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Boost Your Facebook Ads with this Simple Trick

Published on: November 17 2023 by Ben Heath

Boost Your Facebook Ads with this Simple Trick

Table of Contents:

  1. Introduction
  2. The Wrong Way to Scale Facebook Ads 2.1 Duplicate Campaigns and Auction Overlap 2.2 Issues with Overlapping Campaigns
  3. The Right Way to Scale Facebook Ads 3.1 Scaling in Seven-Day Increments 3.2 The New Scaling Technique
  4. Using Automated Rules for Scaling 4.1 Setting Up an Automated Rule 4.2 Scaling in Small Increments 4.3 Setting Maximum Daily Budget Cap 4.4 Adjusting Time Frame and Criteria
  5. Reverse Scaling for Worsening Results 5.1 Decreasing Budget with Automated Rules 5.2 Setting Budget Floor and Criteria
  6. The Benefits of Dynamic Budget Scaling
  7. Conclusion

The Right Way to Scale Facebook Ads

Facebook advertising is a powerful tool that allows advertisers to reach a vast audience and drive results. However, many advertisers make the mistake of scaling their Facebook ads in the wrong way, which can lead to poor performance and wasted ad spend. In this article, we will discuss the correct methods of scaling Facebook ads and introduce a new technique that can greatly improve your results.

The Wrong Way to Scale Facebook Ads

One common approach that advertisers take when scaling their Facebook ads is to duplicate their successful campaigns and run identical versions alongside each other. While this may seem like a logical strategy, it can actually lead to issues such as auction overlap. Auction overlap occurs when identical campaigns compete against each other in the Facebook ad auction, resulting in underperformance and wasted budget.

Facebook's algorithm only allows one campaign to enter the auction at a time, which means that when you have multiple identical campaigns running, only one will be chosen to compete against other advertisers. This can result in both campaigns underdelivering and not getting enough data to optimize and improve performance.

The Right Way to Scale Facebook Ads

Instead of duplicating campaigns and running identical versions, there are better methods of scaling Facebook ads that yield better results. One tried and tested method is to scale in roughly seven-day increments. This approach involves gradually increasing the daily budget of your campaign over a period of time, allowing for better data collection and optimization.

However, there is also a new scaling technique that has been gaining traction recently. This technique involves setting up automated rules within Facebook Ads Manager to scale your campaigns in small increments based on specific criteria. By automating the scaling process, you can save time and ensure that your campaigns are always optimized for success.

Using Automated Rules for Scaling

To take advantage of the new scaling technique, you can follow these steps to set up automated rules within Facebook Ads Manager:

  1. Go to the Ads Manager and click on the "More" dropdown arrow.
  2. Select "Automated Rules" from the menu and click on "Create a New Rule."
  3. Choose the "Custom Rule" option to have more flexibility in setting up your rule.
  4. Give your rule a name, such as "Scaling 3 Percent," to indicate the incremental scaling.
  5. Apply the rule to all active campaigns or select specific campaigns if desired.
  6. Set the action to "Increase Daily Budget" by a certain percentage, such as 3 percent.
  7. Set a maximum daily budget cap to prevent overspending and ensure control.
  8. Choose the action frequency, such as once daily, to schedule when the rule will run.
  9. Define the conditions by selecting a metric, such as cost per result, and set the criteria.
  10. Set the time range for the rule to consider by choosing the desired timeframe, such as the last three days.
  11. Schedule the rule to run at a specific time, such as midnight.
  12. Choose whether to receive notifications via Facebook or email for rule enactment.

By setting up an automated rule using these steps, you can ensure that your campaigns scale in small increments as long as they meet the defined criteria. This allows for controlled and optimized scaling without the risk of overspending or underperforming.

Reverse Scaling for Worsening Results

In addition to scaling up your campaigns, it is equally important to have a strategy in place for scaling down when results are not meeting expectations. To implement reverse scaling, you can follow similar steps as before but with different criteria:

  1. Create a new automated rule and choose the custom rule option.
  2. Give the rule a name, such as "Decreasing Budget," to indicate the purpose.
  3. Apply the rule to the same campaigns as the scaling rule or select specific campaigns.
  4. Set the action to "Decrease Daily Budget" by the same or different percentage.
  5. Set a budget floor to ensure that the campaigns never spend less than a certain amount.
  6. Choose the action frequency and time range based on your preferences.
  7. Schedule the rule to run at a convenient time.
  8. Select your preferred notification method to stay informed about the rule's activity.

By implementing reverse scaling, you can effectively adjust your budget based on the performance of your campaigns. This helps to optimize your spending while ensuring that your campaigns continue to deliver satisfactory results.

The Benefits of Dynamic Budget Scaling

The use of automated rules for scaling Facebook ads offers several benefits for advertisers. The ability to scale in small increments allows for better control over budget allocation and prevents drastic changes in spending. The criteria set in the automated rules help to ensure that campaigns are only scaled when they meet specific performance indicators, such as a favorable cost per result.

Automated rules also free up time for advertisers to focus on other aspects of their campaigns, as manual adjustments become less frequent. This is particularly valuable for businesses with limited resources or those that require a hands-off approach to ad management.

Furthermore, dynamic budget scaling is highly beneficial for seasonal businesses that experience fluctuations in demand and performance. By automatically scaling up during peak times and scaling down during off-seasons, businesses can optimize their advertising efforts without constant manual intervention.

Conclusion

Scaling Facebook ads is a vital part of achieving success in digital advertising. By avoiding ineffective scaling techniques and employing the right methods, advertisers can optimize their campaigns and achieve better results. The use of automated rules for scaling, both incrementally and in reverse, offers a data-driven and efficient approach to budget management. With the ability to dynamically adjust spending based on performance, advertisers can make the most of their Facebook ad campaigns and drive better outcomes for their businesses.

Highlights:

  • Scaling Facebook ads incorrectly can lead to poor performance and wasted ad spend.
  • Duplicating campaigns and running identical versions can cause auction overlap and underperformance.
  • The right way to scale Facebook ads includes scaling in seven-day increments and using automated rules.
  • Automated rules in Facebook Ads Manager allow for controlled and optimized scaling.
  • Reverse scaling can be used to decrease the budget when results are not meeting expectations.
  • Dynamic budget scaling offers better control, time-saving, and optimization for seasonal businesses.

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