Campaign Budget Optimization for Print on Demand

Campaign Budget Optimization for Print on Demand

Campaign Budget Optimization for Print on Demand

Campaign budget optimisation (CBO) has been available as a way of constructing your Facebook advertising campaigns for some time now. Facebook was even considering making it mandatory. That means it would have been the only way that you could have launched a Facebook ads campaign. Facebook marketers have wondered whether campaign budget optimisation is right for them and whether running CBO’s for testing campaigns can work.

It’s important to point out that every marketer will have different experiences with their campaigns, whether they are CBO campaigns or not. When selling print on demand products, the most crucial factor is the design, not the advert and not the campaign’s structure within Facebook. Nothing in this article will make a design that nobody wants to buy start selling.

This post will cover several different structures for running adverts on Facebook. However, every advertiser will have different results, and nothing is guaranteed. The only way to succeed is to test, test and test some more. In the end, you have to find a formula and campaign structure that works for you. Some advertisers will set much higher initial budgets than others, and each niche will have dramatically different results.

Table of contents


Campaign Budget Optimisation versus Ad Set Budget Optimisation


What is Campaign Budget Optimisation?


What’s the advantage of learning about CBO?

Campaign Budget Optimisation versus Ad Set Budget Optimization

Campaign budget optimisation means that you set a budget for the entire campaign rather than on the ad set level.

Let’s first review how marketers constructed campaigns on Facebook before campaign budget optimisation. The original way of optimising was on an ad set level known as ad set budget optimisation or ABO. An ABO structure allows an advertiser to set a budget for each ad set within a campaign.

A campaign on Facebook has three parts. The campaign itself. The ad set or ad sets within that campaign, and then the ads associated with each ad set a campaign can have multiple ads sets within it, and each ad set can have multiple ads related to them.

One of the advantages of ad set budget optimisation is sellers can set budgets for each ad set. Setting a budget for each separate ad set gives you a very high level of control over your daily ad spend. It is a fast and efficient way to manage your ad sets.


Although you can increase the budget of an ad set at any time. Some advertisers have found it better to duplicate an ad set and increase the new ad set budget. Leave the original one running rather than changing its budget. As a general rule, we do not recommend changing anything on a profitable ad set.

POD sellers have found that optimising add sets for purchases gives the best result. Some sellers have found success by optimising for add to cart. Both purchases and add to cart are worth testing.

Create four or five ad sets, each with a daily budget of five dollars. Review each ad set’s performance after 24 hours and turn off all the ad sets that are not performing well. That does not mean turning off all the ad sets have not made a sale. It does mean turning off ad sets with low engagement, which is a good sign that the ads may not ever turn profitable.

A good metric to look at is the cost per link click. You should turn off any ad set with a cost per link click of over two dollars unless that ad set has made a sale.

Want more information on setting up and testing ad set budget adverts on Facebook? Then join our free Facebook ads course.

What is Campaign Budget Optimisation?

With a CBO campaign, Facebook lets you set a budget for the entire campaign. That means that you set the budget at the campaign level, and the budget is distributed to each ad set depending on how well Facebook thinks that ad set will perform. Meaning that Facebook spends almost your entire daily budget on one to or just a few ad sets and does not spend anything on others or a tiny amount on some of the other ad sets within the CBO campaign.

The Facebook algorithm allocates the budget to the ad sets differently when you are using campaign budget optimisation.

The following statement is directly from Facebook. Facebook explains how campaign budget optimisation works:

“We optimise your campaign budget in real-time on an opportunity-by-opportunity basis. Our goal is to get you the most results possible and for the cost of those results to align with your bid strategy.”

A campaign structure that is using campaign budget optimisation will look like this:

Although the Facebook algorithm determines how much to spend on each ad set, you can set the daily minimum and maximum spends within the campaign for each ad set. Setting daily minimums and maximums can help in testing as you can force Facebook to spend a minimum amount on each ad set. If you wish, you can also cap the spend of an ad set; this could help you have an ad set targeting a smaller audience than the rest.

Tip: Until you get more comfortable with running CBO campaigns. It is better to let the Facebook algorithm determine the spend that it allocates to each ad set.

Tip: Wherever possible, it is better to have similar-sized audiences within each ad set when you are using campaign budget optimisation; doing so seems to lead to more balanced ad spends across the ad sets and better overall results.

