One of the biggest mistakes I see marketers making is not structuring their Facebook and Instagram Ad Campaigns properly when testing.

There are two types of campaign structures: Campaign Budget Optimization (sometimes referred to as CBO) or Ad Set Budget Optimization (ABO).

Campaign Budget Optimization sets the daily or lifetime budget at the Campaign (top) level and then Facebook allocates the budget according to the way Facebook perceives the audiences are performing (which isn't always correct).

Ad Set Budget Optimization means that the budget is set at the Ad Set level and that budget will be dedicated to that particular audience.

When you are in the testing phase, you should choose Ad Set Budget Optimization to give each audience the ability to have a meaningful test.

Get more information about testing and scaling your ads in this blog post: [ Ссылка ]

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