Original subtitles

most advertisers are scaling their

Facebook ads the wrong way and it is

ruining their chances of success you're

just ruining it you're look at my lips

you're ruining it so in this video I'm

going to show you a new way to scale

Facebook ads one that I've never talked

about before and that performs a lot

better but first let's quickly go over

where advertisers are going wrong with

their skate

a lot of advertisers have heard that the

best way to scale is to leave your

existing successful campaign alone

duplicate it and then run a new

identical version alongside each other

but of course you're scaled because

you've got campaign budget in one

campaign and campaign budget in the

second campaign now there are a number

of issues with that but the primer of

which is Fortune overlap

now we're seeing auction overlap

warnings come up in Facebook ad accounts

more and more and it is something to pay

attention to not all the warnings that

appear in ad accounts are but this one

is auction overlap means that both those

campaigns are competing against each

other in the auction and meta won't

allow that to take place within one ad

account so if you have identical

campaigns they will only let one of

those campaigns into the auction to

compete against all the other

advertisers that are trying to reach the

same people and what that means is that

when you use that structure where you

have the identical campaigns running

alongside each other only one will be

entered into the auction at any one time

and that results in one of those

campaigns but often actually both of

those campaigns under delivering because

meta will switch between one and two

periodically and it's going to lead to

poorer performance in both those

campaigns you're not going to get as

much data in one for you as an

Advertiser and meta as a sort of machine

learning platform to be able to improve

your campaigns and optimize over time

now we used to use a tool called the

inspect tool to be able to identify

auction overlap and potentially mitigate

issues ahead of time because of course

there are identical campaigns that are

going to overlap 100 that matter won't

go near won't allow you to do but there

are also other campaigns other AD sets

that are going to overlap a bit and we

used to be able to use the inspect tool

to see to what extent is their auction

overlap is it actually a problem

unfortunately the inspect tool has been

retired so we can't use that anymore to

try and get ahead of this or to work out

to what extent it is a problem my strong

recommendation would be to just not use

that as a scaling technique don't just

duplicate campaigns and run identical

ones alongside each other and especially

don't do that multiple times I've seen

ad accounts where someone's taken one

campaign they duplicated it and then

they've run the two of them that

identical alongside each other and

that's performed well enough for them to

just keep going and they end up with

five six duplicates and the whole thing

turns into a mess so if that's the wrong

way of scaling a Facebook ad campaign

what's the right way what should we do

instead well there's the old way that we

used to use which is scaling in roughly

seven day increments it's absolutely

still valid it's a technique that we

still use as an agency all the time and

if you want to find out exactly how that

works there'll be a link in the

description to another video that shows

you that exact process and the

increments and all that sort of stuff

but there's also a new way that we've

been using recently that I'm about to

show you right now and just before I get

into that I want to quickly mention our

done for you Facebook and Instagram

advertising services so my company can

create manage and optimize your

campaigns for you we can help you get

much better results most likely take

that workload off your hands if you'd be

interested in finding out more there is

a link in the video description you can

click on that and go through to our

website and book in a call we do have a

3K per month minimum budget requirement

so please only book a call if you meet

that but if you do go ahead book a call

no obligation of course you can find out

more information and we can let you know

how we might be able to help we may have

worked with the business just like yours

in the past and hopefully we get a

chance to work together

so to demonstrate how this scaling

technique works I'm in an example ad

account I've just created a quick dummy

sales campaign for demonstration

purposes and what I want you to do once

you come into here which is ADS manager

is click on this more drop down arrow

and scroll down to automated rules now

what we're going to do with this scaling

technique is set up an automated rule so

that our campaigns scale in small

increments provided they meet certain

criteria basically as long as they are

producing great results and that's what

I'm going to walk you through now so if

you go ahead and click on create a new

rule and we're going to go with a custom

rule here if you select next give the

rule a name so I'm going to call this

scaling three percent and that's what

we're going to scale it just three

percent increments which is quite small

apply rule to active campaigns I'm going

to leave that there for now obviously if

you just wanted to apply to certain

campaigns then you could go ahead and do

that action we don't want the campaigns

to be turned off here we want to

increase daily budget by okay and just a

quick recap that I would strongly

recommend you use daily budgets not

lifetime budgets for all your Facebook

and Instagram ad campaign things okay

increase daily budget by three percent

so we're going to enter that in there

you could also increase budget by a

certain amount so you know if we're

running campaigns at 100 pound a day

maybe we would just increase it by three

pound per day or whatever but I like the

percentage because it allows for that

percentage increase to maintain as

budget levels increase

um if you enter in a hard amount then

that's not going to happen Okay next

thing we need to do is set a maximum

daily budget cap very very important

because if you're going to set up a

campaign like this and have it scaled

automatically it does become a lot more

of a set it and forget it set up and if

you do that the campaigns do really well

and they scale scale scale scale scale

you could end up with situations where

you end up spending far more money than

you want to particularly if you're

running say a leads campaign and you

then need to you know deliver the

service or process the leads and call up

with them and that sort of stuff you

could end up with capacity issues so

just set a maximum daily budget cap set

whatever you feel comfortable with you

know I could put in 500 pounds for

example but but just make sure that that

is in there and so that this doesn't run

away with itself over the next weeks and

months once you've got it set up action

frequency the default is every 12 hours

I think once daily is is absolutely fine

you know

um that'll make more sense as we go

through the the next steps as to what

that's uh what's that referring to so

the conditions when do we want this to

happen so when do we want our budget to

be scaled by three percent we're only

allowing it to happen once daily

um but what criteria needs to have been

met so there are a number of different

metrics that you can use I think cost

per result is perfectly fine

um and we want instead of it's greater

