This won’t allow Facebook to learn and optimize to the best performing audience and it would be the same as if you were using ad set level budgets. Instead, dictate only about 50% of your budget across your ad sets and let Facebook do the rest of the work. With that out of the way, now let’s dig into the pros and cons of Daily vs. Lifetime budgets on Facebook. Daily Budgets Daily budgets are the easiest to set up, but also have some intricacies that all advertisers should be aware of. With daily budgets, Facebook will spend up to the amount of budget per ad set you give it per day.
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Seems pretty simple, and it is. The Drawback: Facebook will not only spend up to that daily budget limit, it will actively try to spend the full daily budget you’ve given every single day, no matter what performance is on that given day. In the image above, the ad set budget is $32 and it’s spot on where the average spend is for the past 30 days. Facebook targeting operates more like Display than Search, so it’s working to get impressions in front of a target Lebanon Phone Number List audience rather than responding to their fluctuant demand. With daily budgets, Facebook will show as many impressions as it nees to that target audience to make up your daily spend.
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That might sound ominous, but this isn’t necessarily a bad thing. More on that in a minute. The second drawback for daily budgets is that there is no option to schdule your ads for specific times of the day or days of the week. With daily budgets, your ads will run 24/7 (unless you have an external tool to assist). If your business model, offerings, or calls to action dictate that your ads only run during certain portions of the day or days of the week, then daily budgets likely aren’t the right fit for you.