Facebook was all set to force every ad campaign to use Campaign Budget Optimization (CBO). As Facebook describes it, “A campaign budget is a budget you set at the campaign level (rather than the ad set level).”
In the graphic below you see an illustration of Ad Set Budget Optimization (ABO) on the left and Campaign Budget Optimization (CBO) on the right:
CBO is fantastic in a lot of cases because Facebook uses its AI to “make the most efficient use of your budget spending to get you the overall best results, and ensure that the cost of those results align with your bid strategy.”
That said, we weren’t too excited about being forced to use CBO as it takes away our ability to have finite control over budgets at the ad set level. Ad Set Budget Optimization is particularly useful when you want to test the performance of different ad sets without Facebook’s CBO algorithm optimizing budget to only the most efficient ads and ad sets.
But yesterday, I got good news from Friend of theCLIKK, Molly Pittman from Team Traffic. Here’s what Molly says:
“It looks like Facebook won’t be forcing all accounts to Campaign Budget Optimization (CBO) after all.
Great news as Ad Set Budget Optimization (ABO) is still necessary for many types of campaigns.
I didn’t see the benefit of Facebook forcing everything to CBO, although I do believe that CBO is powerful on many occasions.”
All we can say is, YAY!