A few notes from our call with Facebook rep on BID CAP

Shared by suhu Menhefari, source twitter Ryan Skelly

🔴 Time duration for bid cap = unknown really, but it does take some time to dial in the bid

🔴 Placing bid cap at start VS giving ad set a couple days to warm up (might underdeliver in the beginning with bid cap in place)

🔴 The alternative is to allow bids to start rolling in then apply bid cap after a couple days of warming up

🔴 SCALING: Duplicate the campaign is one option if you’re hitting a wall of under-delivery. Pausing the old one, running a new one. 1-1 not adjusting anything.

🔴 CBO: Duplicate the entire campaign, pause old one. Not injecting ad sets for now

🔴 BEFORE SCALING: how bid VS budget-constrained are we before we try to scale

🔴 CBO vs ABO — we should test both but CBO “should help” as it can mitigate underperforming ad sets.

🔴 CBO with bid caps is probably the easier method to start with as it allows FB to attempt to find better options for pacing / maximizing delivery

🔴 BUDGET — only an issue if it’s spending your entire campaign, thus you're constrained.