So how can you, as a brand, get noticed by your target audience on Facebook in the first place, and interest them to such an extent as to encourage them to make a purchase from you as a result?

By creating a Full-Funnel Facebook Advertising Strategy …

While one-time growth hacking campaigns are tempting and may bring quick results, it’s wise to avoid solely relying on them. You should have multiple touchpoints in place to move your cold audiences further down the funnel, nurture them, and eventually convert them into loyal customers. 

How CBO Fits into Funnel Advertising

With Facebook introducing its new Campaign Budget Optimization algorithm, many advertisers became really frustrated with the new playbook and started to wonder how they could adapt their already established strategies. So, if you already had a working Facebook advertising funnel with ad set budget optimizations, how can you adjust it with CBO?

If you are new to CBO, we have prepared an ultimate guide for you – Facebook Campaign Budget Optimization Guide: Facts, Tips, Strategies

Don’t think that Campaign Budget Optimization has come to upset your Facebook advertising funnel applecart. On the contrary, it is perfectly cut out for funnel advertising. Remember the number one CBO best practice?

For example, if you mix a cold interest-based audience with your website’s custom audience that is already familiar with your brand, Facebook will spend the budget where there are more people. As a result, you may end up seeing more of your budget being spent on a prospecting audience, when it might have actually been more valuable to your business to spend it on a remarketing audience. 

So, switching to CBO will ultimately be even more helpful when it comes to setting up your evergreen advertising funnel rather than ruin your plans. 

As a reminder, Facebook has recently abandoned the mandatory shift to Campaign Budget Optimization. CBO is now an option, not a requirement, though Facebook still believes that CBO provides more performance and value gains.

This means that you can stick with ABO with confidence if you are sure that your already established funnel strategy helps you achieve your advertising goals. But if you want to go the extra mile and maximize your ROAS, go ahead and switch to CBO. 

In the next sections, we’ll share with you our proven CBO campaign blueprints based on funnel stages. You’ll get ready-to-use CBO setup outlines for Top of the Funnel, Middle of the Funnel and Bottom of the Funnel stages. Note that these blueprints will work best for Ecommerce businesses.

• CBO Blueprint for the Top of the Funnel (TOFU)

• CBO Blueprint for the Middle of the Funnel (MOFU)

• CBO Blueprint for the Bottom of the Funnel (BOFU) 

CBO Blueprint for the Top of the Funnel (TOFU)

At the Top of the Funnel stage, your Facebook advertising goal is to attract new audiences. So, all your advertising components like advertising objectives, targeting strategies, ad formats, ad copies, offers, or CTAs should be grouped together in such a way as to interest complete strangers who have never heard of your brand or visited your website before.   

Here is how to structure your Facebook CBO campaign at the Top of the Funnel stage to get the best results.  

Top of the funnel CBO campaign objectives

Before you even enable Campaign Budget Optimization, your first step is to choose the advertising objective that best resonates with your business goal. By choosing the right objective, you literally tell Facebook what actions you want people to take after they see your ad. 

At the TOFU stage, your main goal is to increase brand awareness, reach as many people as possible, or attract more visitors to your website. See the objectives you can choose:

Top of the Funnel CBO Audience Targeting

Audience targeting is arguably the most significant part of the Campaign Budget Optimization setup as it actually determines the number and types of ad sets within a single CBO. To ensure your CBO works correctly for the prospecting stage, you should consider: 

• Size of audiences 
• Types of audiences
• High/Low value groupings

You should use the following types of Facebook Audiences to attract cold audiences:

• Saved audiences based on interests, demographics, and behaviors
• Lookalike audiences 

Here is how you can structure your CBO for the awareness stage. 

As you can see, ad sets or audiences within a single CBO are related to each other, whether in terms of size or value.

By structuring your CBOs in this way, you ensure that the Facebook algorithm will not distribute your budget towards a larger audience, and as a result, you’ll get accurate results for your prospecting campaign. 

Optimal Ad Formats for TOFU

As your TOFU audience are people who are not yet familiar with your brand, your number one goal at this funnel stage is to grab their attention. Your ad formats should be eye-catching with some kind of action and a story-telling aspect to them.

With your awareness stage ads you should be able to address users’ problems and offer them a solution, while also casually highlighting the benefits of your product.

It’s important to avoid taking a hard-sell approach and directly pushing your product features at this stage. The following are the best ad formats to use:

• Video ads
• Image ads 
• Collection ads 
• Instant Experience ads 

Best Offers at the Top of the Funnel Stage

At TOFU stage you can’t jump the gun and suggest that complete strangers purchase your product.

