When to scale on your targeting

Scaling your campaign can help when you already have an audience for launch day. It helps you quickly identify who to target and get more signups. It’s also great to gain more traction once your project goes viral in the media. Two metrics help determine if it’s worth scaling your targeting: your conversion rate and the value of each conversion.

When targeting a large group of people and you’re only getting very few conversions, the product could be more appealing to them; there are significant holes in your pitch that need improvement, or both. Make sure you cover all the bases of why someone should signup before executing a scale campaign.

How Do You Scale Your Targetting?

Here are some ways you can expand your target audience:

Increase Your Budget

You need to increase your budget if you’re spending $20 daily but only to reach ten new people daily. The more money you spend, the quicker you can scale. However, this comes with a cost as well. The more money spent on ads, the more likely those people are interested in something other than what you’re offering.

Target Not-As-Spot-On Interests

If you want to reach people interested in “making extra money” but not necessarily in “making extra money via freelancing,” then consider creating multiple ads that focus on different aspects of your work. For example, if one ad focuses on freelance writing, another could focus on blogging, and another could concentrate on copywriting or editing services.

Go After Competitor Brands.

This is an excellent way to find new audiences, especially if you’re a small brand or just starting. Look at the audiences for large competitors in your space and see if any overlaps could lead to some exciting testing. You can also look at similar products from other companies, even if they’re not direct competitors, to see how they target their ads. The more data points you have, the better!

Tap Into Affinity Brand Audiences

If you’re a B2B company or your product is sold through third-party retailers, affinity groups are likely relevant to your brand, like associations or Chambers of Commerce, where people who care about your industry might congregate online. If those groups have Facebook pages or LinkedIn groups that allow ads, set up campaigns and start targeting those members with messages related to your brand.

Expand Lookalike Models

If you’ve already run a campaign with a lookalike audience, you can use that same audience to target new users by expanding the lookalike model. This will allow you to reach people who are similar to the people in the original audience. For example, suppose you have an audience of 1 million people with an average age of 35 and a high-income level. In that case, you can create a lookalike audience of people with similar characteristics like age and income who aren’t in your original list.


All in all, product and audience scaling are great additions to Facebook’s advertising options. Like most new features, it will depend on your preference for when and how you incorporate them into your campaigns. However, for advertisers hoping for a broader reach on a budget, these features might be just what you’re looking for.

Social Media Marketing by Glen Huff

Hi, I'm Glen Huff!

Blogger, marketer, and coffee addict. I constantly have my head involved with the inner workings of the internet. I have a love-hate relationship with Social Media, SEO, PHP, and algorithms. With the industry constantly changing, it's hard to know what works.

This blog aims to take my 13 years of marketing experience and give you a clear path to success. My passion is helping business owners thrive online. I hope this blog becomes a valuable resource to you. May your funnels and social media campaigns shower you with leads.

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I recently updated my article on this topic. It’s called: 121 Social Media Post Ideas – Never Get Writer’s Block Again! 

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