Set a $1M daily budget on Meta, but cap total spend and bids to control it

Alper Taner… just a fact. My approach is, "Okay, what do you do for it? Have you decreased the bids and the budgets? How did you try to overcome this 'problem'?" And then they're like, "Oh, it's just the algo decides on that." I'm like, "Yeah, but you can guide the algo. If you put a lower budget, if you have some automation in place, then I'll go be like, okay, they don't want me to spend more and so on." And there are multiple ways to control it in a way.

Alper TanerYou cannot control it 100%, of course, but we can guide the algorithms in that way. Another example is the capped inflated budget strategy where we have a million dollars a day budget at the campaign level, which is not a good advice unless you put a campaign spend limits in place. So, as long as you have the guardrails in, you won't be spending one million a day, of course. You will only spend up to your total campaign cap. And we tested this to bypass the pacing function, although we were still using the bid caps and the cost caps. And this was earlier this year when we tested it and it was also recommended by Meta. And basically, it did work quite well because we were able to capture a lot more higher quality traffic. We did not spend a million dollar a day. The spend varied across the days, but we were still able to get a stable performance with such a crazy budget that the algorithm is not pacing the day anymore because it's very large.

Alper TanerBecause the way the daily budget works, it divides the budget to 24 hours in a way that, of course, it never does it equally in a way. You always have these fluctuations, the evening times that peaks up and so on. But by putting a million a day, again, always with the budget caps and spending limits at every level.

Alper Taner… way you control it. So, you have the bid as a control mechanism and then you have the safety mechanism by setting up a max limit. And then you want to spend another 50K, you're happy with the first 50K, then you increase your campaign limit to 100K. Then you give that room again and then now, you want to spend more, so you increase it. So, basically, you are still in control, you're just bypassing the auction dynamics in this way as an example.

Alper TanerAnd we tried this for multiple accounts and we had some great results. It didn't work for also some. They didn't get delivery or when they get delivery, it was too quick, too much, and then they had to start at a 10K and 20K and so on per day and so on. I don't know what happened later. I know the cases that it worked and then the cases that didn't work, I didn't follow up on the latest status because I'm also busy with my full-time job. But yeah, there are many this kind of things you can test. And this is, of course, one extreme. You should not test stuff only for sake of extreme testing, but there are simple stuff as the value-based rules. You can test those bid modifiers that exist forever, but now, it used to be available only through FMPs. Now, it's available within the UI.

Alper TanerIf you have performance difference above 20%, 30% among the, let's say the placements or demographics and such, it is worth testing it. And yeah, so there are a lot of tests to do across all channels. So, when you want to look for room for growth, you should look at both vertically and horizontally. So, horizontally will be like at the channel level, okay, are we really maxing out at every channel? Do I have the response curves of all the …