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most advertisers are scaling their
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Facebook ads the wrong way and it is
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ruining their chances of success you're
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just ruining it you're look at my lips
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you're ruining it so in this video I'm
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going to show you a new way to scale
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Facebook ads one that I've never talked
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about before and that performs a lot
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better but first let's quickly go over
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where advertisers are going wrong with
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their skate
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a lot of advertisers have heard that the
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best way to scale is to leave your
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existing successful campaign alone
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duplicate it and then run a new
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identical version alongside each other
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but of course you're scaled because
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you've got campaign budget in one
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campaign and campaign budget in the
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second campaign now there are a number
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of issues with that but the primer of
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which is Fortune overlap
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now we're seeing auction overlap
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warnings come up in Facebook ad accounts
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more and more and it is something to pay
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attention to not all the warnings that
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appear in ad accounts are but this one
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is auction overlap means that both those
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campaigns are competing against each
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other in the auction and meta won't
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allow that to take place within one ad
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account so if you have identical
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campaigns they will only let one of
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those campaigns into the auction to
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compete against all the other
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advertisers that are trying to reach the
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same people and what that means is that
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when you use that structure where you
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have the identical campaigns running
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alongside each other only one will be
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entered into the auction at any one time
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and that results in one of those
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campaigns but often actually both of
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those campaigns under delivering because
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meta will switch between one and two
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periodically and it's going to lead to
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poorer performance in both those
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campaigns you're not going to get as
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much data in one for you as an
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Advertiser and meta as a sort of machine
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learning platform to be able to improve
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your campaigns and optimize over time
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now we used to use a tool called the
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inspect tool to be able to identify
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auction overlap and potentially mitigate
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issues ahead of time because of course
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there are identical campaigns that are
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going to overlap 100 that matter won't
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go near won't allow you to do but there
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are also other campaigns other AD sets
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that are going to overlap a bit and we
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used to be able to use the inspect tool
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to see to what extent is their auction
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overlap is it actually a problem
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unfortunately the inspect tool has been
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retired so we can't use that anymore to
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try and get ahead of this or to work out
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to what extent it is a problem my strong
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recommendation would be to just not use
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that as a scaling technique don't just
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duplicate campaigns and run identical
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ones alongside each other and especially
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don't do that multiple times I've seen
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ad accounts where someone's taken one
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campaign they duplicated it and then
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they've run the two of them that
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identical alongside each other and
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that's performed well enough for them to
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just keep going and they end up with
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five six duplicates and the whole thing
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turns into a mess so if that's the wrong
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way of scaling a Facebook ad campaign
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what's the right way what should we do
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instead well there's the old way that we
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used to use which is scaling in roughly
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seven day increments it's absolutely
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still valid it's a technique that we
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still use as an agency all the time and
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if you want to find out exactly how that
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works there'll be a link in the
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description to another video that shows
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you that exact process and the
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increments and all that sort of stuff
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but there's also a new way that we've
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been using recently that I'm about to
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show you right now and just before I get
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into that I want to quickly mention our
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done for you Facebook and Instagram
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advertising services so my company can
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create manage and optimize your
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campaigns for you we can help you get
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much better results most likely take
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that workload off your hands if you'd be
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interested in finding out more there is
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a link in the video description you can
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click on that and go through to our
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website and book in a call we do have a
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3K per month minimum budget requirement
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so please only book a call if you meet
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that but if you do go ahead book a call
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no obligation of course you can find out
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more information and we can let you know
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how we might be able to help we may have
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worked with the business just like yours
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in the past and hopefully we get a
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chance to work together
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so to demonstrate how this scaling
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technique works I'm in an example ad
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account I've just created a quick dummy
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sales campaign for demonstration
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purposes and what I want you to do once
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you come into here which is ADS manager
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is click on this more drop down arrow
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and scroll down to automated rules now
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what we're going to do with this scaling
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technique is set up an automated rule so
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that our campaigns scale in small
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increments provided they meet certain
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criteria basically as long as they are
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producing great results and that's what
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I'm going to walk you through now so if
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you go ahead and click on create a new
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rule and we're going to go with a custom
