Facebook won’t use any more budget than that. Under Ad Set Spend Limits, you can choose the minimum amount you’d like to spend (though Facebook can’t guarantee they’ll reach that amount), and the maximum. Yep, Facebook will still allow you to do this. To combat this, we’ve started putting caps on the amount that each ad set can spend. As they pour more of your money into an audience, target viewers may become saturated with your ads. If an audience responds particularly well, Facebook’s AI may become a tad overenthusiastic. However, there is a downfall to this too. It’s comforting to know that Facebook knows which audience is going to best respond to your campaign. Facebook tends to favour two or three of your custom audiences, then gives a lower budget to the others.Īs explained in the Pros, in some ways, this is a good thing. With CBO, Facebook decides on which audience to spend the most budget. Campaign Budget Optimisation takes the hard work out of this, and find the lowest cost opportunities across ad sets and markets. Competent spending across our audiences (MOST of the time…). Campaign Budget Optimisation doesn’t trigger the learning phase when distributing money across ad sets.Ĥ. There’s no agonising learning stage wait. CBO can shift your budget between ad sets automatically, meaning you’re spending less time manually transferring funds from one to the other.ģ. We’re spending less time managing our campaigns. The budget optimisation works on a continual basis, so budget distribution can change if one ad set proves itself to be particularly special.Ģ. If Facebook directs our budget towards the best-performing ad set, we’re likely to see a lower Cost Per Lead (hello, 25%). We can get more value out of our campaigns. We’ve also noticed some other benefits, such as:ġ. We’ve done some experiments with CBO and, in some cases, we’ve seen our Cost Per Lead (CPL) reduce by up to 25%. FlexxDigital’s Experiments With CBO The Pros It boils down to this: in theory, you should get a higher conversion rate if you spend more of the budget on your best-performing ad set. If one is far outstripping the others, you can choose to spend more on that ad set than the other two. With CBO, Facebook will record how well each of your ad sets is doing. This happens even if one particular set isn’t performing as well as the rest. If you have three ad sets with a budget of $10 each, Facebook will spend $10 on each ad set. Let’s take the example straight from /business, as they definitely know what they’re talking about. Here’s an Example of Campaign Budget Optimisation
Take that step forward, and you’ll see that Facebook is doing something very similar, but at a higher level. You set the budget for an ad set, then Facebook distributes the budget among the ads as it sees fit. Think of this as a small step forward, rather than a complete change. If your campaign has multiple ad sets, Facebook automatically optimises to distribute your money between those ad sets. When Campaign Budget Optimisation (CBO) is switched on, you can control the daily or lifetime budgets for the entire campaign – rather than at an ad set level. The Facebook marketer chooses to put less money into the smaller audience’s ad set than they do with the larger audience’s. One audience is much smaller than the other. Here’s an Example of Campaign Budget OptimisationĮarlier this year, Facebook announced the change with a short post titled: About Campaign Budget Optimization Migration.Īt the moment, Facebook advertisers have more control over how much they are spending per audiences.įor example, a Facebook marketer currently targets two separate audiences.