TABLE​ ​OF​ ​CONTENTS:

● What​ ​is​ ​Scaling​ ​and​ ​Why​ ​Does​ ​It​ ​Matter?

● 4​ ​biggest​ ​mistakes​ ​that​ ​people​ ​make​ ​when​ ​scaling​ ​fb​ ​advertising

campaigns

● Tracking​ ​–​ ​learn​ ​how​ ​to​ ​collect​ ​data

○ The​ ​Facebook​ ​Pixel

○ External​ ​tools​ ​that​ ​you​ ​can​ ​use​ ​to​ ​track​ ​your​ ​data

● Targeting​ ​–​ ​find​ ​and​ ​grow​ ​your​ ​audience

○ Lookalike​ ​audience

○ Facebook​ ​search​ ​engine

● Setting​ ​your​ ​goal​ ​–​ ​how​ ​much​ ​can​ ​you​ ​afford​ ​to​ ​spend?

● How​ ​to​ ​scale​ ​and​ ​structure​ ​your​ ​campaign

● A​ ​glossary​ ​of​ ​basic​ ​terms

● Conclusion

Introduction​ ​(no​ ​subhead​ ​needed)

Many​ ​businesses​ ​and​ ​marketers​ ​are​ ​able​ ​to​ ​run​ ​fairly​ ​profitable​ ​Facebook​ ​Ad​ ​campaigns​ ​on
a​ ​small​ ​scale.​ ​They’ll​ ​keep​ ​their​ ​budget​ ​to​ ​$15​ ​per​ ​day,​ ​and​ ​their​ ​frequency​ ​will​ ​stay​ ​low,​ ​the
relevance​ ​score​ ​will​ ​stay​ ​high,​ ​and​ ​they’ll​ ​get​ ​the​ ​results​ ​they’re​ ​hoping​ ​for.​ ​And​ ​then,​ ​if​ ​they
try​ ​to​ ​increase​ ​that​ ​ad​ ​spend,​ ​they​ ​notice​ ​that​ ​their​ ​ad​ ​performance​ ​tanks​ ​immediately.
 I​ ​have​ ​personal​ ​experience​ ​with​ ​this.​ ​For
those​ ​of​ ​you​ ​who​ ​don’t​ ​know​ ​me,​ ​I’m​ ​Alex​ ​Fedotoff,​ ​the​ ​founder​ ​of​ ​AF​ ​Media​ ​Agency.​ ​I’ve
had​ ​the​ ​good​ ​fortune​ ​of​ ​working​ ​with​ ​some​ ​of​ ​the​ ​savviest,​ ​most​ ​intelligent,​ ​and​ ​well-known
businessmen​ ​in​ ​the​ ​world…​ ​and​ ​many​ ​of​ ​them​ ​have​ ​also​ ​struggled​ ​to​ ​scale​ ​their​ ​ads
effectively.

When​ ​I​ ​embarked​ ​on​ ​Facebook​ ​advertising,​ ​I​ ​couldn’t​ ​scale​ ​my​ ​campaigns​ ​at​ ​all.
I​ ​thought​ ​that​ ​investing​ ​more​ ​money​ ​into​ ​my​ ​ads​ ​would​ ​help,​ ​without​ ​any​ ​other​ ​changes
needed.​ ​Money​ ​solves​ ​all​ ​problems​ ​right?​ ​As​ ​it​ ​turns​ ​out,​ ​I​ ​couldn’t​ ​have​ ​been​ ​more
mistaken.
I​ ​saw​ ​my​ ​CPA​ ​skyrocketing​ ​and​ ​the​ ​actual​ ​number​ ​of​ ​conversions​ ​going​ ​down​ ​faster​ ​than​ ​a
skydiver​ ​without​ ​a​ ​parachute,​ ​and​ ​I​ ​had​ ​no​ ​idea​ ​why.​ ​I​ ​wasn’t​ ​able​ ​to​ ​grow​ ​my​ ​daily​ ​spend
more​ ​than​ ​$50​ ​and​ ​keep​ ​my​ ​campaigns​ ​profitable.
Immensely​ ​unhappy​ ​with​ ​this,​ ​I​ ​started​ ​looking​ ​for​ ​answers.​ ​I​ ​did​ ​my​ ​research,​ ​collected
every​ ​piece​ ​of​ ​data​ ​on​ ​the​ ​subject​ ​that​ ​had​ ​ever​ ​been​ ​published,​ ​and​ ​constantly​ ​tested​ ​and
tweaked​ ​my​ ​campaigns​ ​to​ ​learn​ ​how​ ​to​ ​optimize​ ​for​ ​performance​ ​and​ ​scale​ ​my​ ​ad
campaigns​ ​to​ ​a​ ​higher​ ​daily​ ​spend.
Today,​ ​I’m​ ​spending​ ​up​ ​to​ ​$2.5​ ​million​ ​dollars​ ​a​ ​month​ ​on​ ​Facebook​ ​advertising​ ​(it’s​ ​over
$80,000​ ​every​ ​day)​ ​for​ ​my​ ​own​ ​and​ ​my​ ​client’s​ ​businesses.​ ​The​ ​best​ ​part?​ ​I’m​ ​doing​ ​it
profitably.
For​ ​example,​ ​in​ ​January​ ​this​ ​year​ ​I​ ​spent​ ​$2,565,831,17​ ​on​ ​ads:

I​ ​use​ ​the​ ​strategies​ ​we’re​ ​going​ ​to​ ​discuss​ ​in​ ​this​ ​guide​ ​for​ ​my​ ​own​ ​personal​ ​Shopify​ ​store,
too.​ ​In​ ​August​ ​of​ ​this​ ​year,​ ​I​ ​had​ ​more​ ​$141,303.33​ ​in​ ​sales,​ ​and​ ​in​ ​September​ ​I​ ​had
$117,568.36.

In​ ​just​ ​one​ ​day​ ​in​ ​September,​ ​I​ ​had​ ​more​ ​than​ ​$4,000​ ​in​ ​sales​ ​alone.
In​ ​this​ ​guide,​ ​I’m​ ​going​ ​to​ ​teach​ ​you​ ​how​ ​to​ ​scale​ ​your​ ​Facebook​ ​Ads​ ​so​ ​that​ ​they’ll​ ​maintain
profitability​ ​and​ ​ROI,​ ​allowing​ ​your​ ​business​ ​to​ ​scale​ ​quickly,​ ​too.​ ​I’m​ ​going​ ​to​ ​share​ ​all​ ​the
secrets​ ​I​ ​uncovered​ ​and​ ​the​ ​lessons​ ​I​ ​learned​ ​the​ ​hard​ ​way​ ​so​ ​that​ ​you​ ​don’t​ ​have​ ​to.
Note:​ ​If​ ​at​ ​any​ ​point​ ​you’re​ ​unfamiliar​ ​with​ ​the​ ​terminology​ ​we’re​ ​using​ ​in​ ​this​ ​guide,
you​ ​can​ ​skip​ ​down​ ​to​ ​the​ ​Glossary​ ​of​ ​Terms​ ​for​ ​a​ ​quick​ ​definition

WHAT​ ​DOES​ ​SCALING​ ​MY​ ​FACEBOOK​ ​ADS​ ​EVEN​ ​MEAN,​ ​AND​ ​WHY​ ​IS​ ​IT​ ​SO​ ​HARD?
At​ ​a​ ​first​ ​glance,​ ​it​ ​would​ ​be​ ​easy​ ​to​ ​assume​ ​that​ ​if​ ​your​ ​very​ ​profitable​ ​$10​ ​per​ ​day
Facebook​ ​Ad​ ​is​ ​profitable​ ​and​ ​getting​ ​you​ ​great​ ​results,​ ​that​ ​it​ ​should​ ​do​ ​the​ ​same​ ​thing​ ​if
you​ ​raise​ ​the​ ​ad​ ​spend​ ​to​ ​$200​ ​per​ ​day.​ ​Unfortunately,​ ​that’s​ ​not​ ​the​ ​case.
Many​ ​marketers​ ​will​ ​be​ ​able​ ​to​ ​tell​ ​you​ ​that​ ​they’ve​ ​taken​ ​an​ ​extremely​ ​successful
campaign,​ ​funneled​ ​more​ ​ad​ ​spend​ ​into​ ​it,​ ​and​ ​then​ ​saw​ ​that​ ​previously​ ​successful
campaign​ ​take​ ​a​ ​nosedive.​ ​It​ ​was​ ​profitable,​ ​and​ ​then​ ​it​ ​became​ ​a​ ​disaster.
There’s​ ​a​ ​lot​ ​of​ ​reasons​ ​why​ ​this​ ​could​ ​happen,​ ​but​ ​the​ ​simple​ ​explanation​ ​is​ ​that​ ​without
adjusting​ ​your​ ​campaigns​ ​to​ ​handle​ ​a​ ​$300​ ​per​ ​day​ ​spend​ ​instead​ ​of​ ​a​ ​$5​ ​per​ ​day​ ​spend,
things​ ​are​ ​bound​ ​to​ ​go​ ​wrong.​ ​If​ ​your​ ​audience​ ​is​ ​too​ ​small,​ ​for​ ​example,​ ​your​ ​frequency​ ​will
jump​ ​quickly,​ ​sinking​ ​your​ ​results​ ​fast.​ ​This​ ​can​ ​lower​ ​your​ ​relevance​ ​score,​ ​and​ ​increase
the​ ​CPC​ ​that​ ​you’re​ ​paying.​ ​And​ ​with​ ​that,​ ​in​ ​just​ ​a​ ​few​ ​days​ ​(or​ ​less),​ ​your​ ​previously
profitable​ ​campaign​ ​may​ ​start​ ​costing​ ​you​ ​money.
Ultimately,​ ​most​ ​businesses​ ​that​ ​want​ ​to​ ​grow​ ​should​ ​be​ ​focusing​ ​on​ ​how​ ​to​ ​scale​ ​their​ ​ad
campaigns.​ ​Scaled​ ​campaigns​ ​means​ ​that​ ​those​ ​successful​ ​results​ ​stay​ ​the​ ​same​ ​as​ ​your
ad​ ​spend​ ​increases,​ ​allowing​ ​you​ ​to​ ​maintain​ ​your​ ​ROI​ ​and​ ​scale​ ​your​ ​business​ ​alongside
your​ ​ads.
In​ ​order​ ​to​ ​scale​ ​your​ ​ads​ ​effectively,​ ​you​ ​need​ ​to​ ​understand​ ​what​ ​types​ ​of​ ​campaigns​ ​can
scale​ ​well,​ ​and​ ​how​ ​they​ ​need​ ​to​ ​be​ ​adjusted​ ​in​ ​order​ ​to​ ​do​ ​so.​ ​The​ ​first​ ​step​ ​in​ ​doing​ ​this​ ​is
to​ ​do​ ​some​ ​troubleshooting​ ​and​ ​understand​ ​the​ ​four​ ​biggest​ ​mistakes​ ​people​ ​make​ ​when
trying​ ​to​ ​scale​ ​their​ ​campaigns.​ ​If​ ​you’re​ ​able​ ​to​ ​avoid​ ​these​ ​pitfalls,​ ​scaling​ ​will​ ​be​ ​much
easier.
Instantly​ ​Download​ ​PDF​ ​Version​ ​of​ ​This​ ​Guidee

4​ ​BIGGEST​ ​MISTAKES​ ​THAT​ ​PEOPLE​ ​MAKE​ ​WHEN​ ​SCALING​ ​FB​ ​ADVERTISING

CAMPAIGNS
There​ ​are​ ​certain​ ​things​ ​you​ ​just​ ​have​ ​to​ ​be​ ​aware​ ​of​ ​before​ ​trying​ ​to​ ​scale​ ​your​ ​campaigns.
If​ ​you​ ​fall​ ​into​ ​one​ ​of​ ​the​ ​4​ ​most​ ​common​ ​traps,​ ​you​ ​can​ ​say​ ​goodbye​ ​to​ ​your​ ​near-perfect
relevance​ ​score​ ​and​ ​high​ ​ROIs.
Most​ ​campaigns​ ​that​ ​can’t​ ​scale​ ​are​ ​guilty​ ​of​ ​one​ ​of​ ​these​ ​four​ ​mistakes,​ ​in​ ​some​ ​variation,
so​ ​read​ ​them,​ ​memorize​ ​them.​ ​Trust​ ​me,​ ​it​ ​will​ ​save​ ​you​ ​a​ ​lot​ ​of​ ​money​ ​and​ ​headache.

1.​ ​INCREASING​ ​YOUR​ ​AD​ ​BUDGET​ ​TOO​ ​FAST

This​ ​is​ ​perhaps​ ​the​ ​biggest​ ​offender​ ​on​ ​the​ ​list.

