SE4 EP14: Facebook Ads: Let’s talk about Campaign Budget Optimization - CBO
CBO = Campaign Budget Optimisation Sections in Depesh’s The 7-Figure BPM Method for Facebook Ads course cover CBO in detail. Here is where to get his course: http://bit.ly/2uy1gQQ Remember that it is open until April 2nd, 2019 and then closes. Facebook Ads Account Structure The Facebook Ads account structure is set up in a hierarchical order as follows: Campaign > AdSet > Ads We have typically tested at the AdSet and Ad Level So the variables at the Adset level have been: BUDGET You more granular objectives such as LP views, Add-to-Cart, InitiateCheckout, Purchase Geo, Audience, Interest/Behavior/Demographic of Target Audience, Placement and Device Targeting Conversion Optimisation Window For Ads: you manage and test all your creatives CBO Structure With the introduction of Campaign Budget Optimisation late last year, We are now able to SET budgets at the Campaign Level and Test a range of Adsets at a Campaign Level From September 2019 you will ONLY be able to set Campaign level budgets. So no ad set budget option. MACHINE LEARNING Facebook is leveraging machine learning to offer advertisers better opportunities. It is a move towards AD ACCOUNT AUTOMATION. WHAT IS WORKING NOW... Here is what you need to know on what works right now for CBO (some of these tips are courtesy of Depesh): CBO works best when you've tested audiences/ads before trying to scale
Generally best with 1-day optimization at the ad set level
use bigger budgets for CBO - ideally min $100 per ad set, ideally more (eg if 5 ad sets in a CBO campaign, min $500 budget)
Min 2 ads, max 4 ads running - but the more ads you run, the more budget you need
You can scale CBO more aggressively than ad set budgets. I've gone as wild as 500-1000% budget increases
As long as audience sizes are large enough, you've tested enough and its not too late in the day - but until you're confident don't go wild
Pause bad ads - ideally using rules, or manually. CBO can spend on bad ads quickly hence I prefer rules to cut ads on automation
I test using normal ad sets (though from Sept 2019 this changes as CBO becomes the only way to set budgets) then move to CBO
As your spends go up keep an eye on frequencies and performance, ad fatigue happens quickly at scale
Group lookalikes | group interests
Generally best with 1-day optimization at the ad set level
use bigger budgets for CBO - ideally min $100 per ad set, ideally more (eg if 5 ad sets in a CBO campaign, min $500 budget)
Min 2 ads, max 4 ads running - but the more ads you run, the more budget you need
You can scale CBO more aggressively than ad set budgets. I've gone as wild as 500-1000% budget increases
As long as audience sizes are large enough, you've tested enough and its not too late in the day - but until you're confident don't go wild
Pause bad ads - ideally using rules, or manually. CBO can spend on bad ads quickly hence I prefer rules to cut ads on automation
I test using normal ad sets (though from Sept 2019 this changes as CBO becomes the only way to set budgets) then move to CBO
As your spends go up keep an eye on frequencies and performance, ad fatigue happens quickly at scale
Group lookalikes | group interests
