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Help! Facebook Ad: CPA double when increase daily budget double.
Hello there. I just increased the daily budget of 1 AD Set for double, from $50 to $100 because it has good CPA, around $2.5. But when I increased daily budget to $100 the CPA also double to around $5. The CTR not changed, CPM even lower but CVR nose dived that lead to high CPA. What is the problem?
Beside daily budget, I did not change anything or add any new Ad to that Ad Set. -
1 Reply
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It’s an expected behaviour. Increasing budget means qualifying for more number of less qualified auctions, but is also important for scaling up conversion.
You need to optimise differently like excluding converters, layering interests, introducing retargeting ad sets. Experiment with ad messaging, creative feel to see what’s more appealing.
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You shouldn’t be changing budgets that significantly, you’re triggering the ad set to enter learning again. As a good rule of thumb, after the ad set has exited learning, try to increase by no more than 20% daily to scale.
If you are still seeing issues with CPA at high spends, you could always implement a bid cap, but these can be restrictive if it’s too low.
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Let it roll and lean into the new budget amount.
The idea that or rather suggestion that you’ve triggered learning mode again by simply changing your budget is pretty far reaching.
You’ve simply asked for FB to go out and qualify more people and when it does that, it may spend more at first to figure out how to properly spend the budget, achieve your CPA goals with the new budget, etc.
I do however suggest that a 10-25% budget increase in new accounts as you scale. The more data you have and the longer you’ve been running that CPA goal the more and more you can play with the budgets. I consistently adjust budgets by 100% or more regularly to keep up with client demand but we have 3 years of data to go off of, so yes, I do see some fluctuations but minimal and they are expected.
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I read the first part of this title and knew what the issue was before you even said you increased the budget.
I’ll say it again. If you could.increase your budget and keep the same CPL we would all be billionaires. That’s not how these platforms work for various reasons I cba to go into now.
Drop your budget or make changes to increase performance. This is normal.
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