In its campaign budget optimization documentation , Facebook also emphasizes that it seeks to give you maximum conversions at the campaign level (and more at the ad set level). So you have to look at the results at the campaign level and not focus on a single set of ads. Personally, I have taken the time to migrate most of my campaigns to campaign budget optimization.I have indeed noticed that: Campaign management is simplified and less time consuming Results are more difficult to monitor for retargeting There are fewer issues of overlapping audiences On the other hand, a change on a set of advertisements can totally disrupt the campaign (this is the big problem of CBO in my opinion) In a nutshell, how to exploit the optimization of the campaign budget? First and foremost, trust Facebook.

Campaign Budget Optimization distributes your budget in real time across the different ad sets in your campaign based on conversion opportunities and other factors I’m not familiar with (probably CTR and CPM)! For each campaign, avoid: Put more than 5 sets of ads in the same campaign, or even less if your budget is limited (we’ll see why with the 2nd tactic of Power5) Test audiences that are too Bulgaria Email List small in size (I’m setting a minimum size of 500,000 people, but you could choose smaller sizes like 300,000 people if your budget is tight) Mix audiences of very different sizes (eg: one audience size of 100,000 people, one audience size of 1 million people and a third one size of 5 million).

Bulgaria Email List
Bulgaria Email List

The different ad sets in your campaign

Respect the 2: 1 ratio that Facebook advised me. Regularly “trading” hearings because it can “mess up” the CBO. Eliminate an audience only if the cost per conversion has largely exceeded your target cost for some time (the period depends on your budget…). Set spending limits for the ad set (I’ll get to that in a moment). Let us take 2 concrete examples. In this first example, I have a budget of 150 € / day for a campaign split between 3 sets of ads (2 similar audiences of the same size and a slightly larger audience by interests). The costs per purchase are close to € 10 in normal times. Today, they are only 5 € over a period of 30 days! As you can see, Facebook has split the budget almost equally.

We note all the same that he spent the most budgets on the larger audience (the areas of interest) with the cost per result ultimately the lowest! One of the 2 similar audiences received more circulation, obviously because the cost per purchase was lower as well. Here is also a second example where Facebook has tended to spend the most budgets on the audience by centers of interest (“FR, BE, CH – Interest: Sézane”) which is also… the largest! Also note that I launched the first audience a week ago, which also explains why Facebook “only” spent € 535.30 of my budget to reach people in this audience. When an audience is too large and Facebook tends to allocate too much of your daily budget to that audience AND the costs per conversion are higher than for other audiences, then apply maximum delivery to that audience. .

The audience by centers of interest

Set a maximum spending limit large enough to let Facebook do its job well (e.g. half your daily budget). However, Facebook does not recommend adding spending limits . You should therefore monitor the progress of your results after the limits are applied and see if you want to keep them. By applying these tips and the ones I will give you in the next point, you should have better performance on your campaigns thanks to CBO while spending less time on it. Are your Facebook advertising campaigns perfectly optimized ? Let’s talk 30 minutes on the phone Our team analyzes the status of your campaigns based on 7 criteria You receive strategic recommendations with the 5 most urgent areas for improvement to optimize your spending BOOK A CALL 2) Simplification of the advertising account.

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