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In fact, as early as November 8, 2017, Facebook launched its CBO strategy, but more than a year later, it hasn't received much attention, but in the internal algorithm of Facebook's advertising background, it's an important step to significantly improve the effectiveness of Facebook's ads, so Facebook started CBO last September.

For most experienced Facebook advertisers, Campaign is the soul of Facebook advertising, so what impact will it have on the advertising side?

Imagine that before this feature first appeared, there were usually two ad groups in a campaign, one for Logokalike Audience (a similar audience) and the other for Interest (an audience of interest). Suppose the audience order is 200 W and the other is 50W, so set a 1:1 budget? For audiences interested in 50W, ads are much less likely to run than their 200 W counterparts, so the appropriate approach should be to allocate the budget proportionally. Therefore, the final budget allocation for the two ad groups should be 4:1. Of course, this is one of the simplest explanations, in the actual operation process, there will be more system optimization methods.

Prior to CBO, ad system optimization was usually done at the Adsset level, so it is believed that most people typically put multiple ads into one ad group when they create an ad, which in turn allows Facebook's algorithm to allow multiple ads to compete. Alternatively, you can use DynamicAds (Dynamic Ads) to effectively centralize your ads. In any case, it's ultimately Facebook's algorithm that optimizes your ad goals (ad goals - sales, directing, clicking, etc.).

Will the ad continue to be used after the CBO is implemented? The answer is yes. The only difference is that you can set up multiple AdSets to compete with and optimize them through system algorithms, just like you did with multiple ads before.

The CBO's budget settings are at the active level, similar to the way Adset budgets are now set. In this way, it can not only help you be more efficient, but also limit the cost of advertising.

It is thought that most people who have just come into contact with this feature are difficult to understand, which reduces the controllability of the ad itself. In fact, the CBO goes against our idea to some extent, which is to some extent reducing the process of intermediate control and testing. After all, Content, Audience, and End Product are the three pillars of any Campaign campaign.

Many people have also been tested and found that this strategy is not easy to use. We also tested it, which is the result of one of campaign:

In this test, we tested the difference between CBO and manually adjusted budgets to see the advertising goals set -- purchases. As you can see, there is only a 0.5% difference in spending.

In general, manual operation is better than CBO results. Does this mean that CBO doesn't work?

No, actually, it's all normal! All of this comes from the breakthrough effect (the segmentation effect, Facebook has a complete explanation). In Facebook's CBO guidelines, Facebook tells people to focus on the overall effect of Campaign, not on AdSet during the campaign.

After learning about Breakdown Effect, you'll find that any particular Audience (audience) or Placement (version) can only generate a certain number of conversions at a given price. As your low-cost conversion to your audience completes, here's how the conversion costs are increasing.

As a result, CBO's biggest role now is to improve Campaign's overall performance by allocating budgets to other audiences. In this way, the effects will be diversified, and if you want to evaluate the overall effect, you need to analyze the campaign-level data.

Let's take an example of a CPA (cost per conversion) distributed by Placement:

After a day's observation, we naturally think that all budgets should be allocated to Facebook, CPA is only 0.35, there is no reason to distribute the budget to Instagram for $0.72.

But if Ins is shut down, Facebook's CPA will be on a linear upward trend. In fact, over time, this audience will be cheaper to advertise on Instagram, and you'll miss it. When there's a lot of ads in our account, it's hard to see how the ad side performs every day. In this case, the CBO can consider it to determine each audience's budget and provide each audience with the cheapest CPA.

Therefore, when analyzing and comparing the results of using CBO and manually adjusting your budget, we should keep this in mind: manually adjusting the Budget (budget) may dominate in the short term, but in the long run, the CBO will surprise you differently.

In the early days of advertising, manual Campaign allowed you to leave a small number of high-conversion, low-cost ads in the optimization process, but when we started adding large-scale ads to the campaign, its CPA growth would skyrocket as the budget increased, much faster than ads using cbo.

Facebook has always been a user-focused platform designed to make it easier for individuals and small businesses to run their own ads. In this way, Facebook's operation greatly simplifies the ad optimization process and provides more opportunities for less professional advertisers.

In fact, this optimization is not a new optimization that Google has been using for at least 10 years, and I'm sure it will soon turn into a familiar way for advertisers with Google's marketing experience. The advantage of this optimization method is that it can save advertisers' advertising costs. From this point of view, its role is positive.

