Marketers can use Facebook’s Campaign Budget Optimisation to simplify campaign management processes

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 16, 2020, 6:13 PM UTC

But, the process is not recommended for campaigns aimed at niche audiences.

It can be complicated and time-consuming for marketers to manually manage multiple campaigns on Facebook while allocating different budgets for each audience. The author recommends marketers can use the platform’s Campaign Budget Optimisation (CBO) to simplify the processes within an ad set level. CBO automatically adjusts the budget and finds the lowest-cost opportunities in real-time.

Marketers should keep the ad sets active for at least seven days to gain enough insights. Though CBO can help brands improve conversions, ROAS and lower CPA, businesses should measure performance on the campaign level and not on the ad-set level.

Brands should use manual settings instead of CBO when the budgets are separated by region, markets or submarkets. They can further conduct A/B testing to find the right approach according to their campaign needs.

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