Imagine
You’ve been running ad campaigns for your brand for a couple of weeks to test for winning variations: and you’ve found them. Now it’s time to scale — to take your winning campaigns and push them to more people for a greater return.
But how do you get there? Do you simply add more spend to the budget? Turn off non-performing variations?
What’s our winning process?
Historically, we’ve struggled with this answer. After a lot of trial and error and learning from the best consultants in the media buying space, we’ve developed a framework that helps our partners grow with paid ads.
Before we start scaling, we run our ad sets for 3-5 days for accurate average results — Facebook tends to show better results in the first few days of running ads. While it’s good to see ads converting, don’t let this fool you! This is often where scaling begins and ends for brands; they see initial growth, then watch their campaigns slowly decline or stagnate.
We follow this process:
- Increase the ad budget for the Top Of Funnel / Cold Traffic campaign by 20-30% — some suggest as much as 50%, but we wouldn’t go so far. This provides a baseline of data and the highest likelihood of consistent performance during initial growth stages.
- After 2-4 days at the new ad spend with consistent results, duplicate the ad set, and push the budget 100% higher than the original.
- When implementing higher budgets, leverage manual bidding, and test multiple ad sets with 1x, 2x, 3x, and 4x the target CPA.
- Within the campaign, create an ad set with 5-10x the original budget.
- Because Facebook auction fluctuates daily, we need to determine what kind of manual bidding works best for our ad sets.
- Finally… Test, Test, Test. scaling a winning campaign involves a lot of trial and error! However, with the right mindset and the right team, it is possible.
Ad Budget Breakdown
We’ve tested numerous strategies when it comes to managing the ad spend for maximum results. Over the years we’ve found that splitting the ad spend using a 70/30 model where 70% of the ad spend is directed towards cold traffic and the other 30% is devoted towards re-targeting and engaging our existing audience.
Cold Traffic / Top Of Funnel: 70% Of Ad Spend
Middle Of Funnel: 15 – 20% of Ad Spend
Bottom Of Funnel: 10% – 15% Of Ad Spend
Taking some time to outline a detailed strategy that can maximize your scaling potential is essential when setting up these campaigns. Make an effort to develop a thoughtful strategy rooted in specific goals. This will make your efforts focused, efficient, and set for success.