What’s the advantage of learning about CBO?

Many advertisers have tested campaign budget optimisation and found that their initial results weren’t great. Still, like many things in marketing, successful marketers keep experimenting and trying different things until they find something that works for them.

Once you find a campaign budget optimisation strategy that works for you, it can be easier to scale the campaigns, and you may find that you can spend far more on a campaign than you were by using asset budget optimisation.

Campaign Budget Optimisation Structure

With CBO campaigns, Facebook is allocating budget to give the best results. So it is essential to provide Facebook with as many options as it needs to find a winning combination. It is crucial to find the sweet spot. Don’t give Facebook too many options or too few.

POD sellers have found that one campaign with 10 or 12 ad sets with three ads per ad set can work well. Use the same three ads on each one of the ad sets. Use different targeting for each of the ad sets. Try to keep the audience size similar in each ad set.

Bid Strategy for Facebook Campaigns

To maximise the performance of all Facebook marketing. You need to understand the different types of bid strategy that Facebook offers. Many marketers use the default settings, and that can work great. Testing is always essential, and it is better to test and learn and find what works for you.

The four types of campaign bid strategy are:

Lowest Cost (this is the default)

Cost Cap

Bid Cap

Target Cost

The lowest Cost is the default strategy setting. Selecting this will mean that Facebook will control the bidding price for you. Facebook will try and find the most results for the budget you set. Remember, you have to choose the optimisation event for Facebook in each ad set. Whichever event you choose to optimise for will be the event that Facebook sets the bid strategy to target. Suppose you have selected the lowest cost. Then there is nothing more for you to do as Facebook controls everything for you.

If you select one of the other three, Cost Cap, Bid Cap, or Target Cost, you can control the costs yourself. So you can define how much you are willing to pay for the conversion event you have selected in ad sets.

You may have heard of manual bidding before. These three options give you the ability to enter a manual bid. But, they are different to the original manual bidding options that Facebook offered.

If you select Lowest Cost, Facebook will try to spend all the budget for the ad set or campaign to get the most results. Facebook will do this no matter what the cost per conversion you are getting is.

The other three strategies will let you control the cost. Each one is different, but how Facebook allocates the budget is similar. Facebook will spend your budget and attempt to target the results you want. Trying to target these results can result in Facebook not spending any money on an ad set in a COB campaign. Facebook will spend no money because it cannot find enough people in the audience to target at the set price.

For example, suppose you set a Bid Cap for a purchase conversion at one dollar. In that case, Facebook may not serve the ad to anybody. Facebook will not serve the ad is because it believes that nobody within the audience would purchase at that price. If this happens, you need to define a higher Bid Cap.

Each of the three cost control strategies has slight differences. You can see those differences in this comparison image below from Facebook.

If you select Cost Cap, then Facebook will attempt to get you the best results at a cost below the cost you defined.

Suppose you were to select Target Cost, which is a lot like Cost Cap. Facebook will try to get you conversions at the target cost that you defined.

After receiving feedback from our marketers running print on demand products, we have found that most prefer to use either Cost Cap or Lowest Cost for their campaigns. But, they do use these two optimisations in different scenarios.

The testing phase using Campaign Budget Optimisation

Note: Before moving to use campaign budget optimisation. You may wish to test first with ad set budget optimisation as it is a cheaper way of trying a new product. To test with ABO, make a new campaign with four or five ad sets in it.

Before CBO was available, the only way to set a budget was by using individual ad sets. Setting a budget for an ad set means that Facebook will spend all the allocated budget.

Most marketers usually use the same daily budget for all ad sets within a campaign. All the ad sets within the campaign would spend their budgets, so it was easy to set daily budgets. Setting a budget for each ad set also made it easy to check and manage each ad set. It is easier because each ad set was spending the same amount of money as the others. It was easy to see which ad sets were performing well and which ad sets were not performing.

But, in campaign budget optimisation, assign the daily budget at the campaign level. So no longer can a daily budget be set at the ad set level.

Tip: You can test print on demand designs with a post page engagement ad for as little as four dollars a day. When an engagement ad has spent four dollars, we want to see a low cost per engagement. We also want to see a good number of comments and shares. Comments and shares are a great way to see if the design is resonating with the niche audience.

