Hey Younes, glad the article was helpful. In any case, Facebook will treat any duplicated ad set as a fresh one and start a new learning phase. The trick here is not to stop your original ad set, until the duplicated one starts performing better.

Hey Ren, I usually duplicate it as a new campaign and enable CBO. Overall CBO works better with more ad sets, so avoid creating single ad set per campaign. More ad sets give CBO more chance of success.

Hey Nejc, thanks for your questions.

1. A well performing ad set means that you’ve found a winning audience. So you would want to appeal to everyone’s preferences in that audience. Just one image ad is not going to capture everyone’s attention – consider adding new images or videos, play with ad copy, test placements. etc. By adding new creatives you reach out more people and scale your campaigns horizontally, as opposed to vertical scaling when you just increase budget.

2. Haven’t yet tested that strategy, but I guess it’s a good one in terms of having better control over your creatives.

Hello Gavin, great article.

For Scaling strategy #4, question 2, you wrote: “It’s up to you, you can scale either by adding new creatives …”

1) How exactly is adding more creatives within a performing ad set going to scale the campaign? What do you mean by that?

2) Also … Do you ever duplicate performing ad sets and just change the creative within each ad set, so you basically run different ads to the same audience with the same allocated budget – instead of testing them to each other like you would if these creatives were all inside one ad set?

Best, Nejc

You can duplicate but keep the original one. Only after you see the duplicated one performs better, go ahead and turn off the original one.

Hey Sheim, thanks for the question, so happy the strategies are helpful for you.

Give your CBO campaign at least 48-72 hours before making any conclusions, and allow at least a week before making any changes to your campaign. So, 48-72 hours is the optimal time period to have some insights on how your CBO is performing not for making changes.

However, if you are not hitting 50 conversion mark, you should adjust budget. Let’s say you have 3 ad sets within your CBO and are spending $100 daily. As you know Facebook distributes budget optimally between the ad sets which means the budget is not distributed equally. One of your ad sets might spend less than others, say $10 daily which is not enough for 50 conversion mark, especially when you are optimizing for purchases.

Sometimes, the reason is the small audience size. You may have enough budget but small audience prevents the campaign from even spending the budget. In that case consider expanding your audience or combining two ad sets.

You mentioned the 24-72 hours for stabilizing. As we know, stabilizing takes place after 50 conversions are pinged by the algorithm. Should we adjust our budgets to achieve those 50 conversions within 3 days?

I’ve been running a CBO with great success and duplicating it to achieve more conversions, but I’ve never hit that 50 conversion mark (purchase) for any of those ad sets.

Your wisdom would be golden here. Thank you 🙏