Budgets, Bidding & Schedules

Facebook enables you to adjust your Facebook ads Budget, Bidding, Schedule, and Delivery all via
your Ads Manager!

Your Facebook ad budget is the amount of money you want to spend on showing people your ads,
while your bidding helps control your cost per result.

Budgets 101: https://www.facebook.com/business/help/214319341922580

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Starting in September 2019, the Campaign Budget Optimization will become the default (that can’t be toggled off).

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 Campaign Budget Optimization

With Campaign Budget Optimization becoming the default soon, let’s begin the practice of
toggling on this option at the Campaign Objective level from now on!

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 Campaign Budget Optimization

➢ First select your Campaign Objective, then scroll down to Campaign Budget Optimization.
➢ Set your Campaign Budget to either Daily or Lifetime.

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 Campaign Budget Optimization

Campaign Budget Optimization distributes your budget across ad sets to get more results
depending on your delivery optimization choices and bid strategy.

Campaign Budget Optimization 101:

https://www.facebook.com/business/help/153514848493595

Here's a simplified example that shows how Campaign Budget Optimization spends your
budget: https://www.facebook.com/business/help/258714594633281

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 https://www.facebook.com/business/m/one-sheeters/campaign-budget-optimization

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 Campaign Budget Optimization → Add Ad Sets

Facebook uses Campaign Budget Optimization to optimize and distribute more of the campaign
budget to the highest performing ad sets!

So to get the most out of Campaign Budget Optimization, we will need to add AD SETS to our
initial campaign we created.

1. Go to your Ads Manager

2. Toggle the checkmark next to the Campaign
3. Click the Ad Set level tab
4. Click the green “+ Create” button

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 Campaign Budget Optimization → Add Ad Sets
#1

#2

#3
#4

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 Now create a new
Ad Set to split test
in this Existing
Campaign.

Remember, ONE
variable per ad set
you split test so
you can tell which
variable is driving
the best results!

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 Budget Types

➢ Daily Budgets: The average amount you're

willing to spend on a campaign every day.
➢ Lifetime Budgets: The amount you're willing
to spend over the entire duration of your
campaign.

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 Daily Budget
DAILY budgets have two schedule options you will select from on the AD SET level:
1. Run my ad set continuously starting today
2. Set a start and end date.
Unless I am running a promo or am helping a forgetful person build ads… I select the run
continuously option.
Why? Because I am constantly A/B split testing ad sets and ads, so I either toggle of losers or scale
up the budget for winners! Split test EVERYTHING to force Facebook ad spend for each variable.
EXAMPLE: I will split test an ad targeting 3 different countries via 3 different ad sets (one country
per ad set), all under one campaign!

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 Lifetime Budget

➢ Lifetime Budgets require you to set

the “lifetime” date range under the
“Budget & Schedule” section of the
Ad Set.

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 Lifetime Budget → Ad Scheduling

Ad Scheduling only works with Lifetime Budgets.

➢ Ad scheduling is great if you know your target

markets active time on Facebook or if you only
want to target people when you are open.
➢ To find your users most engaged times analyze
your Facebook Page Insights, eCommerce
purchase times/dates, etc.
➢ Your ads will be served in your audience's time
zone. For example, if you select 8am - 10am, your
ad will be served to people from 8am to 10am in
THEIR local time.

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 Optimization for Ad Delivery

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 Optimization for Ad Delivery

In the “Optimization for Ad Delivery” section you will choose how you want Facebook to deliver
ads to people based on what you're trying to achieve. Your selection affects who sees your ads.
Each ad objective has varying ad delivery options, but the default selection for each is what
Facebook has optimized that ad objective type for.

These optimization methods are typically CPM or cost per impressions (which is cost per 1000
views of your ad), or CPC, which is cost per link click or via CPA, with is cost per action such as app
installs. I use the default setting for Ad Delivery typically as Facebook has more data than me, so
you may know the saying, if it ain’t broke, don’t fix it! But this is a worthy split test variable once
you are to the fine tuning stage of split testing and just optimizing for the lowest price per action
you are seeking.

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 Facebook Ad Auction

The first thing you need to understand to master bidding on Facebook Ads is that your ads are all
part of an “auction”.

When you’re creating a new Facebook ad campaign, you are joining a GIANT, worldwide auction
and bidding to show your ads to your specified targeting group!

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 Facebook Ads Bidding

Facebook ad bidding strategy is often debated online! Should I use auto-bidding or bid myself?
Sadly… there is no right or wrong answer! But my philosophy is THREE things:
1. Facebook has pumped billions of dollars and ads through their platform… their algorithms
and automatic bidding (the default) system is very optimized, but worth double checking.
2. If you have a limited budget, limit your bid cap price! But know, this will limit your
impressions (times your ad is shown).
3. If an ad proves it has a high conversion and ROI (return on investment), manually set the bid
cap the highest you can to assure your ad appears in front of your desired audience!

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 Campaign Bid Strategy

The default Campaign Bid Strategy is Lowest Cost, which is

Facebook’s automatic bidding option I use 80% of the time.

You can manually adjust your bid by changing the Campaign

Bid Strategy to: Lowest cost with bid cap

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 For max exposure, set this bid
cap as high as you are
comfortable with (and still
profitable with).

For limited budgets, lower this

bid cap, but note your reach will
not be as good as leaving this on
the default “Lowest Cost”
option.

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 You can control spending at the
ad set level by using ad set
spend limits.

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 Facebook Delivery

Delivery on Facebook means they have shown your ad to someone in your target audience.
Facebook delivers your ad to the people most likely to get you the result your campaign is
optimized for AND at the cheapest cost possible.

Two delivery types you can choose for your ad set include:

➢ Standard
➢ Accelerated

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 Standard vs. Accelerated Example

EXAMPLE: Each line represents an ad set with a

$15 budget. The X axis is time and Y axis is percent
of budget spent.

➢ So look at the top gray line. This is an

example of spending your budget on an
Accelerated delivery schedule.
➢ The middle blue line is an example of
spending your budget optimally each day via
Standard delivery.
➢ Then the bottom red line is an example of
spending your budget too conservatively
and underbidding/not using your entire
budget, therefore not delivering your ad to
many people in your target market.

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 Delivery Type → Accelerated

➢ Select the Campaign Bid Strategy “Lowest

cost with bid cap” in order to be able to
select Accelerated as your Delivery Type.

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 Delivery Type → Standard

➢ The default Campaign Bid Strategy “Lowest cost”

only allows Standard as your Delivery Type.

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 Campaign Objective → Ad Set → Budget & Schedule

So sticking with the Campaign Budget Optimization

default settings after selecting our Campaign Objective,
let’s take a look at the unique varying options at the Ad
Set level under the “Budget & Schedule” section for each
type of Campaign Objective!

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 Brand Awareness → Ad Set → Budget & Schedule

The Brand Awareness

campaign objective is by
default optimized for
impressions.

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 Reach → Ad Set → Budget & Schedule

You will be required to set the

Frequency Cap (the minimum
number of days that should
pass before someone sees your
ad again) for the Reach
campaign objective.

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 Video Views → Ad Set → Budget & Schedule

ThruPlay is an optimization and

billing option for the Video
Views campaign objective.
ThruPlay allows advertisers to
optimize and choose to pay
only for ads that are played to
completion, or for at least 15
seconds. I see the best ROI on
my clients ad spend selecting
this option!

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 Conversions → Ad Set → Budget & Schedule

For the Conversions campaign

objective, you will be required
to select your “Conversion
window”. I like to split test this
ad set for my clients to see
what converts better.
EX: “7 days click” vs. “7 days
click or 1 day view”

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