Facebook Ads Scaling
Published on: December 7 2022 by Nick Peroni
Facebook Ads Scaling
The above is a brief introduction to Facebook Ads Scaling.
Let's move on to the first section of Facebook Ads Scaling!
Table of Contents About Facebook Ads Scaling
Facebook Ads Scaling
| startTime | durationTime | text |
| 00:00:00 | 00:00:07 | okay here we are in the Facebook ads |
| 00:00:03 | 00:00:09 | scaling lesson and in this one I want to |
| 00:00:07 | 00:00:10 | tok about scaling strategies are and |
| 00:00:09 | 00:00:15 | I'm not actually gonna look at any |
| 00:00:10 | 00:00:17 | specific ads or examples this is stuff |
| 00:00:15 | 00:00:19 | that I have been sharing it masterminds |
| 00:00:17 | 00:00:23 | for a long time it's it's strategies |
| 00:00:19 | 00:00:25 | that I I know work and they are based on |
| 00:00:23 | 00:00:27 | your preference right so you're gonna |
| 00:00:25 | 00:00:28 | see as we go through this but this |
| 00:00:27 | 00:00:31 | should help give you a solid |
| 00:00:28 | 00:00:34 | understanding of scaling ads and |
| 00:00:31 | 00:00:36 | figuring out the different strategies |
| 00:00:34 | 00:00:38 | that are out there that can work for you |
| 00:00:36 | 00:00:42 | to be able to take a winner and start |
| 00:00:38 | 00:00:44 | selling more products so it's important |
| 00:00:42 | 00:00:46 | to understand number one that not every |
| 00:00:44 | 00:00:48 | product can be scaled and not every |
| 00:00:46 | 00:00:50 | product is meant to be a big winner |
| 00:00:48 | 00:00:52 | there's different scaling strategies |
| 00:00:50 | 00:00:54 | based on both budget and audience |
| 00:00:52 | 00:00:56 | they're all good to have in your arsenal |
| 00:00:54 | 00:00:58 | because testing with different types of |
| 00:00:56 | 00:01:00 | winners can be more effective than |
| 00:00:58 | 00:01:02 | others right so different scaling |
| 00:01:00 | 00:01:04 | strategies might work better for |
| 00:01:02 | 00:01:06 | different types of products or for your |
| 00:01:04 | 00:01:08 | ad account versus another person's ad |
| 00:01:06 | 00:01:10 | account based on your risk tolerance |
| 00:01:08 | 00:01:12 | versus another person's risk tolerance |
| 00:01:10 | 00:01:14 | but no matter what it's important to |
| 00:01:12 | 00:01:16 | remember that you cannot force a market |
| 00:01:14 | 00:01:17 | to buy more product than it actually |
| 00:01:16 | 00:01:19 | wants right |
| 00:01:17 | 00:01:21 | some people think as soon as they get a |
| 00:01:19 | 00:01:22 | sale that means that they've got this |
| 00:01:21 | 00:01:24 | big winner on their hands and they're |
| 00:01:22 | 00:01:26 | about to make thousands of dollars |
| 00:01:24 | 00:01:28 | millions of dollars whatever and of |
| 00:01:26 | 00:01:30 | course obviously look there's nothing |
| 00:01:28 | 00:01:32 | wrong with being exciting and excited |
| 00:01:30 | 00:01:36 | and hoping that every product can scale |
| 00:01:32 | 00:01:38 | to big numbers but the reality is that |
| 00:01:36 | 00:01:40 | that's just not the case right you're |
| 00:01:38 | 00:01:43 | gonna have say say you define a winning |
| 00:01:40 | 00:01:47 | product as a product that makes more |
| 00:01:43 | 00:01:51 | than 50 sales right so more than 50 |
| 00:01:47 | 00:01:53 | sales profitably alright that that could |
| 00:01:51 | 00:01:56 | be a winning product because it's |
| 00:01:53 | 00:02:00 | profitable right so if if you're selling |
| 00:01:56 | 00:02:04 | a $100 product and you make 50 sales |
| 00:02:00 | 00:02:06 | made $5,000 if the product cost you say |
| 00:02:04 | 00:02:10 | 30 dollars to fulfill when you're |
| 00:02:06 | 00:02:13 | getting sales for $20 then you're you're |
| 00:02:10 | 00:02:15 | getting like 30% mark |
| 00:02:13 | 00:02:18 | on that right so you made $3,000 that's |
| 00:02:15 | 00:02:20 | a winning product but maybe it's not |
| 00:02:18 | 00:02:22 | doesn't have a big audience right maybe |
| 00:02:20 | 00:02:24 | it caps out around five ten thousand |
| 00:02:22 | 00:02:27 | dollars in sales and and that's it and |
| 00:02:24 | 00:02:29 | then some products maybe you can scale |
| 00:02:27 | 00:02:31 | to a hundred thousand or a couple a few |
| 00:02:29 | 00:02:34 | hundred thousand dollars and then there |
| 00:02:31 | 00:02:36 | may be like one product out of every |
| 00:02:34 | 00:02:39 | hundred winners that you have that you |
| 00:02:36 | 00:02:41 | can scale to a million dollars okay so |
| 00:02:39 | 00:02:44 | there's there's different levels of |
| 00:02:41 | 00:02:46 | winning products and it's just important |
| 00:02:44 | 00:02:48 | to understand that again it's no emotion |
| 00:02:46 | 00:02:51 | you just have to base it on the numbers |
| 00:02:48 | 00:02:53 | and you'll see you'll see where as you |
| 00:02:51 | 00:02:57 | start to try to raise the budget on an |
| 00:02:53 | 00:02:58 | on a product or on a campaigns like them |
| 00:02:57 | 00:03:00 | you're not ever going to be able to |
| 00:02:58 | 00:03:02 | force the market to buy more than what |
| 00:03:00 | 00:03:04 | it really wants so if it's buying and |
| 00:03:02 | 00:03:06 | you're you're scaling costs are good |
| 00:03:04 | 00:03:08 | then you can keep scaling but if all of |
| 00:03:06 | 00:03:11 | your numbers start to hit the yellow in |
| 00:03:08 | 00:03:14 | the red really early on in your scaling |
| 00:03:11 | 00:03:17 | process then then don't try to force a |
| 00:03:14 | 00:03:21 | product that it can't be scaled larger |
| 00:03:17 | 00:03:22 | okay so the Facebook learning phase just |
| 00:03:21 | 00:03:24 | quickly you can you can read this |
| 00:03:22 | 00:03:26 | information on Facebook but I just want |
| 00:03:24 | 00:03:28 | to tok about this because it does |
| 00:03:26 | 00:03:31 | affect scaling the idea is that your ad |
| 00:03:28 | 00:03:33 | is put through a learning phase where |
| 00:03:31 | 00:03:37 | Facebook is understanding the best |
| 00:03:33 | 00:03:39 | audience to target with your with |
| 00:03:37 | 00:03:41 | whatever it is you're marketing okay and |
| 00:03:39 | 00:03:43 | that that learning phase in order for |
| 00:03:41 | 00:03:46 | you to gradually from the learning phase |
| 00:03:43 | 00:03:48 | into optimization you need to be getting |
| 00:03:46 | 00:03:53 | 50 conversions a week if you're not |
| 00:03:48 | 00:03:55 | getting 50 conversions a week then that |
| 00:03:53 | 00:03:58 | means it's not optimized |
| 00:03:55 | 00:03:59 | right and the idea about being optimized |
| 00:03:58 | 00:04:02 | is that it should be better for scale |
| 00:03:59 | 00:04:04 | because your cost per acquisition should |
| 00:04:02 | 00:04:06 | either be level or start to drop based |
| 00:04:04 | 00:04:08 | on Facebook really narrowing in that |
| 00:04:06 | 00:04:11 | optimization and starting to know |
| 00:04:08 | 00:04:14 | exactly who your target customer is now |
| 00:04:11 | 00:04:17 | that's all based on the assumption of |
| 00:04:14 | 00:04:19 | the demand in the market right because |
| 00:04:17 | 00:04:21 | as soon as the demand starts to dry up |
| 00:04:19 | 00:04:24 | for what you're selling then your cost |
| 00:04:21 | 00:04:25 | per acquisition it's gonna start going |
| 00:04:24 | 00:04:27 | right back up because your |
| 00:04:25 | 00:04:29 | gonna have trouble finding more buyers |
| 00:04:27 | 00:04:32 | all right so the idea here is that in |
| 00:04:29 | 00:04:35 | order to be getting your 50 conversions |
| 00:04:32 | 00:04:37 | a week obviously during testing you're |
| 00:04:35 | 00:04:38 | not you're not gonna be getting 50 |
| 00:04:37 | 00:04:40 | conversions a week and that's why |
| 00:04:38 | 00:04:41 | numbers can fluctuate a lot and you'll |
| 00:04:40 | 00:04:43 | see people I see sometimes they'll be |
| 00:04:41 | 00:04:47 | like you know I got a purchase here and |
