It will have to be chosen on the basis of previous investigations, the stage of the funnel you are in and the needs you have as a brand. Over the years the platform has undergone significant changes that also include the goals of the campaigns themselves. Below you can find a snapshot of the current goals (mid 2023). Facebook Meta Ads Sponsored Campaign Objectives Meta Ads “Campaign” Level Once you have chosen the objective and clicked on “Create”, the actual campaign will be generated and a new screen of the Meta Business Manager will open.
We will then assign a name (as representative as possible to immediately recognize what we are doing), we will indicate to Meta if we are part of special categories and we will define whether cayman islands number data to use a daily or overall budget for the entire campaign. In this step we will also define, always with regards to the budget, whether our campaign will have to be ABO (budget optimized for ad group) or CBO (budget optimized for campaign). The difference between these two budget strategies is significant, the first one should be used in the testing phase because it is the advertiser who decides how much to spend and where.
The second leaves everything in Meta's hands and is recommended when we already have some creatives that work. It is also important to understand the difference in choosing between daily and total budgets: Daily budget : the platform will try to spend the entire budget assigned in 24 hours. This does not take into account any variations in potential coverage (i.e. how many users are on social media on a specific day) and therefore there are days in which the budget will be spent better than others.