How to Scale Your Ad Campaigns

by | Jan 5, 2022 | Facebook™ Ads, How To

If you’re seeing results trickle in from the ads you’re running, it may be time to scale your ad campaigns so that you’re maximizing your efforts, budget, and outreach! I recommend scaling your ad campaigns as long as you… 1. Have the budget to scale them and 2. Have seen consistent lead generation and conversions from your existing ad efforts.

It’s an exciting milestone to scale your ad campaigns because it means what you’re sharing is working AND you’ll be able to get it out in front of even more of your target audience. I like to say that you can scale ad campaigns either vertically or horizontally.

 

 

What it means to scale your ad campaigns vertically:

Vertically is typically the avenue people think of and use when scaling their campaigns. This is where you increase the budget on an existing campaign. If you scale in this manner, I’d recommend you do so incrementally over a period of time.

I typically will stick to 20% or less increases over 2 to 3 day increments. This slower increase will prevent the ad from starting over in a new learning phase. Using this strategy also means it will take longer to scale your campaigns, however, the life of a campaign tends to be longer, as well.

The other way to scale vertically is to duplicate a high-performing ad set and use a much larger budget. Once both are running smoothly, I’d recommend turning off one of the campaigns, as the audience overlap could inhibit positive results.

 

What it means to scale horizontally:

There are a few ways you can scale your ad campaigns horizontally.

 

1. Add new audiences

You would either create a new Lookalike audience—think opt-ins, page visitors, engagers, any email lists you’ve uploaded, etc.

 

2. Expand on your interest targets

So, if you’ve got all the usual business pages, for example, consider adding an ad set that has interests by job title or interests by tools that your audience might use i.e. Infusionsoft, Constant Contact, Nikon, etc.

 

3. Add new creative and/or new copy

This is an extra consideration you could do! It’s a more passive way to scale via experimentation, but it can work. I actually just did this for a client… One specific version of copy and headline was yielding all the purchases in the campaign, so we crafted a new graphic using that same lingo and copy, and voila! More conversions came immediately.

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See? You have a LOT of options when it comes to scaling your ad campaigns. Consider your budget, your bandwidth, and your ultimate goals, and then go to town using one of these tactics. And drop any scaling questions in a comment for us to answer in a future blog post!

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The Quickest Way to Identify Sales Funnel Problems

The Quickest Way to Identify Sales Funnel Problems

by | Nov 1, 2021 | How To, Sales Funnels

So, your sales funnel isn’t converting. You think your offer is pretty bomb-dot-com. You’re pretty sure each piece of your funnel is strategic and important. What gives? I see this all the time, friend. And the thing is, your funnel probably is pretty great and well thought out. But it’s important to do a run-through from top to bottom in order to identify sales funnel problems that might be leading to stalled conversions.
 
By running through this checklist, you should be able to uncover the missing link or shoddy piece of the funnel—and then fix it—so you can start reaching more people in your target audience and making conversions. Yes, please!
 

HOW TO IDENTIFY SALES FUNNEL PROBLEMS

 
I recommend starting at the beginning or top of the funnel and working your way through each step and seeing how effective it is.
 

SO, START FIRST WITH THE ADS.

 
First look at: Are people clicking and engaging with your ads? If not, you might have either a targeting problem or an ad problem. (I.e., the ad isn’t appealing in its language, images, or overall content.)
 
Try adjusting your targeting, image, and/or the copy. Play with a few versions to see what works best. You can do long-form copy, short-form, story-based, results-based, or objection-based. Try different images with faces and objects (like flat lays). Different messaging and imagery appeal to different audiences, so test a few things to see what your audience prefers.
 

ONCE YOU’VE GOT PEOPLE CLICKING THE AD, THEN WHAT IS HAPPENING?

 
If it’s an opt-in page, are they choosing to opt-in? If not, you might have a landing page problem. Landing pages should have a high conversion rate because you’ve likely honed your ad to target a specific audience, and those who click through to land there are people who should have a significant interest.
 
If your page doesn’t have a high conversion rate, adjust your messaging first. The best landing pages address the problems your target audience is facing head on, and then point to how your offer is the solution.
 
Also take a look at the functionality of the page. Is it clear how to take the next step? Are there links to click away? Ideally there is only ONE thing to do on a landing page: opt in or buy.
 

