Nita reported 11 minutes Try messaging was the guy that helped out with same issues.There is one wrinkle with CBO: It cannot be used in conjunction with split testing.Latest outage, problems and issue reports in social media: If setting minimums and maximums simply isn’t generating the results you want and you’re still seeing your ad dollars being spent in the wrong ad sets, then it makes sense to shift to the campaign structure changes above to achieve your goals. For that one ad set, maybe you set a maximum for a portion of the campaign budget and let all the others serve at whatever rate Facebook dictates. In this case, you can take your total budget for the campaign, divide by three, and set each ad set minimum to that amount to ensure the spend is even each day.Ĭonversely, you might be mostly concerned that a specific ad set will take all the budget, but you’re confident the others will balance out. Let’s say you want all three ad sets in a to serve evenly (or as close as they can to even). Instead, I suggest you use these rules for maybe 75% of the spend and let Facebook choose where the other 25% goes to balance out your control while still letting Facebook optimize in real time to some degree.
I have two examples below, but before we get there, I want to add a disclaimer: Overall, I caution against using minimums and maximums to dictate where 100% of your campaign budgets will go. There are a few ways you can use these settings to achieve balanced spending across your ad sets. Now we can set either a minimum or maximum amount of daily spend for that individual ad set. There, you’ll need to click on the “Show Advanced Options” blue text. When setting up your ad set settings, scroll down to the “Budget & Schedule” section of the creator. The second option, and the one I think most advertisers should try first, is using ad set level minimums and maximums within a CBO campaign. Now, per the ad testing section above, Facebook doesn’t always choose the “top performing” asset we would choose, but there is a machine learning component to CBO that we’ll be missing out on if we go with the structural strategy. Second, CBO is designed to adjust your budget shares in real-time to the top performing ad sets, not just the one with the most potential for volume. We now have three campaigns instead of one, each with a single ad set to ensure budgets are shared evenly.Īlthough this solution works and can be a good option for you, I’m personally not a fan of it for a couple of reasons.įirst, it will bulk up your Facebook account with a ton of single ad set campaigns. Here’s what it would look like for a basic set of three ad sets: If we shift our campaign structure, we can easily overcome this issue. With CBO, the budget will shift up to the campaign level, similar to other platforms, and will be harder to control with ad sets. In Facebook, budgets live at the ad set level. I’m starting with structure as it’s the simplest solution, but it’s the less elegant. This is a very fair complaint, but there are two specific ways we can get around this issue: structure and settings.
Facebook issues update#
The main problem advertisers have with this update is worrying about one ad set always being given the lion’s share of the budget and leaving out lower volume ad sets. My last strategy is timely given that all advertisers are going to be forced into using Campaign Budget Optimization, or CBO, on Facebook starting in September of 2019. Unfortunately, split testing isn’t a long-term solution to this Facebook ad issue, as your campaigns can only run for a certain amount of time, but it is a good stop gap if you’re finding it hard to determine statistically significant winners. Once you’ve chosen the lifetime budget option in the ad set builder, you’ll choose the Ad Scheduling radio button below. So if you have a daily budget campaign you want to schedule ads for, you’ll have to create a new campaign with lifetime budgets. Additionally, you cannot change a campaign from daily budgets to lifetime budgets once they’re published. Daily budgets do not allow for ad scheduling. If you want to use ad scheduling, you’ll need to choose lifetime budgets. I wrote about the two key options earlier this year: daily and lifetime budgets. Strangely enough, your ability to schedule ads on Facebook is actually directly impacted by your budget choices. One easy, effective lever in search campaigns is dayparting. To help alleviate some of that, I’m going to run through the three most common areas of Facebook where advertisers tend to run into challenges:Īs marketers, we know it’s in our best interest to pull all the levers at our disposal to improve campaign performance. Just selecting your industry can be overwhelming!
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