Horizontal Scaling: How To Scale Facebook Ads To The Moon

[Music] everyone Simmons here and welcome it to this module called horizontal scaling now in this module I'm going to show you how to scale your facebook ads rapidly to insanely high levels so you know I'm not just talking about how to scale from a hundred dollars a day to you know five hundred dollars a day but if you want to do that you know you're going to learn how to do that in this training - but I'm talking you know how you can scale to five grand a day ten grand a day all the way

to forty thousand dollars a day in spend and if you're doing that in spend then you're making like a hundred and twenty grand today and that's a lot so you know in this module I'm really just going to pull back the curtain and unleash all of the best strategies and tactics that I've accumulated and learned over I think it's been about seven years of using Facebook Ads so Everything I've learned spending millions of dollars on ads you know making tens of million dollars from Facebook ads and the seven years of it I'm gonna really boil

it down and distill it and crystallize it and give you the best most up-to-date cutting-edge scaling strategies so here's what we're going to cover we're going to start off with what horizontal scaling is and how it works I'm gonna explain that first and Foremost then we're going to cover eight scaling methods eight proven methods that you can deploy and execute to really take your ad account to the next level now the first one method one is duplicating ad sets and max budgets the second one is new audience interests the third is creating look like audience

the fourth creating new ad variations the fifth creating new ad angles the six targeting additional countries the seventh scaling your retargeting Campaigns and method eight is decentralized architecture so eight proven methods and in this module we're gonna dive into each one I'm going to show you what it is why we use it like the logic behind it and when we would use it in what use case in what scenario and then I'm going to show you how to set it up I'm going to show you in my Facebook Ads account where to click and what

to do and everything and we're going to cover the Full you know the full end-to-end what it is and how to actually execute it and manage it for each one of these eight methods so let's get to it what is horizontal scaling so scaling is when we find winning ad sets we scale them by increasing the spend and the reach and the size of the campaign and now let me give you an example let's say you're spending $100 per day on Facebook ads and you're making $500 a day back you know that's your return so

you're Putting $100 a day into Facebook and your sales are about 500 a day well in this situation you want to increase spend as much as possible so that you can increase your return as much as possible because if you find a machine on the side of the road and you put a dollar in and five comes out you you want to try putting another dollar in and if five keeps coming out you put another dollar in and then you want to start putting as many dollars into that Thing as you possibly can because why

would you not that's why we want to scale when we find something that works we want to take it to the limit we want to take it to the extreme now the general rule is that typically if something works at a small scale it should work at a large scale and we see this with our proof of concept you know if we find well that we see this you know first of all we see this with our market research if we find like a bunch Of people in a niche that all have in share a

similar problem then there's a high chance that you know this is widespread across the whole niche and then if we get one client and we help them and they get results and then we end you know if we get five clients we help them and they get results there's a high chance that you know we've got a proof of concept there that we've got something that can be widely applied to All participants in the niche to help them get a promising result and so there's this general rule that you know if it works at a

small scale it should work at a large scale but the problem is when most people try to scale their campaigns they increase spend but they increase the ad spend but they don't increase the return and they simply pay higher prices for the same amount of traffic and customers which is what we call diminishing returns so for Example they might you know be spending a hundred and making five hundred then say they start spending a thousand but they only make 1,500 so you know as they spend more the Irate of return goes down they're still you

know they're still making more money but their rate of return is going right down and this is the problem and the solution is to increase sprint without increasing prices and we do this using a strategy that I've created called horizontal Scaling in horizontal scaling is where we decentralize and distribute spend across multiple dimensions keeping the same ROI at a larger scale now you might not understand what the hell that means in these words so I'll make it simple for you I'll explain it to now because this is like a this is like a new way

of thinking it's like a new paradigm for advertising on the internet and once you understand it like this it'll make absolute sense especially if you've run Ads before it'll just click for you so here I've got something on the screen called the scale versus return continuum or the scale versus ROI continuum now over here the left side we've got you know low scale and over here on the right hand side we've got high scale now typically what we see is when we're at a small spend like if we're only spending $100 a day $50 a

day we get a high ROI and for example let's say we spend a hundred Bucks we get $2 cost per clicks on average that means we get 50 clicks and let's just say we get $500 in sales and that means that you know if we spend 200 and we made five we've got a 500% are away right and that's what I mean by low skal low scale high are away but then as we start scaling up and we go along the side of the continuum we start getting high scale but low ROI and let's say

we spend a thousand dollars but our cpc's go up to five dollars that means we Don't get ten times the clerk's you know if we got ten times the clicks would be getting 500 clicks but no we only get 200 clicks so we only get four times the clicks for ten times the price because the price increased right and this means that you know we don't make as much revenue we only get about a thousand dollars in revenue and then we get a zero percent our way and this is the typical thing this is the

typical scenario where somebody has you know Really good ROI and everything's working here at the scale and they scale up it up of it and you know the prices blow out and they make pretty much nothing and so what they do in this situation is panic and retreat back to the safe zone and then they stay there forever until maybe they one day get the balls to try it again this happens again and then they retreat back to the safe zone and then they probably stay there again until they forget why they were staying There

and then they do it again and then they come back again this is what happens all right so this is the problem that everyone faces and it's big nobody has figured out how to transcend this continuum nobody has figured out how to get high scale and high ROI everybody is at the mercy of these bores here until now and what I want to do now is introduce you to the scaling strategy that we have used honed perfected and refined which is called horizontal Scaling and instead of scaling up with one we scale across with many

so just imagine this for a second imagine if you've got you know if you're spending $100 a day and you're making 500 and return and you want to scale up to a thousand well by simply increasing the budget from a hundred to a thousand on that existing Ed said whatever we blow everything out but now imagine if we could just clone ten of these small clusters here because we know these Clusters perform at $100 spend so what if we just created ten of them instead of increasing the size of the one up ten times we're

achieving the same end result of spending ten times more but the way we've architectured and distributed and load-balanced that spend keeps all the individual clusters at $100 each this is what I mean by horizontal scaling instead of vertical scaling vertical scaling is when you increase the size of the one unit and Horizontal scaling is when you keep the size of the one unit the same and you just get more units it's distributed and load-balanced and so this is what it looks like let's say we've got a hundred dollars a day in ad spend and we're

making our own five to one our way that's why it's green because we're making good ROI but now let's say we change the budget on this and we go to a thousand and but now we are not making our away And that's why it turns red so when we change the state of this thing from one hundred to a thousand it goes from you know being in order to being in cows and it goes from being an hour away to not being an hour so we face this issue when we change the state of this

thing by too much however if we just create ten individual instances of this thing we get to leave it in our away in its good zone and we just get ten times more of it that is what horizontal scaling is And this way we keep ten individual systems in order instead of having one system in chaos and here's how I can further you know illustrate how we do this so vertical scaling would be like a centralized method and this is where you find a winning ad set and then increasing the budget of that ad set

resulting in entropy which is disorder right and we know this too how I talk about this in the accelerator program and I'm pretty sure I talked about not People too is we're trying to build decentralized consulting businesses where we're not the only source of information and you know there's a community this Q&A cause there's all of these different things right we're not the only source and we're also trying to set up how add accounts this way too weird we don't want one thing to be you know to be have that much load on it because

if that one thing plays up then everything falls down instead we want to Decentralize it and distribute it and that's what horizontal scaling is and this is where we find a winning ad set and then we duplicate it for example ten times to achieve scale without entropy now you might be thinking well this is an awesome theory Sam and it's a good con but how do I actually apply this theory and practice and there's a good question I hate theory without it being proven and practice so now let's apply it and You might be thinking

well you know how do we actually distribute that spend how do we load balance it and the thing is with Facebook is well the thing about uni system right is there's so many dimensions in which you can apply the you know the load balancing so for example you know you could just let's say you had 10 ad accounts and you just spent a hundred dollars in each ad account and each ad account had one campaign and one ads it right I mean That would be that could be one way you could distribute the load over

ad accounts all let's say you had one ad account and you just created 10 campaigns well then you distribute the load over 10 campaigns and one at account or what say we had one ad account in one campaign but 10 ad sets and we distributed the load over ad sets you get my point here I'm talking about along what dimensions do we apply the scale because there's a lot of different Things we can play with there's different campaigns there's campaign types there's a dangles there's audiences there's ads there's placements there's budgets there's optimization strategies there's