SoWhat are the benefits of Facebook's CBO optimization approach?？

1.Avoid Audience Overlap (audience overlap)。 When two ad groups in one campaign have a high degree of overlap, the budget still applies to other ad groups.

2.There was no need for regular budget adjustments and the budget used by the system to optimize tracking and reallocation would be reduced, even with budget adjustments, the learning phase is not triggered when the budget is allocated, which in short is "cheaper" than previous ad group transfer budgets.

3.Save time。 There's no doubt that before, budgets had to be tailored for each ad group, but now you can adjust the budgets of all ad groups in one campaign.

4.Audience optimization based on real-time events。 The system can be optimized for certain holiday or seasonal active audiences.

5.Reducing.Less pre-forecastIt's a waste。 By running a system optimization approach, you can find the lowest cost opportunities on the market.

6.Get more conversion value from your campaigns。 CBO effectively reduces CPA (single-performance costs) by allocating more budgets to the best ad groups to maximize the total value of its campaigns and continuously analyze and accumulate data in real time.

Of course, these are official explanations, and it remains to be seen whether the CBO will help all advertisers.

September is the most important Q4 holiday season in the e-commerce industry, during which advertising is also expensive, and until then, CBO use is likely to waste budgets because it is not skilled. From now on, you need to test CBO with existing or new activities to ensure that each ad has the same goals and the same optimization metrics. For example, you can't optimize LinkClicks and Conversion in an activity.

In general, Adset levels apply only to the worst performing ads because they are turned off.

Stable delivery requires at least 50 conversions per Adset, and the best time for the CBO is to reduce the budget after at least 4-7 consecutive deliveries.

CBOs work best when marketers publish different TopofFunnels, such as TOFU, MOFU, and BOFU (funnel head, middle, and bottom). Just as you'd like to allocate a portion of your budget proportionally to people who are hot rather than interactive.

The audience order for each Access is as consistent as possible, such as 1%, 1% ≤2%, 2% ≤3%, 4% ≤5%; This will be more conducive to the early optimization of cbo.

Adset's budget and schedule allow you to set the following:

Click on the spending cap to control your budget:

This is important because in some cases the CBO's budget optimization approach is relatively extreme, especially for NewCampaign, which has a small amount of data.

In a campaign that includes 10 Adsets, it can decide to spend 70% of its budget on Adset. Therefore, this method is very useful when setting up Adsset for the first time. Even if the system can quickly determine which Adset performs best, the first step is to set the minimum and maximum methods to provide opportunities for all ads.

With regard to FaceBook's overseas corporate advertising accounts, the name implies that they are corporate advertising accounts opened by agents in the Facebook area using the business licenses of countries on the other side of the country. Common examples include: Facebook Hong Kong Business Account, Facebook Taiwan Business Account, Facebook Malaysia Business Account.

However, this type of account, the general price is not low. See the scarcity and high price of Malaysian business households, suitable for high monthly consumption of enterprises or personal use. The biggest advantages of this overseas corporate account are:

Stable, not easy to seal accounts.

2. Advertising is loose, after all, FACEBOOK's restrictions on mainland accounts are between the most stringent on earth.

No restrictions on domain names, you can run different websites.

No limit on consumption, can consume thousands of dollars to tens of thousands of dollars a day.

No limit to the home page, you can bind your own home page, or change the home page.

6. After the advertisement passes, there are fewer reviews again, unlike domestic households will be frequently reviewed

Friendship reminder: to open an account to come to me, don't disturb our peers, they are very hard!

Facebook Overseas Business Account:Malaysia, Taiwan, Hong Kong, IndiaAnd so on, characteristics of advertising review fast, loose a lot, advertising run well, the most critical or stable and stable (important things to say three times).

Our professional team is not only advertising, but also for you to plan a comprehensive online content marketing, coveringBing广告、Facebook 、tiktok，谷歌、yahoo、line、YouTube，Pinterest，ins，MSN，SnapchatAnd other fields, so that you have a double or even triple sucker channels, multi-pronged, the effect is more comprehensive! Performance improvement is more robust!

Want us to help your e-commerce brand advertising or simply want to know more overseas marketing details and the latest products can contact us! !

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