How to accurately allocate budget for Facebook advertising?

Meta has updated Advantage+ Shopping campaigns, removing the Existing Customer Budget Cap feature and introducing a new way to control audience-related budgets using ad groups.

The previous Budget Cap feature allowed advertisers to set a maximum budget percentage for existing customer spending. This feature can help you exclude existing audiences, making it easier to expand the audience of your ads. After removing this feature, manual settings are required to target and manage audiences. You can use multiple ad groups to customize budgets for new and existing customers, so as to accurately control advertising costs and advertising activities.
Meta provides two ways to manage budgets. The first is to set no budget for existing customers, and the second is to allocate budgets between new and existing customers.

The first step is as follows:

1. Open Meta Ads Manager and click Create Campaign

[Image showing the 'Create Campaign' button in Meta Ads Manager]

Select Sales as your campaign objective

[Image showing the Campaign Objective selection in Meta Ads Manager with 'Sales' selected]

If you don’t want to spend any of your budget on existing customers, you’ll need to set up a non-ASC campaign to get this feature. Click on “Manual Sales Campaign” here, then click “Continue”

[Image showing the 'Manual Sales Campaign' setup option]

Add a campaign name, select the appropriate ad category, and click Next to continue

[Image showing the Campaign Setup with Campaign Name and Ad Category]

Use Advantage campaign budget as your budget strategy and set a daily budget or a total budget

[Image showing the Advantage campaign budget setting in Meta Ads Manager]

Under Audience controls, click the More drop-down menu. Exclude users you consider to be existing customers from Exclude these custom audiences.

[Image showing the 'Exclude these custom audiences' option in Ads Manager]

Select the creatives and ads to import

[Image showing the ad creative selection screen]

Or manually upload creatives

[Image showing the manual creative upload interface]

Click Publish.

The second method is as follows: 1. Follow the steps in the first method. After turning on the Advantage Campaign Budget, go to Budget and Scheduling in the first ad group. Then, check Advertisement Setting Spending Limit and set the maximum amount for existing customers.

[Image showing the 'Advertisement Setting Spending Limit' option in Ad Group settings]

Click on the “Switch to original audience option”, then “Use original audience”, and then add your custom audience.

[Image showing the 'Switch to original audience option' and 'Use original audience' selection]

[Image showing the Custom Audience selection for exclusion]

Sao chép nhóm quảng cáo và chọn Chiến dịch gốc. Bạn có thể giữ cùng một quảng cáo cho cả hai nhóm quảng cáo.

[Image showing the ad group duplication and selection of 'Original Campaign']

In the second ad group: Under Audience controls, click the More drop-down menu. You can select a saved custom audience you’ve previously created in Ads Manager or Audiences, or generate a new custom audience directly in Ads Manager to exclude people you think are existing customers.

[Image illustrating the exclusion of existing custom audiences in the second ad group]