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rule here if you select next give the
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rule a name so I'm going to call this
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scaling three percent and that's what
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we're going to scale it just three
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percent increments which is quite small
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apply rule to active campaigns I'm going
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to leave that there for now obviously if
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you just wanted to apply to certain
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campaigns then you could go ahead and do
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that action we don't want the campaigns
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to be turned off here we want to
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increase daily budget by okay and just a
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quick recap that I would strongly
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recommend you use daily budgets not
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lifetime budgets for all your Facebook
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and Instagram ad campaign things okay
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increase daily budget by three percent
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so we're going to enter that in there
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you could also increase budget by a
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certain amount so you know if we're
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running campaigns at 100 pound a day
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maybe we would just increase it by three
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pound per day or whatever but I like the
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percentage because it allows for that
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percentage increase to maintain as
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budget levels increase
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um if you enter in a hard amount then
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that's not going to happen Okay next
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thing we need to do is set a maximum
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daily budget cap very very important
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because if you're going to set up a
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campaign like this and have it scaled
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automatically it does become a lot more
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of a set it and forget it set up and if
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you do that the campaigns do really well
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and they scale scale scale scale scale
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you could end up with situations where
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you end up spending far more money than
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you want to particularly if you're
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running say a leads campaign and you
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then need to you know deliver the
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service or process the leads and call up
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with them and that sort of stuff you
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could end up with capacity issues so
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just set a maximum daily budget cap set
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whatever you feel comfortable with you
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know I could put in 500 pounds for
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example but but just make sure that that
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is in there and so that this doesn't run
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away with itself over the next weeks and
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months once you've got it set up action
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frequency the default is every 12 hours
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I think once daily is is absolutely fine
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you know
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um that'll make more sense as we go
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through the the next steps as to what
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that's uh what's that referring to so
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the conditions when do we want this to
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happen so when do we want our budget to
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be scaled by three percent we're only
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allowing it to happen once daily
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um but what criteria needs to have been
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met so there are a number of different
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metrics that you can use I think cost
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per result is perfectly fine
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um and we want instead of it's greater
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than we want is smaller than so let's
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say we had decided that with our sales
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campaign we're willing to pay 30 pounds
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per purchase okay and then anything
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under that we're happy for the campaign
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to keep scaling we want to acquire as
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many customers as possible so what I
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would then do is say cost per result
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needs to be smaller than 30 pounds get
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that added in as has just um happened by
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default and then the budget will be
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scaled by 3 now what you see that what
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meta will do is they'll automatically
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default to Lifetime Impressions so this
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will only run if we've had more than 8
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000 lifetime Impressions and that's a
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good thing you can delete that ad if you
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want but I wouldn't recommend it because
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you don't want your campaign to be
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scaling in those first few days if
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results are really good but you know
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that that might not be representative
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because the campaign's sort of going up
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and down and it's very volatile once
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you've got past that 8 000 Impressions
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which you know depending on your budget
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might take very very little time but it
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just at least gives you a little window
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before it it takes action so I don't
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think that's a bad idea to have that
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um at all then we've got the time range
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so what time range is referring to is
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how long into the past should meta look
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at what data set should they use to
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assess whether you've met the less than
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30 pound cost per result criteria so
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should it be maximum so should it be
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looking at the average across the
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campaign you know the whole of the time
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it's been running I don't think so I
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think you want to go with something like
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the last three days and you can see in
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here that there are lots of different
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options okay you can have today
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yesterday if you're running say a
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campaign that's keeping people in app
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like a Leeds campaign with instant forms
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then you could go with yesterday as an
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example just keep it really short
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windows when we're generating something
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like sales through our website we know
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there's a bit of a reporting DeLay So we
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want to give enough time for that to
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filter through to get accurate data or
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at least more accurate data so I think
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last three days is a good time frame
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that would be adjusted depending on the
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business so if whatever we sell has a
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longer lead cycle has a longer sales
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cycle where people typically take longer
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then we would look to increase that time
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frame and what that means is that when
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you know that when this rule is run say
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today because it'll be run once a day
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once every 24 hours
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um then they will look at the last three
