The Jumpstart Method – An Advanced Facebook Scaling Technique

By 11th January 2018Facebook Ads

If you are familiar with Facebook campaigns, or maybe you are exploring the idea, at some point you will inevitably face the challenge of scaling up your campaigns. As with any channel, when you broaden your audience you will dilute your chances of finding the perfect customer.

For the right business, Facebook represents the biggest opportunity to reach millions with highly measurable, targeted offers. Unfortunately, simply smashing your budget and bids up will leave you scratching your head and cursing Zuckerberg for not making you rich.

There are many scaling techniques circulating right now. This is ours.

The jumpstart method is a Hotwire Media designed, Facebook scaling technique that we’ve used the grow large financial campaigns.

Now despite us specialising in growing financial campaigns, this technique could be used for any CPA based campaign and in some cases, e-commerce.

It includes a blend of simple automation rules, high manual bidding and then duplicated accelerated campaigns. Not for the faint hearted, but for the serious business owner hungry for growth.

 

Step 1 – Create Your Campaign

When you build you campaign, use a multi adset strategy with individual interests, or highly similar interests per adset. The number of ads within your adset is up to you.

I’d recommend using a target of at least 25 conversions per ad (when Facebook starts to understand your objectives). This will help determine how many variants you want. If you are targeting 200 leads per day, you will need 8 ads. You might find some ads simply do not get any traction so I always add a few extra ads into the mix.

Objectives – Be sure to optimise your campaigns for conversions. As we scale, we want Facebook to know our intention is to get leads, not clicks.

Bids – Whilst automatic bids have their place, I would not recommend using them to start. Instead I would suggest you stick with MAX bid or a manual bids set at a very high level.

In an existing campaign that we run, the target CPA is £11.50, but we bid around the £31 per result mark. We achieve £7 CPA.

I believe this works as it a) tells Facebook that you are serious and b) gets you higher positions within the feed. Higher positions represent fresher content in a user’s mind and click rates are higher (if the offer and copy is sound of course). Please bear in mind that you pay per impression, so you do not want to sit amongst the junk in the lower part of the feed.

 

Step 2 – Create the following rules

Automated rules are a godsend for businesses and marketers trying to scale properly. They are your eyes and ears and if used properly can be the difference between a profit and a loss.

The following is a basic example of how a combination of rules can be used to protect yourself from nasty little ads and adsets that creep into the red and damage your top level performance. It also helps the scaling of outliers that perform well consistently.

  • If spend is greater than (insert figure) and lead volume is 0 > pause.
  • If by 3pm CPA is higher than (insert figure) > pause.
  • If the previous 7 days adset’s CPA was lower than (insert figure) > increase budget by 20%
  • At 00:01, if yesterday’s adset spend is greater than £0.01 and adset is paused > resume.

The reason we resume the underperforming paused adsets from ‘yesterday’ is because an adset’s performance does tend to swing from day to day and they deserve a chance to improve.

*You will need to manually review adsets that consistently underperform and either delete or remove the rules (or the resume rules will switch it back on).

 

Step 3 – Hour Long Accelerated Campaigns

Whilst step 2 will scale your campaigns automatically, progress can be slow and you will find that as you kill adsets, you will need to replace them or your budgets will remain static or indeed move backwards. You need to have another set of campaigns based on the performers that we can scale up quickly.

Identify your best performers from step 1 and their attributes. Create a duplicate campaign and use a 3rd party tool like Adespresso to create a series of duplicated 1 hour long accelerated campaigns for your chosen ad scheduling.

  • 9am – 10am – Duplicated Accelerated Campaign
  • 10am – 11am- Duplicated Accelerated Campaign
  • 11am – 12pm- Duplicated Accelerated Campaign
  • 12pm – 1pm- Duplicated Accelerated Campaign
  • And so on….

Accelerated delivery tells Facebook that you wish to spend the budget for this campaign as quickly as possible. We use hour or two hour windows to help us control the overall budget and allow us to spend a certain amount over the day without fear of blowing a lot of money very quickly.

Apply these rules to each accelerated campaign:

  • If spend is greater than (insert figure) and lead volume is 0 > pause.
  • If the previous 7 days adset’s CPA was lower than (insert figure) > increase budget by 20%
  • At 00:01, if yesterday’s adset spend is greater than £0.01 and adset is paused > resume.

 

Step 4 – Repeat

As you scale, continue to use the winners from the step 1 standard delivery adsets and build multiple accelerated campaigns.

 

Summary

There are many different ways to scale campaigns. I continue to read, test and learn. Please feel free to leave any comments or links. We are keen to know if this works, and what tweaks you made should you try this.

Thanks & good luck

Need Some Help?

If you would like some help with your Facebook campaign, please get in touch. If will believe we can add value to your campaigns, we will try our best to build a solution for you.

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