Ad Set Budget Sharing – Jon Loomer Digital

Meta is rolling out a new feature that could impact how your budget is distributed. Here’s what you need to know about Ad Set Budget Sharing…

What Is It?

When you create a new Advantage+ campaign, campaign budget is selected by default.

You’ll need to switch to ad set budget to make use of this feature. The objective doesn’t matter, but you’ll need at least two ad sets in the campaign.

If you have this, you’ll see a checkbox to share some of your budget with other ad sets.

It reads:

We’ll share up to 20% of your ad set budget with other ad sets within this campaign when it’s likely to improve performance.

How It Works

If you use Advantage+ Campaign Budget, Meta will distribute your budget optimally between ad sets to get you the most results. You may end up spending 99% of your budget on one ad set in that case. This is slightly different.

Let’s assume you have two ad sets within a campaign, both that have a $100 daily budget. If Meta believes you have opportunities to get better results by spending more money in Ad Set A, $20 of your daily budget from Ad Set B can be shared with it.

Should You Use It?

Consider this some middle ground between Advantage+ Campaign Budget and ad set budgets. You retain some control over the ad set budgets, but you give Meta some additional power.

Frankly, it’s not clear how different ad set budget sharing would be from using Advantage+ Campaign Budget with some strategic ad set minimums and maximums. Regardless, giving the algorithm flexibility to get you more results tends to be a good idea.

Do you have it?