Still Use Advantage Campaign Budget?

Advantage Campaign Budget (formerly Campaign Budget Optimization) is a feature that automatically manages your Facebook campaign budget across ad sets to achieve the best overall results. Instead of setting individual budgets for each ad set within a campaign, Advantage Campaign Budget allows you to set one campaign budget that is optimally distributed among all ad sets.

With Advantage Campaign Budget, you set a single budget for the entire campaign, and the system automatically distributes this budget across different ad sets. The distribution is done in a way that aims to get you the best possible results, optimizing the spending based on the performance of each ad set.

Using multiple ad sets can lead to audience fragmentation because it creates smaller, more specific groups of people (audiences) that could overlap with each other. When audiences overlap, it can result in Auction Overlap, where the same ad is essentially competing against itself in the auction, potentially driving up costs and reducing efficiency.

You should consider using Advantage Campaign Budget when there are exceptions to the general recommendation of limiting ad sets. For example, if you need to create multiple ad sets based on different countries or product groupings, Advantage Campaign Budget can be useful as it allows the budget to be distributed optimally without forcing a specific spend amount on each ad set.