there's so many different things we can play with different dimensions going all over the place now lucky for you we've played with pretty much all of them here we have tested everything even things that seem Totally crazy and totally whack because we just want to tinker and experiment and play with everything to find out how this machine works and we have a pretty good idea now how we apply the horizontal scaling so horizontal scaling is when we decentralized and distribute spend across multiple dimensions to hold our away at scale now what our dimensions well we

need to say dimensions with Facebook I'm referring to add accounts Fan pages campaigns ads its ads audiences placements campaign types conversion objectives budgets bid strategies countries demographics basically every option in every every option in every layer level and feature that Facebook Gibbs provides another dimension of how we can use and interact with the system right now lucky for you I'm not just like letting you go and just say go load-balanced it somehow right because That would be very hard to figure out you wouldn't know where to start so instead what I'm going to give you

is eight proven methods for scaling out horizontally and our strategy is to scale horizontally across eight dimensions using the following methods so this is eight dimensions in which we can play with now the first one is to duplicate ad sets and max out the budgets another dimension is to just look for new audience interests and grow That way another one is to create look-alike audiences another one is to create new ad variations so not completely new ad angles but variations of the angles and then another one is to actually create completely new and angles and

then when we get new ad angles we can create variations of those new angles and then when we've got a new angle and new variations we can send those out to look likes new audience interests and then we can duplicate Those in max out the budgets so each one of these can interact with the other ones so these are eight dimensions in which we can play but every one of these can be applied in combination or with any of the others so this gives us like a Swiss Army knife of tools and possibilities here and

it gives us really the opportunity to it really means that you know sky's the limit I've been able to take our ad account to about 40 grand a day But that's no by no means the limit I think it can go much higher and another one is to target additional countries so you know you can start scaling out horizontally that way another one is to scale your retargeting campaigns so not many people talk about this you know a lot of torque happens in cold traffic and don't get me wrong most of the heavy lifting in

your ad account is going to happen in your cold traffic campaign but This doesn't mean that you can't scale retargeting and you know we've figured out ways to scale retargeting and then the final one method 8 is decentralized architecture and this is some ninja level stuff which we will get to you know at the end of this module so let's cover method 1 duplicating ad sets and max budgets so what is it so we identify winning ad sets that is an sets that are within KPI and we duplicate them and set the budget at 5

to 15 times cost per Lead now why do we do it well changing budgets on existing ad sets is a bad idea as it throws the algorithm out of balance and instead we duplicate the existing ad set to create a new one and we use this opportunity to increase the budget so we're to placate in it so we can have a fresh start with a higher budget instead of interfering with the existing one in changing its budget which will probably make it stop working and it won't give us a clean test now Why 5 to

15 times cost per lead why this number how did I arrive at this magical zone well ad sets perform well at a small scale and they start underperforming at a larger scale as I've shown you with our continuum of low scale high ROI high scale Loara right now the question is what's the optimal scale point for an ad said before it starts facing entropy which is disorder and the answer is 5 to 15 times cost per lead and here's why So here's our scale verse return continuum like I said at low speed weak ROI high

speed we get low are away when we're getting high are away the system is in order when we get low it's and it's facing entropy it's in chaos and you know with this is the thing we're constantly balancing alright but the question is at what point along this continuum is it optimal what's the most we can get to before we face intra P and we've tested it like I said over we've Been advertising on Facebook for seven years millions of dollars multiple millions and spend and we've been able to spend up to 40 grand a

day been making more than a hundred grand a day we've made more than ten million dollars from Facebook and we've tested a lot of stuff and this is what we've found we've found that if an ad said what took takes an F an ad like its optimal level for its budget is based not on a dollar figure but on a multiple of the KPI now What I mean by this let me show you I'll go to my ad account and we use this demo one here so when we created let's see when we created our

cold traffic campaign so this cold traffic campaign we are optimizing for conversions which has leads right we're optimizing for cost per lead which is for the vs our cost per VSL optin or the JIT cost per JIT registration or the to ka cost per to ka registration now the ad sets if I go Here and I look at how they're being optimized these things are optimizing for lead conversions right and then if I look here at yet performance you know we can see that these they're optimizing for performance here like which is a an optin

this is what it's optimizing for it's learning how to get these as efficiently as possible all right that's why when you create a new ad see it'll say it's in its learning phase and it needs to get so Many before it's completed its learning phase and all of this right so what it really is is it's a multiple of this conversion here which really dictates the optimal level of efficiency for an answer so let me make it this clear let's say you're getting leads for ten dollars you're getting obviousl opt-ins for ten bucks so if

your budget was set at ten dollars then that's one times KPI because the KPI is the cost per result that the ad set in the campaign Is optimizing for in this instance it is the lead and we're getting the leads for ten and our budget is ten that means that our budget is 1 times KPI right make sense now what we've found is that 1 times KPI is the absolute limit the bottom level limit that an ad set can be set at in order to do anything if you set your budgets at less than 1

times KPI your ad sets a set up to fail so if you're getting leads at $15 each on average they say you're getting JIT Registrations or veer sale registrations for $15 on average but you've set your ad set budget at $5 you're screwed because listen to what you're telling this algorithm to do you're saying hey mr. algorithm I I typically pay 15 dollars for these things that's what my history shows and that's what I'm actually happy to pay for it however I'm tasking you to go on a mission and find these things for me for

$5 each in fact I want multiple of them for $5 each even Though I know that it's quite normal for me to pay 15 that is what you're telling the machine to do and the Machine just breaks down because it can't do that so it won't work and it's was full thinking if you think it will now the so this is why if you have your ad set budget set at less than 1 times kpi they will not work now the minimum budget you can see at your ad sets out to have them perform as

1 times KPI and you should be getting leads for in Between 10 and 15 bucks somewhere around there and that's why in the training I told you that the minimum amount you can go for your ad sets is about $10 and it's only during the testing phase that is I had to you know I had to make a trade-off there in the training because you know people were restrained by their budgets so in an ideal world I would test with $50.00 per ad set per day but I can't tell people to do that when they

are restrained by budget and they're Also trying to test different audiences and different angles and so that's why I recommended you know 10 but really if you're not restrained by you should always be testing with at least $50.00 per day per ads it it's just it just gives the Adsit more breathing room because if you sit at your budget for an answer at one times KPI let's say you're getting leads for 10 and you set the ad set budget at ten that ad set can only really get one Conversion a day because you've said it's

budget at 10 it costs at 10 to get one it's probably only going to get one a day some days it might get zero now it can't perform very well when it only gets to fire its event once a day it doesn't get very excited it doesn't pick up momentum and it doesn't start racing out and you know finding new new conversions for you because it's kind of sitting in this zone where it can't do much now two times KPI things get a bit Better now to make things clearer it can function here it can

function it cannot function here it can here it's actually most I would personally never really go below this but if you're restrained by budget you can do this but I personally would never go blood us now at two times KPI that adds it is going to be able to get two conversions per day on average that's twice as good as one so it's going to probably learn and reach and perform way better than one at five Times KPI so for getting leads at ten dollars we set the budget F at 50 that's five times KPI

that means that ad set can get around five conversions a day that's learning and performing five hundred percent better than this and so it's going to work way better it comes into its it comes into its its own at this level and then ten times KPI you're getting leads at ten bucks you see it your budget at a hundred for your Headset that means the ad set is going to be getting ten conversions a day now things start happening and the optimal lever alive founders around 15 times kpi so you're getting leads for ten you

see your ad set budget at 150 it gets 15 leads a day and that's really where it likes to be so here I say ad sits experience entropy at budgets less than two times KPI so you don't want to go really below 2 times KPI and optimal efficiency exists At 10 to 15 times KPI that's where the sweet spot is 10 to 15 times give you a as soon as you start going above 15 you it's not really 15 I mean you can go all the way really up to 18 19 it starts to get

dicey again at about 20 times to KPI so it's a spectrum it's bad down the bottom it gets bad up the top the sweet spot is right here at 10 to 15 times KPI and so this helps you immensely knowing how this works in knowing the parameters of the machine now when we test our ad Sets initially when we are creating our 5 angles with 4 images each and we're trying to go out to through the audiences we've got 600 possible combinations we're trying to find the best ones what wins what losers when we we're

doing that with like a $10 per head per day budget which is one times KPI which is not optimal but it's okay for testing right now once we identify the winners and we Cal all the losers that's when we want to scale our winning Ad sets out of this zone and into this zone and this is where we scale our winning ad sets to the maximum possible budget which is roughly 15 times KPI because if we're just leaving them down here we're basically leaving them to struggle even though we know they're winners when we could

