How to accurately allocate budget for Facebook advertising?

Meta has updated Advantage+ Shopping campaigns, removing the “Existing Customer Budget Cap” feature and introducing a new way to control audience-related budgets using ad groups.

The previous “Budget Cap” feature allowed advertisers to set a maximum budget percentage for existing customer spending. This feature can help you exclude existing audiences, making it easier to expand the audience of your ads. After removing this feature, manual settings are required to target and manage audiences. You can use multiple ad groups to customize budgets for new and existing customers, so as to accurately control advertising costs and advertising activities.
Meta provides two ways to manage budgets. The first is to set no budget for existing customers, and the second is to allocate budgets between new and existing customers.

“The first step is as follows:

1. Open Meta Ads Manager and click “Create Campaign”

Select “Sales” as your campaign objective

If you don’t want to spend any of your budget on existing customers, you’ll need to set up a non-ASC campaign to get this feature. Click on “Manual Sales Campaign” here, then click “Continue”

Add a campaign name, select the appropriate ad category, and click “Next” to continue

Use “Advantage campaign budget” as your budget strategy and set a daily budget or a total budget

Under Audience controls, click the “More” drop-down menu. Exclude users you consider to be existing customers from “Exclude these custom audiences.”

Select the creatives and ads to import

Or manually upload creatives

Click Publish.

“The second method is as follows: 1. Follow the steps in the first method. After turning on the “Advantage Campaign Budget”, go to “Budget and Scheduling” in the first ad group. Then, check “Advertisement Setting Spending Limit” and set the maximum amount for existing customers.

Click on the “Switch to original audience option”, then “Use original audience”, and then add your custom audience.

Sao chép nhóm quảng cáo và chọn “Chiến dịch gốc”. Bạn có thể giữ cùng một quảng cáo cho cả hai nhóm quảng cáo.

In the second ad group: Under Audience controls, click the More drop-down menu. You can select a saved custom audience you’ve previously created in Ads Manager or Audiences, or generate a new custom audience directly in Ads Manager to exclude people you think are existing customers.