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Facebook Ad Scaling: Techniques to Consider

February 8, 2022

In part one of this two-part blog series, we went over some basics on why it's important to scale Facebook ads for your business, plus some ways this can be done. This process, which involves tweaking or adjusting some of your best ads to cover even further ground, is a valuable one that's utilized by businesses of all sizes. 

At Be Locally, we're proud to assist clients with a wide variety of SEO and related services, including social media marketing programs that cover a variety of channels, Facebook among them. Today's part two of our series will go over some specific approaches businesses may use for scaling their Facebook ads, plus how to decide on which is right for you.

Facebook ad scaling techniques

Increase Budget

As we noted in part one, one of the two primary methods for scaling Facebook ads involves vertical scaling -- adding money to the budget, that is. Here are some situations where increasing your Facebook ad budget might make sense:

  • When you have good data, but not enough ads: If you have only a handful of ads but are getting conversions, this is an indication that your audience has room to grow. If the criteria for success is clearly defined - enough traffic so that at least one out of ten visitors convert -- then it's time to increase your ad budget.
  • When you know your return on ad spend is high: If your research has shown you that your ad's return on ad spend (ROAS) is high, say two or three times the amount you're spending, it makes sense to invest more into that ad.
  • When you've found an audience that works: Even if you haven't hit break-even ROAS values yet with your paid traffic, if your CTRs are good, it could make sense to increase your scale.

Using Automated Rules

Facebook has a set of automated rules that will help scale your ads efficiently for no additional cost, and many businesses can take advantage of these. The more you can tell Facebook about your business and audience on Facebook, the better it'll do at serving you ads that are relevant to them.

Increase Your Audience

In many cases, you'll have strong ads -- and you just need to put them in front of more customers, including those at a wider range of locations. Don't limit your ads to those who may be geographically close to you; consider using lookalike audiences as a way of expanding. Reviewing and updating your ad's demographic targeting is also helpful here, as it'll give you more precise control over who sees your ads.

For more on why and how to scale Facebook ads to your business's advertising benefit, or to learn about any of our SEO, PPC, web design or other services, speak to the team at Be Locally today.

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