One way of testing a new design within a CBO campaign is to create 10 or 12 ad sets. Each ad set should have a different interest inside of the single campaign. Every niche and design will be different, and you may find something that works better for you. One successful setup is to use ten ad sets within one campaign. If you do this, use a daily budget of $150 a day. That is ten ad sets times $15 using the max cost per conversion and setting that to $15.

We are setting a total budget of $150 per day with a maximum cost per conversion of $15 per day. Each ad set has $15 available for it to spend within that day. Of course, Facebook will determine how much each ad set spends over the day. Given this, one ad set may spend much more than another. You may even see one ad set spending almost the entire campaign budget. It is also common to see other ad sets spending nothing.

The Max Cost per conversion is the ad cost that will give me a breakeven return on ad spend.

For example, if I sell a standard men’s T-shirt in Germany for $24.99 (€21.16). The profit that Moteefe will give me will be $15 (€12.73).

My cost per conversion must be less than the $15 (€12.73) dollars, so there is still a profit margin.

Tip: To calculate the budget, do this. Multiply the number of ads set by the maximum cost per conversion you are willing to pay.

Daily budget equals the number of ad sets times Max cost per conversion.

So in the example above, the daily budget equals ten times $15, which equals $150 per day.

It is better to start with the lowest cost bid strategy when testing before running the campaign. We do not know whether Facebook will generate sales for the Max cost per conversion that we need. If we were to use cost as the bid strategy from the start and the cost you defined was too low, you might not get any traffic.

So, when you’re testing, it’s best to let Facebook decide if the costs happen to be too high. After a while, it’s likely because the product or the ad or the targeting is not strong enough to be profitable. If that is the case, you will need to figure out where the problem is.—is it the product, the ad or the target audience? Adjust them over time.

90% of the time, it will be the design that you are trying to sell. Many advertisers and marketers blame everything other than the product. If you are not getting the results that you want, then find a new design to test.

Scaling with CBO

With ad set budget optimisation, scaling happens in two ways: increasing the daily budget of an ad set. If you are doing this, try increasing it by no more than 20% every 48 hours. Or duplicate the ad set and set a new budget. Leave the original ad set running.

There is no way to increase the daily budget or duplicate a winning ad set for CBOs. That is because changes to the budget are only made at the campaign level.

Scaling can be easier with CBO as marketers can duplicate the entire campaign. After doing this, the budget increased for the new campaign.

When duplicating campaigns, only run the winning ad sets in the new campaign. Do not delete the duplicate ad sets that were not performing in the original campaign. Pause them before you start running the new campaign.

You can keep the same daily budget as you had before. Or you can increase it and have a newer, higher budget for the new campaign.

For example, if you have five ad sets and your maximum cost per conversion is 15, and you wish to scale by a factor of 10. Then your new daily budget will be five times $15 times a scaling factor of 10, which will give you a new budget of $750 per day.

You can use any scaling factor you like; anything from two times to 10 times can be successful. Never spend more money on advertising than you are comfortable with. Spending money that you are not comfortable with will lead to poor decisions. Poor decisions lead to losses.

Once you have identified only those ad sets that are winning, then you can increase your budget by a factor of 10 only if you are comfortable with the extra ad to spend. It is critical that you only do this for the best-performing ad sets.

Daily Budget = Number of Ad Sets x Max Cost per Conversion x The Scaling Number.

Daily Budget = 5 x 15 x 10 = $750

Tip: If you are scaling by a factor of five or 10. You must make sure that the audience that you have within each ad set is large. Otherwise, you will soon exhaust those targets.

If you are less sure about the original ad sets’ performance or want to be more conservative with your ad spend. Then you can increase by a lower factor-like 2X, 3X or 5X.

Using the cost cap bid strategy to control costs

Suppose you want to scale by a factor more significant than 10. You can use Cost Cap as your bidding strategy. You can also do this if you are scaling by a factor of 10 but wish to be more conservative with your ad spend.

Cost Cap lets you set the target cap cost you wish Facebook to attempt to get conversions at. Remember this will be the cost per conversion of the event you are optimising for each ad set.

If the cost is too low, Facebook may not get any results for your budget and won’t spend what you have allocated. You may need to adjust the cost to let Facebook begin allocating your budget.