Trying​ ​to​ ​scale​ ​your​ ​campaigns​ ​too​ ​rapidly​ ​is​ ​one​ ​of​ ​the​ ​most​ ​common​ ​rookie​ ​mistakes​ ​out
there.
Example:​​ ​Let’s​ ​say​ ​you’ve​ ​already​ ​set​ ​up​ ​your​ ​campaign​ ​and​ ​have​ ​been​ ​running​ ​it​ ​for​ ​4​ ​or​ ​5
days.
The​ ​results​ ​look​ ​promising,​ ​and​ ​you​ ​think​ ​to​ ​yourself,​ ​“Wow,​ ​I’m​ ​actually​ ​generating​ ​leads​ ​for
$3.​ ​I’m​ ​spending​ ​$10​ ​a​ ​day;​ ​so​ ​if​ ​I​ ​increase​ ​the​ ​budget​ ​to​ ​a​ ​$100,​ ​I​ ​should​ ​get​ ​10​ ​times​ ​more
leads​ ​at​ ​the​ ​same​ ​ROI,​ ​right?”
Well,​ ​that’s​ ​wrong.​ ​Because​ ​when​ ​you​ ​scale,​ ​your​ ​results​ ​aren’t​ ​magically​ ​going​ ​to​ ​stay​ ​the
same.​ ​The​ ​reason​ ​why​ ​is​ ​simple:​ ​if​ ​you​ ​increase​ ​your​ ​ad​ ​spend​ ​too​ ​quickly,​ ​it​ ​will​ ​destabilize
the​ ​algorithm​ ​that​ ​optimizes​ ​your​ ​ads.
Facebook’s​ ​algorithm​ ​is​ ​designed​ ​to​ ​optimize​ ​your​ ​ads​ ​for​ ​a​ ​certain​ ​amount​ ​of​ ​conversions
at​ ​a​ ​certain​ ​cost.​ ​If​ ​you​ ​suddenly​ ​increase​ ​spending​ ​significantly--​ ​like​ ​from​ ​$50​ ​a​ ​day​ ​to
$500​ ​a​ ​day​ ​right​ ​off​ ​the​ ​bat--​ ​it​ ​will​ ​give​ ​you​ ​a​ ​similar​ ​number​ ​of​ ​conversions​ ​in​ ​both​ ​cases,
dropping​ ​your​ ​ROI​ ​massively.​ ​This​ ​is​ ​shown​ ​in​ ​the​ ​example​ ​above.
If​ ​you​ ​try​ ​to​ ​rush​ ​it,​ ​for​ ​instance,​ ​from​ ​$50​ ​a​ ​day​ ​to​ ​$500​ ​a​ ​day​ ​right​ ​away,​ ​it​ ​will​ ​give​ ​you
very​ ​similar​ ​number​ ​of​ ​conversions​ ​in​ ​both​ ​cases.
Conclusion:​​ ​Scaling​ ​takes​ ​time.
I​ ​recommend​ ​increasing​ ​the​ ​budget​ ​for​ ​ad​ ​sets​ ​that​ ​perform​ ​well​ ​by​ ​20-30%​ ​every​ ​48-72
hours.
Gradually,​ ​you​ ​will​ ​see​ ​some​ ​of​ ​them​ ​decline​ ​in​ ​performance.​ ​At​ ​this​ ​point,​ ​you​ ​can​ ​either
turn​ ​that​ ​ad​ ​set​ ​off​ ​or​ ​“downscale”​ ​it​ ​to​ ​the​ ​level​ ​where​ ​it​ ​was​ ​profitable​ ​before.
However,​ ​you​ ​should​ ​also​ ​do​ ​your​ ​own​ ​testing​ ​and​ ​find​ ​what​ ​timeframes​ ​/​ ​incremental
increases​ ​work​ ​for​ ​you.​ ​Maybe​ ​it​ ​will​ ​20%​ ​every​ ​48​ ​hours​ ​or​ ​30%​ ​every​ ​72​ ​hours​ ​–​ ​you​ ​need
to​ ​find​ ​for​ ​yourself.
2.​ ​EXPECTING​ ​RESULTS​ ​TOO​ ​EARLY

The​ ​Facebook​ ​algorithm​ ​is​ ​straightforward​ ​and​ ​efficient,​ ​but​ ​it​ ​won’t​ ​turn​ ​water​ ​into​ ​wine;​ ​at
least,​ ​not​ ​at​ ​the​ ​very​ ​beginning​ ​of​ ​your​ ​campaign’s​ ​life.
It’s​ ​easy​ ​to​ ​see​ ​lackluster​ ​results​ ​within​ ​the​ ​first​ ​few​ ​hours,​ ​and​ ​want​ ​to​ ​call​ ​it​ ​quits,​ ​treating​ ​it
as​ ​a​ ​full-blown​ ​failure.​ ​That’s​ ​not​ ​always​ ​the​ ​case,​ ​however.
Facebook’s​ ​help​ ​center​​ ​even​ ​addresses​ ​this​ ​directly,​ ​stating:
“It​ ​takes​ ​our​ ​ad​ ​delivery​ ​system​ ​24​ ​hours​ ​to​ ​adjust​ ​the​ ​performance​ ​level​ ​for​ ​your​ ​ad.​ ​It​ ​can
take​ ​longer​ ​when​ ​you​ ​edit​ ​your​ ​ad​ ​frequently.​ ​To​ ​fix​ ​it,​ ​let​ ​your​ ​ad​ ​run​ ​for​ ​at​ ​least​ ​24​ ​hours
before​ ​you​ ​edit​ ​it​ ​again.”
Conclusion:​​ ​Contrary​ ​to​ ​your​ ​own​ ​‘gut​ ​feeling,’​ ​give​ ​your​ ​campaign​ ​at​ ​least​ ​24​ ​hours​ ​(or,
preferably,​ ​48​ ​hours)​ ​to​ ​fully​ ​digest​ ​all​ ​the​ ​alterations​ ​applied​ ​to​ ​your​ ​ads.

3.​ ​CHANGING​ ​TOO​ ​MANY​ ​THINGS​ ​AT​ ​ONCE

Changes​ ​might​ ​be​ ​good,​ ​but​ ​it’s​ ​easy​ ​to​ ​overdo​ ​it.​ ​It​ ​can​ ​be​ ​tempting​ ​to​ ​constantly​ ​tweak
your​ ​ads:​ ​you​ ​want​ ​to​ ​be​ ​in​ ​control​ ​and​ ​stay​ ​on​ ​your​ ​toes.
Nonetheless,​ ​in​ ​the​ ​world​ ​of​ ​scaling,​ ​patience​ ​is​ ​the​ ​key.
This​ ​especially​ ​holds​ ​true​ ​when​ ​you​ ​are​ ​testing,​ ​raising/lowering​ ​budgets​ ​or​ ​bids,​ ​and
expecting​ ​measurable​ ​results​ ​within​ ​a​ ​relatively​ ​short​ ​period​ ​of​ ​time.
To​ ​further​ ​make​ ​things​ ​worse,​ ​you’re​ ​doing​ ​all​ ​these​ ​things​ ​at​ ​once,​ ​making​ ​it​ ​impossible​ ​to
track​ ​what’s​ ​actually​ ​working​ ​and​ ​what’s​ ​not.
Example​ ​:​ ​Let’s​ ​say​ ​your​ ​campaign​ ​is​ ​not​ ​going​ ​so​ ​well.​ ​You​ ​are​ ​trying​ ​to​ ​convert​ ​and​ ​get
new​ ​people​ ​to​ ​buy​ ​your​ ​bodybuilding​ ​supplements​ ​with​ ​free​ ​shipping.
After​ ​2​ ​days,​ ​you​ ​notice​ ​that​ ​your​ ​CPA​ ​and​ ​lead​ ​costs​ ​are​ ​climbing​ ​really​ ​high​ ​within​ ​age
group​ ​of​ ​50-60.​ ​The​ ​decision​ ​feels​ ​natural​ ​to​ ​you​ ​–​ ​trim​ ​the​ ​demographic​ ​group​ ​and
simultaneously​ ​lower​ ​the​ ​budget​ ​across​ ​other​ ​target​ ​groups.
But​ ​which​ ​factors​ ​worked?​ ​What​ ​if​ ​one​ ​hurt​ ​you,​ ​and​ ​one​ ​helped,​ ​and​ ​you​ ​maintained​ ​the
same​ ​result​ ​because​ ​of​ ​it?
In​ ​the​ ​end,​ ​you​ ​get​ ​the​ ​outcomes​ ​that​ ​are​ ​really​ ​difficult--​ ​if​ ​not​ ​impossible--​ ​to​ ​measure
objectively.
Conclusion:​​ ​When​ ​altering​ ​your​ ​campaign​ ​or​ ​running​ ​A/B​ ​tests,​ ​limit​ ​it​ ​all​ ​to​ ​1​ ​big​ ​change​ ​a
day​ ​on​ ​the​ ​ad​ ​set​ ​level,​ ​or​ ​you’ll​ ​turn​ ​your​ ​Facebook​ ​ads​ ​into​ ​one​ ​giant​ ​mess.
Tip​​ ​:​ ​While​ ​adjusting​ ​your​ ​ad’s​ ​creative​ ​design​ ​(the​ ​image​ ​and​ ​text),​ ​it​ ​can​ ​take​ ​up​ ​to​ ​45
minutes​ ​for​ ​it​ ​to​ ​be​ ​approved.​ ​Bidding​ ​is​ ​a​ ​little​ ​faster;​ ​the​ ​ad​ ​system​ ​will​ ​recognize​ ​the​ ​bid
change​ ​within​ ​15​ ​to​ ​20​ ​minutes.

4.​ ​WRONG​ ​TARGETING

Targeting​ ​is​ ​a​ ​major​ ​issue​ ​that​ ​I’ll​ ​cover​ ​further​ ​in​ ​this​ ​guide.​ ​But​ ​while​ ​we’re​ ​here,​ ​I’d​ ​like​ ​to
mention​ ​the​ ​effect​ ​of​ ​misdirecting​ ​your​ ​campaigns​ ​and​ ​addressing​ ​wrong​ ​audience.
It’s​ ​pretty​ ​simple:​ ​No​ ​matter​ ​how​ ​good​ ​your​ ​ad​ ​is,​ ​or​ ​how​ ​well​ ​you​ ​have​ ​prepared​ ​your​ ​copy:
if​ ​the​ ​content​ ​reaches​ ​wrong​ ​audience,​ ​it​ ​will​ ​be​ ​all​ ​for​ ​nothing.
According​ ​to​ ​AdEspresso​,​ ​there​ ​could​ ​be​ ​a​ ​difference​ ​of​ ​over​ ​1,000%​ ​ ​when​ ​it​ ​comes​ ​to
cost-per-click​ ​for​ ​specific​ ​ads,​ ​depending​ ​on​ ​the​ ​target​ ​audience.
One​ ​of​ ​the​ ​biggest​ ​mistakes​ ​people​ ​make?​ ​Too​ ​broad​ ​targeting.
Unless​ ​you​ ​work​ ​in​ ​a​ ​furniture​ ​or​ ​food​ ​industry,​ ​targeting​ ​all​ ​10​ ​million​ ​people​ ​in​ ​your​ ​country
is​ ​a​ ​huge​ ​overkill.​ ​Simply​ ​put,​ ​your​ ​ad​ ​might​ ​be​ ​completely​ ​irrelevant​ ​for​ ​such​ ​a​ ​broad​ ​set​ ​of
targets.
What’s​ ​more,​ ​your​ ​limited​ ​budget​ ​won’t​ ​let​ ​you​ ​reach​ ​the​ ​people​ ​with​ ​the​ ​highest​ ​purchasing
potential.
Conclusion:​​ ​If​ ​you​ ​have​ ​any​ ​doubts​ ​about​ ​your​ ​targeting,​ ​ask​ ​yourself​ ​the​ ​following:​ ​“Are
there​ ​really​ ​millions​ ​of​ ​people​ ​interested​ ​in​ ​the​ ​things​ ​I​ ​offer?”​ ​If​ ​your​ ​answer​ ​is​ ​“no,”​ ​narrow
down​ ​your​ ​audience,​ ​adjust​ ​demographics,​ ​or​ ​use​ ​flex​ ​targeting.
Tip​​ ​:​ ​Too​ ​narrow​ ​targeting​ ​might​ ​also​ ​be​ ​a​ ​problem​ ​because​ ​you​ ​risk​ ​exhausting​ ​your
audience​ ​really​ ​fast​ ​and​ ​exposing​ ​them​ ​to​ ​ad​ ​fatigue.​ ​The​ ​good​ ​rule​ ​of​ ​thumb​ ​in​ ​my
experience​ ​is​ ​an​ ​audience​ ​size​ ​of​ ​500,000​ ​to​ ​2,000,000