As such, avoid any discount ads, hard sales, or any promotion of your new product line; instead, grab users’ attention with a quick text about or video introduction to your brand concept or any kind of educational content/helping guide that’s indirectly connected with your product.

In short, your offer should be anything that doesn’t require the user to make any commitment. Here are some possible options:

• Read a blog post or guide 
• View an introductory video of your brand
• Visit your website
• Check out your product page 

Best CTAs at the TOFU Stage

• Learn More  
• Watch More 
• Listen Now 
• See Menu

CBO Blueprint for the Middle of the Funnel (MOFU) 

At the middle of the funnel stage, your goal is to identify those people who have engaged with your offer to some degree at the previous funnel stage, nurture them further, and convert them into leads.

Your MOFU audience is already familiar with your brand, but is not yet ready to purchase from you – they are still evaluating, and need more information to make an informed decision.

It is at this stage that your prospects may add an item to their wishlist, subscribe to a newsletter, send a message, download an industry report in return for their email address, or request a free product sample. See below how to run a CBO campaign at the MOFU stage.   

Middle of the funnel CBO campaign objectives

At MOFU stage, your main goal is to engage and nurture your audience further, whether by driving traffic to a product page, offering downloadable content, or showing how your products can benefit your audience. Here are the objectives you can choose from: 

• Traffic 
• Lead Generation
• Messages
• Conversions

Middle of the Funnel CBO Audience Targeting

To target your middle of the funnel audience, you should already have Facebook pixels installed for your most important events. As such, the main audience type you should use at this stage is Custom Audiences. 

When setting up CBO campaigns for MOFU, the audience type/size rule becomes even more important. Your video viewers don’t have the same value as those who have provided their email addresses, even though both audiences are interested in your product.

So, to get accurate results, group audiences of a similar size and value under separate CBOs. See some possible CBO groupings for the middle of the funnel stage. 

Optimal Ad Formats for MOFU

Since your MOFU audiences already know about your brand, you don’t need any complex ad types here.

You should be focusing on what makes you different from your competition, what makes your products unique, and how to use them in real life. These ad formats have been proven to work best:

• Image ads
• Video Ads 
• Carousel Ads

Best Offers at the Middle of the Funnel Stage

Your MOFU offers should be more tangible, present the use cases of the products, offer free samples in exchange for an email address or phone number, and describe the features of your product as well as the benefits and advantages it offers over your competitors, whether through a video or a whitepaper.

In a nutshell, your mission is to prove to your potential customers that your product can effectively solve their problem better than others. 

Best offers at this stage:

• Product use case videos 
• Product Descriptions
• Downloadable ebooks, guides, whitepapers, etc.
• Free product samples 
• Free demos/free trials (in case you offer a SaaS product)

Best CTAs at the MOFU Stage

• Download
• Subscribe
• Sign Up
• Apply Now
• Book Now
• Get Offer
• Get Quote

CBO Blueprint for the Bottom of the Funnel (BOFU) 

So, you have attracted complete strangers, got them interested in your product, and created a relationship with them. Now what? It’s time for direct selling.

At the bottom of the funnel stage, you are targeting those people who are literally just a step away from making a purchase from you. All you need to do is add the finishing touches and convert your most interested leads into paying customers.

People who have abandoned shopping carts, those who have tried your product free samples and left positive reviews, or those who regularly view your product pages and add items to their wish list are definitely your future customers. They just need an additional proof of trust to go ahead and purchase from you.

Bottom of the funnel CBO campaign objectives

Your main goal at the BOFU is to convert your leads into paying customers. That’s why campaign objectives should be related to direct sales.

• Conversions
• Catalogue Sales
• Store Traffic

Bottom of the Funnel CBO Audience Targeting

You should select the most valuable audiences from the previous two stages and retarget them by using custom audiences.

While grouping ad sets within CBOs, again try to find groupings that are somehow similar in size and value so that Facebook spends your budget fairly. This is the CBO structure we offer for the BOFU stage:

Optimal Ad Formats for BOFU

At BOFU stage, you are seeking to display your products and brand reputation in the best light. These are some optimal ad formats to choose from:

• Image Ads
• Video Ads
• Carousel Ads
• Dynamic Product Ads 

Best Offers at the Bottom of the Funnel Stage

So far you’ve been warming up your audience by educating and guiding them or providing them with free stuff to try before they buy. But now it’s time to push hard sales whether by offering prospects a discount or simply highlighting your product value proposition. 