CBOs that are spending nothing or low amount of spend

After the testing phase, you may have found some ad sets that have performed well. Others will have performed less well. There will also be other ad sets that have spent either nothing at all or a minimal amount.

Suppose you find that some ad sets have not spent any money or have spent a tiny amount of money; this will be because some ad sets perform well. When this happens, Facebook will divide most of the budget to those ad sets. Given this, some ad sets may not get anything spent on them.

If this happens to an ad set, then create a new campaign and let them run again. You still want to have ten ad sets within the campaign, so it is best to find new targets for the other ad sets you are adding.

When you create a new campaign, make sure that you go back to the testing phase with testing budgets.

The tremendous power of lookalike audiences wtih CBO

Lookalike audiences within Facebook are awesome. They will update when new events trigger. With new people added to the custom audiences, lookalike audiences can last for much longer than interest targets. Lookalike audiences update with new people added.

Breaking a lookalike audience down by age and gender is one way to use lookalikes with CBOs.

Like this:


Ad Set #1 – Lookalike Audience 1% – Women – 25-34

Ad Set #2 – Lookalike Audience 1% – Women – 35-44

Ad Set #3 – Lookalike Audience 1% – Women – 45-54

Ad Set #4 – Lookalike Audience 1% – Women – 55-64

Ad Set #5 – Lookalike Audience 1% – Women – 65+

Ad Set #6 – Lookalike Audience 1% – Men – 25-34

Ad Set #7 – Lookalike Audience 1% – Men – 35-44

Ad Set #8 – Lookalike Audience 1% – Men – 45-54

Ad Set #9 – Lookalike Audience 1% – Men – 55-64

Ad Set #10 – Lookalike Audience 1% – Men – 65+

Ad Set #1 – Lookalike Audience 1% – Women – 25-34

Ad Set #2 – Lookalike Audience 1% – Women – 35-44

Ad Set #3 – Lookalike Audience 1% – Women – 45-54

Ad Set #4 – Lookalike Audience 1% – Women – 55-64

Ad Set #5 – Lookalike Audience 1% – Women – 65+

Ad Set #6 – Lookalike Audience 1% – Men – 25-34

Ad Set #7 – Lookalike Audience 1% – Men – 35-44

Ad Set #8 – Lookalike Audience 1% – Men – 45-54

Ad Set #9 – Lookalike Audience 1% – Men – 55-64

Ad Set #10 – Lookalike Audience 1% – Men – 65+

Suppose you are using a larger lookalike audience or running adverts in a large country like the US. You can also segment your lookalike audiences with an interest. It is best to use very broad interests when doing this, as you still want to have a large audience to target. The largest lookalike audience you can make in the United States is 22 million people. A lookalike audience of 10% of the most like your original audience.

If a 1% lookalike audience performs well, then you can test audiences of 1 to 2%, 2 to 3% for 4 to 5%, and so on. You can also use audiences of 5% and 10%.

Facebook needs to optimise campaigns

Facebook’s algorithm is very advanced. The algorithm will do everything to try to produce the lowest possible cost. But that does not mean that you cannot help Facebook by feeding in audiences that it is more likely to optimise.

Suppose the audience you have selected is too large or too broad or not interested in the product. If this happens, then it is likely that your campaign will not perform.

You can help Facebook by looking at the data from your niche over time and working out who the buyers are. If, for example, if all your buyers are women, then it would make sense to exclude men; this can be the same for age ranges. If your buyers are 35 to 54, it makes sense to exclude 18 to 24-year-olds.

The same is true for placements. If all your sales are from running ads on the Facebook news feed on mobile, then exclude desktop; this works across platforms. So if you’re getting all your sales on Instagram, it does not make sense to run more adverts on Facebook. Each niche is different, and each product within each niche is different. Testing and learning the data is critical.

A simple rule is don’t start too big. Try to test new products with audiences that you know are likely to buy products from you.

Help and support

Our Customer Success Team is here to help you maximize your potential with Moteefe. If you need additional support with Campaign Budget Optimization please contact our Seller Success Managers via the details below. Together, let’s #GoMakeIt

Contact details

Aidan Kessell – Success Manager

Ana Sousa – Success Manager

Support in English from 09am – 1800 BST (UK)

Verifying your custom domain on Facebook with a Meta Tag

Verifying your custom domain on Facebook with a Meta Tag

Verifying your custom domain on Facebook with a Meta Tag

rgb vs cmyk: header image

Due to Apple’s recent iOS 14 privacy updates, Facebook now requires advertisers to verify ownership of their domains and prioritize their Facebook conversion events.

