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Facebook to Require Campaign Budget Optimization Usage by September

Published: February 6, 2019

Author: Vernon Johnson

Campaign Budget Optimization (CBO) was first introduced a little over a year ago by Facebook. It allows you to set your budget at the Campaign level, rather than the ad set level, and let Facebook’s algorithm decide where to spend the budget based on ad set performance. (To learn more, see Facebook’s Campaign Budget Optimization – An Introduction).

As an agency, we were an early beta tester with Facebook and have seen some dramatic positive results in some situations. One example is with a client, CuriosityStream, who we recently published a case study with in collaboration with Facebook. However, adoption overall has been limited, and for good reason — allowing Facebook to auto-optimize where spend is allocated at the ad set level will force many marketers to change strategies, especially when the feature is enabled across the account.
That said, marketers better start adapting those strategies. On January 29th, Facebook quietly announced that after September 2019, you won’t be able to turn off Campaign Budget Optimization for new and existing campaigns.

What does this mean?

Two major things will happen as a result of this news:

  1. Your new and existing campaigns will start to move to Campaign Budget Optimization this September.
  2. Once the rollout is complete, marketers won’t be able to turn off Campaign Budget Optimization for new or existing campaigns.

What should we do?

Although I’m not entirely sure why Facebook is making the move to force CBO campaigns rather than allow us to turn it on, there is some good news in all of this. If CBO continues to function as is, in September we will still be able to put in a minimum and maximum daily budget on each ad set, pause and start new ad sets, and control bids, which will allow us continued control.
3Q has been a leader in CBO testing over the last year. There are, ultimately, a lot of positives to running CBO campaigns. Our main recommendation is to build a roadmap over the next few months and begin systematically testing. The best way to learn is to simply dive in and test. Read our case study and blog post and determine how you’ll begin to phase in CBO on your accounts. Below is a sample roadmap that lays out some general testing plans.

3Q’s Roadmap

  • March: Begin testing CBO with prospecting (if CBO hasn’t been run)
  • April: Continue testing in prospecting
  • May: Test CBO in our retargeting campaigns
  • June-Sep: Allow for continued testing of CBO within current strategy before Sep cutoff date.

Further reading:
Introduction to CBO
Facebook Press Release on Changes
3Q + Facebook CBO Case study

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