Some of the best offers at BOFU:

• Discount Ads
• Special Deals
• New line of products
• Testimonial Videos
• Limited Time Offers
• Competitive Price Offers
• Ads accenting free delivery, money back guarantee, etc.

Best CTAs at the BOFU Stage

• Shop Now
• Sign Up
• Get Offer
• Get Quote 
• Subscribe

The post Facebook CBO Blueprints: Full-Funnel Strategy appeared first on Adscook Blog.

CBO has changed the rules of the game for Facebook ad scaling strategies. In the past, when it came to ad set budget optimization, you would either incrementally increase the budget for ad sets that were performing well or duplicate them with an increased budget, while also keeping your fingers crossed that everything would work well. 

You should consider two things when it comes to scaling your CBO campaigns: 

1. How to use CBO to scale your previously successful ad sets 
2. (If you have already switched to CBO) How to scale your successful CBO campaigns

In this post we’ll cover the common ways of testing and scaling your CBO campaigns and explain why CBO scaling is an even better and safer solution. 

If you haven’t yet switched to CBO, here is a source to help you better understand the essence of Facebook’s new algorithmic change and adopt it more easily and smoothly.

Facebook CBO Guide: Facts, Tips, Strategies

Why Does CBO Provide More Scaling Opportunities?

Scaling on the ad set level has always been a major issue for advertisers. When increasing the budget for ad sets that are performing well, there is always a risk that this will cause the ad set to re-enter the learning phase and harm the results you’ve already achieved.

As yet, Facebook has not set out an exact rule about the percentage of increase that is safe and that will really scale your campaign rather than spoil it. As a result, we advertisers are constantly experimenting to find the right scaling formula. 

Increase Your FB Ads ROAS with Automation

THANK YOU!

Please, check your email for download link!

Though the rulebook for CBO scaling is yet to be defined, there are a few things of which we can be certain: CBO provides more scaling opportunities, is less volatile, and can scale easier and faster while maintaining a sustainable ROAS. The old scaling methods still work, but with some adaptations made and a more strategic approach adopted. Let’s now take a look at some working strategies to scale your CBO campaigns successfully! 

CBO Scaling Strategy #1: Test New Audiences with ABO First, Then Scale with CBO

As long as CBO is optional and we still have the possibility of ad set budget optimization, why not use them in sync and harness more benefits as a result? One proven strategy is to start with ad sets outside of CBO and then push the winning ones into CBO. This strategy popularized by Depesh Mandalia, one of the leading experts in Facebook advertising, is called CBO Graduation Framework. Here’s the deal!

Testing Phase 

In this phase, you start several ad sets within a campaign, each targeting a new audience, and test them over a certain period to determine which ones perform best. With ad set budgeting, unlike CBO, you can rest assured that all of your ad sets will be given enough impressions and spend their whole budget regardless of performance, and no audience will be given an advantage over another.

For this testing phase, it’s best to start with a small spend, for example $5-10 per day, per ad set. 

Scaling Phase 

Once you identify your winning ad sets, duplicate them or graduate them into a CBO and let them compete against each other. The Facebook algorithm will now start finding the best active opportunities to get results across your best ad sets and identify the best of the best. Then, if you see some ad sets stop performing, you can simply kill them off without worrying that the CBO will re-enter the learning phase. 

To scale your winning ad sets, you can either increase your CBO budget or add new creatives within these ad sets. 

You can also implement this strategy with your previously successful ad sets, pushing them into a CBO and reviving them.

CBO Scaling Strategy #2: Duplicate Your Winning Ad Set 5 Times Within the Same CBO

When using this tactic, you should first test several interests or lookalike audiences within a CBO, then identify the winners and duplicate them. Here are the steps to take: 

1. Start a CBO campaign with a budget of $100 per day and create up to 5 ad sets with single interests or lookalike audiences of different percentages (LLA 1%, LLA 2%, LLA 5%, etc.).
2. Let the campaign run for at least 3 days and start to identify the best performers.
3. Take each winning ad set and duplicate it 5 times within a new CBO. Though the ad sets are exactly the same, with the same audience and creatives, they will perform differently. As the Facebook algorithm will target different pockets of the same audience every time, there’s no danger of audience overlap. 
4. Now keep the CBO campaigns running for 2-3 days and stop the underperforming ads once you identify them.
5. Only after that should you scale your CBO budget by 30% or even 50% and let CBO allocate the budget across the winning ads.

