In this video, I talk about the upcoming changes to Facebook Ads and how I’m updating my strategy to work with CBO (campaign budget optimization).
Since Facebook is making CBO mandatory in September, I have been doing a lot of testing with it for my own stores and wanted to share my findings with you in this video.
Two CBO Scaling Strategies That I’ve Been Using…
#1. Top Broad Interests
- Top 4 countries (US, UK, US, CA) OR all e-packet
- Test single interests in a separate campaign, take 5-10 best interests
- Audience size 10M+
- Narrow down to ~5 best interests based on performance, duplicate top ~2 interests if # of adsets drops below 5
#2. Super LAAs 5%
- Separate campaign for each country
- Combine 3 top-performing LAA types (i.e. PUR, ATC, IC, VTS 25%) – segment each into 1%, 1-2%, 2-3%, 3-4%, 4-5%; stack same % audiences to create larger audiences
- Leave all adsets running, FB will optimize spend
More Tips
- Purchase optimization
- 1-day-click at the adset level
- Multiple (3-4) ads per adset
- Pause bad ads, leave 2 min. at all time, cycle new ones in
- Min budget $250 (min $50 per adset)
- Increase budget ~50% every 2 days, you can scale CBO more aggressively than ad set budgets because it shares optimization across the campaign