So​ ​now​ ​we​ ​know​ ​the​ ​4​ ​most​ ​fatal​ ​flaws​ ​that​ ​can​ ​keep​ ​your​ ​ad​ ​from​ ​scaling​ ​well.​ ​Now​ ​let’s
take​ ​a​ ​look​ ​at​ ​the​ ​steps​ ​you​ ​need​ ​to​ ​take​ ​in​ ​order​ ​to​ ​get​ ​started​ ​scaling,​ ​starting​ ​with​ ​tracking
and​ ​collecting​ ​data.
 TRACKING​ ​–​ ​LEARN​ ​HOW​ ​TO​ ​COLLECT​ ​DATA
If​ ​you​ ​want​ ​to​ ​scale​ ​your​ ​ads,​ ​you​ ​need​ ​to​ ​track​ ​them​ ​and​ ​know​ ​what​ ​metrics​ ​you​ ​want​ ​to​ ​hit
(we​ ​call​ ​them​ ​KPIs​ ​–​ ​Key​ ​Performance​ ​Indicators).
There​ ​is​ ​no​ ​way​ ​around​ ​this:​ ​without​ ​the​ ​right​ ​tools​ ​to​ ​measure​ ​your​ ​campaigns​ ​you’ll​ ​be​ ​in
the​ ​dark.
You​ ​NEED​ ​to​ ​see​ ​your​ ​CPA,​ ​the​ ​leads,​ ​and​ ​the​ ​traffic​ ​you​ ​are​ ​generating​ ​in​ ​order​ ​to​ ​know
which​ ​ads​ ​can​ ​and​ ​should​ ​be​ ​scaled,​ ​and​ ​what​ ​results​ ​you​ ​can​ ​try​ ​to​ ​shoot​ ​for​ ​when​ ​you​ ​do.
Example:​ ​You​ ​have​ ​decided​ ​that​ ​you​ ​are​ ​ready​ ​to​ ​pay​ ​$10​ ​per​ ​lead​ ​to​ ​your​ ​business,
or​ ​you​ ​can​ ​pay​ ​up​ ​to​ ​$30​ ​to​ ​get​ ​a​ ​sale​ ​in​ ​your​ ​ecommerce​ ​store​ ​or​ ​you​ ​can​ ​afford​ ​not
less​ ​than​ ​200%​ ​ROI​ ​on​ ​ad​ ​spend.​ ​These​ ​are​ ​your​ ​KPIs,​ ​and​ ​the​ ​whole​ ​campaign
performance​ ​will​ ​be​ ​optimized​ ​against​ ​them.
If​ ​you​ ​want​ ​to​ ​monitor​ ​your​ ​campaigns,​ ​you​ ​need​ ​to​ ​have​ ​the​ ​right​ ​tools​ ​in​ ​place​ ​to​ ​help​ ​you
do​ ​this.​ ​The​ ​Facebook​ ​Pixel​ ​is​ ​one​ ​of​ ​the​ ​most​ ​important​ ​tools​ ​that​ ​you​ ​could​ ​have.
THE​ ​FACEBOOK​ ​PIXEL
The​ ​Facebook​ ​Pixel​ ​is​ ​a​ ​line​ ​of​ ​code​ ​that​ ​allow​ ​you​ ​to​ ​evaluate​ ​the​ ​performance​ ​of​ ​your​ ​ads
(such​ ​as​ ​conversion​ ​events),​ ​the​ ​amount​ ​of​ ​clicks​ ​to​ ​your​ ​website,​ ​and​ ​profit​ ​you’re​ ​making
thanks​ ​to​ ​those​ ​conversions.​ ​It’s​ ​embedded​ ​into​ ​your​ ​web​ ​pages,​ ​and​ ​sends​ ​data​ ​to
Facebook​ ​for​ ​accurate​ ​reporting.
It​ ​tracks​ ​sales,​ ​leads,​ ​and​ ​other​ ​important​ ​KPIs​ ​in​ ​your​ ​funnel,​ ​and​ ​lets​ ​you​ ​see​ ​how​ ​much​ ​it
costs​ ​you​ ​to​ ​get​ ​certain​ ​conversion.
It​ ​also​ ​allows​ ​you​ ​to​ ​optimize​ ​your​ ​advertising​ ​based​ ​on​ ​conversion​ ​events.
Facebook​ ​pixel​ ​starts​ ​being​ ​efficient​ ​when​ ​at​ ​least​ ​30​ ​people​ ​are​ ​‘pixeled’​ ​with​ ​it,​ ​which
means​ ​that​ ​at​ ​least​ ​30​ ​people​ ​need​ ​to​ ​visit​ ​the​ ​page​ ​in​ ​your​ ​funnel​ ​where​ ​each​ ​conversion
happens​ ​(like​ ​a​ ​“purchase”​ ​registering​ ​on​ ​the​ ​“thank​ ​you​ ​for​ ​your​ ​order​ ​page)​ ​in​ ​order​ ​for​ ​the
algorithm​ ​to​ ​optimize​ ​for​ ​that​ ​conversion​ ​effectively.

HOW​ ​TO​ ​SET​ ​IT​ ​UP:

For​ ​most​ ​online​ ​hosting​ ​solutions​ ​and​ ​providers,​ ​there​ ​are​ ​easy-to-use​ ​plugins​ ​that​ ​will​ ​allow
you​ ​to​ ​install​ ​a​ ​Facebook​ ​pixel​ ​throughout​ ​your​ ​whole​ ​website​ ​with​ ​just​ ​a​ ​few​ ​clicks.
Here​ ​are​ ​some​ ​of​ ​these​ ​solutions​ ​and​ ​guides​ ​on​ ​how​ ​to​ ​install​ ​them:
● WordPress
● Magento
 ● Shopify
● Woo​ ​comerce
● Clickfunnels
● Big​ ​commerce
If​ ​you​ ​haven’t​ ​found​ ​your​ ​solution​ ​above,​ ​refer​ ​to​ ​the​ ​instructions​ ​below:
INSTALLING​ ​YOUR​ ​PIXEL​ ​CODE
Once​ ​you​ ​have​ ​your​ ​Facebook​ ​pixel​ ​set​ ​up​,​ ​you​ ​need​ ​to​ ​add​ ​it​ ​to​ ​your​ ​website.
If​ ​you​ ​have​ ​sufficient​ ​intermediate-level​ ​coding​ ​skills,​ ​you​ ​will​ ​be​ ​able​ ​to​ ​manually​ ​copy​ ​and
paste​ ​the​ ​base​ ​code​ ​and​ ​event​ ​codes​ ​to​ ​HTML​ ​(otherwise,​ ​let​ ​someone​ ​else​ ​do​ ​the​ ​job​ ​for
you).
Here’s​ ​a​ ​quick​ ​overview​ ​of​ ​what​ ​it​ ​should​ ​look​ ​like:
Important​ ​Note:​​ ​Sometimes,​ ​the​ ​placement​ ​of​ ​your​ ​event​ ​codes​ ​may​ ​differ.​ ​For​ ​example,​ ​if
you​ ​are​ ​taken​ ​to​ ​a​ ​new​ ​page​ ​as​ ​a​ ​result​ ​of​ ​an​ ​action​ ​(like​ ​after​ ​clicking​ ​on​ ​the​ ​’purchase’
button),​ ​you​ ​have​ ​to​ ​set​ ​the​ ​event​ ​on​ ​page​ ​load​ ​and​ ​place​ ​the​ ​event​ ​action​ ​code​ ​BELOW​ ​the
tag.
Tip:​​ ​If​ ​it​ ​all​ ​sounds​ ​too​ ​confusing,​ ​you​ ​think​ ​you’ll​ ​waste​ ​too​ ​much​ ​time​ ​by​ ​manually​ ​pasting
the​ ​code​ ​and​ ​you​ ​use​ ​WordPress​ ​website,​ ​you​ ​could​ ​use​ ​a​ ​plugin​ ​to​ ​install​ ​all​ ​the​ ​codes.​ ​It’s
called​ ​Pixel​ ​Your​ ​Site​​ ​and​ ​allows​ ​embedding​ ​Facebook​ ​Pixel​ ​with​ ​one​ ​simple​ ​click.
WHAT​ ​ARE​ ​EVENT​ ​CODES,​ ​AND​ ​WHY​ ​ARE​ ​THEY​ ​ESSENTIAL​ ​TO​ ​SUCCESSFUL
TRACKING?
The​ ​job​ ​of​ ​event​ ​codes​ ​is​ ​to​ ​track​ ​specific​ ​events​ ​that​ ​happen​ ​on​ ​individual​ ​pages​ ​of​ ​your
website,​ ​and​ ​send​ ​the​ ​data​ ​back​ ​to​ ​your​ ​ad​ ​manager.​ ​This​ ​helps​ ​you​ ​more​ ​accurately​ ​track
exact​ ​conversions.
Currently,​ ​you​ ​can​ ​track​ ​nine​ ​different​ ​event​ ​actions​ ​:
1. ​ ​Search
2. ​ ​View​ ​Content
3. ​ ​Add​ ​to​ ​Cart
4. ​ ​Add​ ​to​ ​Wishlist
5. ​ ​Initiate​ ​Checkout
6. ​ ​Add​ ​Payment​ ​info
7. ​ ​Purchase,​ ​Lead
8. ​ ​Complete​ ​Registration
The​ ​events​ ​you​ ​want​ ​to​ ​track​ ​depend​ ​on​ ​what​ ​you​ ​want​ ​to​ ​achieve​ ​–​ ​your​ ​overall​ ​goal​ ​and
ad​ ​campaign​ ​objective.
So,​ ​for​ ​instance,​ ​if​ ​you’re​ ​using​ ​Facebook​ ​ads​ ​to​ ​sell​ ​products​ ​from​ ​your​ ​online​ ​shop,​ ​you
might​ ​be​ ​interested​ ​in​ ​View​ ​Content,​ ​Search,​ ​Add​ ​to​ ​Cart,​ ​Initiate​ ​Checkout​ ​and​ ​Purchase.

OKAY,​ ​BUT​ ​WHAT​ ​HAPPENS​ ​IF​ ​I​ ​WANT​ ​TO​ ​TRACK​ ​DIFFERENT​ ​PAGES​ ​WITH​ ​THE
SAME​ ​EVENT​ ​CODE?

To​ ​do​ ​that,​ ​you​ ​need​ ​to​ ​use​ ​custom​ ​conversions.

If​ ​you​ ​don’t,​ ​your​ ​reporting​ ​will​ ​be​ ​messed​ ​up​ ​and​ ​inaccurate​,​ ​accumulating​ ​collective
info​ ​instead​ ​of​ ​individualized​ ​data​ ​from​ ​every​ ​page.​ ​This​ ​doesn’t​ ​help​ ​you.

Example​ ​:​ ​Let’s​ ​say​ ​you’re​ ​running​ ​an​ ​online​ ​store​ ​selling​ ​pet​ ​food.​ ​The​ ​products​ ​can​ ​be
placed​ ​in​ ​a​ ​cart.​ ​You​ ​put​ ​your​ ​event​ ​code​ ​on​ ​every​ ​individual​ ​sub-page,​ ​so​ ​you​ ​can​ ​track
conversions​ ​for​ ​different​ ​items​ ​and​ ​see​ ​which​ ​pages​ ​generate​ ​clicks.

However,​ ​by​ ​doing​ ​that,​ ​you’ll​ ​only​ ​receive​ ​a​ ​single​ ​stream​ ​of​ ​data​ ​from​ ​ALL​ ​the​ ​sub-pages
at​ ​once.
If​ ​you​ ​really​ ​want​ ​to​ ​separate​ ​the​ ​wheat​ ​from​ ​the​ ​chaff​ ​and​ ​check​ ​which​ ​element​ ​has​ ​the
highest​ ​selling​ ​potential,​ ​you​ ​need​ ​custom​ ​conversions.
HERE’S​ ​HOW​ ​YOU​ ​SET​ ​THEM​ ​UP...
​ ​ ​ ​ ​ ​●​ ​Go​ ​to​ ​your​ ​Ads​ ​Manager​ ​toolbar​ ​and​ ​click​ ​on​ ​‘custom​ ​conversions’​ ​under
“Measure​ ​and​ ​Report”

● Click​ ​on​ ​the​ ​giant​ ​green​ ​‘Create​ ​custom​ ​conversions’​ ​button​ ​at​ ​the​ ​bottom​ ​of​ ​the
page.

● A​ ​new​ ​window​ ​will​ ​pop​ ​up.​ ​In​ ​the​ ​drop-down​ ​menu​ ​choose​ ​‘Event,’​ ​or​ ​‘URL’
(depending​ ​on​ ​how​ ​you​ ​want​ ​to​ ​trigger​ ​your​ ​action)
So​ ​if​ ​you​ ​want​ ​to​ ​consider​ ​anyone​ ​who​ ​visits​ ​a​ ​specific​ ​page​ ​on​ ​your​ ​website,​ ​such​ ​as​ ​sale,
you​ ​need​ ​to​ ​specify​ ​it​ ​here:
After​ ​that,​ ​you​ ​would​ ​specify​ ​the​ ​name​ ​of​ ​this​ ​conversion​ ​(sale,​ ​lead,​ ​etc.)​ ​and​ ​note​ ​how​ ​high
the​ ​value​ ​of​ ​it​ ​is​ ​to​ ​your​ ​business:

Note:​​ ​If​ ​you​ ​want​ ​to​ ​check​ ​whether​ ​your​ ​tracking​ ​is​ ​working​ ​and​ ​whether​ ​it’s​ ​present​ ​on​ ​all
pages,​ ​you​ ​can​ ​download​ ​Facebook​ ​Pixel​ ​Helper​.

EXTERNAL​ ​TOOLS​ ​THAT​ ​YOU​ ​CAN​ ​USE​ ​TO​ ​TRACK​ ​YOUR​ ​DATA

External​ ​measurement​ ​tools​ ​for​ ​Facebook​ ​ads​ ​are​ ​a​ ​great​ ​way​ ​to​ ​confirm​ ​and​ ​double-check
your​ ​tracking​ ​results.

Marketers​ ​have​ ​found​ ​out​ ​that​ ​measurements​ ​given​ ​by​ ​various​ ​analytics​ ​tools​ ​don’t​ ​match
up​ ​with​ ​the​ ​number​ ​displayed​ ​by​ ​Facebook’s​ ​ad​ ​manager.

