The ultimate goal of every business owner is to grow their business by scaling their ad campaigns. The majority of brands, irrespective of their size, rely heavily on Facebook ads to reach their target audience and improve brand awareness. One of the most effective and profitable PPC platforms, Facebook ads can help you achieve your goals and fulfill your vision. However, scaling Facebook ads is no easy task and can be quite intimidating if you haven’t done it before.
Marketers who haven’t found much success with Facebook ad campaigns may often blame it on a badly designed landing page. They also feel it is because they do not have compelling text with a call-to-action button. While these factors can affect your ad campaigns, they may not really be the main culprits.
If you are wondering which ads are worth scaling, how to scale Facebook Ads to improve brand awareness, and what flaws you need to fix, you are at the right place. In our blog post, you will discover four ways to scale Facebook ads, so that your campaigns deliver the desired results.
4 Smart Ways to Scale Facebook Brand Awareness Campaigns
Here are four smart ways to scale your Facebook Ad campaigns.
#1. Expand Your Reach
A small, well-defined target audience can help you achieve the desired results for a short period of time. However, when you rely on a certain number of customers, it may eventually lead to customer saturation. Therefore, you should reconsider the size of the audience you’re targeting and try to move on from tightly defined audiences to broader audiences.
Build a Lookalike Audience
What is a lookalike audience? Based on your customer data, custom audiences, and users who performed a particular action on Facebook such as page likes or post shares, Facebook identifies parallel users based on similarities and creates a lookalike audience – an algorithmically generated audience of new users.
Creating lookalike audiences is all about expanding your custom or detailed targeting audience to its natural limit and is considered to be one of the best ways to reach users who may be interested in what you have to offer. An effective lookalike audience can be built by defining your best-performing audience segments and using them as sources – based on a list that includes your best clients.
It is recommended to start small by creating a one-percent lookalike audience to reach users who are most similar to your source audience. If you notice that your audiences are responding well, you can go ahead and scale your lookalike audiences to 3% or more. Remember, you can reach more people by increasing the audience size percentage.
Attract a New Demographic
Finding secondary markets is an incredible way to expand your audience, especially if you are trying to reach new audiences at a low cost. Expansion can be based on various factors, including geographic targeting, age group, and so on.
If you are into the business of exporting spices and if your business is doing very well in India, you can consider expanding your business to Pakistan as well. This is mainly because Pakistan is a neighboring country and there are a lot of similarities in their cultures, including food eating habits. So, it is likely that your business will succeed in Pakistan as well.
Similarly, if you are running a job consultancy, your target audience will likely be those who have completed their graduation (above 21 years of age). However, you can consider setting the age range between 15 to 20 as well as there are many students who are on the lookout for part-time jobs.
#2. Tap Into Affinity Brand Audiences
For many customers, the cost is a determining factor in purchasing a product, while for others brand longevity could be the determining factor (Purchasing from an established brand). However, there are many customers who purchase products based on an emotional bond they share with a brand. Such customers believe in certain values and ethics and when they see that a brand shares the same values, they will not just purchase their products but will also recommend the products to others.
These customers are referred to as affinity brand audiences. They aren’t just interested in what a brand has to offer but also share similar interests in general. Suppose you are running a cosmetic company that manufactures and sells organic makeup items. In that case, you can target those who love makeup, are health conscious, and are concerned about protecting biodiversity and promoting organic farming.
#3. Increase Your Budget Gradually
This is a basic step and one of the simplest ways to scale Facebook ads. Increasing your budget (Facebook ad spend) leads to superior results as it helps Facebook to deliver your ads to a larger audience. Unfortunately, every action has its repercussions.
When the budget of your ad campaign is increased drastically in a quick time, your Facebook pixel resets the learning phase, and it will have to relearn how to deliver your ad within the new budget parameters. Therefore, it is highly recommended to not double or triple your budget within a short span of time. You should increase your budget slowly while keeping your CPA (Cost Per Acquisition) down.
Gradual increases in ad spend can keep your ad set on track, which in turn avoids retriggering the learning phase, thereby improving the overall performance and delivering the desired results.
#4. Keep Your Ads Fresh to Avoid Ad Fatigue
Seeing the same ad frequently can be irritating, tiring, and boring. For a moment, put yourself in your audience’s shoes and think – would you like to see the same thing throughout the day? A high campaign frequency can result in ad fatigue. So, what can you do about it? Will you pause your ad campaigns? No, you need to keep your ads fresh to avoid ad fatigue.
It is important to find new ways to promote the same thing. You can change the ad format by switching between video and image ads. It is almost like planning different executions for the same idea. You can also consider providing different offers within the same ad campaign. For example, if you are providing a discount as part of your current offer, you can consider providing a small gift as your next offer (for example, buy 1 get 1 free).
A lack of fresh ideas can affect your campaigns since your ads will stop resonating with your target audience which in turn can significantly reduce your relevance score and increase your cost per acquisition.
The idea is not to change the basics of the ad campaign or the message it’s trying to convey. You need to bring a change in the execution strategy – the way you present your ad.
Final Thoughts
Being anxious about scaling any part of your business is normal, and Facebook Ad campaigns are no different. Even the most experienced marketers have failed to master the trick of effectively scaling Facebook ads.
The thought of increasing your daily ad spend without seeing a positive return can be really scary. There are various risks involved; however, the risks can be mitigated by following the strategies mentioned in this post.