When you publish an ad in Meta Ads Manager, it runs for a few days. Meta’s machine learning technology always monitors your ad’s performance and searches for the most suitable audience group. When it detects that an ad is performing well, it shows a batch: “high performing” on that ad set.
Performance can be determined by an ad’s number of clicks, engagement, results, relevancy, and many other factors.
When you hover over the “high performing” batch. It will suggest you to increase your ad budget by 2 to 3 times, as shown in the image.
It shows an estimated increase in results by your budget increment. It also explains that the estimation is done by an AI model and that the technology is in its initial stage as well.
Now the question comes, what to do?
As we all know, Meta is one of the most advanced technologies in the world. Major businesses around the world rely on Meta for marketing.
But Artificial intelligence AI, which Meta says is their technology backbone is nowhere close to a human brain. It can make work simple but fail to make decisions that a healthy human can.
Firstly, you have to consider how much you can spend comfortably to run an ad campaign every month.
Increasing your budget can help you get results faster. But it’s nowhere written that the quality of the ad’s outcome will decline if you do not increase your budget. You will only get a lesser reach of your ad to the same quality audiences. You will continue to get results at a slower pace.
If you decide to keep your budget the same, you can remain visible in your target market for a longer period of time. You can also buy time to create business opportunities. As less spending can help you run your ad for a greater number of days.
But if you decide acquiring new customers is important now, ad budget is not an issue. You can simply increase your budget according to the suggested amount. In this case, you will have to spend much higher monthly.
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