Whenever you launch a new campaign on Facebook, you have to choose where to set the budget: the campaign (CBO) or ad set level (ABO). There are pros and cons to each: here, we’ll break it down and give you some insights for the next time you have to choose.
We recommend ad set level budgets for testing out new ad sets or audiences. We test a lot of 1% lookalikes and different kinds of interest targeting in an ABO campaign, and then relaunch the winning lookalike audiences with a higher lookalike percentage into a CBO.
The key to successful accounts is a healthy level of diversification: in audience types, creatives, and budget strategies.
The bottom line: we love the agility of ABOs to test new audiences and the longevity and lower maintenance of CBOs for scaling winning audiences.