Despite the ever-changing algorithm, Facebook marketing is a necessity, and all your competitors likely think so, too. This means it’s crucial to be up to date on the latest Facebook changes so you can keep ahead of the competition.
In September, Facebook will be implementing Campaign Budget Optimization across all Ad Sets. Confused? Don’t worry. We’re here to break it down for you.
What It Means:
Campaign Budget Optimization simply means that Facebook will be analyzing each Campaign and distributing your total budget across whichever Ad Set is performing the best, leading to more conversions at lower overall cost.
Without Facebook’s automatic Campaign Budget Optimization, the budget would be spread evenly across all Ad Sets. With Campaign Budget Optimization, Facebook will evaluate each opportunity for placement in real time and allocate the budget to the Ad Set that is generating the highest conversion rate.
Why You Should Care:
Although the constant updates to Facebook can be frustrating to keep up with, they’re often for your benefit and make advertising on the platform even more advantageous. Facebook is successful because it’s where a lot of your audience spends their online time, and Facebook’s machine learning is the best at delivering optimal results for your ads. With Campaign Budget Optimization, you can let Facebook do on-the-spot analysis so you can get the most out of your budget.
What to Do:
In September, your Campaigns will automatically switch to Campaign Budget Optimization. You have the option to turn this on now, and that may be for your benefit so you can spend some time testing your budgets.
If you’d still like to control your budgets for each Ad Set, Facebook will continue to allow minimum and maximum spend limitations, so although it’s a little more complicated, you can get around Facebook’s automatic Campaign Budget Optimization, if need be. This isn’t recommended but can be helpful in certain circumstances.
One thing to look out for in the migration to Campaign Budget Optimization is audience size. Check to make sure that the audiences in each Ad Set for a given Campaign are roughly the same size. Facebook will automatically consider a much larger audience more likely to convert, and therefore put more money into a larger audience regardless of actual performance.
Campaign Budget Optimization is a big change, but it’s not something that you should be too worried about. Your marketing agency should be working directly in Facebook to handle most of the heavy lifting, but if you’re still worried about this latest shift, reach out to us for help! Acara has the answers for all of your marketing needs: 203-678-9887.
