"Follow where the money is already going" - Scaling Meta Ads
If you’re looking to scale your Facebook ads effectively, the secret lies in one principle: follow where the money is already going.
Many brand owners believe they have a clear understanding of their Ideal Customer Profile (ICP). However, a quick look at the demographics receiving the majority of ad spend on Facebook often paints a very different picture.
Facebook, as your advertising partner, aims to maximize your return on ad spend so you keep investing. Its algorithm is designed to allocate spend toward audiences most likely to convert.
By analyzing these allocations, you can uncover which demographics are driving the most results and profit.
While this analysis should be complemented by deeper research methods, such as surveys or customer reviews, it provides a powerful high-level view that can refine your creative strategy.
Real-World Applications:
Assumptions vs. Reality
- You assume your customers are 100% female, but data shows males account for 25% of spend.
- Action: Dive deeper into the data and experiment with ads targeting males through a gifting angle.
Demographic Surprises
- You believe your target audience is males aged 25–35, yet 55+ males receive 39% of spend.
- Action: Develop ad creatives tailored to an older demographic, incorporating proven winning angles.
How to Uncover This Data:
- Go to the Breakdown section in Ads Manager.
- Select Age and Gender as the breakdown type.
- Sort by Amount Spent to see where your budget is flowing.
This simple exercise can lead to insights that reshape your strategy and help scale your campaigns. Give it a try in your own ad account you might be surprised by what you find!