How to scale up your Facebook Ads while reducing the variability of your Returns.

EUGENIO OLMEDA

SOCIAL MEDIA SPECIALIST

22 July, 2020
If you are reading this blogpost it is because you are probably facing a popular problem that many companies (no matter the size) encounter when trying to scale up their business through social ads. 

In a nutshell, you are having a stable daily expense on your campaigns, accompanied by a solid return on ad spend (ROAS). Time to increase your daily budget and see the volumes go up” you would say… In theory that works, but we know that most of the time reality is not what we expected. On the contrary, what usually happens is an increase in spending and volumes with a decrease in ROAS. 

A bigger investment doesn’t always mean increased returns

Facebook algorithms don’t like major changes, and suddenly 10x-ing your budget, or even just doubling it, will cause Facebook to go into “shock” and throw off the optimization of your ads. More money means a more potential reach, but this increased reach does not necessarily lead to the same results achieved so far, even if the segmentation used is the same. 

The solution: international diversification of social ads

All that considered, we understand that just increasing the daily ad spend is not a healthy option if we have strict objectives in terms of ROAS. Here, international diversification comes to our rescue because taking your winning social ads strategy and apply it to another country can potentially work out pretty well. Furthermore, 27% of consumers said they use Facebook to discover foreign brands and products, higher than any other digital platform.

Altogether, our proposal is to widen your funnel by exploiting successful audiences abroad by exploring new profitable markets. And with FB ads, we have the right tools in order to pursue this objective:

1. Cross-border targeting: with the targeting tool, you can choose the target area of your ads. In this case it will be the specific area of the world that you want to explore and potentially exploit to increase your reach. This determines where FB will show your ads.

2. Multi-country Lookalike Audiences: one of the greatest and powerful tools to pursue this strategy. Basically, you can create multi-country Lookalike Audiences based on your current types of customers. Just provide Facebook with an existing customer list (gathering this information through your pixel or a CRM file), and a similar audience will be created but this time adapted for another country. 

3. Dynamic language optimization tool: This tool will deliver your ads in languages relevant to the people who view them, wherever they are in the world. This means there’s no need to create various ad sets for each language and apply separate language targeting.

What can you obtain? 

By properly mixing together the three tools aforementioned, you will have the opportunity to apply your winning social ad strategy abroad. The direct outcomes will be:

  1. Explore new markets for your business
  2. Expand your potential reach
  3. Acquire new customers, eventually with an even higher acquisition power
  4. Finally scale up your business while maintaining your ROAS healthy

It’s all set, now it is time to generate social ads able to delight your next customers around the world. 

Consider that we also suggest to set different ROAS and different KPIs for each country or clusters of countries that you are working with. Some of them will be faster in positively respond to your ads, others will take more time. However, by applying a diversification strategy, you will be able to strategically fix your marketing efforts on what is working better, while absorbing initial bad results gathered with other countries. At the end, it is always a matter of balance ☺

If you need advice on your Social Media strategy, do not hesitate to get in touch with our team of specialists!
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