Should you automatically apply delivery recommendations? Let’s dig in…
You may have seen this message in your Account Overview: “Automatically Apply Delivery Recommendations.”
Meta’s documentation says this about Delivery Recommendations:
“Delivery recommendations are suggestions in Meta Ads Manager to help improve the performance of your active campaignsThe campaign is the foundation of your Facebook ad. This is where you'll set an advertising objective, which defines what you want your ad to achieve. More. They’re based on the current or predicated performance of your campaigns and other advertisers’ campaigns across Meta technologies.”
And then…
“For example, combining ad setsAn ad set is a Facebook ads grouping where settings like targeting, scheduling, optimization, and placement are determined. More and campaigns, understanding auction overlapAuction Overlap can happen when you have two ad sets running at the same time, targeting similar audiences. When their ads are about to enter the auction, Meta first chooses the ad with the highest total value. That ad will be the one that enters into the auction. The other won't be considered. Meta does this to prevent you from bidding against yourself. When there's too much Auction Overlap, it can result in higher costs or under delivery. More and managing creative fatigue.”
This is where I struggle. I do see Meta’s delivery recommendations. I rarely accept them. Especially when they want me to combine ad sets.
I understand why they want me to combine them. But it’s usually two ad sets from completely different campaigns. It would mean giving up on one of the campaigns (if it was the only ad set in it), and I’m just not ready for that yet.
I’m just not comfortable handing that decision over to Meta.
Look, I finally came around to going broad and using all placements. Let’s slow your roll here, Meta. You don’t get to do everything automatically.
One thing at a time. How about you?