unleash them up here so that's why our first scaling method is duplicating and sets at max budgets so how we do it is we find your best performing ad set And this is the most within KPI ads it so winning ad sets or ads it's within KPI over a four-day time frame right a winning the best performing ad set is the best one so over a four-day time frame which one has been getting the most leads at the best price and it's also taking into consideration deeper funnel conversions too so if you've got some ad

sets that have got you know less leads at a higher price but they've got strategy sessions or customers that one Beats one that has more leads at a lower price but no strategy sessions or customers right you get how it works so a winner isn't always done on cost per lead or number of leads it's done on the deepest funnel metric and it's performance there and in the absence of that we use leads and now when we identify our best performing ad set we want to duplicate it and we want to keep everything the same

but we want to change the budget to five to fifteen Times cost per lead now an example if the ad set is getting leads at ten dollars and it's budget set ten dollars well we just duplicate that ads it leave everything the same and set the budget anywhere between five $50 $150 a day now let me show you how this works they'd say identify this one is the winning ad said all I would do is go to placate I put it in the original campaign I go to placate I leave everything the same but I

just changed The budget and I want to go in between five and 15 times KPI where in there you go is up to you and how much you have available for budget to spend on your budget you well if you've got let's say you had to kill a lot of losing and sets and you're wanting to spend more per day and you're trying to find ways to spend more then oh it spends like 10 to 15 time's keep you but if you're restrained on budget a bit I mean you'd probably go to the lower end

of that five times keep Your something like that so that's how it works now there's a catch to this too and this is what I mean by perimeters so on cold traffic we shouldn't exceed $10 per 10,000 people in a given audience and if you split audience interests if you're split audience interests are big enough to handle 5 to 15 times cost per lead do it however if your split audience interests aren't big enough pull the winning audiences together into One new audience and use that so here's what I mean by this so here when

we were sitting our when we created our headsets right we had we split them by different audience interest so this one here is targeting Frank in sense right and then this one here is targeting Tim Ferriss right so this is what I mean by split we split out all of our audience interests to test them now we can only increase the budget we you know we're not just unlimited in how much we can increase The budget here we have to only increase the budget so that it's we're not breaking the ten dollars per 10,000 rule

so if I have if my audience is you know a million people bug by Tim Ferriss audiences BIC that'll handle it then you know I'm fine I can spend 150 bucks easy because 150 out of a million is not you know a thousand dollars is is the max Bend you can spend with a million 150 isn't near a thousand so we're good however if you're Tiny then you know you can only increase your budget for that audience to the $10.00 per 10,000 limit so if it's only 20,000 people your audience then you can only really

spend $20 all right so that's what restrains your move here but hopefully all your audiences are good enough to handle you know at least 50 bucks or better yet 100 or 150 then you're good you can scale these up now in the case that you've got a bunch Of audiences that are proven winners but they're all small what we want to do here is instead of targeting them all in little clusters we want to group them together now to do that inside choir when you're setting up your audience templates and I showed you how to

do this in the going live module in the in this week's Facebook ad training and you know when you create audience templates in choir and what we do there is when we launch our our audiences into choir we Select an option that says split and that splits them out into separate ad sets so what we want to do is we want to identify our winning ad sets our winning audiences sorry so we want to find all the audience's that work and have been proven to work and we remove all the audiences that didn't work and

then when we launch those audiences into choir we simply select Paul and we don't select split so I think we actually by not selecting split we're pulling them I Don't think there's an act there's actually a pull button or Paul checkbox we just don't check the split box and by doing that they pull and that way we're putting all of those audience interests into one ad set and that means if there's 10 audiences 10 audience interests that are two at 20,000 each then that's going to pull them together to make one audience of 200,000 but

there's probably going to be overlap between those different audio Centrists so it's probably going to be more like 150,000 now when we have one audience that's 150 thousand one ad set with an audience in it that has 150 thousand people we can now spend about 150 dollars to that instead of having to do that across all of these little ad sets because an ad set remember it said it's optimal at 10 to 15 times KPI but if an audience interest within an ad set only allows you to spend twenty dollars then you've kind of set

that ad set up For failure it is better to pull those audience interests together so that you can get up to the optimal spend range to make that ad set really Hummer this is the trick sometimes you pull things sometimes you split them if you can't spend enough to get into the optimal zone pool so that you can if you can if you if your audience is so massive that you have that you really are able to spend a ton but you can't you should be splitting amount so that you can it's All about architecture

and it's all about distributing and load-balancing every single thing in your ad account so that it's sitting at the optimal zone that's the trick to it this is some next-level stuff they honestly do not teach you this anywhere in any Facebook Ads training anywhere on the internet because no one spends this much money and has this level of understanding of it and so that is what we do here now let's talk about our second method which Is new audience interests so what it is so we search for audience interests with affinity to bevel or winning

audiences we put them in and we look at audiences that have affinity to that and then we test them to find more winning audiences and expand the audience size of our campaign therefore increasing thresholds pinned now why do we do it so in order to spend more we need to increase the size of our audience because we can't exceed $10 Spend per 10,000 people in a cold traffic campaign now it says 1,000 here so I'm going to quickly change that because it is 10,000 don't want to cause any confusion here so you know we want

to scale that this thing can we can really constrain us sometimes because we can't break this rule if we do break this rule then we experience entropy anyway so there's no point now our audience size dictates our threshold Spins limit plain and simple so in order to be able to scale a lot of the time we have to be able to expand our audience so that it can take that additional spend it's not just about spending more it's a lot it's getting an audience that's able to handle that spend and then spending more and that's

why this is really a prerequisite so increasing the size of your audience alone will not scale your campaign however it provides you with the ability to further scale Your campaign and that's why this strategy is used as a prerequisite to scale now how do we do it so we use Facebook audience insights tool to find new audience interests with affinity to bevel or any winning audience and when we find them we add them to our spreadsheet for testing and our spreadsheet is our Facebook audience angles in a major spreadsheet where we put down our ideas

for audiences and then what we've tested and which ones Are proven and which ones don't work and so we were trying to look for new audience interests to test we've probably tested our initial 30 doing our doing our initial launch where we launched Facebook's golden mean with five angles with four images each to 30 different audience interests now if you've already done that and out of those 30 you found five that work then we want to test another 30 to find another five and then another 30 to find another five and we want to test

enough groups of 30 until we find 30 that work and then when we have 30 that work we have a big proven audience size which can handle a lot of spend which gives us the ability to spend more and then we can spend more so scaling is always a balance of trying to widen your audience and then spending more and then trying to get things to perform at their highest pinned so let me show you how You do this real quick but I've shown you how to do this in previous modules so you know I'm

not going to go really like step by step on this one because I've already covered it and if you can't remember how we did it then you know you've got bigger issues than me showing you how to scale you should go back and learn it so I'll go to the audience insights tool and here we want to put in our tariff level audience let's say that is Tony Robbins Right you know you can go to page likes and I can look at all the page likes that have affinity to Tony Robbins and you can see

down here it shows all of these now the ones that are closest to him are the ones that most match him and you just want to keep going down through these and finding different ones to test now if you've tested a bunch of want them from here then test more of them from here but you're not only restrained to having to write to derive audiences From your tariff or once you've found winning audiences you can use them to derive audiences too so let's say I started using Tim Ferriss and I found that he was working