But​ ​it​ ​doesn’t​ ​mean​ ​the​ ​data​ ​is​ ​wrong.

SO​ ​WHICH​ ​METHOD​ ​IS​ ​THE​ ​MOST​ ​ACCURATE?

There​ ​is​ ​no​ ​method​ ​more​ ​effective​ ​than​ ​the​ ​other.

The​ ​simple​ ​answer​ ​is​ ​that​ ​they​ ​track​ ​conversions​ ​differently​ ​and​ ​give​ ​attribution​ ​for​ ​action
and​ ​event​ ​triggers​ ​happening​ ​under​ ​different​ ​circumstances.

Here​ ​are​ ​2​ ​tools​ ​you​ ​might​ ​be​ ​interested​ ​in:

● Google​ ​Analytics
It’s​ ​one​ ​of​ ​the​ ​most​ ​popular​ ​and​ ​best​ ​tools​ ​any​ ​online​ ​business​ ​owner​ ​can​ ​dream​ ​of,
regardless​ ​of​ ​the​ ​company’s​ ​size,​ ​niche,​ ​or​ ​IT​ ​skills.​ ​GA​ ​will​ ​provide​ ​you​ ​with​ ​information​ ​on
how,​ ​when,​ ​and​ ​why​ ​people​ ​convert.​ ​Here’s​ ​a​ ​link​ ​to​ ​a​ ​website​ ​that​ ​will​ ​guide​ ​you​​ ​through
the​ ​whole​ ​process.

● Wicked​ ​reports
This​ ​tool​ ​tracks​ ​Facebook​ ​ad​ ​clicks​ ​and​ ​then​ ​ties​ ​that​ ​activity​ ​to​ ​your​ ​CRM.​ ​The​ ​process​ ​is
pretty​ ​straightforward​ ​and​ ​requires​ ​you​ ​to​ ​put​ ​your​ ​Wicked​ ​ID​ ​into​ ​ads​ ​themselves.​ ​You​ ​can
find​ ​it​ ​here​.

TARGETING​ ​–​ ​FIND​ ​AND​ ​GROW​ ​YOUR​ ​AUDIENCE

Once​ ​you​ ​have​ ​established​ ​proper​ ​tracking​ ​tools​ ​and​ ​KPIs​ ​and​ ​know​ ​where​ ​you​ ​want
to​ ​take​ ​your​ ​campaigns,​ ​it’s​ ​time​ ​to​ ​increase​ ​your​ ​reach​ ​and​ ​find​ ​new​ ​targets​ ​for​ ​your
ads.​ ​If​ ​you​ ​feel​ ​like​ ​your​ ​campaigns​ ​begin​ ​to​ ​stagnate​ ​and​ ​wane,​ ​and​ ​you​ ​constantly
worry​ ​about​ ​gaining​ ​new​ ​audiences….​ ​you​ ​need​ ​to​ ​improve​ ​your​ ​targeting.

First,​ ​if​ ​you​ ​haven’t​ ​done​ ​it​ ​yet,​ ​you​ ​need​ ​to​ ​create​ ​your​ ​own​ ​custom​ ​audience​ ​in​ ​the
Facebook​ ​ad​ ​manager.

Custom​ ​audience​ ​are​ ​pre-built​ ​groups​ ​of​ ​people​ ​who​ ​know​ ​who​ ​you​ ​are,​ ​have​ ​provided​ ​their
emails,​ ​checked​ ​your​ ​products,​ ​visited​ ​your​ ​site​ ​within​ ​the​ ​last​ ​30-60​ ​days,​ ​and/or​ ​engaged
with​ ​your​ ​Page​ ​in​ ​some​ ​way.

To​ ​create​ ​custom​ ​audience,​ ​go​ ​to​ ​your​ ​ads​ ​manager​ ​and​ ​select​ ​’Audiences‘​ ​under​ ​’Assets’
tab.
Now​ ​click​ ​on​ ​’Create​ ​Custom​ ​Audience‘.​ ​A​ ​new​ ​window​ ​pops​ ​up.

After​ ​that,​ ​please​ ​specify​ ​how​ ​you​ ​would​ ​like​ ​to​ ​acquire​ ​your​ ​audience​ ​details.

Customer​ ​file:​​ ​It​ ​is​ ​perhaps​ ​the​ ​most​ ​popular​ ​and​ ​reliable​ ​method​ ​of​ ​creating​ ​your​ ​custom
audience,​ ​because​ ​you​ ​know​ ​exactly​ ​which​ ​niches​ ​of​ ​people​ ​you’re​ ​targeting,​ ​and​ ​they’re​ ​all
already​ ​a​ ​warm​ ​audience.
After​ ​you​ ​select​ ​the​ ​option,​ ​a​ ​window​ ​will​ ​appear​ ​where​ ​you​ ​will​ ​be​ ​able​ ​to​ ​upload​ ​your
clients’​ ​info​ ​(saved​ ​in​ ​either​ ​Excel​ ​or​ ​txt.​ ​extension).

You​ ​could​ ​also​ ​copy-paste​ ​all​ ​the​ ​details​ ​and​ ​paste​ ​them​ ​into​ ​the​ ​window.

Website​ ​traffic:​​ ​This​ ​option​ ​creates​ ​the​ ​file​ ​based​ ​on​ ​the​ ​traffic​ ​on​ ​your​ ​website​ ​within​ ​a
specific​ ​period​ ​of​ ​time.​ ​You​ ​can​ ​also​ ​set​ ​the​ ​option​ ​for​ ​people​ ​who​ ​haven’t​ ​visited​ ​you​ ​in​ ​a
while.
App​ ​activity:​​ ​here,​ ​you’re​ ​creating​ ​your​ ​audience​ ​based​ ​on​ ​the​ ​people​ ​who​ ​use​ ​your​ ​mobile
app​ ​if​ ​they​ ​match​ ​the​ ​rules​ ​set​ ​by​ ​you.

If​ ​you​ ​want​ ​to​ ​set​ ​this​ ​option​ ​up,​ ​you​ ​will​ ​need​ ​to​ ​modify​ ​the​ ​options​ ​through​ ​the​ ​Software
Development​ ​Kit​ ​on​ ​the​ ​mobile​ ​device​ ​your​ ​app​ ​operates​ ​on.​ ​Check​ ​out​ ​the​ ​details​.

Engagement​ ​on​ ​Facebook:​​ ​This​ ​is​ ​a​ ​relatively​ ​new​ ​and​ ​promising​ ​option​ ​that​ ​allows​ ​you​ ​to
segment​ ​and​ ​create​ ​audiences​ ​based​ ​on​ ​the​ ​interactions​ ​visitors​ ​have​ ​with​ ​your​ ​Facebook
(and​ ​now​ ​Instagram!)​ ​content.​ ​This​ ​allows​ ​you​ ​to​ ​target​ ​the​ ​most​ ​engaged​ ​people​ ​who​ ​have
the​ ​highest​ ​response​ ​chance​ ​to​ ​your​ ​ad​ ​campaigns.

Key​ ​Note:​​ ​You​ ​should​ ​heavily​ ​rely​ ​on​ ​custom​ ​audiences​ ​for​ ​best​ ​results,​ ​especially​ ​in
the​ ​middle​ ​and​ ​bottom​ ​of​ ​your​ ​marketing​ ​funnel.​ ​This​ ​allows​ ​you​ ​to​ ​reach​ ​the​ ​lowest
cost​ ​per​ ​clicks​ ​and​ ​cost​ ​per​ ​leads​ ​for​ ​your​ ​ads.

Moreover,​ ​if​ ​you​ ​feel​ ​like​ ​your​ ​campaign​ ​begins​ ​to​ ​lose​ ​steam,​ ​you​ ​can​ ​easily​ ​expand
on​ ​the​ ​people​ ​who​ ​are​ ​already​ ​interested​ ​in​ ​your​ ​product​ ​or​ ​service,​ ​as​ ​they’re​ ​most
likely​ ​to​ ​convert.

● AUDIENCE​ ​INSIGHTS
Audience​ ​Insights​ ​is​ ​a​ ​useful​ ​Facebook​ ​tool​ ​that​ ​allows​ ​you​ ​to​ ​find​ ​and​ ​uncover​ ​new
demographic​ ​and​ ​behavioral​ ​data​ ​among​ ​Facebook​ ​users​ ​(both​ ​targeted​ ​by​ ​your​ ​current​ ​ad
campaigns​ ​and​ ​those​ ​non-affected​ ​by​ ​any​ ​marketing​ ​strategies).

Audience​ ​Insights​ ​will​ ​help​ ​you​ ​discover​ ​other​ ​competing​ ​Pages​ ​that​ ​people​ ​also​ ​‘liked’​ ​or
converted​ ​with.

Here’s​ ​how​ ​it​ ​works:

● Go​ ​to​ ​your​ ​ads​ ​manager​ ​and​ ​find​ ​‘audience​ ​insights’​ ​in​ ​your​ ​ads​ ​toolbar.
●​ ​ ​LOAD​ ​YOUR​ ​CUSTOM​ ​(CUSTOMER​ ​LIST​ ​AND​ ​EMAIL​ ​LIST)​ ​AUDIENCE​ ​INTO​ ​THE
TOOL​ ​AND​ ​SPECIFY​ ​THE​ ​LOCATION​ ​AND​ ​ADD​ ​INTERESTS​ ​(YOU​ ​CAN​ ​ALSO​ ​DO
THIS​ ​IF​ ​YOU’RE​ ​BUILDING​ ​YOUR​ ​AUDIENCE​ ​FROM​ ​SCRATCH).
Example:​​ ​Let’s​ ​say​ ​we​ ​already​ ​have​ ​a​ ​campaign​ ​running​ ​for​ ​some​ ​time,​ ​and​ ​after​ ​6​ ​days
we​ ​notice​ ​that​ ​it​ ​is​ ​converting​ ​quite​ ​well​ ​for​ ​around​ ​300​ ​thousand​ ​people.​ ​It​ ​looks​ ​like​ ​a
promising​ ​material​ ​to​ ​scale​ ​on,​ ​so​ ​we​ ​import​ ​our​ ​custom​ ​audience​ ​into​ ​Audience​ ​Insight​ ​and
expand​ ​on​ ​some​ ​interests​ ​adding​ ​location​ ​for​ ​more​ ​specification.
Still​ ​not​ ​enough?​ ​Look​ ​below:

● 3​ ​.CLICK​ ​ON​ ​THE​ ​“PAGE​ ​LIKES”​ ​TAB.

The​ ​‘Top​ ​Categories’​ ​tab​ ​displays​ ​a​ ​ton​ ​of​ ​interesting​ ​metrics​ ​and​ ​interactions​ ​your​ ​audience
was​ ​a​ ​part​ ​of,​ ​such​ ​as​ ​liked​ ​pages,​ ​videos​ ​viewed,​ ​blogs​ ​they​ ​are​ ​reading,​ ​famous​ ​people
they​ ​are​ ​researching,​ ​and​ ​loads​ ​more.

It​ ​is​ ​a​ ​real​ ​goldmine​ ​for​ ​the​ ​things​ ​your​ ​already-converting​ ​audience​ ​would​ ​probably​ ​also
like.

There’s​ ​even​ ​more.

●​ ​SCROLL​ ​THE​ ​PAGE​ ​DOWN​ ​TO​ ​THE​ ​VERY​ ​BOTTOM​ ​AND​ ​CHECK​ ​FOR​ ​‘PAGE
LIKES’​ ​TAB.
These​ ​are​ ​the​ ​things​ ​that​ ​Facebook​ ​lists​ ​as​ ​‘most​ ​likely’​ ​to​ ​be​ ​liked​ ​by​ ​your​ ​audience.
Impressive,​ ​isn’t​ ​it?​ ​Even​ ​more​ ​data​ ​you​ ​can​ ​scale​ ​your​ ​campaigns​ ​off.

I​ ​AM​ ​ADDING​ ​MORE​ ​AND​ ​MORE​ ​INTERESTS,​ ​AND​ ​MY​ ​AUDIENCE​ ​KEEPS​ ​GROWING
TOO​ ​RAPIDLY.​ ​HOW​ ​DO​ ​I​ ​STOP​ ​THIS​ ​PROCESS?

It​ ​happens​ ​a​ ​lot,​ ​and​ ​believe​ ​it​ ​or​ ​not.​ ​Excessively​ ​broad​ ​audiences​ ​can​ ​be​ ​too​ ​inaccurate​ ​to
scale​ ​your​ ​campaigns​ ​with​ ​(as​ ​I​ ​already​ ​mentioned​ ​in​ ​the​ ​‘Mistakes’​ ​section).​ ​You’ll​ ​end​ ​up
with​ ​too​ ​many​ ​people​ ​viewing​ ​your​ ​ad​ ​who​ ​have​ ​zero​ ​interest​ ​in​ ​it.

