Facebook’s Campaign Budget Optimization (CBO) is a powerful tool that has revolutionized the way ecommerce brands approach advertising on the platform.
It allows brands to set a single budget for their campaign and let Facebook’s algorithm automatically distribute the budget among the best-performing ad sets.
This is how CBO works and how ecommerce brands can benefit from using it.
How does CBO work?
CBO is a machine learning-based algorithm that uses data to optimize the distribution of an advertiser’s budget across ad sets. The algorithm constantly analyzes the performance of each ad set and reallocates the budget to the highest-performing ad sets. This means that the advertiser can set the overall budget for the campaign and Facebook’s algorithm will take care of the rest, maximizing the overall performance of the campaign.
Benefits of CBO for Ecommerce Brands
- Improved Campaign Performance
CBO optimizes the distribution of a campaign budget in real-time, based on the performance of each ad set. This means that the algorithm automatically allocates more budget to ad sets that are performing well and less to those that aren’t, resulting in improved campaign performance.
- Increased Efficiency
CBO simplifies campaign management by automating budget distribution across ad sets. This means that advertisers can set a single campaign budget and let Facebook’s algorithm do the rest, saving time and effort.
- Enhanced Flexibility
CBO provides ecommerce brands with increased flexibility in their campaign budgets. Advertisers can test multiple ad sets and adjust budgets in real-time without having to worry about manual adjustments.
- Improved Ad Optimization
CBO allows Facebook’s algorithm to optimize ad sets in real-time, resulting in better ad optimization and improved results for ecommerce brands.
- Increased Cost Savings
CBO can help ecommerce brands save money by automatically allocating budget to the most effective ad sets, resulting in a better return on investment (ROI).
Using CBO to Scale Your Ecommerce Ad Campaigns
- Set Up Conversion Tracking: Before you start using CBO, make sure that you have set up conversion tracking correctly on your website. This will enable Facebook to track the number of purchases, add to carts, or any other desired conversion events on your website.
- Select the Right Objective: Choose the appropriate objective that aligns with your business goals. For ecommerce businesses, the most relevant objectives are Conversions, Catalog Sales, or Traffic. Select the objective that aligns with your campaign goals and desired outcomes.
- Choose Your Target Audience: The target audience is one of the most crucial components of any ad campaign. Facebook allows you to target people based on demographics, interests, behaviors, and location. You can also create custom audiences based on people who have interacted with your business before. Use your customer data to build custom audiences and lookalike audiences.
- Set Up Your Ad Sets: Once you have selected your objective and audience, set up your ad sets. Create multiple ad sets and add multiple ads to each ad set. It is recommended that you create ad sets with different audiences, placements, or creatives to test which combination works best. Use Dynamic Product Ads (DPA) to showcase personalized product recommendations to your audience.
- Set Your Budget and Bid Strategy: After you have set up your ad sets, it’s time to set your budget and bid strategy. In CBO, you set a daily or lifetime budget for your entire campaign. Facebook then distributes your budget across your ad sets to achieve your desired conversion event at the target cost per conversion you have set. You can also choose between two bid strategies: Lowest Cost and Target Cost. Use the minimum ad spend recommended by Facebook to reach your target audience and scale your campaigns.
- Monitor and Optimize: Once your campaign is live, monitor your results and optimize your ad sets. Facebook’s algorithm optimizes your ad sets based on various factors, but it’s still essential to keep an eye on your performance and make adjustments as needed. Use Facebook’s Ad Manager to view metrics such as CTR, CPC, ROAS, and CPA to track your performance. Use A/B testing to experiment with different ad creatives, copy, and call-to-actions to find the winning combination.
- Scale Your Campaigns: Once you have identified the ad sets that perform the best, it’s time to scale your campaigns. Increase your budget gradually while keeping an eye on your performance metrics. Use Facebook’s automatic rules to adjust your bids, budgets, and schedules automatically based on your performance.
