Facebook has become an unavoidable part of running a business. In fact, more than 50% of online shoppers check a brand’s Facebook page before making a purchase.
Facebook is currently offering plenty of advertising options to companies that operate within the platform. Truth be told, marketing products and services online is still a relatively less expensive venture than most above-the-line marketing options…when done correctly!
When it comes to determining your Facebook ad spend, there are plenty of factors that need to be considered. One of the most important is deciding between Campaign Budget Optimization (CBO) and Ad Set Budget Optimization (ABO).
In this article I will explain what CBO and ABO is and their advantages and disadvantages, as well as deciding which option is right for your business.
Facebook Ad Structure
Before getting into the difference between CBO and ABO, it is important to understand the current Facebook Ad Structure. All Facebook campaigns consist of three levels: campaigns, ad sets, and ads.
Campaigns encompass advertising objectives, e.g. brand awareness, purchases’, leads etc. Below each campaign are ad sets that have their own budget and schedule. At this level, users can target specific audience segments. Below ad sets are the ads that are mostly involved with the selection of creatives such as captions and images or videos