Example:​​ ​Let’s​ ​say​ ​you’re​ ​selling​ ​a​ ​product​ ​for​ ​people​ ​who​ ​like​ ​vegan​ ​food.​ ​You​ ​have​ ​a
solid​ ​custom​ ​audience​ ​that​ ​is​ ​converting​ ​pretty​ ​well,​ ​so​ ​you’ve​ ​tossed​ ​all​ ​of​ ​that​ ​into
Audience​ ​Insights​ ​and​ ​added​ ​a​ ​bunch​ ​of​ ​different​ ​interests​ ​like​ ​dining​ ​out,​ ​fitness,​ ​and
wellness.​ ​You​ ​end​ ​up​ ​with​ ​an​ ​estimated​ ​audience​ ​of​ ​10-12​ ​million​ ​people!​ ​That’s​ ​way​ ​too
big,​ ​and​ ​I​ ​can​ ​guarantee​ ​they​ ​won’t​ ​all​ ​like​ ​vegan​ ​food.

You​ ​need​ ​to​ ​edit​ ​your​ ​audience​ ​and​ ​do​ ​something​ ​that’s​ ​called​ ​‘flex​ ​targeting.’​ ​To​ ​do
this,​ ​you​ ​need​ ​to:

●​ ​Go​ ​to​ ​your​ ​ads​ ​manager​ ​tab​ ​and​ ​again​ ​find​ ​‘Audiences’​ ​under​ ​‘Assets’​ ​tab.

●​ ​Edit​ ​one​ ​of​ ​your​ ​custom​ ​audiences​ ​or​ ​click​ ​on​ ​‘Saved​ ​audience’

●​ ​A​ ​new​ ​window​ ​will​ ​pop​ ​up.​ ​Scroll​ ​down​ ​and​ ​click​ ​on​ ​the​ ​‘Narrow​ ​audience’​ ​button.
Now​ ​you​ ​can​ ​add​ ​any​ ​additional​ ​interests​ ​that​ ​will​ ​ALSO​ ​be​ ​tied​ ​to​ ​your​ ​main​ ​interest.​ ​So
you​ ​will​ ​be​ ​focusing​ ​on​ ​people​ ​who​ ​like​ ​veganism,​ ​people​ ​who​ ​are​ ​interested​ ​in​ ​restaurants,
AND​ ​people​ ​who​ ​are​ ​interested​ ​in​ ​fitness​ ​instead​ ​of​ ​people​ ​who​ ​are​ ​only​ ​interested​ ​in​ ​one​ ​of
the​ ​other​ ​interest​ ​target​ ​groups.​ ​Generally,​ ​this​ ​will​ ​vastly​ ​reduce​ ​the​ ​audience​ ​size,​ ​so
experiment​ ​with​ ​it​ ​and​ ​measure​ ​your​ ​results!
●​ ​LOOKALIKE​ ​AUDIENCE
This​ ​is​ ​another​ ​fantastic​ ​method​ ​of​ ​expanding​ ​your​ ​audience​ ​that​ ​you​ ​might​ ​scale​ ​your​ ​ads
on.
Lookalike​ ​audiences​ ​are​ ​run​ ​by​ ​Facebook’s​ ​algorithm​ ​and​ ​target​ ​users​ ​similar​ ​to​ ​one​ ​of​ ​your
custom​ ​audiences.​ ​Then,​ ​the​ ​platform​ ​searches​ ​for​ ​similar​ ​targets​ ​across​ ​its​ ​database.​ ​This
is​ ​a​ ​great​ ​way​ ​to​ ​try​ ​to​ ​connect​ ​with​ ​cold​ ​traffic​ ​that​ ​is​ ​most​ ​similar​ ​to​ ​your​ ​most​ ​high-value
customers.

ALL​ ​IN​ ​ALL,​ ​IT’S​ ​A​ ​GREAT​ ​WAY​ ​OF​ ​EXPANDING​ ​YOUR​ ​PROFITABLE​ ​CAMPAIGNS.

●​ ​Go​ ​to​ ​your​ ​Ads​ ​Manager​ ​panel​ ​and​ ​again​ ​find​ ​’Audiences’​ ​under​ ​‘Assets’

●​ ​Click​ ​on​ ​‘Create​ ​a​ ​Lookalike​ ​Audience’.

●​ ​A​ ​new​ ​window​ ​will​ ​pop​ ​up.

When​ ​you​ ​create​ ​a​ ​lookalike​ ​audience,​ ​it​ ​will​ ​show​ ​you​ ​an​ ​estimate​ ​of​ ​how​ ​many​ ​people​ ​can
be​ ​matched​ ​within​ ​the​ ​lookalike​ ​bracket.

I​ ​strongly​ ​recommend​ ​staying​ ​within​ ​the​ ​500​ ​thousand​ ​–​ ​2​ ​million​ ​range,​ ​especially​ ​when
you​ ​have​ ​scaling​ ​in​ ​mind.

Why?​ ​Well,​ ​just​ ​because​ ​your​ ​current​ ​audience​ ​liked​ ​a​ ​specific​ ​set​ ​of​ ​pages,​ ​it​ ​doesn’t​ ​mean
the​ ​lookalike​ ​targets​ ​will​ ​be​ ​interested​ ​in​ ​purchasing​ ​your​ ​products​ ​or​ ​browsing​ ​your​ ​content.
CAN​ ​I​ ​SQUEEZE​ ​SOMETHING​ ​MORE​ ​OUT​ ​OF​ ​A​ ​LOOKALIKE​ ​AUDIENCE?

Sure,​ ​you​ ​can.

A​ ​more​ ​advanced​ ​tactic​ ​is​ ​to​ ​add​ ​another​ ​layer​ ​of​ ​targeting.​ ​You​ ​will​ ​have​ ​to​ ​pair​ ​your
lookalike​ ​audience​ ​with​ ​a​ ​fairly​ ​big​ ​interest​ ​such​ ​as​ ​social​ ​media.

1.​ ​Go​ ​back​ ​to​ ​your​ ​‘Audiences’​ ​Tab,​ ​click​ ​on​ ​‘Create​ ​Audience’​ ​and​ ​‘Saved​ ​audience’

2.​ ​Choose​ ​your​ ​previously​ ​saved​ ​lookalike​ ​audience​ ​and​ ​add​ ​interests​ ​at​ ​the​ ​bottom
This​ ​step​ ​will​ ​help​ ​you​ ​test​ ​and​ ​run​ ​different​ ​audiences​ ​for​ ​different​ ​ad​ ​sets​ ​and​ ​choose​ ​the
best​ ​performing​ ​one.

●​ ​FACEBOOK​ ​SEARCH​ ​ENGINE

It’s​ ​a​ ​simple,​ ​efficient,​ ​and​ ​vastly​ ​underappreciated​ ​tool​ ​that​ ​can​ ​be​ ​used​ ​to​ ​find​ ​new
audiences​ ​and​ ​research​ ​different​ ​scaling​ ​opportunities.
Facebook​ ​Graph​ ​Search​ ​allows​ ​you​ ​to​ ​perform​ ​focused​ ​semantic​ ​searches.
In​ ​other​ ​words,​ ​by​ ​typing​ ​in​ ​a​ ​specific​ ​set​ ​of​ ​entries​ ​into​ ​Facebook’s​ ​search​ ​engine,​ ​you​ ​can
reach​ ​people​ ​through​ ​a​ ​chain​ ​of​ ​‘likes,’​ ​‘fanpage​ ​visits,’​ ​etc.

Here​ ​are​ ​the​ ​most​ ​noteworthy​ ​lines​ ​that​ ​you​ ​might​ ​find​ ​useful:

–​ ​“pages​ ​liked​ ​by​ ​people​ ​who​ ​like​ ​[insert​ ​name​ ​of​ ​your​ ​page​ ​here]”

This​ ​entry​ ​allows​ ​you​ ​to​ ​view​ ​results​ ​of​ ​the​ ​liked​ ​pages​ ​that​ ​you​ ​might​ ​find​ ​interesting​ ​to
base​ ​your​ ​research​ ​on.

You​ ​can​ ​quickly​ ​check​ ​what​ ​your​ ​audience​ ​(or​ ​your​ ​current​ ​customers)​ ​is​ ​after.

–​ ​“​ ​posts​ ​liked​ ​by​ ​people​ ​who​ ​like​ ​[insert​ ​name​ ​of​ ​your​ ​page​ ​here]”

It’s​ ​the​ ​same​ ​here​ ​as​ ​with​ ​‘pages​ ​liked’​ ​but​ ​this​ ​time​ ​you​ ​are​ ​after​ ​specific​ ​Facebook​ ​posts​ ​(it
also​ ​includes​ ​photo​ ​and​ ​status​ ​updates).

This​ ​entry​ ​might​ ​be​ ​a​ ​good​ ​indicator​ ​for​ ​some​ ​‘hot​ ​topics’​ ​that​ ​are​ ​relevant​ ​for​ ​your​ ​audience.

–​ ​“pages​ ​liked​ ​by​ ​[insert​ ​occupation​ ​here]”

It’s​ ​a​ ​great​ ​insight​ ​into​ ​interests​ ​of​ ​representatives​ ​of​ ​a​ ​particular​ ​profession.

Let’s​ ​say​ ​you​ ​are​ ​perfectly​ ​aware​ ​of​ ​that​ ​fact​ ​that​ ​your​ ​targeted​ ​demographic​ ​are​ ​personal
fitness​ ​trainers,​ ​but​ ​you​ ​need​ ​to​ ​figure​ ​out​ ​what​ ​kind​ ​of​ ​content​ ​engages​ ​them​ ​most​ ​and
what​ ​their​ ​general​ ​preferences​ ​are.

–​ ​pages​ ​liked​ ​by​ ​employees​ ​of​ ​[insert​ ​name​ ​of​ ​company​ ​here]
If​ ​you’re​ ​aware​ ​of​ ​your​ ​business​ ​position​ ​on​ ​the​ ​market,​ ​you​ ​might​ ​check​ ​what​ ​your
competitors​ ​are​ ​focusing​ ​on.

And​ ​what’s​ ​a​ ​better​ ​way​ ​of​ ​doing​ ​it​ ​than​ ​checking​ ​up​ ​on​ ​their​ ​employees?
–​ ​[Insert​ ​type​ ​of​ ​business​ ​here​ ​]​ ​in​ ​[insert​ ​location​ ​here]​ ​visited​ ​by​ ​people​ ​who​ ​like
[insert​ ​page​ ​name​ ​here]

It​ ​is​ ​a​ ​more​ ​advanced​ ​type​ ​of​ ​entry​ ​that​ ​you​ ​might​ ​find​ ​useful​ ​when​ ​your​ ​campaigns​ ​are
directed​ ​among​ ​people​ ​from​ ​a​ ​certain​ ​area.

–​ ​Fans​ ​of​ ​[insert​ ​page​ ​name​ ​here]​ ​over​ ​the​ ​age​ ​of​ ​[insert​ ​number​ ​here]

–​ ​Fans​ ​of​ ​[insert​ ​page​ ​name​ ​here]​ ​who​ ​live​ ​in​ ​[insert​ ​location​ ​here]

SETTING​ ​YOUR​ ​GOAL​ ​–​ ​HOW​ ​MUCH​ ​CAN​ ​YOU​ ​AFFORD​ ​TO​ ​SPEND?

No​ ​tracking​ ​tool​ ​or​ ​targeting​ ​technique​ ​can​ ​guarantee​ ​safety​ ​and​ ​success​ ​of​ ​your​ ​scaling
campaign​ ​if​ ​you​ ​lack​ ​a​ ​clear​ ​financial​ ​goal.

To​ ​cut​ ​a​ ​long​ ​story​ ​short,​ ​you​ ​need​ ​to​ ​know​ ​how​ ​much​ ​you​ ​can​ ​afford​ ​to​ ​spend​ ​to​ ​get​ ​a​ ​lead/
customer​ ​to​ ​come​ ​to​ ​your​ ​business.​ ​The​ ​reason​ ​is​ ​pretty​ ​simple​ ​as​ ​well​ ​–​ ​you​ ​have​ ​to​ ​tell
when​ ​you​ ​are​ ​overpaying​ ​for​ ​your​ ​campaign​ ​and​ ​make​ ​decisions​ ​based​ ​on​ ​the​ ​data​ ​you
have​ ​collected​ ​so​ ​far.​ ​If​ ​a​ ​lead​ ​is​ ​only​ ​worth​ ​$10​ ​and​ ​you’re​ ​paying​ ​$11,​ ​you’re​ ​losing​ ​money
even​ ​if​ ​you​ ​gain​ ​a​ ​customer.

Is​ ​the​ ​campaign​ ​you​ ​are​ ​running​ ​profitable?

Can​ ​you​ ​scale​ ​it​ ​off​ ​within​ ​your​ ​budget​ ​limits?

The​ ​LTV​ ​is​ ​an​ ​essential​ ​part​ ​of​ ​evaluating​ ​this​ ​equation.

WHAT​ ​IS​ ​LTV,​ ​AND​ ​WHY​ ​DO​ ​YOU​ ​NEED​ ​IT​ ​BEFORE​ ​YOU​ ​EMBARK​ ​ON​ ​YOUR
CAMPAIGN?
Let’s​ ​start​ ​with​ ​an​ ​example:​ ​You’re​ ​selling​ ​a​ ​product​ ​that’s​ ​worth​ ​$20,​ ​and​ ​it​ ​will​ ​cost​ ​you
$50​ ​to​ ​acquire​ ​a​ ​new​ ​customer.​ ​So,​ ​logically​ ​speaking,​ ​it’s​ ​absolutely​ ​not​ ​worth​ ​it,​ ​right?​ ​If
you’re​ ​spending​ ​$50​ ​on​ ​every​ ​new​ ​customer,​ ​and​ ​you​ ​can​ ​only​ ​make​ ​20%​ ​out​ ​of​ ​it,​ ​it​ ​must
be​ ​a​ ​waste​ ​of​ ​your​ ​time.

