The EASY Way to Scale Meta Ads 2024
Summary
TLDRThis video script discusses the key elements for scaling on Meta ads in 2024: budget, creative content, and a desirable product. It emphasizes the importance of a strategic budget increase, recommends a 20% increase every 3 days for aggressive scaling, and stresses the necessity of creative testing. The script also highlights the significance of offering a product that solves a problem or taps into core human desires, sharing scaling stories of brands that achieved significant growth by adhering to these principles.
Takeaways
- 💰 Budget is essential for scaling on Meta ads in 2024; you need money to increase your spend and grow your business.
- 🎨 Great creative content is necessary for scaling, and it should be produced in large quantities to maintain ad effectiveness.
- 🛍️ A scalable product that people want is crucial for successful scaling; it should either solve a problem or tap into core human desires.
- 📈 Vertical scaling involves increasing the budget on existing campaigns or ad sets, while horizontal scaling adds new campaigns or ad sets.
- 📊 Clients are moving towards less horizontal scaling and more focus on creative testing and increasing budget on profitable assets.
- 📝 A spreadsheet is offered for free to help with scaling budget tactically on Facebook ads, available in the description.
- 🚀 Scaling up aggressively on Meta ads in 2024 should only be done by increasing the budget by 20% every 3 days at most.
- 📉 To avoid triggering the learning phase and instability, it's recommended to scale conservatively and monitor performance closely.
- 📈 Creative testing should be scaled with the budget; for every $11,000 spent daily, there should be at least one creative test per week.
- 🔄 Brands need to be flexible with their scaling strategy, adjusting percentages and timelines based on performance and business capacity.
- 📉 Scaling success stories vary, with some brands scaling their ad spend dramatically in a short time by closely monitoring and adjusting their strategy.
Q & A
What are the three essential elements required for scaling on Meta ads in 2024 according to the video?
-The three essential elements are a budget to increase spend, great creative content in abundance, and a scalable product that people actually want.
What is the difference between vertical scaling and horizontal scaling in the context of Meta ads?
-Vertical scaling refers to increasing the budget on an existing campaign or ad set, while horizontal scaling involves adding new ad sets or campaigns to increase the overall budget.
Why are fewer clients using the horizontal scaling method according to the video?
-Fewer clients are using horizontal scaling because they are not adding as many new campaigns or ad sets unless it is for a creative test, as they are focusing more on adding new products to test and increasing budget on profitable campaigns.
What is the recommended budget increase strategy to avoid triggering the learning phase and adding instability to the account?
-The recommended strategy is to increase the budget by 20% every 3 days, which is considered an aggressive approach, and only if there is a strong desire to scale rapidly.
What is the starting daily spend if the initial monthly budget is $30,000?
-The starting daily spend would be approximately $1,000, based on the initial monthly budget of $30,000.
How often should creative tests be launched according to the video?
-For every $11,000 a day in ad spend, there should be at least one creative test launched per week.
What does the video suggest about the importance of creative production when scaling Meta ads?
-The video emphasizes that to scale profitably and sustainably on Meta ads, one must scale creative production, testing more creatives as budgets increase.
What is the role of a product that solves a problem or leans into core human desires in scaling Meta ads?
-A product that solves a problem or taps into core human desires is more likely to succeed on Meta ads, as it resonates with a larger audience and can support higher scaling efforts.
What is the significance of a consolidated ad account structure when scaling on Meta ads?
-A consolidated ad account structure is important for efficient scaling, as it may help avoid penalties from Facebook and allows for better management and performance tracking.
Can the provided scaling rules be broken, and if so, under what circumstances?
-Yes, the scaling rules can be broken for a product or brand that is performing exceptionally well, especially during high-sales periods like Black Friday or Cyber Monday.
What are some examples of brands that have successfully scaled on Meta ads by solving a problem or tapping into core human desires?
-The video mentions 'True Classics' as an example of a brand that has successfully scaled by tapping into core human desires, even though they are a t-shirt brand in a competitive market.
Outlines
💰 Scaling Meta Ads: Budget, Creative, and Product Essentials
The video script emphasizes the three critical components for scaling on Meta ads in 2024: budget, creative content, and a desirable product. The presenter discusses the necessity of a financial plan to increase ad spend and the importance of vertical and horizontal scaling strategies. A free spreadsheet is offered to help viewers manage their budget scaling. The script also revisits a previous video, highlighting a shift in client strategies towards fewer new campaigns and a focus on creative testing and profitable scaling. The recommended best practice is to increase the budget by 20% every three days for aggressive scaling, with a detailed example provided. The importance of maintaining a consolidated account structure is also stressed, with a teaser to a follow-up video for further insights.
