Meta对广告组支出限额策略进行了调整，将传统的硬性限额改为平均限额。这一改变使得广告主设定的最高限额不再是每日的绝对上限，而是每日平均支出不得超过该限额。这一变化旨在更好地平衡广告预算的分配，但可能引发广告主对广告组支出控制的担忧。该调整意味着广告组支出限额与广告组预算之间的界限逐渐模糊，广告主可能需要重新评估其广告策略和预算分配方式。

📊 Meta将广告组支出限额从硬性上限改为平均限额，意味着每日平均支出不得超过设定值，而非每日绝对上限。

🤔 这一变化旨在优化广告预算分配，但可能引发广告主对广告组支出控制的担忧，因为平均限额可能导致每日支出波动较大。

🔄 该调整使广告组支出限额与广告组预算之间的界限逐渐模糊，广告主可能需要重新评估其广告策略和预算分配方式，以适应新的变化。

🤷‍♀️ 广告主可能需要更密切地监控广告支出，以确保实际支出符合预期，因为平均限额可能无法完全满足对每日支出的精确控制需求。

🤔 未来广告主可能需要考虑更灵活的预算分配方式，例如使用广告组预算来替代传统的广告组支出限额，以更好地控制广告支出。

Meta made what seems to be a strange update to ad set spending limits.

Let me explain…

Averages

When you use Advantage+ Campaign Budget (formerly CBO), your campaign budget will be spent optimally between ad sets.

But Meta has always allowed advertisers to set an ad set spending limit. This allowed you to set a minimum or maximum per ad set.

But Meta is changing this to an “Average ad set spending limit.”

It’s no longer a hard cap. When you set a maximum now, Meta won’t spend more than that per day on average.

But Why?

If this sounds familiar, it’s how daily budgets work.

But it doesn’t make sense for ad set spending limits. Let me explain…

For daily budgets, Meta can spend more or less on a given day to take advantage of opportunities. But you’ll spend the same over a week. Averages make sense there because it’s all about getting the most out of your budget.

But you’re setting a line when it comes to ad set spending limits. You could have used CBO without ad set spending limits to let Meta spend your budget optimally. That could mean most of your budget in one ad set and very little in another.

But you used ad set spending limits instead of ad set budgets for a reason. You’re telling Meta to spend whatever on a given ad set as long as it’s not more or less than a defined amount. If you set a maximum, you’d be fine with Meta spending way less. You just don’t want it to be more.

An average suggests that you want Meta to stay at or around that limit. But that’s not at all why the limit was set. It’s more of a barrier to add a small amount of control to how your campaign budget is distributed.

Ad Set Budgets

This change means ad set spending limits are blending awfully closely into ad set budgets. How is this any different than ad set budgets? At this point, why wouldn’t you just turn off CBO and use ad set budgets instead?

Maybe I’m missing something. It’s possible that this will be executed differently than it sounds.

What do you think?

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