Let’s dive into a crucial aspect of Facebook advertising – setting the right budget for your ad campaigns. One of the most common pitfalls we observe is advertisers spreading their budgets too thin across numerous ad sets and campaigns. In this video, we’ll discuss the mistakes to avoid and guide you on how to set up your budget correctly, ensuring maximum success in your Facebook advertising.
The Pitfall: Spreading Your Budget Too Thin
Before we delve into the solution, let’s understand the common mistake many advertisers make – spreading their budget too thin. Allocating an insufficient budget across multiple ad sets and campaigns can hinder the performance of your Facebook ads. To avoid this, we’ll provide you with a specific budget formula that ensures each ad set gets the attention it deserves.
The Budget Formula: Ensuring Adequate Daily Budget Per Ad Set
The key to success lies in a specific budget formula: CPA (Cost Per Acquisition) times 50, divided by 7, equals your daily budget per ad set. Let’s break it down:
- CPA: Your Cost Per Acquisition, representing the cost of acquiring a customer.
- 50: The number of conversion events Facebook recommends for optimal ad performance.
- 7: Since Facebook suggests achieving 50 conversion events within a week, we divide by 7 to get the daily budget.
This formula is designed to set a daily budget per ad set, not for the entire campaign. It ensures each ad set receives the necessary budget to thrive.
Bid Strategies: Optimising Your Daily Budget
Understanding different bid strategies is crucial for effective budget management. We’ll focus on the cost cap bid strategy, which is our best practice at Common Thread Collective. Cost caps allow you to set a specific Target CPA for your campaign. Here’s how to optimize it:
- Inflate Your Target CPA Initially: Begin by setting your target CPA slightly higher, around 15-20% above your desired CPA. For instance, if your target CPA is $55, start with around $66.
- Adjusting Cost Caps: After 4-7 days, evaluate the performance. If your cost caps are consistently hitting the target, you can adjust them toward your desired CPA.
- Setting a Higher Daily Budget: To account for variable demand on different days, set a slightly higher daily budget than needed. Cost caps spend only when there is demand at your desired CPA, providing flexibility.
Exception: Highest Volume Bid Strategy
While cost caps are generally recommended, there are exceptions. The highest volume bid strategy can be useful during sale periods or when running vetted creative with proven historical performance.
Conclusion: Scaling With Efficiency & Profitability In Mind
In conclusion, mastering Facebook ad budgets involves a thoughtful approach. By following the specified budget formula, utilizing cost caps, and knowing when to use the highest volume bid strategy, you can ensure your ads receive the learnings they need for success. This strategic approach allows for creative testing, informed decision-making, and scalable growth while protecting your profitability.
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