When should you use Advantage Campaign Budget? Let’s just call it CBO because that’s how we all know it.
CBO is Mostly Dead
CBO is mostly dead. The way we once used it is rarely relevant now. Back in the day, we’d create multiple ad sets for different targeting. CBO would distribute your budget optimally between those ad sets.
But this approach makes little sense now, especially when you optimize for conversions. There’s no reason to create separate ad sets for detailed targeting or lookalike audiences. Because of expansion, your ads are probably going to reach the same people either way.
But there is one situation where CBO makes sense…
When It Makes Sense
Assume that you have multiple products or lead magnets that you want to promote. You could technically put ads for both into the same ad set. But, Meta may pick one, and you don’t want that.
Instead, create ad sets for each product in the same campaign. Turn on CBO. Both will deliver, but your budget will be distributed optimally to get you the most results. Not even spend, but optimal.
In the case of putting ads for different products in the same ad set, you have little control over whether both get visibility. With CBO, delivery should be reasonably similar. If necessary, you can also set an ad set spend minimum to have more control.
Do you use CBO in this way?
