For Tip #5/10, I wrote about using the Appropriate Ad Budget.....Not too much money, not too little money...JUST the right amount (the 'Goldilocks' approach...LOL). Well, Tip #6 deals w/ how the Facebook Algorithm spends that budget
.......i.e at the 'Campaign Level' or at the 'Ad Set Level'.
Um, at this point, you may be a bit confused w/ these 2 terms.....so, here's a quick image to show you what I'm talking about
Campaign Level = Objective -> Facebook has 11 different types of Ad Products (ex. Engagement; Conversions; Video Views; Leads, Messages....etc) to help you achieve your goals...you will want to use the one that best supports your business goals
Ad Set Level = Targeting
-> Choose your ideal audience using factors like geography, age, gender, language & interests
Ad Level = Creative -> The right message/words & eye-catching visuals (videos, single images, multiple images, etc) can help your ad stand out...so that people are more likely to notice it & take the action that you want them to take
Tip #6 Use the Campaign Budget Optimization (CBO) Option for Spending
Campaign Budget Optimization (CBO) is a Facebook advertising feature that should not be ignored. This might sound fairly trivial but it isn't.
With CBO you set your budget at the campaign level (as opposed to the ad set level)...Setting at the Ad Set Level IS possible, however, I prefer to have Facebook's strong algorithm determine which Ad Set (need 2+) has better performance/optimization, which happens at w/ CBO.
Setting your budget at the campaign level means that Facebook will optimize your budget across different ad sets.
This will result in more of your budget being spent on the target audiences that deliver the best results.
Automatically spending more of your budget on high-performing elements of your Facebook ad campaigns is a no-brainer....leading to lower costs/result
The CBO budget continuously distributes in real-time to ad sets with the best opportunities, throughout the course of your campaign....So, Instead of setting individual ad set budgets, you set one overarching campaign budget. By using the CBO option, there is the flexibility to spend more on ad sets with the best opportunities, and less on underperforming ad sets.
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Louie Bischoff - Owner
Louie lives in the Phoenix, AZ area. She has had the opportunity for work directly with Facebook/Instagram in their SMB Advertising Area - where she learned many tips & tricks to make the 'algorithm your friend' for ads!! She has had her own marketing business with small business clients located throughout the world on-and-off since 2006, with an emphasis on Social Media Marketing and Marketing Strategy, Louie has her MBA in International Marketing from Thunderbird School of Global Management. Prior to focusing on Digital Advertising she built a career in the consumer product industry as a Product Manager. Louie was an award-winning adjunct faculty member at Thunderbird Graduate School where she has taught Business Communication/ Business Writing classes. She also lived overseas in Taipei, Taiwan for six years while teaching business communications with international companies. In addition to her MBA in International Management, she has her BA in Broadcast Journalism/English (minor) from the University of Arizona. Louie has two teen-age sons.