Advantage Campaign Budget

One of the options within campaign creation is to turn on Advantage Campaign Budget.

In this lesson, you’ll learn what Advantage Campaign Budget is and whether it’s worth using.

What Is It?

The typical budget is defined within the ad set. But you can change that with the help of Advantage Campaign Budget.

The only time Advantage Campaign Budget makes any sense is if you have multiple ad sets within a campaign. When you do and this feature is turned on, your campaign budget will be distributed optimally across the ad set within it.

Here’s an example…

Let’s assume that you have two ad sets. You could assign a daily ad set budget of $20 for each. If you instead use Advantage Campaign Budget, you could set a $40 daily budget that is distributed across those ad sets. It may spend $30 on one and $10 on the other. Or it could be $25 and $15. Or maybe it will come out about even. This can change on a day-to-day basis.

This may be preferred because it could theoretically improve your results. If you force the algorithm to spend $20 on Ad Set A and $20 on Ad Set B, that may mean spending more than you need to on an underperforming ad set and not spending enough on a high performer. Using Advantage Campaign Budget could make you more efficient.

Once this feature is on, you can technically set an ad set minimum, though I wouldn’t recommend it. If you want to use Advantage Campaign Budget, there’s no reason to restrict it.

Should You Use It?

The answer to whether or not you should use Advantage Campaign Budget isn’t as obvious as it may seem. It’s not that it’s a bad feature. The problem is that how advertising works has changed significantly.

Advantage Campaign Budget was introduced in 2020. If you’re new to advertising, understand that this was before the most significant changes to targeting — audience expansion, Advantage+ Audience, and more. It was standard practice to create multiple ad sets for targeting segmentation purposes.

But, that’s less the case now. It’s not that no advertisers create multiple ad sets, but the question is whether this is necessary or beneficial. Since your audience is expanded in most cases, the entire point of multiple ad sets to segment your audiences is put into question. And the expansion is likely to lead to overlapping audiences, which is bound to hurt performance.

Now, there are occasional exceptions and you may need to create multiple ad sets in some cases. When you do, consider using Advantage Campaign Budget — especially if the audiences are similar sizes between ad sets.

Keep It Simple

Since this is a beginner course, I want to remind you to keep it simple. I’m not saying to never create multiple ad sets, but ask yourself whether it’s necessary. If given the choice, I’d say to avoid situations where needing to consider this feature is even an option — especially for the most standard advertising strategies.

Training Materials

This course is meant to be introductory, and Advantage Campaign Budget is a more advanced topic. But if this is a topic that you’d like to learn more about, make sure to check out the additional links in the Training Materials tab.