CBO Scaling Strategy #3: Duplicate Successful CBO and Increase Budget Aggressively by 30-50% Every 24 Hours

Do you have a successful CBO campaign that shows stable performance and a high ROAS? If your CBO provides stable delivery within 48-72 hours (the average length of a Facebook learning phase) and continues to show the same stable performance for a week or so, you are ready to scale and grow even further. 

What we recommend here is that you duplicate your whole CBO, increase the daily budget by 30-50% every 24 hours and pause any underperforming ad sets. 

With ad set budgeting we would increase the budget more carefully, so by making a 20% increase every 2-3 days. With CBO, however, you can scale more aggressively as the algorithm seems to stabilize things much faster.

The good news is that you can automate this process using Facebook’s automated rules tool. Define the condition that indicates your CBO is doing well, choose the action Increase Daily Budget by and set the variable in percentage terms. Finally, schedule the rule to be checked daily. And that’s it: your CBO is all set for automatic scaling.

Increase Your FB Ads ROAS with Automation

THANK YOU!

Please, check your email for download link!

CBO Scaling Strategy #4: Scale the Best-Performing Ad Set Within a CBO by Turning off Other Ad Sets 

Do you have one particular ad set within your CBO that’s generating most sales and want Facebook to spend more budget on it? If so, you can turn off all the other ad sets and the budget will automatically be redirected to that particular audience. That way, your best-performing ad set and its creatives get more budget. 

From there, you can take things further and increase your CBO budget or add more creatives to the ad set.

Closing Thoughts 

CBO will become mandatory for all ad accounts exclusively by 2021. Until then, we have a fantastic opportunity to mix and match ABO and CBO to go great guns and to be better prepared for the final transition towards CBO.  

Whether or not you are happy about Facebook’s algorithm change, it makes an advertiser’s life a lot easier. As well as providing a simpler structure for advertisers to manage their campaigns, it also gives more potential for scaling. CBO offers you greater flexibility to test multiple audiences and creatives, easily get rid of underperformers and scale good performers faster and more aggressively. 

Have you already experimented with CBO? What are your scaling strategies? 

Leave your fear of change aside and embrace the power of CBO. Enjoy advertising!

The post How to Scale Your Facebook CBO Campaigns: 4 Strategies to Try appeared first on Adscook Blog.

September has come and gone, but CBO remained optional rather than mandatory. Some Facebook reps have claimed that the first rollout would be in February 2020 and ad set budget allocation will be removed altogether.

However, based on advertisers’ feedback, back in April 2020 Facebook announced that they abandon the mandatory shift to CBO and give advertisers the choice.

As reported by Marketing Land, a Facebook spokesperson says that:

To provide advertisers with flexibility and choice in their buying strategies, we have decided not to pursue a mandatory migration for Campaign Budget Optimization (CBO). While we still believe CBO provides performance and value gains, we will move offering CBO as an option and not as a requirement.

Whether or not you choose to switch to CBO, one thing is for sure: you should still explore CBO and continue to incorporate it into your Facebook advertising strategy.

Increase Your FB Ads ROAS with Automation

THANK YOU!

Please, check your email for download link!

Here’s what we are going to cover in this definitive CBO guide:

• What is CBO and How Does It Work?
• What is Facebook Trying to Achieve with CBO?
• How to Set Spend Limits with CBO?
• Quick Tips on CBO Setup
• CBO Setup Blueprints for TOFU, MOFU, and BOFU
• CBO and the Learning Phase

What is CBO and How Does It Work?

If in the past the advertisers could only allocate their budget among the ad sets or audiences at their own discretion, now they can choose to give control to Facebook’s smart algorithm. Facebook will automatically allocate your campaign budget across the ad sets to get you the best overall results. 

You simply set your campaign budget and bid strategy, and Facebook will try to find the best opportunities for you based on those settings.

In short, you’ll now manage the budget at campaign level rather than ad set level.

To better understand the algorithmic change, let’s look at an example. 

Suppose you manage your budget without CBO on an ad set level and allocate your $300 daily budget equally between 3 ad sets, giving them $100 each. In this case, the budget will be spent equally, without taking into account the performance of the ad sets. 

While with CBO Facebook takes care of the performance in the first place and, after the learning phase, it shifts the budget to the ad set with the highest ROAS and, most importantly, makes that decision in real time. When one ad set’s lowest cost results run out, the algorithm allocates the budget to the next ad set with the lowest cost results. 