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days of data and see are we under the 30
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pounds for those three days and I think
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this is a lot more Dynamic than just
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doing maximum because you could have a
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situation where the campaign runs really
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well for a few months has a nice cost
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per result and then starts to really
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tail off but the budget is still being
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scaled because of the average is still
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under 30 pounds because of the the first
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few months it did really well so I think
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just looking at the last few days it's
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good
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um schedule happy for this to run daily
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as I said it's going to run once a day
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this rule it's going to assess the last
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three days and then it's going to decide
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whether or not to scale doing it at
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midnight it's absolutely fine and then
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you've got notifications at the bottom
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here so you'll always get a notification
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on Facebook but if you're anything like
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mine there's tons and tons of
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notifications that don't really mean
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anything you can also choose whether or
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not to receive an email to let you know
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the rule has been enacted and we've
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scaled by three percent and then we can
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just go ahead and click create and that
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is now a rule set up within our ad
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account ready to run now one of the
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great things about this scaling method
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is that you can actually scale really
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quite quickly and provided that your
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campaign is delivering good results
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which is the only scenario in which you
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would want to scale anyway because if
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you think about three percent scaling
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potentially daily provided your results
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are good compounded means you're going
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to reach much higher budget levels than
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you're currently on really quite fast so
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there's large potential upside but you
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cap your downside in that if your
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campaigns aren't doing well you're not
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going to continue to spend more money
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it's not going to continue to scale so
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you've got that really nice balance
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there also it means if you set it up
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this way that you don't need to be in
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your ad account as often making manual
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adjustments so you can focus on other
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things and if you want to get smart with
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this you can actually also set something
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up to do the reverse so I'll quickly
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show you how to do that so if we go
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ahead and click on more again and we go
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to automated rules create new rule and
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then custom rule what we could do is
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that we could say we could have another
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rule to decrease the budget by say three
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percent if our results are worsening
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because that might be a step that you
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want to take it's often something that
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we'll do as an agency as our results
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aren't great let's pull the budget back
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let's establish and better return on ad
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spend numbers before we then look to
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scale back again so again apply rule to
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all active campaigns or be more specific
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and then we can just select decrease
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daily budget by
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um we could do the exact same thing 3
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sent
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we could have a budget floor where look
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we never want to spend less than 100
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pounds per day so we always know we're
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going to be in that 100 to 500 obviously
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you can adjust those numbers depending
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on what you want action frequency I do
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once again daily and then if the cost
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per result in this example is greater
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than say 35 you know give it a little
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bit of wiggle room there
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um add that in you can see the life
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damage Impressions has been added as
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well then if the cost per result is
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greater than 35 pounds right pull that
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budget down that's too high we can't
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spend as much and again you can adjust
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these numbers as you see fit I would do
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the exact same thing for time frame
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because that could be the last
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um three days so it again you don't want
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that scenario where your campaign did do
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really well for a couple of months early
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on but now it's actually doing really
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quite poorly and you want to be pulling
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the budget back but the average is is
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making it look like the lifetime cost
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per result average is less than 35 so
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those last three days is a good time
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frame or whatever it is that you want to
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use seven days depending on your
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specific business I'd leave it as daily
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I'd get notifications and then click
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create and what that gives us is a very
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Dynamic budget situation where we're
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spending more when our campaigns are
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doing really well and spending less when
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our campaigns are doing poorly which is
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great it's what most advertisers want
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and it can be really important for
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certain types of businesses and this is
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particularly useful for seasonal
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businesses where you get better results
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at certain times of the year and a lot
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of that therefore can be handled
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automatically you're not guessing it'll
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be about to see the the summer drop off
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or the winter drop off whatever your
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business happens to be depending on on
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what you sell so if you found that
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interesting and useful please go ahead
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and subscribe this new scaling technique
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is working really well for us right now
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and it's not the only new technique that
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we're using in our Facebook and
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Instagram ad campaigns and in this video
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I share a number of Secrets tips
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strategies methods all new stuff that
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we're using that's working really well
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