than we want is smaller than so let's

say we had decided that with our sales

campaign we're willing to pay 30 pounds

per purchase okay and then anything

under that we're happy for the campaign

to keep scaling we want to acquire as

many customers as possible so what I

would then do is say cost per result

needs to be smaller than 30 pounds get

that added in as has just um happened by

default and then the budget will be

scaled by 3 now what you see that what

meta will do is they'll automatically

default to Lifetime Impressions so this

will only run if we've had more than 8

000 lifetime Impressions and that's a

good thing you can delete that ad if you

want but I wouldn't recommend it because

you don't want your campaign to be

scaling in those first few days if

results are really good but you know

that that might not be representative

because the campaign's sort of going up

and down and it's very volatile once

you've got past that 8 000 Impressions

which you know depending on your budget

might take very very little time but it

just at least gives you a little window

before it it takes action so I don't

think that's a bad idea to have that

um at all then we've got the time range

so what time range is referring to is

how long into the past should meta look

at what data set should they use to

assess whether you've met the less than

30 pound cost per result criteria so

should it be maximum so should it be

looking at the average across the

campaign you know the whole of the time

it's been running I don't think so I

think you want to go with something like

the last three days and you can see in

here that there are lots of different

options okay you can have today

yesterday if you're running say a

campaign that's keeping people in app

like a Leeds campaign with instant forms

then you could go with yesterday as an

example just keep it really short

windows when we're generating something

like sales through our website we know

there's a bit of a reporting DeLay So we

want to give enough time for that to

filter through to get accurate data or

at least more accurate data so I think

last three days is a good time frame

that would be adjusted depending on the

business so if whatever we sell has a

longer lead cycle has a longer sales

cycle where people typically take longer

then we would look to increase that time

frame and what that means is that when

you know that when this rule is run say

today because it'll be run once a day

once every 24 hours

um then they will look at the last three

days of data and see are we under the 30

pounds for those three days and I think

this is a lot more Dynamic than just

doing maximum because you could have a

situation where the campaign runs really

well for a few months has a nice cost

per result and then starts to really

tail off but the budget is still being

scaled because of the average is still

under 30 pounds because of the the first

few months it did really well so I think

just looking at the last few days it's

good

um schedule happy for this to run daily

as I said it's going to run once a day

this rule it's going to assess the last

three days and then it's going to decide

whether or not to scale doing it at

midnight it's absolutely fine and then

you've got notifications at the bottom

here so you'll always get a notification

on Facebook but if you're anything like

mine there's tons and tons of

notifications that don't really mean

anything you can also choose whether or

not to receive an email to let you know

the rule has been enacted and we've

scaled by three percent and then we can

just go ahead and click create and that

is now a rule set up within our ad

account ready to run now one of the

great things about this scaling method

is that you can actually scale really

quite quickly and provided that your

campaign is delivering good results

which is the only scenario in which you

would want to scale anyway because if

you think about three percent scaling

potentially daily provided your results

are good compounded means you're going

to reach much higher budget levels than

you're currently on really quite fast so

there's large potential upside but you

cap your downside in that if your

campaigns aren't doing well you're not

going to continue to spend more money

it's not going to continue to scale so

you've got that really nice balance

there also it means if you set it up

this way that you don't need to be in

your ad account as often making manual

adjustments so you can focus on other

things and if you want to get smart with

this you can actually also set something

up to do the reverse so I'll quickly

show you how to do that so if we go

ahead and click on more again and we go

to automated rules create new rule and

then custom rule what we could do is

that we could say we could have another

rule to decrease the budget by say three

percent if our results are worsening

because that might be a step that you

want to take it's often something that

we'll do as an agency as our results

aren't great let's pull the budget back

let's establish and better return on ad

spend numbers before we then look to

scale back again so again apply rule to

all active campaigns or be more specific

and then we can just select decrease

daily budget by

um we could do the exact same thing 3

sent

we could have a budget floor where look

we never want to spend less than 100

pounds per day so we always know we're

going to be in that 100 to 500 obviously

you can adjust those numbers depending

on what you want action frequency I do

once again daily and then if the cost

per result in this example is greater

than say 35 you know give it a little

bit of wiggle room there

um add that in you can see the life

damage Impressions has been added as

well then if the cost per result is

greater than 35 pounds right pull that

budget down that's too high we can't

spend as much and again you can adjust

these numbers as you see fit I would do

the exact same thing for time frame

because that could be the last

um three days so it again you don't want

that scenario where your campaign did do

really well for a couple of months early

on but now it's actually doing really

quite poorly and you want to be pulling

the budget back but the average is is

making it look like the lifetime cost

per result average is less than 35 so

those last three days is a good time

frame or whatever it is that you want to

use seven days depending on your

specific business I'd leave it as daily

I'd get notifications and then click

create and what that gives us is a very

Dynamic budget situation where we're

spending more when our campaigns are

doing really well and spending less when

our campaigns are doing poorly which is

great it's what most advertisers want

and it can be really important for

certain types of businesses and this is

particularly useful for seasonal

businesses where you get better results

at certain times of the year and a lot

of that therefore can be handled

automatically you're not guessing it'll

be about to see the the summer drop off

or the winter drop off whatever your

business happens to be depending on on

what you sell so if you found that

interesting and useful please go ahead

and subscribe this new scaling technique

is working really well for us right now

and it's not the only new technique that

we're using in our Facebook and

Instagram ad campaigns and in this video

I share a number of Secrets tips

strategies methods all new stuff that

we're using that's working really well