Facebook announced on Wednesday that, starting in September, new and existing campaigns will be migrated to a campaign budget allocation system that optimizes the distribution of campaign budgets across an advertiser’s ad sets. This means Facebook advertisers will no longer be able to define budgets at the ad-set level.
Why you should care
Facebook advertisers are currently able to set budgets by ad set within a campaign, but, starting in September, when ad campaigns migrate to the new campaign budget optimization system, advertisers will only be able to set budgets on a campaign level.
The goal is to give Facebook advertisers better results at a lower cost by distributing a campaign budget based on the best performing ads, but the move takes a certain amount of control away from advertisers.
“You’ll have the ability to set one central campaign budget to optimize across ad sets, and we’ll automatically and continuously distribute the budget in real-time to your top performing ad sets,” writes Facebook.
It also means advertisers will have to have faith that Facebook’s ad system will deliver on the promise of an optimized campaign budget deployment.
More on the news
- Facebook directed advertisers to a help page with an overview of the coming campaign budget optimization system and how it will serve low-cost bidding strategies.
- The help page notes that advertisers will not have information on things like the total number of opportunities for each ad set — or how much each result costs — when running reports with the new campaign budget optimization tool in place.
- Facebook reports BuzzFeed has tested the optimization tool for its content ads and achieved greater cost efficiencies and easier budget management, along with more video ad views and clicks.
About The Author
Amy Gesenhues is Third Door Media’s General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy’s articles.
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