Well,​ ​not​ ​necessarily.

About​ ​LTV

Your​ ​LTV​ ​(lifetime​ ​value​ ​of​ ​a​ ​customer)​ ​is​ ​the​ ​total​ ​amount​ ​of​ ​money​ ​that​ ​you’ll​ ​be​ ​able​ ​to
earn​ ​from​ ​the​ ​average​ ​customer​ ​throughout​ ​their​ ​entire​ ​lifetime.​ ​Let’s​ ​say​ ​your​ ​average​ ​Joe
spends​ ​$50​ ​per​ ​year​ ​for​ ​an​ ​average​ ​of​ ​two​ ​years.​ ​This​ ​means​ ​that​ ​the​ ​average​ ​customer
LTV​ ​is​ ​$100.

Conclusion:​ ​If​ ​a​ ​customer​ ​is​ ​worth​ ​$100​ ​in​ ​LTV,​ ​it​ ​would​ ​be​ ​pretty​ ​short-sighted​ ​to​ ​spend
$101​ ​to​ ​squeeze​ ​someone​ ​through​ ​the​ ​marketing​ ​funnel.​ ​In​ ​the​ ​end,​ ​you​ ​would​ ​lose​ ​$1​ ​for
each​ ​retained​ ​customer.

Why​ ​is​ ​it​ ​so​ ​important​ ​to​ ​measure​ ​my​ ​LTV?

LTV​ ​remains​ ​head​ ​and​ ​shoulders​ ​above​ ​other​ ​metrics​ ​(including​ ​ROI)​ ​because​ ​it​ ​focuses​ ​on
a​ ​long-term​ ​value​ ​instead​ ​of​ ​an​ ​occasional​ ​burst​ ​in​ ​higher​ ​income.​ ​Thus,​ ​LTV​ ​flattens​ ​the
‘peaks’​ ​in​ ​your​ ​financial​ ​spending​ ​balance.

Most​ ​of​ ​the​ ​profit​ ​comes​ ​from​ ​subsequent​ ​sales​ ​to​ ​the​ ​buyers​ ​acquired​ ​in​ ​the​ ​first​ ​sale.
This​ ​is​ ​backed​ ​up​ ​by​ ​data.​ ​The​ ​possibility​ ​of​ ​selling​ ​to​ ​a​ ​new​ ​prospect​ ​is​ ​5-20%,​ ​but​ ​the
probability​ ​of​ ​selling​ ​to​ ​an​ ​existing​ ​customer​ ​is​ ​60-70%.

How​ ​do​ ​I​ ​calculate​ ​my​ ​LTV?

Calculating​ ​the​ ​lifetime​ ​value​ ​of​ ​your​ ​customer​ ​is​ ​far​ ​more​ ​complex​ ​than​ ​measuring
your​ ​ROI​ ​and​ ​profitability.​ ​Check​ ​out​ ​the​ ​Kissmetrics​ ​infographic​ ​to​ ​learn​ ​how​ ​to​ ​do
it.
MANUAL​ ​BIDDING:​ ​SET​ ​YOUR​ ​LIMITS​ ​EARLY​ ​ON

Facebook​ ​Ads​ ​works​ ​on​ ​an​ ​auction​ ​system,​ ​where​ ​all​ ​advertisers​ ​“bid”​ ​for​ ​views​ ​in​ ​a​ ​certain
audience.​ ​Essentially,​ ​whoever​ ​is​ ​willing​ ​to​ ​pay​ ​the​ ​most​ ​and​ ​have​ ​the​ ​most
Facebook-deemed​ ​relevant​ ​content​ ​to​ ​any​ ​given​ ​audience​ ​will​ ​have​ ​a​ ​much​ ​higher​ ​reach​ ​in
their​ ​campaigns.
Facebook​ ​has​ ​two​ ​options​ ​when​ ​it​ ​comes​ ​to​ ​bidding:​ ​automatic​ ​bidding,​ ​which​ ​Facebook’s
automated​ ​system​ ​will​ ​do​ ​for​ ​you,​ ​and​ ​manual​ ​bidding.
A​ ​lot​ ​of​ ​marketers​ ​will​ ​let​ ​Facebook​ ​decide​ ​their​ ​bidding​ ​for​ ​them,​ ​figuring​ ​that​ ​“Facebook
knows​ ​best”​ ​and​ ​leaving​ ​it​ ​at​ ​that.​ ​That’s​ ​called​ ​AUTOMATIC​ ​bidding.​ ​In​ ​reality,​ ​manual
bidding​ ​can​ ​work​ ​in​ ​your​ ​favor​ ​when​ ​you​ ​want​ ​to​ ​scale​ ​your​ ​ads.​ ​You​ ​can​ ​set​ ​early​ ​how​ ​what
you​ ​want​ ​your​ ​bid​ ​to​ ​be--​ ​and​ ​what’s​ ​the​ ​maximum​ ​you’d​ ​spend​ ​per​ ​individual​ ​or​ ​average
bid.

This​ ​might​ ​mean​ ​that​ ​they’re​ ​able​ ​to​ ​keep​ ​your​ ​CPC​ ​to​ ​$0.50​ ​on​ ​Facebook​ ​desktop,​ ​and​ ​.69
on​ ​Instagram.​ ​If​ ​you​ ​choose​ ​to​ ​set​ ​a​ ​maximum​ ​per-action​ ​bid​ ​of​ ​$0.55,​ ​you​ ​may​ ​lose​ ​out​ ​on
any​ ​Instagram​ ​placements.​ ​Instead,​ ​if​ ​you​ ​choose​ ​an​ ​average​ ​maximum​ ​of​ ​$0.55,​ ​you​ ​may
be​ ​able​ ​to​​ ​place​ ​better​ ​on​ ​both​--without​ ​sacrificing​ ​any​ ​placements​ ​or​ ​high-value​ ​audience
members--​ ​ ​while​ ​maintaining​ ​a​ ​slightly​ ​lower​ ​CPA.
An​ ​excellent​ ​resource​ ​for​ ​determining​ ​when​ ​to​ ​use​ ​an​ ​average​ ​bid​ ​or​ ​a​ ​maximum​ ​bid​ ​can​ ​be
seen​ ​here:

Image​​ ​courtesy​ ​of​ ​Smartly.io

Facebook’s​ ​automatic​ ​bids​ ​will​ ​seek​ ​to​ ​keep​ ​your​ ​CPA​ ​as​ ​low​ ​as​ ​possible​ ​across​ ​all
platforms,​ ​while​ ​trying​ ​to​ ​show​ ​each​ ​ad​ ​to​ ​the​ ​audience​ ​who​ ​not​ ​only​ ​is​ ​likely​ ​to​ ​be
interested​ ​in​ ​it,​ ​but​ ​act​ ​on​ ​it​ ​the​ ​way​ ​you​ ​want.​ ​This​ ​benefits​ ​the​ ​user​ ​and​ ​the​ ​advertiser,
providing​ ​the​ ​most​ ​value​ ​to​ ​both​ ​groups.​ ​This​ ​ensures​ ​that​ ​the​ ​advertiser​ ​keeps​ ​running​ ​ads,
and​ ​users​ ​keep​ ​using​ ​the​ ​platform​ ​and​ ​converting.

This​ ​is​ ​why​ ​the​ ​relevance​ ​score​ ​is​ ​such​ ​a​ ​key​ ​part​ ​of​ ​Facebook​ ​Ad’s​ ​algorithm​ ​that​ ​a​ ​high
score​ ​can​ ​lower​ ​your​ ​CPA;​ ​they​ ​want​ ​users​ ​to​ ​like​ ​and​ ​engage​ ​with​ ​your​ ​ads,​ ​for​ ​the​ ​sake​ ​of
both​ ​parties​ ​involved.

When​ ​choosing​ ​what​ ​to​ ​optimize​ ​for,​ ​advertisers​ ​typically​ ​can’t​ ​go​ ​wrong​ ​with
conversion-optimized​ ​bidding.​ ​Facebook​ ​will​ ​automatically​ ​show​ ​your​ ​ads​ ​to​ ​users​ ​most
likely​ ​to​ ​take​ ​the​ ​desired​ ​action​ ​on​ ​your​ ​ads,​ ​getting​ ​you​ ​the​ ​best​ ​results​ ​possible.​ ​This​ ​will
be​ ​based​ ​off​ ​the​ ​objective​ ​you’ve​ ​chosen​ ​for​ ​your​ ​ads.

Bring​ ​that​ ​LTV​ ​into​ ​play​ ​here​ ​when​ ​calculating​ ​this,​ ​and​ ​look​ ​at​ ​your​ ​past​ ​campaigns.​ ​If​ ​an
average​ ​20%​ ​of​ ​Facebook​ ​leads​ ​from​ ​the​ ​smaller​ ​campaign​ ​actually​ ​convert​ ​into​ ​customers
instead​ ​of​ ​100%,​ ​you​ ​need​ ​to​ ​keep​ ​that​ ​in​ ​mind​ ​when​ ​calculating​ ​what​ ​you​ ​can​ ​afford​ ​to​ ​pay
for​ ​each​ ​CPA.

Manual​ ​Bidding​ ​Strategies

A​ ​lot​ ​of​ ​advertisers​ ​think​ ​that​ ​the​ ​best​ ​way​ ​to​ ​bring​ ​down​ ​CPA​ ​is​ ​to​ ​go​ ​lower​ ​than
Facebook’s​ ​default​ ​bid,​ ​but​ ​this​ ​is​ ​a​ ​huge​ ​mistake.​ ​Instead,​ ​my​ ​strategy​ ​is​ ​to​ ​create​ ​a
manual​ ​bid​ ​1.5-2.5x​ ​more​​ ​than​ ​what​ ​Facebook​ ​recommends​ ​for​ ​each​ ​campaign.​ ​This​ ​will
help​ ​your​ ​ad​ ​be​ ​distributed​ ​more​ ​upfront.​ ​Then,​ ​once​ ​your​ ​ad​ ​starts​ ​getting​ ​good​ ​results,​ ​you
can​ ​drop​ ​the​ ​manual​ ​bid​ ​by​ ​about​ ​50%.​ ​If​ ​the​ ​results​ ​stay​ ​good,​ ​you​ ​can​ ​keep​ ​lowering​ ​the
bid​ ​further;​ ​if​ ​they​ ​drop,​ ​you​ ​can​ ​raise​ ​the​ ​bid​ ​incrementally​ ​until​ ​you​ ​find​ ​the​ ​sweet​ ​spot.

Here’s​ ​the​ ​good​ ​news:​ ​Facebook​ ​will​ ​never​ ​overcharge​ ​you;​ ​they’ll​ ​only​ ​charge​ ​you​ ​as​ ​much
as​ ​it​ ​takes​ ​to​ ​surpass​ ​your​ ​competitors,​ ​and​ ​no​ ​more.​ ​If​ ​you​ ​bid​ ​$1.50​ ​and​ ​your​ ​competitors’
bids​ ​are​ ​at​ ​$0.99,​ ​you’ll​ ​only​ ​have​ ​to​ ​pay​ ​$1.00​ ​maximum.​ ​Setting​ ​an​ ​initial​ ​bid​ ​that’s​ ​mucher
higher​ ​will​ ​help​ ​you​ ​gain​ ​more​ ​visibility​ ​quickly,​ ​and​ ​then​ ​you​ ​can​ ​drop​ ​it​ ​once​ ​the​ ​relevance
score​ ​has​ ​kicked​ ​in​ ​to​ ​give​ ​you​ ​more​ ​priority.
An​ ​example​ ​from​ ​expert​ ​Jon​ ​Loomer​ ​proves​ ​this​ ​point.​ ​He​ ​ran​ ​an​ ​experiment,​ ​where​ ​he​ ​set
bids​ ​much​ ​higher​ ​than​ ​you’d​ ​ever​ ​expect.
His​ ​bids​ ​were:
● Desktop​ ​News​ ​Feed:​ ​$20
● Desktop​ R ​ ight​ ​Column:​ ​$10
● Mobile:​ ​$20

And​ ​he​ ​paid:

● Desktop​ ​News​ ​Feed:​ ​$9.48
● Desktop​ R ​ ight​ ​Column:​ ​$1.48
● Mobile:​ ​$9.63

In​ ​many​ ​cases,​ ​it’s​ ​helpful​ ​to​ ​automate​ ​the​ ​bidding​ ​process,​ ​but​ ​that​ ​doesn’t​ ​mean​ ​that​ ​you
have​ ​to​ ​rely​ ​on​ ​Facebook​ ​to​ ​do​ ​this.​ ​CompanionLabs​​ ​offers​ ​automated​ ​bidding​ ​for​ ​just​ ​$2
USD​ ​per​ ​day,​ ​and​ ​can​ ​start​ ​improving​ ​your​ ​bidding​ ​strategy​ ​within​ ​48​ ​hours​ ​utilizing​ ​an
analytical​ ​predictive​ ​algorithm.

