A Not-So-Obvious checklist on scaling beyond $100k/mo.

If you’ve come to the point where you are ready to scale your ads, you must want to do it profitably and consistently. If you started scaling already, chances are you noticed that once you start spending more than $1,000 a day you eventually hit a wall and the campaigns start bringing inconsistent results.
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What I’ve noticed is that for most advertisers, when they start with a fresh account, they usually test different audience variations, copy and creative, but as soon as they see a combination that brings satisfying ROAS, they forget to test any further and focus on the technical aspect of Facebook ads only. They think that for as long as the ROAS is above 2.5, it can be maintained by simply horizontal and vertical scaling, as well as manual bidding. Sometimes, they will also keep testing audiences.
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This is a huge mistake.
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Why?
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Because although the technical part of Fb ads is necessary to scale, it is simply not enough to do it profitably and consistently. Sooner or later the audiences will stop performing, the market conditions will change and the campaigns will die out.
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The reason most advertisers make this mistake is that they are biased towards the technical aspect of Fb Ads.
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In order to prevent you from making those mistakes, I created a quick checklist to make sure that you test everything you need in order to scale profitably:
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1. Product. Bad product with great marketing won’t sell. Great product with mediocre marketing will sell well. Although, we assume that if you have started scaling, you are past that stage.
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2. Offer. You need to know what incentivizes people to go and buy your product. You can try discount codes, bundles, free additional products and so on.
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3. Audience. This is a big one. The most important audiences to go with are segmented Lookalikes. You should test everything between 1-10% for every step of the funnel: video viewers, view content, add to cart, purchase, etc.
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4. Copy. Describe a few segments of customers you are targeting. Create customer personas and try figuring out how the product you sell helps them solve their problem. For every lookalike audience you create, there are multiple use cases. Assume, you sell blankets, for example. Those can be sold to people who want to use it to get warm when sitting by the campfire, to spend time on the beach or maybe to use it for yoga training. Each time you test a different copy angle, you may find untouched revenue potential. You can help yourself by taking a look at what audience segments are buying the most, e.g. by geographical location, age, sex, etc. You can either test the copy within the lookalikes you have already created or build more segmented lookalikes, e.g. by combining it with interests. Secondly, besides use-cases, you want to test different benefits your product offers to see which ones resonate with the audience the most. Finally, try overcoming different objections people may have when purchasing. Writing good copy for the ads is a topic on its own and there are many more variables that can be considered, but the three most important ones are mentioned above.
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5. Creative. You want to make sure that you test different types of creative for your ads. First of all, you want to test both images and videos. For images, you want to test product shots, lifestyle product shots, shots of products in use, and so on. For the videos, you want to test the same things you are testing for the images but you should also try unpacking videos. Furthermore, you can test static images versus actual videos, try playing with dynamic copy and a mix of both, for example, a video with a photo of the product in the corner. You can try 7-28-120-240 second videos, depending on the type of product you sell. There are more types of videos to test, but the ones I mentioned are the easiest to start with.
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6. Your eCommerce page. Whether you are using Shopify, Clickfunnels or Magento, keep split testing your funnel to increase your conversion rates. Start from the top down to the bottom of the funnel. First thing you may want to do is to put yourself in customer’s shoes and think how of how easy it is to actually make a purchase. If you use this approach, you should find a few quick fixes instantly. You also may want to consider increasing average order value by bundling products together and offering upsells with tools like Zipify, etc.
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There are way more variables which affect successful scaling, but the ones above are the ones most of the people surprisingly forget about. Each of the ones I mentioned could be enough material for a book so you should do your own research to really grasp the depth of what you can do here.
There is much more to do as well. Next time, I will describe how to structure tests so that they are hierarchized, isolated, statistically relevant and indexed so that you always know what is and is not working in your marketing.
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Finally, always remember that context matters. What you test depends on the budget you have, the type of product you sell and much more. The most important rule is to always think for yourself.
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If you’d like me to review your account live and tell you whether there is potential to scale your ads more profitably, please book a call here: salesgenomics.co.uk/mike