The No Waste Approach to Facebook Ads

How to Scale Facebook Ads In 3 Easy Ways


Scaling your Facebook ads means increasing your ad spend while keeping your returns positive, which can be challenging for most online marketers. 

Everything changes rapidly in the Facebook advertising world, and you need to constantly adapt your tactics and strategies to updates in the Instagram algorithm and Facebook’s Ads Manager. Most importantly, you need to be constantly developing new campaigns and ad creatives to fight ad fatigue.

So how can you effectively scale Facebook ads and improve your ad results with upRive? Read on to find out.

3 Steps to Scale Your Facebook Ad Campaign

The strategy for scaling your Facebook ads involves three main steps: increasing the ad budget, increasing the audience size, and developing new ad creatives.

Let’s take a look at each step in more detail.

Step 1: Increase Your Budget

Increasing the budget is the most important step in scaling advertising campaigns. Whether you are setting daily or monthly budgets, scaling Facebook ads means investing more money into the platform to drive more results.

Here are a few ways to increase your Facebook ad budgets:

  1. Increasing Spending on the Most Profitable Audience Segments

Prior to increasing the Facebook ad campaign budgets, it is important to assess whether the extra dollars will improve the conversion rate or simply increase the cost per purchase.

We recommend checking your campaign’s frequency metric (you can find it in the “Delivery” report in your Facebook Ads Manager). If your ad frequency is higher than 6, you should not increase your entire campaign’s budget, as the ad will simply reach the same people more times. You don’t want to make the mistake of making your audience grow tired of your ads due to overexposure.

To overcome the issue, you can try increasing the spending on the most profitable audience segments rather than the entire campaign. Split-testing with upRive is a great way to discover the optimal audience to scale your Facebook ads successfully. Read our article on how to determine your most profitable audience segments.

  1. Automating Budget Increase

It’s a good idea to add the extra budget gradually to see how the cost per acquisition or cost per purchase will be affected. If you don’t have time to keep checking your Facebook Ads Manager every day, you can use Facebook automated rules to create a custom rule that increases the budget by x% when an ad meets specified conditions (successfully completes the rule check).

For example, you can set rule actions to increase your ad set budgets by 20% after every 7 days only if the ad’s cost per action in the past 3 days is under $x.

  1. Campaign Budget Optimization

With split testing, you can set a large budget on a campaign level and let your audiences compete for that budget. The algorithm will determine which ad set is performing best and shift the larger portion of the budget towards it.

upRive is a great tool for split-testing Facebook ads: it uses a unique method to quickly find the most profitable ad and then scale it without wasting time and resources. 

Step 2: Increase Your Audience Size

The second step to scaling your Facebook ad campaign is to reconsider the size of your target audience. Naturally, larger audience sizes will increase your ad spend and, if done right, will keep the returns in the plus.

  1. Expanding Lookalike Audiences

Lookalike Audiences or Lookalikes are one of the most effective ways to find new customers on Facebook and promote more sales. Many Facebook advertisers start with a 1% Lookalike Audience, but, over time, this audience will start experiencing ad fatigue.

If you notice signs like increased CPMs, high frequencies, and a general drop in your ad performance, consider expanding your Lookalikes to 3-5%.

  1. Expanding Location Targeting

If you want to reach new customers at a low cost, finding secondary markets and locations is worth trying. If you are able to sell to different countries, consider adding other English-speaking populations to your audiences, including Europe, Canada, and South America.

  1. Expanding Interest-Based Targeting

If you are noticing a high Facebook ad frequency, it means that your target audience has seen your ad multiple times. Therefore, adding the extra advertising budget to that ad campaign would mean that the same people will see even more of your ads.

To avoid that, you can expand your target audience by adding more relevant interests in the Detailed Targeting section.

Step 3: Develop New Creatives

When scaling your budgets and audience, your creatives need to keep up with the change. Don’t forget to introduce new ad creatives so that your audience doesn’t end up seeing the same image or video over and over again.

  1. Customizing Creatives for All Placements

Once you introduce a new creative into a Facebook ad campaign, make sure that it is optimized for various placements. 

You will be targeting potential customers at various stages of consideration, and your ads will follow them from Instagram feeds to Facebook, and from mobile devices to desktop. If your ad looks good only in the Instagram feed, you might be missing out on reaching prospective customers through Facebook.

When creating your ad campaign, you are given an option to “Select all placements that support asset customization” at the ad set level, where you can upload different versions of your ads for various placements.

  1. Duplicating Successful Campaigns

Some advertisers prefer not messing with ad sets that are already performing well and instead launch the exact duplicates of successful ads. 

Split-testing with upRive is an excellent way to compare your different ads and find the most effective ones. Once you find the winner, simply duplicate it and increase the spend for the new ad. You will also retain all your social metrics.

However, be aware of overlapping audiences, as both campaigns will be targeting the same audience segments.

  1. Rotating Ad Creatives Within the Campaign

To prevent ad fatigue, you can create multiple offers with different creatives and rotate them from time to time. You can start by creating two compelling creatives and rotating them every few weeks to see how your audience reacts.

Scale Your Facebook Ads with upRive

When it comes to scaling your Facebook ads, don’t jump into doubling or tripling your budgets at once. Instead, take slow steps to achieve success and meet your campaign performance goals without dropping your ROI.

UpRive is the only Facebook marketing software that uses a unique algorithm for split-testing and campaign spend optimization. You can use it to make the scaling process more efficient and avoid wasted time and money.

About the author

Samy Zabarah

Samy Zabarah is the creator of upRive. He also founded FUBSZ LLC, a Facebook ad management service based in Florida, USA, where he managed ad accounts for over 350 clients worldwide.

He started using Facebook ads in 2011, and since then, he has been using Facebook ads as his sole source of marketing.

By Samy Zabarah
The No Waste Approach to Facebook Ads