Determining the budget for your Budgeting for Facebook Advertising is an important step in ensuring that you get the best possible return on your investment. There are a few best practices that can help you determine the perfect Facebook ad spend.

First, you need to decide whether you want to give the Facebook algorithm complete control over how your ad dollars are spent. A lifetime or campaign budget lets Facebook use their bid optimization settings to retrieve the lowest cost results for your ads. A daily budget, on the other hand, limits Facebook’s bidding and allows you to set bounds for how much of your budget should be used for specific ad sets.

Budgeting for Facebook Advertising

Lifetime and campaign budgets work well if you know that you’ll be using the same ads for a long period of time, like a seasonal or promotional campaign. You’ll set a start and end date with the campaign, along with the total amount of money you are willing to spend. Facebook will spend your funds as efficiently as possible for that specified timeframe.

A daily budget is useful if you’re running conversion campaigns and have large differences in audience sizes between your ad sets. This type of budget will allow you to set the same average daily amount for each ad set, and Facebook will optimize delivery within that ad set in real-time based on the available opportunities. However, a daily budget can be a little unpredictable when it comes to the actual spend because Facebook may be able to deliver more ads than the average per day.