If you are running Facebook ads to product listings on Moteefe, we highly recommend moving to a White Label, custom domain store immediately. If you haven’t yet set up your custom domain on Moteefe, this guide will show you how. 

Once you have set up your White Label Store on Moteefe, follow the steps below to verify your domain using the Meta Tag method from within Facebook’s Business Manager.

How to add a domain in Facebook Business Manager

Step 1

Navigate to Facebook Business Manager and click on the Business Settings button in the screen’s top right corner.

Facebook custom domain: step 1

Step 2

Once in Business Settings, click on the Brand Safety tab and select Domains from the navigation list.

Facebook custom domain: step 2

Step 3

You will now see an Add button.  Click on it, and then enter your domain in the Add a Domain dialogue box that pops up.

Facebook custom domain: step 3

Step 4

If you have multiple domains listed, select the domain which you want to confirm ownership of.

Step 5

You will be asked to choose from three options to verify your domain.  Make sure you select Meta Tag Verification.

Add a meta tag to the <head> section of your domain home page

On the Meta Tag Verification tab under your selected domain, you will find the meta tag that you will need.

Facebook custom domain: step 4

1. Copy the portion of the meta tag code that appears between content=” and “/>.

For example, if your meta tag code is <meta name=”facebook-domain-verification” content=”dxbrtxbu9n9waub1ksw1nbjr44y1bi” /> , select and copy dxbrtxbu9n9waub1ksw1nbjr44y1bi

Facebook custom domain: step 4

2. Keeping the Facebook Meta Tag Verification tab open, open a new browser tab and log into your Moteefe Dashboard.

3. Navigate to the Stores tab. Select the store attached to the custom domain that you want to verify and select the ‘Domain Verification’ icon in the top right corner of your store dashboard.

4. In the pop-up dialogue box that appears, paste the meta tag code portion into the Facebook ‘Verification token’ field and then click ‘Save & Continue’.

5. You can confirm that the meta tag is visible by visiting your store’s home page and viewing the HTML source.

6. Navigate back to the Meta Tag Verification tab within Facebook’s Business Manager (see steps 1 to 5 if you have closed the tab).

7. Once confirmed, click the Verify button at the bottom of the Meta Tag Verification tab for the selected domain.

We will leave the meta tag on your store’s home page as it may be checked periodically by Facebook for verification purposes.

Associate Facebook Pages with a Verified Domain

1. Under Domains, select your desired domain, and then click Pages in the Assigned Assets panel.  Click the Assign Pages button on the right-hand side.

Facebook custom domain: step 5

2. You will see all of the Pages that you have added to your Facebook Business Manager.  If you cannot see your Facebook page, make sure that you have imported it into your Business Manager under the Pages tab.  Select all the Pages that you wish to add to your domain, and then click Save Changes.

Facebook custom domain: step 6

3. You will now see the added Pages listed under Assigned Assets for the domain that you selected.

Facebook custom domain: step 7

That’s it!

Now that the custom domain of your Moteefe White Label Store has been verified by Facebook, make sure you have prioritized your Facebook conversion events. This is important, as Facebook has now implemented a limit of eight events as part of its response to the iOS 14 privacy update. For a step-by-step walkthrough on how to prioritize your Facebook events, take a look at our guide.

Help and support

Our Customer Success Team are here to help you maximize your potential with Moteefe. If you need additional support with anything mentioned above, contact us using the details below and we’ll be happy to help. You can also join the Moteefe x Marcazo Global Facebook group which hosts a great community of sellers, with tools and resources for you to use all completely free. Together, let’s #GoMakeIt

Contact details
Support in English from 09am – 06pm BST (UK)

Moteefe POD Webinar

Moteefe POD Webinar

Moteefe POD Webinar

Join Moteefe in the Print on Demand E-commerce Revolution

Moteefe offers its users a zero cost, no risk entry into the exciting world of print on demand.  Moteefe’s has a global supply network and an amazing POD product range. Moteefe enables everyone to start their e-commerce journey or to progress even further as an online entrepreneur. 

Head over to Moteefe and launch a campaign today.