I know his audience was working because it was getting leads and strategy sessions and things so now instead of deriving from Tony I derived from Tim and now I can start trying these all right and then if some of these work like let's see now that day least week works daily stoic or Stoic however they how are you saying that and then we plug this in here no it doesn't want them so let's try it let's say we try Samsung then we find audiences from here like there's no limit there's no end to how many

things you can test here because you can find tons of audiences that are just a lot just derived from your Babel and then you're going to have some that work and then you can drive tons from those and then from those some are going to work And you can derive tons from those so there's no excuses here you can identify a ton of audiences and when you find them the ones that you want to test you add them to your Facebook audience angles and images spreadsheet which I gave you in one of the previous modules

and then we're ready to test it and then what we do is we create a new audience targeting template inquire and we put in all of those new audiences we launch them we select split so that it splits Them into different ad sets and we push them live and the campaign we want to push them live into is our sandbox campaign not how production cold traffic campaign we want to push it into sandbox because we're sandbox and different audiences here now let's say we push in this so we find 30 different audience interests we split

them we launch them with our all proven angles so we take our angles that are proven to work from our production campaign and we only Launch those proven angles to those new xxx audiences through quiet and our sandbox so now we've got they said we've got two proven angles then we are creating two angles with four images each going to 30 audience interests that means that we're going to have 60 ad sets and we want to be testing those that at least $10 each and sometimes you might not be able to spend that much if

you can't then lower it you only use one audience Oh only use one angle your best One and test as many audience as as you can and work through it that way and then when you find winners when you find proven winners where you're getting leads within KPI and your sandbox campaign then you want to duplicate them but add them to your production campaign so if I come back here and I go into my ad account and let's am in my sandbox and I find a winner I want to duplicate it but where I select

the campaign so I'll show you What this looks like in here I gotta come in from this it so I select one of these and then I go triplicate it's going to ask me what campaign and I want to select to select urgent no existing campaign then I want to select this production one so I'm going to be duplicating out of sandbox and putting it into my cold traffic campaign because it's already proven and then when I launch it into my proven production campaign I want to set the budget at Five to ten times KPI

because it's already been tested it's already been vetted now it's time to take it to its max threshold so that's our workflow we find audience interests from the audience interest still finding things with affinity to babble or any audience that's been proven to work then we add them to the spreadsheet then we launch them in choir using the split method into our sandbox campaign and then we wait four days we find the Winners we call the losers we get the winners and we duplicate them but we change it from the sandbox campaign to our production

campaign and then we increase the budgets to the five to fifteen times max threshold KPI this is a really really powerful workflow now let's talk about another one method 3 3 creating look-alike audiences and this one's a biggie so what it is so when we have enough conversions we create look like audiences to expand our audience Size now why we do it because we can't exceed $10 per 10,000 people in an audience damn this thing it's keeps saying 1,000 our audience size dictates our threshold spend and by creating look-alike audiences we rapidly expand our audience

size and therefore our threshold spend so why look-alikes why not just keep going with audience interests well we start with one Tower of Babel audience and then we derive multiple audience Interests from bevel and then we derive multiple audience interests from our winning audiences and you know we're starting with one we're deriving things from that one when we find new winners we're deriving things from those new winners and then once we've been doing that for a while and we've got enough data and Facebook and we've got enough like data and there for it to do

its magic we then use Facebook's algorithm to derive programmatic audiences and What programmatic audiences are is it's we're allowing Facebook's algorithm to find people who look like the people we want so they're not necessarily people who like Tony Robbins or people who like Tim Ferriss they're people who might like any one of those things but that Facebook's algorithm knows look like the people who we want it's actually more powerful than selecting specific audiences it's probably the most powerful tool in Facebook heads but you can't use it at the start you have to start with audience

interests and so that's why we start with audience interests and we keep driving we keep creating derivatives and then when we get the opportunity we can start using look-alikes now how do we do it so once you've had a hundred opt-ins that's a hundred people register for your via cell you're jit or you took a a once you've had that then you can create A look-alike on add post engagements and once you've had 300 opt-ins you can create a look like on the opt-ins pixel and once you've had 300 strategy session applications you can create

a look-alike based on strategy session applications and you start at the top of your funnel which has aired engagements and you create look-alikes at each stage as soon as it has sufficient conversions which is 300 plus needed now let me show you how to do this so once you've had a Hundred opt-ins you can create your first look like before you have a hundred opt-ins you can't create any look-alikes so don't even try it once you have had a hundred opt-ins you'll know because if you go back to your campaign level and you look at

your cold traffic campaign here and if you can see if you set it to you know two lifetime then it should say here in results opt-in for via cell to kogo T there should be the number 100 if this Number is not 100 then you can't do it once it is you can then how do we create look like so we want to go up here and we go to audiences and then we want to go to we want to click on create audience look-alike audience we want to set it at 1% and then source

is we want to go our fanpage and then what we want to do is we want to go to location you can set the locations in here and I'm pretty sure they've changed this or let me try that Again cRIO audience custom audience sorry so yeah what you're doing is you're going create audience then you're going custom audience and then what you're doing is you're going engagements and then what you're doing is you're selecting Facebook page and then you're selecting anyone that has interacted with your Facebook page the one that you use for your ads

and anyone that who is engaged with any poster ad and then here we can See it just in the past like 180 days all right and we can create this audience now once you've had about you know once you've created that you can create that once you've had about 100 opt-ins then what you can do is you can go in to this audience and you can create a look-alike based off it so here I can see and engagements 1 ad D and up here under actions I can click create look-alike and here I want to

set the audience size At 1% and then you know my location I can set the locations whatever and then I would create the audience so what we're doing here is we're creating first of all the audience for people who engaged with that means they liked commented or shared or clicked the link in any of our ads in the past 180 days or organic posts we can create an audience of that and retarget them but what we can also do is we can create a look-alike off this and then use it for Cold traffic because why

we use this at engagements for retargeting because they retired we were targeting them because they've already engaged with us a look-alike is people who look like the people who engage with our ads so that isn't retargeting because in order to retarget somebody we have to retarget them that that Rimi pne's that they were there at one stage engaged but these people look like people who engaged therefore they did not engage themselves Therefore it is not retargeting it is cold traffic but it has affinity to retargeting which makes it good alright so we first of all

create the ad engagements audience after we've had a hundred conversions then we can create a look-alike at one percent and then we can run ads to that and our cold traffic campaign and when we do this we're not creating a new campaign for we're not creating a new campaign for look likes we're just putting all of this in to our Production campaign a look-alike audience can turn a lot of the time like skip production can skip sandboxing because it's you know it's a it's a strong audience so look-alikes I'd be happy to put those into

production because we're using a proven angle and we know the proof the previous audience worked and we're just creating a derivative of that proven audience that worked with an angle that we know is proven to work so it's it's chances of Working are very high so I would skip the sandbox with it and just push it straight into production and you know I would start off with a budget of at least you know two times KPI but really I'd want to be in the five times KPI and then when it's proven to work you can

dupe it and go up to five to 15 times KPI to bring it to its threshold budget that's how it's done now once you've had 300 opt-ins you can create a look like on opt-ins so how we Do this is we're basically creating an audience first and foremost of people who opted in so this would be by going to this would be visited via cell value video or attend or registered for jit webinar or interested for 2k webinar that means they registered they saw the page after the opt-in form now this here this audiences everybody

that that basically opted in or interested now when this whips when this audience size is 300 or more it has to say here size 300 or more then what we can do is we can click here we can open it and we can go actions and we can create a look like and we want to go just one percent and put our countries in launch it only select the countries that the original audience head countries selected for we're just keeping all variables consistent we're just creating a derivative of the original variables don't mix things up

and cause chaos but just putting weird things in here keep It the same and so you can see our method here we create an audience here to measure every one that takes an event that doesn't event we then retarget them in our warm retargeting campaign because these people have done something but we don't stop there we create a decorator look like based on those people who did this but that isn't retargeting because those people just look like they didn't do it and then we put those people that look like into cold and we Target them

there and we can start at the top of our funnel which is just people who engage with our ads because this one's going to get the highest numbers the quickest because more people are going to do this than anything else so this is the one to start with because it's going to get the most amount of data the fastest then once we've got at least 300 here on the visited this we can create a look like off this and now we can go into that one launch it into Our production campaign as per usual with

the proven angle and then bring it up to threshold spend 5 to 15 times keep you out now let's say that we've had what's the next link down the chain so the next link is strategy session applications right so once you've had 300 of those and you'll know when you look at your audience here that is you know scheduled strategy session then you can you can set scheduled strategy sessions and then you can put like 30 D If you can get it there or you can change it to 180 D and if you can if

you can get an audience that has scheduled strategy sessions and you create that audience by going from the people who visited the success page after completing the survey then you can create an audience here it's set it at 180 day and you can wait until the size gets to 300 that means you're going to have to have had 300 people complete the survey application form within a six Month period and if you achieve that it'll say that 300 here and then what you can do is you can just click here and then you can create

a look-alike and you want to see it 1% and leave the countries constant as well and launch that into production with your proven angle and scale it up to max threshold KPI 515 times and then you can you can keep working through so if you're doing the 2k funnel you can start creating them on People who visited the order form people who visited the sales page or people who actually purchased once you've had 300 people who actually purchase now you can create a very powerful look like audience because it's people who look like buyers and

