As we move into 2020, with evolving platforms & increasing spends we need to evolve in order to be ahead of the curve. Another update as we speak of 2020, Facebook implemented CBO starting 1st February’20 which was due in September 2019.

This feature will restrict your control towards ad set level budget optimisation. You will only have the option of changing budgets on the campaign level. While our Budget Optimizer proved to be at least 15% more effective against Facebook’s CBO, we would like to help you implement some best practices. You can continue to use Budget Optimizer & use a data-driven approach to optimizing your campaign budgets.

Platforms today focus only on the cost for an objective you have set for it to deliver, in the process it tends to overlook the quality of delivery & business outcomes. We all know that qualitatively, custom audience & lookalike audience yield the most effective results to a business especially in terms of Return on Investments.  Therefore, we recommend that you create two campaigns every time you have Re-Marketing/Look-alike audiences and Interest-based audiences involved.

By doing this, firstly you can control what budget gets spent on the quality rich audience and what budget gets spent on scalable interest/behaviour based audience. Secondly, you can use Budget Optimizer on top of this to be optimized separately for these two different types of audience.

As platforms evolve, our learnings as advertisers are
constantly declining & objectives are met at the cost of platforms
learning. By taking these small steps, we can ensure we gain control to our
advertisers marketing money & deliver the most.

For more details, get in touch with us on dandatasciences@dentsuaegis.com