3 Ways To Scale Facebook Ads In 2024

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SUMMARY OF VIDEO
***
Hey! If you’re new to the channel, my name is Nick Theriot
I’ve been running Facebook ads since 2015 and have done over $50m in revenue for our clients. We work with a variety of brands but the majority or e-commerce!
3 Ways To Scale Facebook Ads In 2024
In today's video, I'm breaking down the top three strategies to supercharge your Facebook Ads scaling in 2024.
The digital landscape is ever-evolving, and staying ahead is crucial.
I'll be sharing insider tips on audience expansion, budget allocation, and creative optimization, ensuring your campaigns not only survive but thrive.
Whether you're a seasoned marketer or just diving into Facebook Ads, these proven techniques will elevate your game and boost your ROI.
Don't miss out on the latest tactics-let's dive into the future of Facebook Ads scaling together!
***
- Nick Theriot

[@bene88597]

I would say the 20% rule is the best for Branded Dropshipping even! A good product should leave us room to scale it slowly for 14 days but sometimes there are few products trending once u need t be quick to make money so it depends on the Product I would say Thanks Nick good Video needed that.

[@NickTheriot]

The way the product is fulfilled, does not dictate the way you need to scale

[@MartinBenesCreative]

Great video. Have you noticed that recently while rising budget meta was suggesting even higher % than the old good 20%? What do u think about that?

[@NickTheriot]

No i did not see that

[@VakoCavender]

i've been trying to duplicate winning adsets into a new CBO campaign and it works good for 1 or 2 days but then it will crash also i've been trying to duplicate the current winning adset into another adset at a higher budget which works "great" but it has the pressure so my current conclusion as you said nick is to just scale at 20% every 2 or 3 days

[@NickTheriot]

Just leave winning dct on

[@e1t276]

Hey Nick amazing video! You should honestly do the 2022 video about hooks for meta/tiktok ads again but an updated version now! Or something to do with hooks and body writing

[@NickTheriot]

This is also a good one kzbin.info/www/bejne/mmi0gmynodyab68

[@jjg4521]

Thanks for the video. It is very helpful. There is up and down in a week besides the budget influence. Especially when my average conversion window is 7 days

[@NickTheriot]

Happy to help

[@setia1653]

hey nick, whats your take on this🤔. when i focused on cpa like you advice so meaning i cut off adset that aren't hitting target cpa in at least 3 days. I noticed i get a little inconsistent results, but then i realize that my products price range from low to high. So i forgot to put in mind that some adset will get higher cpa. So i swich the strat a little and lookup adsets the pass 4-5 days that get consistent roas and are profitable, and it kinda supriseme how many adsets that i thought were good but not so consistent this whole time. After i only use consistent roas adset the results have been amaizing these past 4-5 days! my roas are literally way more stable

[@NickTheriot]

Nice good work!

[@thebluepill4981]

Hey Nick! Another increadible vid, I've seen everything you've mentioned to be the case in the past. I definitely want you to run my ads once everything is good with my brand! :) I do have one question, based on the 30 days 20% scaling example you gave. Would you start increasing up by 20% immediately after launching a new product/campaign if you're getting profitable sales on day 1/2 or do you wait 7 days and launch DCTs based on the best performing creative in those 7 days before increasing budgets 20%? Thanks again as always!

[@NickTheriot]

Thank you! I would start immediately if i'm seeing results

[@PaulinaPrasetyo]

Hi Nick! I've been following your videos and heard about the 20% scale-up or scale-down strategy several times. If I run a DCT in an active campaign (using CBO/Advantage Campaign Budget+), as a DCT ad set, does it mean I need to scale up or down the budget at the campaign level? Am I understanding it correctly? Also, what is your opinion on this statement: "Too much editing of the campaign/ad set/ad will cause the algorithms that are already running to start over again from zero"? Do you agree with it? Thanks a lot!

[@NickTheriot]

Correct at the campaign level and just depends on the edits being made

[@binhle-bj4qg]

do you notice in 2024 some ad accounts do not even have the learning phase anymore, and the ad account is quite sensitive now ? even at low budget like 25 USD, when we increase it to 50 USD, the next day's performance is usually bad and it takes some time to be normal.

[@NickTheriot]

That’s normal for fb to take 2-3 days to adjust to new budget.

[@billzhang5489]

@@NickTheriot If it takes 2-3 days for FB to get back to normal, then we shouldn’t increase budget on a daily basis? Do you increase on specific days or on daily basis? Thank you

[@ibya2242]

Nick, I increased my budget according to the 20% rule for 1 week and my ads were going very well. There has been almost no sales for the last 3 days. What could be the reason for it suddenly getting so bad? I started reducing my budget as you said, but it still hasn't improved. Should I open a new campaign and close this campaign? Or do I need to build the same sets from scratch within this campaign?