| 00:04:43 | 00:04:49 | a purchase there but it's just not it's |
| 00:04:47 | 00:04:52 | not like staying consistent why is that |
| 00:04:49 | 00:04:55 | well the reason that it might not be |
| 00:04:52 | 00:04:57 | sustaining consistent is because you're |
| 00:04:55 | 00:04:59 | not optimized yet right and so Facebook |
| 00:04:57 | 00:05:01 | is still out there trying to hit all |
| 00:04:59 | 00:05:03 | these different pockets of audiences to |
| 00:05:01 | 00:05:06 | find out what is the best one all right |
| 00:05:03 | 00:05:08 | so the idea of how you can get optimized |
| 00:05:06 | 00:05:09 | is if you aren't getting sales you can |
| 00:05:08 | 00:05:12 | look at what is that average cost per |
| 00:05:09 | 00:05:14 | purchase and I need 50 conversions a |
| 00:05:12 | 00:05:18 | week so if I'm getting an average cost |
| 00:05:14 | 00:05:21 | for purchase of $10 I know I need 500 |
| 00:05:18 | 00:05:25 | conversions per week in that ad set for |
| 00:05:21 | 00:05:27 | this to be optimized I'm sorry that you |
| 00:05:25 | 00:05:29 | need 50 conversions right so if I'm |
| 00:05:27 | 00:05:33 | getting if I'm getting an average cost |
| 00:05:29 | 00:05:37 | of $10 then I know I need to spend $500 |
| 00:05:33 | 00:05:40 | per week to get my 50 conversions so you |
| 00:05:37 | 00:05:44 | then can take that divided by seven to |
| 00:05:40 | 00:05:45 | figure out what your what your cost |
| 00:05:44 | 00:05:47 | would or I'm sorry what your daily |
| 00:05:45 | 00:05:50 | budget would need to be which would be |
| 00:05:47 | 00:05:52 | right around 70 to the $75 somewhere in |
| 00:05:50 | 00:05:54 | there right so then you can set your |
| 00:05:52 | 00:05:57 | daily budget is $75 on that ad set and |
| 00:05:54 | 00:05:59 | then hopefully you would be hitting your |
| 00:05:57 | 00:06:01 | 50 conversions a week to be optimized |
| 00:05:59 | 00:06:04 | and start scaling that's the idea of the |
| 00:06:01 | 00:06:06 | Facebook on your face now numbers that I |
| 00:06:04 | 00:06:08 | like to see before scaling right numbers |
| 00:06:06 | 00:06:11 | to give you an indication that you can |
| 00:06:08 | 00:06:13 | sale your cost per purchase of course |
| 00:06:11 | 00:06:16 | should be profitable and that should be |
| 00:06:13 | 00:06:18 | profitable to at least 5 sales on an ad |
| 00:06:16 | 00:06:20 | set all right for me some people might |
| 00:06:18 | 00:06:23 | scale earlier but I want to see at least |
| 00:06:20 | 00:06:26 | 5 sales on an ad set that are returning |
| 00:06:23 | 00:06:27 | a profitable profitable return on |
| 00:06:26 | 00:06:31 | adspend |
| 00:06:27 | 00:06:33 | and if I'm judging a campaign then I |
| 00:06:31 | 00:06:35 | want to see multiple sales across a |
| 00:06:33 | 00:06:37 | bunch of ad sets right not just one hat |
| 00:06:35 | 00:06:38 | set to determine the success overall the |
| 00:06:37 | 00:06:40 | campaign |
| 00:06:38 | 00:06:43 | like to see multiple headsets having |
| 00:06:40 | 00:06:44 | sales I want to see my cost per click |
| 00:06:43 | 00:06:47 | less than a dollar |
| 00:06:44 | 00:06:49 | generally on that ad set right there are |
| 00:06:47 | 00:06:51 | a few exceptions to that rule but for |
| 00:06:49 | 00:06:53 | the most part I want to see cost per |
| 00:06:51 | 00:06:56 | click under a dollar I want to see my |
| 00:06:53 | 00:06:59 | skal spur impressions under $20 and I |
| 00:06:56 | 00:07:02 | like to see mine cost or I'm sorry my |
| 00:06:59 | 00:07:03 | click-through rate 1% or higher but at |
| 00:07:02 | 00:07:06 | the end of the day the cost per purchase |
| 00:07:03 | 00:07:08 | is the magic number all right so I'm |
| 00:07:06 | 00:07:10 | scaling based on my cost per purchase |
| 00:07:08 | 00:07:14 | and that red light green light yellow |
| 00:07:10 | 00:07:18 | light that I showed you that one back |
| 00:07:14 | 00:07:20 | two lessons ago okay so as long as I'm |
| 00:07:18 | 00:07:22 | in the green light all my costs for |
| 00:07:20 | 00:07:24 | purchased I'm gonna be scaling no matter |
| 00:07:22 | 00:07:27 | what but the other numbers are what I do |
| 00:07:24 | 00:07:29 | like to see okay cuz the more in |
| 00:07:27 | 00:07:32 | alignment that they are the more I it |
| 00:07:29 | 00:07:36 | the more it's like all signs go for for |
| 00:07:32 | 00:07:37 | scaling a good winner a higher daily |
| 00:07:36 | 00:07:39 | budget does not always mean more |
| 00:07:37 | 00:07:41 | conversions that is important to |
| 00:07:39 | 00:07:45 | remember okay just because you are |
| 00:07:41 | 00:07:47 | getting sales at $10 a day and you jump |
| 00:07:45 | 00:07:50 | the budget $20 a day doesn't mean you're |
| 00:07:47 | 00:07:52 | gonna start getting more purchases all |
| 00:07:50 | 00:07:54 | right important to remember it's about |
| 00:07:52 | 00:07:56 | finding the sweet spot and the sweet |
| 00:07:54 | 00:07:59 | spot is gonna vary based on the product |
| 00:07:56 | 00:08:03 | based on the offer based on the audience |
| 00:07:59 | 00:08:07 | so 3 ways to scale all right that I'm |
| 00:08:03 | 00:08:12 | gonna cover by budget by campaign budget |
| 00:08:07 | 00:08:14 | optimization and by expansion scaling by |
| 00:08:12 | 00:08:16 | budget for me has to do with the ad set |
| 00:08:14 | 00:08:21 | all right so these are ad set level |
| 00:08:16 | 00:08:23 | scaling tikniques that I've use scaling |
| 00:08:21 | 00:08:26 | by campaign budget optimization is |
| 00:08:23 | 00:08:27 | introducing the new idea of scaling at |
| 00:08:26 | 00:08:30 | the campaign level with your budget |
| 00:08:27 | 00:08:32 | because that's that's a newer concept |
| 00:08:30 | 00:08:34 | and then scaling by expansion we'll tok |
| 00:08:32 | 00:08:37 | about when we get there so scaling |
| 00:08:34 | 00:08:40 | strategy 1 budget increase this is a |
| 00:08:37 | 00:08:42 | beginner level generally it's considered |
| 00:08:40 | 00:08:43 | a beginner level but there's also like a |
| 00:08:42 | 00:08:47 | more advanced level to this and I'm |
| 00:08:43 | 00:08:50 | going to tok about so definitely |
| 00:08:47 | 00:08:51 | recommended for new accounts and your |
| 00:08:50 | 00:08:54 | the increase in your daily budget study |
| 00:08:51 | 00:08:57 | increments over time now I have a |
| 00:08:54 | 00:08:58 | beginner example here and this is what |
| 00:08:57 | 00:09:00 | it would look like right so you start |
| 00:08:58 | 00:09:02 | your ad set of five dollars and then |
| 00:09:00 | 00:09:04 | based on the success of that ad set |
| 00:09:02 | 00:09:08 | within the first two days like getting |
| 00:09:04 | 00:09:10 | good indications of you know a sale or |
| 00:09:08 | 00:09:12 | and any good indications of clicks |
| 00:09:10 | 00:09:14 | because you're probably you know if you |
| 00:09:12 | 00:09:17 | start your ad set at five dollars in two |
| 00:09:14 | 00:09:19 | days you're gonna have spent ten dollars |
| 00:09:17 | 00:09:22 | right you're probably not going to have |
| 00:09:19 | 00:09:25 | multiple sales okay but if you have one |
| 00:09:22 | 00:09:28 | sale and you have good click-through |
| 00:09:25 | 00:09:30 | rate and good clicks then you might as |
| 00:09:28 | 00:09:31 | well scale it because you're gonna have |
| 00:09:30 | 00:09:33 | to put more money in to see if you're |
| 00:09:31 | 00:09:35 | getting more sales it doesn't mean that |
| 00:09:33 | 00:09:36 | you're going to get more sales but you |
| 00:09:35 | 00:09:38 | need to be saved putting more money in |
| 00:09:36 | 00:09:40 | is gonna help you start to scale this so |
| 00:09:38 | 00:09:43 | two days later increasing in to ten |
| 00:09:40 | 00:09:46 | dollars and then now you're gonna start |
| 00:09:43 | 00:09:48 | to be able to see from there because |
| 00:09:46 | 00:09:50 | once you're a $10 a day over the next |
| 00:09:48 | 00:09:53 | two days you'll spend ten twenty dollars |