How​ ​to​ ​Create​ ​Manual​ ​Bids​ ​on​ ​Facebook​ ​Ads

Bidding​ ​is​ ​set​ ​at​ ​the​ ​ad​ ​set​ ​level,​ ​and​ ​the​ ​default​ ​is​ ​set​ ​to​ ​automatic.​ ​With​ ​manual​ ​bidding,
you​ ​can​ ​choose​ ​what​ ​you​ ​want​ ​to​ ​be​ ​bidding​ ​on​ ​and​ ​how​ ​much​ ​you’re​ ​willing​ ​to​ ​bid.​ ​Both​ ​of
these​ ​can​ ​play​ ​an​ ​important​ ​factor​ ​in​ ​how​ ​well​ ​your​ ​ads​ ​scale.

Here’s​ ​how​ ​to​ ​adjust​ ​manual​ ​bidding:

● When​ ​creating​ ​your​ ​ad,​ ​look​ ​in​ ​the​ ​budget​ ​section​ ​for​ ​“Show​ ​Advanced
Options.”

● Once​ ​clicked,​ ​you’ll​ ​see​ ​the​ ​option​ ​to​ ​change​ ​what​ ​each​ ​ad​ ​is​ ​optimized​ ​for.
You​ ​can​ ​choose​ ​from​ ​conversions,​ ​link​ ​clicks,​ ​impressions,​ ​or​ ​daily​ ​unique
reach.​ ​Only​ ​choosing​ ​“CPC”​ ​will​ ​let​ ​you​ ​be​ ​charged​ ​for​ ​link​ ​clicks​ ​instead​ ​of
impressions.

● Underneath​ ​this,​ ​you’ll​ ​see​ ​“Bid​ ​amount.”​ ​Click​ ​on​ ​“manual​ ​bidding.”​ ​You
can​ ​then​ ​set​ ​the​ ​average​ ​amount​ ​you​ ​want​ ​to​ ​bid,​ ​which​ ​will​ ​be​ ​an​ ​average
CPA​ ​out​ ​of​ ​all​ ​platforms,​ ​allowing​ ​for​ ​higher​ ​bids​ ​to​ ​go​ ​to​ ​higher-costing
 platforms​ ​like​ ​Instagram.​ ​You​ ​can​ ​also​ ​choose​ ​“maximum​ ​bid,”​ ​where​ ​you
set​ ​the​ ​highest​ ​possible​ ​bid​ ​you’re​ ​willing​ ​to​ ​pay​ ​on​ ​any​ ​platform.

HOW​ ​TO​ ​SCALE​ ​AND​ ​STRUCTURE​ ​YOUR​ ​CAMPAIGN

So​ ​far,​ ​we’ve​ ​equipped​ ​ourselves​ ​with​ ​proper​ ​tracking​ ​tools​ ​and​ ​set​ ​specific​ ​budget​ ​goals.
We​ ​have​ ​also​ ​learned​ ​how​ ​to​ ​target​ ​new​ ​audiences.
It’s​ ​time​ ​to​ ​pump​ ​your​ ​numbers​ ​up​ ​and​ ​dive​ ​a​ ​bit​ ​deeper​ ​into​ ​different​ ​scaling​ ​strategies​ ​and
methods​ ​of​ ​structuring​ ​your​ ​campaign.
The​ ​following​ ​steps​ ​and​ ​ideas​ ​can​ ​be​ ​used​ ​almost​ ​immediately​ ​and​ ​in​ ​any​ ​order,​ ​and​ ​will
definitely​ ​contribute​ ​to​ ​growing​ ​your​ ​sales,​ ​leads,​ ​increasing​ ​client​ ​traction.
STEP​ ​1.​ ​DUPLICATING​ ​THE​ ​WINNING​ ​ADS

The​ ​first​ ​step​ ​of​ ​successful​ ​scaling​ ​consists​ ​in​ ​duplicating​ ​the​ ​ad​ ​sets​ ​that​ ​are​ ​already
producing​ ​results.

Depending​ ​on​ ​the​ ​objective​ ​that​ ​you​ ​established​ ​while​ ​creating​ ​your​ ​ads,​ ​it​ ​could​ ​be
conversions,​ ​lead​ ​generation,​ ​reaching​ ​certain​ ​engagement​ ​thresholds,​ ​website​ ​clicks,​ ​etc.

●​ ​Before​ ​you​ ​do​ ​anything​ ​else,​ ​make​ ​sure​ ​that​ ​each​ ​of​ ​your​ ​ad​ ​sets​ ​has​ ​only​ ​1​ ​ad.
Note:​​ ​Many​ ​marketers​ ​make​ ​the​ ​mistake​ ​of​ ​simply​ ​raising​ ​the​ ​budget​ ​of​ ​the​ ​already
converting​ ​adset.​ ​However,​ ​by​ ​doing​ ​this​ ​they​ ​end​ ​up​ ​with​ ​no​ ​data​ ​to​ ​compare​ ​their​ ​results
with.

●​ ​HERE​ ​YOU​ ​HAVE​ ​2​ ​ADS​ ​PRODUCING​ ​VASTLY​ ​DIFFERENT​ ​RESULTS.​ ​IT’S​ ​PRETTY
CLEAR​ ​WHICH​ ​ONE​ ​OF​ ​THOSE​ ​WE​ ​WANT​ ​TO​ ​GRAB.
●​​ ​To​ ​avoid​ ​messing​ ​up​ ​the​ ​future​ ​data,​ ​set​ ​the​ ​2nd​ ​ad​ ​as​ ​inactive.

●​ ​Now​ ​it’s​ ​time​ ​to​ ​use​ ​the​ ​selected​ ​ad​ ​for​ ​new​ ​ad​ ​sets.​ ​Go​ ​to​ ​your​ ​‘Ads​ ​manager’​ ​and
click​ ​on​ ​‘Pages​ ​Posts’​ ​under​ ​‘Create​ ​and​ ​manage’​ ​tab.
●​​ ​Find​ ​the​ ​page​ ​post​ ​you​ ​want​ ​to​ ​use​ ​for​ ​advertising​ ​and​ ​copy​ ​its​ ​ID.

●​ ​Now​ ​create​ ​a​ ​new​ ​ad​ ​using​ ​the​ ​same​ ​ID​ ​in​ ​Power​ ​Editor.
Key​ ​point​ ​:​ ​While​ ​copying​ ​the​ ​same​ ​ad​ ​ID​ ​across​ ​different​ ​ad​ ​sets,​ ​you​ ​need​ ​to​ ​modify
a​ ​few​ ​elements​ ​of​ ​the​ ​ad​ ​set​ ​(such​ ​as​ ​the​ ​age​ ​of​ ​target​ ​audience​ ​or​ ​an​ ​interest)​ ​so​ ​you
won’t​ ​be​ ​bidding​ ​your​ ​content​ ​against​ ​each​ ​other,​ ​needlessly​ ​inflating​ ​your​ ​CPA.
You​ ​can​ ​do​ ​that​ ​by​ ​altering​ ​the​ ​target​ ​audience​ ​for​ ​each​ ​ad​ ​set.
●​​ ​Edit​ ​the​ ​custom​ ​audience​ ​you​ ​are​ ​using​ ​for​ ​the​ ​specific​ ​ad​ ​set​ ​(you​ ​can​ ​find​ ​them​ ​in
the​ ​‘Audiences’​ ​Tab​ ​in​ ​‘Ads​ ​Manager’).
●​ ​Go​ ​to​ ​the​ ​bottom​ ​of​ ​the​ ​‘edit’​ ​window​ ​and​ ​experiment​ ​by​ ​either​ ​narrowing​ ​or
extending​ ​the​ ​existing​ ​interests​ ​for​ ​this​ ​specific​ ​audience.
Note:​​ ​Try​ ​not​ ​to​ ​inflate​ ​the​ ​number​ ​of​ ​interests​ ​too​ ​high.
●​ ​Click​ ​on​ ​the​ ​‘Save​ ​as​ ​New’​ ​and​ ​create​ ​a​ ​new​ ​audience.

●​ ​Repeat​ ​the​ ​process​ ​for​ ​each​ ​ad​ ​set​ ​you​ ​copy​ ​your​ ​ID​ ​to.

STEP​ ​2.​ ​MODIFYING​ ​THE​ ​BUDGET

All​ ​right,​ ​you​ ​have​ ​your​ ​winning​ ​ad:​ ​let’s​ ​tweak​ ​the​ ​numbers​ ​a​ ​bit.
How​ ​do​ ​I​ ​know​ ​how​ ​much​ ​I​ ​can​ ​increase​ ​my​ ​budget?

●​​ ​Increase​ ​your​ ​budget​ ​by​ ​no​ ​more​ ​than​ ​20​ ​–​ ​30%​ ​at​ ​once​​ ​and​ ​leave​ ​it​ ​there​ ​for​ ​2-3​ ​days
in​ ​order​ ​to​ ​receive​ ​tangible​ ​results.

●​ ​You​ ​can​ ​increase​ ​your​ ​budget​ ​as​ ​many​ ​times​ ​as​ ​you​ ​want​ ​(as​ ​long​ ​as​ ​you’re​ ​still​ ​getting
results​ ​and​ ​staying​ ​within​ ​your​ ​KPIs​ ​range).​ ​As​ ​a​ ​rule​ ​of​ ​thumb,​ ​you​ ​should​ ​safely​ ​spend​ ​$1
a​ ​day​ ​on​ ​every​ ​1,000​ ​people​ ​in​ ​the​ ​target​ ​audience​ ​you’re​ ​after.

●​ ​You​ ​need​ ​to​ ​scale​ ​systematically​ ​–​ ​higher​ ​budgets​ ​USUALLY​ ​mean​ ​higher​ ​CPAs,​ ​so
watch​ ​your​ ​LTV​ ​limits​ ​to​ ​stay​ ​profitable.

STEP​ ​3:​ ​EXTENDING​ ​YOUR​ ​REACH

After​ ​you’ve​ ​been​ ​running​ ​your​ ​ad​ ​sets​ ​for​ ​some​ ​time​ ​and​ ​the​ ​results​ ​have​ ​flooded​ ​in,​ ​it’s
time​ ​to​ ​extend​ ​your​ ​reach​ ​and​ ​test​ ​your​ ​best​ ​performing​ ​campaigns.

For​ ​this​ ​purpose,​ ​we’ll​ ​go​ ​with​ ​Lookalike​ ​audiences.

● ​ ​Create​ ​a​ ​new​ ​‘Lookalike​ ​audience’​ ​for​ ​the​ ​best​ ​performing​ ​ad.​ ​Go​ ​to​ ​‘Audiences’​ ​and
click​ ​on​ ​‘Create​ ​a​ ​new​ ​audience.’

● In​ ​the​ ​pop​ ​window,​ ​set​ ​a​ ​percentage​ ​of​ ​the​ ​audience​ ​you​ ​would​ ​like​ ​to​ ​target​ ​with​ ​the
new​ ​lookalike.​ ​You​ ​can​ ​then​ ​click​ ​on​ ​‘Show​ ​advanced​ ​options’​ ​and​ ​create​ ​more
audiences​ ​for​ ​different​ ​percentage​ ​thresholds.
Key​ ​note:​​ ​In​ ​all​ ​of​ ​the​ ​templates​ ​you​ ​create,​ ​you’ll​ ​want​ ​to​ ​exclude​ ​your​ ​buyers​ ​and/or
subscribers​ ​so​ ​you’re​ ​not​ ​targeting​ ​the​ ​same​ ​people​ ​over​ ​and​ ​over.

● ​ ​Save​ ​the​ ​audience(s)​ ​and​ ​apply​ ​them​ ​to​ ​your​ ​best​ ​performing​ ​ad​ ​set.​ ​Don’t​ ​change
the​ ​budget​ ​yet;​ ​let​ ​it​ ​(them)​ ​run​ ​for​ ​another​ ​5-7​ ​days.

Remember​ ​that​ ​very​ ​small​ ​audiences​ ​tend​ ​to​ ​get​ ​exhausted​ ​pretty​ ​soon,​ ​which​ ​eliminates
their​ ​ability​ ​to​ ​scale.
As​ ​a​ ​general​ ​rule​ ​of​ ​thumb,​ ​though,​ ​you​ ​shouldn’t​ ​extend​ ​the​ ​5%​ ​threshold.

Tip:​​ ​If​ ​you’re​ ​targeting​ ​more​ ​than​ ​1​ ​country,​ ​increase​ ​the​ ​audience​ ​threshold​ ​by​ ​1%​ ​for​ ​every
new​ ​country.

STEP​ ​4:​ ​DUPLICATING​ ​THE​ ​CAMPAIGN​ ​AND​ ​CHANGING​ ​YOUR​ ​OBJECTIVES

The​ ​last​ ​step​ ​revolves​ ​around​ ​duplicating​ ​your​ ​winning​ ​Lookalike​ ​campaign​ ​and​ ​creating​ ​a
new​ ​one​ ​with​ ​totally​ ​different​ ​objectives.

What​ ​if​ ​my​ ​already​ ​existing​ ​campaign​ ​is​ ​producing​ ​the​ ​results​ ​I’m​ ​satisfied​ ​with?

If​ ​you​ ​want​ ​to​ ​stay​ ​at​ ​the​ ​top,​ ​you​ ​need​ ​to​ ​keep​ ​expanding.

