Facebook Advertising is all set to introduce a new way to the way advertisers set campaign budget on its Marketing Platorm.
Through this change, all ad campaigns “new or existing” will be migrated to campaign budget optimisation, starting in September this year.
The change will optimize the distribution of an ad campaign budget across campaign’s ad sets, says Facebook.
Once the change comes into effect in Sep. campaign budget optimisation will be the default setting for all campaigns and cannot be “turned off.”
According to Facebook, the change is designed to help advertisers in setting up their campaign budgets efficiently along with following benefits of campaign budget optimisation:
Advertisers will be able to set one central campaign budget across all ad sets.
A real-time automatic distribution of the budget to top-performing ad sets.
Real-time capture of the most results for budget will effectively lower total cost per result.
Campaign budget optimisation can generate more results and lower costs.
Here is an illustration of how campaigns work with and without campaign budget optimisation:
Saves significant time as the automated process eliminates “manually shifting budgets between ad sets.”
Advertisers can achieve the lowest cost per result for overall campaign [not for any given ad set] with campaign budget optimisation and lowest cost bid strategy.
Facebook also allows setting up bid caps and spend limits for each ad set “desired, non-guaranteed minimums and/or guaranteed maximums” — in addition to a daily or lifetime campaign budget amount.
Here is an screenshot the shows setting optimize budget across the ad sets:
Facebook claims campaign budget optimisation is capable of generating “more results and lower costs.”
That said, advertisers can start here to learn how it works, or check this help center to understand campaign budget optimisation reporting when using lowest cost bid strategy.
All Facebook ad campaigns are set to move to campaign budget optimisation in September 2019.