#PublishingReinvented 298 - 80:20 Book Marketing #3 Scaling Up Your Ad Spend + Writers Group Zoom Meeting This Friday
How to Scale Amazon or Facebook Ads
Once we’ve tested a few different ads and identified the winner—whether it’s a headline, image, or audience combo—it’s time to scale up.
But scaling is not just about spending more. Done wrong, it can tank your ROI.
And tank your will to go on!
Here’s how to scale smartly:
1. Scale Gradually
Platforms like Facebook don’t like sudden big budget jumps. Increase your daily budget by $1 every 2–3 days to avoid “resetting” the learning phase.
For Amazon Ads, increase bids slowly on high-performing keywords. Raise your budget on winning campaigns while keeping a close eye on ACOS (Advertising Cost of Sale).
2. Duplicate Winning Ads to New Audiences
On Facebook, duplicate the best ad but test it with new audiences:
Lookalike audiences (1%, 2%, 5%) based on your buyer list or website traffic.
Different interest groups (e.g., fans of similar authors or a wider audience).
For Amazon, try:
New match types (e.g., phrase or exact)
New formats (e.g., video ads)
3. Refresh Creatives
Your best ad may tire out.
Create 3 new variations of your winning headline or image.
Refresh calls-to-action or test new emotional angles.
Generate new blurbs that match your top-performing themes.
4. Monitor & Optimize
Scaling isn’t set-and-forget. Track:
CPC (Cost per Click)
CTR (Click-through Rate)
Conversion rate
ACOS (for Amazon)
Pause underperformers quickly (after 4 days with Facebook.) Scale the best ones even more.
Smart scaling = more sales with less waste.
Let the data show you the way.
All of this is summer testing time as we prepare for the holiday season. Are you preparing? Are you scaling up?
Writers’ Group Friday 18th July
For the Zoom link click here.
All welcome.
1hr approx. It’s at this time:
9AM Pacific = 11AM Central = Noon Eastern = 5PM GMT
Purpose: for each person to talk about where they are on their writing journey!
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