I Found An EASIER Way To Scale Facebook Ads

0:00most advertisers are scaling their Facebook ads the wrong way and it is ruining their chances of success you're just ruining it you're look at my lips you're ruining it so in this video I'm going to show you a new way to scale Facebook ads one that I've never talked about before and that performs a lot better but first let's quickly go over where advertisers are going wrong with their skate a lot of advertisers have heard that the best way to scale is to leave your existing successful campaign alone duplicate it and then run a new identical version alongside each other but of course you're scaled because

0:30you've got campaign budget in one campaign and campaign budget in the second campaign now there are a number of issues with that but the primer of which is Fortune overlap now we're seeing auction overlap warnings come up in Facebook ad accounts more and more and it is something to pay attention to not all the warnings that appear in ad accounts are but this one is auction overlap means that both those campaigns are competing against each other in the auction and meta won't allow that to take place within one ad account so if you have identical campaigns they will only let one of those campaigns into the auction to

1:03compete against all the other advertisers that are trying to reach the same people and what that means is that when you use that structure where you have the identical campaigns running alongside each other only one will be entered into the auction at any one time and that results in one of those campaigns but often actually both of those campaigns under delivering because meta will switch between one and two periodically and it's going to lead to poorer performance in both those campaigns you're not going to get as much data in one for you as an Advertiser and meta as a sort of machine learning platform to be able to improve

1:33your campaigns and optimize over time now we used to use a tool called the inspect tool to be able to identify auction overlap and potentially mitigate issues ahead of time because of course there are identical campaigns that are going to overlap 100 that matter won't go near won't allow you to do but there are also other campaigns other AD sets that are going to overlap a bit and we used to be able to use the inspect tool to see to what extent is their auction overlap is it actually a problem unfortunately the inspect tool has been retired so we can't use that anymore to try and get ahead of this or to work out

2:03to what extent it is a problem my strong recommendation would be to just not use that as a scaling technique don't just duplicate campaigns and run identical ones alongside each other and especially don't do that multiple times I've seen ad accounts where someone's taken one campaign they duplicated it and then they've run the two of them that identical alongside each other and that's performed well enough for them to just keep going and they end up with five six duplicates and the whole thing turns into a mess so if that's the wrong way of scaling a Facebook ad campaign what's the right way what should we do

2:33instead well there's the old way that we used to use which is scaling in roughly seven day increments it's absolutely still valid it's a technique that we still use as an agency all the time and if you want to find out exactly how that works there'll be a link in the description to another video that shows you that exact process and the increments and all that sort of stuff but there's also a new way that we've been using recently that I'm about to show you right now and just before I get into that I want to quickly mention our done for you Facebook and Instagram advertising services so my company can

2:57create manage and optimize your campaigns for you we can help you get much better results most likely take that workload off your hands if you'd be interested in finding out more there is a link in the video description you can click on that and go through to our website and book in a call we do have a 3K per month minimum budget requirement so please only book a call if you meet that but if you do go ahead book a call no obligation of course you can find out more information and we can let you know how we might be able to help we may have

3:21worked with the business just like yours in the past and hopefully we get a chance to work together so to demonstrate how this scaling technique works I'm in an example ad account I've just created a quick dummy sales campaign for demonstration purposes and what I want you to do once you come into here which is ADS manager is click on this more drop down arrow and scroll down to automated rules now what we're going to do with this scaling technique is set up an automated rule so that our campaigns scale in small increments provided they meet certain criteria basically as long as they are producing great results and that's what

3:54I'm going to walk you through now so if you go ahead and click on create a new rule and we're going to go with a custom rule here if you select next give the rule a name so I'm going to call this scaling three percent and that's what we're going to scale it just three percent increments which is quite small apply rule to active campaigns I'm going to leave that there for now obviously if you just wanted to apply to certain campaigns then you could go ahead and do that action we don't want the campaigns to be turned off here we want to increase daily budget by okay and just a

4:20quick recap that I would strongly recommend you use daily budgets not lifetime budgets for all your Facebook and Instagram ad campaign things okay increase daily budget by three percent so we're going to enter that in there you could also increase budget by a certain amount so you know if we're running campaigns at 100 pound a day maybe we would just increase it by three pound per day or whatever but I like the percentage because it allows for that percentage increase to maintain as budget levels increase um if you enter in a hard amount then that's not going to happen Okay next thing we need to do is set a maximum

4:52daily budget cap very very important because if you're going to set up a campaign like this and have it scaled automatically it does become a lot more of a set it and forget it set up and if you do that the campaigns do really well and they scale scale scale scale scale you could end up with situations where you end up spending far more money than you want to particularly if you're running say a leads campaign and you then need to you know deliver the service or process the leads and call up with them and that sort of stuff you could end up with capacity issues so

5:20just set a maximum daily budget cap set whatever you feel comfortable with you know I could put in 500 pounds for example but but just make sure that that is in there and so that this doesn't run away with itself over the next weeks and months once you've got it set up action frequency the default is every 12 hours I think once daily is is absolutely fine you know um that'll make more sense as we go through the the next steps as to what that's uh what's that referring to so the conditions when do we want this to happen so when do we want our budget to

