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Creating a Facebook Campaign - Bidding, Budget and other final settings
Creating a Facebook Campaign - Bidding, Budget and other final settings

Putting the final touches on your campaign and making sure you budget it correctly!

Orel Gilad avatar
Written by Orel Gilad
Updated over a week ago

The very last step in the process of creating your first campaign is to fine tune it. 

Main Settings

Start by naming your campaign, and assign it to a Campaign Group. Campaign Groups will help you in the future to better analyze how your ads are doing - you can gather campaigns that have similar objectives for instance.

Next, you will have to set your Campaign KPI. This is a Paragone only feature; this will help you keep in mind what you are trying to achieve with your campaign. It will simply display an indicator, from green to orange, that will tell you whether or not you're achieving results that fit the target you had set for yourself.

We'll give you a lot of options when it comes to choosing your Campaign KPI, so select yours according to your campaign! 

You can decide to set your campaign to OFF, if you want to prepare something in advance, or create them for someone else for instance. If you're testing, don't forget to turn off your campaign so that you don't spend money you were not planning on!

Next, it's time to set a budget for your campaign and just below you can decide if you want or not that your budget is optimized according to the performance. More details about this option can be found here.

You can choose to have a Daily budget, or a Lifetime one, which would mean that it's the total budget for the campaign. 

You can also set a budget cap, which will limit your spending - this cap will never be spent over. It's most useful when you choose a Daily budget, to make sure your campaign does not spend overboard. 

Another advanced setting you can choose is to split your budget between each ad set depending on the size of it - it's called the "Population" split: 

Finally, you will need to decide on a start date: you can choose to start your campaign immediately or schedule it for later. Then you can decide to keep it running indefinitely or choose an end date.

Bidding & advanced settings

You will first need to select what your campaign will be optimized on. This is one of the most important things to do when creating your campaign. 

We give you a few options: 

  • Link Clicks - Facebook's algorithm will automatically select who to display the ad for in order to maximize the chances of a click happening. 

  • Impression - Facebook's Algorithm will try to show your ad to as many people as possible.

  • Page engagement - Facebook's algorithm will try and get as many people to interact with your page, be it from Comments, Reactions or Shares. 

  • Post engagement - Facebook's algorithm will try and get as many people to interact with your post, be it from Comments, Reactions or Shares. 

  • Reach - Facebook's Algorithm will try and reach as many people as possible, but only once per day

  • Landing page views - Facebook's algorithm will target people that are the most likely to click on your ad and arrive on the landing page. You will need to have a Pixel set up on your landing page to track the views.

All of those will change depending on the objective of your campaign. 

Then, you will have to decide on your bid strategy: 

  • Lowest Cost: Facebook will aim for the Lowest cost for your bids, but it doesn't have any cap. 

  • If you add one, you'll be using the Lowest Cost with Bid Cap option. 

  • The Target Cost option is going to be aiming for an average bid on your target. It's only available for the Conversion, Mobile App Install, Catalog Sales and Lead Generation objectives. 

Next, comes the way you will be charged: You can choose between being charged by the impression (CPM), by the link click (CPC), or by the view (if you chose an objective related to video views). 

Finally, you'll need to decide on your pacing - this will impact how quickly your budget is spent. 

The standard pacing will tend to spend in a more balanced way during the day, whereas the accelerated one will spend as much as possible, as quickly as possible (always in the boundaries of the budget, of course).

You can also decide to schedule your campaign for specific days and hours: 

You should now be all set to start your first campaign! 

You'll get access to a Summary after finishing up on your settings, giving you an overview of your campaign, and the option to either go back and change some things, or create your campaign:

You can also edit from here the Name of the Ad Set and the budget you want assigned to it!

Good luck!

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