that's powerful but you know 300 buyers is a lot so you need to work your way down the chain start at the top and work your way through don't create look-alikes on things until they've got enough data on them because You're just shooting yourself in the foot and each you know it's ready to create a look-alike on it when it's had 300 people do the action and you can see that in the audience is tool and the size now the parameters when creating look-alikes for the first time use 1% audiences we want to keep them

as tight and as close as possible so use 1% and keep your country your countries - what's proven and what's proven is what you were using for the original audience So if you're only targeting America when you're creating a look-alike only target America but if you were targeting America Canada Australia New Zealand when you create look-alike create it for America Canada Australia New Zealand not one for each one look like for all of those together alright that's what you do just keep it the same keep it as it was when you were running it cold

and once you've tested and proven look-alikes at 1% later on you can try 3% and if that works then you can try it even higher and if that works you can just keep going and you can go up to 10% but remember we always want to try to keep things some so if you're going to create another look-alike at a higher percentage point here's what you do because people can make a mess of this so let's say I want to create a look-alike off at engagements at first and when I do that I go create

look like and I set 1% here Right now let's say this one works really well so I want to try and create a bigger one well what I don't do now is set one at 2% and create one there because what I'm going to do is I'm going to have more people in here compared to the one but I'm also going to have all of the people that the 1% one hasn't it and I'm still running the 1 and now I'm running the 2% which includes the 1% and now I have overlap and now I'm

targeting the same people And I'm making a mess so you click show Advanced Options and then you want to let's say I've already tested the 1 now let's say I want to test a 1 2 3 so I select this band and so here I'm creating I'm leaving out all the people that are in the 1% and I'm creating a 3% look-alike that excludes the 1% so I'm creating it based on this band this is what you want to do this way you don't have overlap this will save you a lot of heartache Now let's

say this the let's say the 1% works and the 3% works now let's say I want to test a sex well I can just drag it 3 to 6 if that works then I can create a 10 a 10 to 6 right and all of these different look likes aren't going to overlap and include the same people in them because I'm creating it based on bands that's a little small hack that will save you a lot of heartache and trouble and remember always try to keep things simple so don't get too crazy on Your look-alikes

remember you you don't need a ton of audiences and you don't need a ton of different complexity to make things work you just need enough people in your audience to spend the right amount of money and you need things to perform well and you want to keep things simple now let's talk about method number four which is creating a new add variations so what it is so we create variations of our proven ads so that we can run Multiple versions of them to the same audience without experiencing entropy and ideally we want multiple versions of

an angle running at five to 15 times KPI recife l now why do we do it well once we find a proven audience angle image combination we want to duplicate it and set the budget at five to 15 times KPI so we can take it to its threshold limit where it's most optimal and then if it works there we want to duplicate multiple versions of that and Set them at five to 15 times cost per lead but we don't want it to be identical we don't want the exact same ad running to the exact same

audience because it's going to have overlap and so instead what we do is we change something about it and we want to change a small thing like the headline or the image or the button so that it's unique enough to run separate from the existing ad set now what Facebook does here is Facebook's very complicated in how it Creates auction pools so let's say you create an ad and then you select an audience and then you bid on it now if somebody else creates an ad that's similar and they going to an audience that similar

and their birds are similar in budgets and things are similar then they're thrown into that auction pool with you and the person who performs or pays the most wins that auction pool but we can enter option pools with ourselves so if we create you know the the exact Same ad and run to the exact same audience with the exact same everything then we're pretty much going to just compete with ourselves but and we we want to try and avoid that however if we use different audiences with the same ad we're not really competing with ourselves

and if we create different angles with different audiences we're not really competing with ourselves and what we can do is we can create variations so that We don't we create set production pools and don't compete with ourselves and I'll show you how to do this so let's say I've got a proven and set and it's my winner in my cold traffic production campaign and let's say I grab you know grab this and I go to to placate it well it's a I've already had this humming at hundred and fifty a day right now I want

to droop it again and I want to go for a hundred and fifty again but I want to make sure that you know I changed the add of it so I'd go duplicate and then I'd go you know original campaign duplicate now at the ad level here I'm gonna have to go down to add so we leave everything the same budget we're gonna go five to ten times five to fifteen times KPI but at the ad level I want to change something and at the aired level what I want to do is edit this and

so I just want to change you know something about the headline I Might use a different headline or I might turn on a button like apply now book now whatever just change one thing about it but change the headline or put a button on it and so this is what you can do or you could try a different image button image your headline those are the things you're playing with you're not changing the angle itself and when you do this and then you review and publish it live you're creating a micro variation of an Existing

angle and we don't need to do this in the sandbox because the audience has been proven with the angle and we're just changing a slight variation of that so it's highly likely to work so we can just do it straight into production at five to 15 times KPI and you might be thinking why do these small variations why not just duplicate it well like I've said if we just duplicate it then we are competing with ourselves which we don't want because we will create entropy Which we don't want now you might be thinking well why

don't we just change the budget a bit and also just change the age of it it doesn't really work anymore the you know Facebook's algorithms constantly being updated and they you know they get better and smarter and that one doesn't really work anymore and eventually anyway it would probably experience overlap so it's not the best it's best to actually just change Actually change not try to fool it change but actually change the ad and when we do that we actually get put into a different option pool and we actually have a better advantage it works

better do it that way now you might be thinking well why not new angles why don't we just create totally new angles instead of doing these variations and you should always be sandboxing for new angles and when you find winners you should be scaling them into production and new Angles are an extremely effective scaling method they're actually one of the best in fact it's the best if you create a new ad that is just a killer ad it's the best scaling method you can have but it's also very hard and scaling is not necessarily you

know the scaling strategies I'm sharing with you aren't necessarily about how to create if my scaling method was just create a really good ad it's not really people be like oh you Serious we knew that would scale so of course that is the best strategy but scaling when I talk about that and when most people talk about it they want methods to increase or to get more juice out of existing angles and so that's why variations are hacks to get more juice out of an existing angle so if you've got an existing angle that works

and you've taken it to threshold now you can get more juice out of it by drooping it and making a variation and if then that One works you can droop it again create another variation and get five to 15 times KP out of it and you want to keep doing that until you hit the threshold speed limit of that audience so let's say the audience is you know Tim Ferriss and it's got a million people in it and I keep drooping these things at 150 and creating variations $150 the threshold amount that I'm going to

be able to spend on that across these different ad sets is still going to obey the $10 per 10,000 person rule which if Tim Ferriss audience is a million then I'm only going to be able to spend a thousand divided by 150 we're going to end up with about seven so I'm going to have seven variations of an angle at 150 each going to the same audience before I max that out get it now how we do it so once you've got a winning ad set running at 5 15 times KPI or cost per lead

triplicated again and change the headline like I showed you Image or the button you can do any one of these I suggest just doing one not all because when you do all you're almost creating a new angle and you might screw it up just a micro variation and you want to keep everything else the same including the budget at five to 15 times cost per lead and try not to have more than one identical aired running to the same audience you know if you've got one proven angle running to an audience then Only have that

running to their audience you can have that identical angle running to other audiences it's fine but if you're going to keep scaling that that or that our angle to a particular audience first of all you stretch it up to five 15 times KPI and then once you've done that then you have to create variations to get more shots at it and scale it up and when you create these variants you get and get them to 15 five to 15 times KPI - you can keep creating variants and taking them to this five to 15 times