That’s why you might sometimes see 90% of your campaign budget being spent on just one ad set while others are given little attention: Facebook simply hasn’t found many opportunities to spend more of the budget on other ad sets. 

At the end of the day, what matters most for advertisers is obtaining the most conversions at the lowest cost. 

What is Facebook Trying to Achieve with CBO?

But Still, How Can I Set Spend Limits within CBO?

It’s okay if you’re still reluctant to give up control of your budget. After all, it’s something that has kept your mind occupied for years. But there are still ways to control your budget if you have specific spending requirements: using minimum and maximum spend limits per ad set. 

Though Facebook recommends using the least amount of spending constraints and instead using cost and bid or return on ad spend (ROAS) controls, we advertisers just can’t resist experimenting with spend limits. 

Within a CBO campaign, you have the option to set min/max spending limits on each ad set, thereby letting Facebook know about your specific requirements.

• For example, if one of your audiences is smaller than the others but way more valuable, you might put a minimum spend on it to make sure that Facebook will spend a percentage of your budget on it. 
• Equally, if you see Facebook allocating most of your budget to one of your audiences, you can always give it a maximum spend and not let Facebook spend more than a specific amount. 

You can set min/max spend limits at the ad set level by going to the Optimisation and spending controls section and clicking on Show more options. From there, edit your Ad set spend limits and set your Minimum/Maximum spending requirements. 

Some Quick Tips on CBO Setup

With CBO entirely changing the rules for budget optimization, the Facebook advertising rulebook in general is being torn up and entering a new era. Advertisers are in constant trial and error to find out the formula for CBO success.

How do you set the right CBO budget? How many audiences should you consider within a CBO? What type of audiences should you group together? How long should a CBO run before stabilizing? What bid strategy should you choose?

These are just some of the common questions that arise when implementing CBO.

In this section, we’ve gathered a few quick tips on CBO setup to answer your key questions and make things a little bit clearer. Here we go!

About CBO Audience Sizes and Types

• When setting up your CBO campaign, start with 3-4 audiences that are similar in type and size.

• Set up your CBO campaigns based on funnel stages. To get accurate results, don’t mix prospecting (ToFu) audience with custom audience (MoFu) within a single CBO. For example, don’t mix a lookalike, cold audience with your website’s custom audience that is already familiar with your brand. This is because Facebook tends to spend the budget where there are more people. As a result, if you group them together, you may end up seeing more of your budget being spent on a prospecting audience, when it might have been more valuable to your business to spend it on a remarketing audience.

• Likewise, try to group audiences of the same size. For example, if you group different types of lookalike audience within a CBO, don’t mix a 2% audience with a 10% audience but keep them within the same percentage.

About CBO Budget Setup

• When doing budgetary calculations, take into account that the more ad sets and ads you have within a CBO, the more budget you should allocate. What this means is that the budget size is proportional to the number of ads and ad sets. If you set a small budget with many ad sets, Facebook will not have enough range to find the best opportunities. 

• When calculating your CBO daily budget, take into account the number of ad sets and your target CPA. Suppose that your target CPA is $100 and you have 3 ad sets within a CBO. To break even, you should spend $300 daily ($100×3). Want to receive twice the ROAS? Double your spend to $600 daily.

About CBO Duration

• Be patient when running a CBO campaign. Give it at least 48-72 hours before making any conclusions, and allow at least a week before making any changes to your campaign. The biggest mistake with CBO campaigns is shutting them off too soon. 

• As Facebook states, each ad set requires at least 50 conversions for Facebook to complete its learning phase and provide stable delivery. 

About CBO Bidding Strategy

• Start with the Lowest Cost Bid strategy, formerly known as Automatic Bidding. After you get some performance benchmarks, you can start experimenting with other bid types like Cost Cap or Bid Cap. 

About Ad Placements within CBO

• When choosing placements, start with Automatic Placements. You’ll see where Facebook spends more of your budget along the way and can then optimize accordingly.

About Evaluating CBO Performance

• Evaluate the results of CBO at the campaign level first. This doesn’t mean you should ignore the ad set level results: these can still give you valuable insights into your audience performance which you can use to improve your overall marketing strategy. 

Effective CBO Campaign Structure: Blueprints for Each Funnel Stage

As already mentioned, CBO works best if structured based on marketing funnels.Your marketing funnel is the journey a visitor takes before becoming your customer. Therefore, when advertising on Facebook, you can’t treat all audiences in the same way. 

For example, a cold audience shouldn’t be shown the same offer as the audience that has already engaged with your brand in one way or another. 