| 00:09:50 | 00:09:56 | and so if you're you're continuing to |
| 00:09:53 | 00:09:58 | get sales in this point and it's |
| 00:09:56 | 00:10:00 | profitable and you're still getting you |
| 00:09:58 | 00:10:03 | know good clicks and all these other |
| 00:10:00 | 00:10:06 | things then I'm gonna scale again into |
| 00:10:03 | 00:10:07 | eighths to twenty dollars right I'm |
| 00:10:06 | 00:10:10 | doubling the budget because we're still |
| 00:10:07 | 00:10:12 | at small numbers here five to ten is a |
| 00:10:10 | 00:10:14 | double but you only toking about a five |
| 00:10:12 | 00:10:16 | dollar increase right ten to twenty is a |
| 00:10:14 | 00:10:17 | double but again it's a small it's a |
| 00:10:16 | 00:10:21 | small increase okay |
| 00:10:17 | 00:10:24 | overall and then I say time frame locked |
| 00:10:21 | 00:10:27 | in here basically the thing with scaling |
| 00:10:24 | 00:10:30 | gradually is your check your your |
| 00:10:27 | 00:10:33 | training your algorithm because what |
| 00:10:30 | 00:10:36 | Facebook does at the beginning of every |
| 00:10:33 | 00:10:38 | 24 hour period based on your timezone of |
| 00:10:36 | 00:10:40 | when you created your ad account is it's |
| 00:10:38 | 00:10:45 | gonna look at your budget and it's going |
| 00:10:40 | 00:10:47 | to create a it's gonna set its algorithm |
| 00:10:45 | 00:10:51 | to spread your budget evenly across that |
| 00:10:47 | 00:10:54 | day to get as many conversions or get as |
| 00:10:51 | 00:10:56 | many you know results as possible for |
| 00:10:54 | 00:11:00 | your budget so you generally want to be |
| 00:10:56 | 00:11:03 | scaling at the same time because that's |
| 00:11:00 | 00:11:07 | gonna lock in the algorithm into like a |
| 00:11:03 | 00:11:09 | you know a system I guess a system of |
| 00:11:07 | 00:11:11 | the way that you're scaling this so you |
| 00:11:09 | 00:11:14 | can see how the rest of it goes once I |
| 00:11:11 | 00:11:18 | get to $20 you're just increasing $10 |
| 00:11:14 | 00:11:20 | every two days increasing $10 until you |
| 00:11:18 | 00:11:22 | get to the point at $50 where it starts |
| 00:11:20 | 00:11:25 | to make sense to increase by 20% budget |
| 00:11:22 | 00:11:28 | instead because 20% starts to become |
| 00:11:25 | 00:11:30 | bigger and 20% is Facebook's recommended |
| 00:11:28 | 00:11:32 | budget scale for this type of scaling |
| 00:11:30 | 00:11:35 | all right so then I would just I would |
| 00:11:32 | 00:11:38 | keep doing that every two days 20% 20% |
| 00:11:35 | 00:11:41 | 20% this is a longer more gradual |
| 00:11:38 | 00:11:44 | process when it's less risk and it's |
| 00:11:41 | 00:11:47 | it's good for beginners to to get |
| 00:11:44 | 00:11:48 | familiar with Facebook ads and you would |
| 00:11:47 | 00:11:50 | just keep scaling until you found your |
| 00:11:48 | 00:11:53 | sweet spot your sweet spot is gonna be |
| 00:11:50 | 00:11:55 | when like you're gonna notike with your |
| 00:11:53 | 00:11:59 | cost per purchase as you start to scale |
| 00:11:55 | 00:12:02 | is it staying the same is it starting to |
| 00:11:59 | 00:12:06 | get more expensive you know red light |
| 00:12:02 | 00:12:08 | green light yellow freight right now |
| 00:12:06 | 00:12:10 | this is an advanced version of that okay |
| 00:12:08 | 00:12:13 | and recommended only for hot selling |
| 00:12:10 | 00:12:16 | products right so as an advanced example |
| 00:12:13 | 00:12:19 | if you start an ad set at $10 and it's |
| 00:12:16 | 00:12:22 | selling hot right away like you launch |
| 00:12:19 | 00:12:25 | an ad set for $10 and you only I mean |
| 00:12:22 | 00:12:27 | for me so I guess my personal opinion on |
| 00:12:25 | 00:12:30 | what would be hot I want you to a set |
| 00:12:27 | 00:12:35 | for $10 I have two to three sales like |
| 00:12:30 | 00:12:38 | within that first like you know before I |
| 00:12:35 | 00:12:42 | even get to the $10 I've had two sales |
| 00:12:38 | 00:12:44 | okay and I have great clicks and I'm |
| 00:12:42 | 00:12:46 | getting great engagement on the ads then |
| 00:12:44 | 00:12:48 | I'm gonna joy might jump into $20 the |
| 00:12:46 | 00:12:52 | same day depending on how much time is |
| 00:12:48 | 00:12:56 | left in the day right because if it it's |
| 00:12:52 | 00:12:58 | an idea just that I want to give more |
| 00:12:56 | 00:13:01 | money to the budget to go out and find |
| 00:12:58 | 00:13:03 | more people it seems like Facebook has |
| 00:13:01 | 00:13:05 | already dropped in on an audience it |
| 00:13:03 | 00:13:07 | seems like this is a great offer for |
| 00:13:05 | 00:13:10 | this audience then by just giving more |
| 00:13:07 | 00:13:11 | fuel to the fire you should be able to |
| 00:13:10 | 00:13:15 | start adding more purchases right away |
| 00:13:11 | 00:13:17 | so if it's selling hot jump to $20 that |
| 00:13:15 | 00:13:19 | same day and it's selling a little |
| 00:13:17 | 00:13:22 | or like I I'm still getting great |
| 00:13:19 | 00:13:24 | engagement and I've had say like two |
| 00:13:22 | 00:13:27 | purchases on that first day but it took |
| 00:13:24 | 00:13:28 | all the way till the end of the day then |
| 00:13:27 | 00:13:31 | I'll just wait till the next day but I'm |
| 00:13:28 | 00:13:34 | still gonna jump to budget okay now in |
| 00:13:31 | 00:13:37 | $20 if things continue and I get I'm |
| 00:13:34 | 00:13:40 | getting multiple purchases within that |
| 00:13:37 | 00:13:42 | $20 on that next day or even within that |
| 00:13:40 | 00:13:45 | same day next day in the morning I'm |
| 00:13:42 | 00:13:47 | gonna double the budget to $40 all right |
| 00:13:45 | 00:13:50 | and now I'm monitoring the sales if the |
| 00:13:47 | 00:13:52 | cost per purchase jumps high when as |
| 00:13:50 | 00:13:54 | soon as I double the budget then I'm |
| 00:13:52 | 00:13:55 | gonna bring the budget right back down |
| 00:13:54 | 00:13:57 | right this is the risk here and that's |
| 00:13:55 | 00:13:59 | why it's a more advanced strategy cuz |
| 00:13:57 | 00:14:01 | it's not always gonna work but as the |
| 00:13:59 | 00:14:04 | next day in the morning I double my |
| 00:14:01 | 00:14:06 | budget and my cost per purchase remains |
| 00:14:04 | 00:14:09 | the same and I keep getting consistent |
| 00:14:06 | 00:14:12 | sales at that same cost per purchase as |
| 00:14:09 | 00:14:14 | I'm spending this money then that's |
| 00:14:12 | 00:14:16 | fantastik next day I'm gonna double the |
| 00:14:14 | 00:14:17 | budget again alright and I'm gonna I |
| 00:14:16 | 00:14:20 | would just keep doing that |
| 00:14:17 | 00:14:22 | but I'm keep monitoring my sales to see |
| 00:14:20 | 00:14:24 | and you're gonna see your cost per |
| 00:14:22 | 00:14:27 | purpose my cries so maybe it's doing |
| 00:14:24 | 00:14:29 | amazing at $40 and the next day I'd jump |
| 00:14:27 | 00:14:31 | at the 80 and my cost per purchase I'm |
| 00:14:29 | 00:14:33 | still getting purchases but today I was |
| 00:14:31 | 00:14:36 | getting with $5 and now I just jump to |
| 00:14:33 | 00:14:38 | $7 I'm gonna slow my roll a little bit |
| 00:14:36 | 00:14:41 | there unless I still have a really big |
| 00:14:38 | 00:14:43 | profit margin left but if that $2 jump |
| 00:14:41 | 00:14:46 | brings me a lot closer to my target cost |
| 00:14:43 | 00:14:48 | per acquisition I'm gonna slow my roll |
| 00:14:46 | 00:14:50 | on doubling that budget the next day |
| 00:14:48 | 00:14:52 | because it's giving me a good indication |
| 00:14:50 | 00:14:54 | that maybe I'm starting to close in on |
| 00:14:52 | 00:14:57 | the sweet spot of where I should be |
| 00:14:54 | 00:15:00 | where I should be scaling this ad set |
| 00:14:57 | 00:15:02 | because remember this is just one ad set |
| 00:15:00 | 00:15:05 | right you might be running a ad sets |
| 00:15:02 | 00:15:06 | okay and we didn't even get to the point |
| 00:15:05 | 00:15:09 | of toking about look-alikes and |
| 00:15:06 | 00:15:12 | creating new ad sets yet so this is just |
| 00:15:09 | 00:15:15 | on your original ad sets and you're |
| 00:15:12 | 00:15:17 | gonna be wanting to find sweet spots |
| 00:15:15 | 00:15:19 | okay it's not always about a big budget |
| 00:15:17 | 00:15:22 | on one ad set it can be add a lot of |
| 00:15:19 | 00:15:26 | that sets running sweet spot budgets and |
| 00:15:22 | 00:15:29 | very inconsistent sales collectively |
| 00:15:26 | 00:15:30 | automated rules using automated rules in |
| 00:15:29 | 00:15:32 | scaling to be very |
| 00:15:30 | 00:15:37 | effective for time management alright |
| 00:15:32 | 00:15:40 | because it allows you to just set up a |
| 00:15:37 | 00:15:46 | rule that will monitor your ad sets for |
| 00:15:40 | 00:15:49 | you so for example this is one that will |
| 00:15:46 | 00:15:51 | increase your daily budget by 20% like |
| 00:15:49 | 00:15:52 | we toked about and in the beginner |
| 00:15:51 | 00:15:56 | level without you having to actually go |
| 00:15:52 | 00:15:58 | in and do it every single time alright |
| 00:15:56 | 00:16:01 | so this is how you would set it up apply |
| 00:15:58 | 00:16:04 | to and you can see this right inside the |
| 00:16:01 | 00:16:06 | I don't have the ads manager open you |
| 00:16:04 | 00:16:10 | can see this right inside the ads |
| 00:16:06 | 00:16:11 | manager itself you'll see where you can |
| 00:16:10 | 00:16:13 | create a rule and then the way I have it |
| 00:16:11 | 00:16:15 | set up is exactly how you would set it |
| 00:16:13 | 00:16:18 | up inside there so you would apply to |
| 00:16:15 | 00:16:20 | all active ad sets action would be to |
| 00:16:18 | 00:16:22 | increase the daily budget by 20% the |
| 00:16:20 | 00:16:24 | action frequency would be once daily |
| 00:16:22 | 00:16:25 | condition this is always the default |
| 00:16:24 | 00:16:28 | okay |
| 00:16:25 | 00:16:31 | lifetime impressions greater than 8000 |
| 00:16:28 | 00:16:32 | condition to ad set has minimum two |
| 00:16:31 | 00:16:34 | purchases alright so this lets you know |
| 00:16:32 | 00:16:37 | that as it has to at least have |
| 00:16:34 | 00:16:39 | purchases and in condition three keeps |
| 00:16:37 | 00:16:41 | your target cost per purchase where you |
| 00:16:39 | 00:16:44 | want it to be so cost per purchase under |
| 00:16:41 | 00:16:46 | ten dollars time range lasts three days |
| 00:16:44 | 00:16:50 | scheduled daily so this means it's going |
| 00:16:46 | 00:16:54 | to run daily and it's gonna look at the |
| 00:16:50 | 00:16:57 | last three days of data and as long as |
| 00:16:54 | 00:16:59 | my cost per purchase is under $10 I have |
| 00:16:57 | 00:17:00 | more than two purchases and my |
| 00:16:59 | 00:17:03 | impressions are high enough it will |
| 00:17:00 | 00:17:07 | increase my budget twenty percent every |
| 00:17:03 | 00:17:11 | day once I get to the point where my |
| 00:17:07 | 00:17:14 | cost per purchase has reached ten |
| 00:17:11 | 00:17:16 | dollars then it will stop this rule okay |
| 00:17:14 | 00:17:18 | and it'll just continue to sit there so |
| 00:17:16 | 00:17:20 | you would want to set your cost for |
| 00:17:18 | 00:17:21 | purchase a not necessarily your |
| 00:17:20 | 00:17:23 | break-even point you would want to set |
| 00:17:21 | 00:17:25 | it Oh |
| 00:17:23 | 00:17:27 | before that right you would want to set |
| 00:17:25 | 00:17:30 | another point where you're comfortable |
| 00:17:27 | 00:17:31 | if it reaches that you're still making |
| 00:17:30 | 00:17:32 | money that way the rule would turn off |
| 00:17:31 | 00:17:37 | and your ad would just sit there and |
| 00:17:32 | 00:17:39 | you'd be running profitably you can also |
| 00:17:37 | 00:17:43 | create stop-loss rules okay stop walls |
| 00:17:39 | 00:17:44 | being like a term from stok trading |
| 00:17:43 | 00:17:46 | right where you said |
| 00:17:44 | 00:17:50 | wants to make sure that you don't lose |
| 00:17:46 | 00:17:53 | money so this action is turn off ad sets |
| 00:17:50 | 00:17:55 | right and the condition is lifetime |
| 00:17:53 | 00:17:58 | impressions same thing by default and |
| 00:17:55 | 00:18:02 | the second condition much more simple is |
| 00:17:58 | 00:18:03 | if your cost per purchase goes above ten |
| 00:18:02 | 00:18:05 | dollars is the example here but |
| 00:18:03 | 00:18:08 | basically if you whatever your threshold |
| 00:18:05 | 00:18:11 | cost for purchases so as soon as it hits |
| 00:18:08 | 00:18:13 | above that time range looking within the |
| 00:18:11 | 00:18:16 | last three days then it's gonna turn off |
| 00:18:13 | 00:18:19 | the ad sets right so that you could set |
| 00:18:16 | 00:18:24 | as a way to make sure that you're not |
| 00:18:19 | 00:18:27 | going to be spending money at a loss |
| 00:18:24 | 00:18:29 | strategy number two which Facebook seems |
| 00:18:27 | 00:18:31 | to want to phase out but this has always |
| 00:18:29 | 00:18:34 | been kind of the most popular e-commerce |
| 00:18:31 | 00:18:38 | scaling strategy and that's duplicating |
| 00:18:34 | 00:18:40 | ad sets this allows you to jump budgets |
| 00:18:38 | 00:18:42 | more quickly on clear winners and here's |
| 00:18:40 | 00:18:45 | the idea so example if you starting to |
| 00:18:42 | 00:18:47 | add at ten dollars over the first two to |
| 00:18:45 | 00:18:50 | three days you're getting great sales of |
| 00:18:47 | 00:18:53 | let's say in the first three days you |
| 00:18:50 | 00:18:55 | have remember I like to see five sales |
| 00:18:53 | 00:18:57 | so let's say in the first three days you |
| 00:18:55 | 00:19:00 | have five sales okay six dollars cost |
| 00:18:57 | 00:19:03 | purchase then you can duplicate five new |
| 00:19:00 | 00:19:05 | ad sets from that same exact ad set at |
| 00:19:03 | 00:19:07 | twenty dollars a day so basically |
| 00:19:05 | 00:19:08 | doubling the budget and you're not |
| 00:19:07 | 00:19:10 | changing anything |
| 00:19:08 | 00:19:12 | you're just duplicating the ad set |
| 00:19:10 | 00:19:15 | because if you have the strategy and the |
| 00:19:12 | 00:19:20 | idea here is that if you have an ad set |
| 00:19:15 | 00:19:21 | of say 8 million people in it right and |
| 00:19:20 | 00:19:23 | you're running this ad set to 8 million |
| 00:19:21 | 00:19:25 | people and already within the first 3 |
| 00:19:23 | 00:19:28 | days you're getting really good sales |
| 00:19:25 | 00:19:30 | indication then you know that this is a |
| 00:19:28 | 00:19:33 | huge audience and there's a lot more |
| 00:19:30 | 00:19:35 | people in here and so to scale into this |
| 00:19:33 | 00:19:39 | audience more quickly you can create |
| 00:19:35 | 00:19:41 | multiple duplications of the same ad set |
| 00:19:39 | 00:19:44 | so Facebook is just gonna go out now and |
| 00:19:41 | 00:19:46 | start finding more people within that |
| 00:19:44 | 00:19:48 | same audience that are most likely to |
| 00:19:46 | 00:19:52 | purchase it's a way to start covering |
| 00:19:48 | 00:19:55 | more ground in a much quicker way but it |
| 00:19:52 | 00:19:56 | doesn't always work okay so what you |
| 00:19:55 | 00:19:58 | would do then you would keep the |
| 00:19:56 | 00:20:00 | original running right |
| 00:19:58 | 00:20:02 | because in the event that all five don't |
| 00:20:00 | 00:20:04 | work you would turn them all off and go |
| 00:20:02 | 00:20:05 | back to the original and then I would |
| 00:20:04 | 00:20:10 | just use scale and strategy number one |
| 00:20:05 | 00:20:12 | to scale the original okay but if when |
| 00:20:10 | 00:20:14 | you duplicate them you're gonna be |
| 00:20:12 | 00:20:16 | looking for the winning XS hopefully a |
| 00:20:14 | 00:20:19 | few of those ad sets because basically |
| 00:20:16 | 00:20:21 | the idea here right again is that this |
| 00:20:19 | 00:20:24 | is a winning audience that is reacting |
| 00:20:21 | 00:20:26 | well to this product so if i duplicate |
| 00:20:24 | 00:20:28 | more ad sets into the same audience i |
| 00:20:26 | 00:20:31 | should be able to find more winning |
| 00:20:28 | 00:20:32 | pockets of people ready to buy and so |
| 00:20:31 | 00:20:35 | you're you're duplicating and to give |
| 00:20:32 | 00:20:37 | yourself more chances and you're gonna |
| 00:20:35 | 00:20:39 | find the ones that perform and the ones |
| 00:20:37 | 00:20:41 | that don't you'll turn those off quickly |
| 00:20:39 | 00:20:43 | especially as you start duplicating the |
| 00:20:41 | 00:20:44 | higher budgets right because you can see |
| 00:20:43 | 00:20:47 | the strategy here is that you just keep |
| 00:20:44 | 00:20:50 | duplicating until you find a sweet spot |
| 00:20:47 | 00:20:54 | of total ad sets versus total budget so |
| 00:20:50 | 00:20:56 | I would keep duplicating and once you |
| 00:20:54 | 00:20:59 | have assets working after the next |
| 00:20:56 | 00:21:00 | higher level writes to say I duplicate |
| 00:20:59 | 00:21:02 | here to five new assets and three of |
| 00:21:00 | 00:21:05 | them start getting sales right away and |
| 00:21:02 | 00:21:08 | I'm looking really good okay fantastik I |
| 00:21:05 | 00:21:11 | would let both of these run for two days |
| 00:21:08 | 00:21:13 | as long as these prove consistent then |
| 00:21:11 | 00:21:15 | I'm gonna turn off the original and let |
| 00:21:13 | 00:21:17 | these keep running now I'll take each of |
| 00:21:15 | 00:21:21 | these ad sets and duplicate them again |
| 00:21:17 | 00:21:23 | and at a higher budget and repeat the |
| 00:21:21 | 00:21:25 | same strategy as long as the ad sets |
| 00:21:23 | 00:21:27 | keep getting sale so I'm gonna keep them |
| 00:21:25 | 00:21:30 | running and turn off the original if |
| 00:21:27 | 00:21:33 | they're not getting sales then I'm going |
| 00:21:30 | 00:21:39 | to turn them off and just go back to the |
| 00:21:33 | 00:21:42 | ones that I already had right and you |
| 00:21:39 | 00:21:43 | can see that it just goes until you find |
| 00:21:42 | 00:21:45 | a sweet spot you're gonna know the sweet |
| 00:21:43 | 00:21:47 | spot because your cost per purchase is |
| 00:21:45 | 00:21:49 | going to keep increasing I generally |
| 00:21:47 | 00:21:51 | write if it doesn't then that's |
| 00:21:49 | 00:21:54 | fantastik but generally as you go from |
| 00:21:51 | 00:21:56 | say twenty to fifty dollars your Adsense |
| 00:21:54 | 00:21:59 | at the duplicated fifty dollar a day |
| 00:21:56 | 00:22:00 | level my beginning sales but they might |
| 00:21:59 | 00:22:02 | be getting sales as a higher cost for |
| 00:22:00 | 00:22:05 | purchase so again it's all about that |
| 00:22:02 | 00:22:06 | target acquisition cost if you're if |
| 00:22:05 | 00:22:08 | you're starting to close in on your |
| 00:22:06 | 00:22:09 | target acquisition and getting closer to |
| 00:22:08 | 00:22:11 | it as you're duplicating the higher |
| 00:22:09 | 00:22:12 | budgets then |
| 00:22:11 | 00:22:14 | you want to stop duplicating right |
| 00:22:12 | 00:22:17 | because if you keep duplicating you're |
| 00:22:14 | 00:22:19 | gonna force you're gonna force it to not |
| 00:22:17 | 00:22:22 | work it's gonna become not profitable |
| 00:22:19 | 00:22:24 | because you forced it so instead look |
| 00:22:22 | 00:22:26 | for that sweet spot within your target |
| 00:22:24 | 00:22:27 | acquisition and then and then keep it |
| 00:22:26 | 00:22:29 | there |
| 00:22:27 | 00:22:31 | and you could always duplicate out more |
| 00:22:29 | 00:22:34 | as such at the existing budget just to |
| 00:22:31 | 00:22:36 | cover more ground right so if if I find |
| 00:22:34 | 00:22:39 | that 50 dollars a day is the sweet spot |
| 00:22:36 | 00:22:41 | here I don't need to duplicate to $100 a |
| 00:22:39 | 00:22:44 | day necessarily I can duplicate five new |
| 00:22:41 | 00:22:47 | ad sets at $50 a day again and just have |
| 00:22:44 | 00:22:49 | a lot of that since running at $50 a day |
| 00:22:47 | 00:22:54 | and then just let them run and keep them |
| 00:22:49 | 00:22:57 | consistent scaling strategy number three |
| 00:22:54 | 00:23:00 | is called manual bidding this is now |
| 00:22:57 | 00:23:03 | basically considered those calls with |
| 00:23:00 | 00:23:05 | bid cap this is this is the highest risk |
| 00:23:03 | 00:23:09 | type of scaling because it requires |
| 00:23:05 | 00:23:12 | constant monitoring and it's something |
| 00:23:09 | 00:23:15 | that allows you to take winning ad sets |
| 00:23:12 | 00:23:19 | and have more control so what you can do |
| 00:23:15 | 00:23:24 | here is take your winning ad sets from |
| 00:23:19 | 00:23:25 | any campaign right so say you have a few |
| 00:23:24 | 00:23:27 | assets that are doing well in your |
| 00:23:25 | 00:23:30 | testing page and you want to scale hard |
| 00:23:27 | 00:23:34 | and quickly you could take all those |
| 00:23:30 | 00:23:36 | assets combined them into one ad set all |
| 00:23:34 | 00:23:37 | right one big ad set together because |
| 00:23:36 | 00:23:40 | you know they're all winning ad sets |
| 00:23:37 | 00:23:43 | okay so you combine them all into one ad |
| 00:23:40 | 00:23:45 | set together and then you set a big cap |
| 00:23:43 | 00:23:47 | at 3 times whatever your cost per |
| 00:23:45 | 00:23:51 | purchase was so say you're gonna average |
| 00:23:47 | 00:23:53 | it out right so you had 3 ad sets that |
| 00:23:51 | 00:23:55 | one was getting 8 dollars one was |
| 00:23:53 | 00:23:57 | getting 10 one was getting 9 for simple |
| 00:23:55 | 00:24:00 | purposes so take a nine dollar average |
| 00:23:57 | 00:24:02 | cost for purchase set your big hat for |
| 00:24:00 | 00:24:04 | three times so you'd set it for $27 set |
| 00:24:02 | 00:24:07 | your daily budget at least 10 times your |
| 00:24:04 | 00:24:09 | bid okay it's the bigger the audience |
| 00:24:07 | 00:24:12 | the higher you should jump right away |
| 00:24:09 | 00:24:13 | really because you can monitor it I mean |
| 00:24:12 | 00:24:16 | it does require constant monitoring so |
| 00:24:13 | 00:24:17 | you don't lose money but chances are |
| 00:24:16 | 00:24:20 | you're gonna be watching it closely |
| 00:24:17 | 00:24:23 | so you could say 27 dollars and then you |
| 00:24:20 | 00:24:24 | set your daily budget for 500 dollars |
| 00:24:23 | 00:24:26 | right |
| 00:24:24 | 00:24:27 | at least 500 you should especially if |
| 00:24:26 | 00:24:30 | the audience turns out to be like 20 |
| 00:24:27 | 00:24:33 | million people you can send $4,000 right |
| 00:24:30 | 00:24:35 | off the bat and then watch very closely |
| 00:24:33 | 00:24:40 | as you turn them as and turn this ad set |
| 00:24:35 | 00:24:43 | on okay if you're not getting traffic at |
| 00:24:40 | 00:24:45 | your cost per purchase then you want to |
| 00:24:43 | 00:24:48 | raise your bid okay so you could raise |
| 00:24:45 | 00:24:50 | your bid by $1 because you can raise |
| 00:24:48 | 00:24:53 | your bids in real time with this method |
| 00:24:50 | 00:24:55 | and Facebook will either start sending |
| 00:24:53 | 00:24:58 | you traffic or not sending traffic so if |
| 00:24:55 | 00:25:00 | you are not getting traffic then it |
| 00:24:58 | 00:25:03 | means your bids Nahanni if you are |
| 00:25:00 | 00:25:06 | getting traffic but you're getting |
| 00:25:03 | 00:25:12 | traffic it like buy too much traffic at |
| 00:25:06 | 00:25:16 | once then you can lower your bid okay |
| 00:25:12 | 00:25:18 | generally the idea here is that in the |
| 00:25:16 | 00:25:21 | beginning when when you're running it I |
| 00:25:18 | 00:25:23 | mean it so here's your's okay because |
| 00:25:21 | 00:25:26 | it's an auction based system the way the |
| 00:25:23 | 00:25:29 | facebook works is it's only supposed to |
| 00:25:26 | 00:25:32 | charge you whatever the minimum cost was |
| 00:25:29 | 00:25:35 | to convert that sale so even the the |
| 00:25:32 | 00:25:37 | point of bidding so much higher is |
| 00:25:35 | 00:25:39 | because you're bullying the auction okay |
| 00:25:37 | 00:25:43 | you're basically coming in and saying |
| 00:25:39 | 00:25:45 | I'm going to spend more to win this |
| 00:25:43 | 00:25:48 | auction and then you win the auction and |
| 00:25:45 | 00:25:50 | Facebook is only going to charge you |
| 00:25:48 | 00:25:52 | whatever your true conversion cost was |
| 00:25:50 | 00:25:54 | that's in theory the way it's supposed |
| 00:25:52 | 00:25:56 | to work okay but you need to launch it |
| 00:25:54 | 00:25:57 | closely because sometimes Facebook is |
| 00:25:56 | 00:25:59 | crazy and it's just gonna start charging |
| 00:25:57 | 00:26:01 | and really high cost per purchase if it |
| 00:25:59 | 00:26:03 | is charged me to a higher cost per |
| 00:26:01 | 00:26:06 | purchase you can start bringing your bid |
| 00:26:03 | 00:26:08 | down but you also need to understand on |
| 00:26:06 | 00:26:10 | a new campaign like this that 50 |
| 00:26:08 | 00:26:13 | conversions is your target to optimize |
| 00:26:10 | 00:26:15 | right you need 50 conversions to hit the |
| 00:26:13 | 00:26:18 | learning phase so what you want to have |
| 00:26:15 | 00:26:20 | this set to a one-day cap or one day |
| 00:26:18 | 00:26:21 | window right not the seven-day you want |
| 00:26:20 | 00:26:23 | to have this set to a one day window |
| 00:26:21 | 00:26:25 | because you want to be optimizing off of |
| 00:26:23 | 00:26:27 | people that are purchasing that day once |
| 00:26:25 | 00:26:32 | you hit 50 conversions okay |
| 00:26:27 | 00:26:34 | then your CPP should like level out it |
| 00:26:32 | 00:26:37 | should drop in fact I know some people |
| 00:26:34 | 00:26:40 | that run this and they will run |
| 00:26:37 | 00:26:41 | I cost per purchase just so they can hit |
| 00:26:40 | 00:26:43 | the 50 conversions because they know |
| 00:26:41 | 00:26:46 | once they hit the 50 conversions it's |
| 00:26:43 | 00:26:49 | gonna be a lot more stable all right so |
| 00:26:46 | 00:26:51 | this this is an advanced thing and it's |
| 00:26:49 | 00:26:53 | gonna require some testing and some |
| 00:26:51 | 00:26:56 | tweaking but this is the basic strategy |
| 00:26:53 | 00:26:58 | of how you would run this it's just all |
| 00:26:56 | 00:27:01 | about your risk tolerance and if if you |
| 00:26:58 | 00:27:03 | really want to if you really want to sit |
| 00:27:01 | 00:27:06 | there and watch your ads all day I don't |
| 00:27:03 | 00:27:08 | I have used this before and it can work |
| 00:27:06 | 00:27:11 | really well I still have the Facebook |
| 00:27:08 | 00:27:15 | video on YouTube using this strategy |
| 00:27:11 | 00:27:19 | from before but personally I find that I |
| 00:27:15 | 00:27:21 | don't like it as much just as a just as |
| 00:27:19 | 00:27:23 | the lifestyle of how I am is an |
| 00:27:21 | 00:27:26 | advertiser or an entrepreneur it's just |
| 00:27:23 | 00:27:29 | not my style to sit in front of a |
| 00:27:26 | 00:27:31 | computer and watch my vids all day so |
| 00:27:29 | 00:27:33 | that's that'll be completely up to you |
| 00:27:31 | 00:27:36 | if you want to try this or not but this |
| 00:27:33 | 00:27:39 | strategy can certainly bring you into |
| 00:27:36 | 00:27:40 | big numbers very quickly if you have a |
| 00:27:39 | 00:27:43 | large enough audience and you have |
| 00:27:40 | 00:27:45 | enough data to prove that these are |
| 00:27:43 | 00:27:48 | winning ad sets you're combining |
| 00:27:45 | 00:27:51 | together now scaling by campaign budget |
| 00:27:48 | 00:27:52 | optimization which is still basically |
| 00:27:51 | 00:27:54 | scaling by budget but it's different |
| 00:27:52 | 00:27:56 | because you're not scaling at the ads |
| 00:27:54 | 00:27:58 | that level anymore I already toked |
| 00:27:56 | 00:28:00 | about what campaign budget optimization |
| 00:27:58 | 00:28:02 | is it's when instead of putting the |
| 00:28:00 | 00:28:05 | budget at the outset you're putting the |
| 00:28:02 | 00:28:07 | budget at the campaign so changes the |
| 00:28:05 | 00:28:08 | way that you would scale alright here's |
| 00:28:07 | 00:28:10 | what it would look like |
| 00:28:08 | 00:28:13 | all right you would take the winning |
| 00:28:10 | 00:28:19 | assets you had from your test campaign |
| 00:28:13 | 00:28:21 | okay and and this is this is from your |
| 00:28:19 | 00:28:24 | initial test right just like your |
| 00:28:21 | 00:28:25 | whatever your five ten dollar budgets |
| 00:28:24 | 00:28:28 | that you testing but you would want to |
| 00:28:25 | 00:28:32 | have enough data right to prove that |
| 00:28:28 | 00:28:33 | these were actual winning headsets so |
| 00:28:32 | 00:28:38 | you would take your winning ad sets and |
| 00:28:33 | 00:28:39 | you would create two new CBO conversion |
| 00:28:38 | 00:28:42 | campaigns both of them would be |
| 00:28:39 | 00:28:44 | optimized purchased and your split |
| 00:28:42 | 00:28:48 | testing the ad created basically at this |
| 00:28:44 | 00:28:50 | level so the reason that this is mad |
| 00:28:48 | 00:28:53 | is good to do here even though you have |
| 00:28:50 | 00:28:55 | these these winning ad sets is because |
| 00:28:53 | 00:28:57 | now you're when you're creating this |
| 00:28:55 | 00:29:00 | campaign budget optimization you're like |
| 00:28:57 | 00:29:02 | moving into a phase where Facebook has a |
| 00:29:00 | 00:29:04 | lot of control on where its optimizing |
| 00:29:02 | 00:29:06 | so you want to make sure you're going |
| 00:29:04 | 00:29:09 | with the best ad set before you start or |
| 00:29:06 | 00:29:11 | the best creative before you start to |
| 00:29:09 | 00:29:12 | scale so you can split test the ad |
| 00:29:11 | 00:29:14 | creative or just split test a thumbnail |
| 00:29:12 | 00:29:17 | or something $100 budget on both |
| 00:29:14 | 00:29:19 | conversion campaigns this is a hundred |
| 00:29:17 | 00:29:22 | dollar budget set at the campaign level |
| 00:29:19 | 00:29:27 | right so you would have multiple ad sets |
| 00:29:22 | 00:29:28 | and you would have the hundred dollars |
| 00:29:27 | 00:29:32 | set here and it would be splitting |
| 00:29:28 | 00:29:34 | across these okay and then you're |
| 00:29:32 | 00:29:36 | finding a winner all right whichever one |
| 00:29:34 | 00:29:37 | wins I mean chances are they're not both |
| 00:29:36 | 00:29:40 | gonna win if they both do win and that's |
| 00:29:37 | 00:29:41 | fantastik but you're looking really for |
| 00:29:40 | 00:29:44 | the winner out of the two of them and |
| 00:29:41 | 00:29:47 | then you're gonna duplicate it into |
| 00:29:44 | 00:29:49 | conversion can CBO campaigns for regions |
| 00:29:47 | 00:29:52 | now this is if you're scaling into |
| 00:29:49 | 00:29:54 | regions right so if you're stealing in |
| 00:29:52 | 00:29:55 | the regions you can do top countries and |
| 00:29:54 | 00:29:57 | the rest of the world if you're only |
| 00:29:55 | 00:30:00 | selling into like the US or you're only |
| 00:29:57 | 00:30:02 | selling into the top five countries or |
| 00:30:00 | 00:30:03 | something then you can just keep them |
| 00:30:02 | 00:30:06 | all together |
| 00:30:03 | 00:30:08 | but if you are scaling worldwide this is |
| 00:30:06 | 00:30:10 | where I would I would separate them out |
| 00:30:08 | 00:30:12 | here to where you think your best |
| 00:30:10 | 00:30:15 | performers are versus just to other |
| 00:30:12 | 00:30:18 | areas you want to test and duplicate it |
| 00:30:15 | 00:30:20 | and then you're gonna be monitoring your |
| 00:30:18 | 00:30:22 | ad sets cuz you can still turn off ad |
| 00:30:20 | 00:30:25 | sets the thing is you can't control the |
| 00:30:22 | 00:30:27 | budget on the ad sets but if you find an |
| 00:30:25 | 00:30:30 | asset that's not performing versus the |
| 00:30:27 | 00:30:32 | others that are you can turn off the ad |
| 00:30:30 | 00:30:34 | set that's not performing and then now |
| 00:30:32 | 00:30:38 | that you have your your winning |
| 00:30:34 | 00:30:41 | conversion your winning the CBO |
| 00:30:38 | 00:30:43 | campaigns running now I would just move |
| 00:30:41 | 00:30:52 | to a budget increase to continue scaling |
| 00:30:43 | 00:30:54 | then this will be updated more as we I |
| 00:30:52 | 00:30:55 | don't know that I would recommend this |
| 00:30:54 | 00:30:58 | yet you might want to play around with |
| 00:30:55 | 00:31:00 | this idea as you start to find winning |
| 00:30:58 | 00:31:02 | products and winning ad sets because it |
| 00:31:00 | 00:31:05 | is moving towards |
| 00:31:02 | 00:31:09 | campaign budget optimization but this |
| 00:31:05 | 00:31:13 | will be updated as we get closer with |
| 00:31:09 | 00:31:15 | with some more more evidence and more |
| 00:31:13 | 00:31:18 | experience to back it because it's still |
| 00:31:15 | 00:31:21 | a fairly new strategy now scaling by |
| 00:31:18 | 00:31:22 | expansion is different than budget |
| 00:31:21 | 00:31:24 | because this is where we start to find |
| 00:31:22 | 00:31:25 | new audiences to reach into with test |
| 00:31:24 | 00:31:29 | all right |
| 00:31:25 | 00:31:32 | so scaling by expansion number one is |
| 00:31:29 | 00:31:34 | worldwide target a few different ways |
| 00:31:32 | 00:31:37 | we've kind of already toked about this |
| 00:31:34 | 00:31:39 | but you can scale massive worldwide |
| 00:31:37 | 00:31:41 | targeting where you just set world wide |
| 00:31:39 | 00:31:44 | and then exclude all countries or |
| 00:31:41 | 00:31:46 | continents you don't want to target you |
| 00:31:44 | 00:31:49 | can do countries by campaign or you |
| 00:31:46 | 00:31:52 | could do world regions personally I like |
| 00:31:49 | 00:31:55 | doing world regions okay when I go to |
| 00:31:52 | 00:31:56 | scale into worldwide targeting then I |
| 00:31:55 | 00:32:00 | use the ones that you're looking at |
| 00:31:56 | 00:32:01 | there so generally I I start by |
| 00:32:00 | 00:32:04 | targeting top tier what I mean by that |
| 00:32:01 | 00:32:07 | is like top tier impacted countries and |
| 00:32:04 | 00:32:08 | then if it's a product that's doing |
| 00:32:07 | 00:32:11 | really well |
| 00:32:08 | 00:32:18 | I will also scale into the world regions |
| 00:32:11 | 00:32:23 | okay look-alike audiences is the main |
| 00:32:18 | 00:32:25 | one for expansion this is where you are |
| 00:32:23 | 00:32:28 | going to create a lot of your money is |
| 00:32:25 | 00:32:30 | in the look like audiences so some of |
| 00:32:28 | 00:32:33 | the ways that you can create look like |
| 00:32:30 | 00:32:35 | audiences are on the video views so you |
| 00:32:33 | 00:32:38 | can use video use custom engagement |
| 00:32:35 | 00:32:40 | audiences I showed you what those who |
| 00:32:38 | 00:32:46 | are earlier to create local eggs from |
| 00:32:40 | 00:32:49 | your campaigns I'm gonna cover this |
| 00:32:46 | 00:32:52 | specifically as a strategy but you can |
| 00:32:49 | 00:32:55 | create local eggs for also your main |
| 00:32:52 | 00:32:57 | events like view content well you should |
| 00:32:55 | 00:32:59 | that you want me rephrase that |
| 00:32:57 | 00:33:01 | definitely create local eggs for your |
| 00:32:59 | 00:33:06 | main events view content Add to Cart |
| 00:33:01 | 00:33:10 | initiate checkout add payment info |
| 00:33:06 | 00:33:12 | purchase okay you can as you know you |
| 00:33:10 | 00:33:16 | need at least a hundred events per to to |
| 00:33:12 | 00:33:16 | actually create a |
| 00:33:16 | 00:33:20 | to actually create a look like from the |
| 00:33:18 | 00:33:22 | custom event but basically what you're |
| 00:33:20 | 00:33:24 | going to want to do is set up a custom |
| 00:33:22 | 00:33:26 | audience for each one of these based on |
| 00:33:24 | 00:33:28 | the product ID based on the conversion |
| 00:33:26 | 00:33:30 | event so you'll take your product that |
| 00:33:28 | 00:33:32 | dude you'll take your conversion event |
| 00:33:30 | 00:33:34 | and then you'll you'll set up your |
| 00:33:32 | 00:33:36 | audience all right and then once your |
| 00:33:34 | 00:33:39 | audience has enough conversion events at |
| 00:33:36 | 00:33:42 | least a hundred you can go in and select |
| 00:33:39 | 00:33:45 | that audience to create look-alike okay |
| 00:33:42 | 00:33:49 | when you create to look like you're |
| 00:33:45 | 00:33:52 | gonna do it by region and country and so |
| 00:33:49 | 00:33:55 | you might be creating localized only in |
| 00:33:52 | 00:33:57 | the US or maybe in worldwide regions or |
| 00:33:55 | 00:34:00 | maybe in the top-tier countries again |
| 00:33:57 | 00:34:02 | that's up to you but you're gonna you |
| 00:34:00 | 00:34:04 | can have multiple options here I mean if |
| 00:34:02 | 00:34:06 | you're selling dropship products that |
| 00:34:04 | 00:34:08 | can be shipped around the world then you |
| 00:34:06 | 00:34:11 | could have look like for each one of |
| 00:34:08 | 00:34:13 | these one two three four five purchase |
| 00:34:11 | 00:34:17 | event or conversion events you could be |
| 00:34:13 | 00:34:19 | doing that from one to ten percent which |
| 00:34:17 | 00:34:21 | would be ten times five so you would |
| 00:34:19 | 00:34:23 | have fifty audiences here and then if |
| 00:34:21 | 00:34:25 | you're scaling into the three worldwide |
| 00:34:23 | 00:34:28 | regions we toked about here that's a |
| 00:34:25 | 00:34:29 | hundred and fifty conversion |
| 00:34:28 | 00:34:32 | well that's one hundred and fifty book |
| 00:34:29 | 00:34:34 | like audiences for you to test right so |
| 00:34:32 | 00:34:36 | that's that's a lot of audiences and |
| 00:34:34 | 00:34:39 | that's where you can start to really |
| 00:34:36 | 00:34:39 | build up a lot of audiences that can |
| 00:34:39 | 00:34:41 | help you |
| 00:34:39 | 00:34:43 | you know you launch a bunch of they're |
| 00:34:41 | 00:34:45 | not all gonna work right but you launch |
| 00:34:43 | 00:34:47 | a bunch of these audiences on a top |
| 00:34:45 | 00:34:49 | performing product and you launch it at |
| 00:34:47 | 00:34:51 | small budgets you turn off the ones that |
| 00:34:49 | 00:34:54 | aren't right we use the same ad set |
| 00:34:51 | 00:34:57 | principle for all of them you turn off |
| 00:34:54 | 00:34:59 | the one siddharth and then you've scaled |
| 00:34:57 | 00:35:01 | the ones that do and you could end up |
| 00:34:59 | 00:35:06 | with a lot of that sets running that are |
| 00:35:01 | 00:35:10 | all bringing in profitable sales and |
| 00:35:06 | 00:35:12 | final expansion is interest placements |
| 00:35:10 | 00:35:13 | and objectives all right I toked about |
| 00:35:12 | 00:35:16 | this a little bit in the audience |
| 00:35:13 | 00:35:19 | section where interest and objective can |
| 00:35:16 | 00:35:22 | help you reach different people but |
| 00:35:19 | 00:35:23 | taking your best converting interest of |
| 00:35:22 | 00:35:26 | course then you can put them in the |
| 00:35:23 | 00:35:29 | audience insights to find new interests |
| 00:35:26 | 00:35:31 | placements is when you can start |
| 00:35:29 | 00:35:33 | somewhere you're testing but you can |
| 00:35:31 | 00:35:35 | start scaling out into new placements |
| 00:35:33 | 00:35:39 | you can run desk top right column |
| 00:35:35 | 00:35:43 | messenger Instagram and then objective |
| 00:35:39 | 00:35:47 | is when you have been running an ad for |
| 00:35:43 | 00:35:49 | a while and then is starting to maybe |
| 00:35:47 | 00:35:50 | it's starting to reach like it's it's |
| 00:35:49 | 00:35:51 | dying down |
| 00:35:50 | 00:35:53 | you could start scaling into different |
| 00:35:51 | 00:35:55 | objectives I got the cart and initiate |
| 00:35:53 | 00:35:57 | checkout because they might start |
| 00:35:55 | 00:36:00 | bringing you a whole new set of results |
| 00:35:57 | 00:36:03 | from people that you hadn't reached yet |
| 00:36:00 | 00:36:04 | okay because one face to face book books |
| 00:36:03 | 00:36:06 | that your objective it's gonna look at |
| 00:36:04 | 00:36:08 | that as different people that might |
| 00:36:06 | 00:36:09 | convert differently so it will reach |
| 00:36:08 | 00:36:15 | different pockets of the same audience |
| 00:36:09 | 00:36:17 | alright all these together are you like |
| 00:36:15 | 00:36:20 | you use them together you know you use |
| 00:36:17 | 00:36:23 | budget in coordination with these |
| 00:36:20 | 00:36:25 | versions as well because once you start |
| 00:36:23 | 00:36:27 | watching here look-alikes right based on |
| 00:36:25 | 00:36:29 | the look-alikes that perform you're |
| 00:36:27 | 00:36:30 | going to want to scale them somehow so |
| 00:36:29 | 00:36:32 | you might be duplicating assets with all |
| 00:36:30 | 00:36:34 | your look-alikes so you can see how it |
| 00:36:32 | 00:36:36 | was it'll start to become a lot of work |
| 00:36:34 | 00:36:38 | and very time-intensive to to really |
| 00:36:36 | 00:36:41 | scale and there's automation software's |
| 00:36:38 | 00:36:43 | out there like at espresso reveal bots |
| 00:36:41 | 00:36:46 | and things that will help you scale and |
| 00:36:43 | 00:36:48 | monitor your ads better but it's up to |
| 00:36:46 | 00:36:51 | you how you want to do that so once you |
| 00:36:48 | 00:36:54 | start scaling these for example right if |
| 00:36:51 | 00:36:56 | you start scaling all your conversion |
| 00:36:54 | 00:37:00 | events into different regions on |
| 00:36:56 | 00:37:03 | percentages one to ten now you start |
| 00:37:00 | 00:37:05 | duplicating the best performing ones you |
| 00:37:03 | 00:37:07 | can end up with hundreds of ad sets on a |
| 00:37:05 | 00:37:09 | winning product alright now that's on a |
| 00:37:07 | 00:37:11 | winning product that's doing really |
| 00:37:09 | 00:37:14 | really well you're only going to start |
| 00:37:11 | 00:37:17 | taking these moves and making making all |
| 00:37:14 | 00:37:20 | these extra audiences if the original |
| 00:37:17 | 00:37:22 | testing is profitable and showing good |
| 00:37:20 | 00:37:23 | signs and if it is then you can start |
| 00:37:22 | 00:37:30 | branching out into all these other |
| 00:37:23 | 00:37:32 | audiences scaling factors frequency high |
| 00:37:30 | 00:37:34 | frequency means you should change to |
| 00:37:32 | 00:37:36 | creative because people have been seeing |
| 00:37:34 | 00:37:39 | it over and over and over again so keep |
| 00:37:36 | 00:37:41 | it fresh rotating and new creative and |
| 00:37:39 | 00:37:43 | relevant score I don't really care about |
| 00:37:41 | 00:37:45 | as much but the |
| 00:37:43 | 00:37:47 | if your relevance score starts to drop |
| 00:37:45 | 00:37:48 | again you should change your creative |
| 00:37:47 | 00:37:50 | because it's probably just from people |
| 00:37:48 | 00:37:52 | getting tired of seeing the same thing |
| 00:37:50 | 00:37:54 | and like I already said not every |
| 00:37:52 | 00:37:56 | product it's gonna be able to scale the |
| 00:37:54 | 00:37:58 | big budgets that's why it's not always |
| 00:37:56 | 00:38:01 | about the budget it's about the amount |
| 00:37:58 | 00:38:04 | of audiences all right and some |
| 00:38:01 | 00:38:06 | audiences will be smaller some products |
| 00:38:04 | 00:38:09 | won't we'll just cap out based on demand |
| 00:38:06 | 00:38:12 | so don't try to force something that's |
| 00:38:09 | 00:38:13 | like if you're at a profitable ROI and |
| 00:38:12 | 00:38:15 | you try to force it too hard you might |
| 00:38:13 | 00:38:18 | end up killing it and making it |
| 00:38:15 | 00:38:21 | unprofitable okay so all of these things |
| 00:38:18 | 00:38:22 | go together and the scaling video was |
| 00:38:21 | 00:38:25 | actually shorter than the testing |
| 00:38:22 | 00:38:27 | because scaling is not as difficult if |
| 00:38:25 | 00:38:28 | you know how to test your product if you |
| 00:38:27 | 00:38:31 | have a good product that's selling well |
| 00:38:28 | 00:38:33 | it's it's not all that difficult to |
| 00:38:31 | 00:38:37 | scale it to a certain level right I'm |
| 00:38:33 | 00:38:39 | not gonna make it so I managing managing |
| 00:38:37 | 00:38:41 | big budgets and high spent is a whole |
| 00:38:39 | 00:38:43 | different thing okay and that's not what |
| 00:38:41 | 00:38:45 | this free training is for right that's |
| 00:38:43 | 00:38:47 | that's that's a different level of |
| 00:38:45 | 00:38:49 | education that's a different level that |
| 00:38:47 | 00:38:52 | you have to invest in if you want to |
| 00:38:49 | 00:38:55 | start toking about spending high |
| 00:38:52 | 00:38:57 | budgets and and high scale but and |
| 00:38:55 | 00:38:59 | that's why econ Empires has different |
| 00:38:57 | 00:39:01 | levels of education this is a free |
| 00:38:59 | 00:39:04 | course this is meant to give you what |
| 00:39:01 | 00:39:06 | you need to get six-figure months okay |
| 00:39:04 | 00:39:08 | and scaling to six-figure months you |
| 00:39:06 | 00:39:11 | have everything you need within these |
| 00:39:08 | 00:39:13 | strategies to start doing it and then |
| 00:39:11 | 00:39:18 | and then scaling higher than that |
| 00:39:13 | 00:39:20 | doesn't it I would say in my experience |
| 00:39:18 | 00:39:23 | working with people and and toking with |
| 00:39:20 | 00:39:25 | people and from my own spending that I |
| 00:39:23 | 00:39:27 | think it's not necessarily about a |
| 00:39:25 | 00:39:29 | difference too much in strategy it's |
| 00:39:27 | 00:39:31 | just about understanding performance |
| 00:39:29 | 00:39:33 | it's about understanding how to manage |
| 00:39:31 | 00:39:35 | spend it's about understanding how to |
| 00:39:33 | 00:39:37 | manage all your creatives and how to |
| 00:39:35 | 00:39:39 | manage a full campaign and really |
| 00:39:37 | 00:39:43 | understand what you're doing at a level |
| 00:39:39 | 00:39:47 | of of performance marketing right so |
| 00:39:43 | 00:39:50 | that's why for higher level training I |
| 00:39:47 | 00:39:55 | have somebody that's coming in to add as |
| 00:39:50 | 00:39:57 | well with with millions of dollars have |
| 00:39:55 | 00:39:58 | spent under his belt right |
| 00:39:57 | 00:40:01 | millions of dollars of spending and |
| 00:39:58 | 00:40:03 | really high spend on on certain days and |
| 00:40:01 | 00:40:06 | months that he's been able to |
| 00:40:03 | 00:40:08 | effectively manage a lot of money it's |
| 00:40:06 | 00:40:11 | you know it's it's organization you have |
| 00:40:08 | 00:40:13 | to have a certain mind for it to be able |
| 00:40:11 | 00:40:15 | to run ads at that high level and spend |
| 00:40:13 | 00:40:18 | that much so you know that's why that |
| 00:40:15 | 00:40:21 | will be included and there will also be |
| 00:40:18 | 00:40:24 | an opportunity for anybody within the |
| 00:40:21 | 00:40:26 | academy to invest in higher education to |
| 00:40:24 | 00:40:28 | be able to take it to the next level if |
| 00:40:26 | 00:40:31 | you want to but this is definitely |
| 00:40:28 | 00:40:35 | enough from what we've covered to get |
| 00:40:31 | 00:40:37 | you to five and six figure months and to |
| 00:40:35 | 00:40:40 | be able to do seven figure years of |
| 00:40:37 | 00:40:42 | course as well so that's everything for |
| 00:40:40 | 00:40:44 | this in the last video for Facebook ads |
| 00:40:42 | 00:40:46 | we're gonna wrap up by toking about our |
| 00:40:44 | 00:40:49 | cool strategy with video marketing I |
| 00:40:46 | 00:40:49 | will see you in the next video |
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