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8 Ways To Scale Your Facebook Ads Campaign In 2020

In this article you will learn How To Scale Your Facebook Ads in 8 different Ways, how to duplicate ad sets, create ad variations, create lookalike audiences, targeting additional countries, adding new audience and many more tweaks that can definitely help you scale your ads Campaign
          1. Duplicating adsets at max budgets
          2. New audience interests
          3. Creating lookalike audiences
          4. Creating new ad variations
          5. Creating new ad angles
          6. Targeting additional countries
          7. Scaling re-targeting campaigns
          8. Decentralized architecture
Let's Get right into the details..

1. Duplicating adsets at max budgets

Duplicating adsets is identifying winning adsets (within KPI) and duplicating them and set the budget at 5-15x CPL. Changing budgets on existing adsets is a bad idea as it throws the algorithm out of balance. Instead, we duplicate the existing adset to create a new one and we use this opportunity to increase the budget.

Adsets perform well at a small scale and start underperforming at a larger scale. The question is, what’s the optimal scale point for an adset before it starts facing entropy? The answer is 5-15x CPL, here’s why… 

Find your best performing adset (most within KPI) and duplicate it, keep everything the same but change the budget to 5-15x CPL. Example: If adset is getting leads at $10, dupe it and set budget to $50-$150 /day.

On cold traffic we shouldn’t exceed $10/10,000 people in a given audience. If your split audience interests are big enough to handle 5-15x CPL, do it. If your split audience interests aren’t big enough, pool the winning audiences together into one new audience and use that.

2. New audience interests

What are the new audience interests? It is the search for audience interests with affinity to Babel (or winning audiences) and test them to find more winning audiences and expand the audience size of our campaign, therefore increasing threshold spend.

We do it because in order to spend more, we need to increase the size of our audience because we can’t exceed $10 spend /10,000 people in a cold traffic campaign. Our audience size dictates our threshold spend limit. 

Increasing the size of your audience alone will not scale your campaign, however, it provides you with the ability to further scale your campaign.

This strategy is used as a prerequisite to scale. To do this we use Fb’s audience insights tool to find new audience interests with affinity to Babel or any winning audience and add them to your spreadsheet for testing.

Launch proven angles to audiences using Qwaya and publish the new adsets in your sandbox campaign. When you find winners, scale them in production. 

This is why increasing your audience size is very important. The first step to scaling your advertising budget beyond $40 per day is to reconsider the size of the audience you’re targeting.

Going from small, tightly defined audiences to larger, broader audiences will provide your Facebook Pixel with more opportunities to find you new customers 

3. Creating lookalike audiences

Creating Lookalike Audiences are one of the best ways to find new customers on Facebook. When we have enough conversions, we create lookalike audiences to expand our audience size.

Because we can’t exceed $10/10,000 people in an audience, our audience size dictates our threshold spend. By creating lookalike audiences, we rapidly expand our audience size and threshold spend.

We start with 1 Babel audience, we then derive multiple audience interests from Babel, we then derive multiple audience interests from our winning audiences, we then use Fb’s algorithm to derive audiences.

Once you’ve had 100 optins, create a LAL on ad engagements. Once you’ve had 300 optins, create a LAL on optins. Once you’ve had 300 SS applications, create a LAL based on SS applications.

You start at the top of your funnel (ad engagements) and create LAL’s on each stage as soon as it has sufficient conversions. (300+ needed).

But remember when creating LAL’s for the first time, use 1% audiences and keep your country(s) to what’s proven. Once you’ve tested and proven LAL’s at 1%, try 3% and up and see if they work. Always try to keep things simple. 

Why 1% Lookalike Audience, because if you’ve had success with a 1% Lookalike Audience, your Facebook Pixel should be filled with valuable data that the Facebook algorithm can use to filter through this larger audience and find you even more likely customers, eliminating the risk that a new advertiser with very little Pixel data would face when targeting such a large audience. 

4. Creating new ad variations

We create variations of our proven ads so that we can run multiple versions of them to the same audience without experiencing entropy. Ideally, we want multiple versions of an angle running at 5-15x CPL. 

Once we find a proven audience-angle-image combination, we want to duplicate it and set a budget at 5-15x KPI to take it to it’s limit.

We then want to duplicate multiple versions of it at 5-15x CPL but change small things like headline, image or button so that its unique enough to run separate from the existing adset.  

