Facebook Ads Strategy 2024: Scaling for Digital Product Sales

Feb 29, 2024

So, you either want to grow your Facebook ads, sell digital products, or perhaps you’re trying to do both. In this guide, we’ll discuss how to grow and scale your Facebook ads for selling digital products. We’ll hear from Allie Berg, who has spent over $1.7 million of her own money selling digital products on Facebook. This guide will be slightly different from what you’re used to, so comment below to let us know if you like this format and how it helps you. Also, drop any questions you have about Facebook ads or digital products, and we’ll make sure to get back to you.

Meet Allie Berg: A Facebook Ads Success Story

Lessons Learned from $1.7 Million in Ad Spend

Allie Berg has managed to grow her business to over $6 million using Facebook ads. What are some of the lessons she learned from spending over $1.7 million on Facebook ads?

Importance of Testing: Testing is crucial when spending money on ads and selling digital products. It’s essential to figure out which part of the process needs tweaking. This includes creatives, audience targeting, budget allocation, landing pages, and more.

Benchmarks and Optimization: Allie emphasizes the importance of understanding marketing benchmarks. Knowing what a typical cost should be from Facebook and what normal performance looks like helps in identifying what’s working and what’s not.

Starting Small and Scaling Up

Allie started with a small budget and scaled up gradually. Here’s how she did it:

Initial Spend: Allie spent $17 on her first day and got a sale. She gradually doubled her budget every day, reaching a point where she was spending $1,600 per day with a 2-3x return on ad spend.

Budget Management: Even with a large ad spend, Allie is quick to turn off campaigns that aren’t performing. She usually gives a campaign 48 to 72 hours before making a decision based on the data.

Key Strategies for Scaling Facebook Ads

1. Creative Testing and Optimization

Allie uses various ad creatives, including digital mockups, professional headshots, selfie videos, and more. The key is to test different types of creatives to see which ones resonate with the audience.

2. Understanding Your Audience

Knowing your audience is crucial. Allie discusses the importance of understanding different audience segments and writing copy that appeals to each segment. This includes testing long copy, short copy, aggressive copy, and softer tones to see what works best.

3. Campaign Budget Optimization (CBO)

Allie highlights the importance of campaign budget optimization (CBO). Learning how to use CBO effectively can help stabilize your ad accounts and improve overall performance.

4. Scaling Strategies

Scaling isn’t just about increasing the budget. It involves creating new ad sets, exclusion audiences, and continually testing new creatives. Allie mentions having multiple campaigns with various ad sets and hundreds of different ads running simultaneously.

5. Delegation and Team Management

When scaling to a high ad spend, having a team becomes essential. Allie had a media buyer and a larger team to manage the complexity of running high-budget campaigns.

Common Mistakes to Avoid

1. Not Testing Enough

One of the biggest mistakes is not testing enough. It’s crucial to test different variations and not give up if the first attempt doesn’t work.

2. Ignoring Benchmarks

Not knowing what normal performance looks like can lead to poor decision-making. Understanding industry benchmarks helps in making informed decisions.

3. Starting with Reselling

Allie advises against starting with reselling other people’s courses or products. It’s better to create your own products and find your voice before diving into ads.

Scaling your Facebook ads for digital products requires a strategic approach. By testing different elements, understanding your audience, using CBO, and managing your team effectively, you can achieve significant growth. Learn from Allie Berg’s experience and avoid common pitfalls to maximize your ad spend.

If you have any questions about Facebook ads or digital products, drop them in the comments below. If you found this guide helpful, give it a quick thumbs up and stay tuned for more expert tips!

Silvia Myers

Silvia Myers

Traffic Ninja & eCommerce Coach

Silvia is co-founder of Traffic Ninjas, teaching product makers and brand builders how to sell their incredible products online without having to discount or spend their hard-earned cash on things that don’t work.

Together with her husband and co-founder, Kristen, Traffic Ninjas equip eCommerce stores with an underground Ninja method specifically designed for small business owners, teaching them how to be profitable and sustainable and actually earn an income from selling their products online.

The Traffic Ninjas community has grown from Sydney, Australia to 35+ countries around the world with small business owners achieving amazing results.


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