Facebook Ads Budget

Bidding for clicks and setting up a budget for an ad campaign is essential for the success of your ads.

Bidding for clicks in Facebook

On Facebook we will be bidding for the clicks for our ads, before we can bid, we need to plan and set up a budget for the campaign, we have to decide how we are going to spend our money. We have a choice between using a daily or lifetime budget, with a daily budget, we set a specific amount each day that we will be spending, a lifetime budget sets a specific amount of money over the life of a campaign, in both cases, Facebook will be running 25% over set budget each day. Just like Google we will be bidding either manually or automatically for each click i.e. Pay Per Click or CPC.

• For further information: ad campaign bidding

Ad Scheduling

As with Google Ads, we will be setting up a run time schedule for the campaign, or what time of the day and what days of the week the ads will run. Another thing to keep in mind is Facebook allows us to choose how fast and how much we want to pay for ad delivery.

Campaign Structure

The Facebook ad campaign has the following structure. The Facebook campaign, Facebook ad set, and Facebook Ads, when we navigate through the ad campaign information in the Ad Manager, the ads and ad campaigns will be organized into the following structure.

• Facebook Campaign: Each campaign corresponds to the ad objective, the campaign contains all of the ad sets below.
• Facebook Ad Set: All of the ads that are created, are responsible for grouping the ads. We can set up a budget and schedule for each set.
• Facebook Ad: Each can feature many ads, an ad can be a carousel ad, image ad, or video ad.

Ideally, we should not notice that there is a campaign structure, when we set up an ad and fill out the forms, we will provide the information that is needed to create ads and campaigns as we go along

Campaign Budget

Like Google, we have to set up a budget for how much we will be spending for our ads, we have options for setting up a budget for either by the day or over the entire life of the campaign.

• Daily Budget: In this case, we will be spending a set amount each day, like Google. Facebook will spend 25% more than your daily budget, so be aware of this when you set up your budget.
• Lifetime Budget: Since we are spending a set amount of money across the life of the campaign. A set amount of money is spent across all of the dates in the campaign.

Facebook Ad Bidding

We are competing against other advertisers for ad space, so Facebook ad bidding works like an auction. The winner is chosen based on a combination of the best bids, relevance score, and estimated action rates. We can choose from either manual or automated bidding for each campaign we set up. Manual bidding means we will be setting up a bid amount for each ad. Automated bidding, Facebook will decide what amount we bid on.