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 fourdifferent 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 thefront end, you're going to find it very.
difficult to scale. So we do want reallysalesy creatives still, and real direct.
response creatives, even when marketingwith ecommerce. So that we can break.
even, and then we monetise on the backend 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 differentstages. We'll get into each and every one.
of them one by one, and this is how weset 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 iswe set up two CBOs, and within.
these CBOs, we put a mixture oflookalike audiences and interest-based.
audiences. The main thing that you wantto 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 thealgorithm optimise, and if we put wildly.
different sized audiences, it's gonnamess with the optimisation of that and.
the delivery, and we're going to struggleto get the results that we're looking.
for. So make sure you're setting it upwith similar sized audiences throughout.
each ad set and then on thead level, we use something called dynamic.
creatives, which a lot of you guysprobably know what they are, but to those.
that do not know - dynamic creatives, wecan put a number of different variants.
in terms of headlines, copy, descriptions,images, videos, and Facebook is going to.
create a bunch of different combinationsand 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 allof these different options for the.
algorithm to choose, and the algorithm todeliver what it thinks it's best based.
on the data that Facebook has, because weonly 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 differentvariants, our ads are gonna fatigue much slowerbecause we can crank up the frequency.
and have people see our ads multipletimes, since they're seeing those.
different variants. Same deal with ourretargeting. Our middle, bottom funnel.
and our post-purchase stuff. Ifwe put dynamic creatives in there, where we've.
got smaller closed audiences, that'swhere we can really crank up the.
frequency and we don't have to worry toomuch about fatigue, where we otherwise.
would have because those audiences aresmaller. So from there, from our initial.
testing. So we get those live, wetest them, we take the results, and then.
we move them into the middle stage. Andthat second stage is what we call.
the narrowing stage. And this narrowingstage, real simple, all we do is we take.
the five best winners and we throw themall 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 creativebreakdowns. So that we can have a look at.
them by variation and we put the topvariations into this stage. So basically.
all the stuff that we've gotten from ourtests, we've just narrowed it all down.
into one campaign, and this typicallyworks quite well. With that, we.
begin to scale it up and we'll talkabout scaling in just a sec. However, if.
we do have a couple of duds, whichsometimes happens. Wwe move on to a second.
stage and we just replace those dudswith new campaigns and run them again,.
and typically that solves the problemfor us. Finally, we move over to the third.
stage. Now this third stage is going tobe 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 wecreate what's called a mega CBO, and in.
this mega CBO, we want at least 10 adsets. It works extremely well because.
Facebook's got his whole rule of5 and we found that once we put 10.
to even 20 ad sets or more, works superwell, and again it's just all of our.
winners that we found up until thispoint. The main difference is actually on.
the creative level here. So we're gonnatake all of the post IDs of the really.
high-performing dynamic creatives andwe'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 inhere because what's going to happen is.
again, when Facebook identifies that oneof those creatives isn't performing as well as itwas, particularly when you're starting to.
spend higher budgets, it's gonna startdelivering to the second and the third.
performers on its own. So then you don'thave to worry too much about that ad.
fatigue. A lot of people assume that whenthey start running ads and they've got.
5 different ad variations in an adset, they assume that the ones that.
perform not as well as the topperformers, don't work. When in fact, it's.
just relative and they're just notworking as well, but they're just dormant.
there and Facebook's gonna use themlater on when it needs it, and when the.
top performers start to deteriorate and fatigue.