5:47be scaled by three percent we're only allowing it to happen once daily um but what criteria needs to have been met so there are a number of different metrics that you can use I think cost per result is perfectly fine um and we want instead of it's greater than we want is smaller than so let's say we had decided that with our sales campaign we're willing to pay 30 pounds per purchase okay and then anything under that we're happy for the campaign to keep scaling we want to acquire as many customers as possible so what I would then do is say cost per result needs to be smaller than 30 pounds get

6:20that added in as has just um happened by default and then the budget will be scaled by 3 now what you see that what meta will do is they'll automatically default to Lifetime Impressions so this will only run if we've had more than 8 000 lifetime Impressions and that's a good thing you can delete that ad if you want but I wouldn't recommend it because you don't want your campaign to be scaling in those first few days if results are really good but you know that that might not be representative because the campaign's sort of going up and down and it's very volatile once you've got past that 8 000 Impressions

6:52which you know depending on your budget might take very very little time but it just at least gives you a little window before it it takes action so I don't think that's a bad idea to have that um at all then we've got the time range so what time range is referring to is how long into the past should meta look at what data set should they use to assess whether you've met the less than 30 pound cost per result criteria so should it be maximum so should it be looking at the average across the campaign you know the whole of the time it's been running I don't think so I

7:22think you want to go with something like the last three days and you can see in here that there are lots of different options okay you can have today yesterday if you're running say a campaign that's keeping people in app like a Leeds campaign with instant forms then you could go with yesterday as an example just keep it really short windows when we're generating something like sales through our website we know there's a bit of a reporting DeLay So we want to give enough time for that to filter through to get accurate data or at least more accurate data so I think last three days is a good time frame

7:50that would be adjusted depending on the business so if whatever we sell has a longer lead cycle has a longer sales cycle where people typically take longer then we would look to increase that time frame and what that means is that when you know that when this rule is run say today because it'll be run once a day once every 24 hours um then they will look at the last three days of data and see are we under the 30 pounds for those three days and I think this is a lot more Dynamic than just doing maximum because you could have a situation where the campaign runs really

8:22well for a few months has a nice cost per result and then starts to really tail off but the budget is still being scaled because of the average is still under 30 pounds because of the the first few months it did really well so I think just looking at the last few days it's good um schedule happy for this to run daily as I said it's going to run once a day this rule it's going to assess the last three days and then it's going to decide whether or not to scale doing it at midnight it's absolutely fine and then you've got notifications at the bottom

8:48here so you'll always get a notification on Facebook but if you're anything like mine there's tons and tons of notifications that don't really mean anything you can also choose whether or not to receive an email to let you know the rule has been enacted and we've scaled by three percent and then we can just go ahead and click create and that is now a rule set up within our ad account ready to run now one of the great things about this scaling method is that you can actually scale really quite quickly and provided that your campaign is delivering good results which is the only scenario in which you

9:18would want to scale anyway because if you think about three percent scaling potentially daily provided your results are good compounded means you're going to reach much higher budget levels than you're currently on really quite fast so there's large potential upside but you cap your downside in that if your campaigns aren't doing well you're not going to continue to spend more money it's not going to continue to scale so you've got that really nice balance there also it means if you set it up this way that you don't need to be in your ad account as often making manual adjustments so you can focus on other things and if you want to get smart with

9:49this you can actually also set something up to do the reverse so I'll quickly show you how to do that so if we go ahead and click on more again and we go to automated rules create new rule and then custom rule what we could do is that we could say we could have another rule to decrease the budget by say three percent if our results are worsening because that might be a step that you want to take it's often something that we'll do as an agency as our results aren't great let's pull the budget back let's establish and better return on ad spend numbers before we then look to

10:16scale back again so again apply rule to all active campaigns or be more specific and then we can just select decrease daily budget by um we could do the exact same thing 3 sent we could have a budget floor where look we never want to spend less than 100 pounds per day so we always know we're going to be in that 100 to 500 obviously you can adjust those numbers depending on what you want action frequency I do once again daily and then if the cost per result in this example is greater than say 35 you know give it a little bit of wiggle room there

10:47um add that in you can see the life damage Impressions has been added as well then if the cost per result is greater than 35 pounds right pull that budget down that's too high we can't spend as much and again you can adjust these numbers as you see fit I would do the exact same thing for time frame because that could be the last um three days so it again you don't want that scenario where your campaign did do really well for a couple of months early on but now it's actually doing really quite poorly and you want to be pulling the budget back but the average is is

11:15making it look like the lifetime cost per result average is less than 35 so those last three days is a good time frame or whatever it is that you want to use seven days depending on your specific business I'd leave it as daily I'd get notifications and then click create and what that gives us is a very Dynamic budget situation where we're spending more when our campaigns are doing really well and spending less when our campaigns are doing poorly which is great it's what most advertisers want and it can be really important for certain types of businesses and this is particularly useful for seasonal businesses where you get better results

11:44at certain times of the year and a lot of that therefore can be handled automatically you're not guessing it'll be about to see the the summer drop off or the winter drop off whatever your business happens to be depending on on what you sell so if you found that interesting and useful please go ahead and subscribe this new scaling technique is working really well for us right now and it's not the only new technique that we're using in our Facebook and Instagram ad campaigns and in this video I share a number of Secrets tips strategies methods all new stuff that we're using that's working really well