Question

If I’m not using CBO, does it matter if I use one ad per campaign vs multiple ads/adsets per campaign? What’s the advantage? I usually do one campaign for each ad (10 campaigns if 10 ads)

Answer 1

No to start off dont use cbo unless your scaling

Comments

@mannuela no not asking about CBO, about one ad campaigns vs multiple ads per campaign

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@russi You mean creatives ?  

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@mannuela yes, adsets and creatives

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@mannuela can you explain why not to use cbo unless you’re scaling?  

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@misfeasance86 why wouldn't you allocate certain budget into more adsets to see what's working then pack them into a cbo

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@mannuela I usually do for example 5 campaigns with 50$/day each Instead of doing 1 campaign with 5 adsets of 50$ each I am wondering if this makes any difference. I do not use CBO in any type.  

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@russi do you have data are you using lookalikes if not dont worry about cbo

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@mannuela so multiple adsets, find what’s working, then cbo with the winners (assuming you have more than 1)? I was under the impression that cbo finds the winners for you and starts allocating more $ to that one anyway

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@mannuela I am not worried about CBO ‍♂️ my question isn’t CBO related. I was just explaining in post that my question is irrelevant of CBO

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@misfeasance86 exactly

Answer 2

I’d use dynamic creative if you want to stick with 1. I would also dive into CBO. Doesn’t matter if you’re scaling or not. Plus it’s going to be mandatory. When using 1 ad (without dynamic creative) you are most likely spreading yourself too thin. Give the algo a bit more room to work with. Another thing to think about is different format ads have different placement in the ad auction. If you have a video and a static image in separate ads, FB could find a cheaper placement with one or the other. But yea, personally i wouldn’t do 1 ad unless I was using dynamic creative. But if I’m using set ads, we usually do 3-5 variations per ad set.  

Comments

@commonwealth you place the budget at adset level, and make multiple ads/creatives per adset? Facebook chooses where to spend adset budget? It’s kind of like CBO but at adset level?  

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@russi I honestly only use CBO pretty much, so no ad set budgets for me. You can set maximum and minimum spend limits with CBO which we do when needed. We have a campaign with typically 4-5 ad sets. But have been seeing decent results with even 1 ad set. And this is all with CBO. Also a massive fan of dynamic creative. But if we aren’t using it. We usually have 3-5 variations that can consist of a static image and video with 2 types of copy for example.  

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@commonwealth I don’t use CBO so was wondering what is the use of making multiple adsets and ads if I am setting each budget for each ad. It makes sense with CBO, but no so much yet to me without it. Unless Facebook optimizes budget on adset level as well. Will look more into it.  

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@kelcy I think you are talking about CBO

Answer 3

1. One CBO campaign per ad set would work exactly same as ad set level budget. 2. If multiple ad sets, then yes due to CBO, more budget would be allocated to better performing or significantly higer audience size. No using CBO Regardless of using one camper per ad set or multiple, both would be same as you will set budget at ad set level, now 10 ad set with budget under same campaign are same as 10 different campaign with each ad set.  

Comments

So why do people use many adsets and many ads within adsets if it is the same exact thing? For convenience and speed only? Some people say to put video and image in same adset for better optimization. But Facebook doesn't optimize anything when not using cbo, you manually add budget and ads are separate

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Ads: you can't set budget at ads level so adding multiple is automatic optimization thats why people add multiple images. Ad set level: yes that's where you have to manually allocate budget when not us9ng CBO. Using CBO you also automate ad set level budgeting, so basically allow facebook to make the decision for you.  

Answer 4

CBO is budget optimization which is set at campaign level and have effect on ad sets budget allocation, the best performing will be rewarded with whole budget as the purpose is to get results (as per objective).