How to Control Facebook Ad Spend ?

When you set up these campaigns, you need a budget. But for how much? Estimating a Facebook ad budget is important because it should be based on the amount of revenue you want to generate. The next steps are necessary.

• Set a sales goal.
Defining a sales goal for your campaign appears to be an easy step for an established business or marketing professional. However, you will be surprised at how often people skip this step. There is nothing wrong with this approach as long as the part "See how it works" is strategized, followed up and optimized.
• Create a custom conversion path in Ad Manager.
If you have set a sales target, configure Facebook Ads Manager so that the data you need is displayed.
• Create a two-part advertising campaign.
When you calculate the cost per lead, your target audience, ad creative, and funnel strategy can have a big impact on results.
• Monitor your results and adjust your ad campaign.
  After you've shown your ads for a while and collected conversion data, go to the Ad Manager to review your costs. To see the relevant data, you need to configure your columns to show custom conversions.

Facebook's budget optimization tool uses an algorithm to automatically optimize your budget distribution across ad sets so you can save money. As with most aspects of Facebook advertising, testing is the most effective way to determine what works best for your business.

The same applies to identifying your ideal audience in order to save money. By setting up multiple sets of ads, each targeting a different audience, you can collect data that can help you determine which audience is performing best in your current campaign.

If you serve ad sets with different audience sizes, we recommend that you set budgets in proportion to each audience size. This helps ensure that your budget has the same potential for every audience.

Do you need to cut costs further?

When you increase engagement for your posts, positive signals are sent to the Facebook algorithm that can increase your reach, increase the size of your warm audience and ultimately lower your advertising costs. Here are three tips for building engagement that delivers better ad results.

• Reuse successful tactics from posts with high engagement rates.      Engagement rate is the percentage of people who enjoy your content so much that they interact (respond, comment, share, click) with them after seeing their posts in their news feed.
• Create content for conversation.                                                                         If you want better results from your campaigns, build your Facebook page authority while creating community. Teach, ask questions, and engage in a dialogue on your page. The more people who interact with your Facebook posts, the more relevant the algorithm will find the content, ultimately serving it up to more people and growing those warm custom audiences for retargeting.
• Charge the conversion with an intervention loop.
Try a little trick called "engagement looping" to improve these tips. By responding to comments on your posts, you encourage dialogue with your Facebook audience. When you do this, Facebook organically displays your page content to friends and family of people who interact with your content.

One way to manage costs is to choose whether you’ll be charged per click (CPC) or cost per mille (CPM).

If you choose to be charged with a left click, you will be charged by the CPC. This means that you'll only be charged if someone clicks a link in your ad. If you choose to be charged by impression, you will be charged by CPM. This means you'll be charged a fee each time an impression of your ad is shown. The price is calculated per 1,000 impressions.

Which is right for you?

• You will only be charged if someone clicks on your ad. So if your ad theoretically doesn't get many clicks, you'll initially get thousands of impressions for free. This type of fee also protects you from paying a lot of money if your ad doesn't perform well.
• The downside is that you pay for every click if your ads perform well and you get a high click rate. Your CPM rises and you pay a heavy price for this great achievement.
• If you are not spending a lot of money and are not experimenting with different audiences, sets and ad variants and are investing a lot of effort in optimizing, choosing link clicks is probably a good option.

Facebook's automated rules feature is another way to manage your Facebook advertising spend more effectively.

Facebook's automated rules feature is a hidden gem to improve Facebook ad performance without relying on manual optimization. This can save busy Facebook advertisers time, energy and resources.

By combining different KPI metrics when defining control conditions, you can design your custom automation workflow on Facebook. It may take some trial and error to find the right automated rules, but the investment is worth it.

With automated rules, you set predefined conditions for key performance indicators (KPIs) such as likes, reach and leads, as well as ad campaign elements (campaigns, ad sets, ads, etc.) in your Facebook ad accounts. Facebook checks the conditions you set at specific time intervals. When a campaign meets this criterion, your pre-defined actions are taken, essentially saving you time and money.