Facebook Ads Daily vs. Lifetime Budgets: Pros & Cons
The Facebook Ads platform has many bells and whistles that can get even the seasoned advertiser turned around from time to time.
One aspect of Facebook that should be simple and easy to cover is budget. Give a dollar amount and go, right?
Not so fast.
There are two types of budget for Facebook, daily and lifetime. Both options have benefits and drawbacks, and it’s not always clear which you should choose. So let’s go through each to help you make the right decision for your accounts.
Daily budgets are the easiest to set up, but also have some intricacies that all advertisers should be aware of.
With daily budgets, Facebook will spend only up to the amount of budget per ad set you give it per day. Seems pretty simple, and it is.
This pattern of spending your entire budget daily allows for much easier pacing of spend. Each day you can count on the fact that the same amount will be spent, making it much easier to control your budgets and plan ahead financially.
Additionally, if performance in your ad set is strong and you’re seeing the results you want at the cost you want, then it’s a good thing that Facebook is working hard to gain you as much volume as possible within your budget.
Next, Facebook daily budgets are the easiest set up for a campaign you want to be evergreen. If you plan on running a campaign in perpetuity, or until performance dictates and end date rather than scheduling, then daily budgets are a good fit.
Additionally, if your budget is going to fluctuate from day to day, daily budgets are a great option. Lifetime budgets, as we’ll discuss, are best when a budget is set and then left in place until the end date is reached. If you’re anticipating regular changes to your budget, daily budgets are likely the better choice.
A tip for changing daily budgets: Keep budget adjustments within 20% of their original level for each day. Any change larger than this will have a negative impact on the Facebook algorithm and performance can be very jarring.
If you need to double your spend or cut it in half, ideally, you would make changes every day in 20% increments until you reached the level you needed. (I realize this isn’t always doable, but if it is, this is the right way to go if you can.)
There’s a catch with daily budgets: Facebook will not only spend up to that daily budget limit, it will actively try to spend the full daily budget you’ve given every single day, no matter what performance is on the account.
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