Louis Guerrero, Sr. Product Marketing Manager, Social @ Kenshoo
Learn how Facebook’s campaign budget optimization capability is even more powerful when paired with the Kenshoo Social platform
On November 8th, 2017, Facebook introduced campaign budget optimization (CBO). This capability enables their algorithm to manage an advertiser’s campaign-level budget across ad sets to improve results.
While CBO initially launched as optional, Facebook later announced that it will be mandatory for all advertisers on Facebook ads manager as of September. Despite this new mandate, CBO is still optional for Kenshoo clients. This gives you additional lead time to better understand and slowly transition to automating your Facebook ads campaign budgets.
Campaign budget optimization enables Facebook advertisers to maximize the results of their campaigns with ad set-level budget optimizations. CBO distributes budgets across ad sets automatically to maximize results for the top-performing ad sets in real-time. This frees advertisers from making manual budget shifts across ad sets and allows Facebook to algorithmically optimize campaign budgets for them.
While campaign budget optimization is still optional, thousands of advertisers are exploring this capability. Facebook advertisers like Freebird, Helix, and easyfinancial have experienced success. According to Joshua Popsie, Head of Digital Marketing at Icelandair, “Facebook has not only helped us reach the right audiences in markets we fly from but has also increased the number of potential customers who are coming to our website and searching for flights.“
In addition to supporting Facebook’s ad campaign budget optimization capability and providing additional lead time before the feature is mandated, Kenshoo gives advertisers even more ways to scale their automated budget optimizations.
Since budgets are controlled at the campaign level with CBO, optimizations must be executed from this level as well. Leveraging industry-leading technology, Kenshoo’s automated actions can trigger campaigns to adjust budgets or ad sets to adjust bids, statuses, update creative or send alerts based on various rules and conditions. Think of automated actions as a layer on top of CBO. While CBO is optimizing your budget between ad sets, automated actions are leveraging signals to help improve the relevancy of these campaign optimizations.
With campaign budget optimization, advertisers on Kenshoo allow Facebook to take the driver’s seat on all budget and bid changes to drive performance. But what if you know what you want your ad bid to be? What if you know that you want to bid lower for people in certain cities and higher for your audiences between the ages of 18-24? Kenshoo offers a solution for enabling advertisers to set unique bids for different segments within a single ad set.
As Kenshoo continues to evolve the way Facebook advertisers accomplish their goals, we are also adding even better ways to optimize marketing budgets. As campaign budget optimization maximizes performance for a single, determined campaign, Kenshoo is on its way to enabling you to shift budgets from campaign to campaign, which is currently not a CBO capability. Stay tuned for more on this!
We continue to see social advertisers marry CBO with Kenshoo and experience strong success. If you too are looking to maximize your Facebook results and learn about how Kenshoo adds value to Facebook’s capabilities, contact us for a demo today!
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