With CBO, following funnel stages becomes even more important. In general, the golden rule of CBO is to group audiences of similar sizes and types: this is the underlying principle of funnel advertising. Depending on your funnel, you will target different audiences and set different budgets.

We’re now going to share with you the CBO structure blueprints for all three funnels: TOFU, MOFU, and BOFU. These are CBO structures that have been proven to work for ecommerce businesses, but you can take them as patterns and make them comply with your own business funnels. 

Be aware that you’re not restricted to just one CBO campaign per funnel, so you can go further and set up several CBOs per funnel to see which targeting works best.

CBO Blueprint for Prospecting or TOFU

Your prospecting audience is the audience that has never heard from you but has the interest in the industry your business is related to. In this funnel stage, then, you should target either interest-based audiences or your lookalike audiences. Here’s how to structure your TOFU CBO campaigns: 

CBO Blueprint for MOFU

Your mid-funnel audience is the audience that has engaged with your business in some way, but is not yet convinced enough to make a purchase from you. Obviously, in this funnel stage your ad sets should target custom audiences based on specific actions. 

Here’s how you can structure your MoFu CBO campaigns:

CBO 1

• Adset 1: 180 FB Engager
• Aset 2: 180 IG Engager

CBO 2

• Adset 1: Top 25% Website Custom Audience Last 180 days
• Adest 2: 30 Day Email Opens (if similar sizes)

CBO Blueprint for BOFU

Your bottom-of-funnel audience is your most valuable audience that is hot and just a step or two away from purchasing from you. That’s why you might want to allocate more budget across these CBOs and make your audience an offer they can’t refuse. 

In this funnel stage, you can segment your audience based on large and small time windows: 

Conversion objective – Large time window

CBO 1 

• Ad set 1: 30 Day Add to Cart Custom Audience
• Ad set 2: 15 Day view content Custom Audience 

CBO 2

• Ad set 1: Dynamic Product Ads – 30 Day Add to Cart Custom Audience
• Ad set 2: Dynamic Product Ads – 15 Day view content Custom Audience

Conversion objective – Smaller time window 

CBO 3

• Ad set 1: 7 Day Add to Cart Custom Audience
• 4 Day view content Custom Audience

CBO 4

• Ad set 1: Dynamic Product Ads – 7 Day Add to Cart Custom Audience
• Ad set 2: Dynamic Product Ads – 4 Day view content Custom Audience

CBO and the Learning Phase: 5 Questions Answered

As we’ve been getting many questions about the CBO learning phase and what edits affect its delivery, we decided to answer 5 of the most frequently asked questions in this section. As with ad set budget optimization, not all edits affect CBO in such a way as to make it re-enter the learning phase, just significant ones. 

Question 1: How long does the Learning Phase take for CBO to stabilize performance? 

As per Facebook, each ad set requires at least 50 conversions for CBO to deliver stable results. The recommended time frame is a minimum of 48-72 hours.

Question 2: Will CBO re-enter the learning phase or will other ad sets be affected if I make a significant edit to an ad set?

No, other ad sets will not re-enter the learning phase as long as the edit is made on the ad set level.  

Question 3: Will adding a new ad set to CBO cause other ad sets re-enter the learning phase? 

In the same way as with editing, adding a new ad set will not affect other ad sets within CBO. 

Question 4: How is my CBO affected if I delete underperforming ad sets? 

If you delete underperforming ad sets, your CBO budget will simply be allocated among the remaining ad sets. Moreover, if you see an ad set performing far better than others, you can shut off the other ad sets so that the budget is completely redirected to the better performing ad set. This is an effective way to scale your ad set within CBO.  

Question 5: Will increasing my budget kick CBO back into learning mode? 

No, you can effectively scale your CBO campaign, increasing the budget by 30% every 24 hours. Some advertisers have even got results by taking a more aggressive approach and increasing their budget by 50%. However, every case is unique, so you should test to find the most effective scaling strategy for your own business.

Closing Thoughts

CBO is the most significant update to occur to Facebook advertising ever since Facebook introduced its three-level campaign structure back in 2014. With CBO becoming mandatory for all accounts in the near future, all advertisers should be ready to enter the new era of Facebook advertising. Have you already experimented with CBO? Did you discover any winning strategies? Come share with us your specific strategies and help us all switch to CBO more smoothly and easily. 

The post Facebook Campaign Budget Optimization Guide: Facts, Tips, Strategies appeared first on Adscook Blog.