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How is budget optimization different from campaign optimization?


Asked by Lilianna Duke on Dec 09, 2021 FAQ



Budget optimization is different as this considers what audience to allocate the most budget to, rather than who to display the ad to within each audience. There is some overlap, as large budget shifts can reset the learning phase and Campaign Budget Optimization helps to avoid this.
In fact,
The latter is when you use the Conversions objective and Facebook optimizes the ads within your ad set. CBO, however, sets budget at the Campaign level and then optimizes at the Ad Set level to find the most effective ad sets. In the Facebook graphic below, you can visualize how the CBO feature works.
Next, In a recent Facebook product release, all advertisers will be required to switch over to Campaign Budget Optimization (CBO) starting in September. What is CBO? CBO is when multiple ad sets are placed under one overarching campaign with a ‘Campaign Budget’.
Besides,
Budget Pools : Optimize your budgets across multiple campaigns. Optimize towards 3rd party goals, like a Google Analytics Event, a custom App event, or MMP data. Budget Scaling: Switch on Budget Scaling with PBA to scale your spend automatically while maintaining a target Cost per Result or ROAS.
Moreover,
It’s important to avoid confusing CBO with conversion optimization. The latter is when you use the Conversions objective and Facebook optimizes the ads within your ad set. CBO, however, sets budget at the Campaign level and then optimizes at the Ad Set level to find the most effective ad sets.