Facebook Ads Scaling: How to Scale Past $20k/Day Using Advanced Top of Funnel Campaign Structures

So this is what the top of funnel campaign looks like. There are four
different stages. We'll get into each and every one of them one by one.
You guys are spending 10-20 grand a day and you're not at least breaking even on the
front end, you're going to find it very difficult to scale. So we do want really
salesy creatives still, and real direct response creatives, even when marketing
with ecommerce. So that we can break even, and then we monetise on the back
end with our middle bottom of funnel, and our post-purchase campaigns.
So this is what the top of funnel campaign looks like. There are four different
stages. We'll get into each and every one of them one by one, and this is how we
set up our campaign. So on the left here, you can see our initial testing phase.
You guys should be able to read that. Now what we do in the beginning is
we set up two CBOs, and within these CBOs, we put a mixture of
lookalike audiences and interest-based audiences. The main thing that you want
to remember here is you want to just keep your audience sizes pretty similar,
because again like the last speech, it's all about the algorithm and letting the
algorithm optimise, and if we put wildly different sized audiences, it's gonna
mess with the optimisation of that and the delivery, and we're going to struggle
to get the results that we're looking for. So make sure you're setting it up
with similar sized audiences throughout each ad set and then on the
ad level, we use something called dynamic creatives, which a lot of you guys
probably know what they are, but to those that do not know - dynamic creatives, we
can put a number of different variants in terms of headlines, copy, descriptions,
images, videos, and Facebook is going to create a bunch of different combinations
and it's gonna spit it out and start delivering that to the audience.
This, I love for a number of reasons. Firstly, it really helps with ad fatigue.
When you have so many different combinations and you give Facebook all
of these different options for the algorithm to choose, and the algorithm to
deliver what it thinks it's best based on the data that Facebook has, because we
only have like a tiny percentage of the data that that Facebook has on its users.
When we give Facebook those options, it's gonna deliver and work much better,
and once we start delivering and they're seeing all these different
variants, our ads are gonna fatigue much slower
because we can crank up the frequency and have people see our ads multiple
times, since they're seeing those different variants. Same deal with our
retargeting. Our middle, bottom funnel and our post-purchase stuff. If
we put dynamic creatives in there, where we've got smaller closed audiences, that's
where we can really crank up the frequency and we don't have to worry too
much about fatigue, where we otherwise would have because those audiences are
smaller. So from there, from our initial testing. So we get those live, we
test them, we take the results, and then we move them into the middle stage. And
that second stage is what we call the narrowing stage. And this narrowing
stage, real simple, all we do is we take the five best winners and we throw them
all into the narrowing stage, in terms of ad sets, and then on the creative level,
we actually go in have a look at the breakdowns by creative. The creative
breakdowns. So that we can have a look at them by variation and we put the top
variations into this stage. So basically all the stuff that we've gotten from our
tests, we've just narrowed it all down into one campaign, and this typically
works quite well. With that, we begin to scale it up and we'll talk
about scaling in just a sec. However, if we do have a couple of duds, which
sometimes happens. Wwe move on to a second stage and we just replace those duds
with new campaigns and run them again, and typically that solves the problem
for us. Finally, we move over to the third stage. Now this third stage is going to
be a duplicate of the campaigns that we've already found that are winners.
So in that middle stage we're gonna begin scaling those up, and then we
create what's called a mega CBO, and in this mega CBO, we want at least 10 ad
sets. It works extremely well because Facebook's got his whole rule of
5 and we found that once we put 10 to even 20 ad sets or more, works super
well, and again it's just all of our winners that we found up until this
point. The main difference is actually on the creative level here. So we're gonna
take all of the post IDs of the really high-performing dynamic creatives and
we're going to throw them in and actually start building up social proof.
Keep in mind, we do keep a bunch of different creative variations. 5 to 6 in
here because what's going to happen is again, when Facebook identifies that one
of those creatives isn't performing as well as it
was, particularly when you're starting to spend higher budgets, it's gonna start
delivering to the second and the third performers on its own. So then you don't
have to worry too much about that ad fatigue. A lot of people assume that when
they start running ads and they've got 5 different ad variations in an ad
set, they assume that the ones that perform not as well as the top
performers, don't work. When in fact, it's just relative and they're just not
working as well, but they're just dormant there and Facebook's gonna use them
later on when it needs it, and when the top performers start to deteriorate and fatigue.