Please also join us in our Facebook group where that you will be able to find a vibrant community of sellers and more videos from us that will help to guide you through your print on demand journey.


A Quick Reminder on Why We Are Here

A Quick Reminder on Why We Are Here

A Quick Reminder on Why We Are Here

When Moteefe was founded in 2016, our mission was to help bring fresh, relevant designs to market.

Since then we’ve empowered thousands of merchants and creators with a platform that helps them get products to market in minutes. Your ideas are the lifeblood of what we do. And what delights us the most is when sellers use our platform combined with their creativity to spin up a campaign and find a hit with their customers. The way that this can power a new business so quickly and easily for you, as well as giving your customers what they want, is why we founded Moteefe. 

Although this works really well almost all of the time, we sometimes hear of merchants that choose not to put in the hard work. They cheat and use designs that don’t belong to them. This isn’t why we built Moteefe. Ripping off other brands’ designs doesn’t make business sense. It damages the reputation of the merchandise and eCommerce industries. Most importantly, it destroys consumer trust.

We want to make it clear that we do not tolerate such behaviour and always take swift action to remove such campaigns and stores immediately.

Moteefe does not allow anyone to sell products which infringe the rights of other creators. We have a clearly defined set of procedures – including cancelling campaigns – if we believe the rights of the creatives whose work we celebrate has been infringed by a third party.

Anyone with a concern about a design can email us at and we will review it quickly. We do this because it’s the right thing to do and because we want to maintain trust in Moteefe, our seller community and the wider merchandise industry.

Creating value with unique products

Time after time, customers that buy from our merchants’ stores tell us they bought the product because it’s unique. The most successful merchants engage their customer bases who keep coming back, time after time, to buy products with the latest designs.

We also see a strong correlation on our platform between the uniqueness of a design and conversion rate of traffic seeing it, and the price people are willing to pay. As a merchant, the more unique your designs, the more money you’ll make.

That’s what Moteefe is about. But rather than having to find a mall, find a store, fit out the store, hire staff, and manufacture your products – all you have to do it design, upload and go. Simple.

If you use your talents more wisely, your customers
(and your own profits) will reward you.

Do it the right way or not at all

To those merchants who refuse to listen, we have a simple message: we won’t tolerate stealing designs and we will continue to act quickly to take them down; if you use your talents more wisely, your customers (and your own profits) will reward you.

To everyone else – the vast majority of our amazing seller community – thank you for your creativity and innovation. We love supporting you and look forward to long and fruitful partnerships as you sell smartly, profitably and ethically.

Your goals shouldn’t be basic. They should push you and make you think about how you’re going to achieve them. It makes you change what you’re doing to get there.

Thomas Gentleman

Moteefe Summer Contest 2020

Moteefe Summer Contest 2020

Moteefe Summer Contest 2020

The Moteefe Summer contest is back

The Moteefe Summer contest is back with prizes ranging from $100 up to $120,000. The contest runs for 60 days, from 19 June 2020 to 17 August 2020.

Breakdown of the prize levels

Breakdown of different prize levels

Sell 250 units and win $100

Sell 500 units and win $200

Sell 1000 units and win $500

Sell 3000 units and win $1,500

Sell 5000 units and win $3,000

Sell 10,000 units and win $7,000

Sell 25,000 units and win $20,000

Sell 50,000 units and win $50,000

Sell 100,000 units and win $120,000

The number of units you need to sell per day to reach each level

How many units will you need to sell per day to reach each level?

You will need to sell 4.2 units per day to reach level 1 and win $100

You will need to sell 8.3 units per day to reach level 2 and win $200

You will need to sell 16.7 units per day to reach level 3 and win $500

You will need to sell 50 units per day to reach level 4 and win $1,500

You will need to sell 83.3 units per day to reach level 5 and win $3,000

You will need to sell 166.7 units per day to reach level 6 and win $7,000

You will need to sell 416.7 units per day to reach level 7 and win $20,000

You will need to sell 833.3 units per day to reach level 8 and win $50,000

You will need to sell 1666.7 units per day to reach level 9 and win $120,000

Since the contest will be running in summer, selling T-shirts, tank tops and mugs should be your focus.

If you haven’t already opened a Moteefe account, now is the time to sign up and start selling. Good luck.

Sign up here: