Facebook has announced that, in September 2019, new and existing campaigns will start to move to campaign budget optimisation.
In 2017, Facebook made campaign budget optimisation available to all campaign optimisations, making it an optional setting for new campaigns. This allowed advertisers to be able to set a campaign budget and allow Facebook’s algorithm to optimise it across all ad sets. But now, Facebook says that in September 2019 all new and existing campaigns will start to move to campaign budget optimisation, and advertisers won’t be able to turn it off.
Essentially, Facebook is moving budgets to the campaign level, allowing it to automatically distribute them in real-time to top performing ad sets, thus giving advertisers the best results for their budget. Facebook explains that the change will also effectively lower the total cost per result and generate more results overall.
Also, Facebook explains that using the lowest cost bid strategy in combination with campaign budget optimisation can help advertisers achieve the lowest cost per result for an overall campaign, not for any given ad set.
In an example shared on its help page, Facebook explained that “BuzzFeed tested the Facebook campaign budget optimization tool for its branded content ads, achieving greater cost efficiencies and easier budget management, as well as more video ad views and clicks.”
The change won’t be welcomed by everyone, with some already saying that campaign structures will be getting very “messy.” Others – particularly less-experienced Facebook marketers, or those with simpler campaigns will find the change very useful.
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