#+title: Section 03 - Lessons 18 | Ads, Budgets, bidding & schedules
#+HTML_HEAD: <link rel="stylesheet" type="text/css" href="../../../_share/media/css/facebook.css" />

* Links
- [[../../toc.org][TOC - Facebook Marketing Notes]]
- [[https://www.udemy.com/course/facebook-ads-facebook-marketing-mastery-guide/learn/lecture/21267560#overview][S03:L18 - video]]
- [[../../../_share/data/envy/facebook/section03/14-guide_to_create_facebook_ads-v7.pdf][pdf to chapter]]

* Notes
 - advantage campaign budget optimizes budget distribution across ad sets
   - the best performing ad gets the most
- target one variable per ad set

** daily budget
- run continuously
- start and end date
  - ad scheduling only works with lifetime budgets

** split test
- if multiple countries, create multiple ad sets

** performance goal
- found in ad set level under 'conversion'
- choose how you want facebook to deliver ads to people based on what you want to achieve
- Performance goal default settings tend to get best results

*** optimization methods
- CPM :: cost per impression
- CPC :: cost per click
- CPA :: cost per action (ie app install)

** Facebook ad bidding
- your ad is part of an auction that is worldwide for ads to your targeted group
*** philosophy
1. use the default system - double check
2. limit the bid cap price if you have a limited budget
3. set to highest if an ad has high conversion and ROAS (return on ad spend)

*** campaign bid strategy
**** highest volume
- automatic option
- default

**** cost per result goal
- avg cost per result goal
- specific cost goal

**** bid cap
- max bid on auction

** Facebook Delivery
- standard (default)
- accelerated
  - requires Bid Cap strategy