Two strategies for Facebook's advertising expansion.

Let's imagine a scenario:

If we start testing our products on a $25-a-day budget, we'll immediately increase our budget to $100 a day after seeing some direct sales or higher click-through rates, and expect us to get four times as many results.

But in fact, we may not be so lucky.

Why?

The answer is clear in your mind - Zuckerberg is not happy.

In fact, advertising budgets are a form of communication, and we have to let Facebook know that everyone is buying our products.

And then guess what?

Facebook became excited and, like a cork from a bottle of champagne, began showing our ads to everyone!

It may take a few days for Facebook to calm down and focus on optimization.

But by then, we may be facing a $300 loss for each set of ads.

In.Let's get started.Before we discuss how to expand, let's determine what the signs of expansion are.

When expansion should take place.?

The biggest sign that we have a successful audience and products is... Sales.

In our experience, Facebook tends to show ads to the best audiences within the first 12 hours.

It's no different from playing dice gambling.

Facebook let us win the first round, but that doesn't mean we're going to win the whole race.

The guidelines we use in all our activities are:

Depending on the ad group, we wait patiently until the ad group spends at least $10-20 before we make a decision.

Hits.

Our goal is a click-through rate of 3%.

If we reach that number from the start, it's the green light for us, it's time to expand.

Of course, to use this method to be careful, we have also seen a click rate of 8%, but converted to 0 situation.

A weak signal data - participation or relevance score.

They're all highly relevant - look at how Facebook determines the score.

Engagement can be likes, comments, or videos.

Relevance score.

To determine the relevance score, Facebook has a formula that includes both positive and negative feedback from our customers (both of which will disappear by the end of July 2018).

Vertical expansion.

Vertical expansion means that we increase our day-to-day expenses/budget in a set of ads.

We started by slowly increasing our budget by 20% every 24 hours. The 20% increase is because we don't want Facebook to be too excited.

If it's too excited, it's going to start showing our ads to everyone. We don't want that.

The 20% limit is not so strict and can be raised to 30%, but we tend to stick to a stable value-added to ensure security.

Another way to expand vertically is to simply copy our ad group and increase its original daily budget to $150 a day.

We usually start work in the early morning (morning refers to 10 a.m. on weekdays).

Note: Facebook's algorithms take some time to optimize, so be careful to keep an eye on your ad group data changes.

Horizontal expansion.

Suppose we find a successful product and start expanding vertically, but we quickly reach all of our audiences.

It's time to start horizontal expansion.

7 ways to expand horizontally:

One of the easiest ways to ignore horizontal expansion is to change your mind.

Whenever our audience fully embraces our products, we can still create new creative looks for the same products, and they may still be interested in buying our products. At the same time, at this stage we can determine the number of audiences we have.

2. Use the Audience Insights tool in ads manager to find audiences that are similar to our target audience.

Then we can create new ad groups and test new audiences.

Save these audiences, go to our ads manager audience section, and check for overlaps.

3. Create a similar audience from purchases, car adds, view products, website visitors.

4. If our suppliers can ship to other countries, we will begin to expand our advertising to affect other countries such as Canada, the United Kingdom, Australia, New Zealand or other economic powers such as Germany, France, the Netherlands, Switzerland, etc.

5. There are currently 12 different locations on the entire Facebook network. We usually start with news subscriptions, instant articles, and Instagram.

Use different goals. Imagine cutting a cake into different pieces, each representing a group that Facebook tagged us:

Clickers (traffic targets),
Commenters and likers (participation),
Page lovers (like our page),
Buyers (conversions),
E-mail subscriptions (data generation),
App Installer (App Installer)
Video audience (video viewing)
Wait a minute. .

By choosing a delivery target, we're actually asking Facebook to target that audience, and by doing so, Facebook's algorithm ignores the rest of the audience.

Of course, we can also constantly test other campaign goals to reach other people who might buy our products.

7. When we see a better product conversion, we ask our suppliers to provide similar products so that our customers have more choices or increase conversion rates.

The final tip about expansion.

Facebook's algorithm is a fragile thing, and even if you follow these steps, it takes 1, 2 or even 3 days to optimize, so don't turn off your ad group if you find it's not working well a few hours or the next day after you increase your budget.

In addition, horizontal expansion methods can be used to combat advertising fatigue.