The fact of the matter is that not all ad sets are created equally. In a perfect world, we could choose five audiences, give them all the same budget, sit back and reap the rewards.
Obviously that is not the case when it comes to budget allocation, but the good news is, things are getting easier (and automated). Facebook’s release of Campaign Budget Optimization has made it easier than ever to manage budgets and ensure optimal results.
The old way of running Facebook ads was to set your budget at the ad set level, which can make things a bit tricky when trying to track and optimize account spend. Now, the new and improved way to set up your Facebook ads is to set the budget at the campaign level using CBO. Then, let Facebook find the best active opportunity for results and automatically distribute spend to top performing ad sets in real-time.