KPI till the point you reach the audience threshold now let's talk about method 5 which is creating new ad angles so first of all sorry it just says number 4 here but this is method 5 so what it is so we experiment for new ad angles in our sandbox campaign and when we find winners we scale them into our production campaign at a 5 to 15 times cost per lead budget And then once they work at that then we create ad variations using the previous scaling method that we covered where we changed the headline the

image or the button and so you can see here this is a insane process rights it's so powerful because all of these things we can play with we can combine them and switch them with each other so when we're sandboxing for new ad angles the moment we find an air dangle that works in the sandbox we droop it into production and when we Put it into production we take it to 5 to 15 times KPI boom once that's going there then we create variations of that by changing with one droop we might change the headline

and set it at five to 15 times KPI if that one works then I might troupe the original and change it and put a button on it and then boom if that one works at five to 15 times KPI now I might droop the original and change the image set it at 5 15 times KPI inform networks and now I've been Able to expand you know my spend for that specific audience up until the threshold limit which is $10.00 per 10,000 at the limit if that's a million in the audience I'm spending up to a

thousand over those different ad sets I'm achieving optimal efficiency I'm reaching the max I can in that without hitting entropy zone now why do we create new ones well just because we have angles that work and that we can create new and very End variations that work just because we can do that doesn't mean we can't make one that works better right never lit good stop great even when you're great don't need that stop you from being great - you're never done you're never finished you can always do ten times better than you're doing no

matter what level you're at in the moment in the day you think otherwise someone will come along and take you out so it never stops and you should never stop and so we're Always looking for something better and our methods are designed to extract more juice out of an existing angle but creating a better one improves everything so creating a killer ad can make you millions of dollars right like I told you about advice for consultants or 28 you're all 26 year-old punk and those ones have made me Millions so those are like you know

killer ads and what you're really aiming for is a 9 to 10 quality score and if you simple as It as it is if you scale something you're just gonna get more so if you're spending $100 and you're not making anything if you scale it well then you're going to be spending a thousand dollars are not making anything all right if you scale something you just get more of what you had if you didn't have anything you're not you're gonna have more of nothing if you had a loss you're going to have a bigger loss

but if you Have something that works you're going to have something that works more and if you have something that's phenomenal you're going to have something that is more phenomenal and so really we want to make sure that you know to scale effectively we want to already have something awesome that's one of the real requirements of big scale you need to have something awesome and you can't scale something that doesn't work and You can't sell you you can't scale something that's average either you know when we scale things we we're making we're testing things so

if something's barely profitable if we scale it it's definitely not going to be profitable right you need to have wide margins on things to scale them and if things are barely working then it's not going to be fun so you need to get really good results at a small scale so that they can handle they have the safety Tolerance to perform at a high scale and you need a six plus quality score to do anything like if any of your cold traffic ads don't have it but if you're not getting six plus average quality score

on your cold traffic ads you need to keep creating new ad angles until you get higher than six you ain't going anywhere unless you have six if you're below six even if you're at five do something about it it's not the audience it's not your Niche it's not Facebook it's just your ad your ad sucks if you're getting less than six your ad sucks and it sucks because you wrote it and you didn't do a good job of it so you need to keep working on it you need to practice you need to test new

things and you need to make it better because that ain't gonna perform well at all forget scaling it's just not even going to perform before we scale if you're below six and if you really want to Scale properly you need at least a nine to ten quality score every single one of our main ads that we have like our killer ads that we scale-out they've got tens tens across the board it's rare if we have a nine now that doesn't mean that we're so smart and everything that we just create 10 out of 10 quality

score ads most of the ads we create don't get that score most of the ads we create don't work and the way we've got an you know a Collection of ten out of ten quality score ads is by creating lots of them and testing and doing the hard work so that's what you have to do so if you don't have a 9 to 10 quality score on cold traffic keep sandboxing new angles keep trying new images until you get one because you ain't going to be able to scale to the moon and this threat 9

or 10 quality score on cold traffic now how we do it so once we've got a winning ad set running at 5 to 15 times cost per Lead triplicated again and change the headline so this is actually not how we do it sorry it's actually just that so you know creating you and engels it's as simple as what I showed you in it the the daily management daily workflow our module we're just coming up with a new angle which is new body copy new headline new images and then we're testing it with for image variations

to our audiences to see if it works and We're doing this in the sandbox campaign all the time and we're just creating new angles and you know how to do that because you created the original five you just are doing that process again and so that's how you do it and when you find one that works in sandbox duplicate it into production set the budget at five to 15 times KPI let it run if it works droop it and create variations on that and get them to five 15 times keep your and then create new

variations and Then you can go back to sandbox and then you can look for new angles you see how this works now let's talk about method six targeting additional countries so where things get interesting then these numbers so what it is so we identify countries similar to the countries we're succeeding in and test them to widen our audience now why do we do it because we can't exceed this damn rule that I've put wrong and almost all The slides apologies for that because we can't exceed $10 per 10,000 people in an audience our audience size

dictates our threshold spend now by identifying additional countries we were able to expand our audience and thresholds meant now why countries so once we've deployed multiple scaling methods within a given country like let's say we've tried you know let's say we've found lots of audience interests and then let's say we've got three angles working and we've Got a bunch of audience interests working and then we've scaled to five to 15 times KPI with those angles in those audience interests and then let's say we've even created some ad variations to get more reach into those audience

interests and then let's say we've also tried some look-alikes well now we've we've really tried a lot and we've really got now tentacles deep into this country we've we've really gotten and we've gotten into the bloodstream Alright now once we've gotten to this point it gets harder to extract more scale from that country and at this point we should take our initial country to the absolute limits so you should never touch another country until you have taken the existing country to the limit just like you shouldn't bother you know you shouldn't bother going to look-alikes

until you've taken audience interests to the limits you shouldn't worry about creating at different angles Until you have taken those angles to the limits you shouldn't worry about duplicating and sets until you've taken those to the limits you want to take the initial thing to the absolute limit before you add in another another thing because you don't want lots of stuff you want performance and you want to make sure that the only time you add additional stuff is when you can't get more performance out of the stuff you've got so the only option is to

add Something else on and so once you've taken their initial country to the limits then seek new territory how do we do it so once you've scaled to the limit in your initial country start testing countries most similar to it so you know this is just like everything you can see that we do here is just derivatives and infinity in in all this so once we find an audience that you know we start with our Tower of Babel and then we look at Audiences that have affinity to Babel and then we go and test them

and then if those work then we find audiences with affinity to those and then if those work then we find audiences with affinity to those and then if an angle works then we might create another angle that's similar to that and then if an emit a certain type of image works and we might get another image that's similar to that and so we're constantly looking at what works and we're finding something that's Similar to that and we're trying that - this is what we do and you know look-alike is letting the algorithm find something that's

similar to what we've got and letting that go and then what we're trying to do - is find countries that are similar because this is a way to scale out in countries share affinity with each other by the way it's fascinating they share affinity just like everything else in the world the universe and so how we do it is once You've scaled to the limit we start testing countries most similar to it and you triplicate your best performing add sets and you simply change the country to the new country for testing and we use the

same campaign so if you've got let's say you've got ads working let's say you've got an ad set working and you've got an angle they say I've got an angle and a lookalike working really well it's a it's a 1% look-alike working really well with your best Performing angle and it's in the United States then what you'd want to do is duplicate that ad said leave the angle the same leave except you're gonna want to create another look-alike based on the same thing but in another country in a country with affinities are the one you've

got that you've started with and we do this in the same campaign we'd probably just pull this off in production campaign it doesn't really need to go to sandbox because it's got Closer Finity to something that's working it has high propensity to work now to to think about what countries you want to target you want to look for clues and closer everywhere if you know where to look and if you're targeting the US only the United States only but you seem to be getting the odd customer from Canada in the odd one from Australia maybe

from people just finding you organically or social or email broadcasts or as a friend of a friend Told someone else right if you're getting customers from other countries that you're not targeting with Facebook that is a clue and if you have existing clients that are not in the US that is a clue and this isn't just for the US if you're in France and you're advertising in France and you're getting the old customer in the US even though you're not running ads into the US that's a clue these are what Clues look like and that

is where you can get ideas for Audiences I mean ideas for countries so when I was targeting you know New Zealand then I noticed back in the day I noticed that's on the edge the edge cases would get like maybe Australia or something I started doing that then I noticed some edge cases we'd get you know the United States then I targeted that then I ended up crushing it in the u.s. so then I moved to the US and then I started going out into Europe and all these other things and now you know we