🎨 Creative Production: The Key to Scaling Success on Meta Ads
This paragraph delves into the importance of creative production in scaling Meta ads. The presenter shares personal experiences and industry observations, emphasizing that successful scaling requires a significant increase in the number of creative tests. A rule of thumb is introduced: for every $11,000 spent daily on ads, at least one creative test per week is recommended. The script discusses the challenges of scaling production and the potential pitfalls of not testing enough creatives. It also addresses the importance of aligning the product with core human desires or solving a specific problem to ensure scalability and success on Meta ads platforms.
🚀 Scaling Stories: Real-world Examples of Meta Ads Growth
The final paragraph of the script shares real-world scaling stories, illustrating how brands have successfully increased their ad spend on Meta platforms. One example details a brand that scaled from a $90k-100k monthly budget to $500k in ad spend, emphasizing the importance of adjusting the budget increase percentage based on daily results. Another example shows a more conservative scaling approach, with a 20% increase every week. The paragraph concludes with a call to action for viewers to share their feedback and suggests the presenter's intention to increase video output to twice a week, inviting audience engagement.
Mindmap
Keywords
💡Budget
💡Creative
💡Scalability
💡Vertical Scaling
💡Horizontal Scaling
💡Consolidated Account Structure
💡Creative Test
💡Product Launch Roadmap
💡Problem-Solution
💡Core Human Desires
Highlights
To scale on Meta ads in 2024, three key elements are required: budget, creative, and a scalable product.
Budget scaling on Facebook ads can be done through vertical scaling (increasing budget on existing campaigns) or horizontal scaling (adding new campaigns/ad sets).
In 2024, clients are favoring vertical scaling and consolidating their ad account structure to avoid triggering the learning phase and instability.
A best practice for scaling budgets on Meta ads is to increase by 20% every 3 days for aggressive scaling, with a starting daily spend calculation provided.
A spreadsheet is offered for free to help with budget scaling, available in the description.
Creative production must scale alongside ad spend to maintain profitability and long-term success on Meta ads.
A rule of thumb for creative testing is one test per week for every $11,000 spent daily on ads.
Product scalability is crucial; the product should solve a problem or tap into core human desires for successful Meta ads.
Brands that scale significantly on Meta ads are often problem-solution oriented, offering a unique approach or speaking to a new audience effectively.
The transcript shares stories of brands that have successfully scaled their ad spend 4X to 5X in a month.
An example scaling plan is provided, illustrating how to increase spend and creative tests over time.
The importance of not only scaling ad spend but also production capacity for both the product and creative is emphasized.
A CEO's strategy for launching new products is highlighted, focusing on Meta ads success as a criterion.
True Classics, a t-shirt brand, is cited as an example of successfully leveraging human desires in their Meta ads strategy.
The transcript discusses the challenges of brands struggling to scale beyond $100K per month on Meta ads, often due to product limitations.
Two specific scaling stories are shared, detailing the strategies and results of increasing ad spend and creative production.
The video concludes with a call to action for viewers to share their feedback and suggestions for future content.
Transcripts
in order for you to scale on meta ads in
2024 you need three things number one
budget you're going to need money to
increase your spend in order to scale
your business sadly there's no way
around this number two you're going to
need great creative and you're going to
need a lot of it and number three
probably the most important you're going
to need a fabulous product that people
actually want I call this a scalable
product in this video I'm going to go
over all three of these things and
there's no fluff here so let's go ahead
and dive in budget let's talk about
budget how do you you tactically scale
on Facebook ads is there a wrong or
right way to increase the spend inside
of ads manager yes however this is
honestly the easiest part when you have
a plan I actually have a spreadsheet
that I'm going to give you for free that
is going to help out with this part be
sure to look in the description bar to
get a link to that but first I actually
want to address this video that I made
last year in this video I talk about the
two different ways that you can scale
your Facebook ads and I call this
vertical scaling and horizontal scaling
vertical scaling is simply where you
increase the budget on a campaign or ad
set and horizontal scaling is the method
of scaling where you add new adsets add
new campaigns thereby increasing your
budget by adding those additional Assets
Now one of the big things that's changed
since last here is fewer of my clients
are doing this horizontal scaling method
so they're not adding as many new
campaigns or as adets unless it is a
creative test cannot emphasize this
point unless it is a creative test and
because of this my clients that are
scaling in 2024 are doing so by adding
new products to test by adding new
creative tests and by simply increasing
the budget on what is already profitable
so sometimes they'll add an additional
advaned plush shopping campaign for a
new product or for a new offer but most
of them are trying to keep things as
Consolidated as possible and I also
heard that Facebook might start docking
advertisers who don't keep a more
Consolidated account structure so this
is really really important and if you
want to see my Consolidated account
structure be sure to watch this video
next so here is the best practice to
