After the introduction of a privacy protection policy in iOS14.5, statistics show that 88% of Apple users around the world choose not to allow advertisement tracking. Although many advertisers and app developers try their best to avoid it, Apple’s technical logic is very tight and can only accept or adopt a compromise plan, the same goes for Facebook.

iOS users have characteristics of high conversion rate, stability, and strong viscosity. However, under the case of dark exploration of iOS users by Facebook algorithm, the conversion becomes extremely unstable, and the budget can no longer be operated foolishly just like before. This article will share the use of the correct launching strategy to stabilize ROI when raising the budget and stop loss in time.

When raising the budget for advertisement, there can only be two results:
The cost increases per conversion: Raising the budget is a step-by-step process, you cannot rush it. This happens if you expand your expenditures too quickly and did not use the right strategy to expand the target audience and optimize the results.

The cost decreases per conversion: This happens when you properly increase your budget and provide more data for the Facebook algorithm to optimize your advertisement. Therefore, spending more money can reduce your CPA.

1.Frequency

Frequency is the most basic criterion to evaluate whether your advertisement can raise the budget or not.

When checking the frequency, it’s best to select more than a week of data and have a certain cost. Short-term data can’t explain anything.

Here’s a standard:≠
If the frequency is less than 3: It shows that you still have room to raise your budget for advertisement.
If the frequency is between 3-6: More conversions may be obtained when raising the budget, but the cost may be slightly higher.
If the frequency is higher than 6: You cannot raise your budget, because you will only be in contact with the same people multiple times, but they may not change again.

2.Learning

Modifying budget, advertisement posts, and other operations during machine learning will lead the machine learning to restart. Be sure not to raise the budget substantially at this time, confusing Facebook’s algorithm, leading to the rise of the conversion price.

Of course, if your original budget is very low, it may be difficult to end the machine learning stage of the Facebook algorithm. To finish the learning stage as soon as possible, the correct approach is to increase the budget gradually and control it at 10-20%, this will retain most of the data from the beginning of advertisement to the initial learning stage.

3.Campaign Budget and Bidding Strategy
Many people prefer not to set a campaign budget, but to set the budget of each group separately and make timely adjustments. This method is more suitable for pitchers with certain launching experiences. Compared with the more intelligent campaign budget, shortcomings are distinct.

At the initial stage of the bidding strategy, it is recommended to optimize the “lowest cost”, while it is more appropriate to select the “Bid Cap” after accumulating certain data.

If you set the conversion event price in the pixel event manager and accumulate certain data, Facebook will help you calculate ROAS. At this time, it is most appropriate to choose “Minimum ROAS” and stop the loss in time in case of a large budget.

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https://veryfb.com/d/41