ONCE PEOPLE ARE OPTING IN, THEN WHAT IS HAPPENING?

 
Are they not moving along in the funnel? If not, it’s typically one of three problems:
 
Not a great offer. It’s not what your audience actually needs or wants.
Your messaging isn’t working. It’s not connecting with your audience’s desires and pain points.
Your funnel doesn’t have enough steps. You’re asking them to buy too quickly, before they know and trust you.
 
Think through each of these possibilities and adjust your offer, messaging, or funnel as needed. Sometimes small tweaks can make a HUGE difference.
 

START AT THE TOP AND WORK YOUR WAY DOWN

 
Essentially when diagnosing funnel performance, you want to start at the top of the funnel and work your way through as if you were a prospect. When you break it down piece by piece, it will become clear where people are getting tripped up, and that’s where you can start to tweak your funnel.

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3 Ways to Supercharge Your Ad Strategy

3 Ways to Supercharge Your Ad Strategy

by | Sep 22, 2021 | Facebook™ Ads, How To, Strategy

When it comes to your Facebook ad strategy, your mission should be this: to constantly, constantly level it up. We live in a preeeeeetty much ever-changing world, and Facebook is an ever-changing social platform — so learning to supercharge, level up, and mix up your Facebook ad strategy is KEY to growth.
 
 
Luckily, though, leveling up doesn’t mean reinventing the wheel. Instead, you just need some go-to methods for switching it up and expanding your Facebook ad techniques (think: engagement ads, optimizing your ad audiences, and being you).
 
 

Luckily, that’s what I’m here for! You ready?! Here are the processes and techniques I implement with my clients.

 

 

3 Ways to Supercharge Your Ad Strategy

 

Before anything else, remind yourself that the key to Facebook ad strategy is to learn how to pivot and grow, no matter what. When you can remember that you’ll always want to switch it up with your Facebook ad strategy, it’s way easier to get yourself in the mindset.

 

 

1. Run engagement ads.

 
When you want to constantly grow your audience and excite the people scrolling your ads, you have to hook ‘em in — and that’s where engagement ads come in. Not sure what engagement ads are? They’re just what they sound like! Engagement ads are specifically built to draw people in and encourage them to click, usually through methods like video, polls, or imagery.
 
 
My fave way to run engagement ads is video… allllll the way. Video ads are super engaging, they’re cheap to run on Facebook, and they’re instant — i.e., they don’t require people to drop an email or take a click. All they have to do is watch, making it the best way to introduce people to your brand or re-engage custom prospects.
 
 

Pro tip: don’t forget to create a custom audience based on the viewers who watched your video so that you can re-target them with a new ad. That way, they keep learning from you + engaging with your content. It’s like magic.

 

 

2. Combine your Facebook ad audiences.

 
Based on the current state of the Facebook algorithm, the more people the better. Enter: combining your audiences to maximize your conversions and your reach. This is the best way to reach a bigger audience and optimize your results, and it doesn’t require as detailed of targeting or segmenting as the past.
 
 
Wondering how to do it? It’s easy! If you have several different client or email lists of warm audiences, try combining ‘em all and using them in one ad set. If you have a bunch of Lookalike audiences, combine those together and use them in one ad set. It’s simple, really: the wider the target, the more room the algorithm has to find your people. Give it the room to find your people!
 
 

3. Be. Yourself.

 
Here’s the thing: people want to do business with PEOPLE. They don’t want to do business with faceless brands and engage with super dry ads, especially on Facebook. Your job? To remember this, because the more personality you can infuse in your ads, the better! Regardless of whether or not you’re trying to be the face of your biz doesn’t matter — just work to add in voice and joy and fun wherever you can.
 
 
The goal? Humanize, humanize, humanize. Unless you’re a massive business with tons and tons of recognition (like Gap or Coca Cola), odds are that not everyone is going to know who you are! Find ways to bring your (or your business’s) humanity into your ad sets, whether it’s by using a signature character a la Flo from Progressive or simply by intermingling in a non-corporate sounding voice.
 
 
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No matter who you are or what kind of business you’re in, you know that trying new things and new methods is part of life — and that goes for your Facebook ad strategy, too. Instead of being worried about constantly needing to do something new, just try out different things and see what works. It’s that simple!

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