We're everywhere and so this is how you do it and I just was paying attention to the clues another powerful tool you can use that we've you know had a lot of work we've had a lot of success with is something called cultural clusters and just as audiences have affinity countries have affinity to and we use cultural clusters to see this and this is what cultural clusters look like and their ways to cluster together different countries by Their culture and their heuristics biases tendencies and just the way they think and the way they believe and

perceived the world and so over here we've got the egalitarian group which is like the Western world and the the Western world likes empowerment and decentralization at a very high level but then we can break it down even further the Western world we can go into the group that likes competition and contests a lot Now that's United States you know the Kingdom Ireland New Zealand Australia in Canada right so I'm from New Zealand it was very easy for me to work into Australia because it was just like the same and I was shocked at how

easy it was to just work in America - and I always wondered why but you know when I when I found this I really understood why because although New Zealand's a tiny little country ages away from America it has a lot in common with it Because our culture is similar and it's because you know our culture's sheer competition we like competition we like autonomy we like decentralization we like risk-taking results ambition and innovation that's like the American dream the Andrew Carnegie that Rockefeller story the Elon Musk the you know the you know all of those

stories that's like the American Way and that's also how these other countries believe - and so chances are if you've got ads That work in any one of these countries they should work in all of these countries so if you're got ads that work in Australia you should try targeting one of the other ones if you've got ads that work on candidate you should try targeting all of these other ones they are basically the same damn thing they all speak English they all think the same they all see the world the same way and it

all pretty much is the same then We've got network which is Sweden Netherlands Norway Finland this is like getting into Europe and these people these are more westernized European countries so Sweden Norway and in Denmark and Germany and Switzerland and these are more westernized European countries compared to the other ones and what I mean by that is they're just they're more like Americans than the other European countries and they like decentralization and empowerment they Also like the main things is decentralization risk-taking empowerment and and all of this that's what these ones like then we get

into the hierarchical group which they like centralization in hierarchy and rules and so that's when we get into France and Belgium and Italy and Poland in Spain so these guys like hierarchy rules centralization formalism and all the stuff and then we also get into these other countries over here too and so Wherever you're running ads that are successful chances are you can run the same ads and make them successful in everything else within this cultural cluster it's easy to scale to all the countries within a cultural cluster it gets hard to scale to countries not

end with not within the cultural cluster your audience because the same ad angle won't necessarily work because their belief systems are different try running a capitalist you know look at me like in How much money I make and how successful I am add into France watch what happens you just it's not all running into run it into Thailand or something just watch what happens you know the the cultures change between these different clusters but within these clusters they pretty much remain the same so it's easy to scale within it it's harder to scale into a

new one quite often to scale into a new one requires new angles and in a Bit of work so I recommend scaling within the one you're already in first take over all of this once you've taken all of that over if you're hungry for more have a crack at going into these other ones go to the one most like the one you're in so if you're in this one then you then you want to take over everything in here once you've done that then you want to go to this one you shouldn't start here take

over all of us and then decide to come over here and Try that because this is far away from that start here go through that then go to here work through that then got here work through that then go to here work through that then go to here work through that didn't go to here work through that got it good method seven scaling retargeting campaigns so what it is we use different campaign objectives to increase reach and performance of our retargeting campaigns why do we do it well most of our scaling efforts go Towards cold

traffic campaigns because this is the entry point in the most important thing however as we scale cold traffic naturally our targeting audience size increases and when it does this it gives us more options now how do we do it how do we scale returning campaigns so once you've taken your warm retargeting campaign to the absolute limit duplicate the best performing ad set into a new warm retargeting campaign with the page post engagement subjective Now first and foremost never create something new until you've taken the existing to the limit so what we want to do first

of all is we should have our warm retargeting campaign here it is and we should be bidding for we should be optimizing for conversions using the auto bid method and in here we should be targeting you know page post engagements 180 days all website visitors 180 days we should be targeting All of these people so people who have engaged with us within the last 180 days and we're optimizing for conversions and we're using auto bird and the angles we're using in here are the best performing angles from our cold traffic campaign now what we want

to do is we want to increase the budget of these as much as possible like we want to increase the budget of these as much as possible and take them to their absolute limits before we go And create something new so if our retargeting audience size is like this say it's ten thousand well we don't need to use the same ten dollars per ten thousand dollar rule I put out for ten thousand people rule for retargeting we can go about five times that so we could if we've gotten retargeting audience warm of ten thousand people

we can spend probably fifty bucks so you know we we take that up to its limit and it's set 50 bucks if It's still working there good that means it's pretty much at its limit we're spending at the threshold of the audience size once that is true once you've done that and you have to do that first before you do this other thing otherwise you're just doing stupid stuff then we want to scale further by creating a new campaign with a different objective so what we do here is we start by going to campaigns and

then we want to go create and then we want to call This one warm retargeting PE PE which is like page boost engagements OTO we want to go auction and our campaign objective is going to be post engagement and then that we're going to create an ad set we're not going to create an ad set we're just going to go skip skip save to draft and then we're going to publish that up well so now we've got to warm our targeting audience o campaigns one is one retargeting conversions Auto the other is warm retargeting petrus

Engagements we'll do then we come in here we find our winning ad sit and then we go to placate and then we go to an existing campaign and we select our warm retargeting P P P P P e campaign this time and then we troupe it into that and then what we do is we go down and we want to make sure our audiences see it correctly which will be you know people who have it should just be the same which is people who have engaged with your fan page or people who have engaged With

one of your ads in the past 180 days or visited your website in the past 180 days or visited your your landing page in the past 180 days you're excluding customers your location is going to be the same scene with age and things this isn't going to have an audience interest because it's a retargeting campaign and then placements you basically want to go like all placements you want to just try all placements for this and then what you Want to do is all mobile devices and then optimization for air delivery you just want to go

post engagement and then that's it then you can just publish it up boom but what about budget how do we set the budget so here what we do is we set our budget at 40% of what the conversion campaign budget is at so if I have 10,000 people in my warm retargeting audience and my warm retargeting campaign which is optimized for conversions that's going To be spending $50 per 10,000 because there's the threshold limit the rules change a bit when we get into warmer traffic so if I'm spending $50 per day into this campaign then

I want to find 40 percent of 50 and that's going to be like was that 20 bucks or something so I'm gonna set this at like 20 bucks so that's what you want to do you want to take two trajectories through the warm retargeting audience the first and it always comes first is the warm Retargeting conversions although using your two best angles from your cold traffic campaign to the 180-day audience using a $50 per 10,000 people in the audience budget to hit that maximum point of efficiency before entropy sits in once we achieved that we

can't go higher on those budgets because we'll get entropy so there's another way to get in and it's a new campaign that's for page post engagements using the same angle to the same audience at 40% budget Of the conversions don't worry about how hard all that was to figure out you just get it told to you and easy as that that's how you do it now hot retargeting so the above strategy and the strategy we've covered here is only used for warm retargeting campaigns not hot retargeting for hot retargeting we stick to our conversions objective

at the campaign level and daily unique reach at the ad set level with a max bid of a Hundred and fifty dollars per 1000 CPM and to scale hot retargeting keep increasing the spend and always taking it to its limits and as the audience size increases increase spend and you can try testing new images and new angles but it's quite hard to beat the ink a simple angle here so images can help sometimes but really that - I mean this isn't one where you have to test a bunch of angles and images really what you're

doing is you've just got to keep Increasing that that's Bend until you find its limit where it hits entropy that's where you keep the spend but as you scale your cold traffic in your warmer targeting you're naturally increase in the audience size of your hot retargeting and as that increases gradually you can keep increasing the spend here and that's really all you need to do to increase in scale hot retargeting is as cold traffic increases warm traffic increases when warm traffic Increases increase the bid there when all of this happens hot increases when hot increases

increase the bid debt and you just keep working through these three three layers and the one that starts the whole domino effect is cold so cold where most of your focus goes once you've had a bump there you go to warm bump it there go to hot bump it there come back to cold but look but it just land and you can also try and creasing max bid - right you can try Going 300 bucks per thousand seat views you're just trying to you're just trying to go as hard as you possibly can with hot

retargeting now you're not going to go harder and hot retargeting by creating more hot retargeting campaigns bad idea you're not going to go harder and hot retargeting by creating lots of aired angles idea lots of duplications bad idea and you know trying to create granular audiences bad idea trying to create a Page post engagement for talking bad idea trying to create a conversion objective campaign and Adsit for talking a bad idea just stick to this thing it is the best you've just got to keep increasing spend now let's talk about method 8 decentralized architecture so

what it is so we structural at accounts campaigns ads hits and ads in a way that decentralizes spend and load balances it evenly across the infrastructure and This allows us to scale our spend by adding additional clusters not increasing the size of existing clusters why we do it so the biggest enemy of scale is entropy and at a certain load disorder and diminishing returns set in and to avoid this we architect our ad accounts so that the spend is evenly distributed at safe levels without entropy not at little levels we want to take them to

the levels right on the knife's edge of entropy because That's where things work their best not in really safe zones but in almost danger zones and so we're trying to get everything on that knife's edge not over it not too far before it on it everywhere that's where the magic happens and initially we scale using one ad account and one cold traffic campaign with all your audience and angle variation happening at the ad set level within that one campaign with a net one ad account and what we're trying to do First initially as we're trying

