The Facebook Ads platform has a lot of bells and whistles that can turn even the seasoned advertiser upside down from time to time. One aspect of Facebook that should be simple and easy to cover is the budget. Give a dollar amount and go, right? Not so fast. There are two types of budget for Facebook, daily and lifetime. Both options have pros and cons, and it’s not always clear which one to choose. So let’s take a look at each of them to help you make the right decision for your accounts.

Also if Your Ad Set Is Performing Well and You’re Getting the

Want at the price you want, then it’s a good thing Facebook is working hard to get you as much volume as possible in your budget limits. Next, Facebook’s daily budgets are the easiest to set up for a campaign you want to perpetuate. If you plan to run a campaign in perpetuity, or until performance and end date dictate  rather than plan, then daily  New Zealand Phone Number List budgets are a good choice. Also, if your budget fluctuates from day to day, daily budgets are a great option. Lifetime budgets, as we will see, are best when a budget is set and then left in place until the end date is reached. If you expect regular changes to your budget, daily budgets are probably the best bet.

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Tip for Changing Daily Budgets Keep Budget Adjustments


Original level for each day. Any change larger than this will negatively impact Facebook’s algorithm and performance can be very shocking.If you need to double or halve your spending, ideally you would make changes every day in 20% increments until you reach the level you need. (I realize this isn’t always doable, but if so, this is the right way to go if you can.)

There’s a Problem With Daily Budgets Facebook Won’t Just

budget limit, it will actively try to spend the entire daily budget you’ve given each day,In the image above, the ad set’s budget is $32, and it’s exactly the average spend over the last 30 days.Since Facebook targeting works more like Display than Search, you’re striving to get impressions in front of a target audience rather than responding to their fluctuating demand. With daily budgets, Facebook will show as many impressions as needed to that target audience to offset your daily spend.

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