How to get the most out of Facebook’s new campaign budget optimization tool

Did you know you can now opt into campaign budget optimization (CBO) for all existing ad campaigns? Previously, you had to create a new campaign to take advantage of this feature. Learn how to start using CBO below!

 

What is campaign budget optimization?

Campaign budget optimization (CBO) is a way of optimizing the distribution of a campaign budget across your campaign’s ad sets. This means Facebook automatically and continuously finds the best available opportunities for results across your ad sets and distributes your campaign budget in real time to get those results.

How do I know if it’s working?

It’s best to judge CBO’s performance based on the total number of optimization events for your campaign and the average cost per optimization event at the campaign level. Keep in mind if you’re viewing the results of a campaign that used campaign budget optimization and the lowest cost bid strategy, you may see some numbers that are different from what you expected. Campaign budget optimization and the lowest cost bid strategy help you get the lowest cost per optimization event for your campaign overall, not for any given ad set. Learn more about how budget optimization works here.

Why should I use it?

CBO enables you to optimize the distribution of your budget across your campaign’s ad sets. You’ll be able to dedicate your ad spend to the best-performing ad sets/audiences and it can save you time by reducing the number of budgets you have to manage manually.  

When should I use it?

CBO is useful for all campaigns running at one level of the funnel – i.e. prospecting only or retargeting only (understand the difference). We don’t recommend using CBO for campaigns combining both objectives, as this will likely deliver most of the budget to the retargeting ad sets and ignore filling the funnel in the prospecting ad sets.

What if I am not seeing the CBO option?

Keep in mind this feature is still being tested so you might not have access to it yet. If you don’t see this option available you can double check the following criteria to make sure your campaigns are eligible.

• All ad sets have the same budget type (lifetime or daily)
• There are fewer than 70 ad sets
• All ad sets are published
• All ad sets have the same bid strategy (lowest cost, lowest cost with bid cap, or target cost)
• All ad sets have the same optimization for ad delivery selection if the bid strategy is the lowest cost
• All ad sets use standard delivery type
• All ad sets are scheduled to run ads all the time

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