to scale all of our winning angles to five to fifteen times cost per lead that's our initial thing we're testing five angles with four images each and 30 audience interests we're finding the winners and when we find those winners we droop them and set the budgets to five fifteen times KPI once we get them there Carlos's keep the winners that's our first round of optimization and scale From there we find those winners and we create aired variations on those angles and then we scale those to five fifteen times KPI and then we do another variation

maybe the first variation we do we change the button the next one the headline the next one an image and then we keep going until we reach the limits of our audiences which is not exceeding ten dollars per 10,000 people that must have just copied pasted that same damn thing in there that's why it's identical In every slide so not exceeding ten dollars per 10,000 people and so we're trying to get right up to that knife's edge but entropy exists everywhere not just in the spend so you know we see it occur at the ad

set level when we spend less than two times KPI or if we spend more than 15 times KPI we see entropy happen at the ad sea level but we also it doesn't just occur at the ad sea level we see entropy occur at the campaign level at about a thousand Dollars a day so once you have let's say like you know seven ad sets that are running at 15 times KPI at ten dollars each you know that you're getting let's say or a bit over a thousand a day in spend then you're going to start

to see entropy occur at that campaign level and just like an ad set likes to be in between 5 and 15 times KPI a campaign likes to be around a thousand bucks a day and that's where it likes to be and at The Add Account level it kind of likes to be at about five thousand dollars a day and over there it starts to see it but it entropy and so you know it entropy opens at multiple dimensions now a lot of you aren't going to be anywhere near $1,000 a day for a while so

you're good with one cold traffic campaign and one ant account all of your all of your variation is going to happen at the ad set level within one called traffic campaign within one ad account simple Once you get to a thousand dollars a day in total spend then you want to create another campaign and then when we create that other campaign how do we how do we architect it so once you've hit a thousand dollars a day in total spend for a particular ad for a particular campaign or your cold traffic campaign then you want

to create different cold traffic campaigns based on the angle so if you've got one angle that's 26 year old punk and you've got another angle Which is advice for consultants and they're both running within one cold traffic campaign the moment we start hitting a thousand dollars total spend per day with that one cold traffic campaign split across those two angles I now want to create a separate campaign for in separate both at angles so I'm gonna have a cold traffic 26-year old punk campaign and I'm gonna have a cold traffic advice for consultants campaign and

within those two cold traffic Campaigns you are only going to find that angle or variations of or add variations of that angle going to all different audiences and budgets of 5 to 15 times KPI right but then the moment we start let's say we then have five aired angles but five different ad angles all of $1,000 a day in spend for cold traffic and within those campaigns five campaigns they consist of seven ad sets at 15 times KPI at $10 cost per lead so Like you know they're all at about a thousand so the ad

set level is that it's efficient it's at its knife's edge efficiency we can't exceed that the campaign level is at its knife's edge efficiency and now we've run out of room in their ad account that set its knife's edge efficiency so only at this stage that we have five angles with within there we have you know seven ad sets at 15 times KPI in the we're spending $1,000 a day and cold traffic across Five angles only at this point now do we consider creating a new Facebook ad account to start load balancing across another dimension

and this is what I mean by decentralized architecture we build based on the parameters in the thresholds of the system and lucky for you I already know what all of those are and so and then I just tell you how to architect it right it saves you maybe five years so congratulations and 75 years and millions of dollars in two Minutes so you know not to take ads hits pass 15 times keep you own you know not to take spend past ten dollars per 10,000 on cold you know not to take spend past $50.00 per

10,000 our warm you know you can take spend on hot retargeting as high as you want until you start seeing entropy yourself and then you know to not have a campaign exceed about $1,000 a day before you have to start splitting it out and then you know not to have an ad account Really exceeding five grand a day before you have to start splitting it out this is the architecture and so what you end up happening is when you get up to massive scale you end up with multiple ad accounts and how you separate ad

account is by the traffic type so I can show you Al's like we have we've got all sorts of different ad accounts and you can see we just call them concerning comm line all these different things So you know if I find the consoling comm number one account where is this little thing so here it looks like we use this for warm and some hot so this is like a warm retargeting campaign right and then let's say number two is we use this one for this looks like it's for something else we're doing that is

slightly more advanced don't worry about that one now it's fine another one we're using that number three so we've got a lot going on we've got like teen ad accounts going Because you know we and we justify that because we've we're pretty much spinning 5k and all of them so we load balancing it all out with the ideal architecture and then we've got one for running ads for uplevel specifically so we're starting to you know to load balance it out that way too and so basically what we're doing is splitting things out and what we

want to do on the ad set level is we want to have one ad account which might be used for coal traffic one ad Account which will be used for warmer targeting in hot retargeting together at first when we go from one ad account to to add accounts we want to have one for cold traffic one for retargeting the one for retargeting includes both warm and hot the one for cold traffic includes the production cold traffic and the sandbox and cold traffic and then once you're spending more than $1,000 a day in a campaign create

new cold traffic campaigns Angle within those cold traffic campaigns per angle you have ad sets which have different audiences in them and the same angle or variations of that angle and those ad sets should not exceed 15 times KPI or the rule of ten dollars per 10,000 people in that audience and if you do that you're good and then once you're spending five grand a day on that cold traffic campaign then you probably want to create another campaign called cold traffic number two And then you can have you know more stuff in there and you

keep scaling out that way this is what I mean by horizontal instead of vertical if we were doing vertical scaling vertical centralized scaling would just keep one ad account and we just keep increasing the spend and we would just not care about the entropy and just start losing money right this is centralized hores our vertical scaling decentralized Horizontal scaling is when we go out not up we achieved the same thing but we go out instead of up so we go we spread across the dimensions we go into different countries we go into different ad sets

different variations different bidding strategies we go into different audience types look-alikes and things and then you know we spread across the different countries and then we spread across different campaign structures and different architecture types of the System and then we spread into different ad accounts and we just start building a serious machine a seriously intricate and beautifully designed machine for serious firestorm of ads and yeah they should keep you occupied until you're making like 30 million dollars here now I know we've covered a lot of ground some of your brains are probably smoking right now

that's alright because I've included a cheat sheet available for download beneath this video in the Resources section and it's called nain scaling methods and in this cheat sheet you can see all nine scaling methods their pros cons and how to execute them using this cheat sheet so you know it makes life easier for you so this is what it looks like and it's just a summary of all of these methods so the scaling method number one what it is while we do it how to do it the parameters for all of our different scaling methods

you know I Tell you what it is how we do it and the parameters and everything so I recommend you download this it's in the resources section beneath this video download it keep this handy and you can use it as your cheat sheet for deploying these scaling methods because there's a lot of stuff in here this will keep you occupied for years and these scaling methods are enough to take you to forty thousand dollars a day in ad spend and they're enough to grow your business to Thirty million dollars per year and this isn't an

opinion of mine nor is it what I think I know because I actually did it so this is true I make this claim because I grew my business this level I know I can and I we spend that much on ads so this is actually the level that these scaling methods and these strategies in this architecture can take you to I believe it can actually take you further than this but I'm not comfortable promising that because I Just haven't done it myself the moment I do I will change my promise there is no limits to

it people used to tell me oh you can't make like a million dollars a month and info you can't make a hundred grand a month and consulting oh you can't spend more than a thousand dollars a day on ads or you can't run a webinar all the time or you can't run an ad that works for longer than a week or you can't you know do this or ads don't work and Europe or Ads don't work in South America there's no way you'll get ads to work in Nigeria I just hear all sorts crap and

all of it I've found to be wrong through experimentation so you know in the space what training you probably heard and seen a lot of things that go against a lot of things that people have been telling you that's fine the only reason I tell you anything in here is because it is grounded in experimentation in practice Nothing is theory here all is grounded in experienced and documented improving over time in practice and armed with these methods you will decimate the competition on Facebook and I know that one too because I've been doing it for

a long time and so with these methods you can seriously take your business to the moon and unleash a firestorm of advertising all over the planet so congratulations on going through this Facebook Ads training it's Been pretty intense we've covered a lot of stuff in this scaling video really just adds the you know the cherry on top with these methods you can really scale anything to massive levels so thanks for watching this training and I look forward to seeing you in the next one soon [Music] you