[@NickTheriot]

This week performance has been down across the board due to valentines day and fb ads being down for a couple hours the other night. i would keep building within the campaign, i never turn off a campaign. New ads weekly with fresh new content

[@ElsaKujala]

Hi Nick, does the 20% mess up Meta and bring ads back to learning phase? I´ve hard that the increase should be max. 3% per day in order to avoid this.

[@NickTheriot]

I don't worry about that

[@andreabozzi6197]

Hey great video! Do you recommend this also for lead ads?

[@NickTheriot]

Yes

[@matteosargenti910]

Hi Nick, thanks for another good video. Are you still moving winning creatives into an "Main adset" without dynamic creatives?

[@NickTheriot]

Yes and leaving the dct's on, pretty much doing both

[@promotrix7312]

You use more CBO or ABO ?

[@NickTheriot]

CBO

[@mated8618]

Hello Nick, awesome video! My question is, do you raise this 20% for 1 campaign? Or do you have several campaigns and 20% for each? +question: how much can 1 campaign be charged? Thanks

[@NickTheriot]

I stick to as few campaigns as possible, most accounts have 1 cbo and that's it

[@homebuyerlab]

@@NickTheriot How many adsets do you have in that 1 CBO campaign and what does that structure look like? Do you only have one ad for each adset?

[@RaedSkaik]

Thanks for another great video! Yesterday, I started a new campaign, and it achieved a 4.5 ROAS on the first day. Now, it’s nighttime on the second day, and so far, it’s only at 0.5 ROAS. Is this normal? I hope you can create a video about the challenges and fluctuations that Facebook ads has and how to deal with that. Thanks!

[@Chuki_Jr]

yea thats completely normal, facebook is just trying to find what works best with your campaign and products or whatever you sell. just wait a bit till your results stabilize, and then you can move forward and see if you are happy with the roas, and if your not, then you have to make new ads and see which ones work the best and scale on from there.

[@NickTheriot]

Give it more time, it's only been a day. I always give it 7 days

[@mihaellaa.7911]

Another amazing video! Question - is it true that its not worth starting to advertise on FB with lower budget than 20 dollars a day? Also can we do this scailing by 20% while in the learning phase, or will that change restart the learning phase?

[@NickTheriot]

You can start with $20 a day and yes you an scale while in learning

[@mihaellaa.7911]

@@NickTheriot thank you very much!

[@BarakJones]

Nick, first off, a big thank you for all the videos you make! They help me a lot. 😊 I have a question and really want to know what you think: What if I start selling something that's similar to what others sell, and once I become profitable, I plan to invest everything into making it better and superior? Do you think it's possible to reach $100-$200 a day in profit with the same product as everyone else? Thank you so much for your help!

[@NickTheriot]

Yes, you'll want to apply the market sophistication ad strategy kzbin.info/www/bejne/aJ6WmqyNfcmgnZY

[@blazour]

Hey Nick, thanks for your valuable videos! Ive been running one adset according to your advices for the past mont and got daily about 10 purchases! But last week it has been struggling to get barely 2 or 3 purchases a day. I did not change any settings or budget, the adset just got stuck for some reason. What ive been doing is DCA testing this whole month aswell (1 new DCT each week), but i couldnt find any DTC which was able to beat my main adset. What would you recomend me here? Iam really thinking to turn off the main adset just to let the other DCTs kick off and let facebook spend on them more. Because up until now, i was really not able to get any DCT beat my main adset, in which there is one freaking ad taking all that spend - but as i said, last week the performance dropped terribly below. Any tip on this? Thanks!!

[@NickTheriot]

This week performance has been down across the board due to valentines day and fb ads being down for a couple hours the other night

[@blazour]

@@NickTheriot alright Iam going to wait few more days and hope for the results to show up again. Thanks for update!

[@bigboyskaters123]

Hey have you ever duplicated one of the winning ads in the main ad sets to make two copies of it in the main? Was wondering if that could work

[@NickTheriot]

There's no reason to

[@wealthliteracy6093]

Hey Nick, thanks for the advice! It was a great learning for me. I would like to ask, if you’re going to increase or decrease the budget, do you do it on the existing ad set or you duplicate the ad sets and increase or decrease the budget on the duplicated ad set? Thank you!

[@NickTheriot]

I just increase it, i don't duplicate

[@ВячеславКоринной]

Do you launch the new test group at the start of the new day at 12:00, or does the time not matter at all?

[@NickTheriot]

I do

[@brettoldecom]

Hey Nick lets say we dont hit the target NC - CPA but still profitable would you still scale by maybe lets say 10% rather than 20% or just leave it as is and not scale?

[@NickTheriot]

I would just leave it. I don't have any grey area. It's black and white

[@georgesgopro8399]

what would be a target roas for a $60 product, that would be good to confidently scale with 20% a day?

[@NickTheriot]

kzbin.info/www/bejne/h5fQe42ngZWYrdU

[@franciscosanchez6675]

For DCT’s do you only keep 1 adset running at a time? Once you find a winning combo, do you just create a new adset with your winning combos in the same exact campaign? Thereafter do you leave the 1st DCT ON and then continue with a new DCT test?

[@NickTheriot]

I leave the dct that is taking all the spend in the campaign on and i'll launch another 2-3 for a test after a couple days

[@saviland-savilandofficialn3735]

@@NickTheriot run 7 days, if spent low without purhcase, still keep dct on? Currently, I only retain DCTs which have sales and achieve the target ROAS/CPA.

[@adeelanwar8199]

I am running a Facebook campaign, and my daily budget is 1000rs, I am getting 4 to 5 sales daily but my CPA is still very high what should I do. should I reduce the budget?

[@NickTheriot]

Watch this video kzbin.info/www/bejne/Zn3QZaWjrb6gbsU

[@idirmods]

What about more creatives? Isn’t it another method to scale

[@NickTheriot]

Creatives is a way to bring down cpa so you can scale. This focuses on different ways to increase budget

[@ВячеславКоринной]

Could you please tell me how quickly you can identify the winning ad in a DCT group? It's likely that the larger the company's overall budget, the faster it will be possible to determine which ad is the winner. However, in your experience, even with a small budget, if you can determine after half a day or a maximum of one day that one ad has won out of three, with one ad having a reach of 1000 and the other two having 50 each, is there no point in testing further, as nothing will change? Or, in your experience, is it often the case that ads that initially receive less reach in tests can eventually change the situation and start to gain more reach than the one that initially showed good results? Or, if there is a clear winner in terms of reach in the first half a day or one day, can the test be ended and the winning ad be moved to a scalable group, for example? Or not moved, but the question is how quickly can you identify the winning ad out of the 3 being tested?

[@NickTheriot]

3-7 days I'll see a dct adset take majority of spend and I know it's a winner. I rarely ever look at what particular ad in the adset is the winner

[@ВячеславКоринной]

@@NickTheriot Are you saying that in essence, you can simply launch several DCT groups per week and never turn them off, regardless of whether they win or lose? Aside from paying attention to winning DCTs only for the sake of testing their similarity. In other words, you can simply turn on one DCT almost every day and not pay attention to anything else? If not, why? Because I noticed a trend that now you no longer need to add winning ads to the main group, but simply not turn off the DCT. It seems like the trend has changed a bit, and it's worth just testing and testing and almost ignoring the test results, since Facebook will eventually prioritize the right and winning ads anyway, and you can forget about bad ads!

[@DracoQC]

I'm still learning a lot and I'm new but I thought that increasing the budget by 20% daily would put the ad back into learning phase, no? That's why I'm afraid of increasing this fast.

[@NickTheriot]

I have zero care about the learning phase lol

[@MY_Financial]

⁠ Hi Nick, What should we do if ithe ad remain inconsistent? I had create a lot of ad. 1st day ROAS is good, 2nd day is lower until 7 days, total ROAS is lower. If after 7 day, overall ROAS is still lower, we need to turn off the campaign & create new campaign to find another winning ads? I had create a lot of campaign.. 😢

[@NickTheriot]

I only look at 7 day averages, facebook is neveer the same daily. STOP CREATING NEW CAMPAIGNS. Your current campaign and results are the contro. Now you focus on creating new ads inside to beat those.

[@allanmm123]

Hey Nick, if my dct is doing great and spending 90% of my budget, do i need to find the ad and move it to the main ad set or just let the DCT do its thing and keep creating new ones on the side? thx legend

[@NickTheriot]

Just let the dct do it's thing and create a new one

[@homebuyerlab]

@@NickTheriot When you create a new DCT to test do you do it in it's own new campaign? I am trying to find a good method for testing consistently. Do you run everything under a CBO campaign and setup new adsets and let FB choose the spend or make new campaigns for the testing? Once you find a new winner it looks liek you leave it on and also move that winner into the main campaign at the ad level? Thanks Nick!

[@ferdousjr8707]

Hey Nick amazing video!

[@NickTheriot]

Glad you liked it!

[@vanshsood084]

bro how do i know if my product is not scalable or ads are not good?

[@Chuki_Jr]

if your ads are not good your not gonna get any sales and conversions 😂 simple as that

[@NickTheriot]

You're not getting sales. You need to do market research to compare your poduct vs. competitors and ads

[@samuelcorrea3595]

I have a question nick, you talk a lot about DCT and how to choose the winner after we launch the DCT and 7 days passed, the problem is that now when i try to go in post with comments is not showing anything, only the brand logo, and in the title says product name, but is not showing the ad, so i cant copy de ID to place it in the winning ads adset, thanks for all your help, i hope you can help me with this

[@straightshootah7550]

do you have a lead form?

[@NickTheriot]

I would just rebuild the ad OR leave the dct on, or both

[@CreativeIguess]

Hey Nick, We have 10k+ orders for our brand in UK. We want to exclude all previous purchasers which we have done in FB exclustion but somehow we still have a lot of our previous customers seeing our ads. Is there any other way to exclude purchasers than just the normal "exclude 30 days"?

[@NickTheriot]

I want previous purchasers to see my ads, so they can leave comments on how much they love my product on it. Unfortunately due to ios 14.5, there is no longer a way to ensure 100% of customers are excluded

[@j1jordz966]

I’m planning on increasing my daily budget for a few winning Ads. But I’m torn between how to effectively do this. For example. I don’t know whether to just manually increase the daily budget for that specific Ad OR to simply duplicate the entire Ad and then just double the Ad spend. However my concern is with the new duplicated Ad wouldn’t it have to go through an entire new learning phase again? If that is the case, don’t you think it would be better to just amend the current Ad and just increase the Daily Ad spend? What’s your thoughts on this bro? Pros and Cons? If you can get back to me that would be very much appreciated. 🤝

[@NickTheriot]

I would just increase spend kzbin.info/www/bejne/jaOphHiMq8SfkKM

[@nujabes1fan]

I watch you and Charlie T. You do 20% and he liked 5% M/W/F. Have you tried that method and if yes how did that go for you?

[@NickTheriot]

I never tried it

[@Hissecretobsession1]

Any case study facebook ads for baby products brand ?

[@NickTheriot]

I don't currently have any

[@Hissecretobsession1]

@@NickTheriot thank you Nick would you mind telling what intrests would you choose when targeting for a baby product ?

[@ZheFang-h9u]

Great video. I hate myself for not paying attention to you earlier. I have a very simple question, but I still want to make it clear to you. If my budget is $100 per day, and my NCCPA for the past 24 hours is up to my standard, that sweet 20% gets me to my budget of 120. If the ad is underperforming at 120, then I need to lower my budget by 20%. , should it be reduced to 100 or 120*0.8=96?

[@NickTheriot]

Better late than never! Correct raise to $120 or lower by 20% which would be $96. Make sure to watch this video for better clarification kzbin.info/www/bejne/jaOphHiMq8SfkKM

[@ZheFang-h9u]

@@NickTheriot Perfect, thank you very much!

[@mrpickle23]

Minimum ad spend per month for you to even consider working with a business?

[@NickTheriot]

Our rates start at $10k usd pr/mo and our average time of seeing success with a brand is 45 days. So typically adspend is atleast $30k a month

[@mrpickle23]

much less than I thought.. thanks @@NickTheriot

[@LeadTitanLLC-yx7rx]

​@@NickTheriot that's really interesting you say typical ad spend is at least $30k/month, or I assume about $1k/day. Time and time again it seems like my campaigns struggle at low budgets. The $1k/day mark has always seemed to be a sweet spot where things level out with more consistent performance

[@JD-lb8nl]

20% per day? Ive seen tons of content - everywhere its said "20% per week"

[@NickTheriot]

That's what I've been doing last 4 years

[@user-yc1nz2fe1k]

Bro i tested a product on 20$ budget and i was getting 1.5$ is cpp but after duplicating it my cpp is 4.5$ of new campaign (7 days data) and also my old campaign ruined its cpp now is 19$

[@NickTheriot]

Leave the original campaign on and let it ride out for a couple days.

[@kirkearlschultz555]

Tortoise.

[@NickTheriot]

Yes

[@jonsaid3264]

Thank you Nick, just another great video! Just wonder when I scale with 20% and after some day the Roas dropped under my BER, I should scale down with 20%. My quesiton is how many days do I need to wait until I can scale up again? And If I scale down and in next 2 days the Roas still under my BER, what to do? Thank you again/ Jon S

[@NickTheriot]

You can scale back up immediately This video goes more into detail kzbin.info/www/bejne/jaOphHiMq8SfkKM

[@jonsaid3264]

@@NickTheriot Thx 🙏

[@Nick_Dara_Alex_Barry_uglyAds]

Why exactly 20%? why not 25% or 30%? is 20% a sweat spot?

[@NickTheriot]

20% been the sweat spot

[@straightshootah7550]

not to go to the learning phase again

[@BrainwaveMike]

Thanks for the video Nick! When you talk about these budget increases, does this rule apply for CBO? Thank you