating 100 pounds a day a lot of people say okay you can now scale this by 20 so you can take this from 100 a day to 120 pounds a day and that's absolutely fine you know i wouldn't say that that is wrong

1:28but here's the thing the percentage by which you scale doesn't really matter as much as the actual real number increment by which you scale it's one of those things where you could just throw out something like only scale by 20 and it's quite easy for that to get shared around because it's just quick and easy piece of information that people retain they share it with others and it gets proliferated going from 100 pound a day to 120 pound a day is absolutely fine going from let's say 10 000 pounds a day to 12 000 day it's probably a bit much and going from 50 000 pounds a day to 60 000 pound a

2:09day is definitely too large a scaling increment now each of those numbers i've just given is a 20 increase but what i'm getting at here is that the percentage increase does not matter as much as the real number and what that means is that at higher budget levels you cannot continuously scale by 20 you need to scale by smaller increments but likewise at lower numbers so at 100 a day 100 a day whatever you don't have to go 220 you could be more aggressive than that and go straight to 150. that's not a problem at all and if you're currently spending you know 20 a day

2:4520 pounds a day and you want to double it and go up to 40 pounds a day i haven't got an issue with that so if you're operating with lower budget levels you can certainly scale more than 20 per day as that increases you want to scale by smaller and smaller increments and to show a scaling chart of exactly how i would approach it again i'll include a link um in the description below to a video all about how to scale a facebook campaign and how to go about um the levels now part of the reason why you want to scale by larger increments than 20

3:17when you're at lower budget levels and you can it's because of how long you're going to want to leave it after you scale to scale further so let's say i've gone from let's go back to 100 a day and i've gone up 250 pound a day okay which is about the increment i would recommend at that budget level um i'm gonna recommend that you wait seven to ten days after you scale before you assess the results and look to scale further a lot of the people that advocate the 20 scaling rule would advocate going to 120 and then scaling again by another 20 to 144 um or whatever and then you know scaling

3:54and again to 165 you're doing that every day every two days it's too quick your campaigns are constantly learning phase they can't reset it'd be very difficult if you're going at that pace for you to work out okay that is the point at which i needed to improve my campaign because the results dropped off at say you know 160 pound a day whereas if we're going for 100 150 we give it 7 to 10 working days we can get a very good idea of okay how does the campaign perform at 150 pound a day does it still perform okay has cost per conversion gone up a bit which is fine

4:26has it gone up loads which is not fine we need to make adjustments you can answer those questions which is very very important to do um seven ten working days after 150 pounds uh seven to ten days after 150 pounds per day okay campaign's still pouring pretty well perhaps your cost per conversion went up a little bit nothing too drastic right now let's go to 200 pound a day same process seven to ten days now let's go up to 300 a day now if you're doing this in 20 increments and waiting for seven to ten days it's going to take you forever to go from a

4:59small budget to a larger budget like months and months and months which is probably not something that you want to do particularly if the campaigns are performing well you want to take advantage of it um get as many customers as you can of course what we all want as as as businesses to be as successful as profitable as we can be so um that's how i would approach the scaling increment question lower percentages uh sorry larger percentage increases at lower budget levels that should decrease and decrease and decrease at higher budget levels if we were operating with 10 000 pound a day we would scale we'd probably just go

5:34to 11 000 pounds that's only 10 increase in one go because we're operating with a much larger budget and that makes sense because if you think about if you're spending say 20 pounds per day and you go up to 40 pounds per day you've gone from reaching a tiny tiny percentage of your target audience to a slightly larger but still tiny tiny percentage of your target audience you know if you're looking to go from say ten thousand pound a day um to twelve thousand a day which would be the twenty percent increase probably a bit too large you're going from reaching a good chunk of your audience to 20

6:05more the the extra burden that you're putting on facebook shoulders of go out and find me an extra 2 000 pounds per day worth of audience that's still likely to take my desired action is really tricky um and that's why you want to decrease as you as you go up so two big things always take away from this video is there's no fixed percentage rule there's no 20 rule um it's a load of nonsense that's great for people that operate in the world of facebook advertising theory but you try and do it in practice and you will see that at higher budget levels when you try and increase by 20

6:39your campaigns drop off a cliff we've seen it happen enough times to know that that is uh very likely and at lower budget levels you don't want to increase by 20 it's gonna take you forever to get to higher budget levels you want to be um take advantage of that so there's no fixed rule the second thing is that you don't want to be scaling every day or every two days or even every three days especially after the ios 14 changes where we've got reporting delays we know that it's taking longer for data to come through seven to ten days you need to increase your budget

7:09let your facebook ad campaigns go through the learning phase again let them settle at a new budget level and then assess performance right we were 20 pound cost per purchase we're now at 23 pound cost per purchase that's still okay that's still within our numbers that's fine let's scale further but if you go from 20 pound cost for purchase to a 35 pound cost per purchase which can absolutely happen when you scale by the way guys um that might be a real issue and that is something i should quickly mention before before i end as well is around scaling and around uh cost per conversion increasing as you

7:41scale it is basically inevitable that your cost per result cost perversion is going to increase and that's because facebook starts by targeting your absolute best prospects like the one in a million people that are the best people as you spend more and more you leave the one in a million you go to the one in ten thousand the one in a thousand the one in a hundred the one in fifty these prospects are still good for your business but they're not quite the absolute best people because you're reaching more and more and more if you think about it on a on a continuum you've got absolute best

8:08prospects here worst prospects here when you're spending a tiny amount of money you're only advertising to this little part here as you spend more you have to go further further further along this spectrum um that's just how it works okay um right so that's been useful before you go one thing i want to quickly mention is a free webinar i've created called three killer facebook ad strategies to double or more your revenue and i think you're gonna find this really really useful if you are wondering exactly how to approach facebook ads for your specific product services there's no one-size-fits-all you need the right strategy for your

8:39business and that's what this webinar is all about all about finding the right strategy for your business you need a different strategy for selling 30 products versus 5 000 services obviously but that's not what everyone teaches that's what i teach in this webinar so i recommend you go check it out completely free link is in the video description uh be well worth your time your hour hour 20 or so that it takes to go through it really really would be i'd recommend going through that if you found this video useful please give it a thumbs up subscribe to my channel for more facebook advertising related content

9:06answering questions just like the scaling uh conundrum and um you know comment below to let me know comment below if you've got any questions about any of this i respond to as many questions as i can comments i can which is a lot of them can't quite get to them all but i do see them all and yeah i'll talk to you guys soon thanks a lot bye for now