You should always be sandboxing for new angles and when you find winners you should be scaling them in production. New angles are an extremely effective scaling method, but variations are hacks to get more juice out of existing angles.  

Once you’ve got a winning adset running at 5-15x CPL, duplicate it again and change the headline, image or button on the ad, keep everything else the same, including the budget at 5-15x CPL.

Try not to have more than 1 identical ad running to the same audience, get one adset to 5-15x CPL then create variants and get them to 5-15x KPI too. You can keep creating variants and taking them to 5-15x CPL till the point you reach audience threshold. 

5. Creating new ad angles

What are new ad angles? We experiment for new ad angles in our sandbox campaign and when we find winners, we scale them in our production campaign to 5-15x CPL and then create ad variations using the previous scaling method. 

Just because we have angles that work, doesn’t mean we can't make one that works better. Our methods are designed to extract more juice out of an existing angle, creating a better one improves everything. 

If you scale something shit, you get more shit. You can’t scale something that doesn’t work and you can’t scale something that’s average either.

You need a 6+ quality score to do anything and you really need a 9-10 quality score to scale. If you don’t have a 9-10 QS on cold traffic, keep sandboxing new angles till you get one. 

The point is that you have to create new ad angles that work better. 

6. Targeting additional countries

Here we identify countries similar to the countries were succeeding in and test them to widen the audience. Because we can’t exceed $10/10,000 people in an audience, our audience size dictates our threshold spend.

By identifying additional countries, we’re able to expand our audience and threshold spend. 

Your ability to sell to multiple countries will depend on your product and distribution system, but if you are selling lightweight goods or dropshipping your product internationally, you should definitely consider targeting a global audience. 

Once we’ve deployed multiple scaling methods within a given country, it gets harder to extract more scale from that country. We should take our initial country to the absolute limits, then seek new territory. So targeting additional countries should be on your mind. 


How should you do it? Once you’ve scaled to the limit in your initial country, start testing countries most similar to it. Duplicate your best performing adsets and change the country to the new country for testing. (use the same campaign).

If you know where to look, clues are everywhere. If you’re targeting the US only but you seem to be getting the odd customer from Canada and Australia, that's a clue. If you have existing clients not in the US, that's a clue. Just as audiences have affinity, countries have affinity. We use “cultural clusters” to see this. 

7. Scaling retargeting campaigns

Scaling retargeting campaigns is the process of using different campaign objectives to increase reach and performance of our retargeting campaigns.

Most of our scaling efforts go towards cold traffic campaigns because this is the entry point and the most important thing. However, as we scale cold traffic, retargeting audience size increases, this gives us more options.

Once you’ve taken your warm retargeting campaign to the absolute limit, duplicate the best performing adset into a NEW warm retargeting campaign with the “page post engagements” objective.

Your original warm retargeting campaign should have the “conversions” objective and you should have pushed it to the absolute limit. Set your “page post engagements” campaign budget at 40% of the conversions budget. 

The above strategy is only used for warm retargeting campaigns, not hot retargeting. For hot retargeting we stick to our “conversions” objective at the campaign level and “daily unique reach” at adset level with a max bid of $150 /1,000 CPM’s.

To scale hot retargeting, keep increasing the spend and always taking it to its limits. As the audience size increases, increase spend. Test new images and angles, try increasing max bid too. 

8. Decentralized architecture

Decentralized architecture is the process of structuring our ad accounts, campaigns, adsets and ads in a way that decentralizes spend and load balances it evenly.

This allows us to scale our spend by adding additional clusters, not increasing the existing ones. The biggest enemy of scale is entropy, at a certain load disorder and diminishing returns set in.

To avoid this, we architect our ad accounts so that the spend is evenly distributed at safe levels without entropy. 

Initially we scale using 1 ad account and 1 cold traffic campaign with all your audience and angle variation happening at the adset level.

Scale all of your winning angles to 5-15x CPL, create ad variations on those angles and scale them to 5-15x CPL. Keep going until you reach the limits of your audience, don’t exceed $10/10,000 people. 

Entropy exists everywhere, we see it occur at the adset level at 5-15x CPL, we see it appear at the campaign level at $1,000 /day and at the ad account level at $5,000 /day.

We design the structure of our machine based on the entropy threshold limits: When you get to $1,000 /day in a campaign, create new campaigns for each angle and take them to $1,000 /day with adsets that are at 5-15x CPL. When you get to $5,000 /day in a campaign, create a new ad account for retargeting. 

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