subject: Deciding on Your Facebook Ad-Scheduling [print this page] Deciding on Your Facebook Ad-Scheduling Deciding on Your Facebook Ad-Scheduling
When you first create an ad in Facebook, your settings are defaulted to show your ads continuously, with no end date. Throughout the days that your ads are active, they'll be shown to your targeted Facebook audience until your budget runs out for that day. Your budget will run out when your ad reaches a certain number of impressions if you're paying per thousand impressions or a certain number of clicks if you're paying per click. Each day your budget is reset, and your ads will stop running only when you pause or delete the campaign. To help you target ads toward more specific events, or as a way to test ads, Facebook gives you the option to show your ad during a specific time frame only. You define this time frame when you create the ad by specifying a specific start date and time and end date and time
Whether you want to run your ads continuously or for a specific time period depends on the type of ad you're running. You might want an ad for general branding purposes to run continuously, although it could become costly if you spend your daily budget each day until you decide to pause or end your campaign. Obviously it makes more sense to pick a specific start and end date when advertising a time-limited event. In that case, be sure to run your ad long enough in advance of the event to give it maximum exposure.
Choosing a specific time frame to show your ads is useful if you have a small budget or when you want to test ad variations against each other, such as ads with different copy or different landing pages. By running the ads for specific time periods, you can separate them into distinct test buckets that you can then compare.
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