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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!

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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