#paid-media
Thread
In our CBO campaigns, we’ve noticed that one ad set often dominates, taking up 90%+ of the spend. While this might align with Meta’s optimization, Triple Whale analytics show that some other ad sets are actually more profitable, especially now during BFCM when they’re “total impact” ROAS is very good.
We’ve tried using cost caps to address this, but they didn’t perform well.
Has anyone had success with optimizing CBO campaigns by setting minimum daily spend at the ad set level to push spend to “better performing” ad sets?
I’d love to hear your experiences or any advice for managing spend distribution
- Before this, are you profitable on overall business level irrespective of which ad spends or any tool that says something else.
- I've done setting up minimum budget on CBO adsets, it will spend sometimes it will give you results but that adset doesn't scale even after that purchase or spend.
Agree with <@U07H652D8K1> . The other adsets, while having good CPAs on low spend, will probably lose efficiency with more spend.
Thanks @Rajesh Kumar <@U07H652D8K1> @Natalie Bowman
I’ve always noticed that the creatives with the broadest messaging -> targeting problem & product unaware people, tend to get majority of the spend but at the same time at low ROAS (around 1.2-1.5x), while more targeted creatives where we call out specific segment, gets higher ROAS. But at the same time, when we used to run ABO structure, the “lower ad spend -> higher ROAS ads” were never performing the same at scale, so I guess it comes down to blended ROAS / MER and at the end of the day if we hit the MER and revenue goals, it’s all good.
Kind of expected that answer from here but always good to get some reassurance 🙂