With Facebook’s new budget optimization structure, you can only set minimum budgets at the ad set level. This means that some dealerships in the campaign may receive more budget. While this is generally positive, setting budgets for each location can pose problems.
To control budgets at the dealer level, you’ll need to set up separate campaigns for each of your store locations. While this has some drawbacks, it means you can add multiple ad sets per location and let Facebook optimize the targeting. The following diagram illustrates what the new campaign setup might look like.
The will require you to set a central campaign budget. Facebook will then automatically distribute your budget among the best-performing ad sets in real time. Automatic, optimized budget distribution can make your life easier, but you need to make sure your campaign structure reflects the new model.
With Driftrock’s local campaign
management technology, you can currently create local campaigns with fixed budgets at both the campaign and ad set levels. After September, this will no longer be possible. However, if you use Driftrock, it’s still just as fast to create all your local campaigns with campaign-level budgets.
We’re working on new solutions to get the most dentist data out of budget optimization without increasing your reporting and optimization workload. Stay up to date with our newsletter.
How to set up campaign budget optimization
For now, Facebook offers campaign-level budget we discuss the implications optimization as an optional feature. This will become the only budget optimization option in September 2019. Campaign optimization is available for all objectives and works best in campaigns with multiple ad sets.
If you haven’t explored
this option yet, now might be a good time to familiarize yourself with the process and run some test campaigns.
Here’s how to get started with campaign contact lists budget optimization:
The budget optimization option will appear in your campaign objective settings window and will look like this.