scaling up on meta ads in 2024 to avoid
a necessarily triggering the learning
phase and adding instability into your
account that's not really necessary you
should only increase your budget 20%
every 3 days and that's really only if
you want to scale as aggressively as
possible for instance if you're starting
at a 30k per month budget which is about
$11,000 a day this is what your budget
pression should look like if you want to
have the most aggressive approach to
scaling on meta ads so if you want to
scale as aggressively as possible you
can see here in column D I have the
percentage increase and really the most
aggressive you should go is 20% every 2
to 3 days so I have that here right now
again you can change this however you
want if you want to do 10% if you want
to do 5% just to forecast what that
could look like on your scaling journey
and then I have the starting daily spend
so because the beginning monthly budget
here is 30k per month that's going to
boil down to initially $1,000 per day
but as we start increasing you can see
the forecasted daily spend also
beginning to increase and you'll see
here oh how much are we going to have to
scale spend by that day some days it's
going to be 240 288 really depending on
how much you start scaling and something
we'll get into in a little bit as well
you have the creative tests per week and
you can see those starting to increase
and I do have a little note here that
really for every $11,000 A Day In AD
spend that is going to equal at least
one creative test per week I am going to
go more into that in just a bit but here
you can actually see hey to scale really
really aggressively if you wanted to you
could have your monthly starting budget
at 30k and then have it end with about
$150,000 per month which is a pretty
aggressive scaling plan however I have
seen this been done before now quickly I
want to show you another example of this
maybe you have a higher budget maybe
you're doing around $5,000 per day in
Daily spend but you don't want to scale
as aggressively right so we can delete a
few of these 20 maybe you only want to
increase spend once a week or so um but
it could be a little bit more intense if
oh you see results are really good or
depending on how you've seen the ad
account interact before but again you're
going to be able to see wow this is
actually what it looks like to
potentially have the scaling plan and
you can also work backwards so for
instance if you wanted to double spend
by the end of the month or by a specific
time period you can back that into
playing with the percentages in this
column there is a big caveat to this and
I will go into that later on in this
video so in the ad account it should
look like this so here we have an ad
account it's a super Consolidated
structure if you want more on that
please be sure to check out this video
below now we can see the budgets that
for everything that's on equals $11,000
and according to our scaling forecast
hey if we scale spend right here we have
to increase by $200 now I think the best
way to do that especially when first
starting off is to launch a new creative
test because it's really about getting
as many creative learnings as possible
so maybe we could launch a new creative
test doing a new ugc angle or something
like that at $200 a day and let that go
a few days later we have to increase
spend again this time by 240 now
depending on how the creatives and the
rest of that account is actually going
you're probably going to be Distributing
budget a little bit so maybe we're
seeing that this ASC campaign is doing
really well so we're going to want to
increase the budget there by 20% really
as much as possible and then depending
on how much budget you have left over
you can also scale any up any other
creative tests that are doing well or
also deduct the ones that aren't doing
as well or take it off and then
redistribute that budget into something
that's performing well or launch a new
creative test so account wide you should
really be focusing on what has the best
performance be sure to stay to the end
of this video I'm going to share a few
stories you're not going to want to miss
it now the reason why I want to share
these stories is because you can take
the best practice approach but to be
honest I've also seen Brands like 4X 5x
their ad spend in one month and they
were totally fine however I don't like
focusing in on that and sharing with you
guys ton of those stories because I
don't think it's super realistic for
small business owners because in order
to really scale you're also going to
need to scale up production on your
product and creative production and I've
run into the scenario a number of times
where we've been able to scale the ad
account but we couldn't scale up the
production in the product or the
creative production and honestly this
sounds like a great problem until you're
in it if you've ever been in it be sure
to chime in the comments below cuz I
know you're all winners which is why if
you're a brand that's just starting off
I would recommend something a little
less aggressive maybe increasing 10%
once or twice a week if you have that
capacity and I want to reiterate
especially when showing you guys the
spread sheet that you know sometimes
things don't always go according to plan
for better and For Worse all of these
rules can absolutely be broken for a
product in a brand that's crushing it
I've 2x 3x budgets overnight before and
things went really really well this is
especially for sales periods like Black
Friday Cyber Monday now I want to talk
about creative because this is the
number one thing that I see people leave
leaving out in the conversation about
how to scale up your business on meta
ads however in order to scale on meta
ads profitably and for the long term you
need to scale creative production so
essentially what this means is that
you're going to need to scale the amount
of creatives that you're testing and
putting out into the world as you
