Campaign Budget Optimization (CBO)

Campaign budget optimization (CBO) makes the most efficient use of your budget spending to get you the overall best results and ensures that the cost of those results align with your bid strategy.

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Campaign budget optimization (CBO) makes the most efficient use of your budget spending to get you the overall best results and ensures that the cost of those results align with your bid strategy.

This is set at the campaign level (rather than the ad set level). The amount you set can apply to each day the campaign runs (daily budget) or over the lifetime of the campaign (lifetime budget). All campaign budgets use CBO.

CBO uses machine learning to automatically adjust your spend.

Consider CBO in terms of its opposite, Ad Set Budget Optimization (ABO). With ABO, you would allocate a certain about of money and divvy it up between a specific number of ad sets. Each ad set’s budget is managed individually. With CBO, you would take the same amount of money and outreach is automatically divided to where it would be the most effective.

Keep in mind that CBO generally targets larger, qualified audiences. It doesn’t specifically market to audiences in the Top of the Funnel or cold clients. Therefore, when running a campaign to bring in new business, it may be necessary to create a separate CBO to specifically target that group.

One last word on CBO: Don’t judge how CBO is distributed based on the average cost result per ad set. Base its effectiveness on the total number of results and the average cost per result at campaign level.

Last updated: 2021/08/04