If you have a Facebook campaign that’s already excelling at a $1,000 budget, it’s easy to think that all you need to do is go all-in and push your full $20,000k budget to the ad set. In reality, however, this can lead to
When it comes to scaling a diet or supplement offer on Facebook, this is particularly true. There are so many things to take into consideration, and only a single one is the actual ad spend.
Wondering how exactly you can scale your offer through Facebook Ads? In this post, we’ll go over 5 Key Principles that we use to scale supplement offers to 10k, 20k, and 50k per day so you can start to see results on a massive level.
Step 1. Know Where Your Offer Stands
Do you know where your offer stands on the earnings-per-click (EPC) totem
Earnings-per-click is calculated by the allowable cost per action (CPA) x conversion rate (CVR), and it gives you an excellent big-picture view of how effective your campaigns actually are from start to finish.
EPC = CPA X CVR
The EPC status is essential, but we see a lot of Diet and Supplement business owners approach us and ask us to help scale their offer, but they focus more on CPC or vanity metrics like impressions. In many cases, their EPC is often too low for us to just automatically take it to the next level.
In order to be competitive in the weight loss space, for example, you don’t stand much of a chance if your ad campaigns don’t have an EPC of a $1 or more on mobile newsfeed campaigns.
If they don’t, the campaigns won’t be able to scale well, and you’ll start seeing the results dwindle.
If they do, however, you will easily be able to spend more than 30k a day while maintaining results, especially on weekends.
Meanwhile, if you own a weight loss or supplement company and your EPC is hovering at $0.50 or less, there’s not much that we can do.
We can work campaign magic, after all, but we can’t work miracles, and no amount of creative adjustments or tiny targeting tweaks are going to be able to scale those campaigns consistently.
Simply put, if your campaigns aren’t at the $1 EPC mark or higher, you need to go back to the drawing board, because they’re just not ready to scale yet. If they are, you’re ready to head to step 2.
Step 2. Set Up Excellent Tracking
Scaling your campaigns requires strong, detailed tracking.
This is important so that you can know which campaigns to scale, but to also carefully monitor their progress as you do. Would you really want to be dropping 40k a day or even a month, after all, and not being 100% sure what was coming from it?
There are several things that we recommend doing here. The first is to make sure that Facebook tracking pixel is installed on every page of your site, with custom tracking codes placed on specific key pages as needed.
Once you have the tracking pixel installed, we then encourage you to ensure that Facebook’s reporting is matching your CRM’s data as closely as possible.
It’s not uncommon, after all, to see differences in data even between Facebook and Google Analytic’s tracking, so looking for any different numbers and understanding where they’re coming from is essential. While the discrepancies sometimes come from different attribution models or windows, it’s still something you’ll want to get to the bottom of.
Ultimately, having consistent data across multiple platforms will give you the confidence in the numbers that you’re seeing, so that you’re sure of the number of sales being generated and what campaigns are actually generating them.
Step 3. Remember That Scaling Affects Calculations
Most advertisers and brands naturally try to complete calculations to estimate their CTR, CPC, return on ad spend (ROAS), and more. Of
Most brands fail to properly take scaling into account when making these calculations, not realizing (or forgetting) that scaling almost guarantees that metrics and rates are going to be changing.
In our experience, you’ll
These can be significant changes, and it can make brands’ heads spin if they aren’t ready.
The metrics that make sense when you’re spending $1k to $5k a day are going to be drastically different than those when you’re dropping $30k a day. There’s a good chance that in this scenario, your CVR and CTR will drop by somewhere around 30%.
You must take this into account. It’s best to increase the ad spend on your campaigns slowly so that you can view the metrics at each budget level and make the appropriate decisions moving forward.
Step 4. Prepare Your Credit Cards
Even if you’re already a big spender (but especially if you aren’t), you’ll want to make sure that your credit card companies are ready for some big spending.
We always recommend that our clients call their providers to let the banks know that a substantial volume in ad costs will be showing up on the
If you know the exact amount you’re going to pay, you may do what some of our clients do and even prepay the credit cards ahead of time. This ensures that the provider won’t be spooked by sharp increases in
Not thrilled with your business’s credit card company or not sure that they’ll allow this kind of volume? We have several recommendations for our clients, which we’ve used personally ourselves. These are:
Spark Business from Capital One, which gives you 2% back (and automatically boosts your ad’s ROAS)
American Express’s SPG card, where the SPG membership points are more valuable than the regular memberships; this can help with travel costs
Step 5. Enjoy
There are few things more exhilarating than scaling a Diet or Supplement offer on Facebook. Scaling hard when you know you’re making money and about to get even more incredible returns is an addicting rush, and there’s no better feeling.
We revel in this part of the journey with our own clients, and we love seeing the joy that clients experience the first time they really scale.
Once you’ve gotten to Step 5, there’s nothing to do but sit back, have confidence in your strategies and the numbers you’ve crunched, and to watch the results come in.
Remember that there will be both up days and down days, so don’t be too alarmed if you aren’t getting the results you were hoping for in the first two days. Just keep an eye out and make sure that you’re on CPA target for a 7-day basis, and you’re good to go.
Scaling diet and supplement offers takes a strong understanding of the Facebook platform, but if you follow these steps, you’ll be in good standing.
Just remember that scaling doesn’t always guarantee consistency, so be ready for some fluctuations in the process.
Still unsure about which campaigns to
We’re always excited and ready to hear from new, interesting brands and help them launch their campaigns into success.