When is it worth using budget optimization at the campaign level?
Posted: Thu Jan 30, 2025 8:49 am
Facebook Ads Budget Optimization
Facebook ads require constant monitoring. Changing creatives, bids, managing audiences. A lot of work is required to control and optimize the budget – so as not to spend money on ineffective ads.
It's a lot of work, and there aren't many hours in the day. Especially since for most people, advertising on Facebook is one of several things they do at work, and they simply can't afford to monitor the campaign several/a dozen times a day.
In such a situation, it is worth using automation.
If you read me regularly or have listened to one of my conference talks, you know that I am not a fan of Facebook’s automated solutions and usually suggest that you manage everything you can manually.
There are a few exceptions to this rule, though. Budget optimization is one of them.
[UPDATE: August 2019] Starting in September, CBO (Campaign Budget Optimisation, which is the method I'm discussing in this article) will be rolled out as the default option across all ad accounts.
This means that it is no longer possible to avoid using it, so it is worth familiarizing turkey rcs data yourself with a list of mistakes that are easy to make and good practices that will help you avoid problems.
In the article you will read about:
Budget optimization at the ad set level
Budget optimization at the campaign level
Budget optimization at the ad set level
With standard budget settings, you choose an amount at the ad set level. This means you assign it to a specific target group and that's the group you want to spend it on.
This approach has a lot of benefits, but it requires you to regularly review your ad sets to identify ineffective groups and disable ads. If you don’t, you’ll waste money on clicks that are either too expensive or simply don’t convert.
It is possible to do, but it is very time-consuming. Especially at the initial stage of the campaign, when you are just looking for your group, for example, but also later, when you are testing the next ones.
Fortunately, Facebook has introduced a solution that makes work in such situations much easier.
Facebook ads require constant monitoring. Changing creatives, bids, managing audiences. A lot of work is required to control and optimize the budget – so as not to spend money on ineffective ads.
It's a lot of work, and there aren't many hours in the day. Especially since for most people, advertising on Facebook is one of several things they do at work, and they simply can't afford to monitor the campaign several/a dozen times a day.
In such a situation, it is worth using automation.
If you read me regularly or have listened to one of my conference talks, you know that I am not a fan of Facebook’s automated solutions and usually suggest that you manage everything you can manually.
There are a few exceptions to this rule, though. Budget optimization is one of them.
[UPDATE: August 2019] Starting in September, CBO (Campaign Budget Optimisation, which is the method I'm discussing in this article) will be rolled out as the default option across all ad accounts.
This means that it is no longer possible to avoid using it, so it is worth familiarizing turkey rcs data yourself with a list of mistakes that are easy to make and good practices that will help you avoid problems.
In the article you will read about:
Budget optimization at the ad set level
Budget optimization at the campaign level
Budget optimization at the ad set level
With standard budget settings, you choose an amount at the ad set level. This means you assign it to a specific target group and that's the group you want to spend it on.
This approach has a lot of benefits, but it requires you to regularly review your ad sets to identify ineffective groups and disable ads. If you don’t, you’ll waste money on clicks that are either too expensive or simply don’t convert.
It is possible to do, but it is very time-consuming. Especially at the initial stage of the campaign, when you are just looking for your group, for example, but also later, when you are testing the next ones.
Fortunately, Facebook has introduced a solution that makes work in such situations much easier.