increase your budgets and I've seen a
lot of Brands and agencies finally
discussing this online the more
creatives that you put out in the world
the more likely you are to succeed and
get a winner and I do have a broad rule
of thumb for how much creative you
should be testing for a brand dependent
on the budget but again there's a little
bit of nuance here for every $11,000 a
day that you're spending on meta ads
that should equal at least one creative
test per week so if you're spending
$2,000 a day which is about 60k per
month then you should be launching at
least two creative tests per week AKA
eight creative tests for the entire
month and if you're curious about how
I'm testing new creatives on meta I do
have a video that's going to go more in
on that now of course this one creative
test per week per every $1,000 roll
there's a little bit of nuance here too
as you learned a meta ads there's always
a bit of nuance it all really really
depends on your data and your business
economics and your capabilities so let's
talk about those creative tests per week
right I said that for every ,000 of ads
spend per day that should equal at least
one creative test per week so we've
mapped out this scaling plan now let's
figure out how many creative tests this
brand brand should be making every
single week so we can see here not quite
at the $2,000 per month but maybe
they're like hey we actually can go up
to two that kind of flexibility is
totally fine maybe they want to keep it
to here but then when they get here it
can be around three but again I do think
there's a little bit of flexibility
where I actually see people messing up
on this more is where they're just
clearly not testing enough creative
which I have seen a number of times but
this rule of Thun does tend to help
Brands stay on track now I want to talk
a little bit about a product that people
actually want and I think the best way
to actually illustrate this is to tell
you about a conversation that I had
recently with a CEO who actually owns
and operates multiple Brands and
something that we were actually talking
about was the product launch road map
coming up over the next few months and
he actually said that the only way that
he is going to launch a new product in
2025 and 2026 is if he knows for certain
that it has a good chance to succeed on
meta ads and he thinks and I also think
that the best way to have your product
actually have a shot on meta ads is it
has to be actually solving a problem now
I've talked about this a little bit on
Tik Tok and on YouTube shorts and on
reals and to be honest it kind of makes
people upset when I say hey yeah your
product actually has to be solving a
problem or else you're going to have a
hard time on meta ads but it's the truth
however with that said I think that
there's always room for products that
are able to lean into a core human
desire now I think that true Classics
actually does this really really well
they were able to scale up quite a bit
on meta ads and they actually just hit
100 million customers which is crazy and
by the way they are a t-shirt brand
which you know there are many t-shirt
Brands advertising on Facebook ads and
this is not a revolutionary or new
product but I do think that the way that
they've used their messaging and their
product assortment to lean into that
those Key Human desires have really
helped them to scale up this is
something that I've heard from many
media buyers oh if I'm working with a
brand that's not problem solution
oriented really see how you can back
into the core human desires of Romance
of money and power of societal
acceptance I've seen Brands get
somewhere with that however the brands
that scale the biggest go the furthest
and have the biggest impact on a large
group of people are ones that are more
problem solution oriented it doesn't
mean that it needs to be a new
revolutionary product it could just be a
product that is doing something slightly
different or speaks to a new audience in
a better way I've seen Brands really
struggle to get past the point of
spending 100K per month on their meta
ads and often times it is The Telltale
sign of a product not being scalable
enough or the economics of it not
working out now I want to talk about
scaling stories I actually mapped out
how I remember us scaling up the
specific brand they actually only had a
monthly budget of around 90k to 100K and
by the end of that month we actually
scaled them up to 500k and add spend
profitably and the way that we did this
is every few days we'd be increasing
anywhere from 20% to 30% depending on
how good the day-to-day results were so
you can see right here oh we started
increasing by 20% but then we went to
30% we let results stabilize saw that it
was really good decided to increase
another 30% then back down to 20%
because maybe results weren't so good
and so on and so forth until we were
able to hit more of that 525k number
another one of the brands that I worked
with had a scaling story that looked a
little bit more like this they were
doing 20% they didn't want to go above
that because their ad account was a
little bit more volatile and again their
monthly budget was 30k per month so they
decided to increase spend by 20% wait an
entire week then they did it again and
they were taking a little bit more of a
gradual approach so that they could
could get to that 100 105k per month
Mark and for the creative testing it
looked a little bit more like this they
really started ramping up their creative
production quite a bit and that's it I'm
so excited to be sitting down here every
single week with you guys be sure to
leave me some love in the comments and
let me know what video you'd like to see
in the coming weeks because I am trying
to ramp up to two videos per week I am
saying it here hold me accountable um
and I'd love to have your help on that
to know what you would like to see from
me more often and I'll see you next week
cheers
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