In​ ​this​ ​context,​ ​there​ ​is​ ​a​ ​notion​ ​of​ ​‘ad​ ​fatigue,’​ ​which​ ​means​ ​that​ ​the​ ​more​ ​you​ ​spend​ ​on
your​ ​campaign​ ​and​ ​extend​ ​your​ ​reach​ ​among​ ​current​ ​audiences,​ ​the​ ​higher​ ​your​ ​frequency
will​ ​get.​ ​This​ ​means​ ​that​ ​the​ ​same​ ​users​ ​are​ ​seeing​ ​the​ ​same​ ​ad,​ ​and​ ​after​ ​a​ ​certain​ ​point,
they’re​ ​only​ ​going​ ​to​ ​become​ ​less​ ​and​ ​less​ ​likely​ ​to​ ​convert.

As​ ​a​ ​general​ ​rule,​ ​if​ ​your​ ​frequency​ ​goes​ ​above​ ​3,​ ​your​ ​CPA​ ​starts​ ​rising​ ​dramatically,​ ​and
you​ ​need​ ​to​ ​replace​ ​your​ ​campaign​ ​(or​ ​change​ ​the​ ​creative​ ​elements​ ​of​ ​your​ ​ad).
● To​ ​create​ ​a​ ​campaign​ ​with​ ​different​ ​objective,​ ​go​ ​to​ ​your​ ​ads​ ​manager,​ ​click​ ​on
‘Create​ ​ad’,​ ​and​ ​pick​ ​‘Use​ ​existing​ ​campaign’
A​ ​window​ ​will​ ​pop​ ​up.​ ​Choose​ ​your​ ​winning​ ​campaign​ ​and​ ​click​ ​on​ ​‘Save.’
It​ ​will​ ​take​ ​you​ ​to​ ​the​ ​bottom​ ​of​ ​the​ ​page;​ ​but​ ​before​ ​you​ ​click​ ​on​ ​‘continue,’​ ​choose​ ​a
different​ ​objective​ ​than​ ​your​ ​original​ ​campaign.

WHICH​ ​OBJECTIVE​ ​SHOULD​ ​I​ ​CHOOSE?

There​ ​is​ ​no​ ​simple​ ​answer​ ​to​ ​this​ ​question​ ​because,​ ​at​ ​this​ ​point,​ ​it’s​ ​a​ ​wild​ ​guess.

Experiment​ ​and​ ​test,​ ​and​ ​it​ ​might​ ​well​ ​happen​ ​that​ ​you’ll​ ​strike​ ​a​ ​goldmine​ ​in​ ​no​ ​time.​ ​The
only​ ​way​ ​to​ ​get​ ​those​ ​results​ ​is​ ​by​ ​trying.

Here’s​ ​a​ ​brief​ ​overview:

AWARENESS:

-Local​ ​awareness:​​ ​used​ ​when​ ​you​ ​want​ ​to​ ​target​ ​nearby​ ​people​ ​who​ ​could​ ​be​ ​interested​ ​in
your​ ​business

-Brand​ ​awareness:​​ ​used​ ​in​ ​larger​ ​campaigns,​ ​when​ ​there​ ​is​ ​no​ ​specific​ ​action​ ​you​ ​want​ ​a
user​ ​to​ ​take

-Reach:​​ ​when​ ​you​ ​want​ ​to​ ​show​ ​your​ ​ad​ ​to​ ​the​ ​maximum​ ​number​ ​of​ ​people,​ ​controlling​ ​the
regularity​ ​of​ ​seeing​ ​them​ ​due​ ​to​ ​the​ ​frequency​ ​capping​ ​controls

CONSIDERATION:

-Traffic​ ​:​ ​used​ ​when​ ​you​ ​want​ ​to​ ​redirect​ ​people​ ​from​ ​Facebook​ ​to​ ​your​ ​website​ ​and​ ​don’t
expect​ ​them​ ​to​ ​take​ ​specific​ ​actions​ ​(such​ ​as​ ​purchasing​ ​or​ ​adding​ ​products​ ​to​ ​the​ ​cart)
-App​ ​Installs:​​ ​used​ ​when​ ​you​ ​want​ ​people​ ​to​ ​install​ ​your​ ​app​ ​(a​ ​good​ ​way​ ​to​ ​kick-start​ ​your
downloads)
-Engagement:​​ ​used​ ​to​ ​get​ ​more​ ​people​ ​to​ ​see​ ​and​ ​engage​ ​with​ ​your​ ​content,​ ​including
liking,​ ​commenting,​ ​or​ ​sharing

-Video​ ​views:​​ ​used​ ​when​ ​you​ ​want​ ​video​ ​views​ ​to​ ​be​ ​the​ ​primary​ ​objective​ ​of​ ​a​ ​campaign

-Lead​ ​generation:​​ ​employed​ ​when​ ​you​ ​want​ ​to​ ​collect​ ​information​ ​from​ ​people​ ​who​ ​are
interested​ ​in​ ​your​ ​business,​ ​including​ ​sign-ups​ ​for​ ​newsletters​ ​and​ ​follow-up​ ​calls

CONVERSION:

-Conversions:​ ​use​ ​this​ ​objective​ ​when​ ​you​ ​want​ ​people​ ​to​ ​take​ ​specific​ ​actions​ ​on​ ​your
website,​ ​Facebook,​ ​or​ ​mobile​ ​app.

-Product​ ​catalogue​ ​sales:​​ ​choose​ ​this​ ​option​ ​to​ ​automatically​ ​show​ ​products​ ​from​ ​your
product​ ​catalogue​ ​based​ ​on​ ​your​ ​target​ ​audience.

-Store​ ​visits:​​ ​select​ ​this​ ​option​ ​to​ ​promote​ ​business​ ​locations​ ​to​ ​people​ ​who​ ​are​ ​around
them

●​ ​At​ ​this​ ​point​ ​don’t​ ​modify​ ​the​ ​audience​ ​unless​ ​you​ ​are​ ​planning​ ​on​ ​running​ ​2
campaigns​ ​at​ ​the​ ​same​ ​time.​ ​If​ ​this​ ​is​ ​the​ ​case,​ ​you​ ​might​ ​have​ ​to​ ​alter​ ​the​ ​targeting
so​ ​the​ ​campaigns​ ​are​ ​not​ ​competing​ ​with​ ​each​ ​other.

As​ ​for​ ​the​ ​budget,​ ​you​ ​can​ ​try​ ​lowering​ ​it​ ​from​ ​the​ ​previously​ ​successful​ ​campaign​ ​by
20-30%​ ​to​ ​test​ ​how​ ​it​ ​goes.

●​ ​Save​ ​the​ ​campaign.

Now​ ​you​ ​can​ ​run​ ​the​ ​campaign​ ​once​ ​more.​ ​Observe​ ​the​ ​results​ ​and,​ ​if​ ​you​ ​wish,​ ​keep
scaling​ ​your​ ​content.
ARE​ ​THERE​ ​ANY​ ​MORE​ ​TRICKS​ ​TO​ ​SCALING?

Truth​ ​be​ ​told,​ ​there​ ​is​ ​practically​ ​no​ ​limit​ ​to​ ​scaling.​ ​Here​ ​are​ ​some​ ​of​ ​the​ ​ideas​ ​for​ ​you​ ​to
test:

● Increase​ ​your​ ​CTR​ ​and​ ​reach​ ​by​ ​testing​ ​and​ ​changing​ ​the​ ​creative​ ​elements​ ​of
your​ ​ad:​ ​an​ ​image,​ ​a​ ​text,​ ​headlines,​ ​or​ ​a​ ​call​ ​to​ ​actions.

● Facebook​ ​by​ ​default​ ​places​ ​your​ ​ads​ ​on​ ​Instagram,​ ​so​ ​you​ ​might​ ​check​ ​your
profile​ ​there​ ​and​ ​see​ ​whether​ ​you​ ​can​ ​scale​ ​Instagram​ ​placement​ ​for​ ​your​ ​other
campaigns.​ ​You​ ​can​ ​see​ ​the​ ​breakdown​ ​by​ ​placement​ ​and​ ​find​ ​results​ ​here:
●

A​ ​GLOSSARY​ ​OF​ ​BASIC​ ​TERMS:

Here’s​ ​a​ ​short​ ​list​ ​of​ ​some​ ​basic​ ​terms​ ​that​ ​have​ ​not​ ​been​ ​fully​ ​explained​ ​in​ ​the
guide:
Scaling​ ​–​ ​a​ ​series​ ​of​ ​actions​ ​that​ ​leads​ ​to​ ​extending​ ​the​ ​reach​ ​of​ ​your​ ​ad​ ​campaign​ ​and
increasing​ ​its​ ​budget​ ​without​ ​inflating​ ​CPA​ ​beyond​ ​your​ ​financial​ ​limits

CPA​​ ​–​ ​“Cost​ ​per​ ​action,”​ ​an​ ​advertising​ ​and​ ​marketing​ ​pricing​ ​model​ ​in​ ​which​ ​the​ ​advertiser
pays​ ​for​ ​specific​ ​client’s​ ​action​ ​(a​ ​click,​ ​email​ ​submission,​ ​etc.)

CTR​ ​–​ ​A​ ​ratio​ ​showing​ ​how​ ​often​ ​people​ ​who​ ​see​ ​your​ ​ad​ ​end​ ​up​ ​clicking​ ​on​ ​it.

ROI​ ​–​ ​“return​ ​of​ ​investment”​ ​–​ ​a​ ​measure​ ​of​ ​the​ ​profit​ ​earned​ ​from​ ​each​ ​investment.

AI​​ ​–​ ​“audience​ ​insights”​ ​–​ ​an​ ​internal​ ​tool​ ​on​ ​Facebook​ ​that​ ​allows​ ​tracking​ ​and​ ​targeting
demographic​ ​and​ ​statistical​ ​data​ ​within​ ​the​ ​platform

Flex​ ​targeting​​ ​–​ ​a​ ​system​ ​within​ ​Audience​ ​insights​ ​and​ ​Lookalike​ ​audience​ ​tools​ ​that​ ​allows
targeting​ ​numerous​ ​combined​ ​interests​ ​among​ ​your​ ​audiences

Ad​ ​set​​ ​–a​ ​group​ ​of​ ​ads​ ​that​ ​share​ ​the​ ​same​ ​daily​ ​or​ ​lifetime​ ​budget,​ ​bid​ ​info,​ ​and​ ​targeting
data

Power​ ​editor​​ ​–​ ​a​ ​Facebook​ ​advertising​ ​tool​ ​that​ ​allows​ ​creating,​ ​editing,​ ​and​ ​publishing
multiple​ ​ads​ ​at​ ​once

KPI​​ ​–​ ​Key​ ​Performance​ ​indicator.​ ​A​ ​major​ ​metric​ ​in​ ​your​ ​funnel​ ​that​ ​you​ ​want​ ​to​ ​measure,
for​ ​example,​ ​cost​ ​per​ ​lead​ ​or​ ​cost​ ​per​ ​sale.​ ​Based​ ​on​ ​these​ ​metrics,​ ​you​ ​judge​ ​the
performance​ ​of​ ​your​ ​campaigns.

Conclusion

When​ ​it​ ​comes​ ​to​ ​Facebook​ ​ads,​ ​there​ ​is​ ​no​ ​such​ ​thing​ ​as​ ​a​ ​perfect​ ​campaign;
Instead,​ ​there​ ​is​ ​always​ ​potential​ ​to​ ​reach​ ​a​ ​higher​ ​number​ ​of​ ​new​ ​customers​ ​and​ ​grow​ ​your
business​ ​profitably.

It​ ​is​ ​what​ ​scaling​ ​does…​ ​…Growing​ ​your​ ​business.

Hopefully,​ ​this​ ​guide​ ​has​ ​helped​ ​you​ ​learn​ ​about​ ​the​ ​basics​ ​as​ ​well​ ​as​ ​more​ ​advanced
scaling​ ​techniques.

What’s​ ​more,​ ​you​ ​have​ ​read​ ​about​ ​proper​ ​ad​ ​tracking​ ​tools​ ​and​ ​their​ ​possibilities​ ​as​ ​well​ ​as
dived​ ​into​ ​some​ ​nuances​ ​of​ ​advanced​ ​targeting.

You​ ​have​ ​further​ ​learned​ ​how​ ​to​ ​set​ ​your​ ​financial​ ​goals​ ​and​ ​apply​ ​scaling​ ​techniques​ ​in​ ​real
life.

Finally,​ ​you​ ​can​ ​now​ ​use​ ​this​ ​free​ ​guide​ ​any​ ​time​ ​to​ ​check​ ​on​ ​some​ ​of​ ​the​ ​tips​ ​stored​ ​and
apply​ ​them​ ​to​ ​your​ ​own​ ​campaigns.

Instantly​ ​Download​ ​PDF​ ​Version​ ​of​ ​This​ ​Guide

What​ ​do​ ​you​ ​think?​ ​Have​ ​you​ ​struggled​ ​to​ ​scale​ ​your​ ​ ​Facebook​ ​Ad​ ​campaigns?​ ​Are​ ​you
struggling​ ​with​ ​one​ ​challenge​ ​in​ ​particular?​ ​Leave​ ​me​ ​a​ ​comment​ ​and​ ​we’ll​ ​see​ ​what​ ​we​ ​can
do!